João Castanheira
Business Administration Alumnus
I began my professional career in September 1999 at Unilever. I started as a management trainee and then worked in the Home and Personal Care unit, spending time in the Marketing, Trade Marketing, Category Management and Sales departments. During this time, I had the opportunity to work with an incredible team to develop some of the company's major consumer product brands, such as Skip and Dove, on a daily basis. I also collaborated closely with some of Portugal's leading retailers, including Jerónimo Martins, SONAE, Auchan and Lidl. Overall, I spent more than five years at Unilever, where I made great friends and had the chance to apply and hone all the management knowledge and tools I had learned at Católica-Lisbon SBE.
What led you to follow a different path
I left Unilever in 2005, the same year that my grandfather passed away. I immediately spoke to my family to see if they would be interested in converting our holiday home into a surf school. There was no opportunity to start the Surfcastle project at that time because my family had other plans for the house. Even then, however, I was unconsciously planting a seed for my future career. Then, unemployed and free, I decided to take a year out to travel and surf around the world. This was undoubtedly one of the most memorable experiences of my life, as I was free to do what I love most (surfing). At the end of my year off, I received a phone call from one of my uncles asking if I was still interested in converting our holiday home into a surf school. Naturally, I was overjoyed and immediately decided to talk to my dear friend Pedro Pulido Valente, also known as 'Ginjas', about embracing the Surfcastle project. Our partnership in this business was very successful and lasted for over 15 years. We started working on the project at the end of 2006, with me as business manager and Pedro as technical director of the surf school. We each had very well-defined responsibilities, which we always fulfilled with pride and integrity. Our partnership only came to an end at the end of 2022, when Pedro decided to pursue other projects. The secret to our success was that, despite being business partners, we always managed to maintain our friendship. Thank God we are still very good friends today! Looking back, when we started the Surfcastle project in 2006, my friends and family were always supportive, but I don't think they believed we would develop the Surfcastle brand so successfully.
Your “C-side” Today
I am currently still the head of Surfcastle. It is a surf lodge and school located on Baleal beach in the municipality of Peniche in the district of Leiria. My job involves managing the business from top to bottom, and my main responsibility is to act as the host of Surfcastle. In other words, I am responsible for making our customers feel comfortable and at home. I am also the CEO of this small company, which means I am responsible for marketing, sales and finances. Most importantly, I must manage Surfcastle's human resources (all employees and surf instructors) effectively and maximise their potential. My experience at Católica-Lisbon SBE was crucial to my professional success. It was there that I learned to develop business management techniques and tools. Católica-Lisbon SBE also places great emphasis on teaching good business ethics, which is important in the service sector and particularly in the hospitality industry, in which Surfcastle operates.
I can tell you that I feel very fulfilled professionally. After all, I have the opportunity to run my own company, which is precisely why I spent six years studying at Católica-Lisbon SBE. I also work in the surfing industry, my greatest passion in life, and I am fortunate enough to live right next to the beach here in Peniche. Being able to surf practically every day is a real blessing! But above all, through Surfcastle, I am able to transform people's lives. Teaching our customers a new sport and showing them Portuguese surfing culture is a truly incredible reward. It's something intangible that's hard to put into words, but it's a profound professional achievement.
Final Reflection
All the training I received at CATÓLICA–LISBON over the years has been fundamental in creating and managing Surfcastle. The methodologies and values developed at the university, such as ambition, discipline, dedication, resilience, adaptability, teamwork and leadership, were and continue to be essential in my career transition. Above all, cultivating human relationships with customers, suppliers and colleagues is critical for success in the hospitality and surf teaching sectors.Surf.