The Best Wave of Your Life

When James Gudgeon is not analysing shopper behaviour at DECIDE., he’s off surfing and I can understand why – it’s apparently highly addictive and one of the most popular board sports ever invented. There are over 20 million surfers in the world, and the number is growing fast.


To celebrate International Surfing day on 20th June (dedicated to the sport of surfing and the surfing lifestyle and the hugely important sustainability of ocean resources), we asked James to give us a tiny insight into his exhilarating sport……

“Picture this.

Deep on the inside behind the rocks Eugene fanning strokes into what can only be described as the best wave you have seen in your life.

With typical ease his slide drop into the pit is seamless and from your shoulder hopping position, the view is sensational.

However, one of the

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