How the world’s most aspirational sport is growing both in and out of the ocean
The demand for surf has never been higher. The world is home to an estimated 119 million surfing fans and is considered the #1 most aspirational sport. Surfing has proven to be a key driver globally in fashion, entertainment and culture by attracting a wide range of enthusiasts and influencers. This coveted audience boasts a median income of $75k, is highly educated, median age of 35 years old and is #1 in social media and consumer brand engagement. Content is king, and surfing provides an instant connection to digital consumers and the massive distribution platforms of social media.
The surfing industry has exploded during the COVID-19 pandemic due to increased interest in outdoor, socially distant activities. Surf shops and board manufacturers have seen an explosion in demand[1] as more people are getting in the water around the world. “I think everyone was trying to get in touch with nature and think how they could be more physically active in the outdoor environment, because all of the indoor options for sport and lifestyle were taken away,” commented Australian teacher and surfer Joe Draffen[2].
With surfing slated for the Tokyo 2020 Olympic Games, the sport will be exposed to an estimated audience of 3.6 billion people[3]. Wave pool technology will prove key to bring surfing to the masses, beyond the previously limited coastal geography. People worldwide will have opportunities to learn and improve their surfing skills outside the ocean.
American Wave Machines’ wave pool technology provides the access to surfing that so many are seeking in today’s experiential recreation economy. PerfectSwell® surf pools produce the world’s best man-made waves, enabling rapid skill progression for all levels, from beginners to pros. Combining premium surf with a relaxing beach atmosphere, a PerfectSwell® surf venue is unparalleled as an experience realm[4].
With robust pay for surf and sponsorship revenues, American Wave Machines powered surf parks enhance leasing space value and demand, increase foot traffic and dwell time, and provide a venue for contests. In the shift to “retailtainment,” mall owners have also discovered surfing as a huge draw. Now open in New Jersey, PerfectSwell® is making waves inside the American Dream mall.
For smaller footprints, American Wave Machines offers SurfStream® standing wave technology – an ideal venue anchor to generate revenue around surf lessons, training, competition, fitness, entertainment, F&B, surf retail, and board sales. From soft rolling whitewater waves to hollow right and left barrels, SurfStream® delivers a full range of surf experiences in a compact space.
American Wave Machines breakthrough technology delivers wave riding capability anywhere. As the industry leaders in providing authentic out-of-ocean surf experiences, AWM aims to take the most aspirational sport in the world to the next level. Contact us to discuss our indoor, outdoor, large- or small-scale solutions for your business model.
[1] ‘Are Surfboards More Valuable than Toilet Paper During Coronavirus?’, Surfline.com
[2] ‘COVID-19 pandemic a boon for surf industry as many Australians find refuge in the ocean’, abc.net.au
[3] ‘How many surfers are there in the world?’, Surfertoday.com
[4] Experience Economy by Joseph Pine and James Gilmore
