Sunday, December 26, 2004

Surf Divas

Twin sisters Izzy and Coco Tihanyi opened Surf Diva, the world’s first surf school for women and girls in 1996, and launched a successful clothing line, surfboard brand, and surf boutique in La Jolla, California ( They were the official surfing school for the “Blue Crush” movie and have run surf camps for the likes of OP, Vans, Spy, O’Neill, Billabong, and Roxy. Surf Diva has doubled sales annually for the past several years. Staff size has grown from three in 1996, to fifty-five instructors in 2004. “We have outgrown all of the surf schools catering to men,” said Izzy Tihanyi, in an MTV interview this September.

Surf entrepreneurs Izzy and Coco Tihanyi have written a new book: Surf Diva: A Girl’s Guide To Getting Good Waves (A Harvest Original, Harcourt
February 7, 2005; $14) geared towards both women and girls who want to learn more about the world’s fastest growing sport.

The Facts: Between 1999 and 2001, the number of women reported to surf daily, rose 120%. And, it’s just continuing to grow. As of the latest survey, the number has grown an additional 160%. (From Board-Trac, the action sports industry’s leading marketing research firm.) According to SIMA (Surf Industry Manufacturers Association), women’s surf apparel is by far the fastest growing segment in the surf industry. Quiksilver saw sales of its Roxy women’s surf apparel line jump by a staggering 40% last year. Moreover, big brands are acknowledging surfing as a growing sport, for both men and women. Majors such as Billabong, Rip Curl, Pac/Sun, O’Neill, Body Glove, Roxy/Quiksilver, Vans, etc. are increasing their monetary support of major women’s surfing competitions, attracting worldwide attention.
Orly, the well-known beauty brand, is coming out with a new nail color honoring surfing, and the ad campaign will feature surfboards from SURF DIVA.

Surfing is also taking
Hollywood by storm with major celebrities like Cameron Diaz, Nick Lachey, and Minnie Driver, to name but a few, taking the plunge. Every day, expert surfers like Layne Beachley, Sofia Mulanovich, Lisa Anderson, Rochelle Ballard and Kate Skarratt are competing like the big boys, and succeeding.