SIMA gathered nearly 100 industry executives and retailers in Cabo this week for the 21st annual Surf Summit.

Companies in attendance this year range from Zumiez to Boardriders,Oakley, Reef, Rip Curl, Surfer, Vans, Vissla and Volcom. Some new faces this year include Ron Walden, Agenda’s new Group Vice President, and Erik Forsell, CMO of Alterra Mountain Company.

A few got an early start to the trip with a beach camping tradition on the East Cape, but SIMA officially welcomed the industry on Tuesday, May 15, at the Marquis Los Cabos Resort with gift bags and cold beers sponsored by Moss Adams, followed by dinner poolside with a welcome address from Surf Summit chairman and RVCA Global GM Kevin Meehan. The night capped with a keynote talk from three-time Paralympic Gold Medalist, Alana Nichols.

Thursday got started with a panel discussion on “Preparing for the Olympics” with Saatchi & Saatchi Associate Director Sponsorship & Experiential Marketing Global Olympics Leanne Buckingham, IMG Senior Vice President Mark Ervin, Red Bull Senior Director of Sports Marketing Josh Kendrick and Alana Nichols.

The day also featured presentations from Microsoft Senior Communications Designer and best-selling author Geoffrey Colon, which focused on marketing in an era of “attention economics,” as well as a talk from Bobby Hundred, co-founder and chief creative officer of streetwear brand The Hundreds, about what surfing can take away from streetwear’s “greatest lesson.”

SIMA brought back the Summit’s focus sessions, where attendees break off into small groups and are presented with real-life situations focused on their businesses to weigh and discuss viable solutions.

Thursday marks day three of the Summit, and attendees will hear from Zumiez CEO Rick Brooks, Alterra Mountain Company’s Forsell and learn more about surf parks and their future with a panel discussion.

After seminars, the industry will gather on the beach for Surf Summit's closing ceremonies, featuring a discussion between event host Pat Parnell and professional surfer Dusty Payne, who has seen his ups and downs recovering over the last few months from a scary wipeout at Backdoor.

More Content from TransWorld Business

Rip Curl Promotes Dylan Slater to President, North America

Outdoor Retailer Moves OR + Snow Show Dates To Better Align with Buying Groups

How a Streetwear Vet is Bringing Lessons From the Apparel Industry to Craft Beer