Brooke Farris Appointed WSL CMO, President Of North America

Brooke Farris, the former Rip Curl CEO, is back on tour. This time in a freshly pressed executive kit with “WSL” stitched across the lapel (if only).

Farris will take over as Chief Marketing Officer (CMO) and Prez of North America, replacing Graham Stapelberg’s role, who’ll shift lanes to Prez of Tours and Comps. 

Brooke will be tasked with shaping the WSL’s global brand, marketing, comms, and social media strategy, while also overseeing North American events and ops. It’s a big job. Possibly two. But if anyone’s got the stamina, it’s her. 

“[Brooke’s] work ethic is ridiculous,” said ex WSL CEO Brodie Carr, who worked side by side with Farris during the ASP years. “She’s covered all sides of it. She competed on the WQS tour. She did the athlete management side with Layne Beachley, the ASP side, and now the brand side with Rip Curl.”

She also rips. Was a former Junior Champ, and has spent the last several years refining her arcs at Winkipop and Bells. When Steph rejoined the Curl on an 8-year, $4 million deal, allegedly a large draw card (aside from the cash) was the implicit trust she had in Farris. 

“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience,” said Ryan Crosby, WSL Chief Executive Officer. “She has a clear understanding of our global fan base and brings an authentic connection to the surfing community. We’re thrilled to welcome her back to the league and excited about the impact she will have on our events, partners, and fans, particularly in North America.”

Farris will be based in Los Angeles, California, and will officially join the WSL in September 2025.