Adam Hall is the Head of Sustainability at Internet Fusion and Surfdome, Europe’s largest action sport retailer. He grew up in the rolling hills and gentle surf of the South West of the UK, which shaped his passion for Surfing and an appreciation of the natural world, all enhanced by a lifetime of travelling. He’s happiest being on top of salty water, below and everything in between in new far-flung places (with no marine litter!) with his young family.

He has spent almost his entire working life weaving his way through every aspect of the surfing industry from the humble beginnings of the local surfboard factory.  A journey that provided opportunities to travel the world and years living in Australia and New Zealand.

Eventually taking a break from the surf industry and founding an environmental company aiding business to become more sustainable.

Returning to the action and outdoor sports industry Adam managed to guide Europe’s largest action sports retailer from having no sustainability credentials to being ranked as one of the top 14 fashion and beauty brands helping to save the oceans in a little over a year, enabling the business to be case study for the ‘World Business Council for Sustainable Development’ and securing a quote in the ‘New Plastic Economy’ documents presented at the ‘World Economic Forum’ in Davos. Fast forward to 2018, the business having numerous owners and transitions with one staple and consistent – the unmovable sustainability and plastic reduction strategy. The group which Surfdome is now in has 12 other businesses which collectively boast 95% plastic free outbound packaging.

Internet Fusion is now working closely with the 800 brands and suppliers to assist them to reduce their plastic use.

Adam proudest achievement is arranging for Surfdome to be the founding supporter of #2MinuteBeachClean and Protect Our Winters UK, understanding the need to activate and address the desire of their customer base to make a difference. He has ensured that every incarnation of the business enables him to support the movements. Which has lead him to become and even prouder trustee of both charities!