The punk rock of English education: how BHLC is flipping the script on international student recruitment

From rejection to reinvention

Oscar Codoceo, BHLC’s managing and marketing director, believes the future of student recruitment demands more than systems it demands identity.

“In an era when institutions struggle to engage global learners, especially those drawn to adrenaline, music, and self-expression,” he says. “We knew the conventional model had failed. BHLC isn’t just a school. It’s a cultural movement.”

A designer and surfer, Oscar led BHLC’s 2015 rebrand, ditching stale academic clichés for a rebellious, punk infused brand identity. By 2018, students were enrolling not because of agents: but in spite of them. The brand grew organically, leading to a 2019 move to a flagship campus and a new era of skate days, branded surf gear, and athlete sponsorships. Today, BHLC merch sits comfortably beside brands like Volcom and Vans in both Australia and Japan.

Culture over commission

While many colleges struggle under tightened visa policies and rising fees, BHLC thrives not through gimmicks, but through genuine cultural connection.

“We don’t teach English,” says Codoceo. “We embed it into surf sessions, student gigs, art, and community. That’s what today’s learners crave.”

Still, the academics hold strong. BHLC delivers nationally accredited General English and IELTS preparation courses, blending immersive experience with measurable outcomes. Its innovative use of VR earned the 2021 English Australia Innovation Award, cementing its reputation as a forward thinking institution.

A scene, not just a school

Academic leadership is helmed by Juan Solina a teacher, surfer, and Master of Education who fuses structure with soul. Paula Pastor, a former international agent and now head of marketing, embodies the BHLC lifestyle in and out of the water.

While many colleges struggle under tightened visa policies and rising fees, BHLC thrives not through gimmicks, but through genuine cultural connection

The front desk is powered by a tight-knit, student-focused team: Fabiola Rebec, Hiromi Thompson, Malone Birot, and Gonzalo Romero, a skater, surfer, and cultural anchor for BHLC’s community. BHLC’s teachers aren’t just qualified, they’re chosen for their ability to inspire and connect with students in meaningful ways.

Students at the centre

In an increasingly difficult visa landscape, BHLC students remain fiercely loyal. They advocate for the school online, call out misinformation, and choose BHLC even when agents push higher-commission options.

“Our students aren’t passive,” says Pastor. “Trust here is earned.”

Looking ahead

Now celebrating 25 years, BHLC remains creative, independent, and unapologetically bold.

Through its 15% Project, student-led marketing, and direct recruitment model, BHLC offers a transparent, student-first alternative to the agent-heavy status quo. Backed by the Tuition Protection Service (TPS), students can enrol with confidence.

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