How industry competition ruined windsurfing

Purpose The purpose of this paper is to investigate a competitive evolutionary process we call “innovation overshooting” that has been observed in equipment-based sports, using windsurfing as a case study. Design/methodology/approach The case-study approach is based upon primary data gathered through semi-structured, in-depth interviews with pioneers of the case-study sport and through analysis of international and domestic industry publications and grey literature. Findings New sports, in particular equipment-based “lifestyle” sports, can experience a rapid rise in popularity but eventually technology-driven competition leads to equipment overshooting the capabilities and financial budgets of most users. This Schumpeterian market process leads to a rapid decline in participation and the eventual collapse of the market for the sport’s equipment. Originality/value Models of endogenous overshooting are established in the study of finance and business cycles, and have recently been extended to the music and design industry. The authors extend this to the sports equipment sector finding clear evidence of evolutionary competitive technological and market overshooting.