Urbnsurf
- Company typePrivate
- Founded2012
- HeadquartersTullamarine, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
Urbnsurf firmographics
Firmographics- Name
- Urbnsurf
- Legal name
- URBNSURF Group Pty Ltd
- Website
- https://urbnsurf.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Urbnsurf industry classification
Industry- Product category
- Surf Park Operations
- akta.pro primary industry
- Surf Schools & Surf Camps (THAAAKAC)
- akta.pro secondary industries
- Surf, Kitesurf & Wind Sports Adventures (THAJABAK), Aquatic Family Entertainment Centers (Splash Pads, Aquatic Playgrounds, Swim Parks) (THAJAEAL)
Keywords
Where Urbnsurf is headquartered
LocationHeadquarters
- HQ city
- Tullamarine
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Urbnsurf business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Surf Sessions: One-hour surf sessions at The Point (55 minutes in water, 5 minutes entry/exit) and one-hour sessions in The Bays, available across multiple wave settings from Cruiser to Expert. Sold as single sessions, multipacks (3/5/10/20 surf bundles), or redeemed via memberships or passes.
- Surf Lessons and Coaching: 90-minute lessons (30 min land-based training + 60 min water) and point coaching sessions. Offered as casual bookings, lesson multipacks, or as entitlements within memberships and the Unlimited Learn to Surf Pass.
- Memberships: Monthly or annual direct-debit membership plans (Aqua, Aqua Plus, Gold, Gold Plus, Platinum) providing a monthly allocation of surf sessions and lessons, with tiered access to wave settings. Minimum 12-month initial term with rolling monthly renewal thereafter.
- Multipacks and Passes: Bundled session credits (3/5/10/20 surf multipacks), and specialty passes including Unlimited Learn to Surf Pass (30-day) and Winter Warrior Pass (30-day unlimited). Multipacks valid for 12 months from purchase with a 30-day usage window.
- Equipment Rental: Hire of surfboards (softboards, shortboards, longboards), bodyboards, wetsuits, and accessories for sessions and lessons. Included with lessons; available as add-on for session-only bookings. Surf board rentals start at $15, wetsuit hire from $19 per session.
- Merchandise: URBNSURF-branded apparel and accessories (t-shirts, hoodies, accessories) sold through the on-site Rip Curl surf shop and the online merch store at urbnsurf.com/merch.
- Entry Passes: Non-surfing guest entry passes ($5 in Melbourne, $10 in Sydney) granting access to park amenities including the leisure pool, hot tubs, change rooms, and landscaped areas. Not valid for lagoon surfing.
- Cabana Space Rental: Private cabana spaces available to hire at both Melbourne and Sydney locations, subject to a separate booking and fee. Cabana rental does not include lagoon sessions, food, or parking.
- Food and Beverage: On-site restaurants and cafés operated by partners: Three Blue Ducks (Melbourne) and Sandy/RAFI by Applejack Hospitality (Sydney), providing breakfast, lunch, and dinner daily. Commission or commercial arrangement with URBNSURF.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Point Session — Off-Peak |
| Unit Pricing | Pay-as-you-go | Single Point Session — Peak |
| Unit Pricing | Pay-as-you-go | Expert Session |
| Unit Pricing | Pay-as-you-go | Pro Turns Session |
| Unit Pricing | Multi-year contract | 3-Surf Multipack |
| Unit Pricing | Multi-year contract | 5-Surf Multipack |
| Unit Pricing | Multi-year contract | 10-Surf Multipack |
| Unit Pricing | Multi-year contract | 20-Surf Multipack |
| Unit Pricing | Multi-year contract | 5-Expert Surf Multipack |
| Subscription | Monthly | Aqua Membership |
| Subscription | Monthly | Aqua Plus Membership |
| Subscription | Monthly | Gold Membership |
| Subscription | Monthly | Gold Plus Membership |
| Subscription | Monthly | Platinum Membership |
| Unit Pricing | Pay-as-you-go | Beginner Learn to Surf / Beginner Progressive Lesson |
| Unit Pricing | Pay-as-you-go | Point Coaching (Cruiser, Progressive Turns, Intermediate) |
| Unit Pricing | Pay-as-you-go | Unlimited Learn to Surf Pass |
| Unit Pricing | Pay-as-you-go | 5-Week Surf Progression Program |
| Unit Pricing | Pay-as-you-go | Entry Pass (Non-surfer) |
| Unit Pricing | Pay-as-you-go | Surf Buddy |
| Unit Pricing | Pay-as-you-go | Winter Warrior Day Pass |
| Subscription | Multi-year contract | Winter Warrior Unlimited Pass (30-day) |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels15 records
Urbnsurf product offering
Product offeringCore offering
Urbnsurf designs, develops, and operates artificial wave-pool surf parks in Australia, currently running two locations (Melbourne since January 2020 and Sydney since May 2024). The company sells tiered surf sessions across multiple wave types (from beginner Cruiser to expert barrels), lessons and coaching, memberships, multipacks, equipment rentals, on-site food and beverage via partners, and branded merchandise at its dual-zone lagoon facilities.
Product overview
URBNSURF is Australia's only surf park operator offering ocean-like wave experiences at two locations (Melbourne since 2020, Sydney since 2024). The core product is a range of tiered surf sessions at The Point (artificial wave pool), progressing from beginner (Cruiser) to expert (Expert) levels, plus seasonal feature waves (Pro Turns, Intermediate Barrels, Intermediate Plus). Supporting offerings include learn-to-surf lessons in The Bays, point coaching, bodyboard-specific Boogie Nights sessions, and female-focused Surf & Sip events. The business operates on a membership model (Aqua through Platinum tiers) and prepaid Multipacks, supplemented by equipment rentals, photo/video capture via Flowstate, merchandise, and partner food & beverage services (Three Blue Ducks, Sandy's, RAFI).
Differentiator
Problem solved
Functional benefit
Products and services
- Cruiser
- Progressive Turns
- Intermediate
- Intermediate Plus
- Intermediate Barrels
- Advanced Turns
- Advanced
- Expert
- Pro Turns
- Beginner Learn To Surf Lesson
- Surf in the Bays
- Point Coaching
- Surf Progression 5 Week Program
- Boogie Nights
- Surf & Sip
- Aqua Membership
- Aqua Plus Membership
- Gold Membership
- Gold Plus Membership
- Platinum Membership
- Surf Rentals
- Flowstate Clips and Photos
- Cabana Space Rental
Quantifiable outcome
- Blake Johnston surfed 4,097 waves in July, breaking a World Record, demonstrating the capacity and wave output of URBNSURF facilities.
- +2 more outcomes
Companies that use Urbnsurf
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Urbnsurf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Urbnsurf partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, strategic and minor.
- Flowstate Zone Pty LtdcoreFlowstate Zone is URBNSURF's third-party video and photography service provider, capturing every wave of every URBNSURF Point Session in both video and photo format. The service creates a digital library for each surfer enabling easy find, save, and share of their session footage. Flowstate collects biometric information and metadata associated with recordings. URBNSURF markets this as 'URBNSURF Clips by Flowstate' on its site and at park.
- Rip CurlcoreRip Curl operates an on-site surf shop at both URBNSURF Melbourne and Sydney parks, selling surfboards, premium wetsuits, fins, surf hardware, URBNSURF merchandise, swimwear, apparel, and accessories. Rip Curl also co-sponsors URBNSURF events including Surf & Sip and Boogie Nights.
- Three Blue DuckscoreThree Blue Ducks operates an on-site restaurant at URBNSURF Melbourne serving breakfast, lunch, and dinner daily. The restaurant features a fireplace for winter, mezzanine lounge, outdoor terrace, and views of the lagoon. URBNSURF guests receive 10% off food and beverage at Three Blue Ducks as a member benefit.
- Applejack Hospitality (Sandy's and RAFI)coreApplejack Hospitality operates two venues at URBNSURF Sydney: Sandy’s (relaxed all-day venue with breakfast, lunch, and drinks) and RAFI (165-seater elevated restaurant by Applejack with lagoon and bushland views). Both venues are available for post-session dining. URBNSURF members receive 10% off food and beverage at these venues.
- Surfing VictoriastrategicSurfing Victoria has publicly endorsed URBNSURF as a platform for breaking down barriers to women and girls’ participation in surfing. The partnership positions URBNSURF Melbourne as an inclusive, empowering environment for female surfers.
- Surfing AustraliastrategicSurfing Australia used URBNSURF Melbourne for Olympic Squad athlete training and emerging talent development. The National High Performance Director described the wave pool as ‘one of the world’s best surf parks’ and the experience as ‘mind blowing’ for athletes.
- Melbourne BoardridersminorMelbourne Boardriders is an affiliated local surf club whose members have access to URBNSURF through exclusive member nights and events. The club provides a community pathway for URBNSURF Aqua members.
- ChargeFOXminorChargeFOX provides EV charging infrastructure at URBNSURF Melbourne, with a ChargeFOX EV charger located on-site in the car park. Charging terms and conditions are governed by ChargeFOX's own legal terms.
- Sydney Olympic Park AuthorityminorThe car park adjacent to URBNSURF Sydney is owned and operated by Sydney Olympic Park Authority. URBNSURF directs guests to the Authority’s parking terms and conditions.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Urbnsurf competitors and assessment
Company assessmentDirect peers
- The Wave: Inland surf lake operator in Bristol, UK, built on Wavegarden Cove technology. Operates a tiered session structure spanning beginners through experts, with memberships, lessons, and a similar premium leisure positioning directly comparable to URBNSURF's offering.
- Wavegarden: Spanish wave-pool technology developer and operator. Comparable as both a competing wave-generation IP owner and an inland surf park operator, with multiple global licensee sites directly addressing URBNSURF's addressable market.
- Kelly Slater Wave Company: US-based premium wave-pool technology company behind the Surf Ranch and licensed facilities globally. Closely comparable in technology approach, premium positioning, and target elite/consumer surf market to URBNSURF's proprietary system.
- Alaïa Bay: Swiss inland surf park opened in 2023 with tiered sessions and memberships for all ability levels. Comparable destination surf-park concept, premium leisure positioning, and European market context relevant to URBNSURF's model.
- American Wave Machines: US-based wave-pool technology provider behind PerfectSwell installations including Waco Surf. Comparable as a competing wave-tech IP holder and operator serving the same artificial-wave surfing category.
- Waco Surf: Texas-based surf park combining a PerfectSwell wave pool with a BSR cable lake and surf resort amenities. Directly comparable as a multi-format inland surf destination targeting surf enthusiasts and families.
Regional players
- Surf Lakes: Australian-based wave-technology developer with a distinct concentric wave-generation design. Comparable as a domestic Australian wave-tech competitor with shared operating geography and overlapping customer base.
- DreamWorks Water Park: US indoor water park at American Dream in New Jersey. Comparable as a premium, IP-driven water leisure destination with multiple on-site F&B and retail touchpoints, relevant to URBNSURF's premium leisure-destination strategy.
Broad incumbents
- Wet'n'Wild Water World: Major Australian water park operator on the Gold Coast. Comparable as a broader leisure destination competing for family discretionary spend, school holiday visitation, and group bookings within URBNSURF's addressable market.
- Adventure World: Perth-based theme and water park operator. Comparable as a Western Australian leisure destination competing for family, school, and group leisure occasions adjacent to URBNSURF's family positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Urbnsurf social profiles
Digital presenceUrbnsurf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urbnsurf leadership team
Management profileNumber of profiles
Profiles2 records
Urbnsurf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urbnsurf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urbnsurf
What does Urbnsurf do?
Urbnsurf designs, develops, and operates artificial wave-pool surf parks in Australia, currently running two locations (Melbourne since January 2020 and Sydney since May 2024). The company sells tiered surf sessions across multiple wave types (from beginner Cruiser to expert barrels), lessons and coaching, memberships, multipacks, equipment rentals, on-site food and beverage via partners, and branded merchandise at its dual-zone lagoon facilities.
Is Urbnsurf a public or private company?
Urbnsurf is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Urbnsurf founded?
Urbnsurf was founded in 2012. It employs 11 to 50 people.
Where is Urbnsurf based?
Urbnsurf is headquartered in Tullamarine, Australia, in the Oceania region.
How does Urbnsurf make money?
Nine revenue lines are on record. Surf Sessions are the primary driver. The others are surf Lessons and Coaching, memberships, multipacks and Passes, equipment Rental, merchandise, entry Passes, cabana Space Rental and food and Beverage.
Who are Urbnsurf's main competitors?
Direct peers on record are The Wave, Wavegarden, Kelly Slater Wave Company, Alaïa Bay, American Wave Machines and Waco Surf. Regional players are Surf Lakes and DreamWorks Water Park. Broad incumbents are Wet'n'Wild Water World and Adventure World.
Does Urbnsurf have an API?
No public API is recorded for Urbnsurf.
What industry is Urbnsurf in?
Urbnsurf's product category is Surf Park Operations. Its primary akta.pro industry code is THAAAKAC, Surf Schools & Surf Camps, with a secondary code of THAJABAK, Surf, Kitesurf & Wind Sports Adventures.