Since our beginnings on the Basque coast, we have always looked towards the United States with admiration and humility. Normal: the cradle of modern surf culture and the world's leading market , the USA represents a territory of innovation and incredible opportunities. Over the months, we have had the chance to see our American community grow, to the point of becoming our second market after France.
This is not our first foray into the United States: we already participated in the Boardroom Show in 2022 , this unique gathering celebrating the art of Shape.
This time, it is with the same spirit, but new ambitions that we made our boardbags for the Surf Expo in Orlando , the largest professional surfing show in the world.
The opportunity to meet in person this community that trusts us on the other side of the Atlantic, to exchange with industry players.
Surf Expo: The great journey of two surfers, six boards and patience
First act of the adventure: logistics.
Equipped with two DB boardbags (we don't joke about protection), we are ready to take our precious boards across the Atlantic - the 3 Cabianca , the Drop , the Twin Pin and the Speeder. First stopover at Roissy CDG for a strategic night. Rule number one when traveling with boards: patience is your best ally!
A little advice to surfers who go through CDG: prepare yourself mentally. The terminals were clearly not designed for boardbags . Between the elevators being too narrow and the CDG Val being too small, Roissy lives up to its reputation, not to mention the crowded security. If you think your spot is full then... wait until you see the check-in and security!
An experience that reminds us that the surfer's patience is not only expressed in the water.
Headed to Orlando via Dublin with Air Lingus - the best value we found, not the most luxurious service, admittedly, but the advantage of the bags included in the baggage allowance tipped the balance.
Small but not insignificant bonus: the US pre-clearance in Dublin which saves us from customs on arrival. Well... in theory. Because in Orlando, it's a different story: an hour of waiting to get our boardbags back. Without a plan B in case of loss (yes, we live dangerously), In the end a real test of patience which reminds us that traveling with surfing equipment is always an adventure in itself!
On the way back, we still put AirTags in the bags - to be a little more relaxed it would be a shame to lose our beautiful boards.
Home Depot: Our Unexpected Savior
Arrived in Orlando after a 10-hour flight, first mission the next day: transform an empty stand into a stroke of luck: thanks to Living in Sunshine (LISS - livinginsunshine.com ), we were able to obtain some amazing wooden racks to display our boards.
Special mention to their boss: Lior who gave us a big helping hand on this one!
Then we headed to Home Depot (the local Leroy Merlin for our French friends) for a quick shopping session. On the menu: green plants for the urban jungle atmosphere, strategic lighting to highlight our boards.
The surf industry is changing
The SIMA (Surf Industry Manufacturers Association) breakfast was particularly revealing this year. The figures speak for themselves in the USA: Q4 2024 shows a slight overall decline of 1% on surfboards . Textiles and footwear are struggling with declines of more than 20%. Only neoprene is doing well with an increase of 7%.
In this uncertain context, our technology seems to arrive at the right time. Major shapers and iconic brands are starting to show increasing interest in our innovative approach. The uncertainty around future customs policies, particularly with the return of Donald Trump, raises questions about sourcing in Asia and trade with Canada and Mexico.
A context which is pushing the industry to rethink its production models.
The transformation of Boardriders following its acquisition by ABG perfectly illustrates these profound changes that the surf industry is going through. A change that could redefine the rules of the game for the entire sector. In the United States, we are seeing a repositioning towards large distribution chains (big chain stores), a strategy that opens up new spaces for more authentic brands.
Players like Rhythm , Katin or Roark are taking advantage of this to establish themselves with their more "core" approach, closer to surf culture. This return to the roots, driven in particular by iconic surfers like John John Florence with his brand Florence Marine X , demonstrates a real desire in the industry to reconnect with authenticity and pure innovation.
An evolution that confirms that commitment to the community remains one of the essential values in the surfing industry.
When Kelly Slater arrives on the stand.
Imagine our surprise when the GOAT himself arrives at our booth.
On the second day of the show, just when we thought we were done with this action-packed day, a surprise visitor came to wake us up. Kelly Slater himself, present at Surf Expo - a rare event, even a first! The GOAT was there to represent his brands Firewire and Outerknown, curiously touring the booths.
Imagine our surprise when the GOAT himself arrived at our booth! For 15 minutes (yes, we counted), Kelly Slater took a close look at our 4Dcore technology. His interest in our innovative approach confirms that we are on the right track. A surreal moment that confirms that innovation in surfing speaks to even the greatest.
The big question, after having had a board in your hands, when will you have a 4DCore board under your feet?
The meetings that matter:
What struck us the most? The recognition. Seeing visitors arrive at the stand already knowing Wyve is something. The curiosity was palpable, the questions were flying, and the technical discussions were flowing. The exchanges with the big names in shaping, such as Sharpeye , Hayden Shapes, Town & Country and Thunderbolt were particularly enriching. Beautiful seeds planted for future projects with some of them.
A nod also to our compatriots from Tahe , who also represented the French colours at the show. Faced with the current challenges of the industry, our unique proposition finds a particular echo, and these discussions with the historical players in the market reinforce our vision.
2025: The Year of Change at Wyve
This edition of Surf Expo was also an opportunity to rethink our strategy in depth. After three years of existence and a growing maturity in our manufacturing processes, we have made an important decision: to lower our prices by 20%, both in France and in the USA . A choice that reflects our primary desire: to put more boards in the water and make innovation accessible to as many people as possible.
This decision comes with a clear vision for 2025: to multiply collaborations, as we successfully did in 2024 with Cabianca . And this is just the beginning...
In this changing economic context, our innovative approach finds a particular resonance. The democratization of our technology, coupled with new collaborations with players who need to renew themselves, outlines the contours of a year 2025 rich in new developments.
And now ?
This passage at Surf Expo marks a new stage for Wyve . Between the inspiring meetings (thank you Kelly!), the encouraging feedback and our new pricing strategy, 2025 promises to be a pivotal year. In a rapidly changing market, our unique position as an innovative manufacturer in Europe makes perfect sense. The team is more motivated than ever to lead this revolution for more efficient and less impactful surfing!
