Why a solid brand identity is the first step to surf park marketing

Jess Ponting is co-founder and the current CEO of Surf Park Central which hosts the annual global surf park industry conference - Surf Park Sunmmit. He is also the Director of the Center for Surf Research and Managing Director of STOKE.In this conversation we explore changing surf culture, including growing acceptance of wave pools among ocean surfers and the increasing use of surf parks as substitutes for traditional surf trips as Jess Ponting highlights the potential for wave pools to introduce surfing to new communities while teaching etiquette, heritage and environmental responsibility. We also get a sneak peek at what's on tap at this year's Surf Park Summit September 1-3 at Atlantic Park Surf in Virginia Beach.

Surf park marketing starts with a strong brand. In this podcast Stephanie ter Hürne shares 5 tips (and much more) for building destinations

Our favorite nerds from Flowstate reveal how its latest AI model analyses entire surf rides, implements automated judging and coaching, and changes the wave pool experience.

This whole podcast started as the result of a WhatsApp text exchange between myself and Baptiste Caulonque of Endless Surf. I was on deadline for a story on prices for wave pools and had asked him how much it costs to build a basic surf basin. I knew it would be hard to get a direct answer because I know there is a shopping list of variables, like soil, power access and local costs. Baptiste shut me down. "What country? What model? Full concrete or engineered soil? What waterproofing solution? I can't give you a value that I can back. And, because WavePoolMag is a reference, we will get asked to justify the prices that you quote. Even if you just want a ballpark figure.”Fair enough, Baptiste. So in this podcast of wave pool costs and considerations, Baptiste (pronounced "Bah-tiste") explains why getting a clear, simple sticker price for a surf lagoon, can be so difficult. Spoiler Alert: it’s mostly about the soil.

Launched by Adam Bonvin, Alaïa was born following a surfing trip to France. His desire: to recreate this surfing atmosphere in the Swiss Alps. Alaïa Bay became the world’s third Wavegarden Cove opened to the public. But the real story here is what happened after the grand opening. Dealing with harsh Swiss winters, pool bottom issues, and operating within a non-endemic surf culture, Adam learned harsh operational lessons early on. It’s a common theme in the surf park space as projects discover that a successful facility relies less on sizzle reels of the pros and more on how you cultivate customer experience beyond opening day. In this candid interview, Adam shares what went wrong and how the team made adjustments to remedy each issue as it surfaced - the ongoing process of which has molded Alaïa Bay into the premier surf experience it is today.

Nate Stevens started at the NLand wave pool in Austin, overseeing retail. He first learned about the Atlantic Park Surf project in 2017 while it was still in the early planning stages and followed its development for several years before working his way onto the team. Today, as general manager, he guides multi-department operations, including guest services, marketing coordination, HR collaboration, accounting oversight, and policy development, overseeing more than 65 employees across operations and coaching.

The perfect wave pool surf shop is hard to build. Go too core and casual surfers feel excluded. Go too mainstream and locals lose interest. That’s why the Lost Shore surf shop works so well.Run by Kim Travers and Keir Smith, the shop blends global surf brands with independent local labels, creating a retail space that feels authentic without losing broad appeal. Miles from the ocean, it has become one of Scotland’s most respected surf destinations.

As the Surf Experience Manager at Alaia Bay (oops, I mistakenly call him CEO in the podcast), he oversees all aspects of the surfing operation within the wave pool. He is responsible for designing and scheduling surf sessions, managing staff planning, and ensuring every guest enjoys the best possible waves and overall experience.

David develops and operates surf-centered real estate and club projects. He describes his work as figuring out where artificial wave facilities can function as part of a larger business, especially in residential communities and private clubs. That includes evaluating land, working with capital partners, finding local development partners, planning operations, and making sure the surf component can be supported by the surrounding economics. His earlier work included executive roles in the ski industry, serving as chief operating officer at Surf Ranch and later helping reposition Waco Surf. In those roles, he focused on resort operations and customer-use patterns. At Meriwether, he is now applying that approach to projects featuring Endless Surf technology in Baja, the California desert, and other markets.

New platform Wavepooljobs connects wave pool employment at surf parks, currently listing nearly 100 roles across global operators in a growing industry. We speak with creators Paolo Formenti and Bruno Gujer.