In Bavaria, surfing has always existed as a kind of contradiction — a deeply committed surf culture thriving hundreds of miles from the ocean. O₂ SURFTOWN MUC turns that contradiction into a destination.
What was once unused semi-industrial space in Hallbergmoos is now a 20,000-square-meter surf complex capable of hosting up to 4,000 visitors at a time. The facility runs largely on solar-generated energy and employs roughly 120 staff during peak summer season.
SURFTOWN also holds a notable place in surf park history as the world’s first installation using Endless Surf technology. Thirty-four pneumatic chambers work in coordination through proprietary software to create continuous, highly controlled surf — producing a remarkably fluid wave cadence that surfers consistently highlight as one of the park’s defining features.
But behind the wave technology lies something more ambitious: a surf park evolving beyond surf status. SURFTOWN’s event and partnerships business may quietly be one of the most inventive operations in the German sports industry.
Leading much of that evolution is Lisa Bäumler, SURFTOWN’s event manager, who previously organized the 2022 European Beach Volleyball Championships in Munich — building six stadiums and managing the event operations, including 200 volunteers with a core team of just three women. At SURFTOWN, she has transformed what could have been a straightforward venue-rental business into something closer to a creative production studio.
The most unusual event so far? A live cosmetic surgery congress. During the event SURFTOWN hosted surgeons performing live procedures inside the surf center while attendees watched via livestream conference feed.
“When I tell people about it, they always pause and go, ‘…in a surf park?’” Lisa says, laughing. “And I’m like, yes. Exactly.”
That willingness to think beyond traditional surf culture has become part of SURFTOWN’s larger business strategy.
Other events have included a 100-player backgammon tournament — where the reigning European champion donated his appearance fee to a homelessness charity — along with corporate team-building days, athlete leadership panels, product launches, and branded VIP experiences for automotive and lifestyle companies.
The venue itself was intentionally designed for flexibility.
Two elevated Coodo pods overlook the lagoon, each equipped with private terraces, bars, and barbecue areas. Inside the surf center, nearly everything moves: furniture rolls away, the retail shop can be cleared for large-scale activations, and DJ equipment can plug directly into the lifeguard towers during festival-style nights.
After dark, the atmosphere shifts completely. Floodlights illuminate the pool while professional surfers perform nighttime expression sessions for corporate groups and private events — a surreal blend of action sports, live entertainment, and experiential marketing.
And this foundation is only the beginning.
The partnership philosophy is visible throughout the site. Pointing to a nearly two-meter-tall Stanley water refill station, Romy Nonnenmacher from the partnerships team explains the approach:
“It’s very important to have an authentic fit — not just big branding like a football stadium. We don’t want to just use a logo; we want to build the experience with endemic and non-endemic brands alike.”
Coming from the world of winter sports, Romy sees a major difference in how surf parks create value.
“Traditional televised sports are all about numbers — reach, impressions, broadcast minutes,” she says. “Here, it’s about the feeling people get when they’re physically here. That’s why we need partners to come experience it for themselves.”
With more than 20 active partners and counting, the strategy is working.
Part of SURFTOWN’s appeal is its location. Sitting roughly ten minutes from Munich Airport, the venue exists in a strange and compelling intersection of destination surf park, transit hub, and experiential venue. Travelers can book surf sessions during layovers, while brands use the site as a backdrop for launches and hospitality experiences unlike anything available in traditional sports environments.
And because the facility operates year-round, the activation opportunities never really stop.
Even during Bavarian winters, surfers continue paddling out in near-freezing temperatures. Lisa recalls surfing in air temperatures of -6°C (21°F), emerging from the water with ice forming in her hair afterward — proof that Germany’s surf culture and cold-water dedication rivals anywhere on earth.
For brands and event organizers, that dedication matters. SURFTOWN is not selling passive spectatorship. It is selling participation, immersion, and emotional connection.
“The space gives you so much to work with,” Lisa says. “There aren’t many pools in the world capable of producing waves like this, and it’s exciting to use them in unexpected ways.”
That mindset may ultimately become SURFTOWN’s biggest differentiator.
The future here was never meant to stop at surf contests or training sessions. If anything, SURFTOWN is positioning itself as something larger: part surf park, part cultural venue, part experimental playground for brands, athletes, creatives, and communities that may never have imagined themselves stepping into surf culture at all.
