Aquatic Development Group (ADG) and Citywave USA have entered into a strategic partnership to expand deep-water standing wave surf installations across North America and the Caribbean.
Under the new agreement, ADG will serve as the exclusive turnkey provider for Citywave USA surf systems in the region. The company will manage all aspects of sales, design, engineering, manufacturing, and after-sales support. Internationally, ADG will continue its development of the EpicSurf brand, which launched in 2021.
Turnkey Role for ADG in Citywave Expansion
ADG will deliver Citywave systems through a vertically integrated model. According to the company, this approach includes in-house engineering, design, and installation services. Citywave USA will continue to operate as a licensing and operational entity under parent company Urban Entertainment Concepts (UEC).
“We’ve seen incredible demand for Citywave across North America and the Caribbean, and we knew ADG was the ideal partner to help us scale,” said Andrew Limbocker, CEO of Urban Entertainment Concepts. “I’ve worked with ADG for over a decade, and their team is hands down, the most professional, capable, and grounded group in the industry. Their expertise in sales, marketing, manufacturing, and construction is exactly what we need to bring surfing to the masses.”
Proven Standing Wave Technology
Citywave systems have been commercially operational since 2012. To date, more than 20 Citywave venues operate worldwide. The company claims its deep-water wave system supports a controlled, continuous ride and serves surfers across skill levels.
While ADG continues to pursue EpicSurf development in international markets, the company’s focus with Citywave USA will be on regional growth and delivery.
“In our pursuit of delivering the world’s best standing wave technology, the opportunity to partner with Citywave USA, recognized as a global leader in the space, was compelling on multiple fronts,” said Bruce Quay, Chief Operating Officer of Aquatic Development Group. “Citywave’s proven track record, and ADG’s decades of experience of reliable, quality, manufacturing and service/support infrastructure, creates a powerful partnership. Together, we are positioned to deliver the most high-performance and reliable deep-water standing wave systems across North America.”
Bruce continued by saying ADG’s infrastructure will greatly help in the partnership.
“We’re excited to collaborate with the Citywave team to grow awareness and drive the development of Citywave USA locations across North America and the Caribbean. Merging Citywave’s technology with ADG’s ability to pioneer wave technology and efficiently execute projects is a true force multiplier.”
Development Background and Strategic Positioning
ADG’s experience in wave system development spans over five decades. The company began developing pneumatically driven surf pools in the 1980s and collaborated with FlowRider inventor Tom Lochtefeld in the 2000s. It later manufactured more than 130 FlowRider units globally before pivoting to deep-water wave technology.
Ken Ellis, CEO at ADG, said the partnership leverages both companies’ strengths. “I’ve worked with Andrew and the UEC leadership team for decades and have always admired their vision and ability to transform market opportunities into high-performing entertainment destinations,” he said. “Our partnership with Citywave USA is a powerful opportunity to bring this proven surf experience to a wider audience—creating meaningful value for developers, operators, and investors looking to meet the growing demand for authentic, surf-driven attractions.”
Integrated Surf Destination Development
Citywave USA’s growth strategy includes collaboration with FECs, resort operators, and marina developers. Its first integrated surf venue, Goodsurf Beach Club, opened in Dallas, Texas. Future development plans aim to integrate surf systems with location-based entertainment offerings.
Company representatives said the partnership with ADG and Citywave USA provides a comprehensive development-to-surf solution, covering infrastructure, financing support, gamification tools, and software systems. UEC is also developing a franchising model to further scale the Citywave USA brand.
Global and Domestic Growth Paths
Citywave USA sought a domestic partner to meet increasing regional demand, citing the need for scalable production and project execution. ADG will focus on delivering those capabilities, while Citywave continues international operations independently.
The collaboration enables both companies to focus on their respective technologies. ADG and Citywave USA claim the partnership will streamline development timelines, improve cost efficiency, and deliver standing wave systems that meet both operational and performance standards.
