- 06 December 2011 | Surfing
The San Diego State University has launched "The Center for Surf Research" to study the culture and economic power of surfing.
The new surfing institution will bring together surfers, environmental organizations, tourism businesses and the small but growing wave of scholars studying surf economics.
The Californian academy has understood how a beach counterculture became a multibillion dollar global industry with strong impact in societies.
"We want to quantify exactly what we're dealing with," said Jess Ponting Ponting, tourism teacher and founder of "The Center for Surf Research", in Huffington Post. "I think it's way bigger than anybody gives it credit for, but no one has taken it seriously enough to look at it before."
Surfing is no longer a activity of dumb and dazes long-haired "dudes" that enjoyed beach, waves, beer and girls. Today, surfing is a daily advertising theme and has been inspiring brands willing to market a very wide range of products.
Ponting believes there are regular surfers in more than 100 countries. According to the SurferToday.com Research, the surf industry - including skateboarding, windsurfing, kitesurfing and bodyboarding - is worth more than $20 billion annually worldwide.
There are already good world postgraduate studies in surfing, but the "The Center for Surf Research" promises to gather the entire information and produce relevant fact data.