World Surf League Appoints Brooke Farris as Chief Marketing Officer and President of North America

Former Rip Curl CEO returns to WSL with extensive surf industry expertise to lead global marketing strategy and North American operations

LOS ANGELES, Calif. – The World Surf League (WSL) announced a significant leadership addition on Wednesday, appointing Brooke Farris as Chief Marketing Officer and President of North America, marking a strategic return for the surf industry veteran who previously worked with the organization during its ASP era.

Dual Leadership Role

Farris will assume a comprehensive leadership position, overseeing the WSL’s global brand strategy while simultaneously managing North American regional operations. Her responsibilities will encompass:

• Global Marketing Strategy: Leading brand development, communications, and social media initiatives worldwide
• North American Operations: Overseeing events and regional business operations across the continent
• Fan Experience Enhancement: Developing strategies to expand WSL’s global reach and improve fan engagement

Proven Track Record at Rip Curl

The appointment leverages Farris’s exceptional performance as CEO of Rip Curl, where she spearheaded transformative growth during her 14-year tenure with the iconic surf brand. Her achievements included:

• Record Growth: Leading the company through unprecedented expansion
• Global Brand Development: Expanding Rip Curl’s international presence
• Women’s Market Focus: Strengthening the brand’s position in women’s performance and lifestyle categories
• Digital Transformation: Modernizing the company’s approach to reach contemporary audiences

WSL Homecoming

This appointment represents a homecoming for Farris, who previously served as Women’s World Tour Manager during the Association of Surfing Professionals (ASP) era before the organization’s transformation into the World Surf League.

“This is a return to the WSL for Farris, who, prior to her time at Rip Curl, served as Women’s World Tour Manager at the then Association of Surfing Professionals (ASP),” the WSL stated in their announcement.

Strategic Vision

WSL Chief Executive Officer Ryan Crosby emphasized Farris’s unique qualifications for the role, highlighting her comprehensive understanding of the surf industry landscape.

“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience,” Crosby said. “She has a clear understanding of our global fan base and brings an authentic connection to the surfing community.”

Industry Perspective

Farris expressed enthusiasm about rejoining the WSL during a pivotal period for professional surfing, emphasizing the sport’s multifaceted nature and cultural significance.

“Surfing is unique – it’s a lifestyle, a community, a sport, and a profession,” Farris explained. “The World Surf League plays a central role, so I’m excited to be joining Ryan and the team at the WSL.”

Strategic Timing

The appointment comes as the WSL continues expanding its global footprint and investing heavily in fan experience improvements across multiple platforms, including media, live events, and cultural initiatives. Farris’s extensive background positions her to capitalize on these growth opportunities.

Implementation Timeline

Farris will be based in Los Angeles, California, and is scheduled to officially begin her dual role in September 2025, allowing for a strategic transition as the WSL prepares for its upcoming season and continued global expansion efforts.

Industry Impact

The appointment signals the WSL’s commitment to strengthening its leadership team with proven industry veterans who understand both the commercial and cultural aspects of professional surfing. Farris’s experience bridging performance athletics and lifestyle branding aligns with the WSL’s mission to grow surfing’s global appeal.

Her return to the organization represents a full-circle moment that combines her historical knowledge of competitive surfing with modern commercial expertise gained through her transformative work at Rip Curl.

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• World Surf League Elevates Commercial Strategy with Nicole Metzger Appointment as Chief Revenue Officer

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