The Journey So Far
Actually looking back upon SSR we have now almost come full circle with the brand.
SSR launched a manufacturing program by building a product range of surfboards, apparel and accessories in Western Australia and exported the products to Indonesia. The Indonesian surf team consisted of Made Reno, Wayan Swasta and Ketut Swa. All three Balinese surfers had some great contest results on the Indonesian pro / am tour throughout the 1990's riding SSR surfboards. Then retail proprietor John Ardi started to import SSR into Indonesia through The Board Shops located at Jalan Poppies Lane in Kuta, next to Tubes bar and cafe.
Both John Ardi and Rizal Tanjung were true pioneers and are some of the first Indonesians to have the vision of building the surfing industry which included retail operations, surfboard and clothing companies.
They could see this direction would create employment and provide new opportunities for future Indonesian generations. Unfortunately John Ardi from Sumatra passed away during the Bali terrorist attack at Sari nightclub in 2002.
During the year of 2010 the SSR brand re- launched by opening new stores in South East Asia and the journey so far for us has now become almost complete but there is still plenty of work to do.
Today John Ardi would be so happy to see the progression of Indonesian surfing and the surf travel tourism industry which now employ many people from all over the archipelago.
The other place of interest is one of the oldest and biggest long time hangouts for local and visiting surfers. It's a sand floored place in Kuta named Tubes - A surfers bar and restaurant.Tubes is in fact a living museum of modern era surfing in Bali where you will also see vintage surfboards and other surfabilia that evokes memories of Indonesian surfing days past, present and even in the future.
Classic surf gear hangs here and there from the walls and rafters and non stop music and surf videos fill speakers and screens throughout this hybrid place. In addition to just business, the Tubes management has over the years been a prime sponsor of local surf contests and in house surfing award ceremonies, in both amateur and professional sectors of surfing.
From 2003 - 2008.
I decided to move towards a different direction and became involved in surf travel tourism in Indonesia on behalf of Freeline Indonesian Surf Adventure Tours. This became a wonderful opportunity to meet new people throughout the Indonesian archipelago.
