Why Stab Keeps Winning in Surf Media

Two decades after its founding, Stab has managed to outlast many of its competitors and continues to push the envelope in surf editorial and culture. One of its boldest and most unusual moves for a consumer publication: putting up a paywall to fund exceptional content. Readers and viewers are opting in.

Published: July 27, 2026By Anna Dimond

Stab co-founder Sam McIntosh on location in Sumbawa, Indonesia, for Stab in the Dark. Photo by Nate Lawrence, courtesy of Stab.

During two sunny days in May, crowds streamed into Atlantic Park Surf, a year-old wave pool in Virginia Beach. A DJ played sets on the deck. Surfers threw massive airs and mingled with fans. Beer, conversation and brand activations flowed.

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Posted in: Executive Edition

Tagged with: Sam McIntosh, Stab