Walliser wants to expand surf facility

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Mountain surfers from Valais have been successful in this country. Now they want to make waves internationally. “We decided to expand abroad with Alaïa,” says Adam Bonvin, founder and boss of Alaïa, the Valais recreational sports company that employs up to 200 people in high season. And, according to their own statements, it is already profitable.

Bonvin wants to open five to ten surf and skating locations worldwide with world-class standard accommodation.

40 surfers can train at the same time

Bonvin, son of Valais real estate entrepreneur Stéphane Bonvin, estimates that, as of 2021, his fortune on his “balance sheet” is more than two billion francs, he now runs a hotel in Crans-Montana VS, including the huge estate Alaïa Lodge. Indoor and outdoor facility called Alaïa Chalet for various action sports like Skateboarding, BMX, Scooter and Parkour.

At the same time, he opened a surfing pool in Sion that is unique in the European continent. “We can produce over 1,000 waves per hour and can train up to 40 surfers simultaneously,” says Bonvin. They counted more than 200,000 visitors in the first two years. An investment of 30 million francs was made in the facility.

For international locations with hotels, skateboarding and surfing facilities, destinations are Northern Europe and the USA. Bonvin assumes the first pool will be there in three years at the latest – construction alone will take about 18 months. Recently, however, the Ukraine war has slowed its expansion plans a bit as investors have been more cautious.

AAA should be a fashion brand too

In addition to recreational facilities, Bonvin, himself a passionate boarder, wants to establish AAA (Alaïa Alpine Alternative) as a fashion brand – it should combine the lifestyle of surfers, skaters and snowboarders. “Previously known brands represent only one of the sports.” She has her eye on brands like Quiksilver or Billabong and wants to respond with something new.

At the end of 2022, Bonvin launched its first collection of shirts and hoodies. Alaïa is currently working on functional clothing that should work on the mountain and in the water. For example, a ski jacket that can also be used as a poncho when transitioning to surfing and wearing a neoprene suit is being considered.

Source :Blick