EUROSIMA SURF SUMMIT 2025: KEEP RIDING THE CHANGE

 

The 2025 edition brought together nearly 450 participants at the Belambra Club Les Estagnots in Seignosse for two packed days of conferences, workshops, and professional meetings. In his opening remarks, Jean-Louis Rodrigues recalled the challenging context we find ourselves in—slowing consumption, geopolitical tensions, changing societal expectations—and the need for real agility to continue innovating without denying our DNA. Hence the theme for the year, Keep Riding the Change: don't just endure instability, but transform it into constructive energy and radically rethink our models, from brands to retail, from environmental impact to AI, including culture and community experience.

The EuroSIMA Surf Summit 2025 was a huge success, thanks to the quality of the conference content, the level of discussion during the round tables, and the attendance, which reached 450 people over the two days of this major event for our industry and for the region. Our 2025 seminar was structured around the following four themes: brand models and identity, communities and culture, eco-thinking, and innovation, technology, and experience. Particular attention was also paid to well-being in the workplace and the mental health of our employees, which was declared a major national cause in 2026," said Jean Louis RODRIGUES, President of EuroSIMA.

"This 24th edition of our seminar for stakeholders in the Action Sports industry in Europe has been a huge success! It means a great deal to the entire EuroSIMA organizing team: a commitment from members, private and public partners, and the media to a dynamic and constantly evolving industry. But also a genuine desire to come together around common projects and important, sometimes divisive, issues for our board sports sector in an uncertain economic and political context. We have proven that we are determined to move forward, to chart a course together for the development of a key industry for our region, despite the economic uncertainties." Christophe SEILLER, Executive Director of EuroSIMA.

 

 

DAY 1 — OPENING THE GAME, CLARIFYING THE ISSUES 

Jérémy Florès kicked off the Summit with a conversation with Nicolas Dazet and Dave Mailman. The two-time Pipeline champion gave an unfiltered account of his experiences: his years of high performance did not always go hand in hand with happiness, a tension he recounts in Dos au mur(With My Back Against the Wall). He even confides how liberating it has been to talk, exchange ideas, and " dare to say things." Retired but"busier than ever,"he is now the coach of the French national team and contributed to the success of Les Bleus at the 2024 Paris Games, confirming France as a major nation in world surfing. His approach to coaching is based less on technique than on psychology: " I trust the athlete's instincts, I try to understand their state of mind, how they work, to give them maximum confidence. " With the Heritage project, he wants to support the younger generation today and prepare future hopefuls for Los Angeles and Brisbane. " When you forget history, you're going nowhere , " he sums up, convinced that passing on knowledge is the key to the future of French surfing.

 

 

"The Surf Summit wouldn't be the Surf Summit without an ocean legend. Hearing Jérémy Florès speak so openly about the tension between high-level performance and the quest for inner peace and personal happiness was both enlightening and moving. It was also inspiring to hear about the joy and fulfillment he now finds in guiding the next generation toward Olympic titles and long-term, sustainable careers..." Cira Riedel, Founder at greenroomvoice.com

 

A change of discipline with Skateboard Culture presented by Morgan Bouvant (ICON Entertainment) and Benoît Berger (Bureau Berger). A veritable "bible" of nearly 600 pages, the book covers the global history of skateboarding and its influence on art, music, fashion, and brands, combining archives, mood boards, and interviews (Tony Hawk & co). Beyond the object itself, it is a strategic tool for nurturing a narrative, an identity, and a brand image—extending books, exhibitions, and now a documentary in production.

 

 

The joint perspective on Paris 2024 by Christophe Lepetit (CDES) and Frédéric Tain (sport-guide.com) highlighted the scale of the Games (4 million visitors, 12.1 million tickets sold, €7.1 billion total impact) and a paradox: euphoria does not automatically lead to increased consumption in the sports and leisure sector, while the state budget is shrinking. The legacy will be felt over the long term and across different regions; the future lies in structuring, commercial innovation (AI, social commerce, local-to-local) and the prospect of the 2030 Winter Olympics.

 

With Yorgo Tloupas (Yorgo&Co), design takes center stage as a driver of culture. His logo grammar—monochrome, flat, geometric, legible in small sizes, constructible, polysemic—is not only aesthetic, it is structural. The Blackcrows example illustrates how a clear aesthetic becomes a living language, from product to event, and transforms a brand into culture.

 

 

Finally, Olivier Desbiey (Head of Foresight, AXA) reminded us what foresight is all about: not predicting, but preparing and turning uncertainty into opportunity. Concrete examples—heat waves during marathons, fires during hikes, water stress for mountain biking—show that sport is a laboratory for climate crises. The Impact 360 round table (Aude Penouty, Justine Birot, Émilie Le Gall, Ainhoa Leiceaga) continued the discussion: 80% of the footprint of sports activities comes from amateur travel; athletes have a role to play in training; communication must avoid greenwashing/greenhushing and be based on evidence. "Being sustainable means learning to anticipate."

 

 

DAY 2 — TEAM CULTURE, BUSINESS OVERVIEW

 

The morning kicked off on a human level with Laurence Descamps' (Ipesland) interactive workshop, where the audience exchanged ideas with Pauline Ado, Julie Sonier, and Vincent Lartizien. All three provided keys to transforming negative thoughts and strengthening mental resilience. Pauline emphasized the importance of psychological support in managing fear and pressure. Julie detailed the measures in place at Volcom (sport, flexibility, Moka Care). Vincent reminded us that " the impact we want to have on others starts with ourselves."

 

 

Renowned cultural analyst and podcaster (Vlan!), Grégory Pouy delivered a lucid presentation on artificial intelligence. Faced with fantasies of massive job losses and exaggerated promises, he called for a pragmatic approach: certain tasks will be automated, but AI will never replace creativity, culture, and human depth. " Do you use AI to learn or to avoid learning? " he asked, pointing out that this tool can increase productivity, but that the challenge lies in how we use the time it frees up. Citing Solow's paradox, he emphasized that technology alone does not guarantee productivity gains. For him, the key is to develop conscious leadership and preserve human values: critical thinking, imagination, and compassion.

A highlight of Surf Summit 2025, the round table discussion on the French market brought togetherJean-Christophe Chetail (Oxbow), Philippe Cazeaux (Rip Curl), Cyril Arnaud (Tamarindo Surf Shop), and Jean Louis Rodrigues (EuroSIMA), moderated by Frédéric Tain. Together, they provided a clear-eyed assessment of a market weakened by the post-Covid boom: inflation, rationalization, and a decline in the number of independent shops are reshaping the landscape, to the benefit of multi-brand stores and flagship stores.

 

 

Cyril Arnaud reiterated the central role played by retailers: "Surf shops are the final link in the chain that brings brand stories to life." " For him, training sales staff and building trust with representatives remain the key to credibility and loyalty. Jean-Christophe Chetail emphasized that a brand loses its image when it cuts ties with specialist stores, citing the example of Oxbow. Philippe Cazeaux insisted on the need to adapt margins and distribution models to best support shops. Finally, Jean-Louis Rodrigues put these observations into historical perspective: in the 1990s, the industry already went through phases of rationalization and professionalization, proving that the market's resilience depends on its ability to evolve without losing its core identity. Everyone agrees on the future: focusing on authenticity, hyper-specialization, and enhanced cooperation between brands and retailers to build a sustainable model.

Friday afternoon began with the presentation of the Innovation Project Award to Newave. Founded by Ewen Mahévas and Hadrien Nauroy, the start-up is reinventing the surfboard with a modular, collapsible model: nine possible configurations from seven parts, transportable in a backpack. Patented and already tested, this innovation combines practicality and sustainability. One of the founders, Ewen, was presented with an eco-designed trophy by the Bordeaux-based studio Félix & Associés, before receiving support from EuroSIMA to accelerate their development.

 

 

In fifteen minutes, Jean-Charles Marchionni delivered the essentials: ISPO Munich 2025 (Nov. 30–Dec. 2) remains the major event for identifying trends and activating your network (≈2,300 exhibitors, 55,000 participants, 114 countries). On the practical side: Retail Conference, Retail Lounge/Club, focus on export sales, and matchmaking for qualified meetings. Key message: simple bridges between retailers, brands, and decision-makers to save time and open up opportunities.

Founder of Above The Clouds, Fredrik Ekström offers a concrete solution: stop guessing and rely on facts. Based on The Future Series (3,800 respondents in the Nordics/Germany), his team answers three questions: what people want, what they actually do, and what helps them take action. He points to the "sustainability paradox": strong support, but little action. The solution: segment into simple profiles (convinced vs. sympathizers to be activated) and adapt evidence, messages, and frictionless journeys. A decision tool checks the alignment between evidence, business results, and story. Guiding principle: "You can't sell the outdoors without defending it." "

"Congratulations to the entire EUROSIMA team for offering such relevant content at the Surf Summits held every September. This year, special mention goes to Fredrik Ekström, who, through a structured and academic approach, shows us how brand strategies must address CSR issues, even though they are much less fashionable than they were two years ago.  Jean Baptiste Coffin, Managing Director at PYRENEANCE.

 

To close the 2025 edition, Nicolas Dazet brought together two leading figures in French filmmaking: Laurent Pujol and Michael Darrigade. A former professional surfer who has become a world leader in underwater filming, Laurent recounted his career and explained his follow-cam technique: Laurent surfs and films behind the rider, inside the barrel. Michael, aka "Boula," chief operator and director, recounted a more haphazard journey, which began with a camera he found by chance, then honed his skills wherever he needed to hold the frame: from Nazaré to the Ukrainian front. The duo looked back on their encounters with Julie and Vincent Kardasik, who brought together French talent for the various seasons of 100 Foot Wave and led them to the Emmy Awards.

 

 

INNOVATIONS AND MOMENTS OF SHARING

 

Beyond the presentations and slides, the EuroSIMA experience took place in between: lunches where we debriefed, corridors where business cards became appointments, breaks where we tested prototypes, and the official evening event at 70 Hectares & l'Océan where conviviality was key. The Surfing Lounge highlighted useful innovations, circular approaches, and concrete services. Fewer buzzwords, more demonstrations and direct exchanges: this is where lasting collaborations are born.

LEARN MORE ABOUT THE SURFING LOUNGE 2025

"The EuroSIMA Surf Summit is an unmissable and essential event for anyone who wants to gain perspective in order to better engage in their daily activities, with high-level speakers in fields as varied as marketing, human resources, economics, AI, sports management, mental health, and more."Frédéric Tain, journalist and director of Sport-guide.com

 

SEE YOU NEXT YEAR!

 Thank you to our partners who make this adventure possible, to our service providers for their involvement, to our speakers for the quality and sincerity of their presentations, to our volunteers for their energy, to the members of the EuroSIMA board for setting the course, and to the entire EuroSIMA team for their meticulous organization. And above all, thank you to all the participants: it is your presence, your discussions, and your curiosity that make each edition so exciting. We leave feeling energized, with our notebooks full of ideas and the desire to continue " Keep Riding the Change ." See you in 2026: same spirit, new waves, and always the desire to do better together.