This was pulled straight from our mail in-box this morning and we decided to post it as what could be called an historical document of what killed surfing over the past 10 years and thought many of you might be interested?. We thought if anyone who wants to get some knowledge of what not to do then they can buy the report as it should equip you well. It also shows why the core market is moving on their own trip and a newly emerging market is building momentum in the soulful side of things. As much as you try to make surfing a sport or call it an industry it will always rebel and form a counter culture. there is a new and extremely refreshing side to surfing, heart felt movement emerging within the surfing industry and we are proud to be part of it. We quit school to be part of it and rejected the parents ‘ideal’ in order follow surfing’s allure. The ticket price is having some soul and the ability to use your heart. If not, then spend 4000 euro and sign up, heh you might even be surfing next big thing, join the stock market or have someone buy you and get a mention !!!!
According to Global Industry Analysts’s market research report, the surfing industry has realized tremendous gains during the past several years, and continues to evolve. The primary driver is the initiative of surfing equipment makers, marketers and associations to make surfing much more approachable than it was in previous years with the roll out of several public surfing facilities and artificial reefs.
The sport of surfing has also become a fashion trend and manifested itself into a billion-dollar market. Increased accessibility and affordability has drawn significant number of surfing participants and has attracted wider demographic clusters beyond just the younger generation. Demographically, the overall surfers continue to expand and become more female and older than in the past thanks to growing consumer awareness and liking, and surfing becoming an ‘important part of youth culture’.
The growing popularity of longboards that makes learning surf easier, the growth of the surf schools, and the ‘style’ and ‘coolness’ quotient associated with the surf culture is leading to increase in the surfing participation. To cash in on the emerging demographic profile, professional surfing associations, such as the Surf Industry Manufacturers Association and European Surfing Federation have increased the visibility of the sport through promotional and educational programs designed to attract new surfers.
The surfing industry is marked by fluctuations, which are seasonal and trend-driven. Factors impacting the business climate in the marketplace include – economic conditions, levels of disposable incomes, and consumer demographics. Historically, the resonating growth in the industry was largely the result of the rise in the number of spectators and participants spurred on by the immense popularity and introduction of such events as ‘X Games’, and wider cable TV coverage of skateboarding, snowboarding, and surfing events. The recent economic slowdown has temporarily taken the wind out of the market’s sails, with consumers curtailing expenditure on leisure travel and consumables.
Global Industry Analysts ©
For more information please click on:
http://www.researchandmarkets.com/product/919798/surfing_global_strategic_business_report
Title Index:
1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1
- Study Reliability and Reporting Limitations 1
- Disclaimers 2
- Data Interpretation & Reporting Level 3
- Quantitative Techniques & Analytics 3
- Product Definition and Scope of Study 3
2. INDUSTRY OVERVIEW 4
- A Prelude 4
- Surfing Apparel: As Important as Surfing Equipment 5
- Product Innovations: Name of the Game 5
- Demographic Shifts 5
- Favorable Demographics to Boost Surfing Gear Sales 5
- Surf Forecasting Improves Participation 6
- Average Age of Surfer is Changing! 6
- Specific Strategies Needed to Target Women Surfer 6
- A Straight Talk About Current Market Scenario 7
- Economic Slowdown Take The Wind Out of the Market’s Sails 7
- Raw Material Cost & Discounting Created a Challenging Environment 8
- The World Beyond Recession 8
- Shift from West to East 8
- Outlook 9
- Market Drivers & Trends 9
- Media – A Major Promotional Platform 9
- Manufacturers Rope in Celebrities & Athletes for Promotions & Endorsements 9
- Brand Diversification to Open up Huge New Markets 10
- Entertainment Industry Lent A Hand in Promoting Surfing Culture 10
- Environment Friendly Boards Making Beeline to Market 10
- Sustainable Practices to Spur Growth 11
- Competitive Landscape 11
- Market Issues 11
- Seasonality & Topography: A Characteristic of the Sport 11
- Cost Pressure Increases With Newcomers Entering the Sport 12
- Alternate Sports & Leisure Activities Cap Consumer Base 12
- Oil, Gas Prices Makes Wave Riding a Costly Proposition 12
- Adverse Impact on Environment 13
- Hazards Associated with Surfing 13
3. PRODUCT OVERVIEW 14
- Surfing – An Introduction 14
- Evolution of Surfing 14
- Surfing Techniques 14
- Types of Surfing 15
- Bodyboarding and Bodysurfing 15
- Tow-in Surfing 15
- Boat surfing 15
- Other Surfing Type Sports: Paddleboarding, Sea Kayaking,
- Windsurfing, Kitesurfing, and Wakesurfing 15
- Surf Apparel 15
- Other Surfing Gear 16
- Surfboards 16
- Types of Surfboards 16
- Shortboards 16
- Longboards 16
- Funboards 16
- Other Surfboards 16
- Technical Textiles 17
- Wetsuits 17
- Rashguards 17
- Others 17
4. PRODUCT LAUNCHES/INTRODUCTIONS 18
- Alpinestars Unveils the HD Boardshort 18
- Odina Surf Launches Spring 2011 Swimwear 18
- Rip Curl Introduces Mirage Fanning Boardshort 18
- Ducati Enters into Co-Branding Agreement with Bear to Introduce Capsule Collection 18
- Quicksilver Unveils Surf Gear Range 19
- Fox Head Introduces Surf Clothes 19
- Vew-Do Balance Boards Unveils Bare Foot Series of Surf Inspired Balance Boards 19
- ONeill Unveils EcoNeill Surfing Apparel 20
- Chemistry Surfboards Unveils Online Store 20
- Patagonia Unveils Online Surf Catalog 20
- Quicksilver Collaborates with European Retailers to Introduce New Boardshorts 21
- Cabrinha to Introduce Stand Up Paddle Surfing Gear 21
- Merton hotel Launches FlowRider Surf Simulator 22
- WaveTribe Introduces Eco-friendly Surfing Products 22
5. RECENT INDUSTRY ACTIVITY 23
- Pukas Enters into Partnership with Tecnalia to Develop Surfboards 23
- Billabong International Acquires Surf Dive ‘n Ski and Jetty Surf 23
- Billabong International Acquires Rush Surf 23
- Billabong Purchases Becker Surf and Sport 23
- Full Spectrum Media Takes Over 5boards.com 24
- Sitka SURFboards Corporation Opens Vancouver Flagship Store 24
- Billabong and Surfstitch Enter into Agreement 24
- Billabong International Enters into Agreement with Swell.com 24
- Boardworks to Create Paddle Division and Ink Agreement with Rusty Preisendorfer 25
- American Wave Machines and Body Glove International Ink Agreement 25
- Billabong to Acquire West 49 25
- Gateshead Council to Design Leisure Centre with Surfing System 25
- Billabong International Purchases DaKine Hawaii 26
- Volcom Takes over Laguna Surf & Sport 26
- Billabong International Acquires Sector 9 26
6. FOCUS ON SELECT PLAYERS 27
- AJW Surfboard (USA) 27
- Billabong International Limited (Australia) 27
- Body Glove International, LLC (US) 27
- Channel Islands Surfboards (USA) 27
- Firewire Surfboards, LLC (USA) 28
- Globe International Ltd. (Australia) 28
- Gul Surf Co. (UK) 28
- Harbour Surfboards LLC (USA) 29
- Hurley International LLC (USA) 29
- Naish International (USA) 29
- ONeill (USA) 29
- Quicksilver, Inc. (USA) 30
- Rip Curl, Inc. (USA) 30
- The adidas Group (Germany) 31
- Volcom, Inc. (USA) 31
7. GLOBAL MARKET PERSPECTIVE 32
8. THE UNITED STATES 41
9. EUROPE 46
9a. FRANCE 53
9b. GERMANY 55
9c. ITALY 57
9d. THE UNITED KINGDOM 59
9e. SPAIN 61
9f. RUSSIA 63
9g. REST OF EUROPE 65
10. AUSTRALIA 67
11. REST OF WORLD 70
COMPETITIVE LANDSCAPE
Total Companies Profiled: 105
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Region/Country Players
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The United States 55
Canada 1
Europe 21
France 2
Germany 1
The United Kingdom 13
Italy 2
Spain 1
Rest of Europe 2
Asia-Pacific (Excluding Japan) 24
Latin America 1
Africa 3
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