The Surf Industry Members Association will host a Super Summit on Oct. 15 in Laguna Beach, Calif., bringing together brand leaders and retailers to address industry disruption and explore growth opportunities.
While the summit will be stateside this time around and likely be much tamer than the Mexico gatherings of old, there is still a lot to look forward to — and many reasons for the industry to come together and discuss the future.
SIMA Executive Director Vipe Desai talked about all that, including the summit’s goals, target audience and SIMA’s future in a recent interview with SESO.
SIMA Executive Director Vipe Desai. File photo courtesy of SIMA.
Why is SIMA bringing back a summit?
SIMA Executive Director Vipe Desai: There’s a strong need to unite leaders from both the brand side and specialty retailers in our industry. Surfing has faced rapid and significant disruption, whether it’s operational, distribution, licensing models, retail, sustainability, technology or global involvement. The industry needs a place to connect, learn and collaborate. This summit was created specifically to meet that need. This isn’t just another event; it’s a platform for having tough conversations, sharing insights, sparking new ideas and strengthening the surfing business together. This summit is overdue.
What topics will the summit cover?
Vipe Desai: This year’s agenda was shaped after multiple conversations with brands, retailers and stakeholders within and beyond our membership, including those seeking guidance from SIMA.
We’re tackling everything from retail innovation and business strategy to sustainability and new market growth. Sessions include The New Retail Playbook with Kevin Ervin Kelley, a climate vulnerability report from Save The Waves Coalition, plus discussions on emerging markets, surf parks, and state and local funding resources for business growth.
We’re also exploring surf culture’s global influence with a keynote from Visit California. And I’m excited to hear from those who have cut their teeth in the surf business and are now going beyond our world, namely Mandy Fry from Z Supply and Brad Blankinship from Sun Day Red.
Who is the target audience for the summit?
Vipe Desai: The summit is aimed at anyone shaping or supporting the surf industry from brand leaders, retailers, athletes, marketers, manufacturers, environmental advocates and those on the brand growth journey. It’s for those eager to learn, connect, and push the industry forward. We’re also encouraging brands to bring their junior staff who don’t often get to join trade shows or other key events.
It’s one of the biggest comments I’ve heard over the past few years is that staff often feel left out of learning more about the industry in a business setting like the one we’re creating at this summit. This is a great way to invest in your team and making them part of the bigger picture.
Will there be networking opportunities?
Vipe Desai: The summit runs from 8:30 a.m. to 8:00 p.m. and includes breakfast, lunch, dinner and an open-bar networking reception. There’s also a ShopWalk experience over to the local Hobie store that’s presented by Building the Revolution, giving attendees a chance to connect outside the theater and engage directly with a key retailer. It’s a great chance to listen, get inspired, and keep the conversation going with others at the summit.
How has the shift to licensing companies impacted SIMA?
Vipe Desai: The ownership landscape has definitely shifted, but our mission stays the same: to represent and support the surf industry as a whole. While most of the legacy brands have changed ownership models, there’s been an exciting rise in new and independent companies redefining what a modern surf brand looks like. There’s also a movement of “for surfers, by surfers” messaging from some of the brands taking on a larger position in the ranks. SIMA’s role is to connect that spectrum, linking established players with emerging entrepreneurs and making sure every voice is heard. It’s also about evolving to welcome new faces in a fresh, inviting environment.
What are SIMA’s growth plans?
Vipe Desai: Growth starts with staying relevant. By focusing on education, advocacy, and opportunities that truly benefit our members, we’re building a stronger, more inclusive community. What worked for us 10 years ago won’t cut it now or moving forward. We must think like entrepreneurs, and our new partnerships with tourism boards and state business development programs will help our members tap into opportunities like tax incentives and business grants.
The Super Summit plays a big role in this, creating a space where collaboration drives progress. As the surf economy expands into new markets, technologies, and partnerships, SIMA is ready to provide support to the next generation of leaders.
SESO readers can receive $200 off the SIMA Super Summit Non-Member rate using code SESO: Â https://surfindustry.org/pages/sima-super-summit-agenda
