On this episode, we sit down with Dane Gillet (Japan-based photographer, surfer, and content creator) for a wide-ranging conversation on social media, attention, and building a sustainable path as an athlete or business owner.
Dane explains the shift away from traditional “influencer” thinking toward pure attention, anyone can go viral overnight because demand for content far outstrips supply. He breaks down why consistency (often multiple posts a day) beats polished one-off content, how to read Meta’s analytics to spot when the algorithm is pushing you and then double down, and why spreading yourself across every platform usually stalls growth. He shares how he gets paid directly by Meta for views, why you should treat your presence as an individual rather than a company (so the algorithm doesn’t immediately demand ad spend), and how to create content that resonates without hard selling, showing real surfing, pain points, behind-the-scenes life, and curiosity hooks instead of product pitches.
They also cover the practical side for foiling athletes and small operators: chasing cash-rich non-gear sponsors (travel, insurance, phones, etc.) rather than only traditional product deals, focusing on one platform until you have real traction, and treating social media as a business that must eventually produce money or free time. Dane closes with straightforward business fundamentals—legally making that first dollar, understanding invoices and taxes, where funding actually comes from, and why the real goal is identifying the life you want so you stop working once you have enough to fund it.
Episode Highlights:
* Why attention (not follower count) is the real currency and how even small accounts can go viral
* Consistency as the foundation: posting daily (or more) and analyzing drop-off, spikes, and engagement
* Focusing on one platform until it works, then bringing that audience elsewhere
* Getting paid by Meta for views once you complete the business setup
* Creating content that attracts without selling: authentic riding, pain points, and curiosity
* For athletes: prioritizing cash sponsors over gear deals and refusing to be pigeonholed
* Doubling down the moment something starts to spike instead of taking a day off
* Basic business reality: making a legal dollar, invoices, taxes, and only two places to spend money (inventory or people)
* Identifying the life you actually want so you stop working the moment you can fund it
Follow Dane on Instagram for his Japan surfing and daily content: @japansurf
Follow Foil Life Podcast: @foillifepodcast