12-Month Content Calendar

Willie's Surfboard Wax
April 2026 through March 2027 · 52 weekly blog posts · ~210 social posts · 12 monthly newsletters

Pillar Color Key

Wax & Application (30%)
Surf Tips & Tutorials (25%)
Beach Life & Community (25%)
Pro Spotlights & Performance (20%)
April 2026
"Spring Tune-Up"
Pillar Focus Wax & Application + Beach Life
Water Temp 58-62°F (cool wax dominant)
Newsletter Theme Welcome & the spring tune-up — get your board ready for the season
Product Push Cool Water bar + Base Coat refresh kit
Wk 1
WaxMeet Willie: The Origin Story — How a chihuahua and a garage in Puka Cove became a wax brand
Wk 2
WaxWhat Is Base Coat (And Why It's the Most Skipped Step) — The unsexy bar that makes everything else stick
Wk 3
LifeSunrise at the Pier: 5 Reasons to Surf Before 7 AM — Why early light is the cheat code
Wk 4
TipsHow to Read a Surf Report Without Lying to Yourself — Beginners' guide to swell, wind, and tide
May 2026
"Surf School Stories"
Pillar Focus Surf Tips + Community
Water Temp 60-65°F (cool wax)
Newsletter Theme First-time surfer guide + Mother's Day gift sets
Product Push "Beginner Bundle" gift box (board, base coat, cool wax, sticker pack)
Wk 1
TipsFive Mistakes Every Beginner Surfer Makes (And How to Skip Them) — Real talk from Kai's lesson days
Wk 2
LifeThe Beginner Bundle: Surf Mom's Day Gift Guide — What to gift a mom who just took up surfing
Wk 3
TipsPaddling Out: A Drill That Actually Builds Endurance — Pre-session warm-up routine
Wk 4
LifeLocal Surf Schools We Like (And Why) — Featured Tide Pools + Newport schools using Willie's wax
June 2026
"Sunrise Sessions"
Pillar Focus Beach Life + Wax
Water Temp 64-68°F (cool/warm transition)
Newsletter Theme Summer is here — new warm-water bar launch
Product Push Warm Water bar (new launch) + sticker giveaway
Wk 1
WaxCool to Warm: When to Switch Your Wax (and Why It Matters) — Temperature rules of thumb
Wk 2
LifeWillie's Day at Pelican Bluff: A Photo Essay — Behind-the-scenes with the brand mascot
Wk 3
ProLocal Pro Spotlight: Riding with the Puka Boardriders — Featured competitive surfer Q&A
Wk 4
WaxWhy Warm Water Wax Is Not Tropical Wax (Stop Doing This) — The 5°F that changes everything
July 2026
"Don't Melt"
Pillar Focus Wax + Surf Tips
Water Temp 68-72°F (warm wax)
Newsletter Theme Heat hacks + 4th of July contest
Product Push Tropical bar (for vacationers) + reusable wax tin
Wk 1
WaxWax in a Hot Car: A Cautionary Tale — Kai's first-ever batch melt and how to prevent yours
Wk 2
LifeFourth of July Surf Contest Recap — Local heats, community vibes, who Willie picked to win
Wk 3
TipsCrowded Lineup Etiquette: Don't Be That Person — Survive Puka pier in July
Wk 4
WaxHow to Remove Old Wax (Without Wrecking Your Board) — The scrape, sun, towel method
Wk 5
LifeGoing on Surf Trip? Here's What to Pack — Travel checklist for the warm-water vacationer
August 2026
"Mind the Locals"
Pillar Focus Pro & Performance + Surf Tips
Water Temp 70-74°F (warm/tropical)
Newsletter Theme Tourist season survival + advanced technique month
Product Push Pro Series bar + branded waterproof sticker pack
Wk 1
ProWhat "Style" Actually Means in Surfing — A pro's-eye breakdown of stance, flow, and fluidity
Wk 2
TipsReading the Lineup: How to Spot Who's Got Priority — The unwritten rules
Wk 3
ProInside the Workshop: How a Bar of Willie's Gets Made — From soybean to wrapper
Wk 4
LifeCustomer of the Month: Maria from Tide Pools — Featured local longboarder + her board's wax pattern
September 2026
"Fall Is Best"
Pillar Focus Beach Life + Wax
Water Temp 68-72°F (warm wax holding strong)
Newsletter Theme The locals' favorite season + back-to-school surf routines
Product Push Multi-pack discount (3-bar fall set)
Wk 1
LifeWhy Locals Love September: The Empty Lineup Confession — When the kids go back to school, the waves are ours
Wk 2
WaxWax Storage 101: Where to Keep Your Bars Between Sessions — Drawer? Garage? Glove box?
Wk 3
TipsBuilding a Pre-Surf Routine That Actually Works — From driveway to lineup in 18 minutes
Wk 4
LifePelican Bluff Beach Cleanup Recap — Willie's annual cleanup event coverage
October 2026
"Hang Loose, Halloween"
Pillar Focus Beach Life + Pro
Water Temp 65-70°F (cool wax returning)
Newsletter Theme Autumn swells + Willie costume contest
Product Push Limited-edition Halloween wax wrapper + 4-bar variety pack
Wk 1
ProThe Best Local Contests Coming Up This Fall — Where to watch, who to follow
Wk 2
WaxThe Warm-to-Cool Switch: Reading the Thermometer — Knowing when to break out the cool bar
Wk 3
LifeWillie's Halloween Costume Vote — Three options, comments decide. Tiny shark? Tiny pumpkin? Tiny lifeguard?
Wk 4
TipsHow to Wax a Used Board You Just Bought — Cleaning, base coat, top coat sequence
Wk 5
LifeHalloween Surf Costume Roundup — Customer photo dump from the local lineup
November 2026
"Wax Up Winter"
Pillar Focus Wax + Beach Life
Water Temp 60-66°F (cool wax)
Newsletter Theme Winter swells incoming + Black Friday gift sets early access
Product Push Cold Water bar launch + Holiday Gift Bundle (4-bar + sticker + cap)
Wk 1
WaxCold Water Wax Is Different: Here's Why — The chemistry behind softer formulations
Wk 2
LifeThe 2026 Willie's Holiday Gift Guide — What to give the surfer in your life ($15-$80 range)
Wk 3
ProBig Wave Season: Riding the First Real Swell — Pro tips for handling Trestles in 6-8 ft
Wk 4
WaxBlack Friday: The Only Sale Willie's Runs All Year — Why we don't discount the rest of the time
December 2026
"Holiday Hang Ten"
Pillar Focus Beach Life + Wax
Water Temp 58-62°F (cold wax)
Newsletter Theme Last-minute gifts + Willie in a Santa hat
Product Push Stocking stuffer single bars + gift card
Wk 1
LifeWillie in a Santa Hat (You're Welcome) — The annual mascot photo shoot
Wk 2
WaxLast-Day-to-Order Holiday Shipping — Cutoffs, gift wrap, pre-orders
Wk 3
TipsSurfing in a Wetsuit: Beginner-Level Wisdom — Booties? Hood? Gloves? Yes, sometimes all three.
Wk 4
LifeEnd of Year: The Top 10 Photos Customers Sent Us — Year-in-review wax-pattern hall of fame
January 2027
"New Year, Fresh Wax"
Pillar Focus Wax + Surf Tips
Water Temp 55-60°F (cold wax)
Newsletter Theme Resolutions + a base coat refresh tutorial
Product Push Base Coat refresh kit + scraper tool
Wk 1
WaxResolution: Wax Your Board Right This Year — A 5-step start-of-year tutorial
Wk 2
TipsCold Water Surfing: How to Stay Out an Extra 30 Minutes — Booties, hoods, and sneaky warm-up tricks
Wk 3
ProPipeline Watch: What the Pros Are Riding This Winter — Hawaii season coverage from afar
Wk 4
LifeThe "I'm Not a Pro But" Workout Routine — Kai's actual surf-fitness routine, no gym required
February 2027
"Cold Water Confessions"
Pillar Focus Pro & Performance + Beach Life
Water Temp 55-58°F (cold wax)
Newsletter Theme Pure-dedication-only edition (no Valentine's)
Product Push "Cold Hard Truth" 2-pack (cold + base coat)
Wk 1
ProThe 5 AM Crew: Who Surfs in February (and Why) — Profiles of three winter regulars
Wk 2
LifeValentine's Day at the Beach (We're Not Doing a Heart Post) — Anti-cliché copy with one wax-bar-as-a-rose photo
Wk 3
WaxWhat Happens to Wax in Cold Water (The Science) — Why your top coat needs to be softer
Wk 4
TipsBig Swell Etiquette for the Rest of Us — How to stay out of the way when the locals are sending
March 2027
"Spring Standby"
Pillar Focus Wax + Surf Tips
Water Temp 56-62°F (cold/cool transition)
Newsletter Theme Year recap + spring season prep
Product Push Year-end variety bundle (one of each temp)
Wk 1
WaxCold to Cool: The Annual Spring Switch — Knowing when (and how) to swap wax
Wk 2
TipsSpring Cleaning Your Quiver: A Board Care Guide — Dings, fin care, pad replacement
Wk 3
LifeYear One With Willie: What We Learned — Brand anniversary post (12 months in business)
Wk 4
ProLooking Forward: The Spring/Summer Pro Calendar — Contests, events, athletes to watch
Wk 5
LifeThank You: A Note from Kai & Willie — End-of-year-plan reflection, tease of next year's themes
Annual Social Plan
at a glance

Each blog post anchors 4-5 social posts that week (different angles, different formats). Plus 1 lifestyle/community post and 1 engagement post (poll, fill-in-blank, "what's your local break") rotate through.

Post Type Per Week Per Year Notes
Education / How-to1-2~80Pulled from current week's blog
Lifestyle / Sharing1-2~70Surf reports, Willie pics, sunrise sessions
Industry / Community1~50Contests, cleanups, customer shoutouts, local news
Engagement / Interaction1~50Polls, fill-in-the-blank, opinion questions
Promotional (CTA)0-1~25Product launch, sale, restock — capped at 1/wk
TOTAL4-5/week~210/yearTue + Thu + Fri default; Sun bonus when good
Willie's Surfboard Wax · Calendar v1 · Made by Kai & Willie