Singapore/Sydney, Australia – July 23, 2024 – Surfing in Australia is experiencing a transformative demographic shift as increasing numbers of middle-aged Gen Y and Gen X surfers dominate the waves, surpassing their younger counterparts, according to a new report by Canvas8, a global strategic insights practice.
The report, titled “Why There’s a Swell of Middle-Aged Surfers in Australia,” authored by Annie Hariharan, includes insights from experts such as Craig Sims, Assistant Professor and deputy convenor of collaboration for global change at Bond University, James Furness, Assistant Professor of Physiotherapy at Bond University, and Philip Ward, Professor of Psychology and Mental Health at the University of New South Wales. This cultural shift is reshaping the image of surfers and opening new avenues for brands and communities alike.
Australia, with its iconic surf spots like Byron Bay and Bondi Beach, has long been synonymous with youthful surfers. However, recent data from Australia’s Clearinghouse for Sport highlights a significant rise in surfing participation among adults aged 35-54. In 2023, this age group accounted for the largest share of surfers, marking a significant departure from the traditional stereotype of surfing as a youth-centric activity.
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Craig Sims, a former professional surfer, comments on this cultural evolution: “In the 60s and 70s, surfing used to be seen as counterculture and anti-establishment. It was edgy, rebellious, and youthful.” However, he notes that now Gen X and older Gen Y surfers are embracing the sport for its mental health benefits, sense of achievement, and community.
The COVID-19 pandemic significantly boosted interest in ocean-based activities as people sought outdoor and socially distanced recreational options. James Furness observes, “During lockdown, many people moved up from Melbourne to places like the Gold Coast and they probably had a change in perspective and wanted to do something they always wanted, like surfing.”
Social media trends reveal that beginners and intermediate surfers are increasingly seeking coaching, a practice once reserved for pro surfers. This surge extends to surf parks like UrbnSurf, offering controlled environments for novices to learn surfing skills without the unpredictability of ocean conditions.
Improved accessibility, mental health initiatives, and changing lifestyle preferences are driving surfing’s appeal to older demographics. Organizations like Surfing Mums Australia are instrumental in introducing surfing to diverse groups, including migrant parents unfamiliar with Australia’s beach culture.
Philip Ward emphasizes the therapeutic benefits of surfing, stating that ‘surf therapy’ helps break down mental health stigmas and fosters wellbeing through outdoor activities. It is a powerful tool for enhancing community resilience and support.
The demographic shift presents both challenges and opportunities for the surfing industry. There is a growing demand for specialized equipment, educational resources, and community-focused initiatives tailored to older surfers. Brands that cater to these needs are well-positioned to benefit from this demographic wave.
Nick Morris, founder and Managing Director of Canvas8, concludes: “As surfing continues to diversify its participant base, Australia’s surf culture is undergoing a renaissance that celebrates inclusivity and wellbeing. With middle-aged surfers driving this evolution, the future promises a dynamic and inclusive surfing community that embraces individuals of all ages and backgrounds.”The full report, “Why There’s a Swell of Middle-Aged Surfers in Australia,” is available for download for a limited period of two weeks here
