Brooke Farris Takes Helm as WSL Chief Marketing Officer and President of North America
Brooke Farris appointed as Chief Marketing Officer and President of North America for the World Surf League, bringing extensive surf industry experience to the role.
The World Surf League (WSL) has announced the appointment of Brooke Farris as its new Chief Marketing Officer and President of North America. Farris, a seasoned leader with extensive experience in the surf and action sports industry, will spearhead the WSL's global marketing, communications, and social media strategies, while also managing events and operations across North America. Her tenure begins in September 2025, based out of Los Angeles.
Key Takeaways
- Brooke Farris appointed as CMO and President of North America for the World Surf League.
- Farris brings a wealth of experience from her previous role as CEO of Rip Curl.
- She previously held a leadership position within the WSL's predecessor organization.
- Her appointment aims to enhance the fan experience and grow the sport globally.
A New Era for WSL Marketing and North American Operations
In her new dual role, Farris will be instrumental in shaping the WSL's global brand presence and marketing initiatives. Her responsibilities will encompass developing and executing the league's communications and social media strategies. Simultaneously, she will oversee the operational and event landscape for the North American region, a key market for professional surfing.
Proven Leadership in the Surf Industry
Farris arrives at the WSL with a distinguished background, most notably her recent role as CEO of Rip Curl. During her 14-year tenure with the iconic surf brand, she was credited with driving significant growth, expanding its global reach, and championing women's performance and lifestyle categories. Her leadership at Rip Curl involved multiple senior positions across digital, marketing, and commercial strategy, contributing to the brand's evolution into a contemporary global entity.
A Return to the League
This appointment marks a return to the WSL for Farris. Prior to her impactful time at Rip Curl, she served as the Women's World Tour Manager for the Association of Surfing Professionals (ASP), the organization that preceded the WSL. This prior experience provides her with a deep understanding of the league's history and its competitive structure.
Strategic Vision for Growth
WSL Chief Executive Officer Ryan Crosby expressed enthusiasm for Farris's return, highlighting her "unique blend of surf industry knowledge, commercial acumen, and brand-building experience." He emphasized her understanding of the global fan base and authentic connection to the surfing community. Crosby anticipates her significant impact on events, partnerships, and the overall fan experience, particularly within North America.
Farris herself shared her excitement, stating, "Surfing is unique - it's a lifestyle, a community, a sport, and a profession." She views the WSL as central to this ecosystem and is eager to leverage her industry expertise and lifelong passion for surfing to foster the sport's growth in North America and deliver exceptional experiences to fans worldwide.