Annie Hariharan is a feature writer and former business consultant based in Melbourne, Australia.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Beta Lives

Surfing is among Australia's top five nature-based activities and the second most practised water-based sport after swimming. 

Clearing House for Sport

 In a country with 35,000km of coastline and home to surf beaches like Byron Bay, Bondi Beach, and Bells Beach, the perception of a surfer is someone young and carefree, often perpetuated by local movies or series like 

Eternal Surfer

 But this might not be the case. The current surfing participation is still reasonably low but growing. In 2023, it was 3.3% of the adult population, up from 2.1% in 2018. 

But interesting details emerge when breaking this down by age group. The country's largest share of surfers comprises 35- to 44-year-olds, with roughly 165,000 people from that cohort participating. This is closely followed by the 45 to 54 age group, with 157,000 participants. In comparison, the 18 to 24 cohort has just 73,000 surfers. 

Statista

Some call this the 'Kelly Slater effect', as one of the greatest professional surfers became the sport's youngest world champion at age 20 and its oldest at 39. In 2024, at age 52, Slater is hinting at retirement, but in the preceding decades, his ability to compete and win championships in his 30s and 40s galvanised Gen X and older Gen Yers. 

The Guardian

This broadly follows a trend in Australia where art or sporting activities that are presumed to be youth-centric are gradually changing as people in their 30s, 40s, and 50s have the purchasing power and willingness to try new things. They may not be interested in being elite-level athletes but are doing it for their mental health, a desire to achieve something for themselves, or to enjoy a sense of community. Within surfing, 

 is a volunteer organisation that hosts groups of mums and kids and coaches them to participate in the sport. This has been particularly helpful for migrant parents who did not grow up with Australia’s beach or surf culture.

“In the 60s and 70s, surfing used to be seen as counterculture and anti-establishment. It was edgy, rebellious, and youthful,” says Craig Sims, an assistant professor at Bond University and former professional surfer. “Because of this, the surfing industry was founded on youth culture – think brands like Quiksilver and Billabong which always featured young people. The image and lifestyle they portray is also highly aspirational – that’s why you see shops selling surf wear in Moscow or London despite not being near a beach.” However, younger cohorts seem more reluctant to enter the sport, with a slower uptake than previous generations. “The industry is facing an identity crisis,” adds Sims.

Interview with Craig Sims conducted by the author

 How is Australia’s surf scene changing? And what does this mean for brands that want to connect with the community?

One of the macro trends from the COVID-19 lockdowns is that people sought a 'sea change', like moving to a coastal town. This is reflected in real estate data and increased demand for houses near beaches. 

 In 2023, three out of the five most popular regional suburbs – Buderim, Port Macquarie, and Broadbeach Waters – were near surf beaches. 

The Sydney Morning Herald

 With this comes increased access to water and an interest in trying surfing. In fact, ocean-based sports like fishing, boating, and surfing saw increased participation during lockdown as it was something people could do in isolation. For example, New South Wales had a 40% year-on-year rise in registration transfers for second-hand boats and a 26% rise in new boat registrations from May to December 2020. 

The same trend applied to surfing as it was one of the few permissible activities when team sports like netball and soccer stopped. Surfboard manufacturer and retailer On Board Industries was one of the beneficiaries of this as people splurged on surf gear. A spokesperson described mid-year trade in 2020 as "Christmas in July." 

James Furness, an assistant professor of physiotherapy at Bond University, believes these trends have a lasting effect on the surfing demographic. “During lockdown, many people moved up from Melbourne to places like the Gold Coast and they probably had a change in perspective and wanted to do something they always wanted, like surfing. On social media, I’ve observed people offer surf coaching to beginners and intermediate surfers, which is also a change. Previously, only pros wanted coaching.” These gradual changes mean there’s no one definition of who a surfer is. “Surfers used to have this image of being lazy or unemployed, but now surfing is just like any other activity, like CrossFit. There’s also the benefit of being in nature, so now I think a surfer is someone who’s healthy and enjoys nature,” he adds. 

Interview with James Furness conducted by the author

Older generations picking up fitness later in life

People in their 40s and 50s may be motivated to pick up fitness to deal with many issues that people face in their older age: divorce, loneliness, health scares, and burnout from their experiences within the ‘Sandwich Generation’. 

ABC News

 This is the objective behind the foundation 

, a mental health charity that offers ‘surf therapy’ where trained professionals also function as surf coaches and use the outdoors as an avenue for people to deal with mental health issues. Sims notes that Gen X, both men and women, are visible in the surf community and believes this is part of a global trend of older cohorts engaging in youth sports and prioritising their health and leisure. “As the saying now goes, older people are staying younger for longer. It’s part of the post-modern era where people have fluid identities; you can be a skateboarder and then become a football fan. You can have many different identities at the same time.”

While women and girls tend to become conscious of their weight and diets from their teenage years, men often become more health-conscious later in life by taking up new sports and nutritional habits. 

The number of middle-aged male cyclists in Australia – or, to use the slightly pejorative term, ‘Middle Aged Men in Lycra’ – increased significantly between 2017 and 2021, with 41% of 30- to 49-year-olds and 21% aged 50 and over active participants. 

CWANZ

“Blokes generally come to the realisation that they may need to do something specific about their weight, health and wellbeing later than women,” says Clare Collins, a laureate professor of nutrition and dietetics at the University of Newcastle. “But when that realisation comes, they can be much more factual and focused.” 

Surf parks are introducing more people to surfing

Despite Australia’s 35,000km coastline, real estate near a beach tends to be expensive, and in the sprawling capital cities of Melbourne and Sydney, new or young families are moving inland, away from the water. For example, in Melbourne, the northwest suburbs like Melton, Coolaroo, Dallas, and Campbellfield have the most affordable houses in the city, ranging from a median of $473,074 to $756,176, while the closest beaches are in the southeast or west of the city. 

 For a professional surfer, the 100km drive from Coolaroo to Bell’s Beach may not be a hindrance, but it could be for a weekend enthusiast. In this environment, 

, an indoor surf park in Melbourne and Sydney, has filled the gap and is introducing surfing to a new set of people – catering to both adults and kids. There are plans to open similar parks in Perth and Gold Coast, but progress can be slow as these parks are complicated, costly to develop, and expensive to run. 

The chief executive of UrbnSurf, Damon Tudor, describes the space as a welcoming experience to surfing because the ocean can be intimidating. 

 While some people may wonder if surfing in a pool sans waves is really surfing, Furness stresses that older people who are picking up surfing are not looking to go professional. “These parks teach older people surfing patterns using a skateboard ramp designed to look like a wave. It gets people used to the feeling of riding a wave in a safer environment because they may not have the ocean awareness or skills to deal with rips. Surfing challenges a lot of your body, and older people might use a longer board or a different board than a professional's as long as it suits their abilities.” 

Tailor products for older generations in outdoor activities

Sims believes the surfing industry has not caught up with surfing's ageing demographic. "The surfing industry generally consists of hard goods like surfboards and fins and soft goods like clothing and surfwear," he says. "The change in surfer demographic doesn't matter for hard goods, but it does for soft." There's a cost involved in getting involved in any sport, and surfing is no different, even if access to the beach is free. "By the time you get the surfboard and clothes, you're looking at spending $1,000," Sims adds. That's not all. Given the influx of novice but older surfers, he believes there's increased demand for specialised equipment and education products targeting learner and novice surfers, such as targeted instructional videos, blogs, apps, and books, as well as the expansion of learn-to-surf coaching. 

Bond University

 Regarding who is most able to afford such activities, Gen X shoppers in Australia have the highest average monthly online spending at $1,315, while Gen Zers have the lowest across all generations at $633. As such, Gen Xers are more likely to have disposable income to be able to afford outdoor pursuits like surfing. 

In Australia, 42.9% of people aged 16 to 85 have experienced a mental disorder at some time in their lives, and there are a range of government and community-driven initiatives to help people cope. 

Australian Bureau of Statistics

 Philip Ward, a professor in psychology and mental health at the University of New South Wales and board member of 

describes the organisation’s surf therapy as ‘mental health by stealth’. “We break down barriers for mental health and cater to people who may be put off by the thought of sitting in a doctor’s room,” he says. “Here, people can learn wellbeing skills, and surfing is just the hook to get them to seek mental health support.” 

Interview with Philip Ward conducted by the author

 also fall in the mental health by stealth category. Participants are usually from under-represented communities and are learning to play soccer. This allows them to break away from their daily routines and engage in physical activity without the stress of competition. 

Monash Health

 This does not always have to be in person, as long as it is fit for purpose. For example, organisations like 

 provide videos and guidelines for at-home workouts tailored for senior citizens to do at home, as well as aged care and retirement villages.

Design media and brand content for intergenerational audiences

 follows a group of aspiring pro surfers in their mid-teens and has all the hallmarks of a teen flick in the vein of 

. However, it has won over an unexpected demographic: middle-aged surfing dads who praise the show for its accurate depiction of surfing and even casual watchers who delight in seeing their local surf beaches on screen. 

 This trend follows another beloved Australian animated TV series, 

. Despite being a seven-minute animated episode featuring a family of blue heeler dogs, the show is praised for catering to intergenerational audiences, as there’s something in it for every age group. Parents may get the pop culture references, and kids will delight in seeing the creative games that Bluey comes up with. Bunnings, a leading retailer of home and lifestyle products, is an example of a company that does both intergenerational workforce and branding well. An estimated 30% of the company’s workforce are over 50 years old and are valued for their life, industry and trade experience. In addition, Bunning’s advertisements regularly feature a cross-section of their team members and a diverse age group of customers. 

The Spin Off

In 2023, 3.3% of Australia’s adult population identified as surfers, up from 2.1% in 2018

Peak participation in surfing is among 35- to 44-year-olds, with roughly 165,000 people from that cohort participating, followed by the 45 to 54 age group, with 157,000 participants

Gen X shoppers in Australia have the highest average monthly online spending at $1,315, while Gen Zers have the lowest across all generations at $633

Sporting activities that are presumed to be youth-centric are changing as people in their 40s and 50s have the purchasing power and willingness to try new things

The rise of surfing among Gen Xers signals demand for accessible, community-oriented fitness activities combining physical and mental wellbeing

The pandemic-era trend of ‘sea changes’ and increased interest in ocean-based activities has created an increased demand for surf-related products and experiences in Australia

Craig Sims is an assistant professor and deputy convenor of collaboration for global change at Bond University and a former professional surfer. He’s also the author of the study ‘Old men of the sea’, about the ageing demographic of active surfers.

James Furness is an assistant professor of physiotherapy at Bond University with a background in musculoskeletal physiotherapy and research in water-based sports.

Philip Ward is a professor of psychology and mental health at the University of New South Wales. He’s also a board member of the 

Gen X (born 1967-1981)

Gen Y (born 1982-1996)

Australia

Physical health

Sports

Australia's surf scene is evolving, with older Gen Yers and Gen Xers riding the waves at higher rates than young people. From surf parks to mental health initiatives, the sport is becoming more accessible and diverse, reflecting broader societal trends in fitness and lifestyle.