Reumo
The images of 'Nirvana' with beautiful beaches and perfect waves have transformed the surfing in one of the action sports most practiced worldwide and has grown significantly in the last decade. The surfer stereotype as an idle and irresponsible guy and surf as counterculture has given way to appreciation and recognition of the benefits and the economic, social and cultural potential of surfing as a sport and lifestyle. Surprisingly, there is practically no academic research on the surf industry in Brazil, despite its relevance for the economy and the environment. Therefore, this exploratory research investigates the initiatives towards sustainable development at Mormaii – the largest company in the Brazilian surf industry, discuss the key challenges for the transitions to sustainability in the surf industry in Brazil, and suggest future studies for this new field of research.
This case study shows that Mormaii is a company founded by a surfer doctor with entrepreneurial spirit that anticipated a market demand, which was the need for wetsuit for surfing in cold weather in southern Brazil. He went on to produce and sell his solution promoting a real leap forward in the wetsuit market as a whole. Through innovation, Morongo taught the southern surfers to demand one new product for surfing.