Janine Allis Joins Surfing Australia Board, Bringing Entrepreneurial Vision and Innovation to the Sport

Surfing Australia is excited to announce the appointment of Janine Allis to it’s Board of Directors. A trailblazing entrepreneur, business strategist, and passionate advocate for innovation and growth, Janine brings decades of experience in leadership, brand development, and strategic business expansion. As the founder of Boost Juice Bars – a global powerhouse with over 900 stores across 13 countries – and the driving force behind Retail Zoo, Janine has transformed the retail and hospitality landscape in Australia and beyond.

Her appointment marks an exciting chapter for Surfing Australia as the organisation continues to evolve and elevate the sport, fostering participation at all levels while strengthening its commercial and strategic direction.

“Surfing is woven into the fabric of Australian life — from little groms to spirited 80-year-olds still chasing waves,” said Janine Allis. “We’ve long held a proud place on the world stage, and that’s thanks to the incredible work done by so many before me. I’m honoured to join the Board of Surfing Australia and look forward to contributing to its continued leadership and support of everyone who loves the ocean, from the elite to the everyday surfer.”

Janine’s expertise in business growth, brand building, and leadership development will play a crucial role in Surfing Australia’s strategic initiatives. With a deep understanding of consumer engagement, she will help drive new opportunities in sponsorship, digital transformation, and commercial sustainability while ensuring surfing remains accessible and inspiring for all Australians.

As a highly successful female entrepreneur, Janine is also a strong advocate for women in leadership and sport. Her appointment reinforces Surfing Australia’s commitment to driving greater female participation and leadership within the surfing community. With her passion for empowering women, Janine will support initiatives that foster gender equality, inspire young female surfers, and elevate opportunities for women across all levels of the sport.

“We are delighted to welcome Janine to the Surfing Australia Board,” said Chris Mater, CEO of Surfing Australia. “Her visionary leadership, business acumen, and commitment to fostering talent make her an invaluable addition to our team. As surfing continues to grow, both as a grassroots sport and on the world stage, Janine’s insight will be instrumental in shaping our future.”

“It’s a privilege to welcome Janine to the Board of Surfing Australia,” said Adrian Buchan, Surfing Australia Chair. “I’ve followed her success and I’m excited to have her voice joining us at board level. Janine brings with her a wealth of business knowledge and experience that will help shape our strategy as well as a deep love of surfing and its transformational impact on lives.”  

Beyond her business achievements, Janine is a bestselling author, mentor, and media personality, known for her appearances on Shark Tank, Australian Survivor, and Celebrity Apprentice, Gordon Ramsay Food Stars. She is dedicated to empowering individuals to reach their full potential, making her a perfect fit for Surfing Australia’s mission to nurture the next generation of surfers and industry leaders, to be the ‘World’s Best Surfer and People’.

With surfing’s continued rise in global prominence, including its place in the Olympic Games, Janine’s appointment underscores Surfing Australia’s commitment to innovation, excellence, and expanding the sport’s reach.