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Growth snapshot · prepared for HUPO

World-class credibility. It lives on other people's websites.

HUPO has some of the strongest performance credentials in Australia. But search engines and AI assistants learn about HUPO from Rip Curl, NSWRL, podcasts and speaker bureaus, not from hupo.com.au. The fix doesn't need new credibility. It needs the credibility you already have, moved home.

Prepared byJordan, Plexo ScopeGoogle · AI search · growth DateOctober 2026

01 · The situation

Three gaps.

GOOGLE

Others own the searches for Nam's name

Search "Nam Baldwin breathing coach" and page one is Rip Curl, Adelaide University, NSWRL, speaker bureaus and podcasts. hupo.com.au doesn't appear.

Keynote enquiries, and the commission, go to bureaus.

AI SEARCH

AI can't read the proof

Client logos are images, The Shift, EPIC and BET are never defined, and there are no FAQs or articles to quote.

ChatGPT and Perplexity can't recommend HUPO by name.

GROWTH

Demand runs through one diary

Nam's name is the draw, but only Nam has a keynote page. The wider coaching team and ongoing programs barely show.

The most valuable work is under-sold.

02 · What HUPO already has

Proof most competitors can't match.

Mick Fanning3× world champion surfer
Stephanie Gilmore7× world champion surfer
Jess FoxOlympic gold medallist
Surfing AustraliaOlympic campaign, from 2018
NSW BluesState of Origin camp
Since 2006London, New York, LA, Fiji, Maldives

Almost none of this is on hupo.com.au in a form Google or AI can read. It sits in testimonials marked up as headings, logos without names, and other people's articles.

03 · What we found

Where the visibility leaks.

Google search

  1. Bureaus outrank HUPO for its own keynoteSaxton and Keynote Entertainment carry fuller bios and booking paths.
  2. The brand is split across two domainsPodcasts link to nambaldwin.com, so authority builds in the wrong place.
  3. There are no articles at allNothing ranks for questions buyers search, like breathwork for stress at work.
  4. HUPO is missing from its own categoryCorporate breathwork searches return smaller competitors instead.
  5. The technical basics are weakGeneric page titles, a US locale, a dead Terms link and a 2024 footer.

AI search

  1. Client proof is locked in images24 logos with no names in text.
  2. The methods have no definitionsAI can't cite The Shift, EPIC or BET without an explainer.
  3. Page structure confuses crawlersTestimonials are H1 headings, with several H1s per page.
  4. Nothing to quoteNo FAQs, no articles, no clear answers to buyer questions.
  5. No structured data or llms.txtNothing tells AI who HUPO is, who the coaches are, or what they offer.

04 · Where the growth is

Market the business HUPO is becoming.

The goal isn't more bookings for Nam. It's using the trust in his name to sell the whole team and the programs that create the deepest impact.

Sell the team, not just NamMove the trust in Nam's name onto HUPO's coaches and programs.
A second voiceGive another Elite Performance Coach a full speaker and coach profile.
Programs as the hero offerLead with EPIC and leadership-team coaching; keynotes are the front door.
LinkedIn firstCorporate buyers live there. The site turns that attention into discovery calls.
Work close to homeLocal corporates can be served in person without interstate travel.
Digital, laterCourses or assessments that reach more people without more coach time.

05 · The 90-day plan

Three moves. No new credibility needed.

DAYS 1–30

Bring the authority home

  • A definitive Nam Baldwin page
  • A full profile for a second HUPO coach
  • nambaldwin.com redirected to HUPO
  • Client names and proof in readable text
  • Titles, locale and structured data fixed
DAYS 31–60

Define the methods and the offer

  • Explainer pages for The Shift, EPIC and BET
  • Ongoing programs as the lead offer
  • A buyer FAQ for HR and event planners
  • An llms.txt file for AI models
DAYS 61–90

Turn attention into programs

  • A LinkedIn content engine for the coaches
  • The best posts republished as articles
  • The first digital product scoped
  • Monthly AI-visibility tracking
AT DAY 90
  • More discovery calls for ongoing programs
  • Bookings for coaches beyond Nam
  • Page one for Nam and HUPO's methods
  • HUPO named in AI answers

06 · The solutions

Every gap has a fix.

Google

  • A Nam page that outranks the bureaus
  • One HUPO domain
  • Proper titles, locale and structured data

AI search

  • Explainers for The Shift, EPIC and BET
  • Client names and proof in readable text
  • Buyer FAQs and articles AI can quote

Growth

  • A second coach profiled as a speaker
  • Ongoing programs as the lead offer
  • A LinkedIn engine and a first digital product

Next step

Let's walk through it together.

We'll go through the full audit on a video call: what we found, what we'd do first, and what it would take.

Book the call