When Fernando Aguerre was first elected president of the International Surfing Association (ISA) in 1994, the organization was a modest operation, symbolized by a cardboard box filled with papers and a $5,000 cheque. Thirty years later, the Argentine visionary is preparing to pass the torch, having transformed the ISA into a robust body representing 116 countries and achieving the improbable goal of introducing surfing to the Olympic Games.
“When I got (elected), it was literally a cardboard box like this, with papers and a $5,000 cheque, so I was like, ‘I can’t go wrong, because I’m already at ground zero!'” Aguerre told Reuters in a recent interview.
Aguerre’s journey with the ISA is a story of dedication, vision, and passion for the sport of surfing. Having sold the footwear company he co-founded with his brother for a sum reportedly in the region of $100 million, Aguerre dedicated his time to the ISA pro bono. His motivation was never financial; it was about the love of the sport and the desire to see it grow on the global stage.
“I don’t make money – I’m free, so I’m a good deal,” he laughed when asked about his impending departure from the ISA leadership. Aguerre pushed for a new bylaw in the ISA constitution that precludes him from running after 2026, marking the end of his formal leadership. However, he hopes to retain a role within the organization, ideally as a senior advisor or “head cheerleader,” as he humorously puts it.
Often seen sporting a Hawaiian shirt, a straw hat, or a bow tie—and sometimes all three—the irrepressible 66-year-old Aguerre is a familiar figure in the surfing world. He still surfs most days, demonstrating his deep connection to the sport. In Tahiti, just days before the opening of the Olympics, he took his family to a nearby black sand beach to catch some waves, embodying the spirit of surfing that he has championed for decades.
Aguerre’s leadership style is personal and engaging. He greets people in various languages, throws shakas (the Hawaiian hand gesture) at surfers, locals, and officials alike, creating a warm and welcoming atmosphere wherever he goes. This personal touch has been instrumental in building relationships and garnering support for surfing within the Olympic community.
The inclusion of surfing in the Olympic Games was a dream shared by Aguerre and Duke Kahanamoku, the Hawaiian who won swimming gold medals in the 1912 and 1920 Olympics and introduced surfing to the world. “This is my gold medal,” Aguerre said, reflecting on the achievement of bringing surfing to the Olympics. “Seeing happiness around, fulfilling the dream of Duke Kahanamoku, 100-something years ago—an Olympian, a gold medallist, a surfer that swum faster than anybody. He hoped this would happen one day—of course, it didn’t happen for 100 years.”
Aguerre faced numerous challenges in his quest to bring surfing to the Olympics. Initially, there was little appetite for the sport within the Olympic community. However, when Thomas Bach took over as president of the International Olympic Committee (IOC) with a mandate to modernize the Games, the door opened for new sports like surfing.
Surfing’s debut at the Tokyo 2020 Olympics (held in 2021 due to the COVID-19 pandemic) was a resounding success. It not only brought a new, younger audience to the Olympics but also showcased the unique lifestyle and culture of surfing to billions of viewers worldwide. This success ensured surfing’s inclusion in the Paris 2024 Games, as well as in Los Angeles in 2028 and Brisbane in 2032.
Reflecting on the journey, Aguerre acknowledges that his initial ignorance of the complexities involved was, in some ways, a blessing. “If I look, in retrospect, I think it took some ignorance on my side of understanding how complicated the process was,” he recalled. “If they really tell you how difficult the road will be, you might not go, you might not even get out of the house to go there. I think my ignorance was in many ways a blessing.”
Aguerre’s background in organizing events in Argentina’s Mar del Plata, where he grew up, helped him develop the skills necessary to navigate the intricate world of international sports administration. He moved to California in 1984, the year Los Angeles last hosted the Games, and it is fitting that he will witness surfing’s Olympic inclusion in his adopted home in 2028.
“In California a few years ago, the parliamentary body called the assembly passed a law declaring surfing the official sport of California,” he said. “It’s not baseball, it’s not skateboarding, it’s surfing. So it’s so appropriate that surfing will be in the Games there.”
As Aguerre prepares to step down, he leaves behind a legacy of growth and achievement for the ISA. Under his leadership, the organization has expanded its reach and influence, and surfing has gained recognition and respect on the global stage. His vision and determination have paved the way for future generations of surfers to compete at the highest level and for the sport to continue to grow and evolve.
Aguerre’s “two or three” succession plans will ensure a smooth transition of leadership within the ISA. He remains optimistic about the future of the organization and the sport, confident that his successors will continue to build on the foundation he has established.
Surfing is more than just a sport; it is a lifestyle and a culture that resonates with millions of people around the world. Aguerre has always been aware of this cultural significance and has worked tirelessly to promote and preserve it. He enjoys engaging with people, sharing the spiritual and cultural aspects of surfing, and passing on the torch to the next generation.
The inclusion of surfing in the Olympics has not only elevated the sport but also brought its unique culture to a global audience. It has highlighted the values of community, respect for nature, and the joy of riding the waves that are at the heart of surfing. This cultural impact is a significant part of Aguerre’s legacy and a testament to his dedication to the sport.
As Aguerre looks to the future, he remains committed to supporting the ISA and the sport of surfing in any way he can. Whether as an advisor, a mentor, or a cheerleader, he is determined to continue contributing to the growth and success of surfing. He hopes to be present at the Brisbane 2032 Olympics, although he jokingly acknowledges that “maybe the sharks will take me before that.”
Aguerre’s journey with the ISA is a remarkable story of passion, perseverance, and achievement. From humble beginnings to the pinnacle of Olympic inclusion, he has transformed the organization and the sport, leaving an indelible mark on the world of surfing. As he prepares to pass the torch, his legacy will inspire future generations of surfers and leaders to dream big and pursue their goals with the same dedication and enthusiasm.
Fernando Aguerre’s impact on the International Surfing Association and the sport of surfing is profound and far-reaching. His leadership has not only brought surfing to the Olympics but also strengthened the cultural and community aspects of the sport. As he steps down, he leaves behind a thriving organization and a sport that continues to capture the hearts and imaginations of people around the world. The future of surfing looks bright, thanks to the vision and efforts of Fernando Aguerre.
