From The Horse’s Mouth - Stab Mag

Live Now — Episode 3 Of Surf100 Challenge Series Presented By Pacifico

168 Views
"I want to look back and know we’ve had a team of people who have created the world’s largest, sustainable, equal and profitable surf platform ever. I think we are well on our way to that," concluded E-Lo. Photo by WSL

From The Horse’s Mouth

WSL CEO Erik Logan says digital reach up 62%, revenue up 20%, partnerships up 35%.

news // Jun 20, 2022
Words by Ethan Davis
Reading Time: 4 minutes

Rosy. 

In an interview with Boardsportsource, WSL CEO Erik Logan proudly divulged the WSL’s bottom line is increasing. “The numbers speak for themselves,” said the former President of the Oprah Winfrey (TV) Network who initially joined the WSL as Head of WSL Studios before taking over the role of CEO in 2020. According to E-Lo, since 2019 the WSL has seen a:

  • 62% increase in digital audience 
  • 25% increase in watch time 
  • 20% increase in the WSL’s revenue 
  • 35% increase in roster of partners 
  • 95% increase in Challenger Series viewership numbers compared to QS10000’s

“When I joined the company, my intention was to try and find ways to create more storytelling and narratives around this great sport we have. The intention of doing that is to appeal to people who may not be completely familiar with the sport of competitive surfing or even aware there is such a thing… Our strategy is to grow the audience in the biggest ways and when you look at our digital reach across Facebook, TikTok, YouTube and combine it with the linear partners that take it, Sport TV, Globo etc. We have a really large and wide distribution footprint and our model is to build and grow the largest audience, which we can then leverage for our surfers and partners to expose and grow to create a sustainable organization perpetually. And to do this we need to meet the audience where they are,said Erik.

@wsl

When @noahbeschen realizes that the Rip Curl Pro Bells Beach is just around the corner. Tune in April 10-20 on worldsurfleague.com. #wsl #surfing #athletesoftiktok

♬ Just A Light Away (Upbeat Uplifting Acoustic Indie) – P5 – IustinGalea

Since his tenure as CEO, notable changes E-Lo has overseen are: the release of The Ultimate Surfer (TUS), Make or Break (MOB), the Superbowl playoff format changes, reinstating the mid-year cut, and the formation of the Challenger Series.

While ‘core fans’ have long grumbled that the WSL seemed lost, swinging and missing without ever really finding their footing on myriad platforms, it appears their senses have merely been lead astray by evil demons. “We are very happy with how healthy we are at present,” Logan remarked, “this tells us we are focusing on the right things strategically.” Rumour has it with current projections the WSL may even be operating at a profit as early as next year, meaning Ziff may have to find another struggling sport to pour his taxable income into.

For context, the Superbowl playoffs at Lowers last year broke every metric ever set by the WSL previously, surpassing the second most viewed event, the 2019 Billabong Pipe Masters — the World Title showdown between Gabriel Medina and Italo Ferreira, by miles. The cut, though opposed by 57% of the CT, saw the Margaret River event and following Snapper CS net unprecedented levels of engagement courtesy of big names in the mix. MOB received sunny reviews from many if not most endemic and non-endemic surf media outlets. 

Okay TUS not so much.

Needle mover, MOB.

​​The takeaway? There can be pros to being a savvy business outsider. Something Sam Mc alluded to in Stab’s most influential people of 21′.

“There can be benefits to being an outsider. Especially in the highly conservative world of surfing. You can document your SUP sessions in a non-ironic way. You can pose for non-ironic booming shaka selfies with Kai Lenny. You can invite Lewis Hamilton and Tom Brady to your wave pool and again non-ironically weave these guys into the storytelling around your surf league. You can reimagine a new world because you’re not connected to the old one. You have the keys to the best wave in the US, you have Kelly Slater in your favourites and you can steamroll surfing’s tribalism and counter-culture roots with a baby blue blazer and a dream. No cultural cringe is out of bounds.” 

And it just might have helped E Lo move the needle commercially for the WSL.

“It’s funny, as surfers we adore those Miki Dora and Andy Irons DGAF-types when they fit the typical mold of a surfer. When they’re bold in their approach like Gabe Medina, or say, a gent from Oklahoma City in a Hawaiian shirt, we struggle to wash it down”. TUS didn’t work out for E Lo and was axed after one season, MOB on the other hand, blue sky thinking.

Erik informed Boardsportsource that WSL Studios won’t be shuttering it doors per se, “but focusing on fewer and better” including the vast un-mined field of Kelly Slater. Logan clarifying, “The example I like to use is Kelly Slater, probably being one of the single greatest athletes ever. And a lot of people may not even know; he’s 50 years old, still competing at the highest level and has won 11 world titles – he’s broken every record in competitive sport. We think there are some really great stories – like this one – to tell and connect to the broader eco system, or people who are interested in wider sports.”

Just last week the WSL’s announced it will give Box to Box “the exclusive, first-look opportunity to produce original unscripted and scripted projects from the five-decade archive of the world’s best surfing.”

Whether you like condition of the WSL or not in its present state, it is drawing more heads than it is turning away. “I want to look back and know we’ve had a team of people who have created the world’s largest, sustainable, equal and profitable surf platform ever, will be a job well done. And I think we are well on our way to that,” concludes E-Lo.

To the stars and beyond.

Comments

Comments are a Stab Premium feature. Gotta join to talk shop.

Already a member? Sign In

Want to join? Sign Up

Advertisement

Most Recent

Correction: J-Bay All Foreplay, No Climax

Slim pickings on Day 1 of the Corona Cero Open J-Bay 2025.

Jul 11, 2025

What Do Hollywood, Surf Lessons, Michael Jackson And Traction Pads Have In Common?

A Stab Interview with Teva Dexter, the man behind surfing's hardest new hardware brand —…

Jul 10, 2025

Surf100 Challenge Series Presented By Pacifico: Episode 3

"The tribe has spoken," Dane Reynolds pronounced, and a surfer's torch was snuffed.

Jul 10, 2025

How Josh Ku Nearly Died Trying To Cross From Ulus to G Land by Hydrofoil

“If someone finds me dead at least they can find my phone and know what…

Jul 10, 2025

Expect No Kiss, All Climax At The “World’s Most Perfect Pointbreak”

A Corona Cero Open J-Bay 2025 preview.

Jul 9, 2025

SEOTY: Liam O’Brien stars in ‘Friction of Perception’

"Hopefully I don’t come across like too much of a peanut."

Jul 8, 2025

10 Shapers To Watch In The Next 10 Years — Part One

“It’s like a drug empire, man. Cut the head off the snakes, and more will…

Jul 7, 2025

Mason Ho Joins Ritual Vision, Releases Remix Of Greatest Hits

Dion Agius riffs on the eyewear brand’s U.S. expansion, Ritualistic Tendencies, and the new stars…

Jul 7, 2025

Is It Time For A New Judging Format?

We have a modest proposal — a WSL head judge disagrees.

Jul 7, 2025

Luke Thompson Turns Last Year’s Priority Disaster Into Ballito Gold

+ earns himself a wildcard into Jbay.

Jul 7, 2025

Fiji Has Its First Professional Surfer, And He’s Unbelievable

16-year-old James Kusitino’s incomprehensible tube lounging leads to a deal with Former.

Jul 6, 2025

Laird Hamilton on The Limitations of Being a Purist, Invention vs. Ownership + Why He Never Had a Sticker Deal 

Untold stories from his How Surfers Get Paid interview.

Jul 4, 2025

When Surfer’s Eye Is Actually Cancer

Erin Campbell's brutal journey from surf camp dreams to chemo drops, cryotherapy, and surgical horror.

Jul 3, 2025

Surfing’s 2025 Q2 Report

An assessment of surfing's vital signs throughout the second quarter of 2025.

Jul 2, 2025

What Actually Happened to Occy’s Mad Max Plunger Pool In Yeppoon?

Surf Lakes’ brass talks: internet hecklers, the unplugging of the plunger, and the Tom Curren…

Jul 2, 2025

Poor Goofy Foots 

Data shows that the world is stacked against goofs — they even make 15% less money than…

Jul 1, 2025

Britain’s First Wavepool Has Closed — What Really Happened?

Bankruptcy, social media hackings, debts unpaid — and yet, reopening looms.

Jul 1, 2025

Watch: Was Matt Meola’s Air Actually Better Than Hughie’s?

Watch the full Swatch Nines highlight reel and decide.

Jun 30, 2025
Advertisement