After years apart, the surf industry came together again for the long-awaited SIMA Super Summit, and it didn’t disappoint. From East Coast retailers to West Coast apparel innovators, attendees described the day as inspiring, overdue, and exactly what the industry needed.

The SIMA Super Summit was a reconnection point, a day for surf business leaders to learn from experts, swap stories, share challenges, and talk honestly about where the industry’s been, and where it’s going next.

“Bring the tribe together.”

For LG Shaw of Wave Riding Vehicles, the return of the Super Summit was a breath of fresh air.

“It was great to connect with people I hadn’t seen in a while. We all share common problems and successes, and it’s good to work together, hug, high five, and get an idea of where we’re headed as we move into 2026.”

Shaw highlighted how the summit’s format, focused on conversation rather than transactions,  allowed for reflection instead of just hustle.

“Unlike trade shows where you’re grinding through meetings, this was about being present, thinking about your business holistically, and seeing opportunity instead of just chasing deadlines.”

“The most insightful day I’ve had in the industry.”

Silvana Castagnolo from Reef called the Super Summit “one of the most insightful and proactive days” of her 10-year career.

“What stood out most was how close and kind this community is. You could really feel the love for the industry, it’s real.”

She also touched on the importance of face-to-face connection in a digital world:

“We live in a crazy, busy world where everyone spends hours on their phones. These opportunities to connect, there’s nothing like it anymore. That’s why events like this are so valuable.”

“Don’t follow the clock — follow the compass.”

For Kolohe Andino of Steko, hearing from speakers like Mandy Fry, Brad Blankinship, and Kevin Kelley was a highlight.

“They basically took words out of my brain. The big takeaway? Never go on sale, protect your brand, and don’t follow the clock, follow the compass.”

Andino echoed a theme heard throughout the day: authenticity and experience matter more than ever. The surf community is ready to prioritize real engagement over discount culture and quick wins.

“The surf experience can’t be replicated online.”

Rel Lezo from Traveler Surf Club pointed out how vital physical retail and shared experiences remain in the age of e-commerce:

“There’s this fear that a digital wave will take over, but I think there’s a lot of optimism for in-person surf experiences. What happens in a shop or surf club, that can’t be replicated online.”

For Lezo, the event’s smaller, more focused format made it even more meaningful.

“It didn’t feel like a giant trade show, it felt accessible and human. These in-person connections are what keep our community strong.”

“So overdue, and exactly what we needed.”

Cory Higgins from Jetty Apparel summed up what many were feeling:

“The Super Summit was so overdue. Getting the tribe together again, talking big-picture, learning from each other, this was needed.”

For Higgins, standout discussions came from Tiffany, Mandy, and Brad, who shared lessons from both inside and outside the surf world.

“It’s not about repeating old mistakes, it’s about learning what works and building something stronger together.”

“Positivity and momentum to move forward.”

Robert Howson of Harbour Surfboards left the summit with fresh ideas and renewed energy:

“I came in without many expectations and left with a bunch of ideas. It’s great to see everyone trying to come up with real solutions. Coming here creates positivity and gives you momentum to move forward.”

The Takeaway: Connection, Community and Culture Will Drive the Industry Forward

Across every conversation, one theme stood out: the surf industry thrives when it connects.

From protecting brand integrity to rethinking retail experiences, from staying authentic to adapting to change, the SIMA Super Summit reminded everyone why this community exists in the first place.

The tribe’s back together, and the stoke is real.

As Shaw put it best:

“This was a great start to what I hope is something we see come back to life in the industry.”