The Future of Surfing by Luis Meixner

THE FUTURE OF SURFING 2020 ONWARDS Master Thesis Industrial Design FH Joanneum University of Applied Sciences, Graz Academic Year 2017

by

Luis Meixner supported by

Lutz Kucher FH Joanneum

DECLARATION OF ACADEMIC INTEGRITY I hereby declare that the present thesis is solely my own work and that if any text passages or diagrams from books, papers, the Web or other sources have been copied or in any other way used, all references – including those found in electronic media – have been acknowledged and fully cited.

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SYNOPSIS An increase in worldwide natural disasters and global warming has called for a change in the way we life our lives.

IMPACT aims to tackle the issue of global warming and pollution at the source using eco-friendly materials and production processes.

There are currently over 23 million surfers worldwide and as the sport keeps growing, so will the demand for more high performance products built at affordable rates.

Whilst high-tech materials are stronger and lighter than their current alternatives, they are extremely dangerous to our ecosystems and can cause everlasting harm to our environment.

This thesis is aimed at showing everyone that eco-friendly materials are crucial for the future and well being of our planet.

Die Zunahme an Naturkatastrophen in einem globalen Ausmaß erzwingt ein Umdenken in der Art wie wir unser Leben leben wollen. IMPACT nimmt die Verantwortung wahr im Bestreben die Umwelt nicht zu verschmutzen und den Klimawandel durch nachhaltige Materialien und Produktionsprozesse nicht voranzutreiben.

Weltweit hat die Surfing Community über 23 Millionen begeisterte Mitglieder und täglich werden es mehr. Der Bedarf an high performance Ausrüstung zu einem vernünftigen Preis steigt kontinuierlich.

High tech Syteme sind zwar resistenter und leichter als die konventionellen Materialien, sind aber für das Ecosystem sehr gefährlich und können der Umwelt bleibende Schäden verursachen.

Diese Arbeit soll aufzeigen dass die Verwendung von nachhaltigen Materialien für das Design und den Bau von Surfbrettern für eine lebenswerte Zukunft einen großen Beitrag leisten kann.

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CONTENTS Abstract

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Intro Motivation Topics and Goals Time Plan

6 8 9 10

Past Surfing’s Origin Surfboard History The History of Surfing Surf Culture

12 14 16 18 20

Present Surfing and the Environment Surfing’s Hypocritical Attitude Surfboard Production and Consumption Current Materials Planned Obsolescence Future Materials Eco-Alternatives Questionnaire and Demographics Purchase Criteria: Image Purchase Criteria: Board Purchase Criteria: Eco-Credentials Eco-Awareness CNC vs. Handshaping CFD vs. Experience

26 28 30 32 38 40 42 44 48 50 52 54 56 58 60

Future Olympics 2020 Urban Surfing Wave Pools: Public Perception Wave Pools: Split-Culture Wave Pools: New Training Ground

62 64 68 70 72 74

Design Brand Vision and Philosophy Brand Promise and Message Brand Position and Values Brand Name and Logo Rationale Logo Development Website Development Tail Tag Design Philosophy Design Process Product Portfolio Criteria Board Graphics Board Technology: Natural Feel Board Technology: Center Flex Product Portfolio The ‘Whole Grain’ The ‘Muffin Top’ The ‘Mariachi’ The ‘Portobello’ The ‘Fly S.W.A.T.ter’

76 80 81 82 86 88 94 96 100 102 104 106 108 110 112 114 118 122 126 130

Result Model Building Product Photos and Renderings

134 136 140

References

152

Appendix A

154

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INTRO MY MOTIVATION AND ASPIRATIONS 15 years of surfing experience have brought me to the point where accepting is no longer an option. More than half a century of stagnation and carelessness towards our environment has put us in a position where change is needed if we wish to survive.

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“Open ocean”

MOTIVATION Coming to the end of my 5 year design education, I asked myself the question: “Would I rather put my profession over my passion, or make my passion my profession?�

This question lingered in my head for quite some time as - while I knew it was possible to find something to do for the rest of my life that I am passionate about, I was having a hard time discovering what I really wanted to do.

After landing an internship at Hermanns Shaping Company during my 9th semester, I discovered that my love for the ocean and surfing was something more than I had given it acknowledgment. My motivation and desire to create something better for humanity and our environment stems from my personal life and upbringing in the Caribbean. Having spent the majority of my life there and experiencing first hand what the negative affects of pollution and global warming have on our environment is something that has changed my perception on many aspects in life.

As a designer, my drive to make things better and simpler, more eco-friendly and sustainable aid in my creation of a better future for users and nature.

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TOPICS AND GOALS After deciding on doing a project about the future of surfing, I began by looking into my different areas of interest.

My design education had me instantly hooked onto tackling the design and performance aspects of surfboards.

My interests were drawn into creating the perfect surfboard for future wave pools by analysing hydrodynamic principles and characteristics and how they react with surfboards under different conditions. I was hoping to create the most high performance surfboard to date but as time progressed and I began researching the surfboard industry further, my personal values had me looking into the environmental effects that surfing has created and ways in which I can change the future of surfboard design and production.

Whilst my main interest shifted to creating a sustainable future for surfing and keeping surf culture relevant in a modernised and digital age, I kept the future aspect of wave pools and the sports development as the foundation for my brand development and board design.

My goal is to show and motivate current surfboard manufacturers to think differently and work towards a sustainable future.

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TIME PLAN BRIEFING

CONCEPT RESEARCH IDEATION BRANDING BOARD TECH CAD MODEL BUILDING RENDERING

PRESENTATIONS DOCUMENTATION

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PAST FROM PLANK TO BLANK From 200 pound logs to thinned out, light weight performance products. The change in surfboard design and production has seen massive changes. From a pastime for kings to a proving ground for upcoming professional athletes, surfing has seen it all.

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13 “Boy with wooden board”

SURFING’S ORIGIN Surfing first originated in ancient Peru around 3000 years BCE , despite surfing being first documented in the late 18th century by Europeans travelling to Hawaii and further to the Polynesian Islands. Peruvian fishermen would ride waves in their “caballitos de totora” as a pastime. These straw, horse-shaped vessels were used to transport nets and catch fish.

In Hawaii and Polynesia, surfing was depicted as a religious art-form and a pastime for elders, leaders and commoners. The waves served as a training ground for chiefs to keep fit and for commoners to solve conflict. Surfing was so religious that priests would attempt to please the seas and pray for good conditions and good surf.

After the arrival of the white man who forced natives to adapt to their views and western religion, the ancient traditions and culture associated with surfing were lost, and surfing went into a major decline, Surfing saw a surge in popularity during the early 1900s as white males who settled in Hawaii took their knowledge and experience back to the United States, where surfing spread like wildfire along the Californian coast, and later spreading to Australia. Despite surfing’s difficulty as a sport, from this point forwards with advancements in technology and the creation of automobiles, surfers could travel further distances and create boards for different conditions aiding in the surge of popularity.

As the popularity of the sport grew, many new companies were founded and this gave birth to the surfing industry as we know it today. (Taken from “The most important dates in the history of surfing” and “History of surfing”)

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“Surfing tribe”

SURFBOARD HISTORY Surfboard shaping was always very personal. Shapers are just surfers that are more interested in the craft of surfboard making and in the development of the sport. Shapers also work closely with their customers - whether casual or professional surfers - to create boards that suit the rider and or the waves they surf in for higher performance.

Ancient surfboards varied greatly in size. The larger the board, the higher the riders hierarchy. These ranged from 200+ pound 25 feet long logs to more nimble, 7 foot boards for commoners which soon changed as settlers visited Hawaii in the late 1800s.

As more people began to surf, the level of innovation began to rise and boards started becoming shorter and lighter. During the mid-1900s, shapers began experimenting with different types of woods - like balsa and plywood which cut the weight of surfboards in half - and different surfboard shapes, and after World War II shapers began experimenting with different types of plastics and fibreglass variations - making surfboards the way they are today.

Fibreglass boards paved the way for different shaping methods and board attributes. Surfers started experimenting with different channels and fin setups, further pushing the sports advancement and creating more opportunities for professional surfers to display their abilities. Fibreglass boards also made production easier and soon shapers began selling boards commercially, creating huge brands like Lost and Channel Islands. (Taken from “History of the surfboard� and Rhodes, 2016)

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“Man with wooden board”

THE HISTORY OF SURFING 3000 BCE - 2016 SURFING HISTORY SURFBOARD HISTORY

3000-1000 BCE: Peruvian fishermen build and ride “caballitos de totora” to transport their nets and collect fish.

1926: The first waves ridden in Europe are filmed in Leca da Palmeira, Portugal.

900 BCE: Ancient Polynesians ride “olo” boards as a traditional, religious art form.

BCE

1914: Duke Kahanamoku introduces surfing to Australia, at Freshwater Beach.

1900s

1908: Alexander Hume Ford founds the Outrigger Canoe.

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1910s

1929: The world’s first artificial wave pool is built in Munich, Germany.

1920s

1926: Tom Blake drills holes in his 15-foot-long redwood board to reduce its weight, then encases it in two other pieces of wood.

1935: Tom Blake writes “Hawaiian Surfboard”, surfing’s first full-length surf book.

1930s

1932: The introduction of balsa decreases surfing board weights from 100 to 30 pounds.

1935: Alfred Gallant Jr. applies floor wax to his surfboard.

1940s

1943: Tom Blake adds a twin fin system to a hollow timber board.

1951: Hugh Bradner, a MIT physicist, produces the world’s first neoprene wetsuit.

1952: Jack O’Neill opens his “Surf Shop” in San Francisco.

1958: Marge Calhoun becomes the world’s first female surfing champion after winning the Makaha International.

1959: John Severson founds “The Surfer”, the world’s first surfing magazine.

1950s

1956: Dave Sweet shapes the world’s first polyurethane foam surfboard, covered in fibreglass.

1961: Philip Edwards rides Banzai Pipeline, in Hawaii, for the first time.

2005: Clark Foam, producer of 60% of the world’s surfboard blanks, shuts down,

1962: The Beach Boys release “Surfin’ Safari”.

1966: Bruce Brown releases “The Endless Summer”, the world’s first surf movie.

2011: Garrett McNamara rides the biggest wave of all time, in Nazaré, Portugal.

1969: Doug Warbrick and Brian Singer found Rip Curl in Torquay, Australia.

1969: Alan Green and John Law found Quiksilver in Torquay, Australia.

1960s

1969: Steve Russ, a kneeboarder, invents the surf leash in Santa Cruz, California.

1973: Gordon and Rena Merchant found Billabong in the Gold Coast, Australia.

1970s

1979: Michel Barland designs the world’s first commercial computerized shaping machine.

1984: Glen Hening and Tom Pratte found the Surfrider Foundation.

1980s

1980: Simon Anderson creates the “Thruster” surfboard fin system.

1992: Kelly Slater wins his first ASP World Tour title; goes on to win 10 more.

1990s

2016: The International Olympic Committee (IOC) votes unanimously for the inclusion of surfing in the Tokyo 2020 Olympic Games.

2000+

2011: Spanish firms Tecnalia and Pukas equip a board with a gyroscope, an accelerometer, a GPS, and strain gauges to gather data.

2012: Surfboards continue to get more high-tech thanks to devices like the WaveJet.

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PAST SURF CULTURE: THE GOOD AND BAD A deep look into surf culture and the origin of surfing. Insights from the negative connotation as a lazy and rebellious youth to the heartfelt connection to one another and respect for the oceans.

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“Two surfers”

SURF CULTURE Much of society has always had a negative perception of surf culture as surfers were generally young and fit males who rejected society’s middle class values.

The term “surf’s up” came about during the 60s, when employees would frantically leave work when the waves were pumping and just like the unpredictability of the weather and waves, surfers are renowned for being very spontaneous and unpredictable - something that doesn’t fit well into modern society’s 9-5 ideologies.

Surfers belonged to the lower classes of society and as a group with little wealth and possession, surfers took a lot of pride in their local waves.

The value that these waves brought them was immense. Surfing was a way out for many youths escaping drugs and violence, issues at home and problems in school. Their pride and obsessive possession of their waves would lead to conflicts with outsiders and tourists - the birth of surf localism. Whilst surfing today is a beloved and an admirable sport for many, there used to be many problems between rival surf groups over surfing territory.

One famous group - the Bra Boys, gained a lot of attention with the release of a full-length documentary called “Bra Boys: Blood is Thicker than Water”, a movie about gang life and surf cultures evolution in Sydney, Australia.

(Taken from John Flint, 1999 and “Surf culture”) Surfing also gained some negative flak during the 60s as surfing and the hippie movement spread from California to the rest of the world. Whilst there isn’t a direct correlation between surfing and the hippie movement, many hippies would spend their time surfing and this was when society linked surfing to drugs and the rejection of social customs. (Sofia DG, 2016)

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“1960s surf gang”

SURF CULTURE Despite the negative connotation as lazy and violent drug users, surfers are at heart a friendly and caring community. Surfing and surf culture teaches younger individuals many important life lessons. Respect for elders, the environment and the sport, care and value of one’s properties, patience, endurance and perseverance and the ability to overcome ones limits.

The positivity, respect and togetherness of the surfing community is something that any and every sport should envy. In November, 2010, thousands of surfers - family, friends and fans - gathered for a paddle out to pay their respects for a former pro surfer - Andy Irons - who died doing what he loved and to celebrate life, the ocean and surfing. Instances of the surf community’s selflessness can be witnessed all over the world with many different charities and foundations springing up in 3rd world countries and in surf villages all over the world - generally with the aim of protecting the environment, teaching people to surf and offer locals some variation of escape from their daily problems.

Surfing as a sport is heavily dependent on a healthy environment. By planning ones day around the rise and fall of natures tides, and around storms and swells, surfers are kept grounded and down to earth. Creating a connection between humans and the natural world in this way also keeps humans humble and more aware of their surroundings. (Weisberg, 2013)

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“Ocean gathering”

PRESENT SURFING AND THE ENVIRONMENT As a sport that relies solely on the environment, the surf industry has definitely acted differently - producing toxic waste and boards that are meant to break prematurely.

A close look into future materials and possible solutions.

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“Man on beach”

SURFING AND THE ENVIRONMENT Whilst the surfing industry isn’t the very environmentally friendly, it is one that becomes affected the most by environmental changes. Surfers need the oceans and the tides to perform their sport and environmental phenomenons like global warming and sea level rise are detrimental to surfing’s longevity as a sport.

The changes related to global warming all affect surfing. Rising sea levels can end up completely wiping famous surf spots and surfing villages. Rising water temperatures not only increase the amount of storms that hit the coast, but can kill off entire coral reefs - as observed with the Great Barrier Reef in Australia - totally destroying ecosystems.

The general neglect of our waterways and wetlands all over the world also impacts the sea. A terrifying example of this was during the 2016 Rio Olympic games where the World Health Organisation advised athletes to cover cuts and bruises with waterproof plasters, to avoid swallowing or drinking the water and even told them to avoid exposure as much as possible. Most of this was due to untreated sewage being flushed into the ocean - an issue that has been around for more than a decade according to city authorities. (Watts, 2016).

The surf industry hangs on the fragile nature of the ocean and a disregard for our water ways can have disastrous effects on the future of surfing.

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“Oil spill”

SURFING’S HYPOCRITICAL ATTITUDE Surfing is a sport that is intimately connected with nature. The simple action of surfing on natural energy that had been forming for thousands of kilometres is considered to be a spiritual experience, however the actions of the surfing industry speak otherwise.

The surfing industry saw a boom during the late 60s and 70s as music and entertainment began taking interest in surf culture and as popularity grew, so did the interest from larger, profit oriented corporations.

Before the boom, surfboard making was a local thing. Many small scaled shapers started by building and experimenting on boards for themselves and friends which later turned into small businesses. These small shapers were not only selling surfboards but they were selling surf culture and the surfing lifestyle, and were preaching respect and humbleness towards the environment.

As larger companies began reaping the rewards of the surfing boom, smaller companies had to find ways to stay relevant and competitive. Fighting for market share meant selling boards that were built from lesser quality materials and shabby workmanship whilst keeping their familiar and eco-friendly image upright.

As surfing is so tightly connected to nature, there has always been an incentive to create products that are eco-friendly and although this would be possible with today’s materials and technologies, the surfing community both claim that the lack of availability of - and the lack of desire for sustainable products is the main cause for products being made the same way for over half a century.

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“A-Frame”

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+ 23 MILLION SURFERS WORLDWIDE

â‚OVER 6 BILLION IN YEARLY REVENUE

+ 500-700 SHAPERS AROUND THE WORLD

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+ OVER 400,000 BOARDS SOLD PER YEAR

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CO2 170-250 KG CO2 PER BOARD

+

kg 4000 TONS OF TOXIC WASTE EACH YEAR

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POLYESTER RESIN + FIBREGLASS + POLYURETHANE FOAM + FIBREGLASS + POLYESTER RESIN

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+ TOXIC AND HARMFUL WASTE

X63 MILLION BOARDS IN USE WORLDWIDE

NON-RECYCLABLE MATERIALS

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CURRENT MATERIALS Surfing benefited greatly from the remains of the second World War. Not only were soldiers interested in surfing and experiencing something new, but the war left over many high-tech materials and surfers soon found inspiration from boat and plane building. These materials and processes - whilst not the safest and most optimal for the environment - gave surfing the needed kick to create lighter and stronger boards.

Unfortunately, these materials and practices haven’t changed to this day, with companies still gravitating towards low quality and non-renewable foams, fibres and resins to keep costs to a minimum. (Taken from “War and Surfing”) The conservative approach to keeping things the same is an issue that has kept the surfing industry from developing further until the closing of Clark Foam in 2005 - due to not meeting environmental regulations set by the government - and surfboards had been built the same way for nearly half a century. (Taken from “Clark Foam”) Whilst polyurethane foam and fibreglass are almost the ideal materials for surfboard building - as they keep boards light and strong and allow for various shapes - these materials are renowned for being toxic and harmful, very energy intensive to create and are taxing on machinery. Another downside is that manufacturers have to wear special clothing and face masks when working with these materials and cleaning of excess can only be done with acetone and other harmful solvents.

The closing of Clark Foam - the worlds largest supplier of surfboard blanks - was the wake-up call that sent many builders scampering for alternatives. EPS- and XPS foams turned out to be an upgrade as they displayed better flex characteristics - general flexibility and rebound, were lighter and stronger and forced builders to use epoxy resins which are stronger and have a longer lifespan.

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“EPS Foam”

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“Fibreglass”

PLANNED OBSOLESCENCE Surfboards - their soul purpose being high performance sports products - are and have always been built around weight and performance being highest priority. The ultimate goal is to create surfboards that are flexible enough to create drive and “pop” during turns to accelerate the rider through his manoeuvres but also strong enough to stop boards from buckling and breaking when landing jumps or pressing through hard turns.

The balance between being strong enough and keeping weight as low as possible is extremely delicate when viewed from a professional surfer’s perspective and boards that carry excess weight generally suffer greatly in performance.

The “need” to have high performance, lightweight surfboards has brought about the norm that pro surfers break boards on a weekly or bi-weekly basis - a behaviour that has trickled its way down the to consumer market, where normal surfers are forced to purchase boards every 6-12 months.

Like in every sport, the consumer market is greatly affected by the trends and actions of professionals, and whilst lightweight boards are - for a select few - worth their investment, for over 99% of the market they are a liability that consumers have become accustomed to.

An issue that plagues the surfboard industry is the perceived value of surfboards.

The value of a surfboard is not measured in its performance nor in the master craftsmanship that is put into it, but in its ability to withstand a certain amount of usage, and as more boards fail under - what should be - normal wear and tear, the willingness to pay more for a local hand-built boards drops and surfers are drawn to Chinese knock-offs and cheaper products - a disastrous loop for the industry.

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“Graveyard”

FUTURE MATERIALS Not only did the closing of Clark Foam force builders to look for alternatives, but some shapers took up the challenge of inventing new materials and board building techniques.

Inspiration for future high-performance materials came from the car racing scene, and one of the most well known composite materials is carbon.

Carbon would be the perfect solution for the surfboard industry if it weren’t for a few negative attributes. Whilst it is extremely lightweight and strong - around 70% lighter than steel and 3 times stiffer than steel at a specific weight, very stiff and tough, carbon fibre is very brittle and doesn’t absorb energy like fibreglass or other natural alternatives leading carbon to resonate and vibrate when under stress.

Another issue surrounding carbon is the difficulty in lamination and repairs. Carbon fibre’s high performance aesthetics also demands a higher level of craftsmanship and apart from the obvious cost issues, carbon takes a toll on machinery. (Taken from “Frame Material: Carbon Fibre and Fibreglass”) Other alternative synthetic fibres like aramid and kevlar have been experimented with but costs and workability have been the main reasons for their demise as a surfboard building material.

Moving inwards, there have been a select few experiments showing promise in surfboard core development.

Once again, taking inspiration from the racing scene, builders have started experimenting with hollow cores completely removing foam from the building process.

Whilst in theory they seem to make a lot of sense - being lighter and stronger, the obvious issues of shaping, laminating and acquisition costs are what is keeps the industry glued to foam cores.

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“Metal honeycomb”

“Nomex honeycomb ”

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“Carbon”

ECO-ALTERNATIVES The obvious winner of the surfboard rework is the implementation of natural fibres and ecological substitutes to foam and resin.

As a direct alternative to fibreglass, builders have begun looking into natural fibre composites (NFCs) made from flax, hemp, bamboo and sisal.

NFCs are approximately 20-30% stronger than fibreglass for the same weight and can reduce the amount of energy needed to produce a certain part by up to 80%! Wear and tear on machines and tools is also dropped by around 30% when compared to glass or carbon reinforced composites and opposite to carbon, NFCs are flexible and do not shatter. This property exhibited by NFCs makes them ideal for surfboard manufacturing. The dampening characteristics keep NFCs quiet and reduce the chance of material fatigue over prolonged periods of time.

NFCs require 5-10x less energy to produce than GFCs and are only reliant on the sun and their environment. NFCs are said to be Carbon-negative - which means that the growing process of hemp or flax absorbs more carbon from the atmosphere than the production process creates. All excess material and falloffs can be reused and thrown back into the fields to be used as compost which keeps costs and the environmental impact low. (Taken from Cunningham, 2013 and “Natural Fiber Composites a substitute for glass fiber?”)

As an alternative to EPS, XPS and PU foam, there has been some development in the direction of plant based plastics. Arctic Foam partnered up with the UCSD to create polyurethane foam from sustainably produced algae oil. (Taken from “Algae Technology”) Other companies interested in creating bio-foams are Bloom Foam - a company that skims algae from ponds and lakes and turns them into flexible foams for shoes, yoga mats etc. - and Ecovative Design - an American based company creating packaging foam from mycelium and agricultural leftovers.

Mycelium foam is the perfect substitute for EPS as it is lightweight, compact and posses strong structural integrity. Another advantage of mycelium foam is that cut-offs or left over pieces can be reused and “glued” together by letting more mycelium grow in between. (Taken from “Performance without compromise” and “Materials”)

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“Mushroom lamp”

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“Hemp paddle”

PRESENT INDUSTRY AND CONSUMER TRENDS A thorough questionnaire reveals more about the surf industry than was previously known.

Misconceptions about endorsements and purchase motives have controlled the way surfboards were marketed, and the desire for more information from customers will change the way boards are sold in the future.

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“Surfboard blanks”

50+ 36-50

0-1

10-15

2%

6%

<1%

11%

10+

1-3

27%

26%

26-35

42%

16-25

44%

3-5

5-10

19%

22%

YEARS OF EXPERIENCE

AGE

BEG. 5%

ADV.

1

9%

14%

INT.-ADV.

BEG.-INT.

19%

23%

5+

30%

2

20%

INT.

4

44%

SKILL LEVEL

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3

16%

20%

NUMBER OF BOARDS

QUESTIONNAIRE AND DEMOGRAPHICS An online survey - which was posted to www.reddit.com/r/surfing - was conducted in order to get a better understanding for the surfing community, a feel for what they stand for, what drives them and what they are interested in. The questionnaire was a public paper, comprised of 30 questions dealing with personal information to their surfing ability, from purchase criteria to environmental awareness and from wave pools to the future of surfing Olympics 2020 onwards, etc.

Whilst most questions were on a yes/no or single choice selection basis, some questions were left to be filled out and rated on a scale from 1-5 (“1” being unimportant - “5” being very important).

The google.doc was made public for a duration of 4 days in which a total of 266 participants took part. Apart from a few outliers that were removed from the study, all questions were answered thoroughly.

A list of the questions can be found in appendix A.

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BRAND 5 4 3 2 1

ENDORSEMENT 5 4 3 2 1

PRICE 5 4 3 2 1

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PURCHASE CRITERIA: IMAGE When asked on a scale of 1-5 (1 being the least important, 5 being very important), the respondents ranked the importance of Branding, Endorsements and Price.

Contraire to other industries like - for example- the automotive industry, surfers are not interested in branding.

Positive experiences with brands seem to create a slight bond whereas riders who have negative experiences with a company are very resistant to purchasing another board from them in the future. The connection to a brand seems to have a link with the durability of a product. Surfers also tend to hang onto brands that they feel comfortable with.

Endorsements were rendered unimportant with over 58% (155 total) of the respondents checking the “1”. A possible reason for this may have to do with the fact that a large portion of the respondents are beginners (0-3 years of experience) and are unaware of and do not follow the professional surfing scene. On the other hand, nearly all of the respondents who have been surfing for “10+ years” checked “1” - with only a handful answering otherwise.

This may be because surfers with experience tend to have figured out what works for them, and the mere fact that a pro-surfer is endorsing a product wouldn’t have any impact on their decisions when purchasing a new surfboard.

As expected, price plays a big role in the selection of a new surfboard. Issues with durability - regardless of brand force surfboards to be sold cheaper as the perceived value or surfboards is intertwined with their durability. Interestingly, new surfboards tend to cost between $500 - $700, not leaving much margin for price divergence.

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SHAPE 5 4 3 2 1

PERFORMANCE 5 4 3 2 1

STYLE 5 4 3 2 1

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PURCHASE CRITERIA: BOARD Out of all questions asked during the survey, the shape of a surfboard stuck out as the most important factor when deciding on which board to purchase with over 70% (187 total) of the respondents checking the “5”.

Across the board and regardless of skill level or surfing experience, the shape and the performance level of a board dictate ones main purchase criteria. Surfers are looking for boards that fit their specific surfing conditions, skill level and body size/type - much like a runner would purchase a shoe to fit his foot. A lot of time is spent searching for the ideal board as there are so many different board shapes around made to suit any and every surfing condition.

When asked about graphics, appearance and style, surfers tend to leave that as a secondary or tertiary rationale.

The appearance of a surfboard has a lot to do with its shape, materials used for construction and branding, and whilst some boards are purposely designed and planned to look a certain way, most are a by-product of “form follows function”.

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DURABILITY 5 4 3 2 1

SUSTAINABILITY 5 4 3 2 1

ORIGIN 5 4 3 2 1

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PURCHASE CRITERIA: ECO-CREDENTIALS As stated above, durability plays a fairly large role in the selection of new surfboards. Although most surfboards on the market are built the same, there are a few companies who have begun experimenting with different construction methods - one of which holds the largest stake in the surfboard industry, Firewire - which has proven to be one major factor in their success story.

The more durable a surfboard is, the higher its perceived value will be and the longer it holds its value, the higher its resale value will be. Unlike shoes - for example - surfboards are products that do not weather from being used.

Wear and tear come from impacts with rocks/reefs, cars and other boards and the more stable the construction, the less signs of use a user can inflict on his surfboard.

Sustainability and the origin of a surfboard and its materials seemed to show a fair level of interest. There is a connection between the experience of a surfer and the origin of his board - seasoned riders tend to be more integrated in their local surfing communities and try to support their local shapers more than profit oriented corporations.

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MAYBE 16%

YES 54%

NO

30%

HAVE YOU EVER PURCHASED AN “ECO-CERTIFIED” SURFBOARD?

ARE YOU AWARE OF THE SURF-INDUSTRY’S ENVIRONMENTAL IMPACT? 56

ECO-AWARENESS In a series of questions regarding the surf industry and the environment, results showed that whilst the greater portion (141 of 266) of the respondents are aware that the surfing industry is having a negative effect on the environment, only 19% of those have - to this date - purchased boards that are eco-certified or built with eco-friendly materials. On the other hand, those who were not aware of the issue wouldnâ&#x20AC;&#x2122;t be entitled to helping solve the problem, hence the lack of interest in eco-certified boards.

Whilst the general consensus points toward the negative (no environmental awareness and a lack of interest in changing the issues that the surfing industry has set upon them), there is hope as a large portion of respondents have thought about buying eco-certified boards.

The survey splits the respondents into 3 distinct categories that need to be addressed: 1. Those who are aware of and are willing to help solve the problem.

2. Those who are aware but choose not to react.

3. Those who are unaware of any issues.

Although the solution may seem as simple as buying eco-friendly boards and recycling/up-cycling broken ones, according to Hepler, there were only 400 eco-boards on the market during the mid-2000s, which expanded to approximately 22,000 this year - a mere fraction of the 400,000 boards built each year, however an external source claims that the main issue affecting eco-board sales is the lack of endorsement from professional surfers which are unwilling to compete on alternatively produced equipment - a contradiction to the responses present in this survey. (Hepler, 2015)

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CNC VS. HANDSHAPING Since the beginning of surfing, boards have been built by hand. Whether being cut out of tree trunks or shaped from lightweight foam, surfboard building was always practiced by master craftsmen.

Surfboard shaping is an art form, but the refinement of shape has required the marriage or art and technology.

CNC machines - as opposed to hand shaping - offer perfect replicability, save shaping time, reduce the chance of complete write-offs and make fine adjustments and precise changes possible.

Hand in hand with CNC machines came new design software like Shape3D and BoardCAD - 3D software that allows anyone with a computer to create their own shapes and have them machine cut and professionally laminated.

The implementation of surfboard design software and the ability to create your own boards from home is a controversial topic within the surfing community. Whilst the advantages are pretty clear, many conservative shapers are unwilling to adopt new technologies as they are afraid of becoming obsolete and they believe that surfboard shaping should be something intimate and personal. â&#x20AC;&#x153;Some shapers believe that shaping imparts the soul into the board, and that our machine was taking that soul out of the craft.â&#x20AC;? - (Rushin, 2014).

3D software provides many advantages alongside board shaping. By creating savable files, surfers and shapers are able to create the perfect surfboard by making fine adjustments, quickly cutting and having the board ready to surf the next day - something that was unheard of before. These 3D files can also be tested in various CFD programs to optimise the way water flows over certain parts of the board in order to create different effects.

The introduction of 3D design programs has also helped shapers create new shapes and develop different boards for different conditions. The ability to make changes on the fly and see live 3D models helps shapers visualise different features and can help in blending different design aspects together.

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59

“Surfboard shaping”

CFD VS. EXPERIENCE Before the implementation of 3D software to surfboard building, the limited knowledge and information about surfboard shaping and hydrodynamics was passed on from one shaper to the next. This information was gathered through years of personal experiences and close, open communication between shapers and riders.

As a newer, younger and more technically interested generation enters the surfing world, the interest in surfboard design and the demand for scientific reasoning is rising.

In 2017, Firewire partnered up with Riccardo Rossi from RED Fluid Dynamics - an Italian surfer and specialist in CFD analysis to learn more about their products and open a new world of surfboard design that was - until today- unexplored. The knowledge gained from CFD programs helped Firewire learn about different concaves and rail design and how they interact with fluids under different speeds. The data collected was given to the shapers to help refine their shapes and the information is now available on their website for public viewing. (Taken from Computational Fluid Dynamics Technology) The information gathered from studies like this one will help shape the way surfboards are designed in the future - what once was described as a â&#x20AC;&#x153;feelingâ&#x20AC;? of how a board reacted under ones feet can now be visualised and justified.

What CFD design also brings to the table is the ability to compare various boards from different brands to find the ideal board for a rider and specific wave condition. CFD and CAD programs will also help surfboards become more specialised - i.e. the ability to create boards for a particular spot or wave pool.

Although the final decision for finding the perfect board is not solely based on data but on a mix of ones personal opinions and experiences, surfers and shapers now have the ability to scientifically narrow down their selection based on various desired attributes.

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61

“Firewire SKX underwater CFD”

FUTURE OLYMPICS AND SURF DEVELOPMENT The addition of surfing to the Olympics and the creation of wave pools will forever influence the way we surf. From more attention to the development of the sport, surfing is going to go through its most radical change to date.

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63

“Kelly 360”

OLYMPICS 2020 Getting surfing into the Olympics has been a long process, but on the 3rd August, 2016, all 90 members of the IOC voted in favour of including surfing and skating to the Tokyo 2020 sports line up, a trend following the 1998 Olympics where snowboarding was added to attract a younger audience.

Due to the unpredictable nature of the weather, the contest will be held for 16 days at Shidashita Beach to ensure high quality waves and should take only 2 days of competition to complete.

Despite many people thinking that the Olympic competition will be held in a wave pool, the IOC decided against it in order to sustain surfingâ&#x20AC;&#x2122;s integrity and keep the sport as untouched as possible. The IOC looked into 34 years of surf data - a swell database, weather and temperature trends - to make sure that the competition can be held.

A total of 20 men and 20 women will be competing during the 16 day period, separated in categories by sex. All surfers are short boarders - following the World Surf Leagueâ&#x20AC;&#x2122;s rules, but there have been talks about adding further categories and possibly wave pools for the 2024 Olympics in Germany.

The field of surfers is supposed to be selected from the WSL leader board, an issue as the majority of professional surfers are either Brazilian, American or Australian. (Taken from Mondy 2015, Pierson 2016, Zanocchi 2016 and Wright 2016)

64

TOKYO 2020

65

OLYMPICS 2020 Surfing’s Olympic addition - whilst being something positive - has been extremely controversial. Many pro- and casual surfers have expressed their concerns and opinions on what will be surfing’s greatest achievement.

On one hand, some surfers - like Kelly Slater are for the use of wavepools during the Tokyo 2020 Olympics, as summer in Japan is known to be slow for surfing and wavepools would facilitate set start times, high quality and consistent waves. Man made waves also offer a levelled playing field for surfers regardless of surf style or background providing a fair judging basis. (Wright 2016) Wave pools might get more people interested and intrigued, similarly to how half-pipes re-woke interest in snowboarding in 1983 (Taken from “Snowboarding”). Wave pools also attract attention as an element of future technology and sport development. They also ensure that spectators and beginners are able to learn more about the mechanics and skill-sets behind surfing - as natural wave surfing requires personal knowledge and experience in the sport.

On the other hand, when looking at the various skill-sets a surfer should posses, man made waves only display ones mechanical and technical skills. Different waves require different starts, turns and linked manoeuvres to achieve high score rides and they keep surfing competitions fresh and unpredictable.

Olympic surfing might also attract funding from different governments back home. This funding can help create training facilities - like wave pools or artificial reefs, fund professional coaches and local competitions and help in tackling environmental issues affecting the future of surfing.

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“Jon Jon Florence”

URBAN SURFING The race for the perfect wave pool is comparable to the space race and there are currently a handful of companies fighting for supreme. A few of companies like Wavegarden and the Kelly Slater Wave Co. have already built facilities showcasing their new technologies.

Whilst wave pools have existed since 1927 (Taken from “Wave pool”), Wavegarden - a Spanish based company - was one of the first to make it officially “surf-ready”. Today, Wavegarden advertises its 2 wave technologies, the Cove and the Lagoon. The Lagoon is the ‘original’ wave pool. A plough moves along a cable - similar to a ski lift which then displaces water to create swell that breaks on an artificial reef. This technology has since been copied and refined on by the KSWCo. On the other side of the wave spectrum, Wavegarden recently released its “1000 waves per hour” wave machine called the Cove. The Cove works by oscillating movements that produce waves every 8 seconds. (Taken from “WG Technologies”) Unfortunately what the public isn’t aware of is that wave pools - at least those made by Wavegarden - are built with sustainability in mind. Wavegarden has so far, built its pools in areas of low tourism in order to attract people to the area. They also try to power their waves using clean energy - in Surf Snowdonia in Wales, they use electricity created by a water dam in the mountains. According to their website, 1.5 hours of wave pool surfing is equivalent to driving alone for 24 minutes. (Taken from “Development Services” and “Sustainability”) The advantages of building wave pools all around the world can create many job opportunities, increase tourism to slower destinations and develop the sport of surfing in landlocked countries that do not have access to waves.

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69

“Wave stadium”

NO

28%

YES 52%

MAYBE

20%

PREFERRED SURFING DESTINATION?

ARE WAVE POOLS GOING TO BENEFIT SURFING? 70

WAVE POOLS: PUBLIC PERCEPTION Of the 266 respondents when asked whether or not wave pools are good for surfing, 52% believe that wave pools are good for surfing, the remainder are either against (28%) or have mixed emotions (20%). These numbers are pretty alarming as according to social media, wave pools have been very well received by the surfing community and others.

Clusters of those who answered â&#x20AC;&#x153;Other:â&#x20AC;? were made from the remaining respondents and the following conclusions were made: 1. A large portion of the respondents are of the opinion that whilst wave pools are good for surfing as a sport, they are bad for surf culture.

2. A similarly size group says that while it will help with bringing surfing to landlocked areas, they are worried about the sport becoming stale.

3. A small group is worried about the issues that wave pool surfers will have when interacting with natural wave surfers.

4. The rest are undecided on the matter.

What these clusters show is that surfers alike have thought about - and are worried for the future of surfing and surf culture. They are worried about losing what makes surfing a unique sport.

Even though over 50% are for the creation of wave pools, when asked who would rather surf at a wave pool vs. the sea, over 96% chose a natural surfing experience.

71

WAVE POOLS: SPLIT-CULTURE As clustered and determined above, surfers are worried about the splitting and subdividing of surf culture. Many compare this splitting to that of skiing and snowboarding. The creation of snowboarding completely changed the way snow sports developed. For one, boarders identified with surfers and skaters, tagging along the stereotype of a drug using, lazy and rebellious youth. They also changed the way they acted, dressed and talked, leading to the creation of a sub culture that was totally against skiing.

Large metropolitan cities are the current target destinations for wave pool creators. The idea is to offer surfing for people of all ages, and to offer a platform for experienced surfers to develop their skills further.

Issues arise when one compares natural surfing to man made wave surfing.

In the sea, surfers learn to surf over an extended period of time. Surfing has an extremely steep learning curve as the ability to judge waves takes a lot of time and is more important than the action of surfing itself. In wave pools however, the take-off point and the size of the waves remain the same making the action of surfing easier. Surfers also learn specific unwritten rules and customs about wave priority and hierarchy - something that wave pool surfers will have to learn outside of the water.

Wave pools will also breed a certain type of surfer that is accustomed to surfing year round. These surfers will have the ability to perform complex turns and tricks but will lack the experience and caution needed when surfing natural waves.

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73

“Kelly Slater Wave Co.”

WAVE POOLS: NEW TRAINING GROUND Surfers have been dreaming about backyard wave generators their entire lives. The option to surf the same perfect wave over and over to work on a specific skill-set is an invaluable asset to any professional surfer and is something that would aid in the development of surfing.

If one looks at other sports - take for example athletics, all factors during a training session remain the same.

Training sessions can be planned to work on ones sprinting abilities and these sessions can be consistently measured as the only factor influencing a runners time is his own bodily condition, which is where wave pools come in - creating the same condition for surfers to repetitively train one aspect of their sport. With a levelled playing field for all surfers, surfing should see a dramatic advancement.

Surfing heavily relies on the yearly weather rotation and wave pools offer a solution for countries that have a well known surf sector that struggles during off-seasons. This is also advantageous for surf associations that live off routine competitions and events during the on-season. Year round surfing can attract more sponsors and pull in more money for competitions further boosting the development of the sport.

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75

“Wave Garden Snowdonia”

DESIGN DESIGN BRIEFING AND VALUES An analysis of current surfboard brands and their values. Finding and creating something different and sticking to personal values.

76

CREATE A BRAND THAT IS TRUE TO ITSELF DO NOT COMPROMISE BRAND INTEGRITY FOR MARKETABILITY PUT PRODUCTS AND VALUES OVER BRANDING AND FAME FORM FOLLOWS FUNCTION

77

DESIGN BRANDING AND STRUCTURE A detailed approach to branding, logo design and name development. Finding the importance of brand clarity and integrity, brand positioning and soul searching.

78

BRAND VISION BRAND PHILOSOPHY BRAND VALUES BRAND POSITIONING

BRAND PROMISE

BRAND MESSAGE BRAND SLOGAN BRAND NAME

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BRAND VISION AND PHILOSOPHY My vision is to create a company that values the environment, surfingâ&#x20AC;&#x2122;s development, culture and heritage the same. The vision is to embrace and combine surfingâ&#x20AC;&#x2122;s long standing and diverse history with the future of urban surfing. The goal is to create a sustainable brand the produces eco-friendly products and teaches urban surfers about the importance of saving the environment.

I believe that as designers and product creators, we should take full responsibility for any- and everything that we make. I believe that it is important to create products that are eco-friendly and harmonious with our environment. Ultimately, the environment should always be our primary concern, and we should be able to create products - from their inception to the finished product - that do not put the environment in a state where it would need any protecting in the future.

Products always impact two entities - the user and the environment, and we should be looking for ways to offer both, long-lasting quality of life improvements.

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BRAND PROMISE AND MESSAGE “Green innovation, performance and technology.”

At the heart of my brand, I aim to create a sustainable future for the sport of surfing by using innovative and renewable resources to create high performance and durable products and show others that ‘eco’ is the ONLY way forward.

I wish to be at the forefront of surfing technology and development - integrating the future of surfing with surf-spirit and the search for alternatives for environmentally harmful materials.

My brand will offer insights into the development of new board technologies, the future of board shaping and research into the environmental impact of future materials.

The brand message and slogan, “Surf Sustainably” is a direct challenge to traditional surfboard companies to change the way they produce their products and an incentive for customers to think about what and how they consume.

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PROGRESSIVE

EXTRAVAGANT

MINIMALISTIC

VINTAGE

82

BRAND POSITION AND VALUES There are hundreds of registered and unregistered surfboard brands worldwide ranging from profit oriented multi-million dollar companies to familiar backyard builders.

The most experienced brands have been around for nearly half a century and - as a by-product - are the companies with the highest market share. Some of the most famous companies like Channel Islands Surfboards and Lost Surfboards are known and respected for their retro-esque style and design. Big newcomers like Firewire Surfboards on the other hand pride their clean look and progressive take on surfboard materials.

Creating a new brand in a diverse market means positioning oneself somewhere that offers your clientele something new and different without losing their trust. The M.A.Y.A principle - Most Advanced Yet Acceptable - comes to mind when handling with a conservative market like surfing’s.

After analysing the majority of big named brands, I discovered a “loop hole” in the surfboard branding scheme. If spread along a 2-axis chart from Progressive to Vintage, Minimalistic to Extravagant, I discovered that the majority of brands position themselves to either corner of the chart leaving a gap through the centre - Minimalistic+Vintage to Extravagant+Progressive.

I positioned myself based on 2 criteria: 1. My vision and promise to create eco-friendly sustainable products.

2. My design briefing - “form follows function”.

83

DESIGN VISUALS, GRAPHICS AND PRODUCTS The final stages of brand development, logo design, product graphics and portfolio. The final steps of branding to product design and development.

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85

“Webpage layout”

BRAND NAME AND LOGO RATIONALE IMPACT - ‘im-pakt’ [noun impact, plural impacts] 1. the action of one object coming forcibly into contact with another. “there was the sound of a third impact” 2. a marked effect or influence. “our regional measures have had a significant impact on unemployment” [verb impact] 1. come into forcible contact with another object. “the shell impacted twenty yards away” 2. have a strong effect on someone or something. “high interest rates have impacted on retail spending” My brand’s name is a play on syllables derived from splitting ‘impact’ into two equally sized parts. The first syllable ‘imp’ stands for ‘important’, whilst the second - ‘act’ stands as is. When put together, they loosely symbolise ‘IMPortant to ACT, not react’ or ’the IMPortance of ACTing, not reacting’ - a strong correlation to my brand philosophy of acting on issues before they arise.

The logo is a modern-minimalist take on the classic surf logo, changing the way waves have been depicted for many decades.

The wave in front is shorter and is a visual metaphor for the present and what’s directly ahead, whilst the second incoming wave is longer (commonly known in surf lingo as an ‘outside wave’) and in general a better wave, which represents better surfing, a positive and exciting future.

86

87

“Waves”

88

PRELIMINARY SELECTION

89

BASIC SHAPE

VERSION 1 (VERTICAL)

(FISHTAIL)

VS.

(ARROW)

STEP 1

90

STEP 2

VERSION 2 (HORIZONTAL)

VS.

STEP 1

STEP 2

STEP 3

91

BRAND COLOURS

S 90 00-N BLACKNESS

CHROMATICNESS

HUE

TYPOGRAPHY

LOGO CONSTRUCTION

Montserrat ExtraLight

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789

OR

S 00 00-N BLACKNESS

CHROMATICNESS

HUE

Montserrat Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789

3X

3X X

92

IMP·ACT

BUSINESS CARD MOCK-UP

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94

START PAGE

ABOUT

BOARDS

TECHNOLOGY

ACCESSORIES

TEAM

BLOG

CONTACT

IMPACT

WHOLE GRAIN

NATURAL FEEL

TRACTION

RIDERS

NEWS

CONTACT

BRAND

MUFFIN TOP

CENTER FLEX

FINS

CREW

EVENTS

DEALERS

FOUNDER

MARIACHI

DESIGN

FLY S.W.A.T.TER

MOTIVATION

PORTOBELLO

PACKS & BAGS

GOAL

95

TAIL TAG The tail tag expresses each boardâ&#x20AC;&#x2122;s individual character and personality. Each board has its own personal tag with the signature of the builder/shaper, a quick description of the board, its ideal conditions and a description of the board technology in which it was made.

Following the brand philosophy of acting on issues before they arise, the tail tag is printed on hemp paper with recycled ink to keep its eco-footprint small, and by doing so the customer gets to understand what IMP¡ACT truly stands for. Conventional surfboards are plastered with transparent plastic foils covered in precautionary measures, uninteresting serial numbers, brochures and advertisements.

The idea behind the tail tag was to create something that potential customers can relate to and something where they can learn about the brand, its philosophy and its products in less than one minute.

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97

IMP·ACT

THIS GROVELER WAS CAREFULLY CRAFTED, HAND BUILT AND FINISHED BY:

THIS GROVELER WAS CAREFULLY CRAFTED, HAND BUILT AND FINISHED BY:

Am i the right board for you? ideal rider

95kg

ideal rider

39l

volume

39l

volume

THE PERFECT SMALL WAVEANKLE BUSTER, KNEE SLAPPER BOARD FOR TONS OF FUN ON SMALL OR HUNGOVER DAYS!

open me up and find out more!

OUR ECO-BLEND OF FUNKY FUNGHI,FLAX FIBRES, PAULOWNIA WOOD AND ENTROPY-EPOXY RESISN ARE LIABLE FOR THIS STICKS’ IMPRESSIVE DURABILITY AND AESTHETICS...

·ACT

·ACT

5’8” • 22 9/16” • 2 5/8”

95kg

ideal wave

BUT IF YOU’RE INTERESTED IN THE “TECHY STUFF”, YOU’RE GOING TO HAVE TO VISIT OUR WEBSITE AT: impact-surf.com

TAIL TAG FOR 5’8” WHOLE GRAIN

98

important to not re

important to not re

IMP·· ACT

WHOLE GRAIN

Am i the right board for you?

ideal wave

open me up and find out more!

99

DESIGN PHILOSOPHY My board design philosophy is an extension of my brand vision and brand philosophy. Placing the responsibility on my shoulders for what my brand produces forced me to find alternative materials and manufacturing processes.

Research showed me that it is possible to create high performance surf products out of 100% eco-friendly and recyclable materials. Natural fibre composites posses many structural and functional benefits for surfboard making - they are lighter, posses dampening characteristics, recyclable and better for the environment - but unfortunately there are two main reasons why natural fibre composites aren’t being used exclusively today: 1. NFCs are fairly new to the market and have yet to prove themselves worthy. Trust in - and durability of these materials are questioned by many.

2. Companies prefer adding and charging more for a board with an ‘eco-twist’ than actually producing one. They sell fake ‘ecos’ in an attempt to lure more customers and boost their image.

My goal was to create surfboards that are as close to 100% green as possible. Apart from the high performance fin-boxes, leash plug and 63% of the epoxy resin used in lamination (accounting for approximately 5-10% of the net surfboard weight) - all boards are to be created from 100% eco-friendly and sustainable materials. I also decided to use no plastic decals as all graphic elements should be either burnt into or cut out of parts of the board.

Keeping the board design relevant but not too advanced was also very important for my brand. Offering extreme shapes made from eco-friendly materials would be loathed by the community and would cause my brand more harm than good. Surfboard design is also limited by hydrodynamic principles and governed by the essence of the combination of board speed, board area and rider weight.

100

“Hanging lamp”

“Black surfboard”

101

“Table edge”

DESIGN PROCESS When designing a surfboard, one first has to decide on one of three things: 1. Choose a riders body size and weight.

2. Which wave type will be surfed.

3. What sized board should be made.

By deciding on one of these options, one can determine the correlation between the remaining elements and the correlation between all 3 elements creates a formula that dictates the end result of the surfboard. Each point of the triangle can be freely moved, but each slightly influences the other.

The surfboard design process is different to that of conventional design topics. After plotting out the desired board dimensions and wave type, the shaper heads directly to 3D software.

Modern 3D surfboard programs offer many benefits. Surface area and volume information, pre-shaped blanks and the ability to create your own shape from scratch, simple spline and control point manipulation and 3D rendered models reduce the designing time to a bare minimum. The 3D software also allows the shaper the ability to create symmetrical and uniform shapes.

The design of the boards follows a strict â&#x20AC;&#x2DC;form follows functionâ&#x20AC;&#x2122; guideline. The shape of the board and its dimensions, its contours, rails and fins are all direct answers to a certain problem. Every board serves a purpose in the product portfolio - from natural waves to wave pools, 1-foot to overhead waves.

102

103

PRODUCT PORTFOLIO CRITERIA To create my product portfolio, I looked into typical surfing conditions and surfer skill-sets. Personal experience and research shows that whilst there are more than a dozen types of natural waves, the average surfer surfs less than a hand full. The distribution of the average surfable wave spreads from ankle high to 2x over head, with the median cresting at waist to shoulder high waves. Most wave pools on the other hand are built to create perfect head high waves.

To satisfy the need for different wave types, I created 2 different board series. Each series sports their own build technology specifically made for their operational area.

The “Essential Series” is aimed at natural waves. 3 boards for different conditions ranging from ankle to knee high and shoulder to over head.

The “Specialist Series” is made to cover all types of man made waves. 2 boards for different surf styles no matter the condition.

Each board differentiates in height, width, volume, shape, fin count and placement, rail and rocker, and although the changes may be incremental, slight changes have massive effects on surfboard’s hydrodynamic characteristics.

104

BOARD SPEED

(m/s)

RIDER WEIGHT (kg)

SURFACE AREA

(m2)

105

BOARD GRAPHICS The brand philosophy and values transfer directly into the board graphics and board technologies.

For the natural wave product range, I decided to go with a full wood jacket and fibre reinforcement in areas that need strengthening. A modern layout on a classic template to keep things fresh.

The fibres are laid out for double reinforcement on the tail - which takes most of the pressure during regular surfing manoeuvres - and single layered towards the front where ones toes and heals apply pressure.

The removal of the logo from the fibres helps alliviate the need for decals - usually made of single use plastics and adds a very natural and authentic look.

106

BOARDS GRAPHICS The graphics and layout on the wave pool board series is fine tuned for maximum performance and weight.

Modern technology, modern shapes and materials require graphical clarity.

The layout of the fibres are not only functional - by increasing deck strength under foot - but also pay their homage to vintage surfboards and oldschool surfboard design with the triple wrap around the rail and double deck patch.

Basalt fibres and a simplified logo give the boards their modern and high performance look and specific cuts allow the boards to flex where needed.

107

FLAX FIBRE CLOTH PAULOWNIA DECK SKIN

MYCELIUM FOAM CORE

PAULOWNIA PARABOLIC STRINGER

108

BOARD TECHNOLOGY: NATURAL FEEL

Natural Feel

The ‘Natural Feel’ technology is available on all natural wave boards of the Essential Series, and is substantially stronger than regular surfboard constructions.

The NF tech. is made of a mycelium foam core, paulownia parabolic rails and skins, 2 layers of 200gr/m2 flax fibre cloth and Entropy SuperSap One epoxy.

The paulownia parabolic stringers are there to harness and store longitudinal and torsional flex of the board during turns and release the energy back into the water after manoeuvres. They also offer more rail protection from rocks and reefs - or the casual car door. The paulownia skin offers heel and knee dent resistance, keeping the boards looking fresh after months of use.

The flax fibres are laid out and layered in a 45° angle starting from the tail forwards. The layout of the fibres adds stiffness to the tail - locking the fins and rails together and helps in heel dent resistance. This helps the board drive through hard turns whilst the fibres absorb vibrations from chop and wave imperfections to provide a smoother ride.

109

FLAX FIBRE CLOTH BASALT FIBRE STRINGER

MYCELIUM FOAM CORE

110

BOARD TECHNOLOGY: CENTER FLEX

Centre Flex

The ‘Center Flex’ technology is available on all wave pool boards in the Specialist Series. The C.F.Tech. offers better durability over regular surfboard building constructions with added linear flex control and reduced weight.

All C.F.T boards are made from a machined mycelium foam core, 2x top layer and 1x bottom layer of 200g/m2 flax fibre cloth, an external basalt fibre stringer and Entropy SuperSap One epoxy.

The basalt fibre stringers are there to replace and outperform conventional wooden stringers. Basalt fibres are stronger and have less stretch than flax fibres, offering C.F.T boards superb linear control and rebound. The center stringer also allows the board to twist which lets the rider squeeze in tighter turns.

Flax fibres are laid out across the board with a rail overlap going both ways. The rails-wraps act as parabolic stringers - locking the outline of the board in place to cut through the face during high speed manoeuvres.

Extra patches keep the fin boxes locked together and allows the tail and nose to flex separately.

By laminating the board in flax fibres only, surfers will be able to create their own foot-wells and indentations - letting them know when they are in the right position and keeping them ‘locked in’ during aerials and tight turns.

111

A NATURAL RIDE OF ANY TIDE ESSENTIAL SERIES

WHOLE GRAIN

112

MUFFIN TOP

MARIACHI

TWO STICKS FOR ALL YOUR TRICKS SPECIALIST SERIES

PORTOBELLO

FLY S.W.A.T.TER

113

5 0 8 WHOLE GRAIN 114

WHOLE GRAIN Versatile and fast with loads of volume helps the Whole Grain become the best small wave board for everyday, slow conditions.

The extra volume and width help in paddling and keeping the board stable at low speeds - perfect for beginners learning to surf or advanced surfers on smaller days.

The Whole Grain is comfortable in waves from ankle to waist high, but can be pushed up to chest high waves in a thruster configuration. The option to switch between 5 fins increases its versatility and performance, and the sharp V-tail out the back aids in keeping the wide tail sensitive and ready for turns.

The Whole Grain can be surfed anywhere from 6-10” shorter than your regular shortboard depending on your style and you will find the right board for everyday surf.

SPEED FLOW WAVE COUNT PERFORMANCE VERSITILITY

SKILL LEVEL

ROCKER Low Entry · Continuous · Slight Kick Tail CONTOURS Single · Single · V-Tail FIN SETUP FCS2 / Futures · 5-Fin

WAVE SIZE

TAIL SHAPE Round Tail RAILS High Rail

Natural Feel

115

ROUND TAIL | 5-FIN FULL OUTLINE AND RAILS

SINGLE ‘V’ CONCAVE

LARGE SURFACE AREA

116

DESIGN FEATURES

WAVE SIZE (m)

Small, powerless waves require boards that are volume packed and possess large surface areas.

The increased surface area - and in the case of the Whole Grain’s wide and round tail, aid in pushing the board down the face of the wave, utilising as much energy as possible without creating too much drag. The added volume in the rails help in paddling into weak waves and add a level of forgiveness.

RIDER WEIGHT (kg)

As a result of a wide and large board, I added a ‘V’ concave to help split the width in two. The ‘V’ helps the wide tail rock and transition better from side to side. 5-Fins also offer the rider many different options for different types of waves and riding styles.

VOLUME (m3)

117

6 0 0 MUFFIN TOP 118

MUFFIN TOP Summed into one phrase, the Muffin Top is the perfect ‘one-board-quiver’.

The Muffin Top owes its performance and speed to its unique ‘board-inside-board’ design. This template gives the Muffin Top extra width and volume in smaller conditions and helps propel the board down the face after stalled turns. Once on a plane the wings disengage from the face revealing a classical, clean shortboard outline for high performance surfing.

The ideal conditions are glassy, chest to head high peelers that pack some punch to fully utilise the thruster setup.

The Muffin Top can be surfed anywhere from 2-6” shorter than your regular high performance shapes as the added thickness and extra volume under chest aid in wave count and easy paddling.

SPEED FLOW WAVE COUNT PERFORMANCE VERSATILITY

SKILL LEVEL

ROCKER Medium Entry · Continuous · Flat Tail CONTOURS Single · Deep Single · Single FIN SETUP FCS2 / Futures · Thruster

WAVE SIZE

TAIL SHAPE Wing Tail RAILS Medium / High Rail

Natural Feel

119

WING TAIL | 3-FIN

MEDIUM OUTLINE AND RAILS

DEEP SINGLE CONCAVE

120

DESIGN FEATURES

WAVE SIZE (m)

Medium waves = medium volume.

The Muffin Top sports a very unique outline - a so-called ‘board inside board’ shape. This outline allows for two possibilities: 1. When moving slower - for example after a turn or during a flat-section, the outline offers more surface area for increased propulsion and balance.

2. When moving quickly - for example after a top-turn or during a steep section, the reduction in surface area reduces drag and increases performance.

RIDER WEIGHT (kg)

A deep single concave is extremely stable and utilises the Venturi effect to increase water speed through the fins for more speed and ‘squirt’ out of manoeuvres.

VOLUME (m3)

121

6 0 3 MARIACHI 122

MARIACHI The Mariachi is that one board you can always rely on during pumping winter swells.

The narrow, longer outline topped off with a pulled-in round tail give the Mariachi unbelievable hold in larger waves. The added kick in the tail, combined with 2 deep channels that feed water into the quad fin setup make the Mariachi extremely fast and stable in the barrel, but manoeuvrable on longer faces for drawn-out turns and classic surfing cutbacks.

From overhead to ‘wherever your adrenaline can push you’ -the Mariachi is a stable platform to test your limits.

The Mariachi can be surfed anywhere from 2” shorter than - up to 4” longer than your conventional short board for extra volume and paddle-ability.

SPEED FLOW WAVE COUNT PERFORMANCE VERSATILITY

SKILL LEVEL

ROCKER Medium Entry · Continuous · Kick Tail CONTOURS Flat · Single · Deep Double FIN SETUP FCS2 / Futures · Quad

WAVE SIZE

TAIL SHAPE Rounded Pin Tail RAILS Medium Rail

Natural Feel

123

PIN TAIL | 3-FIN

SHARP RAILS

DEEP DOUBLE CHANNELS

LOW SURFACE AREA

124

DESIGN FEATURES

WAVE SIZE (m)

Waves that offer power and speed require fine tuned and balanced boards that can control their speed and harness power for when it is needed.

4-Fins and 2 deep double concaves between them ensure high speed stability in overhead, barreling waves. The pin tail, reduced volume and sharp rails help in sinking the tail and rails of the board into the face of the wave which reduces spin-outs and gives the Mariachi its high speed reliability.

RIDER WEIGHT (kg)

VOLUME (m3)

125

5 0 8 ELLO

B

PORTO 126

PORTOBELLO High speed, high performance and great flow make the Portobello the most versatile wave pool shape.

To keep its focus on wave pools, the Portobello sports reduced volume and a progressive diamond tail to give extra control and flow. The QisC bottom gets the Portobello up and going in all wave pool sizes.

The thinned out tail and step rail keep the board sensitive and allow for a very connected and locked in surfing style, combining hard turns with speed and flow - the Portobello reopens a can of kickass old-school surfing.

With the possibility of 5 fins, surfers can tune their Portobello to their desired surf style.

The Portobello can be surfed anywhere from 6-10” shorter than your regular shortboard to increase performance or keep wave-count high.

SPEED FLOW WAVE COUNT PERFORMANCE VERSATILITY

SKILL LEVEL

ROCKER Medium Entry · Continuous · Kick Tail CONTOURS Single · Deep Single · Quad inside Single FIN SETUP FCS2 / Futures · 5-Fin

WAVE SIZE

TAIL SHAPE Diamond Tail RAILS Low / Medium Rail

Centre Flex

127

DIAMOND TAIL | 5-FIN

LOW-MEDIUM STEP RAILS

QUAD INSIDE SINGLE CONCAVE

CUT-NOSE

128

DESIGN FEATURES

WAVE SIZE (m)

Wave pools are definately the future of surfing, and the way surfboards are designed will forever change.

My take on future shapes is a variation of the modern planing hull.

Because man made waves are not affected by wind and imperfections, the need for a nose is nullified. What this means is that the Portobello has less swing weight upfront which is crucial in allowing the rider the freedom of performing various tricks. The removal of the nose also reduces the boards weight and volume, which in-turn helps in acceleration and speed.

The quad inside single concave help channel water through the fins for added drive and - when moving quickly - lift the board which reduces drag and surface area.

RIDER WEIGHT (kg)

VOLUME (m3)

129

5 0 8 FLY S.W.A.T.TER 130

FLY S.W.A.T.TER IMP·ACT ‘s ultimate high performance wave shredder for man made barrels and slabs.

An aggressive kick tail, quad channel bottom with a sharp V at the back and the double wing tail create the ideal speed and sensitivity balance for aerial surfing. The kick tail gives the rider the ability to press harder through turns and create extra drive for higher, more consistent airs.

The quad channels help reduce drag for added speed and stabilise the board on landing after aerial manoeuvres.

The Fly S.W.A.T.ter offers young and athletic surfers the possibility of creating new tricks and further develop the sport of surfing.

The Fly S.W.A.T.ter should be surfed anywhere from 4-8” shorter than your regular shortboard.

SPEED FLOW WAVE COUNT PERFORMANCE VERSATILITY

SKILL LEVEL

ROCKER Low Entry · Continuous · High Kick Tail CONTOURS Single · Single · Quad-V FIN SETUP FCS2 / Futures · 5-Fin

WAVE SIZE

TAIL SHAPE Double Wing Tail RAILS Low Rail

Centre Flex

131

DOUBLE WING | 5-FIN

LOW-MEDIUM STEP RAILS

QUAD INSIDE SINGLE CONCAVE

CUT-NOSE

132

DESIGN FEATURES

WAVE SIZE (m)

Wave pools donâ&#x20AC;&#x2122;t only offer surfers the possibilites of training tricks but allows them to try out new moves.

The Fly S.W.A.T.ter is a further variation of the modern planing hull.

As with the Portobello, the Fly S.W.A.T.ter sports a cut-nose design to reduce weight and volume.

RIDER WEIGHT

Whilst the channels offer lots of lift, speed and drive in turns, the double wing tail offers lots of release from the face for aerial surfing.

5-Fins offer any possible combination of setups to tune the board as needed.

(kg)

Because wave pools create consistent, identical waves, surfers no longer need the added volume to paddle and catch waves.

VOLUME (m3)

133

RESULT MODEL BUILDING The goal was to finish the project with two, 1:1 sized models that are not only functional but also aesthetically accurate to the original design.

134

135

136

137

138

139

RESULT PRODUCT PHOTOS AND RENDERINGS Photo-montages and renderings for accurate, real life representations and pure, unfiltered surf feeling.

140

141

“Fast surfer”

142

“Portugal Woods”

143

“Portgual beach”

144

“Duck Dive”

145

“Wave Jump”

146

147

148

149

150

151

REFERENCES: Images: P. 13, Boy with wooden board,

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https://www.nathanoldfield.com/mortimer-sands/ys6m7a51oj581dhy48hs31wyrhy0kj [2015] P. 17, Man with wooden board,

https://www.nathanoldfield.com/mortimer-sands/uwfl96nwmncg6xvan5lr8scnto6c0d [2010] P. 21, Two surfers,

https://www.nathanoldfield.com/mortimer-sands/9i7165q3t9xlzrzt2fh5xogufznqcc [2014] P. 23, 1960s surf gang,

https://mpora.com/surfing/a-brief-history-of-surfing/9 [Unknown] P. 25, Ocean gathering,

http://www.grindtv.com/surf/drone-footage-nj-memorial-paddle-captures-essence-surfing/

[2015] P. 27, Man on Beach,

Photographer, Andreas Weiss. [2017] P. 29, Oil Spill,

http://adsoftheworld.com/media/print/surfrider_foundation_oil_spill [2011] P. 31, A-Frame,

http://dtlon6z3v1kfl.cloudfront.net/wp-content/uploads/2017/01/10155819/1uy5JeX.jpg [2012] P. 39, EPS Foam,

https://4.imimg.com/data4/EJ/AN/MY-5743300/thermocol-buffer-500x500.jpg [2012] P. 39, Fiberglass,

http://mid-mountain.com/wp-content/uploads/2013/06/bigstock-Fiberglass-39521001.jpg [2008] P. 41, Graveyard, http://mcsaatchipr.com/news/mc-saatchi-pr-surfers-against-sewage-put-single-use-plastic-

waste-on-the-map/s36-22934-sas-graveyard-a4/ [Unknown]

P. 61, Firewire SKX underwater CFD, https://251d2191a60056d6ba74-1671eccf3a0275494885881efb0852a4.ssl.cf1.rackcdn.

com/13963612_an-uncommonly-detailed-look-at-the-science_dd38d38_m.jpg?bg=709986 [Unknown] P. 63, Kelly 360, https://3.bp.blogspot.com/-EJtTpHovuxs/WWftm4PvogI/AAAAAAAAQJ0/G42bbQczZhIh JinOulTAnqhQupYaOKuTwCLcBGAs/s1600/19466517_10154815841682058_454294034219926

195_o.jpg [Unknown] P. 67, Jon Jon Florence,

http://images-cdn.impresa.pt/visao/2016-10-25-RTX2Q9P2.jpg-1/original/mw-1240 [Unknown] P. 69, Wave stadium, http://assets.inhabitat.com/wp-content/blogs.dir/1/files/2015/11/Subi-Surf-Park-by-MJA-Stu

dio-5.jpg [Unknown] P. 72, Kelly Slater Wave Co.,

https://taawaciclos.files.wordpress.com/2016/08/kelly-slater_onda.jpg [Unknown] P. 75, Wave Garden Snowdonia,

http://wavegarden.com/wp-content/uploads/2017/03/slide06.jpg [Unknown] P. 85, Webpage layout,

http://jemdot.com/wp-content/uploads/2016/10/folk-website-design-th.jpg [2014] P. 87, Waves, https://scontent-vie1-1.xx.fbcdn.net/v/t1.09/19496_10153086189786257_720622633720931968 _n.jpg?oh=2ee24e4c5c4caaa245128897e7d6b9c8&oe=5A557F11 [2015] P. 101, Hanging lamp,

https://lemanoosh.com/app/uploads/Julia_Kononenko_01.jpg [Unknown] P. 101, Black surfboard,

https://68.media.tumblr.com/c14e6f61e81b0ecf7632b07275253b99/tumblr_ouge8yzLEP1tbo

m56o1_1280.png [Unknown]

P. 43, Metal honeycomb,

http://apmarketingdesign.com/wp-content/uploads/2017/07/qtq50-S7L6qP.jpeg [Unknown]

P. 101, Table edge,

https://i.pinimg.com/736x/a0/05/e6/a005e66b1f4241fedb2f57333f37ac4c--tree-branches-trees.

jpg [Unknown]

P. 43, Nomex honeycomb,

http://www.plastic.cz/slider/nomex.jpg [Unknown]

P. 141, Fast Surfer,

Photographer, Andreas Weiss. [2017]

P.43, Carbon,

http://www.johnandtable.com/files/carbon_zoom_final_web.jpg [Unknown]

P. 142, Portugal Woods,

Photographer, Andreas Weiss. [2017]

P. 45, Mushroom lamp,

http://jonasedvard.dk/work/myx/ [2014]

P. 143, Portugal Beach,

Photographer, Andreas Weiss. [2017]

P. 45, Hemp paddle,

http://vepaddles.com/news/prototype-flax-ve-paddles/ [2013]

P. 144, Duck Dive, http://www.nat-geo.ru/upload/iblock/9ed/9eda034d730b1a3addcc81d89e6c2770.jpg [Unknown]

P. 47, Surfboard blanks,

https://static1.squarespace.com/static/5419b7dfe4b0d214a5ace96a/t/572d5e3f27d4bdb4d

50e334d/1462591041524/blanks_1500x1125.jpg?format=2500w [Unknown]

152

P. 59, Surfboard shaping,

https://lostindonesia.com/wp-content/uploads/2017/05/2017_05_15-Pukas-Surf-Matt-Biolos-

shaping-at-Olatu-3.jpg [Unknown]

P. 145, Wave Jump,

https://image.redbull.com/rbcom/010/2015-03-07/1331709845424_11/0010/1/1600/1067/1/jor

dy-smith-em-busca-da-t%C3%A9cnica-perfeita.JPG [Unknown]

REFERENCES: Text and Information: P. 16+20, Surfer Today. The most important dates in the history of surfing. Referenced from https://

www.surfertoday.com/surfing/10553-the-most-important-dates-in-the-history-of-surfing [03.03.2017].

Club of the waves. History of surfing. Referenced from http://www.clubofthewaves.com/surf-cul ture/history-of-surfing.php [03.03.2017].

P. 18+20, Margaret Rhodes. (2016). The fascinating evolution of the surfboard. Referenced from https://

www.wired.com/2016/02/fascinating-evolution-surfboard/ [12.03.2017].

Club of the waves. History of the surfboard. Referenced from http://www.clubofthewaves.com/ surf-culture/history-of-the-surfboard.php [13.03.2017].

P. 24, John Flint. (1999). Popular Culture - Surfing. Referenced from http://surflibrary.org/popularculture.

html [22.03.2017].

Sofia DG. (2016). Surf Culture: Origins and Present Day. Referenced from https://iszlschoolnewspa per.com/surf-culture-origins-and-present-day/ [22.03.2017].

Surf culture. Perception, Popularisation of Surfing and War and Surfing. Referenced from http:// socalsurfing.weebly.com/ [23.03.2017].

P. 26, Zach Weisberg. (2013). 10 Reasons Surfing Improves Humanity. Referenced from http://www.thein

ertia.com/surf/10-reasons-surfing-improves-humanity/ [22.03.2017].

P. 30, Jonathan Watts and John Vidal. (2016). What’s in the water? Pollution fears taint Rio’s picturesque

bay ahead of Olympics. Referenced from https://www.theguardian.com/sport/2016/

aug/03/pollution-fears-taint-rio-bay-olympic-games [16.04.2017].

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ing-statistics/ [19.03.2017].

P. 62, Firewire. Computational Fluid Dynamics Technollogy. Referenced from https://firewiresurfboards.

com/hydrodynamics/ [18.05.2017].

P. 66, Ben Mondy. (2015). Surfing and skateboarding make shortlist for 2020 Olympics. Referenced from http://www.grindtv.com/surf/surfing-skateboarding-make-shortlist-2020-olympics/#o7ywgs7MO

0zEB9MH.97 [27.05.2017].

Dashel Pierson. (2016). 10 Things You Should Know About Surfing in the Olympics. Referenced from http://www.surfline.com/surf-news/the-decision-has-been-made---surfing-will-be-at- tokyo-2020---heres-whats-been-confirmed-so-far-10-things-you-s_140542/ [27.05.2017].

Pablo Zanocchi. (2016) It’s Official: Surfing Will Be in the Olympics. Referenced from http:// www.surfline.com/surf-news/international-olympic-committee-formally-votes-to-include-

new-sport-in-2020-tokyo-games-its-official-surfing-w_140472/ [28.05.2017].

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P. 68, Ellen Wright. (2016). Kelly Slater already throwing his hat in Olympic ring. Referenced from http:// www.grindtv.com/surf/kelly-slater-already-throwing-his-hat-in-olympic-ring/#siVYZ9QwX

KRC5T8H.97 [28.05.2017].

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carbon-vs-fibreglass/ [28.04.2017].

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153

APPENDIX A: Survey questionnaire:

Personal information: 1. Age: [A] 10-15 [B] 16-25 [C] 26-35 [D] 36-50 [E] 50+ 2. Gender: [A] Male [B] Female 3. Years of surfing experience: [A] 0-1 [B] 1-3 [C] 3-5 [D] 5-10 [E] 10+ 4. Surfing ability: [A] Beg. [B] Beg./Int. [C] Int. [D] Int/Adv. [E] Adv. 5. How many surfboards do you own.

[A] 1 [B] 2 [C] 3 [D] 4 [E] 5+

On a scale of 1-5, how important are the following: 6. Brand: [1] [2] [3] [4] [5] 7. Endorsement: [1] [2] [3] [4] [5]

8. Price: [1] [2] [3] [4] [5] 9. Shape: [1] [2] [3] [4] [5] 10. Performance: [1] [2] [3] [4] [5] 11. Style: [1] [2] [3] [4] [5] 12. Duraility: [1] [2] [3] [4] [5] 13. Sustainability: [1] [2] [3] [4] [5]

14. Origin: [1] [2] [3] [4] [5]

15. Other: Answer:

Sustainability and the environment: 16. How important is the environment to you and your lifestyle?

[1] [2] [3] [4] [5] 17. Are you aware of the surf-industrys impact on the environment?

[A] Yes [B] No [C] Maybe 18. Have you ever purchased an eco-certified surfboard?

[A] Yes [B] No [C] No, but I have thought about it 19. If “No” why haven’t you purchased an eco-certified board in the past? (multiple answers possible) [ ] Availability [ ] Price [ ] Performance [ ] Aesthetics [ ] Durability [ ] Other: 20. Do you believe that sustainable surfboards should perform as good- if not better than their conventional counterparts?

[A] Yes, otherwise I wouldn’t purchase one [B] No, I am willing to sacrifice performance for sustainability 21. Are you willing to pay more for ecoboards?

[A] Yes, + $50 [B] Yes, + $100 [C] Yes, + $150 [D] Yes, $200+ [E] No 22. Alongside sustainability, where do you believe the most innovation can be made in the surfboard industry? (multiple answers possible) [ ] Material [ ] Shape [ ] Construction [ ] Service [ ] Other:

154

Wave pools, urban surfing and the future: 23. If you had the opportunity, would you surf man-made waves?

[A] Yes [B] No 24. If you were a beginner, where do you think you could make the most progress in your surfing?

[A] Wave pool [B] Ocean 25. If you had the choice, where would you go on a surf trip?

[A] Wave pool [B] Ocean 26. If there was something like a “seasonal ticket” for wave pools/parks, would you purchase one?

[A] Yes [B] No [C] Maybe 27. Do you think that wave pools are good for surfing and surf culture?

[A] Yes [B] No [C] Other: 28. What do you think about surfing entering the 2020 Olympics?

[A] Good [B] Bad [C] Other: 29. Are you interested in the science behind surfboard design and production?

[A] Yes [B] No

30. Is there any change you would like to see moving forward in the surf industry?

Answer:

155