Small Business Memories – SSR


So it’s nice to now be able to finally look back upon some small business memories.

To start a core surfboard business in Perth, Western Australia is not an easy location to make a small business work. As Perth is one of the most isolated capital cities in the world. The statistic’s show that in Australia 60% of small business fail in their first three years of operation.It takes a lot of focus and drive to be able to build a business from 1988 and step thirty years into the future. There is no guarantee for success in Australia or in the global surfing market, but the base requirements are passion and to believe in your brand, listen to customer feedback and keep refining your products, provide friendly customer service and keep your business administration tightly structured and remember to pay your bills to your suppliers on time.

Manufacturing surfboards is also a great stepping stone, to surf better waves, travel and meet people from other cultures.


We decided to re Рlaunch our SSR brand during 2010 in the region of Indonesia in South East Asia. The location we are based, is in the heart of Pangandaran in West Java. Indonesia is an Islamic country  with a population over 250 million people. The average wage is 350,000 rupiah per month for families. It has been really important for SSR to also provide some surfboard sponsorship to young Indonesian surfers and to create some other employment opportunities in the local community. I feel happy knowing that we have now accomplished our goals and faced our challenges over the last 30 years and running an international brand on such tight budgets is never easy, but trust me it can be done.

So don’t ever feel threatened by global terrorism – surf, travel and follow your dreams to wherever they may be …

Perhaps Start A Small Business …










Moments – 2014

This year SSR team riders have done very well on the Indonesian surfing contest circuit. Back in May 2014 – Dian Hardiyanto was the Winner of the Junior Division at Palau Merah / Red Island in East Java, Banyuwangi. The event was sponsored by Magic Wave Surfing Magazine of Bali and Tourism Indonesia. Recently Didin Flores was the Winner of the Hurley Surf and Enjoy Contest held in fun waves at Pantai Parangtritis,Yogyakarta in East Java.

Other SSR team riders Bayu and Ambon have also impressed throughout the year at different stages at other events.

In closing it has been great to witness this year’s rapid rise of Dian Hardiyanto as an Indonesian competitive surfer. Dian won 5 events this year in Java and it has been a remarkable comeback from injury, as a youngster he was involved in a hit and run car accident and doctor’s feared that he would never be able to walk again, let alone being able to go surf. That was all but a distant far away dream.

Dian has now recovered from the accident and is surfing with speed and power.

Overall it has been a satisfying year for us at SSR …

Didin Flores
Didin Flores


Hurley Surf Enjoy Surf Contest
Surf and Enjoy
Dian Hardiyanto - Winner Red Island. East Java.
Dian Hardiyanto – Winner Red Island. East Java.
Dian Hardiyanto
Dian Hardiyanto – Frontside Air Reverse 360

Indonesia Surf Contest Season 2014 – SSR Team Riders

The 2014 Indonesian surf contest season is due to kick off with surf events planned around the region of Indonesia. In Java there will be an International surf contest taking place at Red Island in East Java presented by Magic Wave Surf Magazine of Bali and Tourism Indonesia. Pacitian Boardriders Club in East Java will also hold The Hidden Point Surf Classic presented by Hurley. Other surf contests will be held throughout the region during the year.

SSR will be represented during the Indonesian Surf Contest Season with team riders from Pangandaran, West Java competing at selected events this year. Didin Flores, Bayu Triyono, Dian Hardiyanto and Ambon will be flying the SSR flag.

We wish the SSR crew a safe journey on their travels and hope they score some good waves at these events.


Didin Flores with SSR
Didin Flores with SSR
Didin Flores representing sponsor SSR this season on the Indonesia Circuit
Didin Flores representing sponsor SSR this season on the Indonesian Surf Tour
Dian Hardiyanto representing SSR at selected events this year
Dian Hardiyanto representing SSR at selected events this year

SSR Product Photo Catalogue

We have had the opportunity in recent times to work with some up and coming Indonesian surf photographers and would like to say thankyou for their contributions to SSR. On display are some portfolio – product shots from Deni surf Firman from Batukaras and Emma Ermawan from Pangandaran at work in Indonesia.


The Search - Ja, Ja, Didin and Dian ... West Java
The Search – Ja, Ja, Didin and Dian


The crew from SSR kicking back in Java, Indonesia
The SSR Crew Kicking Back


Didin Flores
Didin Flores


Didin Flores
Late afternoon surf check


Didin Flores
Didin Flores


Indonesian Line Up Shot
Classic Indonesian Line Up Shot


Ja Ja
Ja Ja surfing at the national park


Julian Groom - Indonesia
Julian Groom


SSR Product Testing In Indonesia

During the last 3 years we have tested our products in a variety of surf conditions through out Indonesia. Surfing some of the best waves in the world and getting immediate feedback from our team riders and passing this information on to the surfboard designers and shapers and this has assisted us greatly. This has given us a lot of confidence, within the manufacturing and retail selling of our SSR products to the international surfing community.

Bayu – SSR Product Testing In Indonesia
Didin Flores – SSR Team Rider Surfboard Quiver
Didin Flores
Didin Flores surfing in East Java, Indonesia
Didin Flores surfing in Pangandaran, West Java,
Ja Ja surfing in West Java – Indonesia
Julian Groom - Pangandaran, West Java - Indonesia
Julian Groom – Pangandaran, West Java – Indonesia