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Tag: WSL

Where the Pros Go: Best Places to Surf in the World

Posted on by Athelo Group

By Alyssa Overheim

Athelo Group

Once tethered to local breaks, professional surfers now chase perfection across the globe’s best places to surf. These athletes, from rising stars like our own Brisa Hennessy to all-time legends like Kelly Slater, seek more than just swell forecasts. They chase identity, community, and soulful connections to places that have shaped their lives and careers.

From the jungle points in Pavones, Costa Rica, to the reef giants of Cloudbreak in Fiji, these best places to surf in the world are home breaks, proving grounds, and personal sanctuaries for pro surfers.

Quick Highlights

  • Surfing’s addition to the Olympics expanded the sport’s global reach, driving pros to refine their craft on the world stage.
  • The global surf tourism market was valued at $68.3 billion in 2024 and is projected to hit $95.9 billion by 2030.
  • CNN named Pipeline on Oahu, Hawaii the world’s top surf spot, celebrated for its towering six-meter waves and flawless barrels.
  • Legends like Kelly Slater and John John Florence built their careers on iconic waves including Pipeline, Teahupo’o, and Kirra.
  • Athelo athlete Brisa Hennessy found her style in Costa Rica’s tropical swells, training at Pavones—home to one of the world’s longest waves, stretching more than 800m.
  • Fellow Athelo surfer Zoe Benedetto honed her grit on Florida’s East Coast, where small, unpredictable 1–2 ft waves demand adaptability.
sunset at one of the world's best places to surf

Brisa Hennessy’s Best Places to Surf: Matapalo & Cloudbreak

Raised off-grid on Costa Rica’s Osa Peninsula in Matapalo, Brisa Hennessy learned the foundations of surfing on waves like Pan Dulce and Pavones. These breaks are encompassed by dense rainforest and local community. 

From a young age, surfing for Brisa was more a way of life than a sport. Her parents ran a local Pan Dulce surf school, where she first stood up on a wave at age three. This foundation has shaped the soulful and grounded competitor we see today.

Years later, during lockdown from the COVID-19 pandemic in Fiji, Brisa faced one of her most defining moments at Cloudbreak, a legendary reef break known for its raw power. As she described in SurfGirl Magazine, confronting fears head-on filled her with confidence. 

“Fear is uncomfortable. But I learnt [at Cloudbreak] that when you accept it’s real, it’s there, you’re willing to embrace it. You either stay uncomfortable or you grow.” 

These two iconic surf spots, Matapalo and Cloudbreak, go beyond just being her favorite. For Brisa, they’re the chapters that shaped her resilience. Matapalo is Brisa’s heritage. Cloudbreak represents her embracing her fears and finding clarity amid the chaos.

Zoe Benedetto’s Favorite Surf Spot: Fort Pierce, Florida

Rising star and pro-surfer Zoe Benedetto grew up surfing the Fort Pierce Inlet. The inlet is a modest, yet challenging beach break she proudly calls her home territory. 

“It’s a pretty solid beach break for Florida,” she told The Inertia. “It definitely prepares you for the grovel and challenging aspect of surfing where it’s not perfect all the time.” This foundation has given her a competitive edge and grit that carried her through her early QS victories.

Beyond her home break, Zoe also loves Playa Escondida in Costa Rica. This sought-after surf spot is revered for its world-class quality and regular wave frequency. While remote, Playa Escondida offers a more intentional surf for Zoe, one that resonates with her evolving style.

surfboards in one of the best places to surf in the world

Zane Schweitzer’s Top Picks: Maui, Hawaii & Cloudbreak

Born into a water-obsessed family on the island of Maui, our very own Zane Schweitzer mastered ocean sports before he could walk. These watersports include surfing, windsurfing, and stand-up-paddleboarding. His grandfather, Hoyle Schweitzer, invented windsurfing, setting the tone for Zane’s life and passion for the ocean. 

Zane calls Manu’s reef breaks home, especially spots like Honolua Bay with its groomed, hollow right-handers and sheltered trade winds. 

Along with Honolua Bay, Cloudbreak in Fiji also holds a special place in his heart. As one of his favorite surf spots in the world, Cloudbreak pushes Zane to his limits. Out there, it’s all about wave-riding ability and talent on the water, conditions that strip the sport back to pure instinct.

Slater, Florence, and Ewing: Their Favorite Spots

Pro-surf legend Kelly Slater has many break favorites across the globe. His reach spans from Pipeline and Kirra to Jeffreys Bay and Sebastian Inlet. Slater also has described his deep connection to the surf community in Tavarua, Fiji where Cloudbreak feeds his passion.

John John Florence’s homebreak is the iconic surf spot of Pipeline on O‘ahu’s North Shore, arguably the most challenging and celebrated wave in the world. This spot is also home to many surf competitions, where the community and culture has enhanced its appeal and has contributed to the growth of the sport.

Florence has described this wave as both familiar and commanding, saying he’s “not afraid” even when the ocean looms overhead. From childhood paddling to back-to-back world titles, this top surf destination has seen many of his life-defining moments. 

Hailing from North Stradbroke Island, Ethan Ewing’s strength lies in rail control and speed. Yet, he also favors Teahupo’o in Tahiti, a renowned heavy left-side break known for its raw challenge and breathtaking barrels. His 2022 season showed Ewing wasn’t just surviving Teahupo’o, he was excelling in it.

surfer in maui best place to surf in the world

The Places That Shape Surfers & Their Performances

Pro surfers may travel the world in search of waves, but the breaks closest to home often define their style. Brisa Hennessy’s surfing DNA was formed in Matapalo and Cloudbreak, yet her sharpest results have come at Pipeline and Punta Rocas.

Zoe Benedetto learned adaptability in the shifting beach breaks of Fort Pierce, Florida, a skill that now carries into competitions from Oceanside to Barbados.

Kelly Slater’s first proving ground was Sebastian Inlet, but his career-defining wins span Pipeline, Jeffreys Bay, and Teahupo’o. John John Florence, raised on the North Shore’s reefs, has proven himself from Tahiti’s heaviest barrels to South Africa’s point breaks.

These stories show that while identity begins in home waters, a surfer’s legacy is built on waves that demand skill, instinct, and commitment.

Surf Brands and the Next Wave of Sponsorship

Posted on by Athelo Group

By Baptiste Cheseaux

Athelo Group

Surfing has always been tied to a strong sense of culture and lifestyle. For a long time, sponsorship in the sport was led mainly by core surf brands such as Rip Curl or Quicksilver. But nowadays, the cards have been reshuffled and a number of new players have joined the game.

Since joining the Olympic Games, surfing has gained global exposure and drawn interest from brands beyond the traditional surf world. As a result, sponsorship strategies are evolving, and brands are actively pursuing new commercial opportunities.

Quick Highlights:

  • The global surfing market was valued at approximately $4 billion in 2023, with projections nearing $6 billion by 2032.
  • The surfing Equipment Market, which includes surfboards, apparel, accessories, and gear was estimated at $4.13 billion in 2024.
  • Surfing was among the 10 most-watched sports in Brazil during the Tokyo 2020 Olympics.
  • The 2023 Rip Curl WSL Finals set a new record with 10.7 million video views, marking a 29% increase over the previous year.
  • Hurley signed an 8-year, $30 million deal with John John Florence, one of surfing’s biggest contracts.
female surfer holding board in the water

The Pillars of Surf Sponsorships

Surfing is nearly inseparable from the brands that helped define it. Companies like Rip Curl, Quiksilver, Billabong, O’Neill, and Hurley laid the foundation for what surf marketing looks like today.

Rip Curl remains a major force, backing iconic events like the Rip Curl Pro Bells Beach— the longest-running professional surfing competition in the world. Billabong, under Boardriders Inc., continues to support world champs like Italo Ferreira and rising stars like Bettylou Sakura Johnson. Hurley has also stayed active by partnering with both pro and influencer surfers, including Zoe Benedetto.

Newer surf-focused brands are making moves, too. Vissla and Outerknown, co-founded by 11-time World Champion Kelly Slater, are gaining traction by putting sustainability at the center of their business models. Last year, the brand released the first-ever shirt made of seaweed!

Sustainability isn’t just a trend in surf— it’s a strategic choice that resonates with the sport’s eco-conscious audience. Outerknown, for example, pledged to make 100% of its products circular by 2030 and already meets that standard with 75% of its fabrics.

male surfer catches wave

The Rise of Non-Endemic Sponsors

While endemic brands still lead the space, non-endemic companies are gaining ground in surfing as the sport’s sponsorship value continues to climb.

Red Bull is a standout example. The brand supports athletes like North Shore surfer Mason Ho and creates original surf content and events such as Red Bull Magnitude. While not surf-specific, Red Bull’s deep roots in action sports like BMX and snowboarding give the brand strong credibility with the surf audience.

Corona, owned by AB InBev, has taken a more purpose-driven approach. As a global sponsor of the World Surf League, the brand aligns itself with ocean conservation through campaigns like “Protect Our Beaches.” These efforts show how non-endemic brands can break category norms and deliver messaging that resonates with surf fans.

Jeep entered the surf world in 2015 by becoming the official global automotive partner of the WSL. The deal included naming rights to the men’s and women’s Championship Tour rankings and introduced the “Jeep Leaderboard.” Jeep vehicles were awarded to WSL Champions, with branding featured prominently throughout events and broadcasts.

jeep surf brand

Navigating Authenticity and Exposure

Breaking into surfing isn’t about budget—it’s about belonging. The smartest non-endemic sponsors know surfers can spot inauthenticity instantly, so they invest in grassroots efforts, tell real stories, and show up for the community. Red Bull’s athlete-first model is a strong example, prioritizing partnership over pure promotion.

This is also what we focus on at Athelo Group. We’re proud to be driving this shift by helping athletes use authentic storytelling to build real and lasting connections with brands beyond traditional surf culture.

Brisa Hennessy’s partnership with Flamingo, a body care and razor brand reflects this approach. The collaboration shows how unexpected partnerships in surfing can thrive when they feel real to both the athlete and the audience.

What’s Next for Surf Sponsorship?

With climate change directly impacting the oceans, it’s no surprise that eco-conscious brands are stepping deeper into the sport. The World Surf League (WSL) has been carbon neutral since 2019, offsetting emissions tied to athlete travel, event operations. In addition, the organization launched its “One Ocean” initiative to engage fans and support conservation projects across the globe.

Technology is also becoming part of surfing’s everyday rhythms as more surfers are using smartwatches, AI surf forecasts, and drones to capture their sessions.

Athelo Group sits at the intersection of these shifts, helping brands tap into surf culture through partnerships that are both purpose-driven and tech-forward. As the sport evolves, we’re building strategies that reflect where surfing is headed, not just where it’s been.

The Refurbished US Open of Surfing

Posted on by Athelo Group

By Tyler Cohen

Athelo Group

Dating back to 1959, the historic site of Huntington Beach, CA, has been used to create a unique surfing competition that brings surfers and fans from around the world to one location. This event determines which surfers have what it takes to qualify for the World Surf League (WSL). Through the years, the competition has created significant moments in WSL history and ultimately allowed the world of surfing to grow exponentially. The competition was rebranded over the years, and finally, in 1996, it became the prominent US Open of Surfing. As the US Open approaches, the WSL decided to spice things up and change the overall fan experience to benefit all fans who step foot onto the beach. With a record-breaking attendance at Huntington Beach last year, the WSL wants to continue growing its market to open up the surfing world to everyone. With many historic moments, competitions, and sponsors, the WSL and Huntington Beach want to create a competition that will impact the overall future of surfing. 

Wallex Headlines the Event 

For the past 10 years, the US Open of Surfing used the shoe company Vans to promote and gain traction within their community. Vans has historically worked with niche sports, which allowed them to foster a unique relationship with the US Open of Surfing and its small community.  Although Vans and the US Open collaborated positively over those 10 years, the WSL decided it was time to implement a new sponsor that would open the world of surfing to a different audience. Starting this year, Wallex, a global financial technology company, will be taking over and proudly representing the prestigious competition. This alliance creates a unique partnership for the event and the future of surfing.

Wallex coming in as the new sponsor creates a feeling of enthusiasm as the company is young and growing and has dedicated itself to creating the best competition for surfers and fans. With much emphasis on creating the best environment for surfers, fans, and spectators, they also want to focus on particular elements that can positively impact the competition itself. With their technological advancements and dedication to constantly growing, Wallex’s approach will ultimately transform the US Open into an unforgettable and inclusive experience. 

The announcement of Wallex becoming the new official sponsor of the competition has allowed a new era to begin within the world of surfing. Through this sponsorship, the surfing community has seen that their advanced technology, passion for innovation, and commitment to their athletes will allow this year’s US Open to flourish. This action-packed competition will become even more interactive, and with Wallex at the forefront, this year’s US Open will impact surfing for many years to come. 

US Open of Surfing

New Opportunities for the Fans

As more and more fans become involved with the sport, additional opportunities have opened up for the WSL. Instead of having everyone stand on the beach, the league decided to create a more fan and family-focused environment. Many historic and new sponsors will have the chance to interact with the world of surfing as the fans will have an opportunity to be up close and personal with the action. This change will create a new and improved feel to the event and will allow fans to have more options and engagement with the events over the week-long event. 

Fans are one of, if not the most important, elements to consider when creating a competition/event. The WSL and Wallex have accounted for this, and have taken significant action to ensure fans have the best game-day experience. The league announced that they will be holding a festival-style setup featuring many new and upcoming sponsors, as well as those who have represented Huntington Beach over the years. With the addition of food trucks, athlete signings, beach activities, and more, they want everyone attending the competition to have anything they desire. The idea of creating a festival setup for this competition will allow fans the opportunity not just to watch, but interact with new businesses, sponsors, and ultimately, people who make a huge impact on the surfing world. The WSL and Wallex realize how much history goes into this event and wouldn’t want to do anything to take away from that. 

The sport of surfing continuously grows in skill, known as one of the most extreme sports on the planet. The WSL has decided to step it up and add to the extremeness by including the Nitro Circus, known for its daring motocross tricks and stunts. The Nitro Circus event will be a freestyle competition and will take place right on the beach. With their gravity-defying tricks and jaw-dropping feats, the Nitro Circus athletes push the boundaries of what is possible, showcasing their incredible skills and fearlessness. The synergies between the two sports will create an even more extreme sports environment as fans can watch two of the most entertaining and niche-oriented sports in the world at the same time and place. Together, this collaboration will create an electrifying performance that will leave the audience admiring all of the athletes’ abilities, and creating memories of a lifetime. 

All of these new and improved additions are being made to fit the needs of all fans and spectators, whether you’re a long-time surf fan or just getting into the sport. This fresh approach will allow fans and spectators an opportunity to involve themselves with the surf community in one of the most historic sites.  

Leaving A Lasting Impact 

The US Open has been around for quite some time and surfers coming from all over the world, the pressure is on and everyone can feel it. At the end of the six days of events, 80 men and 48 women will have to rack up as many points as possible to compete and qualify for only a few spots. Making it into the men’s top 10 and women’s top 5 will give surfers an edge, as this competition is the perfect place for surfers to gain an advantage over their competitors. These intense days leave fans and spectators in awe, and the new sponsor wants this event to impact how surfing competitions will be conducted and viewed. 

The WSL and Wallex saw an opportunity to combine their skills and assets to create a new and improved US Open, one that caters not only to athletes, but also to the dedicated fans. The addition of the new festival-style setup, sponsors, the Nitro Cross event, and more, has allowed fans and spectators to experience a surfing event in a completely new way. The combination of the action sport and the pioneering technology, the Wallex US Open of Surfing will allow for a remarkable encounter that will blend the energy from the tournament with the connectivity and effectiveness that Wallex provides. It was clear when this alliance was formed that both wanted to create an environment for the fans that was family-friendly, action-packed, and community-based. By focusing on and implementing all three of these elements into the event, they hope that all surfing competitions can use the US Open as an example to follow. 

Following the lead of the Wallex US Open of Surfing will ultimately give other competitions and events an example of how to create a more holistic event experience. This is important for the evolution of the sport because as surfing continues to grow, the fan experience becomes vital and each competition will need to make sure they cater to their base in order to attract new fans. In the coming weeks, get ready to watch the best surfers in the world ride the waves that might get them to the top of the rankings, while having so many opportunities at your fingertips.

Sources:

  1. https://www.surfer.com/features/history-of-us-open-huntington
  2. https://www.worldsurfleague.com/posts/517752/2023-wallex-us-open-of-surfing-presented-by-pacifico-ushers-in-new-era-of-thrills-and-family-fun
  3. https://www.latimes.com/socal/daily-pilot/sports/story/2023-07-03/u-s-open-of-surfing-will-return-to-huntington-beach-with-new-title-sponsor
  4. https://shop-eat-surf.com/2023/06/wsl-reveals-new-title-sponsor-for-us-open/#:~:text=The%20Wallex%20US%20Open%20of,%2C%20Nixon%2C%20and%20Pura%20Vida
  5. https://thecitylife.org/2023/07/08/2023-wallex-us-open-of-surfing-presented-by-pacifico-ushers-in-new-era-of-thrills-and-family-fun/
  6. https://enjoyorangecounty.com/vans-us-open-surfing/
  7. https://www.ocregister.com/2023/06/28/new-sponsor-new-vibe-announced-for-us-open-of-surfing-in-huntington-beach/

WSL Finals 2022: Key Takeaways

Posted on by Athelo Group

By Devin Kelley

Athelo Group

The 2022 Rip Curl WSL Finals took place last week, showcasing the greatest talent in the world. For months, the world’s best surfers have been competing around the globe, fighting for a chance to finish with the #1 title. 36 men and 18 women competed in 10 regular-season WSL events as part of the 2022 season. Of these 54 participants, only 5 men and 5 women made it to the finals at Lower Trestles in San Clemente, California.

Key Takeaways:

The time for women is now: Stephanie Gilmore’s unprecedented performance shows the world anything is possible. A former world champion, she entered the Championship day in 5th place before going on to beat the four surfers ranked ahead of her. Gilmore went on a miraculous run, winning her 8th WSL championship. With that win, she broke the record for women’s world title count that stood since 2006. Gilmore showed emphatically that she remains one of the best on tour in front of the thousands of fans who came to watch these surfers compete – many of which were female, highlighting the significant growth this sport has seen on the women’s side of the competition. On the topic of progress, Gilmore commented, “I’m just so proud of the women in surfing. These positive changes that have happened, that is from the hard work and perseverance of the women before us.” 

Activating with purpose: As the presenting sponsor, Rip Curl leaned heavily into their upcycled wetsuit program during this time in content, on-site activation, and more. Rip Curl partnered with TerraCycle on a wetsuit take-back program that promotes sustainability by creating supply chains for recycling hard-to-recycle items like wetsuits.  The Rip Curl Wetsuit Free Recycling Program is currently available in Australia and New Zealand and plans on expanding to more regions soon. Rip Curl used this opportunity to show their love for sustainability and the environment. Through the power of this partnership, around 4 tonnes of wetsuits have been diverted from landfill in Australia. The success at this year’s WSL Finals for Rip Curl will continue to inspire others to discover unique, organic ways to activate their brand’s assets. Popularity at events like the WSL Finals allows for sponsors to get involved on the ground and take advantage of all the opportunities that presents. 

It takes a village: The city of San Clemente has a long-standing relationship with the surf community and it certainly was on display far and wide from coffee shops, bars, and the beach itself. The whole community was buzzing with excitement and anticipation leading up to the finals. Local shops were swept with business from all of the foot traffic coming through the town. With help from the San Clemente and Lower Trestles community, everything came together to create the perfect experience for all those in attendance at the WSL finals. The WSL even partnered with artist Erik Abel to create the custom jerseys worn during the competition, personally designed to each represent a different aspect of Lower Trestles. Most notably, the orange jerseys were designed with the iconic Trestles cobblestones. All of this worked to bring success to, and showcase the beauty of, San Clemente’s little surf mecca. 

The tide is shifting, but not completely: At 34 years old, Stephanie Gilmore became the winningest female surfer of all time. The future for both the men and women is bright with a young influx of talent being led by the likes of 22-year-old Brisa Hennesy who made her WSL Finals Debut. While Stephanie Gilmore is ranked #1 in the world again, the competition will be hungry for a comeback next season. Some of the rising talents Gilmore has her eyes on are Bettylou Sakura Johnson, Gabriela Bryan, and Luana Silva. On the men’s side, Filipe Toledo went into the finals ranked the #1 seed, beating fellow Brazilian Italo Ferreira in two consecutive heats after Ferreira had to climb his way up as the No. 4 seed. Toledo’s first WSL championship title did not come unexpectedly as he had a stellar year leading up to this final win.

An open runway for brands: While the sport continues to reach new audiences with its incredible growth year over year, the opportunity for brands to come in and activate incredible and unique ways is ripe for the taking. Surfing is one of the fastest-growing sports. Growing exponentially at 12% per year, the current surfing population is estimated at approximately 23 million participants. With the continuing elevation of surfing as a whole, brands and companies are looking for ways to get involved to speak to this rapidly developing audience. The WSL recently renewed their global partnership with Corona, as the Official Beer Partner of the WSL Championship Tour for the next three years, highlighting the value this brand continues to see with this growing sport.  Through their partnership, Corona has had the opportunity to showcase some of their CSR efforts, working together to protect the ocean from pollution. The quick growth of the sport as a whole inherently creates more opportunities for companies to also get involved. Last year’s WSL Finals were a hit with surf fans, achieving 6.8 million live stream views and over 11.3 million fans engaging with video content. With the continuing popularity of surfing and the WSL, more and more brands will look to be a part of it for years to come.

Sources:

  1. https://www.latimes.com/sports/story/2022-09-10/photos-world-surfing-league-title-san-clemente-pictures
  2. https://www.ripcurl.com/us/explore/events/rip-curl-wsl-finals.html
  3. https://www.worldsurfleague.com/posts/503068/world-surf-league-renews-long-term-partnership-with-corona
  4. https://wavegarden.com/why-create-a-surf-spot/#:~:text=Surfing%20is%20one%20of%20the%20fastest%20growing%20sports&text=Growing%20exponentially%20at%2012%25%20per,at%20approximately%2023%20million%20participants
  5. https://www.boardsportsource.com/2021/09/17/rip-curl-wsl-final-achieves-6-8-million-live-stream-viewers/
  6. https://onherturf.nbcsports.com/2022/09/12/surfer-stephanie-gilmore-on-record-breaking-world-title-greatest-performance-in-my-entire-career/
  7. https://www.youtube.com/watch?v=qXLee7r3vf8
  8. https://www.linkedin.com/posts/rip-curl_behind-the-scenes-with-terracycle-activity-6963662932366802944-Rwh5/?utm_source=share&utm_medium=member_desktop

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