Surfing the waves of recovery
Tiki - the longstanding British heritage surf brand - talks surfing for personal recovery in a post pandemic world and a very special opportunity to help shape the industry’s future
Unsurprisingly, many of us took up a new form of exercise during lockdown. From hiking to paddleboarding, the rise of watersport sales across the UK is a testament to people’s determination to make the most of the UK outdoors in light of the pandemic.
Sales of equipment and hardware in surfing, SUP, outdoor swimming, sailing and kayaking have all dramatically increased, with sales of paddle sport products reported to be 56% higher in June 2020 versus 2019 and sales of mid sized boards up by 151% on last year. It’s clear that the water has become a source of power and respite for many in such a challenging year.
As we enter the new year North Devon based Tiki believes that now is the time to promote surfing more than ever before. Surfers themselves are joining the movement too with a recent UK-wide survey held by the Wave Project revealing 75% of surfers believe that the mental health benefits of surfing are more important than the physical health benefits.
What’s more, Tiki wants to involve its followers in a different type of recovery: the economic recovery of the surfing industry. After leading the company since 1968, Tiki is now looking for new blood to take the helm from longtime owners Tim Heyland and Dave Aldrich-Smith.
An opportunity they hope will bring new life to the British surfing scene in the wake of such a washout year for the community.
In spite of national lockdowns and travel bans, Tiki has seen a 40% uplift in sales throughout the pandemic. Being manufacturers, as well as retailers of surfboards, paddleboards, wetsuits and accessories put the business in a strong position to cater for the staycation-driven demand.
Despite a strong emotional bond between the business and its founders, it is their hopes that they can hand the Tiki brand over to a new owner with the energy to build something which can really make waves in the sector; to modernise the Tiki offering befitting the new expectations of the sport in regards to health, wellbeing, off-coastal surf projects and emerging watersports; including paddleboarding and open water swimming.
Tim Heyland, co-founder of Tiki commented: “Tiki has taken me all over the world, from Hawaii and the big waves of the North Shore to setting up our shop in the wonderful Braunton in North Devon, so it’s not lightly that Dave and myself make this decision. But we’re sure now is the right time. The world is changing and surfing is poised for a revolution, especially with the health benefits of our sport out in the public eye.
“With Tiki, We’re not just talking about a brand here or a product, we sell to over 300 businesses, which includes adventure centres and schools. What we’re talking about is an opportunity to shape the experiences of young people in the UK - that’s our hopes. We want a new owner to continue our life’s work in a positive direction for communities and the sport.”
ENDS