That forward thinking B Corp certified wave tank in Bristol just did a full reckoning with their wave settings. Through a meticulous process involving the entire team, cutting-edge technology, and on-the-ground feedback, The Wave has rolled out a comprehensive update to its wave settings aimed at revolutionizing the user experience.
The biggest change? Retiring the popular Waikiki wave and replacing it with a newly engineered “Improver” wave designed to ease surfers from the beginner bay to more advanced reef settings.
“So the question put to us was, do we want to basically create a smaller version of the intermediate?” said Andy Coachafer, Head of Operations in a podcast with WavePoolMag. “That was the same size as the Waikiki, which although would be different for the people who had already experienced it, would then allow them to progress through the intermediate easier.”
4 Days. 10 Hours a Day. A Full Team Effort.
The group made a decision. True to the surf park’s worker collective vibe, The Wave assembled a diverse group for testing: surf coaches, finance team members, operations staff, and even marketing personnel. Over four intensive days, they surfed ten hours a day, comparing new wave patterns, tweaking takeoff zones, and analyzing footage.
“We had four days because that is the length of time we close. So that was 10 hours of the day and the number of people varied depending on what we were trying to achieve,” said Coachafer adding that the idea was to make the surfing experience not only better but smarter. “We were trying to make the improver takeoff so good that brand new surfer on the reef couldn’t nosedive,” Coachafer explained. The team even tested current flow by having a staffer float through the bay to assess water movement and safety for beginners.
Wave Settings From Beginner Bay to Advanced Barrels
Wave updates were not limited to intermediate sessions. Each wave from beginner to expert was put under the microscope.
“Everything that is on our reef setting…has an impact to the waves that we can serve up for beginners, and without beginners there’s no one to progress further on,” said Joe Dale. “Every single wave setting that was tested was then followed up with, ‘right, everyone grab your massive foamy and have a go’ to make sure that the waves that come through to the bay are surfable for beginners as well.”
This systemic approach ensured that every change in the reef zone supported safe and enjoyable experiences for first-time surfers in the bay of the Wavegarden Cove.
Smarter Sessions, Shorter Breaks, More Waves
In optimizing wave performance, The Wave also restructured set lengths and breaks to improve the number of waves per session. Rather than increasing lagoon capacity, they kept the number of surfers the same, improving both experience and commercial yield.
“We did a big piece of work on one specific question. What if we change the set breaks and make the number of waves in a set shorter? How many waves does that create per session? So we made the set breaks shorter,” said Coachafer.
The result? More surf, fewer wait times, and no change in crowding.
Communications Rollout: Fast, Targeted, and Transparent
Rolling out a fundamental product change like this takes a careful touch. Joe Dale explained the strategy:
“The bit for us to work through was that message delivery in that part of the surfer’s journey…because the other thing we want to make sure is that we have a clear moment in time where we can compare and contrast booking volumes.”
Within 36 hours of announcing the new “Improver” wave, the surf park had already welcomed its first booked session. Just 36 hours after announcing the new “Improver” wave, the surf park welcomed its first booked session. The team quickly updated marketing campaigns, rewrote webpages, and sent targeted emails to groups ranging from first-timers to long-time advanced surfers.
“We’ve got so many avenues to give people a reason and a nudge to encourage them to come back and try something different,” Dale said. “Surfers, whether we like it or not, not all of us can embrace the joy of wiping out.”
What Comes Next After Wave Settings?
While feedback has been largely positive, the team is staying agile.
“Have we made it easier for people to progress? 100% Yes, definitely. Are we exactly where we want to be? No,” added Coachafer. “What this has really done across all the teams is it’s lit a bit of a fire.”
The team actively monitors customer feedback and has already planned further refinements. With more flexible programming and a rejuvenated team spirit, The Wave is setting a benchmark in wave pool adaptability and innovation.
