ABSTRACT
This chapter introduces the first case study of the book, Sustainable Surf, an organisation that has played a central role within the research framework and overall narrative of this book. Sustainable Surf provided a gateway to the research environment as well as being instrumental themselves in creating the environment for a transition towards sustainability. This chapter therefore achieves a number of goals. It establishes the relationship between researcher and Sustainable Surf. It provides insights into the sustainability transition process and provides a focal point that relates to the other case studies in the book. The chapter provides an overview of Sustainable Surf’s programmes, focusing on their Waste to Waves programme and ECOBOARD programme and highlighting the surfboard as an iconic object of sustainability transition. The transition process is then explored, illustrating the strategies used to embed a transitional porcess in its early stages. The chapter also presents and discusses results from a global survey relating to surfers’ perceptions and actions towards the environment.
