Private Surf Clubs: A New Business Model

Imagine riding perfect waves on-demand, sipping a cocktail by the pool, and networking with fellow surf and sports enthusiasts, all without the crowds and chaos of a public beach.

Welcome to private surf clubs, where exclusivity meets the surf lifestyle. It's not just about catching waves anymore, it's about catching value.

In this article, we’ll provide a quick overview of private surf clubs, highlight key examples, and explain the business model.

Let’s dive deep into this rising tide of a business model.

The Rise of the Experience Economy

It is not a secret that Millennials and Gen Z are willing to pay more for unique experiences. Research shows that these generations prioritize experiences over material goods.

So gone are the days when people only wanted to own things. Now, it’s about experiencing them. Surfing, once a subculture of barefoot nomads, is now squarely in the center of the experience economy.

People want:

• Lifestyle, not just a sport.

• Photos for Instagram.

• Stories to tell.

Private surf clubs are tapping into this shift by offering curated, high-end, unforgettable experiences. But it is not only about experiences. It is also about having a private space to enjoy, to network, and to relax.

Exclusive vs. Public

Pebble Beach Golf Links

People seek membership in private clubs for a combination of exclusivity, prestige, and tailored experiences that align with their lifestyle aspirations. Private clubs cater to a desire for status, offering members a sense of belonging to an elite community where access is restricted and social capital is heightened.

Members often value the privacy and curated environments these clubs provide, such as impeccably maintained golf courses, upscale dining, or secluded beaches, which contrast with crowded public alternatives.

Networking opportunities are another draw, as clubs foster connections among like-minded individuals in professional, social, or recreational contexts, creating spaces for collaboration or leisure among peers of similar socioeconomic standing.

Personalized services—such as priority bookings, dedicated staff, and member-exclusive events—enhance convenience and luxury, while amenities like spas, fitness centers, or golf pro access add practical value.

For some, membership is also a family tradition or a long-term investment in maintaining a certain lifestyle, offering stability and continuity.

Ultimately, private clubs blend tangible benefits with intangible social currency, fulfilling both practical needs and aspirational identities. Public surf clubs often promote community access and education. In contrast, private clubs focus on:

• Luxury

• Privacy

• Controlled crowd sizes

Think of it as the Soho House of the surf world.

Defining Private Surf Clubs

At its core, a private surf club is a members-only venue offering controlled access to premium surf environments, typically artificial wave pools or secluded beachfront.

Features of Membership

• Priority or unlimited surf sessions

• Locker rooms, spas, lounges

• Wellness programs (yoga, rehab, surf coaching)

• Member-only events and parties

Business Model Breakdown

Private surf clubs aren't just expensive playgrounds — they can be well-oiled financial machines.

Let's break down the revenue streams, and at the end, we'll run a concrete financial calculation for the private surf club in São Paulo, Brazil — Beyond The Club SP.

Membership Revenue

• Monthly or annual fees

• Tiered levels (standard, premium, founding member)

Limited Public Access

Some clubs allow a set number of non-members through:

• Day passes

• Event tickets

• Guest invitations

Sponsorships & Partnerships

Luxury brands, surfwear companies, and beverage sponsors all want to be part of this lifestyle-driven ecosystem. Securing local or national sponsorships and partnerships is a key revenue stream for the club.

Additionally, these sponsors can book the venue for events, brand activations, or team-building activities, creating valuable opportunities for additional income.

The Infrastructure Behind It

Private surf clubs require serious capital and planning.

Premium Properties

High-end clubs are often:

• Located in resort areas

• Attached to real estate developments

• Near urban hubs for convenience

Target Market and Demographics

Who joins a private surf club?

• High-Net-Worth Individuals (HNWIs) 

• Digital nomads and tech entrepreneurs

• Brands and agencies using it for content and client entertainment

• Families looking for safe, structured surf

Benefits of Private Surf Clubs

You get:

• Guaranteed waves on a schedule

• No localism or surf politics

• Amenities like cafés, spas, coworking spaces

• Community of like-minded surf enthusiasts

  
  

Challenges and Risks

Of course, it’s not all smooth surfing. There are some challenges that the private surf founders should consider.

High Initial Investment

Building a wave pool can cost $10M to $50M, depending on size and tech. Of course, real estate costs can be a significant factor, especially depending on the location.

In addition to the wave pool, the project will include restaurants, bars, a gym, and a spa—leading to additional construction and development expenses.

Local Backlash

Some coastal towns push back against privatization of surf culture.

Retention Problems

Without consistent waves, engaging events, or ongoing value, members may lose interest once the initial excitement fades. That’s why keeping the club dynamic, entertaining, and regularly updated is essential for long-term retention.

The Real Estate Angle

Private surf clubs are often part of larger real estate plays. Developers use surf parks to:

• Boost land value

• Attract luxury home buyers

• Differentiate lifestyle offerings

Some clubs might sell villas or condos directly on-site.

Revenue Streams Beyond Surfing

A smart club doesn’t just sell waves.

• Events: Think weddings, brand activations, music festivals.

• Merchandise: Club-branded wetsuits, boards, and lifestyle apparel.

• Food & Beverage: Craft beer, vegan tacos, green smoothies — all with a surfside view.

Example: Beyond the Club SP

Here’s how it works at Beyond the Club São Paulo—a private surf club built around a newly developed wave pool and a wide range of premium amenities. The club features Wavegarden’s cutting-edge Cove technology, including a brand-new bathymetry design and a 62-module Wavegarden Cove wave generator—the largest and most powerful of its kind ever built.

In addition to world-class surfing, members and guests have access to an expansive list of facilities: indoor and outdoor pools, soccer fields, and high-tech simulators for skiing, snowboarding, golf, and motorsports. The complex also includes a 78-room hotel, nine restaurants offering diverse international cuisines, a surf academy, a retail surf shop, and a multi-sport club.

There are courts for beach tennis, tennis, padel, and squash, a 2,000 m² gym, a skate park designed by professional skater Bob Burnquist, a spa, physiotherapy center, beauty salon, wine cellar, jazz bar, and nightclub.

Membership requires a one-time payment of R$715,000 (approximately $143,345 USD), which can be paid in installments. Of the 3,000 available family memberships, 1,500 have already been sold. There is no annual fee. The total construction cost is estimated at R$1.1 billion (around $195 million USD).

Beyond the surf experience, members enjoy exclusive access to the Surf Clubhouse, which includes a lounge, restaurant, bar, and outdoor relaxation areas with pools and shaded seating—all with a view of the artificial beach, wave pool, and the São Paulo skyline. The club is designed to offer a complete lifestyle experience, far beyond just surfing.

For non-members, nearby hotel accommodations start at $55 USD per night, making it accessible to visitors who want to experience Brazil’s first artificial wave pool. Membership applications are subject to a thorough screening and approval process.

Numbers for Beyond the Club SP

Even if they sell only 2,000 out of the 3,000 available memberships, that would generate $286 million in revenue (2,000 x $143,000). Considering the estimated construction cost of $195 million, that’s already a profit of around $90 million on CAPEX alone.

On top of that, the club itself is likely to be highly profitable given the extensive range of revenue-generating amenities and services. If the company also owns the surrounding real estate, the potential returns from property development or resale could further increase overall profitability.

All in all, the financial outlook for this project appears very strong.

Tips for Entrepreneurs

Thinking of riding the wave?

• Do a Feasibility Study — gauge local demand and costs.

• Choose the Right Tech — understand licensing and maintenance.

• Build a Community — it’s more than a wave; it’s a tribe.

Get Consultation

Conclusion

Private surf clubs aren’t a fad — they’re a blue ocean opportunity. Combining exclusivity, technology, and lifestyle, they’re turning surfing into a premium, curated experience.

As wave tech improves and the appetite for experiences grows, expect more of these clubs popping up across the globe.

Whether you’re a surfer, an investor, or a real estate developer — this is one wave you won’t want to miss.

FAQs

What makes private surf clubs different from public ones?

Private clubs offer exclusive access, luxury amenities, guaranteed waves, and limited crowding — creating a premium surf experience.

Are private surf clubs only for the wealthy?

While often expensive, many offer tiered memberships or day passes, opening access to a broader audience.

What technologies power private wave pools?

Wavegarden, Surf Lakes, and PerfectSwell are among the top technologies, each offering unique wave features and experiences.

How do private surf clubs impact local surf culture?

They can create tension by commercializing surf spaces but also offer safer, more inclusive environments for beginners and families.

Can private surf clubs be sustainable?

Yes — many integrate renewable energy, water recycling, and local partnerships to reduce their footprint.