URBNSURF names Jennifer Vandekreeke as new CEO

URBNSURF has appointed Jennifer Vandekreeke as Chief Executive Officer to lead the business as it becomes the sole owner, developer, and operator of two surf parks worldwide.

With a background in the travel and leisure industry, Vandekreeke has experience in growing companies by enhancing customer experiences. She is known for her work with Carnival Cruise Line in Australia and has held executive positions at NRMA and Club Med.

Vandekreeke aims to enhance the surf park experience for both seasoned surfers and newcomers, making surfing more accessible to Australians. She joined URBNSURF in mid-March 2024 and will officially take over as CEO on May 17, 2024, succeeding current CEO Damon Tudor.

“URBNSURF has become part of Australia’s surf culture and we have a key role to play in making surfing accessible to more Australians. I look forward to welcoming everyone to URBNSURF to discover and experience the thrill of riding waves in a fun and safe environment,” said Jennifer.

Tudor, who has led URBNSURF since 2019, oversaw the growth of the team, managed challenges such as Covid shutdowns, and organized various events. Under his leadership, URBNSURF has received awards and hosted nearly 700,000 guests.

urbnsurf ceo damon tudor
Stepping-down CEO Damon Tudor said “I’m delighted to welcome Jen and look forward to watching her succeed in the role.”

“Over the past five years, I have seen the dedication of our team turn a sport Australia is famous for on the global stage, into something that is inclusive and accessible for all,” said Damon. “It’s been an absolute pleasure welcoming members and guests to the park every day and I am thrilled to conclude my journey with URBNSURF with one last milestone – the opening of the Sydney surf park.”

URBNSURF Chair Simon Bayley praised Tudor for his contributions to the company, including raising capital and successfully navigating challenges. The brand is now recognized globally for its expertise in surf park operations and has attracted interest from international investors for advisory roles in overseas projects.

“Damon has had an immense impact on URBNSURF during his tenure as CEO and leaves the business in excellent shape, with a talented team that will continue to drive its growth,” said Simon. “The awards we have received are testament to the team and his leadership and he’ll sign off on top, launching our second park, in Sydney.”