Someone has to do it.

World Surf League CEO Erik Logan appeared recently on the much-loved Lipped podcast and dropped jaws with an incredibly rosy assessment of professional competitive surfing. Engagement through the roof, new fans turned each and every day, partners fighting each other to throw money at the unfolding glory.

Long part of the bullish WSL growth push, since it was acquired for free by billionaire Dirk Ziff, has been converting those who don’t surf but fall in love with the “sport” as passive consumers much like the UFC has non-combat fans and football has non-brain damaged ones. Transitioning into “real,” as it were, or at the very least “legitimate.”

I am certain both China and India have multiple of these wonders who spend fourteen to sixteen hours a day locked in small cubicles loving professional competitive surfing deeply but for anything to really pop it has to pop in the great United States of America.

Even diminished, the land of the free, home of the brave, still reigns pop supreme.

And so I will drive from Cardiff by the Sea to Albuquerque, New Mexico, to Oklahoma City, Oklahoma to Memphis, Tennessee before ending in Nashville. My steed, a 2012 Volkswagen Jetta Wagon in black, that must be delivered to my ultra-talented soccer playing daughter at Vanderbilt.

Leaving in hours.

What will I find in bars and roadside hotels along the way? Gas stations and rest stops?

Graceland?

That, friends, will be the story of our time.

Of professional competitive surfing’s true rise or, as the case may be, Logan’s lies.

More as the story develops.

Surfing Los Angeles