Surfing Australia has announced the appointment of renowned entrepreneur and business strategist Janine Allis to its Board of Directors, ushering in a new chapter for the organisation as it strengthens its commercial strategy and expands its national reach.
A household name in Australian business circles, Janine Allis is best known as the founder of Boost Juice Bars, a global retail phenomenon that has grown to over 900 stores across 13 countries. As the force behind Retail Zoo, she has transformed the retail and hospitality space, pioneering approaches to brand development, consumer engagement and scalable growth.
Now, she’s turning her talents to the ocean.
“All Australians feel connected to the beach in some way — surfing is woven into the fabric of Australian life — from little groms to spirited 80-year-olds still chasing waves,” said Allis. “We've long held a proud place on the world stage, and that’s thanks to the incredible work done by so many before me. I’m honoured to join the Board of Surfing Australia and look forward to contributing to its continued leadership and support of everyone who loves the ocean, from the elite to the everyday surfer.”
Her appointment marks a significant step in Surfing Australia's continued evolution — from grassroots participation to international competition, and from passionate surf culture to sharp business acumen.
Janine Allis brings decades of experience in strategic growth, leadership development, and brand-building to the organisation. Her role is set to be a driving force behind Surfing Australia’s efforts to diversify its revenue streams, enhance digital innovation, and ensure long-term commercial sustainability.
As CEO of Surfing Australia Chris Mater noted, “We are delighted to welcome Janine to the Surfing Australia Board. Her visionary leadership, business acumen, and commitment to fostering talent make her an invaluable addition to our team. As surfing continues to grow, both as a grassroots sport and on the world stage, Janine’s insight will be instrumental in shaping our future.”
With a sharp understanding of the consumer landscape, Allis is expected to guide new sponsorship opportunities and refine Surfing Australia’s broader commercial strategies — all while keeping the core spirit of surfing front and centre.
Championing Women in Sport
Beyond her business credentials, Janine Allis is also a passionate advocate for gender equality and female empowerment, making her appointment a meaningful moment for Surfing Australia’s vision for inclusivity.
Her leadership is expected to bolster initiatives that promote female participation, leadership and representation in surfing — from the boardroom to the beach.
“As a highly successful female entrepreneur, Janine’s appointment reinforces Surfing Australia’s commitment to driving greater female participation and leadership within the surfing community,” the organisation stated. “With her passion for empowering women, Janine will support initiatives that inspire young female surfers and elevate opportunities for women across all levels of the sport.”
Chair of Surfing Australia, Adrian Buchan, welcomed the new appointment, highlighting Allis’s unique combination of business smarts and cultural fit.
“It’s a privilege to welcome Janine to the Board of Surfing Australia,” he said. “I’ve followed her success and I’m excited to have her voice joining us at board level. Janine brings with her a wealth of business knowledge and experience that will help shape our strategy as well as a deep love of surfing and its transformational impact on lives.”
That passion aligns with Surfing Australia’s broader mission to support every surfer — whether they’re chasing Olympic gold or catching their first wave.
Outside of her commercial success, Janine Allis has become a familiar figure in Australian media and culture. She’s a bestselling author, mentor and media personality, with appearances on Shark Tank, Australian Survivor, Celebrity Apprentice, and most recently Gordon Ramsay Food Stars.
She’s dedicated to helping individuals unlock their potential — a purpose that resonates strongly with Surfing Australia’s ambition to nurture not just athletes, but people.
As the sport continues to build momentum on the global stage, including its recent addition to the Olympic Games, her appointment is a clear signal of the organisation’s commitment to innovation, excellence, and expanding surfing’s reachacross Australia and beyond.
