From the birth of professional surfing to the rise of global competition, wave pools and the 2028 Olympics, surfing’s first professional world champion reflects on five decades of change—and why the best may still be ahead.

By Vipe Desai

Fifty years ago, professional surfing was little more than a dream shared by a small group of surfers who wanted to make a living doing what they loved.

There were no major sponsorship contracts, no established world tour, and certainly no guarantee that winning a contest meant getting paid.

Today, professional surfing is a global sport with athletes competing for significant prize money, brands investing in talent, and a growing international audience. And surfing’s inclusion in the Olympic Games has opened the door to even greater opportunities.

Few people have witnessed this transformation as closely as Peter “PT” Townend, surfing’s first professional world champion in 1976.

At the September 2026 SIMA Industry Breakfast held at Surf Expo, SIMA Executive Director, Vipe Desai sat down with Townend for a conversation about the early days of professional surfing, the brands that helped build the sport, and what the next generation of surfers and business leaders can learn from its history.

The message was clear: Surfing has come a long way, but its greatest opportunities may still lie ahead.

From Dream to World Championship

“We were trying to create pro surfing,” Townend recalled.

In the mid-1970s, professional surfing was still finding its footing. Many competitors supported themselves by shaping surfboards, taking on odd jobs, and finding creative ways to fund their travels.

The idea of a professional world tour was inspired by other sports, where athletes could compete internationally, earn prize money, and accumulate points toward a championship.

Townend and his peers helped turn that vision into reality.

In 1976, after a remarkable competitive season that included strong performances in Hawaii, Townend became surfing’s first professional world champion.

At the time, the significance of that achievement was difficult to measure. There was no long list of professional champions to compare it against.

Today, his name sits at the beginning of a history that includes Kelly Slater, Andy Irons, Gabriel Medina, and generations of athletes who followed.

For Townend, that perspective has made the title more meaningful with time.

The Surf Industry Helped Build the Sport

One of the most important themes of the conversation was the connection between professional surfing and the businesses that supported it.

Surfing didn’t become a professional sport on its own.

Brands such as Quiksilver, Billabong, and Rip Curl played a major role in building the competitive infrastructure that helped athletes make a living.

During the 1980s, competition between surf brands drove investments in athlete sponsorships, events, and prize money.

Companies wanted their names attached to major contests. They wanted the best surfers representing their brands. And they wanted to build businesses around a culture that was gaining worldwide attention.

That investment helped professional surfing grow into a legitimate career.

Townend offered a striking comparison.

In his 1976 championship season, he competed in 12 events, made seven finals, and earned approximately $26,000.

His largest single contest prize was $3,500.

Today, Townend noted, a Championship Tour surfer can earn $10,000 even after losing their opening heat, with equal prize money for men and women.

The financial difference is remarkable, but the larger lesson is about the relationship between the sport and the industry.

When surf businesses invest in athletes and events, they help create opportunities that benefit the entire surfing community.

New Brands, New Energy, Same Entrepreneurial Spirit

The conversation also explored the changing landscape of surf brands.

Townend recalled the early days of companies that would eventually become global names. Many started with surfers who simply wanted to sell enough boardshorts to fund their next trip.

That entrepreneurial spirit remains alive today.

Reflecting on a Surf Expo panel featuring former professional surfers turned entrepreneurs—including CJ Hobgood, Kolohe Andino, Kekoa Cazimero, and Jamie O’Brien—Townend saw similarities between today’s emerging businesses and the brands that shaped the industry decades ago.

He also pointed to the industry’s history of reinvention.

The 1990s brought a wave of new surf brands, many of which eventually disappeared. Volcom emerged from that period as a lasting success story.

For Townend, the lesson isn’t that established brands are destined to disappear. It’s that new businesses bring energy, creativity, and fresh ideas into the marketplace.

Today’s emerging surf entrepreneurs have something their predecessors never had: direct access to large audiences through digital platforms.

Townend highlighted Jamie O’Brien’s ability to build a following through YouTube and translate that influence into his Fun Day brand.

The tools have changed, but the opportunity remains familiar.

Build something authentic. Connect with surfers. Create products people believe in.

The Next Generation of Surfers Will Come From Everywhere

Professional surfing was once dominated by athletes from a handful of established regions, including Australia, Hawaii, South Africa, and parts of the United States.

That landscape has changed dramatically.

Brazilian surfers have become a major force in professional competition. European and South American athletes continue to raise the standard, while emerging surfing nations are developing competitive programs.

Townend believes the Olympics and the expansion of wave pools will accelerate that shift.

He shared stories from his experience helping develop an Olympic surfing program in China, where athletes were recruited and introduced to surfing through structured training.

Countries that once lacked consistent waves or established surf communities now have new ways to develop talent.

Wave pools are especially important because they allow athletes to train regularly without relying on ocean conditions.

As more nations invest in surfing, the competitive landscape will become increasingly international.

For the surf industry, that growth also creates opportunities to reach new participants, customers, and markets.

Wave Pools Could Create the Next Generation of Surf Consumers

While wave pools are often discussed in terms of athletic development, Townend sees another major opportunity: introducing more people to surfing.

Around the world, artificial wave facilities are giving beginners a controlled environment to experience their first wave.

And once someone experiences the feeling of riding a wave, Townend believes the desire to surf often becomes a lifelong pursuit.

These new participants represent an expanding audience for surfboards, wetsuits, apparel, accessories, and other surf products.

Importantly, Townend doesn’t see wave pools as a replacement for the ocean.

He sees them as a gateway.

A person who catches their first wave in a pool may eventually want to experience surfing at the beach.

That progression creates opportunities across the industry, from surf schools and equipment manufacturers to brands and specialty retailers.

Why Independent Surf Shops Still Matter

Despite the growth of online shopping and changes in consumer behavior, Townend remains optimistic about the future of specialty surf retail.

His reasoning goes beyond product sales.

Surf shops are part of surfing’s culture.

They’re places where surfers share stories, learn about equipment, discover brands, and connect with their local communities.

Townend pointed to the surf shop culture he continues to experience in Huntington Beach, where surfers gather after sessions to talk about waves, boards, and everything in between.

He believes that experience is difficult to replace online.

While the retail landscape will continue to evolve, knowledgeable specialty shops remain important to the surfing experience.

For SIMA, this reinforces an important industry priority: Supporting independent surf retailers is essential to protecting the culture and strengthening the business of surfing.

As participation grows, specialty retailers have an opportunity to welcome new surfers, offer trusted advice, and build lasting relationships with customers.

LA28: A Major Opportunity for the Surf Industry

With surfing returning to the Olympic stage in Los Angeles in 2028, Townend believes the sport is entering another important chapter.

Southern California holds a special place in surfing’s history.

From Malibu’s early surf culture to the emergence of surf films, boardshorts, surfboard manufacturers, and iconic brands, the region helped shape modern surfing’s identity.

Now, the Olympic Games will bring renewed global attention to the sport and its culture.

For the surf industry, that attention creates opportunities to introduce surfing to new audiences, support participation, and strengthen businesses.

But the opportunity goes beyond the Games themselves.

The real challenge is turning that attention into lasting benefits for surfing.

That means investing in participation, supporting surf communities, strengthening retail, and building partnerships that continue long after 2028.

It’s also an opportunity for the industry to work together around shared goals.

The Future Is Still Being Written

Perhaps the most encouraging part of Townend’s conversation was his optimism.

After 50 years of watching professional surfing evolve, he remains excited about the next generation of athletes, entrepreneurs, and surf businesses.

He has seen the industry experience extraordinary growth, difficult cycles, and periods of reinvention.

And through it all, the passion that started the industry has remained.

The surfers who once shaped boards to pay for their next contest helped create a global sport.

The brands that began with a few pairs of boardshorts helped build an international industry.

And today’s generation has access to tools, technology, and opportunities that were unimaginable 50 years ago.

As Townend reflected on what his generation helped create, he summed it up simply:

“Our dream came true.”

The next chapter belongs to the people and businesses shaping surfing today.

And if the past 50 years have taught us anything, it’s that surfing’s future will be built by those willing to invest in the sport, support its culture, and work together to move the industry forward