Surf business marketing is a niche within a niche, but there’s no denying that surfing’s popularity as a whole is growing in leaps and bounds.
The increase in beginner-friendly boards, the building of wave pools, more remote workers than ever before and the desire for unique travel experiences have all contributed to the rise in popularity of surfing.
In fact, studies show that the global surfing market will grow from USD 10.69 billion in 2024 to USD 16.19 billion in 2031.
That’s an annual growth rate of 5.3% which makes it the fastest growing watersport in the world.
What will 2025 hold for surf business owners?
While most of us can simply cruise off the back of repeat bookings, word of mouth and positive online reviews, it’s always good to stay ahead of the game.
However, this article is for business owners in the surf community who want to succeed in an increasingly-competitive industry.
My personal take on marketing for the surfing world in 2025
As with all areas of my life, I don’t like relying on things outside my control.
Algorithms that change overnight, SEO strategies that are becoming increasingly redundant and costly ads on social media platforms are all examples of things outside of my control.
So, what are my thoughts on marketing trends for the surf biz in 2025?
My biggest tip based on the trends below is to focus on building an engaged community of loyal customers.
Your brand name is everything, after all.
It’s the reason why people buy or book with you and it’s essential to create a unique brand that resonates with your target audience.
Think about brands like Finisterre, Patagonia and Perfect Wave Travel.
They’ve all built strong, authentic brands that have garnered a loyal following within the surf community.
No matter what Google changes on Search Engine Results Pages (SERPs), how much Facebook advertising costs or whether Instagram introduces a new algorithm, these companies have strong brand recognition that’ll withstand any changes.
Building your own brand and community also allows you to have more control over your marketing tactics.
Isn’t it better to have a direct line of communication with your customers, rather than relying on third-party platforms?
9 marketing trends that surf business owners should consider for 2025
1. Zero-click searches become a thing
Welcome to 2025… the year when internet searchers can get all the information they need without ever leaving their search engine results page (SERP).
Called “Zero-click searches“, this trend essentially means that users no longer need to click through to websites to find answers to their queries.
Instead, search engines like Google provide the information directly on the SERP itself through features like featured snippets, knowledge panels and quick answer boxes.
This is bad news for surf businesses who rely solely on weak local SEO to drive traffic to their website.
It’s good news if your SEO game is strong and your content is geared towards providing quick, concise answers to your customers’ questions.
2. More brand to brand collaborations
The partnership economy is on the rise with 50% of brands experiencing annual revenue channel growth through strategic collaborations.
This trend will continue in the surfing industry.
Collaborations between surf businesses and other brands will be a powerful marketing tool to reach new audiences and increase brand exposure.
From surf tourism providers partnering with fitness and wellness brands to surfboard companies collaborating with clothing labels and eco-friendly material suppliers, the possibilities are endless.
What type of surf business do you run?
Are there any brands that you could potentially collaborate with to reach a broader audience and boost your brand’s revenue?
Think outside the box and explore different options for potential partnerships.
Surfing culture is all about community and collaborating with other brands aligns perfectly with this concept.
3. Switch to creating your own content in-house
While it pains me to say it as a freelance copywriter, there are certain benefits to creating your own content in-house instead of relying on collaborations with external brands.
Personally, I think a healthy balance between the two strategies is ideal.
Creating your own content allows you to have full control over your brand’s message and tone, as well as save on costs.
It also gives you the opportunity to showcase your unique voice and personality, which can help differentiate your brand from others in the industry.
However, collaborating with other content writers or copywriters brings fresh perspectives and new ideas into the mix.
I like to think I’m fun to work with too, so there’s that.
4. AI makes life easier (while endangering your unique voice)
I use AI to assist my writing process, and it’s incredibly helpful.
But, it also presents a challenge for maintaining a unique voice in your content.
AI can churn out thousands of articles with similar structures and vocabulary, making it difficult to stand out from the crowd.
While I’m hesitant to dissuade anyone from using AI, it’s important to understand the potential consequences of relying too heavily on it.
You should at all times strive to maintain your unique voice and perspective in your writing, even with AI assistance.
To do this you’ll need two things: a concrete brand messaging playbook and the discipline to adhere to it.
For surf business owners who manage to balance the two, AI can be a powerful tool for efficiency and productivity, freeing up time to focus on other important aspects of running a business.
5. Newsletters become just as important as social media
Newsletters are perhaps the most under-utilised marketing tool in the digital age.
While social media may seem like the go-to platform for reaching potential customers, newsletters offer a more direct connection to your audience.
While email open rates don’t surpass the reach of social media posts, newsletters have the potential to be a highly effective marketing channel by being personal, informative and engaging.
The ROI for newsletters as of last year is 4,200%. This means that for every dollar spent on email marketing, businesses saw an average return of $42.
I love newsletters and encourage all of my clients to adopt them as part of their marketing strategy.
I also publish a weekly newsletter myself and have seen firsthand the impact it can have on building a loyal audience.
6. AI-powered chatbots improve customer service
Another way AI is revolutionising the surf industry is through chatbots.
These AI-powered virtual assistants are available 24/7 and can handle multiple conversations at once, meaning they never have to put customers on hold or make them wait for a response.
They require proper training, to be sure, but once they’re up and running, chatbots can handle many of the mundane tasks that customer service representatives would otherwise have to do manually.
This frees up time for employees to focus on more complex issues and ensures a faster response time for customers.
7. Integrated marketing strategies for surf businesses
Do you have an integrated marketing strategy for your surf business?
One that takes into account your target audience, current marketing efforts and business goals? If not, it’s time to start developing one.
An integrated marketing strategy is crucial for the success of any surf business in today’s crowded marketplace.
An integrated marketing strategy means that all your marketing efforts are aligned and work together towards a common goal. This includes both traditional and digital marketing channels such as advertising, social media channels, email campaigns, events and more.
Getting your unique selling points out there and connecting with your target audience is key to standing out in the surf industry.
An integrated marketing strategy can help you achieve this while providing you as the business owners with peace of mind and a clear direction for your marketing efforts.
8. Embracing your “flaws” on social media platforms
Gone are the days of airbrushed models and heavily curated content.
Consumers are seeking authenticity and originality from brands, especially on social media platforms.
This shift towards a more genuine and personal approach can benefit surf businesses that prioritise sharing authentic experiences and stories about passionate surfers or surf topics with their audience.
User-generated content is still important, but only when the influencer or content creator in question aligns with your brand’s values and mission.
Embrace your business hiccups, share behind-the-scenes content and showcase the real people behind your brand. I’m definitely more drawn to brands who share personal stories and have a human touch on their social media platforms.
What can I say?
I love it when a potential disaster or mishap turns into a hilarious or heartwarming moment.
9. More inclusion, less exclusion
According to Kantar’s Brand Inclusion Index 2024, almost 8 in 10 people worldwide are saying “Show me the diversity and I’ll show you my wallet.”
A brand’s effort (or lack of it) in diversity and inclusion plays a huge role in buying decisions.
This is especially so for Gen Z, Millennials, LGBTQ+ folks, people with thinking and learning differences and those with disabilities.
I grew up surfing in the 90s and I can tell you we’ve come a long way since then.
Body shapes, sizes, colours and gender expression have always been diverse in the surfing community, but it hasn’t always been represented in mainstream media or portrayed positively.
How can you as a surf school, surf apparel brand or surf travel company ensure diversity and inclusion in your marketing efforts?
Ensure diversity isn’t just another box to tick.
Be honest about your current marketing initiatives and educate yourself on how you can do better.
Final thoughts
No matter which marketing trends take hold this year, just know that having an emotional connection with your audience is key.
Stay authentic, stay true to your brand values and remember that you needn’t jump on every new craze (Tik-Tok) that comes along. Ultimately, building a brand that speaks directly to your target audience, whether that be advanced surfers, young travellers or minority groups, will always be the best marketing strategy.
So, go forth, surf business owners!
New customers, new guests and new relationships with your audience await.
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