World champion surfer, bestselling author, and leadership speaker Shaun Tomson is marking the 20th anniversary of Surfer’s Code with something bigger than a book launch. He is using the milestone to spark a broader movement centered on hope, purpose, resilience, and personal responsibility.

First published in 2006, Surfer’s Code became one of surfing’s most enduring and best-loved titles, resonating with readers far beyond the beach. Now, with a new 20th anniversary edition set for release on April 28, 2026, Tomson is revisiting the message that made the book so impactful in the first place, while introducing updated reflections drawn from decades of lived experience in and out of the water.

At its core, Surfer’s Code is built around a simple but powerful idea: the promises we make to ourselves shape the lives we live. Tomson’s philosophy, often expressed through the words “I will,” has long encouraged people to live with greater intention, discipline, and courage. In a time when many people feel disconnected or uncertain, that message may feel more relevant than ever.

Rather than treating this anniversary as a conventional book tour, Tomson is framing it as a live invitation for people to come together around values that still matter. Through a series of events tied to the release, he aims to create conversations that inspire, uplift, and move people toward action in their own lives.

Tomson has spoken openly about the transformative power of words and ideas, especially during difficult times. For him, books are not just a source of comfort, they are a way to reset the mind and create a new perspective. That belief has helped define his work as an author, speaker, and mentor, and it sits at the heart of this new chapter for Surfer’s Code.

The influence of the book has also been recognized by some of the most respected voices in surfing. Kelly Slater, the 11-time world champion, has praised it as a lasting classic, noting that Tomson’s lessons reach far beyond surfing and into everyday life. That broader appeal is part of what has given Surfer’s Code its staying power over two decades.

Tomson, who won the world surfing title in 1977, has spent much of his life using the sport as a platform for something larger than competition. Over the years, his message has reached audiences in corporations, universities, underserved schools, and prisons, proving that the values forged in the ocean can carry meaning almost anywhere.

What makes this 20th anniversary edition especially timely is its focus on connection and responsibility in a world that often feels fragmented. The book’s message is not about escaping life’s difficulties. It is about meeting them with clarity, commitment, and the willingness to choose a better path.

For readers who love surfing, Surfer’s Code remains a touchstone. For everyone else, it offers something just as valuable: a practical philosophy for navigating adversity, loss, change, and the daily challenge of living with purpose.

Tomson’s message is also extending beyond the page through the relaunch of Instinct, the iconic surf brand he originally founded in 1979. The revived label is being positioned as more than a nostalgia play, reconnecting with the values-driven spirit that has long defined Tomson’s work while introducing Instinct to a new generation. In interviews around the relaunch, Tomson has framed the brand as part of the same larger mission behind Surfer’s Code, one rooted in purpose, character, and positive choices.

These days, your reputation often begins online before a client ever walks through your door. Whether you run a law office, a dental practice, a wellness brand, or a chiropractic clinic, people are searching the web to find answers, compare options, and decide who they can trust. That is where public relations and search engine optimization come together.

PR shapes your story and builds credibility. SEO makes sure the right people actually see it. When the two are aligned, they create a cycle of trust and visibility that fuels growth.

Why PR Matters for Professional Services
Public relations is not just about getting your name in print. It is about shaping perception. A thoughtful media mention, a quote in an article, or a published expert opinion can position you as someone worth listening to. For a lawyer, this might mean explaining a high-profile case in plain language for the public. For a dentist, it could be offering preventative care tips during National Dental Health Month. Chiropractors might focus on wellness and posture awareness, while wellness companies can shine by connecting their products to lifestyle conversations.

“PR is about storytelling,” says Mike Falkow, CEO at Meritus Media. “For industries like law and healthcare, it is often the difference between being just another listing online and being recognized as a trusted voice.”

How SEO Brings People to You
PR helps you look credible. SEO makes you visible. If you want new clients to find you when they type into Google, you need smart SEO strategies. That includes clear keywords, easy-to-navigate websites, local business listings, and reviews.

A law firm in Los Angeles that wants more personal injury clients has to show up when someone searches for “Los Angeles personal injury attorney.” A Tampa chiropractor has to be easy to find when someone types in “back pain relief near me.” It is not just about ranking higher, it is about meeting people right at the moment they need you.

Blending PR and SEO
Here is where the magic happens. When you land a feature in a credible publication, that mention often includes a link back to your website. Google sees that link as a vote of confidence, which boosts your search rankings. On the flip side, a blog post that is written with SEO in mind can get picked up and shared if it is timely and tied to bigger conversations in the media.

According to Meritus Media, “The mistake many professionals make is treating PR and SEO as separate projects. The truth is they amplify each other. Press mentions bring credibility and backlinks, and optimized content helps that coverage travel further.”

Best Practices for Each Industry

• Law Firms: Build authority through thought leadership. Comment on relevant legal issues and create content around the cases and topics people are searching for.

• Dentists: Focus on education. Share preventative care tips, encourage reviews, and make sure your practice shows up in local searches like “dentist near me.”

• Wellness Companies: Lean into education-driven PR. Announce new research, highlight expert voices, and optimize for lifestyle searches such as “natural ways to boost energy.”

• Chiropractic Offices: Become the go-to local expert. Host workshops, engage with local press, and use SEO to highlight treatments tied to specific conditions and locations.

The Takeaway
A strong digital presence requires more than just a website. It requires being seen, being trusted, and being remembered. For law firms, dentists, wellness companies, and chiropractic offices, the smartest approach is one where PR and SEO are not competing, but working together.

As Meritus Media puts it, “It is not enough to have an online presence. You need to be discoverable, credible, and memorable. That is the sweet spot where PR and SEO intersect.”

Men do not have a menopause moment. There is no dramatic, all-at-once hormonal cliff like women experience in midlife. Instead, there is a quieter, slower change, a gradual decline in testosterone that can take decades to unfold. For many men, it creeps in so subtly that it is brushed off as “just getting older.” But this stage of life has a name, and it can carry serious consequences: andropause.

Testosterone levels naturally drop about 1% a year starting in a man’s 30s or 40s. That might sound insignificant, but over time it can mean a major difference in energy, mood, strength, and overall health.

Dr. Anju Mathur, Medical Director at Angel Longevity Medical Center and a specialist in bioidentical hormone replacement therapy, says the misconception around “male menopause” keeps too many men from seeking help. “Andropause is real, but it is not the male equivalent of menopause. It is a gradual process that can span decades, which is why so many men suffer in silence. They notice they are not feeling like themselves: less energy, decreased motivation, changes in body composition, but they are told it is just part of getting older. The truth is, optimal hormone levels are crucial for men’s health and vitality at every age.”

Beyond the Bedroom

While loss of sex drive is often the headline symptom, andropause affects much more than libido. Men may experience:

• Decreased muscle mass and strength
• Increased belly fat
• Lower bone density
• Fatigue and poor sleep
• Mood changes, depression, or irritability
• Brain fog and memory issues

Some men even get hot flashes and night sweats, symptoms they never expected to share with women in menopause.

Why It Matters for Long-Term Health

Untreated low testosterone is not just uncomfortable. It is linked to higher risks of heart disease, type 2 diabetes, osteoporosis, and even premature death. A large Veterans Affairs study found that men who restored testosterone to normal levels had a lower risk of heart attack or stroke, while those left untreated faced a 56% higher mortality rate.

The Diagnostic Gray Zone

Pinpointing andropause can be tricky. Symptoms overlap with stress, depression, poor sleep, and chronic illness. Blood tests help, but testosterone levels fluctuate throughout the day and can be affected by illness, medications, and lifestyle. The best evaluations go beyond total testosterone to include free testosterone, SHBG (sex hormone-binding globulin), and other hormone markers that influence function.

Treatment: More Than a Prescription

For some men, lifestyle changes such as more exercise, better sleep, and improved nutrition can make a meaningful difference in hormone balance. When testosterone therapy is necessary, it is available as gels, injections, patches, or pellets.

Dr. Mathur stresses a whole-body approach. “I do not just prescribe testosterone and send men on their way. I look at adrenal function, thyroid health, insulin sensitivity, vitamin D levels, and lifestyle factors. Sometimes optimizing those areas can naturally improve testosterone production. When replacement is needed, I use bioidentical hormones and monitor closely to ensure we are achieving optimal levels safely.”

The Functional Medicine Edge

Addressing andropause from a functional medicine perspective means getting to the root of hormone decline and addressing overall wellness. That can mean correcting nutrient deficiencies, improving sleep, reducing inflammation, and managing stress. Zinc, vitamin D, and magnesium play a particularly important role in testosterone production.

Reclaiming Vitality

Andropause does not have to signal the beginning of decline. With proper diagnosis, targeted treatment, and smart lifestyle shifts, men can maintain strength, focus, and energy well into later life.

If you are feeling unusually tired, unfocused, or unlike yourself, do not chalk it up to age. It could be your body’s way of telling you something important. Addressing andropause is less about turning back the clock and more about making the years ahead some of your best yet.