Launched by Adam Bonvin, Alaïa was born following a surfing trip to France. His desire: to recreate this surfing atmosphere in the Swiss Alps. Alaïa Bay became the world’s third Wavegarden Cove opened to the public. But the real story here is what happened after the grand opening. Dealing with harsh Swiss winters, pool bottom issues, and operating within a non-endemic surf culture, Adam learned harsh operational lessons early on.

It’s a common theme in the surf park space as projects discover that a successful facility relies less on sizzle reels of the pros and more on how you cultivate customer experience beyond opening day. In this candid interview, Adam shares what went wrong and how the team made adjustments to remedy each issue as it surfaced - the ongoing process of which has molded Alaïa Bay into the premier surf experience it is today.