The surfing industry, once a dominant force in the 1990s and 2000s, is now trying to find a new direction as it deals with falling profits and new challenges. According to the European Association of Watersports Manufacturers (Eurosima), the European market for surfing-related products is worth more than 2.2 billion euros. However, the industry has changed a lot since the Covid-19 pandemic, with more people than ever before taking up the sport. Historical surf brands like Quiksilver, Rip Curl, Billabong, and Oxbow have struggled as investment funds have entered the market, changing the image of these brands. Dave Mailman, former marketing director at Quiksilver Europe, pointed out that it's hard to sell a counterculture and subversion when a brand is listed on the stock exchange. Emmanuel Debruères, CEO of Oxbow, said that the brand, now a small to medium-sized enterprise with 120 employees and a stable turnover of 30 million euros, has seen a decline from the 78 million euros turnover reported in the late 2000s with twice as many employees. Mathieu Lefin, CEO of Rip Curl Europe, reported a turnover of 60 million euros in 2025, with over 550 million dollars (nearly 483 million euros) in worldwide sales. He criticized a period marked by high volumes, calling it a result of greed. He suggested that the industry is currently "like an injured athlete who needs recovery and reathletization," and that Rip Curl's ability to bounce back involved "giving up a lot of turnover." Despite these challenges, surfing has never attracted so many practitioners, according to observers. The growing sports industry is now dominated by three major brands, with Decathlon, Sport 2000, and Intersport accounting for 55% of the market. The market power of Decathlon poses a certain threat to the traditional balances of the market, especially in entry-level products, according to Jean-Philippe Frey, a study officer for the UESC. Decathlon's "very good products" at "very good prices" have been acknowledged by Emmanuel Debruères, who believes surf brands must "succeed in capitalizing on this audience." Guillaume Marage, director of Sample & Co, noted that Decathlon enables access to the sport for consumers who may later be captured by traditional surf brands as they progress. Jean-Louis Rodrigues, president of Eurosima, mentioned that the textile part of the surf industry is more vulnerable to competitors such as Shein and Zara, which are taking the codes of surf brands, including luxury brands. Jean-Philippe Frey agreed that the real threat comes from the giants of fast fashion, who have accustomed customers to paying very little. He suggested that surf brands should reclaim the imagery that was once theirs.