Joyce Magazine launches as premier digital and print platform for the women’s beach culture community of Australia and beyond.
The end of 2016 has been a major stepping-stone for female athletes of the international surf industry and growing global beach culture. The WSL’s Big Wave Tour organised the first ever official female competition (Hawaii). Sally Fitzgibbons successfully launched the International Beach Festival alongside the inaugural ‘Women in Surfing Gala’ (Sydney), both with overwhelming corporate support. All while women’s fashion stepped up to answer to the high demand for surf lifestyle apparel – with eight of the top ten surf brands now holding active wear ranges.
Beach culture and lifestyle are now more than ever appealing and targeting far beyond what was once a male dominated and strictly surf associated target market.
In line with a growing energy Joyce mag accepts the challenge to fulfil the growing desire for female related content, covering a diverse range of content from; interviews with pro surfers, technique, fashion, travel, fitness, yoga and more.
While Joyce is by surfers and for surfers, it is much more and will answer to the demands of the wider lifestyle. It is a place for young women who enjoy the beach, the ocean and outdoors in general, to explore their own style (in life and fashion) while also touching upon passions in art, music and more. Joyce’s Founder & Editor Lauren Horky explains: “Creating Joyce was a no brainer, as I couldn’t find a magazine for the “surfer girl next door”. A magazine not just about the thrill of chasing waves, but about a lifestyle to which many chicks can relate. Joyce aspires to be an ambassador and a source of inspiration for all those women in Australia and around the world.”
The rise in support and interest in the female surf world is quickly growing to dominate the market and that’s not the only area of growth noted. Up until the end of October, recently crowned World Surf League champion Tyler Wright actually sat on top of the World Surf League earnings list – for both the mens & womens. As reported on by The Guardian in October 2016, “it is good business these days to be championing women’s sport – think of it as a market untapped.”
“The sport has come such a long way, with the WSL now echoing tennis in terms of exposure and equality for its female competitors. These women are icons, role models, entrepreneurs, philanthropists and much more,” says Joyce’s commercial director, Jarrod Pearse. “This is why the timing of Joyce couldn’t be more essential. More girls under 18 take up surfing than boys, not to mention the global phenomenon of female youth taking up an interest in other board sports such as skateboarding. We’re watching the market rise right before our eyes.”
The free print magazine, with its unique user friendly 170mm x 230mm format, will be published quarterly. Issue #1, launched at the International Beach Festival in Cronulla, has now been distributed to over 80 surf retailers, surf schools, cafes, pubs, coastal accommodation, women’s boardriders clubs and a select handful of premium yoga and fitness studios nationwide.
“Partnering with Sally’s amazing Beach Fest was such an incredible way to kick off this project,” says Joyce’s Jarrod Pearse. He attributes the initial success of the 4k+ issues distributed at the event to the rise in female beach culture lifestyle. “Engaging with our core audience face to face at these wonderful events is the most direct way for us to spread our message and a core part of our strategy moving forward. We knew the female beach culture wanted something to call their own, we’re just so thrilled to be able to finally hold it in our hands and get it out there!”