SIMA (Surf Industry Members Association) plays a vital role in supporting and advancing the surf industry by bringing brands, retailers, and service partners together around a shared mission. Through advocacy, community-building, and industry insights, SIMA helps ensure the long-term health and growth of the surf ecosystem.

In this conversation, NRI’s VP of Business Development, Ryan Dale-Johnson, and SIMA’s Executive Director, Vipe Desai, sit down to discuss the importance of industry partnerships and the impact of collaboration. They explore why NRI chose to partner with SIMA, how that support helps strengthen the surf community, and what it means for brands looking to grow and thrive. Together, NRI and SIMA are working to build a stronger, more connected future for the surf industry.