We’re excited to announce that The Wave and Dryrobe® have renewed our partnership, celebrating six years of working together and looking forward to a bright new chapter ahead.
A Shared Journey
From the very beginning, Dryrobe® has been part of The Wave’s story. When we opened our doors in 2019 as a world-first inland surfing lake, they were right there with us, keeping our team of surf coaches, lifeguards and hosts warm and dry as they supported thousands of surfers every year.
But this partnership goes far beyond practical kit. We share deep-rooted values: a love of water, waves and the outdoors, and a commitment to helping people stay active in nature all year round. Both brands are built on purpose as much as performance, striving to create positive impact for people and planet.
Looking Ahead
This renewal comes at a really exciting moment for us. Following a recent change of ownership, The Wave is stepping into a new era. Renewing our partnership with a long-term partner like Dryrobe® is a powerful signal of confidence in our future as a thriving, forward-thinking hub for the UK’s surf community.
We are both world-first businesses that have established completely new sectors and aim to show that businesses can be a force for good. Together, we’re proud to support all levels of surfing, from grassroots to professional surfers, and with a particular shared support for the UK's para or adaptive surfing community.
Working for People and Planet
Sustainability is at the heart of this partnership. As part of our renewed agreement, we’re working with Dryrobe® and Reskinned on an exciting new scheme to recycle and repurpose old Dryrobe®s that are no longer fit for everyday use. This aligns perfectly with our shared goal to minimise environmental impact and drive positive social change.
Q&A with Nick Rees, Global Partnerships Manager at Dryrobe®
Dryrobe® has been part of The Wave’s journey since day one. What made this partnership feel like the right fit from the start?
From the beginning, we could see that The Wave was going to be something really special - a world-first inland surfing lake, built with a clear sense of purpose. Surfing is at the heart of who we are at Dryrobe®, so it was a natural fit. We’ve always admired The Wave’s ambition to get more people outdoors and in the water - which completely aligns with what we exist to do - and it’s been amazing to grow alongside them.
Surfing is such a core part of Dryrobe®’s identity. Can you tell us a bit about how the brand started and why surfing remains so important today?
Dryrobe® was born on the beach. Our founder, Gideon Bright, came up with the original design after years of changing out of wetsuits in freezing car parks after surf sessions. Surfing is where it all started for us, and it continues to inspire everything we do. It’s not just a sport, it’s a community and a lifestyle, and we’re proud to keep supporting it in every way we can.
You’ve renewed the partnership after 6 years. What makes The Wave such a special place for you personally, and for the brand?
The Wave is the original surf park - that I feel has set the tone for what these surf park destinations can and should be. For me, it’s always felt like more than just a place to surf. It’s about people coming together, whether they’re complete beginners or seasoned surfers. That spirit of inclusivity really resonates with us at Dryrobe®, and it’s why we’re so committed to continuing this partnership.
Both Dryrobe® and The Wave share a focus on sustainability. What excites you most about the Reskinned scheme and other eco-initiatives you’re working on?
We’re really excited about the new scheme with Reskinned. Dryrobe’s are built to last with many of our first still going strong a decade later, but eventually for the staff at The Wave and their heavy daily duty usage since opening it’s important to update the kit. This will ensure they are as fit for the intense usage and that the Wavemakers stay warm and dry. Working with The Wave to give old robes a second life is a brilliant example of how businesses can come together to find practical, sustainable solutions. It’s exactly the kind of initiative that shows our values in action.
The Wave is home to surfers of all ages, backgrounds and abilities. How does Dryrobe® see its role in supporting grassroots, professional and adaptive surf communities?
For us, it’s about making sure everyone feels welcome and supported. We’ve worked with grassroots surf clubs, elite athletes and the adaptive surf community for years, and we’re passionate about levelling the playing field so that surfing really is for everyone. We have actively supported athletes and events at every level, partnering with organisations such as The Wave Project and supporting Team England Adaptive Surfing by providing kit, funding and visibility, helping athletes compete on the world stage. The Wave shares that vision - for example being the training centre for Team England Adaptive and hosting the English Para Surfing Open comp - and that’s one of the reasons this partnership is so powerful.
Beyond surfing, Dryrobe® has become a global name in outdoor adventure. How does this partnership with The Wave connect to that wider vision?
At Dryrobe® we talk a lot about enabling people to do more of what they love, outdoors, all year round. Whether it’s surfing, swimming, trail running or just walking the dog, it’s about breaking down barriers to adventure.
Through our Warmth Project - our social impact initiative - we have donated thousands of products and grants to charities and community groups, including surf therapy and adaptive sports programmes. The project has already supported over 200 grassroots organisations worldwide, ensuring more people, regardless of ability or background, can access the benefits of being active outdoors.
The Wave embodies that same spirit, encouraging people to embrace nature and try something new, even if they’ve never stepped on a surfboard before.
Looking ahead, what do you hope this renewed partnership will achieve for surfers and the wider community?
I’d love to see us continue to inspire people to fall in love with surfing and the outdoors, and to do it in a way that creates lasting positive impact. Together, we can support the surf community at every level, while also showing that business can be a force for good. That’s something I’m hugely proud of.
Want to learn more about our mission and impact? Take a look at The Wave Impact Report 2024-25.