Photo: Rip Curl
Brooke Farris will be the WSL’s new Chief Marketing Officer and President of North America. The league announced today that Farris will lead its global brand, marketing, communications, and social media strategy, as well as oversee events and operations for North America.
Farris has long been connected with the world of surfing. Prior to this appointment, she had been the CEO of Rip Curl. She ascended to the position over the course of a 14-year tenure at the company, in which she held multiple leadership roles across digital, marketing, and commercial strategy. Before that, Farris was the Women’s World Tour Manager at the Association of Surfing Professionals (ASP), the WSL’s predecessor.
“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience,” said WSL CEO Ryan Crosby. “She has a clear understanding of our global fan base and brings an authentic connection to the surfing community. We’re thrilled to welcome her back to the league and excited about the impact she will have on our events, partners, and fans, particularly in North America.”
“Surfing is unique – it’s a lifestyle, a community, a sport, and a profession,” said Farris. “The World Surf League plays a central role, so I’m excited to be joining Ryan and the team at the WSL. This is the perfect opportunity to apply my industry experience and lifelong connection with surfing toward growing the sport in North America and delivering a world-class experience to our fans around the globe.”
Farris officially joins the WSL in September 2025.
