SALTROCK 2024: REFLECTING ON A YEAR OF CONNECTION AND SUPPORT

As the year 2024 comes to a close at Saltrock, we find ourselves reflecting on the commitments we’ve made, the meaningful relationships we’ve fostered both within and beyond, the impactful changes we’ve driven, and the supportive culture we’ve built within our teams.

SUPPORTING OUR TEAM BEYOND THE WORKPLACE: WORDS FROM LISA, HEAD OF HR

We kick-started the year by giving back to our team members through our ‘Christmas Wish List campaign’. We received over 150 wishes and made 10 wishes come true. From covering heating bills, transforming a garden for a team member whose son has cerebral palsy, to funding travel for a daughter with Functional Neurological Disorder (FND) to receive specialist treatment in London.

We launched our first Rewards & Recognition platform, bringing all our far away teams closer, recognising their input, from great customer service to empathetic support for others. As our retail estate grows, we strive to build on a collaborative culture with an attitude of stepping in to help others and sharing knowledge across our teams.

Part of shaping this culture is supporting our teams with any issues, whether mental, emotional or physical and giving them access to private counselling hopefully supporting them through life's difficulties.

CELEBRATING COMMUNITY: SALTROCK'S SUMMER OF EVENTS

This summer has been packed with exciting events that truly embody our adventurous spirit and commitment to community! Alison and the team in Newcastle, NI kicked off the season by supporting the born2runevents SEA2SKY race, the biggest one yet! It was amazing to connect with the runners, including our very own Laura-Marie, who ran alongside her sister in matching Saltrock gear.

We joined the fun at Beach Dubbin in Southsea with Andrei performing four adrenaline-filled shows for VW fans. Our gazebo was buzzing with activity as we met fellow van enthusiasts.

Marie, our Head of Brand, reflected, "Being at Beach Dubbin this year has been an incredible experience for Saltrock. The energy, the community, and the stunning location truly capture the spirit of what we stand for."

Finally, we headed to Minehead for Minehead Bay Festival with Andrei dazzling the crowds with his daredevil stunts, Saltrock merch giveaways, and poster signings. Store Manager Jane summed it up perfectly: "Minehead Bay Festival is all about community. It’s a chance to celebrate our town, support local businesses, and connect with our amazing customers. The day was so much fun, and we were proud to be part of it!"

From races to festivals, we’re thrilled to have shared so many unforgettable moments with our Saltrock community this year!

FROM THE COAST TO YOUR COMMUNITY: SALTROCK'S STORE OPENINGS

This year, Saltrock has continued to grow, bringing the spirit of the coast to even more communities with our new store openings. In 2024 we opened seven across the UK and opened our very first store in Scotland.

Each new store has been an exciting opportunity to connect with our customers, showcase our latest collections, and celebrate the adventure lifestyle we’re known for.

We’ve been thrilled to welcome both new and loyal Saltrock fans into our expanding family. Every new store represents not just a place to shop but a hub for local communities to come together and embrace their love for the outdoors. We can’t wait to see where the journey takes us next!

PIONEERS OF ADVENTURE: SALTROCK AMBASSADORS 2024

At Saltrock, our ambassadors are more than brand representatives, they’re trailblazers who inspire us to chase our dreams, embrace challenges, and foster community. This year, we’ve shone a spotlight on two incredible ambassadors through two inspiring short documentaries.
 
UK’s legendary big wave surfer Andrew Cotton took us on a journey through his fears, challenges, and triumphs in our film ‘Edge of the Line’. We also released ‘A Surfing Lassie’ showcasing a young surf prodigy Callie, who caught her first wave at just two years old, shares her passion as she rises to compete on the Junior Series under the Scottish Surfing Federation, all while radiating joy and enthusiasm.

Andrei, our six-time Guinness World Record holder and trial bike rider, is a true powerhouse of confidence, skill, and community impact. Through his incredible showmanship and dedication to sharing his knowledge, skills, and wisdom, Andrei has inspired countless people to embrace their own adventures through his shows with us.

This year, our Saltrock family, The Get After It Family embarked on an incredible world tour, traveling to countries like Bali, Australia, New Zealand, and Canada, with many more destinations yet to be explored. Their journey has truly inspired us all to embrace the spirit of adventure.

EMPOWERING CHANGE: OUR ONGOING PARTNERSHIP WITH THE WAVE PROJECT

In our third year partnering with The Wave Project, the UK’s leading surf therapy charity, we’ve collaborated closely with their new CEO, Ramon, and his leadership team to support their campaigns, sponsor their Surf Summer Sessions, and volunteer both on land and in the water.

“Surf therapy isn’t just about catching waves; it’s about building confidence, self-esteem, and resilience”. Shaun - Wholesale Manager and Wave Project volunteer.

Shaun experienced this first-hand during the summer surf sessions in Scarborough. He witnessed the transformative power of the sea, showing how being in nature can help you escape the complications of everyday life and simply enjoy being yourself.

We’ve seen great success with our store’s donations through pennies, a platform that encourages our Saltrock family to give money to the charity. A massive thank you to our customers for your donations over this year we plan to introduce this online in 2025.

We’ve met so many different families through The Wave Project, some of which have battled with prejudice, exclusion, depression and anxiety, that it’s humbling. We will continue to shout out about the work they do, helping them reach more people and change more lives.

BREAKING BARRIERS: CELEBRATING THE IMPACT OF SURFING ENGLAND'S FIRST PARA ROADSHOW

We’re proud this year to have supported Surfing England, by sponsoring their first official Surfing England Para Roadshow. A sport which breaks down barriers, fosters inclusivity and empowers people to experience surfing and the joy of the sea.
 
We surfed with 70 people, at 6 stops across England, supported by surf schools, adaptive surf coaches and an amazing 35 volunteers. Over half hadn’t surfed before and some hadn’t been in the sea since their accident, but all of them wanted to surf again. Incredibly two of these surfers have gone on to attend the English Para Surfing Championship at The Wave in Bristol [Link] and one competing in the ISA World Para Surfing Championships in California.

Through these events, we heard inspiring stories and witnessed surfers who embody resilience and determination, showing the world what’s possible when passion meets opportunity.
 
We’re looking forward to working with Surfing England on the Para Roadshow – Round 2!

A THANK YOU TO YOU, OUR CUSTOMERS

Thank you to our incredible customers for being such an integral part of the Saltrock journey. Your support, passion for adventure, and love for the outdoors inspire everything we do. Whether you’ve shopped with us, shared your stories, or joined us at events, you’ve helped build the vibrant Saltrock community we’re so proud of. Here’s to more adventures together, thank you for being part of the family!

What has 2024 taught us? It’s taught us that ‘alone we can do so little but together we can do so much more’.
 
Bring on 2025! Team Saltrock 🤙