Surf Lakes Global has appointed Troy Warfield as its new Chief Executive Officer. Warfield joined the Surf Lakes board in 2020 and became Chairman in 2022. Now, he takes on a dual role as CEO and Chairman.
The company said the move supports their goal to expand surf park development in Australia and the United States.
Founder Aaron Trevis will stay on the Board of Directors and take on the role of Chief Technology Officer. He will now focus on research and development projects.
“I’m very pleased for Troy to take on the CEO role,” said Trevis. “It is the right time to have someone with Troy’s capacity and experience to lead us into this exciting phase of commercial project delivery. Join us in making Troy welcome as he takes his immense experience from global brands and grows Surf Lakes into a leading global brand in surfing and surf-anchored development.”
Surf Park Pipeline and Global Strategy
According to the company, Surf Lakes has eight projects in progress. These include approved developments in Queensland, Texas, and Nevada. Additional sites are planned in Florida, California, and Tennessee.
The company aims to stand out by offering 360-degree surf park facilities. Its technology can produce up to 2,000 rides per hour across a half-mile of simulated beach. This approach, Surf Lakes says, creates multiple revenue opportunities and serves as a community hub.
Troy Warfield’s Experience in Global Growth
Previously, Warfield served as CEO of The Social Gaming Group, where he led global expansion for the Oche brand. Under his leadership, the company opened 12 international venues.
He also held the position of President at Topgolf International. There, he managed international operations and signed contracts for up to 100 future venues. Other roles include Executive Director at British Airways, Chief Commercial Officer at Avis Budget Group, and Vice President at Kimberly-Clark Europe.
Vision for the Surf Park Industry
“I am delighted to be taking on the additional role of CEO of Surf Lakes and would like to thank Aaron Trevis for his leadership since the inception of the brand,” said Warfield. “As the Surf Park Industry is now establishing itself as the next great leisure industry growth powerhouse, I look forward to working with our highly experienced team to build our first Surf Lake and a pipeline of many more over the years.”
The new Surf Lakes CEO went on to say the new wave pool developments will help many surfers and non surfers alike enjoy new surf spots while developers reap the benefits of commercial property and land value growth.
Industry Growth and Competitive Focus
The global wave pool industry continues to expand and competition is fierce. Surf Lakes says they plan to differentiate their product from others by offering high-capacity facilities. Its proprietary technology supports master planning and scalable deployment across diverse real estate projects.
With increasing developer interest, the company sees strong potential in surf-anchored destinations. These facilities are designed to combine recreational appeal with commercial viability.
