VANCOUVER, CANADA — ENDLESS SURF, the next-generation wave pool technology, announced the addition of three key hires as the company continues expanding its global pipeline of surf park projects. Joining the team are Jason Birdsall as Chief Operating Officer, Mimi Ng as Commercial Director, and Diana Da Costa as Guest Experience & Implementation Lead.
Following the recent launch of Endless Surf at ADRENA within The Red Sea Project in Saudi Arabia, several new venues are expected to open this year — including in Rio de Janeiro, Riyadh, Los Cabos, and Florida — as Endless Surf continues expanding its team and platform to support operators worldwide.
Jason Birdsall, Chief Operating Officer
Jason Birdsall joins Endless Surf as Chief Operating Officer, bringing extensive global operational leadership experience across high-tech manufacturing, supply chain development, and industrial scale-up.
Beginning his career in Europe working with companies including Magna International and Sensata Technologies, Jason later spent more than a decade in Vancouver supporting the development and scaling of hydrogen fuel engine technologies for Daimler, Ford, and Ballard Power Systems.
Known for building high-performance teams and simplifying complex operational challenges, Jason will lead Endless Surf’s operational strategy as the company continues delivering surf park projects worldwide.
Mimi Ng, Commercial Director
Mimi Ng joins Endless Surf as Commercial Director, bringing more than two decades of experience in strategy, project delivery, and commercial leadership within the power and construction industries.
Previously serving as Commercial Manager at Finning Canada, Mimi led contract development and proposal management across major infrastructure and power systems projects.
At Endless Surf, Mimi will lead commercial strategy and contracting, strengthening the frameworks that support long-term partnerships with surf park developers while helping guide the company’s expanding global project pipeline.
Diana Da Costa, Guest Experience & Implementation Lead
Diana Da Costa joins Endless Surf as Guest Experience & Implementation Lead, bringing direct surf park operational experience from her time at Alaïa Bay in Switzerland.
At Alaïa Bay, Diana managed customer service operations, and later served as Guest Experience & Sales Manager overseeing front-of-house operations, booking systems, and customer satisfaction. Her firsthand experience gives Endless Surf projects valuable insight into the realities of surf park operations after opening day.
Many projects focus heavily on development and construction,” said Diana. “But the real work begins once a park opens and operations start. My role is to help clients prepare for that phase so they can deliver a strong guest experience from day one.”
In her role, Diana will support surf park operators with operational planning while leading implementation of Surf Concierge, a key component of the greater Endless Surf Software Suite designed to manage bookings, guest experience, and surf operations.
Building the Platform Behind the Waves
As surf parks mature into full-scale destinations, Endless Surf continues expanding its platform to support operators and programming around the wave itself.
Alongside Diana’s work supporting surf park readiness and the guest experience, Endless Surf’s broader platform is supported by a team focused on the core elements that make surf parks thrive — surf operations and wave design with Cheyne Magnusson, Swell Studio and wave programming with Axel Terradillos, and marketing, activations, and surf industry engagement with Tanner Wilson.
This ecosystem helps ensure Endless Surf venues deliver great waves, smooth operations, and a strong, authentic connection to the surf lifestyle.
Together, these new additions and the broader Endless Surf team help ensure destinations don’t just open successfully — they grow into thriving surf communities.
