Friday 01 March 2024 | The search engine for attractions buyers

How surf simulators are transforming the experience economy

Supplier: WhiteWater

More WhiteWater details
FlowRider's surf simulators offer the chance to ride waves worldwide
photo: WhiteWater
The experience economy, driven by evolving consumer trends, is poised for continued growth in the coming years. Millennials have been at the forefront of this shift, favouring memorable experiences over material possessions. This preference has extended to other generations as well, indicating a broader adoption of experience-focused spending habits in the attractions sector.

Industry leader FlowRider has held a strong foothold in the experience economy for over three decades, and has been dedicated to delivering the exhilarating experience of riding a wave worldwide. Their commitment to providing unique experiences has been evident through partnerships with Royal Caribbean Cruise Lines, installing surf simulators on their ships since 2007. This collaboration exemplifies the enduring influence of the experience economy on consumer spending habits.

One notable trend within the experience economy is the rise of ‘competitive socialising’. Activities such as mini-golf, axe-throwing, and darts, combined with food and beverage elements, create vibrant social environments that engage guests for extended periods. FlowRider's surf simulators fit seamlessly into this trend. Surf House Helsinki in Finland, which features a FlowRider Double as its centrepiece attraction, represents the epitome of competitive socialising venues.

While activities like axe-throwing and mini-golf offer enjoyable outings, they lack the association with a thriving lifestyle. In contrast, the surf lifestyle has seen significant growth since 2020 and is projected to continue its upward trajectory until 2032.

“FlowRider, with its compact footprint and technology catering to both beginners and experts, bridges the gap between the rising trend of competitive socialising and the flourishing surf lifestyle,” said Andrew Yathon, VP of Business Development at FlowRider. “The experience economy shows no signs of waning, with consumers increasingly valuing unique experiences.”

To find out how combining competitive socialising and the surf lifestyle can launch your business to new heights, visit

Supplier: WhiteWater
Richmond Canada
WhiteWater is the leading manufacturer of innovative waterpark products and active family attractions, as well as a global designer of waterparks, for world-class clients. We specialize in waterslides, multi-level water play structures, wave-generating equipment, FlowRider stationary surfing machines, harnessed adventure play, interactive water play, and water rides. Our services include park planning, engineering, manufacturing, project services, and after sales services.

We have an integrated approach not only to waterparks, but also to amusement and theme parks, resorts, hotels, cruise ships, and other family-friendly facilities. We believe in creating immersive experiences for guests. That is why we have designers and architects to design parks, which are both practical and which can be highly themed to reflect the venue’s story.


Click here to visit WhiteWater's leisure-kit listing

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