It’s been interesting the last few years getting The Wave off the ground and entering into a surfing business: commercial operation, which ultimately has to answer to investors, but is based around a sport/hobby/culture that we are passionate about for all its “non-commercial” attributes. Ultimately, we believe deeply that sharing some of the stoke we get from wave riding with people who would possibly never experience it is a good thing to do; the right thing to do, as long as we do it right.
As part of building a business plan we have had to look at “the surf industry.” It seems a weird way of describing our very essence. How can you put a number on the feeling you get stroking into oil-slick, glassy, overhead waves, whooping mates into perfect peaks, or the deep ethereal uplift it gives you? It’s nonsense, or is it?