Brooke Farris has made history as the first woman to become the CEO of Rip Curl, a legacy surf brand known globally. Sponsored as a teenager by Rip Curl, Farris has now ascended to the helm of the company, highlighting both her personal journey and the evolving landscape of the surf industry.
Rip Curl, founded over 50 years ago, has long been a cornerstone of the surf world. Acquired by KMD Brands Limited for $350 million in 2019, the company has maintained its commitment to the surfing community. Under Farris's leadership, Rip Curl has achieved B Corp certification, emphasizing high standards of social and environmental performance, accountability, and transparency. This certification aligns with the company’s foundational values of community and environmental responsibility.
Farris’s appointment comes at a time when the surf industry is still heavily male-dominated, with only one other woman, Jennifer Vandekreeke of URBNSURF, holding a CEO position within the sector. Despite these challenges, Farris has made significant strides, including re-signing eight-time world champion Stephanie Gilmore, a move widely regarded as one of the largest deals in women’s sports. In her role, Farris emphasizes the importance of passion and authenticity within the company. She believes that a deep connection to surfing and the ocean is crucial for staying true to Rip Curl’s roots. This connection is not only personal for Farris, who lives on Victoria’s Surf Coast, but also professional, as it drives the company’s vision of being the "Ultimate Surfing Company."
Farris has also been vocal about the need for equality in the industry. She advocates for equal representation at every level within Rip Curl and beyond. This commitment to gender equality is reflected in her own career trajectory, from a competitive surfer in her teens to the first female CEO in the company’s history. Sustainability is another cornerstone of Farris’s leadership. Rip Curl’s B Corp certification is a testament to the company’s dedication to social and environmental responsibility. Farris views this as essential not only for the planet but also for the company’s global staff.
Farris’s vision for the future of surfing is expansive. She cites a Griffith University report that estimates surfing contributes approximately $1 trillion annually to the global economy by improving the mental health of surfers. This underscores her belief that surfing is more than a sport; it is a way of life that offers myriad benefits. In advising the younger generation, Farris emphasizes the importance of passion, hard work, and continuous learning. Her leadership is a beacon for aspiring surfers and business leaders alike, showcasing that with dedication and a connection to one’s roots, it is possible to break barriers and lead with impact.
As Rip Curl continues to evolve under Farris’s guidance, the company remains committed to its vision: making the best products, supporting the best athletes, and delivering exceptional customer service, all while living the ethos of "The Search." In a male-dominated industry, Farris’s leadership at Rip Curl is a personal achievement and a significant step towards gender equality in surfing.