The Team is the Dream – Celebrating 60 Years of Surfing Magazine

Last weekend an old team became a new team again and put together an incredible fete...

Reflecting on my early marketing career, I realize how lucky I was to join the?Surfing Magazine?crew at a pivotal time in the mid ‘90s. Back then, I met Bob Mignogna through a series of serendipitous surf sessions at Lowers, eventually pitching him my brand plan, “ING vs. ER.” Bob saw something in the vision, which set out to distinguish?Surfing?as the magazine that was alive with the present and future of the sport. In contrast, “ER” (our nickname for?Surfer Magazine) felt more like a retrospective on the past. The vision for?Surfing—a magazine teeming with the glories of high-performance surfing and cutting-edge progress in above the lip ripping and big wave braving—became a purpose and, thankfully, my job.

The plan was simple yet bold:?Surfing?would lead with a clear perspective (a definitive POV), embracing the "ING"—the present, the active, the pulse of what surfing had become and could be. In doing so, we reimagined?Surfing?not just as a magazine but as a brand that showcased surfing’s evolution, inspiring a generation of young surfers and attracting brands at the forefront of the industry. This direction meant we weren't for everyone, but we knew who our audience was—the youth, the top athletes, and the brands driving surfing’s resurgence worldwide. It became an ING THING, but our great predecessors like Dave Gilovich, Dave Kennedy, Jimbo Gaskin, Chris Carter of X Files fame, Aaron Chang, Sam George, Jim Kempton, Paul Gillane, and Barry Church helped set us up for success.

What made the vision come alive wasn’t just the plan; it was the team. With Migs at the helm, Nick Carroll driving editorial with Jamie Brisick and Scooter Leonard, and Flame’s uncompromising “best picture wins” approach, we were a powerful blend of dedication and talent. Skip Snead’s Airshows, Barry Berg’s mastery over production, Erin Foote's command of the details and planning, and a dynamic ad sales team that included Graffy, Lynchy, and Zeldo made us unstoppable. ING became a phenomenon, ultimately becoming the best-selling surf magazine globally with the highest circulation and revenue per ad page—a historic leap over our biggest competitor.

Our team was tight-knit, bound by passion and the sheer will to make our mark. Each issue was a new chapter of surfing's story, one that we told with commitment and authenticity. With people like Brian, Russ, Peter, Marcus, Eric, Jamie, Sean, Denise, Russ, Alex, Michelle, Kai, Tamara, Erin, Mary, Scott, Kenny, and so many others, we became more than just a magazine team; we were family. And I’ll never forget those years spent with some of the best in the business. The success we achieved wasn’t a stroke of luck; it was the product of everyone’s belief in our vision and each other.

Thirty years later, as our organizing committee joined a large gathering we created to celebrate?Surfing Magazine's 60th anniversary, the sense of camaraderie, purpose, and creativity came rushing back. Benji Weatherly emceed the evening, setting the stage for a memorable 20-minute documentary by Peter "PT" Townend and Dan Foote, along with a special video from Mark "MR" Richards. The night was filled with heartfelt speeches from a vibrant group of industry legends, including Shaun Tomson , Taylor Knox, Matt (Mayhem) Biolos , Don Meek, Evan Slater, Pat O’Connell, Kolohe Andino, Travis Ferre, and the closer, Bob Mignogna, who spent three decades doing the ING THING.

Watching Benji emcee, and seeing the industry greats share their love of the mag, I was reminded that “The Team is the Dream.” Our achievements were only possible because we shared a common vision and trusted one another to bring it to life.

If there’s a lesson I’ve carried forward these decades, it’s this: To achieve greatness, we need a team that sees the goal as a collective truth, unwavering and absolute, even before it exists.

You can see Jake Orness 's photos of the evening here: https://lightroom.adobe.com/shares/9341fa1269064de0a25a4b9cd5d66972

?