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Hi John,

Save The Waves has had a whirlwind last month and 'Surfonomics' is leading the way!

From new studies, media mentions, and policy progress, we have a lot to share and catch up on.

'Surfonomics' and pricing the priceless:
* This week, we completed a brand new Surfonomics report ([link removed]) in Oriente Salvaje, El Salvador (hint: surfing contbritues millions to a local economy)
* Right now, our 2025 Santa Cruz study, which found surfing contributes at least $194.7M to the local economy, is influencing a new state bill in California ([link removed]) to protect surf ecosystems
* In case you missed it: check out our "Surf Ecosystem Insurance Initiative ([link removed]) " and how we've evolved Surfonomics over time to address climate change

Recognition and awards:
* Save The Waves was named as one of Fast Company's "Most Innovative Companies" ([link removed]) in economic development
* SIMA (Surf Industry Members Association) also named us "Environmentalist of the Year" ([link removed]) at this summer's Waterman's Ball!

Keep scrolling to learn more, and thank you for your support!

Cheers,
Nik Strong-Cvetich
CEO, Save The Waves
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** New Surfononmics report reveals surfing contributes $10.8M annually in Oriente Salvaje, El Salvador
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The study estimates that total direct expenditure associated with surfing is approximately $10.8 million per year, with over 9000 surf-driven trips annually.

The takeaways: surfing and surf breaks are driving the local economy, with some businesses relying on it entirely. Surf ecosystems are intertwined with the community and the economy, and there is a need to preserve the both surf quality and the positive attributes of the surrounding natural environment.
Read the report ([link removed])
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** Behind the scenes: adovcating for "State Surfing Reserves" in California
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For several months, our team at Save The Waves has been working hand-in-hand with Assemblymember Jacqui Irwin, D-42 District, to introduce and pass a bill that would help establish ‘Surfing Reserves’ along the California coastline.

Our Goal: provide a framework that will advocate for and help protect California’s 300+ surf breaks and surf ecosystems.

This project is an extension of our groundbreaking report from last year ([link removed]) that found surfing contributes $194.7 million annually in Santa Cruz.

This process is not over yet, but we are working with amazing partners (like Surfrider, Gail Pellerin and Jacqui Irwin) to make this happen.
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Save The Waves named to Fast Company's list of "Most Innovative Companies"
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Save The Waves is proud to have been named to Fast Company’s prestigious list of the World’s Most Innovative Companies of 2026!

The selection and ranking of #6 in the “Economic Development” category is a reflection of Save The Waves’ efforts to expand, emphasize and use “Surfonomics” to help protect surf ecosystems.

“Save The Waves has been striving to innovate and find new ways to accomplish our mission, using economics and finance to further our conservation goals. I’m excited that our organization is receiving this recognition, it’s truly a marker for how far we’ve come as a nonprofit. I’m proud of our staff and team that made it possible." - Nik Strong-Cvetich, CEO of Save The Waves.

Read more here ([link removed]) .
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** Deep Dive: Our History of Surfonomics
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In total, we‘ve completed over 12 Surfonomics Studies around the world, asking ourselves and stakeholders “How do you put a value on a wave?“

We use Surfonomics ([link removed]) to get a seat at the table to guide informed decisions that ultimately protect surf breaks and promote intact surf ecosystems.

A few of our Surfonomics results include:
* Lobitos, Peru: US $3.6 million annually (2020)
* Playa Hermosa, Costa Rica: US $14.3 million annually (2021)
* Uluwatu, Bali: US $35 million annually (2014)

Next, we asked: “How is that value threatened by climate change?"

In 2025, we published “Climate Vulnerability Of California’s Natural Surfing Capital ([link removed]) .” This groundbreaking report combines an analysis of Surfonomics, surf break vulnerability to sea level rise, and accessibility barriers to determine the natural capital of surfing in Santa Cruz.

Research estimated that surfing has an economic value of at least $194.7 million per year in Santa Cruz, CA with over 783,000 surf visits annually.

Studying 31 surf breaks, the report also identified the degree to which Santa Cruz surf breaks will be impacted by rising seas – referred to as ‘surf break vulnerability’.

The result: an understanding of the economic contributions of surf to Santa Cruz and the potential losses due to damaged and lost surf breaks.

Now, we want to find new solutions and solve a new question: “How do you safeguard that value and protect the surf ecosystem and the community?"

Introducing “Surf Ecosystem Insurance ([link removed]) ” to safeguard both the surf ecosystem and the livelihoods of the local community.

Using the economic value of surf breaks as a driver, Surf Ecosystem Insurance is a financial tool that protects surf ecosystems and the coastal communities that depend on them from climate-fueled extreme weather events.

When an extreme weather event like a destructive storm disrupts the surf economy, the surf break or its surrounding ecosystem, Surf Ecosystem Insurance releases rapid funding for recovery, response and restoration, helping both the ecosystem and local economies recover faster.

Explore our entire Surfonomics program here. ([link removed])

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Photographer Credits:

Top Banner: Angelo Picardo
Oriente Salvaje: Angelo Picardo
California: Will Henry
'Surfonomics History': Sociedad Salvaje Salvadoreña

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