The Wave, an inland surfing destination in Bristol, UK, has announced the signing of an exclusive partnership with Wavegarden, a wave-making technology provider. The agreement will see The Wave expanding to a further six locations in the UK and Ireland.
The project to build six new sites represents an investment of more than $200 million. Combined, these venues could welcome over 2 million guests each year, as the trend for out-of-sea surfing shows no signs of slowing.
The Wave’s first site, which opened in Bristol in 2019, is the first such venue to use Wavegarden Cove technology.
Surf & wellbeing trends grow
As well as new inland surfing destinations in the UK and Ireland, the two companies also want to secure sites in key European cities.
The outdoor leisure sector grew in 2021 despite the impact of COVID. Several other factors, like the increasing interest in surfing following its inclusion in the Tokyo 2020 Olympics, the trend for wellbeing in the attractions industry, and the boom in staycations, mean that The Wave is well placed to expand.
“This multi-project agreement further cements our brilliant and exclusive partnership with Wavegarden, and the deal adds significant value to The Wave Group and our shareholders,” says Craig Stoddart, CEO of The Wave.
“Being the first to open a surf park powered by a new technology was a leap of faith in so many ways, but we believed in the technology and the team delivering it. The waves work. More than that we have proved it is commercially successful, we have a great professional team of Wavemakers and we have now welcomed over 300,000 visitors through our doors since we opened – despite contending with a global pandemic.”
“We know there is a huge appetite for surfing and its many health and wellbeing benefits, and we are now looking to bring these unique experiences to other locations around the UK and beyond. Spurred by growth in surfing in general – and the Olympic effect – this burgeoning sector is definitely on the up.
“We will have 5 sites open, in planning or being built in the next 5 years, and we are in the process of actively searching for land. Predictions indicate there will be approximately 100 surf parks operating globally in the next 10 years. The Wave intends to be a leading international player in this market and we have been preparing ourselves for this ambition for a number of years”
Benefits for physical and mental health
The Wave’s model is based on more than just surfing, however. The attraction also has a key focus on health, wellbeing and social impact, as founder and CVO Nick Hounsfield explains:
“Surfing is amazing for our physical and mental health – and sharing these benefits is right at the heart of what we do. My vision was to create a space where people could get outside in nature, be active and reap the blue health boost of being in or near water.”
“As a surfer I know how brilliant it makes me feel and the impact it has on my health. Being able to push perfect surfing waves at the touch of a button and to bring them inland is a game-changer for a sport that has until now been constrained by factors such as geography, tides and weather.
“Our purpose is central to everything. We want to share the positive power of waves – and the pure joy of surfing – with people of all ages, backgrounds and abilities. The epic thing about the Wavegarden Cove technology is that it caters to everyone, from a beginner stepping on a board for the first time, right up to pro surfers training for the Olympics, and hopefully future Paralympic surfers.”
