Waco Surf has created a new position aimed at enhancing the guest experience at the Central Texas surf park, appointing longtime employee Rob Henson as Director of Surf Experience.
Henson, who has worked at the park since 2018, said that he had approached ownership about feeling underutilized.
“About a month ago, I let ownership know I felt underutilized. I felt like I bring a lot to the table,” he said. “Three weeks ago, I got a call from DT (part owner David Taylor). He said he was interested in my thoughts on the Director of Surf Experience role.”
The newly formed role formalizes much of what Henson says he has already been doing. Henson’s responsibilities will expand to include direct communication with guests ahead of their visit, handling everything from session setup to rental questions.
“I’ll start reaching out to guests ahead of their visits—introducing myself and helping with anything they might need. That could be setting up their private sessions, answering questions about rental boards, things to do in Waco, or whether they want a photographer,” he said. “The idea is to streamline that whole process.”
The change comes as Waco Surf continues to grow its base of local, beginner surfers. Henson confirmed an increase in beginner sessions, now offering two per weekday and three on weekends.
“There are so many new wave pools coming online, and most beginners aren’t flying out of state to surf. They’re local. That’s the opportunity: building up the local beginner base.”
Waco Surf’s client base has evolved over time, with repeat customers making up a large portion of bookings.
“Most people we see now are repeat customers. We know many of them by first name. But we also want the new people, the beginners, to feel welcome. Their presence matters too,” Henson said.
While his background includes managing the in-house photography teams and shooting private sessions, Henson said his new role allows for a more proactive approach to service.
“Before, I might hold back or only bring issues up if they were serious. Now, I can act more directly,” he said. “I’ll also start contacting October guests with private sessions or long stays. Just to introduce myself and help with anything they need – extra sessions, booking adjustments, questions, whatever.”
The Director of Surf Experience position is new to the facility. Henson said part-owner DT called it a ‘pilot position.’ and noted that other wave pools have similar roles, but it’s not clearly defined, which is par for the course in the world of wave pool jobs. He added that there was some “gray area” and that they were figuring it out as they went.
Henson will collaborate closely with the Director of Surf Operations Brian Fillmore, a division of responsibilities he said will increase flexibility and responsiveness.
“Brian is Director of Surf Ops, I’m Director of Surf Experience. We’ll collaborate a lot. There are things he doesn’t have time to get to, and I can now take some of those on.”
Though no immediate structural changes have been announced, Henson sees value in observing and listening to guests to inform improvements.
“I’ve built up enough trust that guests will tell me when something isn’t right.”
Looking ahead, Henson said he sees potential for growth in both his new role and the broader surf park industry.
“This new role gives me the chance to grow while doing what I already love,” he said. “I’m getting up there in age, but this space is still in its infancy. There are so many opportunities.”
He added that younger employees at the facility may not yet realize the scope of career potential within the growing artificial wave industry.
“Especially the Surf Ops guys—they have a huge future in this industry. Hopefully they stay with us in Waco, but even if they move on, they’re going to be in demand.”
