A recent report published by Canvas8, a global strategic insights practice with expertise in cultural and behavioural trends, finds that Surfing in Australia is experiencing a demographic shift as middle-aged Gen Y and Gen X surfers ride the waves in increasing numbers, surpassing their younger counterparts.

The report, ‘Why there’s a swell of middle-aged surfers in Australia’, was authored by Annie Hariharan and includes expert comment from 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. It reveals that this cultural evolution is reshaping the perception of who a surfer is and presenting new opportunities for brands and communities alike.

Australia, renowned for its expansive coastline and iconic surf spots like Byron Bay and Bondi Beach, has traditionally portrayed surfing as a youth-centric pursuit. However, recent data from Australia’s Clearinghouse for Sport reveals a significant rise in surfing participation among older adults. In 2023, adults aged 35-54 accounted for the largest share of surfers, outnumbering younger age groups. This trend marks a departure from the stereotype of surfing as a sport dominated by the young and carefree.

Craig Sims, Assistant Professor at Bond University and former professional surfer, comments on this cultural shift: “In the 60s and 70s, surfing used to be seen as counterculture and anti-establishment. It was edgy, rebellious, and youthful.” However, we’re now witnessing a transformation where 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 catalysed interest in ocean-based activities as people sought outdoor and socially distanced recreational options. James Furness, Assistant Professor of Physiotherapy at Bond University, notes, “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.”

On social media too, the trend has increasingly been for beginners and intermediate surfers to seek coaching, previously the preserve of pro surfers. This surge in interest extends to surf parks like UrbnSurf, which offer controlled environments for novices to learn surfing skills without the challenges of ocean conditions.

Surfing’s appeal to older demographics is driven by various factors, including improved accessibility, mental health initiatives, and changing lifestyle preferences. Organisations like Surfing Mums Australia have played a pivotal role in introducing surfing to diverse groups, including migrant parents unfamiliar with Australia’s beach culture.

Philip Ward, Professor in Psychology and Mental Health at the University of New South Wales and board member of Waves of Wellness, underscores the therapeutic benefits of surfing, noting that ‘surf therapy’ breaks down mental health stigmas and fosters wellbeing through outdoor activities. It’s therefore a powerful tool for enhancing community resilience and support.

The demographic shift in surfing poses both challenges and opportunities for industry stakeholders and there is a need for the surfing industry to adapt to the evolving demographic. There’s a growing demand for specialised equipment, educational resources, and community-focused initiatives tailored to older surfers. Brands that cater to these needs stand to benefit from this demographic wave.

Nick Morris, UK-based founder and Managing Director of Canvas8, said: “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.”

‘Why there’s a swell of middle-aged surfers in Australia’ may be downloaded here for a limited 2-week period:

https://www.canvas8.com/library/reports/2024/06/24/why-theres-a-swell-of-middleaged-surfers-in-australia

If you wish to delve deeper into this story with exclusive quotes and a Q&A featuring the report authors, please reach out to Danny Chaplin at Chaplin Public Relations.

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