American Wave Machines, a leading wave pool, surf park and wave technology company, is helping to meet the growing demand for surf experiences with its PerfectSwell technology.
American Wave Machines has seen a rise in demand for surf attractions in recent years, and this trend has accelerated this year as a result of the pandemic and the desire for outdoor, socially-distant activities. Surfing is considered the top aspirational sport, with around 119 million surfing fans around the globe.
The sport attracts a wide range of influencers and enthusiasts, driving trends across fashion, entertainment and culture. The audience for this content has an average income of $75k and is highly educated, with a typical age of 35 years old. And now, more people than ever are wanting to get involved in surf culture and experiences.
“I think everyone was trying to get in touch with nature and think how they could be more physically active in the outdoor environment because all of the indoor options for sport and lifestyle were taken away,” said Australian teacher and surfer Joe Draffen in a recent interview.
Bringing surfing to a wider audience
This spike in interest can also be attributed to the sport being included in the Tokyo 2020 Olympics, where it will be seen by an estimated audience of 3.6 billion people.
While it was previously only accessible for those able to get out into the ocean, advancements in wave pool technology mean that more people can experience surfing than ever before. For instance, American Wave Machines’ PerfectSwell surf pools produce the world’s best man-made waves, meaning everyone, from beginners to pros, has the change to practice, have fun and improve their skills.
PerfectSwell surf venues mix top-quality surf with a relaxing beach atmosphere and are also proving to be a unique and successful way of increasing footfall and dwell time in a range of locations, such the newly opened American Dream mall in New Jersey.
The company also offers SurfStream standing wave technology which has a smaller footprint and is ideal for generating retail around surf lessons, training, competition, fitness, entertainment, F&B, surf retail, and board sales.
American Wave Machines has also recently been given approval for two new PerfectSwell projects in the US, at The Thermal Beach Club in Palm Springs and the Ocean Gate Commerce Center in New Smyrna Beach, Florida.