"New management, along with ownership, is leaning into a 'surfer first' strategy...."
Three years ago, I embarked upon an epic quest across these United States in search of the mythical non-surfing World Surf League fan. The global home of surfing had, since its inception in 2015 circa 1976, been tailoring its product to that audience and I felt it was my duty, as a surf journalist, to discover one. Beginning in Cardiff by the Sea, I drove to Albuquerque, New Mexico, where I did not find one. I broke down in Tucumcari, New Mexico, where I did not find one. I spent a night in Amarillo, Texas while waiting to get the car fixed, where I did not find one. I continued on to Oklahoma City where then-World Surf League CEO Erik Logan texted me that the legendary Sooner Boomer Barry Switzer was one and put me on a text chain with Switzer and his wife. It turned out that it was not, in fact, Switzer though was his wife who was not pleased and replied to Logan, me and the rando, “Totally strange. Stop all messages to me.”
After that it was Memphis, Tennessee where I did not find one then Nashville, Tennessee where I might have found one. I can’t really remember. No matter now, though, as the the World Surf League has officially abandoned the lot of them.
In a stunning LinkedIn message, the newly appointed Director of Athlete Relations Chris Heffner openly declared, I’m exciting to step in at a time when the League is shifting focus — no more chasing the mythical ‘surf fan’ that doesn’t surf.”
Wails of anguish could be heard rising up from Norman, Napersville and North Ogden.
Not finished twisting the knife, Heffner continued, “New management, along with ownership, is leaning into a ‘surfer first’ strategy…. and I’m here for it.”
Howls of sorrow could be heard rising up from Peoria, Pleasant Township and Pontiac.
Heffner went on to describe how this pivot has led to better partnerships with cooler brands… like Neutrogena, kicking Shiseido in the teeth once more.
But what do you make of all this? Are there enough surf fans who surf, on earth, to sustain the tour?
Currently more questions than anwers.