Surfing has been a subject of study for a long time. It has been observed that surfing is endeared by a group of people who are closely bonded and show shared similar characteristics. Sociologist have closely studied surfing and documented evidence shows that it is a subculture that has closely shared characteristics (Kotler, 2006).
The number of surfers in United States has continued to grow along the beaches, mostly in Hawaii and other beaches in California and Florida. Surfers have been shown to represent diverse culture mainly based on the way they ride the wave. In addition, the purpose for surfing is also different. There are those who surf for recreation purpose while for others, it is focus of their lives (Flit, 1999).
As a result, surfing has not grown to a multibillion industry. It supports different sectors like manufacturing of surfing boards, clothing and fashion, foods and drinks, and many others. There are many people who make career riding waves in the beaches.