Endless Surf has appointed three executives as it expands its global surf park project pipeline, the company said today.
Jason Birdsall has been named chief operating officer, Mimi Ng commercial director, and Diana Da Costa guest experience and implementation lead. The hires follow the launch of Endless Surf at ADRENA within The Red Sea Project in Saudi Arabia.
New venues using Endless Surf technology are expected to open this year in Rio de Janeiro, Riyadh, Los Cabos, and Florida.
Jason Birdsall, Chief Operating Officer
Jason Birdsall joins Endless Surf as Chief Operating Officer, bringing extensive global operational leadership experience across high-tech manufacturing, supply chain development, and industrial scale-up.
Beginning his career in Europe working with companies including Magna International and Sensata Technologies, Jason later spent more than a decade in Vancouver supporting the development and scaling of hydrogen fuel engine technologies for Daimler, Ford, and Ballard Power Systems.
Known for building high-performance teams and simplifying complex operational challenges, Jason will lead Endless Surf’s operational strategy as the company continues delivering surf park projects worldwide.
Mimi Ng, Commercial Director
Mimi Ng joins Endless Surf as Commercial Director, bringing more than two decades of experience in strategy, project delivery, and commercial leadership within the power and construction industries.
Previously serving as Commercial Manager at Finning Canada, Mimi led contract development and proposal management across major infrastructure and power systems projects.
At Endless Surf, Mimi will lead commercial strategy and contracting, strengthening the frameworks that support long-term partnerships with surf park developers while helping guide the company’s expanding global project pipeline.
Diana Da Costa, Guest Experience & Implementation Lead
Diana Da Costa joins Endless Surf as Guest Experience & Implementation Lead, bringing direct surf park operational experience from her time at Alaïa Bay in Switzerland.
At Alaïa Bay, Diana managed customer service operations, and later served as Guest Experience & Sales Manager, overseeing front-of-house operations, booking systems, and customer satisfaction.
Her firsthand experience gives Endless Surf projects valuable insight into the realities of surf park operations after opening day.
“Many projects focus heavily on development and construction,” said Da Costa. “But the real work begins once a park opens and operations start. My role is to help clients prepare for that phase so they can deliver a strong guest experience from day one.”
In her role, Da Costa will support surf park operators with operational planning and lead the implementation of Surf Concierge software, which manages bookings, guest experience, and surf operations.
The company said its broader platform includes wave design, surf operations, programming, and marketing functions supporting surf park operations globally.
Alongside Diana’s work supporting surf park readiness and the guest experience, Endless Surf’s broader platform is supported by a team focused on the core elements that make surf parks thrive — surf operations and wave design with Cheyne Magnusson, Swell Studio and wave programming with Axel Terradillos, and marketing, activations, and surf industry engagement with Tanner Wilson.
