Surfing is a popular sport and its popularity is expected to increase because of the debut in the 2020 Summer Olympics in Tokyo. Unfortunately, nature does not always produce surfable swells even in the best surfing spots. This has sparked the development of an artificial wave making industry. Most of these projects are built on huge land plots in countries where the sport is popular, and the development is concentrated on the maximization of the size and form of the wave. This thesis studied a new patented facility producing an alternative surfing experience where the cost, environmental sustainability and easiness are in focus.

The aim of the thesis was to produce a business plan that attracts investments and improves the internal planning of the surfing facility. The research method used was qualitative action research in order to gain a deeper understanding of the artificial wave making industry and surfers. Primary data was acquired to find out if the planned business model has demand among the potential end users. The data was collected by conducting a semi-structured survey and analyzed by identifying different themes within the data. Secondary data was collected to study the industry, the markets, the competitors and the surfers.

The obvious finding of the survey was that the availability of surfing is poor in Finland. The key findings of the study supported the alternative ideology to arrange for surfing and thus supported the new business model with improved customer experience and reduced environmental impact. The study managed to create a well-justified business plan for the facility and therefore the thesis can be considered to have achieved all its goals.