What Surf Industry Manufacturers Association does

SIMA (Surf Industry Members Association), founded in 1989 and headquartered in San Clemente, California, is a non-profit, member-owned trade association that serves as the unified voice of the U.S. surf industry. Its membership spans surf apparel, accessory, footwear, wetsuit, and eyewear manufacturers; independent surfboard shapers and board builders; surf retailers; surf media; and professional service providers, with members such as Vissla, Reef, Billabong, Rip Curl, Firewire, Slater Designs, Jetty, Roark Revival, and Finisterre represented on its Board of Directors and Advisory Board. The organization is governed by a volunteer board drawn from member companies and led operationally by Executive Director Vipe Desai and President Paul Naude (CEO of Vissla).

SIMA's core product surface is a portfolio of membership services delivered through a Shopify-powered e-commerce platform at surfindustry.org, which handles membership registration, event ticketing, industry report sales, and Service Directory listings. Its flagship programs are the annual Waterman's Ball gala (since 1989, raising more than $10M cumulatively for the SIMA Environmental Fund), the SIMA Super Summit (a one-day industry conference at $300/$500 per attendee), the 2026 Surf Industry Growth Report ($750 per copy), and the Surfonomics research initiative. The Environmental Fund and Humanitarian Fund operate as charitable arms, distributing grants to ocean-conservation and community-welfare organizations.

SIMA's business model is diversified across recurring membership dues ($250 to $2,500+ annually by tier and company revenue size), transactional event revenue (registrations and $2,500 sponsorship packages), one-time report sales, and Service Directory subscriptions. Distribution is direct-to-enterprise supplemented by channel partnerships with Surf Expo (twice-yearly Orlando trade show), the World Surf League, Surfrider Foundation (via the Better Beach Alliance), Audi (Waterman's Ball headline sponsor), and SkyOne Federal Credit Union (co-branded SIMA Platinum Rewards Visa launched January 2024). The organization reports operating geographies as North America with global industry reach through its partnerships.

Name

Surf Industry Manufacturers Association

Legal name

Surf Industry Members Association

Website

https://sima.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

SIMA is a non-profit, member-owned U.S. surf industry trade association founded in 1989 that represents apparel, accessory, board-building, retail, and media brands through tiered memberships, the Waterman's Ball gala, the Super Summit, and proprietary Surfonomics research.

Ownership category

akta.pro rank

Headquarters

HQ city

Laguna Niguel

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership Dues: Annual dues from surf industry brands, retailers, board builders, media companies, and professional service providers. Dues structured by company type and revenue size. Industry manufacturers pay based on annual revenue starting at $500, board builders and retailers pay $250, associate members starting at $500, partner members $2,500, surf parks starting at $2,500.
2. Event Revenue: Registration fees for SIMA Super Summit ($300 members, $500 non-members), sponsorship packages ($2,500 per sponsorship tier), and ticket sales for Waterman's Ball gala events.
3. Industry Research Reports: Sale of SIMA Surf Industry Growth Report ($750) providing data-driven insights on participation, retail trends, and market dynamics for brands, retailers, and investors.
4. Service Directory Listing: 12-month listing on SIMA Service Directory, reaching 3,000 monthly website visitors, for surf industry service providers to connect with decision makers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

SIMA is a non-profit trade association that sells annual memberships to surf industry companies and provides them industry research, networking events, advocacy, and environmental grant programs. Its merchantable offerings include tiered membership, the annual SIMA Surf Industry Growth Report, the Waterman's Ball gala, the SIMA Super Summit conference, and listings on the SIMA Service Directory.

Product overview

The Surf Industry Members Association (SIMA) is a non-profit, member-owned trade association that serves as the unified voice of the surf industry. Rather than a single software product, SIMA operates a portfolio of member services including a Shopify-based e-commerce and membership platform, annual events (Waterman's Ball, SIMA Super Summit), research products (the 2026 Surf Industry Growth Report, Surfonomics initiative), and charitable programs (SIMA Environmental Fund and SIMA Humanitarian Fund). The association connects surf brands, retailers, board builders, and service providers through its Service Directory and provides advocacy, sustainability leadership, and educational programming to support the growth and health of the surf industry.

Differentiator

Problem solved

Functional benefit

Brands

• SIMA Environmental Fund: A 501(c)(3) charitable foundation that awards grants to environmental groups dedicated to preserving oceans, beaches, and waves.
• SIMA Humanitarian Fund
• Surfonomics
• SIMA Super Summit
• Waterman's Ball

Products and services

• SIMA Membership Program Trade association membership providing networking, industry research, educational programming, sustainability solutions, and advocacy for surf industry companies, with annual dues structured by company type and revenue size.
• 2026 SIMA Surf Industry Growth Report Data-driven industry research report providing insights on U.S. surf industry participation, retail trends, brand performance, and market dynamics to guide strategic decision-making for brands, retailers, and investors.
• SIMA Super Summit One-day industry summit featuring keynote speeches, panel discussions, and networking sessions covering surf business strategy, sustainability, AI in business, and retail trends; registration is $300 for SIMA members and $500 for non-members.
• Waterman's Ball Annual fundraising gala honoring surf industry icons and ocean conservation champions, with 200+ industry leaders attending, raising funds for the SIMA Environmental Fund.
• SIMA Service Directory Online directory connecting surf industry brands, retailers, and service providers with industry leaders and decision makers, reaching 3,000+ monthly visitors through 12-month listings.
• SIMA Environmental Fund 501(c)(3) charitable foundation that awards grants to environmental organizations focused on ocean conservation, beach protection, and surf break preservation.
• SIMA Humanitarian Fund Compassionate initiative that gathers funds from brands and individuals through fundraisers to support non-profit groups enhancing quality of life, health, and welfare in surf communities.

Quantifiable outcome

• SIMA Environmental Fund has donated more than $10 million to environmental organizations
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Surf ExpocoreGTM or Marketing PartnerSurf Expo is a premier trade show partner for SIMA, held twice yearly in Orlando, FL (Sept 16-18, 2026; Jan 6-8, 2027). The trade show brings together surf brands, retailers, and industry professionals to discover products and build business connections.
• ActionWatchminorGTM or Marketing PartnerSurf industry retail tracking and market research organization listed as a SIMA partner on the website
• World Surf League (WSL)coreGTM or Marketing PartnerWorld Surf League is listed as a SIMA partner with Graham Stapelberg (EVP/GM Tours and Events) serving on the SIMA Advisory Board. WSL Championship Tour and events are significant for surf industry visibility.
• SURFscapecoreGTM or Marketing PartnerSURFscape is a premier surf and outdoor consumer expo. SIMA supports the event with Boardbuilders Pavilion showcase. Jack's Surf Shop is the official retail partner.
• Surfrider FoundationcoreStrategic or Co-development PartnerThrough the Better Beach Alliance, SIMA and Surfrider Foundation collaborate on beach cleanup initiatives. In 2024, Surfrider's chapter network removed 365,000 pounds of trash. Surfrider was honored as SIMA Environmentalist of the Year 2025.
• REEFminorGTM or Marketing PartnerREEF supports Surfrider's Beach Cleanup program as a proud supporter, contributing to grassroots ocean health efforts through the Better Beach Alliance partnership with SIMA.
• SkyOne Federal Credit UnioncoreStrategic or Co-development PartnerCo-branded SIMA Platinum Rewards Visa Credit Card launched January 2024. Card is made from reclaimed ocean-bound plastic and contributions support the SIMA Environmental Fund. Includes complimentary Surfrider Foundation membership.
• AudicoreGTM or Marketing PartnerMajor sponsor of Waterman's Ball events. Audi provides annual vehicle auction raising significant funds for SIMA Environmental Fund over 15 years of partnership.
• Save The Waves CoalitioncoreStrategic or Co-development PartnerGlobal nonprofit dedicated to protecting surf ecosystems awarded SIMA Environmentalist of the Year 2026 for work preserving waves, coastlines, and communities through science, policy, and advocacy.
• SurfAidminorStrategic or Co-development PartnerHumanitarian organization benefiting from Make A Wave challenge. SIMA press releases promote the initiative which has united surfers from 28 countries raising $2.6 million for SurfAid since 2021.
• Rip CurlcoreGTM or Marketing PartnerKiki Prince (GM North America) serves on SIMA Advisory Board. Rip Curl GromSearch youth surfing events are featured in SIMA press releases and supported through industry promotion.
• VisslacoreGTM or Marketing PartnerPaul Naude (Vissla CEO) serves as SIMA President. Vissla product launches and partnerships are featured in SIMA industry press releases.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Surf Expo: The premier twice-yearly surf, coastal lifestyle, and outdoor trade show in Orlando, FL. Listed as a core SIMA partner; both organizations serve the same surf industry buyer base and co-market to brands, retailers, and board builders.
• Surf Park Association: An industry association for surf park operators and developers. Mirrors SIMA's role for a sub-segment of the surf industry, with SIMA even offering a dedicated Surf Park Membership tier, indicating overlapping membership and advocacy scope.
• International Surfing Association (ISA): The recognized governing body for surfing worldwide. Both organizations advocate for the surf community, recognize athletes (ISA organizes World Championships, SIMA honors Waterperson of the Year), and represent overlapping stakeholders in ocean conservation and competitive surfing.
• Snowsports Industries America: The trade association for snow sports equipment, apparel, and action sports brands. Highly analogous structure to SIMA: dues-funded, event-driven (SIA Snow Show), industry research, and advocacy for a category-specific outdoor recreation sector.

Broad incumbents

• World Surf League: The global professional tour operator for competitive surfing and a core SIMA partner (EVP/GM Tours and Events sits on SIMA's Advisory Board). Both organizations drive surf industry visibility, with WSL focused on professional events and SIMA on industry advocacy and commerce.
• National Sporting Goods Association (NSGA): A trade association for sporting goods retailers, manufacturers, and reps producing the NSGA Retail Buying Guide. Similar dues-funded, research- and event-driven model, serving a broader retail constituency that includes surf shops.
• Sports & Fitness Industry Association (SFIA): US trade association for sports, fitness, and active lifestyle brands, producing widely-cited participation research (SFIA Topline Report). Comparable member-funded model with proprietary research products serving manufacturers and retailers, including surf-adjacent categories.
• Outdoor Industry Association: A broader trade association serving the outdoor recreation industry. Comparable dues-funded, advocacy-driven model and overlapping membership with surf brands that also play in outdoor markets (e.g., Roark Revival, Finisterre).

Others

• Surfrider Foundation: Major ocean conservation nonprofit partnering with SIMA through the Better Beach Alliance and recognized as SIMA's 2025 Environmentalist of the Year. Comparable mission alignment on ocean health, though distinct as an advocacy/activist organization rather than an industry trade body.

Emerging players

• ActionWatch: A retail tracking and market research firm for the surf, skate, and snow industries, listed as a SIMA partner. Highly comparable intelligence-product offering to SIMA's Surfonomics, with a narrower research focus and no advocacy mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• LinkedInlinkedin.com/company/surf-industry-manufacturers-association
• Instagraminstagram.com/surf_industry
• Xx.com/SIMA_Surf
• Facebookfacebook.com/SIMASurf

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surf Industry Manufacturers Association