In Episode 45 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden are joined by Shaun Tomson, a legendary South African surfing world champion, entrepreneur, author, and leadership speaker.
This episode is a profound exploration of how the values forged in the ocean can transform the way we lead, live, and connect with one another. Shaun shares the remarkable story of his upbringing, shaped by two extraordinary parents who survived the horrors of World War II and emerged with unshakeable hope, humor, and integrity. From winning his first professional surfing contest at 17 to claiming the world title, and from building the iconic Instinct brand to becoming a globally recognized leadership speaker, Shaun's journey is one of courage, commitment, and purpose.
At the heart of this conversation is The Surfer's Code, Shaun's 12 simple lines of commitment that have inspired hundreds of thousands of people across corporations, schools, seal teams, and rehab clinics around the world. Whether you are an entrepreneur, a leader, a parent, or someone simply navigating the unpredictable waves of life, this episode will leave you energized to write your own code and ride toward your purpose.
Key Highlights from Shaun Tomson in Episode 45
1. The Foundation His Parents Created
Shaun opens with the story of his parents, two survivors whose lives were shaped by extraordinary adversity.
His mother endured four years on the island of Malta during World War II, living underground through 3,600 air raids.
His father returned from war only to have his Olympic swimming dreams cut short by a devastating shark attack. Yet neither parent ever harbored bitterness.
" My dad never had that attitude of would have, should have, could have. He maintained this great love for the ocean and taught me how to swim and surf a hundred yards away from where he'd had that terrible attack."
2. His 12 Lines That Transform Mindsets
The centerpiece of Shaun's work is The Surfer's Code, 12 lines of personal commitment, each beginning with the words "I will." Written in just 15 to 20 minutes, these lines have become a globally recognized tool for personal and organizational transformation.
"The words of great leaders are inspirational. Your own words are the words of transformation."
Through four stories drawn from his own experience, covering courage, perseverance, resilience, and deep human connection, Shaun guides participants to write their own 12 lines by hand. No devices. No shortcuts. A pen and a page.
3. Purpose Is the New Profit
Shaun speaks candidly about his time at Patagonia, where he managed the company's single biggest revenue contributor and learned firsthand what a purpose-led business looks like from the inside. He references founder Yvon Chouinard's decision to donate the entire $6 billion company to environmental causes as the defining example of walking the talk.
Drawing on management theorist Peter Drucker's Five Questions, Shaun argues that every organization, whether a corporation, an NGO, or a school, must begin with one simple question: what is your mission?
His own mission, stated without hesitation: to create a positive wave of hope and purpose around the world.
4. Power of Servant Leadership
The conversation turns to Nelson Mandela and what Shaun describes as perhaps the greatest leadership achievement in the history of the world: walking onto the field at Ellis Park in 1995 wearing Francois Pienaar's number six Springbok jersey.
"How small was that? Just walk on a field with a jersey on. But the implications. The repercussions. It brought the country together."
Shaun connects this to the concept of servant leadership, a model he studied in depth during his Master of Science in Leadership at Northeastern University. The leader is not there to open the country like a cash register. The leader is there to serve, to bring people together, and to make life better.
Featured Quote
"I will always paddle back out."
~ Shaun Tomson
🛠️ Advertising Campaign Mentioned
Instinct's "Waiting for Waves is Okay" Print Advert by the Rod Dyer Group: Shaun loves how it tells the story of surfing's meditative waiting as purposeful, contrasting it with people who "spend their lives waiting for nothing," and notes that copies have remained on surf shop walls for 30-50 years. It was also close to him as it was for his first and iconic surf apparel brand founded in 1979.
Conclusion
Shaun Tomson's story isn’t simply one sporting achievement. It’s a masterclass in how values forged in the ocean, commitment, and service, can become the foundation of a life well lived and a legacy that transforms others.
The waves are waiting. Write your code.
If you are a parent navigating life, a leader trying to build something meaningful, an entrepreneur questioning whether you’re on the right path or simply a human struggling to write their own code; this episode is for you.
Frequently Asked Questions:
Who is Shaun Tomson?
Shaun Tomson is a South African world champion surfer, founder of the Instinct surf brand, bestselling author of Surfer's Code: 12 Simple Lessons for Riding Through Life, and a globally recognized leadership speaker. He holds a Master of Science in Leadership from Northeastern University and has delivered his Code experience to hundreds of thousands of people worldwide.
What is The Surfer's Code?
The Surfer's Code is a set of 12 personal commitments, each beginning with the words "I will," inspired by the values of surfing. Developed by Shaun Tomson, it is used as a transformational tool in corporations, schools, universities, rehabilitation clinics, and military organizations around the world.
What is the Incredible Machines Podcast?
The Incredible Machines Podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and change-makers from across the continent.
Where can I listen to the full episode with Shaun Tomson?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcast
🌐 Tim Africa Podcast Hub
👣 Relevant Links
Shaun Tomson’s LinkedIn: https://www.linkedin.com/in/shaun-tomson-42a57213/
Shaun Tomson’s Instagram: https://www.instagram.com/shauntomson/
Shaun Tomson’s Facebook: https://www.facebook.com/shauntomsonathlete/
Shaun Tomson’s Twitter: https://x.com/shauntomson
Shaun Tomson’s Website: https://shauntomson.com/
The Surfer and the Sage Website: https://surferandthesage.com/
The Surfer and the Sage Book: https://www.amazon.com/Surfer-Sage-Guide-Survive-Lifes/dp/1641706554
The Code Book: https://www.amazon.com/Code-Power-I-Will/dp/1423634292
Surfer’s Code Book: https://www.amazon.com/Surfers-Code-Simple-Lessons-Through/dp/1423622278
Shaun Tomson Press Release from Santa Barbara Independant: https://www.independent.com/2025/06/04/shaun-tomson-and-the-evolution-of-instinct/
Shaun Tomson Today TV Interview: https://www.youtube.com/watch?v=9lBeQec7-Aw
Shaun Tomson CGTN Africa TV Interview: https://www.youtube.com/watch?v=L-OUNCfi7UI
Comments