Sophie Goldschmidt
July 12, 2019

142: Catching Waves and Going Carbon Neutral with the World Surf League

Guest: Sophie Goldschmidt - CEO, World Surf League

How can a brand save the world? They could do something flashy, like repel an alien invasion or topple Godzilla, or they could do something real and substantive, like the World Surf League. When the WSL isn’t helping pro surfers shred the next big curl (are we saying that right?) or giving sports fans a great way to soak up some rays, they’re preparing for the future. As a sport deeply intertwined with the environment, that means committing to going carbon neutral.

Sophie Goldschmidt, CEO of the WSL, has helped this goal permeate the entirety of the organization, and has noted how crucial it is to have a brand purpose worth rallying behind. On this episode, she discusses her athletics-centered marketing career, from Adidas, to the World Tennis Association, the NBA, and Rugby Football Union, as well as her commitment to brand purpose, engaging with the customers, effective company leadership, and more.

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Quotes from Sophie Goldschmidt

I want our whole organization to be obsessed with our audience. Understand who they are, what they want more of, how we can better service them.
Our ocean conservation commitments started off as more of a philanthropic idea, and of course we're doing this because it's the right thing to do, but my goodness has it been good for business.

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