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Beach Grit

SIMA: “Be bold! Take risks!”

Chas Smith

by Chas Smith

Is Rip Curl's Reign of Conservative Terror officially over?

You, of course, know that the acronym SIMA stands for the Surf Industry Manufacturer Association and you might know that the group, including executive vice-presidents and team managers from across the surf industry spectrum (Billabong, TufLite, Bad Boy, etc.) gathers each year in Los Cabos, Mexico to pretend things are still rad but you probably didn’t know that SIMA’s president, John Wilson, opened the festivities with an impassioned plea.

“Be bold and take risks, stay committed and passionate to surfing and the industry that surrounds it, embrace change as opportunity, and you guys better have fun.”

My heart, for one, could not be more encouraged.

Boldness, risk-taking, passion and fun are pretty much my modus operandi. Ask Zach Weisberg, founder-in-chief of health and fitness blog The Inertia.

And can I assume this dawn of a bold, risk-taking and fun new era means that Rip Curl’s Reign of Conservative Terror is officially over?

That the cloistered, buttoned-up, afraid-of-revealing-any-fun(drug)-truth, passive-aggressive, dull, duller, dullest, bland, lying, boring, paranoid surf industry of the past decade plus has been put asunder?

Has Rip Curl’s Neil Ridgway been pushed to outer darkness? Has the World Surf League’s Graham Stapelberg been slapped from his job by the open hand of good times?

And can I also assume that some “vice-president of global marketing” positions are now open?

May I submit my resume?

Chas Smith

Career Objective:

Bold. Risks. Passion. Fun.

Core Competencies:

Can wax a surfboard above average. Etc.

Professional Experience:

Mick Fanning


Neil Ridgway

Graham Stapelberg

I’m waiting by the phone and thrilled.