The man who had "Never Ever Give Up" emblazoned on his board at this very location over a decade ago, still lives by the mantra.

In fact, Kelly Slater entirely raised the bar today on how to surf, at 36-years-old no less, he dug deep to hoik a stylish double-grab air to overtake Bede Durbidge in the witching minutes of the Bells finale.

His third Bell, his 36th contest victory, and most importantly for him -- in surfing better than he ever has before -- he is ushering in the promise of a whole new performance era where everything else becomes obsolete.

Who knows what fire was lit under him in the off-season? New approach, new equipment, the motivation of being beaten by Mick Fanning, the arrival of Jordy Smith and Dane Reynolds, hammock time in Florida, not stressing, or all of these things put together? ...

As Kelly answered today; "I should quit before every contest, say 'I'm not going anywhere', (laughs) should go home or something."