One of the iron ladies of the surfing industry, former CEO of Rip Curl, Brooke Farris is the new Marketing Manager of the WSL, the institution announced in a press release.

“Farris will lead the WSL’s global brand, marketing, communications, and social media strategy, as well as oversee events and operations for the North American region,” the statement said.

CEO Ryan Crosby stated, “Brooke is an established leader with a unique combination of surf industry knowledge, business acumen, and brand development experience. She has a deep understanding of our global fan base and brings a genuine connection to the surfing community. We are thrilled to welcome her back to the league and excited for the impact she will have on our events, partners, and fans, especially in North America.”

“Surfing is unique: it’s a lifestyle, a community, a sport, and a profession. The World Surf League plays a pivotal role, so I’m excited to join Ryan and the WSL team. This is the perfect opportunity to apply my industry experience and lifelong connection to surfing to drive the growth of the sport in North America and deliver a world-class experience to our fans around the world,” said the newly hired surfer, who will be based in California and whose position becomes effective in September.

Prior to joining Rip Curl, Farris previously worked at ASP, where she was the manager of the women's world tour.

Once CEO, the dream CEO for many because she had the business experience and core content that appealed to the industry, Farris faced some problems at Rip Curl that are unknown as to whether or not they were related to her resignation.

One was what happened with that post about the trans people. and the loss of Bethany Hamilton as a sponsor.