We learned about AllWaves last year on a visit to Belgium with Blair Conklin and crew in tow. During our visit, we saw firsthand the wave pool’s potential, documenting the unique circles of swell pumped out by its submerged bouncy pillow wavemaker.

Since then, the Instagram-sphere has blown up—not with clips of pros doing amazing airs, but with videos of gentle, perfect, rolling beginner waves.

Marie-Laure Clement of AllWaves shares how market demand is shaping the next step for Knokke-Heist’s wave pool technology.