The first-ever Surf Expo Africa (SEA) turned into a moving celebration of South Africa’s ocean-sport heritage as the event paid homage to the legendary John Whitmore — surfer, sailor, industry pioneer and the man widely credited with shaping the country’s surf culture.
Held on November 29–30 at the Cape Town International Convention Centre (CTICC), the expo brought together ocean athletes, creators, wellness experts and travel enthusiasts for a vibrant programme of talks, demos and activities. One of the standout moments was a special presentation by author Miles Masterson, drawn from his acclaimed biography The Oom – The Story of South African Water Sports Pioneer John Whitmore.
A Visionary Who Built South Africa’s Surfing Identity
Often referred to as “The Oom”, Whitmore wasn’t just one of the first to ride South Africa’s iconic waves at Kommetjie, St Francis, Jeffreys Bay and Elands Bay — he built the cultural and commercial foundations of the sport.
His timeline of breakthroughs reads like the blueprint of an entire industry:
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1954: Launched South Africa’s first surfboard brand, Whitmore Surfboards
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1962: Opened the country’s first surf retail outlet
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1964: Built the first modern polyurethane foam boards locally
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1965: Delivered Cape Town’s first radio surf & weather reports
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1966: Helped bring global attention to SA surfing through the classic film The Endless Summer
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1968–1978: Introduced Clark Foam blanks, Hobie Cats and the Morey Boogie to South Africa, expanding water sports access across the country
Whitmore’s entrepreneurial instinct, larger-than-life personality and relentless passion helped unite communities and nurture the competitive pathways still shaping South African surfing today.
Stories That Shaped a Legend
Masterson’s talk traced Whitmore’s evolution from curious beginner to national icon — beginning with a swimwear advertisement that sparked his fascination with surfing. His first board, a handmade 12-foot, 40kg wooden craft, marked the start of a lifelong calling.
“The glide of surfing became a primal sensation to which John was joyously enslaved,” Masterson noted — a feeling he later passed on to thousands.
A Community of Pioneers Comes Together
The tribute brought several surfing greats to the stage, including Robin Solomon, founder of Cape Town’s first surf shop; Peter Wright of The Corner Surf Shop; and Bernie Shelly, a trailblazer of women’s surfing in the 1960s.
Together, they reflected on Whitmore’s role not just as an athlete and innovator, but as a connector and storyteller who built a community long before surf culture became mainstream.
Visitors also had the chance to meet Masterson, buy the book and support environmental NGO Protect the West Coast (PTWC), which received 50% of all book-sale proceeds.
A Fitting Honour for a Cultural Giant
For the organisers, honouring Whitmore at the inaugural SEA was an obvious decision.
“You can’t tell the story of South African surfing without starting with John Whitmore,” Masterson said. “He was a pioneer, a leader, and the spark for everything that followed.”
The tribute not only spotlighted Whitmore’s unmatched legacy but also set the tone for Surf Expo Africa as a platform dedicated to both ocean culture and the future of water sports on the continent.
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