Brooke Farris, who spent 14 years at Rip Curl in a variety of roles, including three years as CEO, is rejoining the World Surf League (WSL) in September, the WSL announced Wednesday.
Before moving to Rip Curl, Farris worked at the Association of Surfing Professionals (ASP), the predecessor to the WSL, as women’s world tour manager. For her new role as CMO and president of North America, Farris, an Australian, will be based in Los Angeles.
During her tenure at Rip Curl, Farris held multiple leadership roles across digital, marketing, and commercial strategy, helping to shape the company’s transformation into a modern, global brand, the WSL said in a statement.
“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience,” said WSL CEO Ryan Crosby in a statement. “She has a clear understanding of our global fan base and brings an authentic connection to the surfing community. We’re thrilled to welcome her back to the league and excited about the impact she will have on our events, partners, and fans, particularly in North America.”
Farris’ new job entails leading the WSL’s global brand, marketing, communications, and social media strategy, while also overseeing events and operations for the North American region.
“Surfing is unique – it’s a lifestyle, a community, a sport, and a profession,” Farris in a statement. “The World Surf League plays a central role, so I’m excited to be joining Ryan and the team at the WSL. This is the perfect opportunity to apply my industry experience and lifelong connection with surfing toward growing the sport in North America and delivering a world-class experience to our fans around the globe.”
The previous WSL chief marketing officer, Sarah Swanson, departed in December 2023 and now works as chief brand officer of WTA Ventures, the commercial arm of the Women’s Tennis Association.
