The remedy to surfing's corporate sickness has arrived. Oh yes it has! And it's wearing the most unlikely of disguises. Rather than bearing a sinister Guy Fawkes mask and chanting sanctimonious slogans of violence and rebellion, Surfing's saviour smiles benevolently and wishes us all to do likewise.

Yesterday an email arrived announcing the dates for an ASP longboard competition, the Be Kind, Be Calm, Keep Smiling Whalebone Classic. Scheduled for mid-July at Cottesloe the Be Kind, Be Calm, Keep Smiling Whalebone Classic is guaranteed to keep commentators and press agents alike on their toes.

At first glance I thought the title was another stellar example of over-the-top naming rights. The Quiksilver and Roxy Pro Gold Coast presented by Land Rover or the Telstra Drug Aware Pro Margaret River finally had some competition. A quick phone call, however, proves the reality to be much better.

Be Kind, Be Calm, Keep Smiling isn't the name of a company. It isn't even the slogan of a company. Be Kind, Be Calm, Keep Smiling are 'love action' words carefully chosen by Michael Cottier, the cheerful soul who is stumping up $10K of his own coin to name the competition.

Cottier is a 55-year old ex-police officer who has followed the pro longboard circuit for 14 years "scraping the barrel, getting lifts to competitions." Not surprisingly pro longboarding isn't a lucrative career move, even more so for someone moving through their second half-century. Which makes the Be Kind sponsorship even more intriguing.

So why is he forking out his own cash? The answer, in a roundabout way, begins in 1996.

Cottier was a police officer for 21 years of his life but left the force in '96 with an anxiety disorder. "I found out the police don't like honest people" is Cottier's curious take on the condition that caused him to stop work. Emotional turmoil was at the heart of his problem.

Cast adrift Cottier had to rediscover himself and systematically build himself back together. He tells me this with the enthusiasm of the self-made man. "I discovered that love is everything. I began to identify with love action words," he says enthusiastically. And thus his healing had begun.

Cottier explained his mantra to me. "Kindness, you see, is spreading love to others. Calmness is self-love. Smiling, that's a universal act of love that feels good, even if have to force yourself to do it!"

Cottier found his path and took his love action words to the street – literally. "I've put loving signs out the front of my house so people who walk by can read them. And I've just bought a Toyota Coaster and painted it with 'Be kind, be calm, love is the answer'." If you see him on the road be sure to give him a toot.

During our conversation Cottier mentions a protracted court case following his departure from the police force. "So is the money for the Be Kind competition from your compensation?" I ask.

"It sort of is and it sort of isn't," is his circular reply, before adding "It's mine to use as I see appropriate."

And turning a small 1 star contest into a 3 star contest thereby luring big name longboarders from 'round the globe for a hearty weekend of festivities is exactly what he thinks is an appropriate use of his money.

I couldn't help but admire the fella. Cottier has done his own cost/benefit analysis and decided sponsoring the contest is worth it. He's gone and ponied up his own cash just for the sake of spreading love action words. "At least you're guaranteed the feelgood comp of the year," I tell him.

"The Whalebone is always a feelgood comp. This will make it even better!"

I wish Michael all the best and hope the Be Kind, Be Calm, Keep Smiling Whalebone Classic is everything he wished for.

"Oh, it will be mate. I cant lose!"

I don't even longboard but I'm tempted to go and check it out myself.

The Be Kind, Be Calm, Keep Smiling Whalebone Classic is on the 14-15th July at Cottesloe, Western Australia.