SIMA Retail Panel: Strong Product, Community, Partnerships Drive Results

Julie Cox from Traveler Surf Club, LG Shaw from Wave Riding Vehicles and Will Hutchinson from Proof Lab discussed how their shops serve as community hubs beyond traditional retail, the challenges of connecting with younger generations, and the critical importance of quality products and strong brand partnerships in an increasingly competitive market.

Published: October 24, 2025By Tiffany Montgomery

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Roark Founder Ryan Hitzel moderated a panel with Julie Cox from Traveler Surf Club, Will Hutchinson from Proof Lab and LG Shaw from Wave Riding Vehicles. Photo by SESO.

Three independent surf shop owners discussed the evolving landscape of surf retail and shared insights on building community-centered businesses, adapting to changing consumer behavior and maintaining authenticity while embracing innovation at the SIMA Super Summit last week in Laguna Beach, California.

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Posted in: Executive Edition

Tagged with: Julie Cox, LG Shaw, Ryan Hitzel, Will Hutchinson