Surf REC prepares to trial franchising in Portugal

Surf REC plans to trial a franchise model in Portugal after installing eight more surf-filming kiosks on Portuguese beaches. The plan was outlined in an article published by Startup Portugal on 5 November 2026 and marks a preparatory step towards future expansion through partners.

From Carcavelos to other Portuguese beaches

Founded by Afonso Maya and José Ribeiro Ferreira, Surf REC has developed an automated system for filming waves, designed to help amateur surfers review their performance and receive remote coaching. The kiosk at Carcavelos Beach is the example used in the article to explain the concept and the interest it has attracted.

The founders’ next announced step is to install eight more kiosks on beaches elsewhere in Portugal. After that, the company intends to introduce a franchise model. This sequence sets out two distinct phases: first, extending the system’s presence in Portugal; then, testing a way to grow through partners.

For those following Portugal’s franchise market, the news therefore concerns a new concept in development, rather than an existing network of operating franchises. The domestic trial forms part of the founders’ strategy ahead of expansion into Europe and other markets.

Combining footage with coaching

Surf REC’s offering combines automated filming with access to surf coaching. The aim is to enable amateur surfers to review their rides and work with a coach to identify techniques and areas for improvement.

Two coaching options are outlined. In the first, the surfer books a session to discuss the waves, their technique and possible improvements with a coach. In the second, they send in their footage and receive feedback with suggestions on what to work on.

This connection between footage and coaching helps explain the service the company wants to expand. The kiosk provides access to filming, while remote coaching allows surfers to use the footage to analyse their performance. The concept therefore goes beyond simply obtaining a video of a surf session: it offers the possibility of turning that footage into a learning tool.

Funding round to support the next steps

At the time of its conversation with Startup Portugal, Surf REC was seeking to close a €600,000 funding round. This was funding the company was pursuing, not investment reported as secured.

Under the plan described, the funding would support the company’s sales strategy targeting surfers and businesses, including surf schools and hotels interested in having a Surf REC kiosk. It would also fund the trial of the franchise model in Portugal before its introduction in other countries.

The reference to schools and hotels identifies potential business customers for the kiosks. It does not, in itself, mean that all these organisations would become franchisees. Sales activity and the franchise trial are related but distinct objectives within the proposed growth strategy.

International interest ahead of the franchise trial

The founders report that a TikTok video posted by a Brazilian visitor to the Carcavelos kiosk generated 50 messages from people in 15 countries asking for the concept to expand. Contacts came from Morocco, Indonesia, the United States, France, Spain and Japan, among other countries, with an enquiry also received from Australia.

These expressions of interest demonstrate the project’s international reach, but they do not amount to franchise agreements or confirmed openings. The announced plan still positions Portugal as the testing ground before European and global expansion.

In practical terms: anyone following new franchise opportunities should distinguish interest in a concept from the availability of a franchise ready to sign up for. For Surf REC, the next milestones to watch are the installation of the eight planned kiosks and the launch of the Portuguese trial.