Brooke Farris: An Interview With The World’s First Female CEO Of A Heritage Surf Brand
In 2021, Brooke Farris became the first woman in the world to become the CEO of a surf company.
Having been sponsored as a surfer by the brand as a teenager, Brooke now heads one of the world’s longstanding legacy surf brands, Rip Curl. The only other woman to earn the top spot within the surf industry is Jennifer Vandekreeke who became the CEO of URBNSURF earlier this year. I’d like to note, on the topic of boss ladies in male dominated spheres, that the CEO of Monster Children is Rachel Blackley, but if we’re just talking strictly surf, there are only two women among however many surf companies that exist worldwide to run the helm.
I wrote an article a couple of weeks ago exploring how close the surf industry was to achieving equality given the headway women have made in recent years. You can read that here. Following that article, I received many messages from women working in male-dominated industries who resonated with the piece and the experiences of those women included in it. I also got a lot of messages from men who were equally supportive as they were surprised the hoops women have continued to jump through in order to get to where they are. The overall positive response received from that article was personally quite surprising and I was encouraged by the team at Monster Children to continue shining a light on women, as I hope I have always tried to do.
Which brings me to this piece. Originally I wanted to follow suit and highlight a number of women CEOs, but the truth of the matter is that there are only two. Okay, perhaps I could do something on female CEOs across the skate industry too? Ha. While it is no surprise there are fewer female CEOs across pretty much every industry, the fact that surfing only has two speaks volumes about the lengths the sport has to go to truly reach equality. I’d also like to note that I have reached out to many other male CEOs to speak on a number of topics and all of them were too busy being important men. Not Brooke though. In 2019, Rip Curl sold to KMD Brands Limited for $350 million dollars so it is no simple, small surf company we are talking about here. It has since been accredited B Corp under the guidance of Brooke and acquired back the single most successful female surfer, Stephanie Gilmore, to represent the brand. Here is my interview with a name you should well and truly know.
My first question. An important one for someone who runs a surf comapny. How often do you get to surf in a week?
Probably every couple of weeks unless I’m on a surf trip! I live on Victoria’s Surf Coast near Rip Curl’s HQ so I’m super lucky to have great waves close by.
What surfing are you personally drawn to?
The act of riding a wave – it is just so cool. It’s the feeling, it’s being in the water, surrounded by nature and that every wave is different and a new experience. You pretty much always leave the water feeling refreshed and grateful.
Do you think it’s important that people in higher positions within surf companies surf? Or is it based on more business skills?
As either an employee or an employer, you’re looking for passion and skill in all positions. For us, if you’re connected to the sport, the lifestyle, the ocean, or adventure, that’s going to ensure we stay true and authentic to our surfing roots, seeing us live our brand values in the years to come.
Have you personally experienced the ‘boys club’ side of surfing within your career that perhaps men in similar positions to you would be oblivious of?
Starting as a competitor in my teens and now as the first woman appointed to CEO in our 50-year history, I have seen that side of surfing culture over the course of my career. Our industry continues to evolve and I’m proud to be a part of that journey and change.
Do you think surf companies have a responsibility to be more sustainable and do you think Rip Curl is doing a good job of that?
Community and Environment have been a part of our Company Values since the Founders Doug Claw Warbrick and Brian Singer were at the helm. Last year we became a Certified B Corporation (B Corp), which means we’re a business that meets high standards of social and environmental performance, accountability, and transparency. B Corps envision a better economic system where businesses can benefit people, communities, and the planet. This is important to us and especially our crew, or staff, around the world.
What is your morning routine?
If I’m at home, I’m up early and walking my little legend of a pup Western before heading into our global HQ in Torquay. If I’m overseas visiting one of our markets, I’ll be looking for a wave!
How do you unify surfing across genders?
For Rip Curl, it’s about having an equal focus and representation at every level. Recently we signed 8 x world champion Stephanie Gilmore to our team. The media reported that the 8-year contract was one of the biggest deals in women’s sport, and we’re proud to be a part of what that means both for surfing and sport in general.
What are some life hacks that help you manage in stressful times?
A little cliché but surfing. Walking my dog, getting outdoors or into nature always grounds and resets me. Oh, and I love an arvo nap on a weekend.
If someone wants to be in your position when they grow up - what would you tell them to go and do?
Everyone’s path is different, and I certainly never expected this to be mine. If I’m to reflect on some common themes so far though, they would be - like what you do, work with good humans, have initiative, listen, be respectful, work hard, learn, and grow.
Where do you see surfing in the future?
At the end of last year Griffith University released a report on the economic impact of surfing; finding that it contributes around US$1 trillion per year to the global economy by improving the mental health of surfers. It feels like there’s something about surfing and it being a vocation or way of life, rather than a sport/hobby, that’s still being tapped into. That’s what I love about surfing, it can take on many forms and be a part of someone’s life in so many different ways.
What is the focus of Rip Curl as a heritage surf brand?
Our vision which is to be regarded in all that we do as the Ultimate Surfing Company. It’s about making the best products, having the best events, supporting the best athletes, delivering the best customer service, having the best crew of people, and living the Search. While we continue to evolve the brand, this is the foundational recipe that has seen us be market leaders for over 50 years.
If you could give your 20-year-old self some advice - what would it be?
Back yourself.