ABSTRACT
This chapter extends the relationship between surfing and sustainability by focusing on Firewire Surfboards. This company is one of the largest manufacturers and distributors of surfboards in the world and has adopted Sustainable Surf’s ECOBOARD certification programme for all of its surfboards. The chapter explores how sustainability is utilised both at the strategic and operational level and the elements that pose both opportunities and barriers to the overall sustainability transition within surfing. The chapter explores the technological innovations that have enabled Firewire to successfully penetrate and expand within the surfing industry. The role of information technology and the relationship with business and consumer is explored as well as the relationship between industry and non-governmental organisations. The chapter then moves on to discuss NevHouse, an initiative that extends from within the surfing world to potentially provide a contribution to shelter and plastic pollution on a global scale.
