Surf Lakes Global appoints Troy Warfield as Chief Executive to lead global expansion

Australian-founded but now USA-based Surf Lakes Global has announced former British Airways and Topgolf executive Troy Warfield as its new Chief Executive.

In an announcement made late yesterday, the Austin, Texas, USA-based surf park developer advised "with eight projects in development (two projects now secured and approved), Surf Lakes is strengthening its global leadership team for an exciting new phase of commercial project funding and delivery."

Surf Lakes founder and former Chief Executive, Aaron Trevis explained “I’m very pleased for Troy to take on the CEO role. It is the right time to have someone with Troy’s capacity and experience to lead us into this exciting phase of commercial project delivery. Join us in making Troy welcome as he takes his immense experience from global brands and grows Surf Lakes into a leading global brand in surfing and surf anchored development.”

Trevis will remain with Surf Lakes on the Board of Directors and move into the role of Chief Technology Officer to focus on further research projects.

Warfield first joined Surf Lakes as a Director in 2020, then became Chairman in 2022.

His latest appointment will see him in dual roles as Chairman and Chief Executive.

In his previous role as Chief Executive at The Social Gaming Group, owners of the Oche brand, he led the company into its global expansion opening 12 venues globally. He has an extensive executive-level background in sports media entertainment, luxury consumer industries and travel and hospitality.

Most notably, he was President of the sports and entertainment company Topgolf International, where he was responsible for the rapid international expansion program outside of North America, signing contracts for future Topgolf growth of up to 100 venues.

Other notable roles and achievements under Troy’s leadership include:

• Executive Director of British Airways, overseeing the entire redevelopment of the Business Class Proposition.

• Chief Commercial Officer/Chief Licensee Officer International developing the global brand propositions of Avis and Budget and overhauling the Ecommerce and digital proposition for the business.

• Kimberly Clark as Vice President Europe and Managing Director UK and Ireland, where he led the business to be ranked the top FMCG business in the UK.

Looking forward to his new role, Warfield (pictured) stated “I am delighted to be taking on the additional role of CEO of Surf Lakes and would like to thank Aaron Trevis for his leadership since the inception of the brand.

"As the Surf Park Industry is now establishing itself as the next great leisure industry growth powerhouse, I look forward to working with our highly experienced team, to build our first Surf Lake, and a pipeline of many more over the years. As a result, Surfers and Non-Surfers of the world will get to experience, arguably the best technology and waves in the industry, and for commercial property developers to reap the benefits of commercial property and land value growth through our unique design and proposition.”

Surf Lakes currently has eight projects in development in Queensland and in the US states of Texas, Nevada, Florida, California and Tennessee, along with other groups showing strong interest.

As the surf park industry booms, Surf Lakes aims to lead in wave quality, size and productivity by providing a 360-degree facility that creates 2,000 rides an hour over half a mile of developable beachfront, creating multiple revenue streams and a community hub for all to enjoy.