Just came across this older article on paddle power with several top surfers giving advice on how to increase your paddling efficiency. There are some good bits in there that I will definitely try to put into effect in my next session and thought it might be useful to others on here as well. Enjoy!
http://www.surfline.com/surf-news/surfline-health--fitness-paddle-power-advice-from-the-worlds-best-on-how-to-maximize-your-stroke_41384/