Why Surf Companies now need Marketers

When I was growing up, Surfing was not yet considered a global sport. In 2020 Surfing was deemed a world-wide sport with it being introduced at the 2020 summer Olympics in Tokyo. The recognition surfing now faces is a result of the significant growth the industry faces today. Within 10 years the market is forecast to grow from $11 billion to $17 billion (IBA world tour 2020). Furthermore several studies by the Surfing Association claim that their are approximately 35 million surfers world wide and that figure forecasts to soar to 50 million over the next six years (IBA World Tour 2020).

figure 1.0 https://wavepoolmag.com/surfing-to-remain-salted-during-the-paris-2024-olympics/ (Klein 2019).

These trends in growth reflect the large market of opportunity people have in working within the surf industry too meet growing demand. As the sport continues to grow, leading surf brands are now seeking the best form of marketing in reaching their wide spread audience . This is because as the popularity of surfing increases, so does the demand for the products surrounding it such as board shorts. Currently surf companies focus their operation in three major territories including America, Europe and Oceania where they get over 90% of their annual income (Surfer today 2019). In meeting this high demand from these regions, Surf companies require marketers too best deliver their products/services too consumes within these regions.

Figure 2.0 https://www.campaignmonitor.com/customers/rip-curl/ (Campagin monitor 2022)

Surf shops around the world are declining as a result of a noticeable change in discretionary spending patterns. Consumers are after the hard goods at the moment, the stuff which you actually need to go surfing such as a surfboard instead of clothing attire. The result of this means many surf companies are failing too meet new consumer needs and so profitability of surf companies are stagnating. In todays market Surf companies need to become skilled at retail in their own right. The most profitable surf companies will be those that can deliver surf products exactly with what their customers want. A good example of a leading profitable Surf company is Rip-Curl. Neil Ridgway (Rip curl international CMO) attributes rip curls success with the companies long term brand success in its ability to make great content and forge long-lasting influencer relationships (Ridgeway 2019). "In the business sense, the brand leads the way: the products, and that's the way we tap into our customers and get our customers to love us" (Ridgeway 2019). Consumers within the surf industry require authenticity and thus surf companies need marketers in helping create their own brand authenticity in keeping and gaining new customers.

figure 3.0 https://www.surfline.com/surf-news/good-epic-plus-three-terrifying-waves-teahupoo-august-7th/127839 (Sanders 2021)

Surfing at times can be considered a extreme sport due to certain surf breaks possessing life-threatening risks involving shallow reef, extreme swells or even highly shark interrogated waters. These factors are what draw many people into watching the sport as it is believed people receive a adrenaline rush when watching such events take place. I strongly believe as the sport continues to grow the World Surf league and fellow surf companies should aim in running advertisement campaigns in untouched Regions such as Africa and Asia in promoting the sport and products that make up the industry. Although people from these regions may not necessarily be able to surf, they can become fans of the sport and thus provide greater exposure to surfing. For surf companies, marketing products to a new audience may be their key to success as people from these regions may like and be interested in the clothing products advertised. As well newly gained fans of the sport may show their support through purchasing surf branded clothing attire which would further help profitability of surf companies

References

Campaign Monitor. 2022. Rip Curl uses email marketing to drive sales. [online] Available at: <https://www.campaignmonitor.com/customers/rip-curl/>

IBA World Tour. 2022. How Fast Is Surfing Growing?. [online] Available at: <https://ibaworldtour.com/how-fast-is-surfing-growing/>

The CMO Show | A marketing podcast by ImpactInstitute. 2019. Neil Ridgway on mastering the breaks of surf marketing — The CMO Show | A marketing podcast by ImpactInstitute. [online] Available at: <https://www.thecmoshow.impactinstitute.com.au/episodes/neil-ridgway-on-mastering-the-breaks-of-surf-marketing/>

Sanders, M., 2021. Good-Epic -- Plus Three Terrifying Waves -- Teahupoo, August 7th. [online] Surfline. Available at: <https://www.surfline.com/surf-news/good-epic-plus-three-terrifying-waves-teahupoo-august-7th/127839>

Surfer Today. 2019. The inconvenient truths about the surf industry. [online] Available at: <https://www.surfertoday.com/surfing/the-inconvenient-truths-about-the-surf-industry>