Beach brawl: Ski group wants to control Olympic surfing at 2028 LA Games, but surfers aren't on board

In a sport known for turf battles, SoCal surfing is facing perhaps its most epic turf challenge yet — all the way from the ski slopes of Utah. U.S. Ski and Snowboard, the Olympic organization for those sports, is making a bid to add surfing to its roster.

“When you look at the heart of what we do — supporting elite athletes and growing action sports — it makes complete sense,” Sophie Goldschmidt, the head of U.S. Ski and Snowboard, told LAist in an email. “Surfing is a natural extension of our mission.” (Goldschmidt also headed the World Surf League, a pro circuit, before taking the top job at U.S. Ski and Snowboard.)

Many surfers disagree. Ian Cairns, a former champion surfer and coach who helped develop the sport competitively, said the snow group is “ trying to ski-jack the crown jewels of surfing away from the surfing world.”

“ Effectively what they're doing is they’re skimming the cream off the top,” Cairns said of U.S. Ski and Snowboard’s bid to become what’s known as the National Governing Body for the U.S. Olympic surfing team. “They're going to take the commercial rights and they're going to put those dollars into their infrastructure.”

The backers of USA Surfing say they have proof that their rival U.S. Ski and Snowboard doesn't know anything about the sport of surfing: In a presentation to the Olympic committee, they used a surfing icon that appears to show a surfer facing backward on a board. The surfing organization has made it the centerpiece of their P.R. campaign against the group.

San Clemente native Sawyer Lindblad surfs in the 2024 Rip Curl Pro Bells Beach on March 27, 2024 in Winkipop, Australia. Lindblad is backing USA Surfing in its bid to manage the U.S. Olympic surfing team.

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Cairns and a number of other pro surfers are throwing their weight behind USA Surfing, the comparatively scrappy organization that trains and develops young surfers with Olympic dreams. The San Clemente-based nonprofit — which helped make surfing an Olympic sport to begin with — is not giving up its chance to represent Olympic athletes without a fight.

They recently launched a public relations blitz in an effort to win over Olympic leaders, who will soon decide which organization will represent the U.S. Olympic surf team at the 2028 Games in L.A. At stake is whether that team will have its home base, and the accompanying money and prestige, on the shores of San Clemente or the slopes of Park City.

The backstory: A brief history of USA Surfing’s troubles

Why is an organization focused on snow sports even in the running to take over Olympic surfing? Because USA Surfing has had a tough run of late.

Back in 2017, USA Surfing became the national governing body for the sport of surfing, charged with training young surfers, developing the sport, and nominating athletes to compete on the Olympic stage. But they lost that status shortly after the sport made its Olympic debut, in the 2021 Tokyo summer games.

That’s because in 2019, the U.S. Olympic and Paralympic Committee audited USA Surfing and found numerous problems, including failing to disclose conflicts of interest. The audit also found minimal documentation and oversight of how the organization’s leaders were spending its money. As a result, USA Surfing voluntarily agreed to relinquish its control over the U.S. Olympic surf team until after the 2024 Paris games.

Despite the turmoil, the U.S. surfing team won gold medals at both games — Carissa Moore in Tokyo and Caroline Marks in Paris (in case you missed it, the actual surfing took place in Tahiti).

During all that time, and to date, USA Surfing has been training Olympic hopefuls and holding competitions at Lower Trestles in San Clemente — the same place surfers will compete in the LA28 games.

And USA Surfing now has entirely new management. CEO Becky Fleischauer told LAist the organization has done all the things the Olympic committee said it needed to in order to regain its role as the National Governing Body, including adopting financial best practices, improving transparency, and showing financial stability.

Fleischauer called the surfing competition at the 2028 games a “legacy building opportunity.” “We want the Olympics to provide the lift to the surfers, the community, the businesses, and our program,” she said.

Despite the high stakes, Fleischauer declined to diss on U.S. Ski and Snowboard and their bid to intrude on the local surf turf.

“ We never really wanted to be in an antagonistic position with another sport that athletes work really hard to do,” she said.

Ian Cairns, a former surfing champion and coach, is among those campaigning for USA Surfing to oversee the entire pipeline of U.S. competitive surfing, including the U.S. Olympic surfing team. (And yes, that neck brace is the result of a surfing accident.)

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What’s this really all about?

For most of the public, the Olympics are a national ego-boosting spectacle and a chance to watch athletes and sports that usually don’t get much play in the mainstream media. But the Olympics are also big business.

For one thing, there are sponsorships from companies that want their name associated with popular sports and winning athletes. For another, national governing bodies for Olympic sports get money directly from the Olympic committee. Both US Ski and Snowboard and USA Surfing acknowledge that money is part of their motivation.

For the winter sports group, adding surfing would free them from their seasonal confines. “From a commercial perspective adding a summer sport to our winter sport portfolio gives us year-round assets and programming to sell,” US Ski and Snowboarding wrote in its official bid to absorb Olympic surfing. (Goldschmidt told LAist that U.S. Ski and Snowboard also is interested in assuming control over Olympic skateboarding.)

If that happens, USA Surfing would essentially continue to do most of the work to develop and support the nation’s top surfers without reaping the benefits of representing them at the world’s most venerated competition.

“ It would siphon money and opportunity,” Fleischauer, from USA Surfing, said of the possibility of permanently losing control over Olympic surfing.

On the flip side, she said, “We've talked to sponsors who would support us at another level if we were the national governing body.”

Of course, there are those who wish surfing had remained the weird, counter-culture activity it once was, out of the limelight, anti-commercial. But that ship sailed long ago.

Today, surfing is a $9 billion industry, according to an article published earlier this year in the Orange County Business Journal. And many of the top brands have their roots in Orange County. They also stand to benefit if USA Surfing wins its Olympic bid, said Vipe Desai, executive director of the Surf Industry Members Association, a trade group.

“This is about local jobs, the local economy, local businesses,” Desai said. “If this money gets transferred out of state to another region, it's not going to support the business and the culture.”

Big snow, big money

Financially, U.S. Ski and Snowboard is a goliath compared to USA Surfing. The snow group took in over $38 million in revenue in 2024 compared to less than $900,000 for USA Surfing, according to tax statements. But that’s at least in part because U.S. Ski and Snowboard has 10 Olympic sports in its current portfolio with dozens of athletes.

Goldschmidt, the head of U.S. Ski and Snowboard, said the group’s robust infrastructure, including high-tech training facilities and “commercial support” for athletes (read: sponsorships) would benefit elite surfers.

“I respect the passion and pride that people have within the surf community," Goldschmidt wrote in an email to LAist. “This isn’t about taking anything away — it’s about adding to what’s already been built.”

Growing support for USA Surfing

As the date nears for a decision from the U.S. Olympic and Paralympic Committee, USA Surfing has garnered some key support for its bid. In June, they announced a multi-million dollar investment from San Clemente-based businessman Kipling Sheppard, intended to kickstart an endowment for the organization.

“Our motivation is simple,” Sheppard said. “It's to keep surfing with the surf community and those that are involved in it day-to-day and make sure that the Olympic ‘lift’ that will occur here in San Clemente benefits the people and the community of San Clemente.”

The International Surfing Association, which is recognized by the International Olympic Committee as the authority on competitive surfing, is also backing USA Surfing. That’s key because surfers have to surf in ISA competitions to qualify for the Olympics. Perhaps an even bigger snub: The World Surf League, Goldschmidt’s former organization, is also backing USA Surfing.

USA Surfing has also clinched a bunch of letters of support from local leaders, including a group of U.S. Congress members, O.C. Supervisor Katrina Foley, and the San Clemente City Council. And they have support from some of the nation’s top surfers. Sawyer Lindblad was among a group of pro surfers who showed up at a San Clemente City Council meeting in August to ask for support for USA Surfing. Lindblad, a San Clemente native, was fresh off her first place win, two days earlier, at the 2025 US Open of Surfing in Huntington Beach.

“ I don't think I would be as successful as I am without them,” Lindblad said of USA Surfing. “ It truly shaped me into the surfer I am today.”

 Kirra Pinkerton, another San Clemente native and the 2022 International Surfing Association World Champion, is also throwing her support behind USA Surfing.  “Obviously all of our goals eventually is to qualify for the Olympics,” she said. “I believe the best way to do that is to stick to what our roots are.”

Asked whether fellow athletes might appreciate the bigger platform and deeper coffers offered by U.S. Ski and Snowboard, Pinkerton said she doubted the snow sports group would find much support in the water.

“ Surfers will back surfers forever,” she said.

The ultimate decision about which of the two groups will represent surfers on the world stage is up to the U.S. Olympic and Paralympic Committee. They’re expected to hold their second and final public hearing on the issue later this month, although the exact date hasn’t been set.

CORRECTION: An earlier version of this story incorrectly stated that USA Surfing had lost its status as the national governing body for Olympic surfing prior to the 2021 Tokyo games.