Stab Magazine | The Surf Industry's Most Mysterious Cabal Got A New President

The Surf Industry’s Most Mysterious Cabal Got A New President

What do we know about Billabong’s Shannan North? Or SIMA in general?!

news // Aug 28, 2018
Words by stab
Reading Time: 2 minutes

File it under news that doesn’t matter but which we must address for some inexplicable reason.

Billabong Global Brand President, Shannan North, has been appointed President of the Surf Industry Manufacturers Association.

What is SIMA, you ask?

It’s a cabal formed by people who sell surf-related stuff in order to help each other sell more surf related-stuff, and network.

It supposedly does some variety of philanthropic work on occasion, though I’d be hard pressed to tell you exactly what it is they do. It also serves as a type of self-designated Waterman certification board.

These days, you can certify pretty much anything. Not long ago, my wife came across a flyer at a local pet store advertising the services of a dog masseuse. She thought that our dog, Mr Debs, would enjoy a massage and declared she planned on calling the lady when we got home.

At seventy five bucks an hour, I found it ridiculously overpriced, in addition to the very concept being dumber than shit. Why on earth would I pay a stranger to pet my dog? He’s super friendly and cute as all hell. I can get that shit for free walking him through Kapa’a.

“It’s not petting. She’s a masseuse. She has a certification and everything.”

“Really? A certification? In fucking dog massage? I don’t believe that’s a thing and, even if it is, it’s a stupid thing. My mother is certified in human massage and she’s a… The bar ain’t gotta be that high.”

Missing the point entirely, my wife proceeded to pull out her phone and prove that, in fact, dog massage certifications are very much real.

She often plays willfully dense and, in this instance, insisted on pretending my objections were with the woman’s credentials rather than the concept, itself.

SIMA’s Instagram points those who wish to learn more about Mr. North’s objectives toward their website.

“At the August 7 monthly SIMA Board meeting, new Board president Shannan North outlined SIMA’s key goals and objectives for 2019 which include Waterman’s, Business Sustainability Alliance, re-launch of the SIMA Awards (details to be announced in the coming weeks), Float Collective, overhaul of Surf Summit, consumer research/insights, Boot Camps, increasing the membership base, and improving communication with members.”

I can’t be bothered to learn what any of that means. 

Instead I googled ‘SIMA’ and learned that Sima is a type of mead made from lemons, yeast, raisins, and whatever variety of sugar or honey one has on hand. It sounds disgusting.

I hate raisins with a burning passion.


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

Already a member? Sign In

Want to join? Sign Up


Most Recent

Hassling, Head-Dips, and Broken Apple Watches

The 2023 CT is underway. Here's what happened on Day One of the Billabong Pro…

Feb 2, 2023

Stephanie Gilmore And Filipe Toledo Are The 2022 Stab Surfers Of The Year 

Caity and Hughie take Best Juniors, “NOZ VID” wins best film, and Ho and Pringle…

Feb 2, 2023

Stab Surfer of the Year: The Stab Premium Vote

Day Ten: You voted, we counted.

Feb 1, 2023

Red Bulls, Crypto Bears, Former’s Six-Figure Fish, Tyler’s Multi-Millions And More

A brief catalog of the latest surf industry news and whispers.

Jan 31, 2023


“Definitely The First Time I’ve Gone Surfing Via Plane”

Parker Coffin, Harrison Roach, and friends tear through NZ on Roark's most well-rounded surf trip…

Jan 30, 2023

Pipe Preview: This Year Feels Different

With John and Gabs healthy — and the arrival of the femme next-gen — here’s…

Jan 29, 2023

WSL Tells Competitors: ‘You Better Like Them Apples’

Will mandating competitors to wear Apple Watches make the 2023 tour more or less engaging?

Jan 29, 2023

Stab Surfer of the Year: John John Florence, Italo Ferreira, Balaram Stack, Rolo Montes, and Shaun Manners

Day 9: "You can't do better than his year last year." - John John Florence

Jan 28, 2023

Full Moon Surfs, Impassable Puddles, And A Few Nights Spent Sleeping In A WSL Commentary Booth

A reader-submitted collection of nonconformist surf stories.

Jan 27, 2023

Kael Walsh Now Owns A Bitcoin, And Watched One Crypto Video

He’s officially your Stab Edit Of The Year champion.

Jan 27, 2023

Carissa Moore And Finn McGill Are Your 2023 Vans Triple Crown Of Surfing Champions 

They both pocket $50k and tickets to this year’s Vans Pipe Masters.

Jan 27, 2023


The Pick-Up, Presented By Vans, Episode 5

Mason Ho helps us ring in our final week on the North Shore.

Jan 27, 2023

Goofyfoot Brazilian World Champion Stars In Stab’s Biggest Board-Testing Franchise

Can you guess who?

Jan 26, 2023

Surf Community Rallies To Raise Funds For Eddie Winner And On-Duty Hawaiian Lifeguard Luke Shepardson

Because it's the right thing to do, of course.

Jan 26, 2023

Interview: Caity Simmers On Machete Wars, Rihanna, Personal Project Problems, And The Rise Of Female Surf Content. 

A toast to ‘Toasted.’

Jan 25, 2023

Stab Surfer of the Year: Creed McTaggart, Albee Layer, Laura Enever, Dane Guduaskas, and Selema Masekela

Day 8: "65 years young and charging just as hard as ever at Pipe, Backdoor,…

Jan 25, 2023

“I’m Not A Big Wave Guy”

How Kai Paula accidentally made his mark at Jaws three weeks after surfing it for…

Jan 24, 2023

Everyone Went.

A toes in the sand, phone in the lagoon account of the 10th Eddie Aikau…

Jan 24, 2023