PRODUCT NEWS
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| Wave Loch reveals further brand expansion |
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| 19 Mar 2010 . BY Sarah Todd |
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Launched in 1991 by Californian surfer Tom Lochtefeld, Wave Loch's core product is the FlowRider, which uses sheet flow technology: shooting a thin film of water over a stationary surface to create a surfable wave.
FlowRiders are installed all over the world in waterparks, shopping malls and cruise ships and form the centrepiece of Wave Loch's Californian lifestyle experience, Wave House.
Wave House involves food and beverage, music and surf retail arranged around the water. Five are currently in operation, in Durban, San Diego, Santiago, Chile and Singapore and more are in development, including Spain, which will open in 2011, and Wembley, UK, which will be the largest to date, and the first one indoors. Still in the planning stages, it's due to open in 2012.
More developments are in the pipeline. Founder Lochtefeld says he wants to build a Flow Park, similar to a skate park, with water half pipes. And a new concept, Flow House, is about to get off the starting blocks. A joint venture between Wave Loch and the UK-based thrills operator, Body Flight, Flow House, is a toned down, indoor version of Wave House, for countries not blessed with year-round sunshine. It will have food and beverage, retail and some entertainment.
The first Flow House opens at Body Flight near Bedford, UK, in May 2010, complementing the other adventure sports on offer at the site - a wind tunnel to simulate sky diving, Vertigo, a bungee jump without the bounce, and the UK's tallest zipwire. Body Flight's MD, Paul Mayer, expects it to be popular: "Without a doubt, the extreme sports market will want to use Flow House," he said. "We're expecting a core of surf and board sport enthusiasts to use it regularly, but also people who view it as a unique experience to have a go at. There will be two elements to the classes - body boarding, which most people will get the hang of during their first session, and stand-up riding, which takes more balance and practice."
Around £1m (1.1m euro, US$1.7m) has been invested in this attraction and Mayer's hoping it will pay back within three or four years. Once this site's up and running, the partners are planning to look for more opportunities to operate Flow House.
Two more FlowRiders will open in the UK soon. One in Newquay - despite the fact the town is home to seven surf beaches - and a local authority operation near Gateshead.
Wave Loch's other products include the FlowRider Double for two riders, the FlowBarrel, which has larger, curling waves for more experienced riders, and a mobile version.
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