While there might be some people in our surfing universe who hog the limelight, who receive all the attention, or who get lavishly fawned over by drooling and sycophantic brain-dead media and industry kooks, there are others who keep it real. The kind of people behind the scenes who keep the surf industry ticking, who surf as hard as they work as hard as they play.
Mike Frew is one such guy who I had the pleasure of working alongside when he was at Atoll Media. Hard-working and passionate, he was always deeply involved in what he was doing, and played an active role in the success of the mags he worked for.
Nowadays Frewbru is still in the thick of things, fighting in the trenches of the surf industry. It has been a long time between drinks, so we decided it was time for a catch-up with one of the shortest guys in the SA surf scene.
So how does your career path go?
I started with ad sales for blunt magazine, then associate publisher of Zigzag surfing magazine, I was marketing manager for Lizzard International and now I’ve been appointed the KZN sales agent for Hurley.
I hear you’re never going to leave Durban, ever. Explain.
It’s not that I’ll never leave but there are certain elements that’ll make it very hard, so right now I’m pretty set. As a surfer the water is warm and we have some of the best waves in the world during winter (ask Twiggy, he’ll agree). I also love the fact that you have all the point breaks within easy access down the south coast and some tucked away secrets up north. From a business perspective it’s also booming with the area attracting some of the biggest investment in SA right now.
...never leaving Durban
What is the best thing about being part of the surf industry in South Africa.
The industry is unique and is made up of people for whom work is an extension of their lifestyle, it’s like a big family that you’re part of. Although it’s not as big as other industries it sets trends and I draw a certain stoke just being part of that.
What’s the worst thing about being a surfer in 2009 and the future?
Not being able to do airs like Jordy! Competitively surfing needs a major shakeup, many contest are still being run the same way they were twenty years ago. However brands like Red Bull, O’Neill and Hurley are doing different things with formats, locations, prize money etc which makes it a lot more interesting and media friendly. The WQS has become stale in its current form, I’m also very interested to see if this new tour materialises.
What has been your finest hour while surfing?
Two things come to mind, which probably qualify. First scoring a perfect ten for a thick tube at 10ft St Mikes to win the SA Masters Champs and then surfing perfect G-Land during a month in Indo.
...somewhere on the North Coast... we could tell ya but then we'd have to kill ya
Can you remember your worst/most humbling wipe-out?
Definitely New Pier during a heaving cyclone swell, that place can give you a serious beating for a sand break! I snapped my board and got washed into the North Beach pier, sliced my leg and required a heap of stitches, it’s impossible to swim against that rip.
Thinking back on your career so far, do you have any regrets?
No regrets, I’ve worked with and met some awesome people and have had the opportunity to experience things very different from a ‘normal’ job.
What was the funniest moment while working for Atoll?
Heaps come to mind, a couple have to be the time Craig Sims called everyone into the office at 2am after a Metallica concert believing the place had been sabotaged (turns out someone had left a bathroom tap on and flooded the entire second floor), and then the way the Zigzag editorial crew used to sneak rum and cokes from 12pm on a Friday afternoon before strategy meetings was pretty funny.
... a few seconds later Mike fell, battled the rip, went thru the pier and hurt his leg quite badly....
You came upon a castle with a single tower, and in the tower there was a beautiful girl. She said that her name was Ulrika, and she had lovely hair and said that if you could help her escape from the tower you could ravage her forever, along with her friend Clarissa and her younger sister Matilda. She was also very wealthy and if you took care of her you would be very wealthy. So, you have a beautiful girl with lovely hair, who promises you endless sexual tryst opportunities with her, her sister and her friend, as well as untold wealth. Do you believe her and help her escape, or do you walk away? Why?
That’s quite tempting. Sounds like a rad castle, but in honesty I’d walk away, I’ve got an awesome wife who understands my lifestyle and lets me surf when I want and I’m already rich in that I’ve got two groms (Damien & Tristan) and good health. Those three chicks would definitely suit a single guy.
You think so? No ways. You don’t stand that tall. Do you have a board over 6’0?
True, I’m not always the tallest in the crowd but I’m not quite a hobbit. My normal boards are 5’10 but I got a couple from 6’8 to 7’6 for bigger days. I also got an original Safari single fin from the early seventies that’s a good deal over 6’0 and I have a 7’0 mini mal for the flat days.
What irritates you the most in the whole world?
Anything by Whitney Houston or Mariah Carey.
What is wrong with Whitney? I grew up with Whitney. She rocks. Â If you had an opportunity to inflict severe bodily harm on your worst enemy and not get caught, would you do it?
I think we all have that streak in us but I’ve got too much of a conscience to act on it, love your neighbour ‘cause tomorrow he might not be your enemy.
He also might have a good-looking sister/mom/wife, so who knows? Who do you respect/look up to in the South African surf scene?
Honest people who’re true to their roots and beliefs like Paul van der Waal or Dave Jennings, those not in it for themselves, but for the good of surfing, like Robin de Kock and Craig Sims. I also really respect business leaders like Arthur Limbouris and Cheron Kraak who’ve put their lives into building SA’s surf industry to what it is today.
Good point. Finally, what about this ‘worm’ thing that we hear so much about, that always seems to happen at surf industry functions?
The worm is an original breakdance move that I’ve worked on. There’s a lot that has to align for me to bust it out, including the right crowd, music, time and drinks tab. It’s quite rare but people still report seeing it every now and again…..
