“Filling the pool” is a play on Bob McKnight’s now-famous call to the surf industry to “grow the pond.” At the height of the aughts (or noughties for those outside the US), Quiksilver, Billabong, and Rip Curl heavily invested in surf schools to grow the sport—and their apparel sales. More than 20 years later, wave pool marketing has taken the reins from the dissolving surfwear industry. With the influence of traditional surf brands fading, those running commercial operations at wave pools now have the opportunity to achieve what the surf industry struggled to do: get more people surfing.

So how do you market the sport of kings to keep surf park bookings full? We spoke with Jennifer Vandekreeke, CEO of URBNSURF, and Joe Dale, Head of Commercial Operations at The Wave, to find out.

Understanding the Customer Base

Joe Dale has been instrumental in shaping The Wave’s customer experience and revenue strategies. He emphasizes that a data-driven approach is essential for refining marketing efforts and tailoring offerings to specific customer segments.

“We’ve managed to deepen our data and insight understanding,” Joe explained. “This has enabled us to break down our audiences into personality types and create marketing campaigns that speak directly to them.”

By analyzing booking patterns, customer behavior, and session preferences, The Wave identified distinct visitor types, including “daytrippers”—those who visit infrequently but seek memorable experiences. Targeted marketing efforts now aim to convert these one-time guests into repeat visitors.

Creating a Comprehensive Experience

While surfing remains The Wave’s centerpiece, Dale stresses the importance of expanding the experience beyond surfing to encourage visitors to spend the entire day at the venue.

“We need to ensure that they leave going, ‘The Wave wasn’t just a surf session; it was an incredible day out.'”

To achieve this, The Wave has expanded its offerings, adding a playpark, skate ramp, and restaurant—creating a well-rounded destination for families and groups. Bundled packages, such as family four-packs, provide added value and encourage visitors to explore multiple activities during their visit.

This immersive approach not only enhances the customer experience but also increases retention rates, helping The Wave stand out in the growing surf park industry.

Innovative Programs and Offerings

On the other side of the world, URBNSURF has adapted successful commercial strategies from its Melbourne location to its new Sydney facility. While both use the same Wavegarden wave technology, attracting repeat visitors to beginner-friendly waves has been a challenge.

“To maximize occupancy at URBNSURF, we think about targeting and products both for The Point (open wave) and The Bays (broken waves),” said URBNSURF CEO Jennifer Vandekreeke. “As the first Wave Parks in a surf-mad country, we have always performed well from an occupancy perspective at The Point. However, The Bays are more of a challenge.”

Jennifer noted that most guests in The Bays came once, stood up on a board, and never returned. Few progressed from beginner lessons to The Point.

“We all know how challenging it is to learn to surf, particularly if you’re starting from scratch,” she added. “We also know the feeling of catching that first open wave out the back is like nothing else on earth.”

The Unlimited Learn-to-Surf Pass

URBNSURF’s data-driven insights revealed that it typically takes 4-10 visits for a beginner to transition from a lesson to surfing The Point independently. To bridge this gap, the surf park introduced an Unlimited Learn-to-Surf pass, modeled after the fitness industry, allowing guests to take multiple lessons and practice in The Bays until they were ready for The Point.

“When it was first launched, we sold out of Unlimited Pass spots in three weeks,” Jennifer said. “And, best of all, it has opened up surfing to more diverse backgrounds than our traditional core surfers. And, we have even had a handful of Unlimited Pass guests convert to memberships.”

The Wave’s “Little Rippers” Program

At The Wave, one of the standout initiatives is the “Little Rippers” program, designed for children aged four and up. This program bridges the gap between play-in-the-bay sessions and beginner surf lessons, making it easier for young surfers to develop skills in a fun and supportive environment.

“The coaches needed something that splits our play in the bay from beginner surf lessons,” said Joe. “The Little Rippers program bridges that gap and creates a more rounded experience for everyone involved.”

By allowing parents to participate alongside their children, the program fosters a supportive learning environment while ensuring that coaches can focus on teaching essential skills.

This initiative underscores The Wave’s commitment to inclusivity and community engagement, drawing in families and young surfers while reinforcing brand loyalty.

Building Community and Engagement

Community engagement drives long-term success for wave pools, but building a strong, loyal customer base requires proactive efforts.

“At URBNSURF, we want to create a world where everyone can experience the stoke of surfing,” Jennifer said. “Therefore, we are purposeful in creating events that invite new people into the surfing world and offer them a warm and welcoming experience.”

URBNSURF has launched initiatives such as:

• Diverse Surf
• Girls Go URBNSURF
• Adaptive surfing partnerships

Collaborations with organizations like Waves of Wellness and the Strong Brother Strong Sister Foundation are actively expanding surfing’s reach beyond the traditional core surfer market.

Similarly, The Wave has introduced loyalty programs and incentives to encourage repeat visits.

For example, the Little Rippers program includes a checklist for children to track their progress, incentivizing them to return for additional sessions. Partnerships with brands like Pip Organic further enhance the experience, offering rewards for repeat visits.

“We want to ensure that anyone about to start their learner surf journey has a clear progression through the wave settings,” Joe explained. “We want to evolve the high-frequency bundle model into a membership product.”

This community-driven approach not only builds brand loyalty but also fuels organic word-of-mouth marketing, as satisfied customers share their experiences.

Leveraging Digital Marketing

In today’s digital age, a well-timed Instagram or TikTok post can do more for a surf park than a long-winded LinkedIn article.

Joe Dale emphasized that visual, high-impact messaging has been key to The Wave’s success in attracting a broader audience, including those beyond core surfers.

“What we’ve done really well through this last 12 months is hone and refine the types of messaging, the types of visual marketing and creative that we’re landing in front of those audiences,” said Joe. “If you do that through a four-pack bundle, you can have two parents and two kids that are really good value for your experience in the lake.”

By showcasing diverse activities available at wave pools, marketing efforts are expanding the customer base beyond hardcore surfers to families, groups, and experience-seekers.

Wave pools are transforming how surfing is marketed and experienced, focusing on accessibility, smart marketing, and community engagement. Through data-driven insights, innovative pricing models, and inclusive programs, facilities like URBNSURF and The Wave are turning first-time visitors into lifelong surfers.

Their success lies in building loyalty, fostering community, and ensuring surfing remains accessible to all.