Editor's Note: As part of its efforts to revitalize the windsurfing industry, the American Windsurfing Industries Association (AWIA) recently hired Jerry LaMaita as its new Executive Director. The AWIA represents the industry: manufacturers, distributors, schools, and dealers.

Sailing in the Gorge

WD: You're originally from New York. What brought you to Hood River, OR in the first place?
I came to Hood River in 1989 for a windsurfing vacation. We were here for a week and I just fell in love with place. I found a quiet little piece of land in the country and the rest, as they say, is history. But, it wasn't until 1992 after the kids were born, that we finally moved out here. We felt it would be better life for the kids and a great place for them to grow up.

WD: Why did you apply for the job and why did the AWIA hire you?
It sounded like fun and a new challenge. Plus the AWIA really needed work and I felt I could make a difference. The Association was not particularly focused and needed direction. We needed to provide value to our members, and promote the sport.

The AWIA Board realized this as well and was in search for a business approach to the windsurfing industry.

(Editor's note: LaMaita spent most of his career in trading and corporate finance in the investment banking industry. Initially, after moving to Hood River, he started a mortgage company).

WD: So, what was the trouble with the AWIA?
For starters, the AWIA's Windfest concept, while it worked fine in the earlier days, now seemed to miss the target. It was promoting windsurfing as a high performance, extreme sport and the gear associated with this aspect of the sport. Most of the people who participate in windsurfing at this level are already well entrenched in the sport, and their buying habits reflect this.

The industry needs to attract newcomers to the sport, and this year we're changing the Windfest concept by bringing a more family oriented approach. At each event we have a lot of instructors and beginner equipment so that the average person who never sailed can take lessons and try out a board. We're seeing a number of people get reintroduced to the sport at Windfest via the new wide boards and more performance oriented sails. And, frankly, they are digging it in a big way. Everything is easier and, with a short lesson, they are up and sailing around, having a blast in light air!

Then comes the realization that 'hey I can do this' and 'it's not the hell it was 15 years ago to learn'. They also come to the realization that for under a grand they can get a complete package that will last them for years and is useable by friends, family, and kids. Even the dog can hitch a ride.

WD: What about the image of windsurfing that it's a difficult sport to try?
That's the biggest issue in the industry right now. Not letting people know how easy it is to windsurf. There has been a renaissance in equipment just like golf and skiing went through. We have developed new wide boards that make it so simple to learn. These boards have a big balance spot much like the big sweet spot on an oversized tennis racquet.

And these new wide boards make windsurfing a family sport. There is nothing like a day on the water in terms of fun. The new equipment makes this easy. We're working to expose the public to this new equipment and the reaction has been amazing.

WD: Where are the big windsurfing markets?
Believe it or not, the potential is not in places like Hood River where the wind howls. Rather, it's places like Iowa or Georgia on small lake Americana. In most of America, the wind doesn't blow hard - more like 7 mph and now we have equipment that let people sail in these conditions. Their board speed can far exceed the wind speed!. The AWIA's job is to get that message out. The market potential is huge for this.

WD: But are there any windsurfing schools in places like Iowa or Maine?
That's another issue that we are working on. For example, there are 35,000 PSIA ski instructors in America. We need more schools and more teachers in more diverse geographic locations. But you can visit the AWIA website to get a list of schools and shops in North America.

We still face a shortage of schools and instructors. Instruction is critical to developing the economic aspect of a sport's development.

WD: Is the popularity of kiteboarding hurting or helping windsurfing?
To some degree, there are people transitioning or doing both. We plan to do a study to find out more. But, there is certainly room for both, and while kiting may be more extreme, windsurfing is a more practical family sport.

Information gathering and research studies and statistical analysis of the industry is another project the AWIA is working on. We need to find out who attends windsurfing schools, the perception of windsurfing among different age groups, purchasing patterns, what's selling, etc. This way, our members can make better and more well informed business decisions.

WD: What's the perception of windsurfing right now?
There is the misconception that people feel it's for an older crowd, however our studies find that is just not the case among young people. Kids actually feel it's a cool thing to do. Kids have a huge impact on how a family spends its disposable income, and as a result, targeting this audience is very important to us. The reaction of kids to light air freestyle is amazing; they love the tricks and jumps you can do in very light air conditions.

WD: Do you get to go windsurfing much these days?
All the time. I've been sailing since 1985.

Note: Check out the AWIA's new website. The next WindFest is in Hood River, OR on June 28th and 29th.

-- WetDawg staff