As we near the end of 2025, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Josh Hansen is the CEO of Hansen Surfboards in Encinitas, Calif., one of the most high-volume shops in the surf industry. Started in the 1970s by surfboard maker Don Hansen, the now 15,000-square-foot store is still family owned and operated.Â
We wanted to get his take on 2025 and find out about any big plans for 2026.
What is the most important business lesson you learned in 2025?
Hansen Surfboards CEO Josh Hansen: Stay flexible and keep evolving every day. We made some updates to our space and moved some brands around. It seems to be working.
What are you worried about for 2026?
Josh Hansen: How the licensing model with some of our important brands holds up. Will they be able to continue to build good product that resonates with our customers? It was a very positive 2025 in this area.
What are you investing in and/or optimistic about for 2026?
Josh Hansen: We are always trying to make sure we have the best team. We also will continue to update our retail space, so the brands have the best chance at performing. Lastly, we are interested in AI and how it can make our business more efficient.
Currently, we are using an AI agent to help answer online questions that come through our website, to help build marketing campaigns and graphics, and to help us analyze and summarize sales data so we can make quick decisions. We also use it to quickly find information we need on various subjects and to summarize that information. Â
We are still just playing with the technology, but it appears to provide a powerful tool to help make our team more efficient.
Anything else you’d like to add about 2025 or 2026?
Josh Hansen: One major milestone in 2025 was experiencing our first retirement with our buyer and manager who dedicated 32 years to the business. Making sure that transition went smoothly was really important. He was such a key part of our business and so it has been nice to see the entire team come together.
Editor’s note — Don’t miss previously published reflections from:
- Burton Owner Donna Carpenter
- Herschel Supply Managing Director Lyndon Cormack
- Arc’teryx Senior Vice President Brand Marketing Karl Aaker
- Elevate Outdoor Collective CEO Josee LarocqueÂ
- Oboz President Amy Beck
- Roark CEO Jason Steris
- Rumpl General Manager Josh Simpson
- Salty Crew GM Jason Shelton
- Sanuk Vice President/General Manager Katie Pruitt
- Altra Global Brand President Jen McLaren
