Group Y Content : Bob Hurley on Building What You Believe In

In this week’s Group Y Content
Bob Hurley’s journey reminds us that authenticity, risk-taking, and relentless passion can reshape an industry — and still matter decades later.

We’re celebrating 20 years of Group Y and looking back on two decades filled with conversations, community, and ideas that have helped move creativity, culture, and business ahead.

We’re revisiting past events, starting with Group Chat Live, which began with a packed house at Shopify DTLA. This event launched a new era of live podcast conversations, bringing founders, culture, and community together in one place.

Bob Hurley is a pivotal figure not just in action sports but in youth culture and fashion. 

Bob spoke at Group Y's “Sessions” series back in 2015, where he shared his inspiring journey from a surf enthusiast in Huntington Beach to launching one of the leading brands and transforming an industry.

He began by recounting his early days in Huntington Beach, emphasizing his passion for surfing and how he got his start in surfboard shaping. Hurley noted, "I was the guy behind the guy," as he learned from renowned shapers while ghost shaping boards.

His dedication and love for the craft eventually led him to create his own surfboards for professional surfers, which helped him gain recognition in the industry.

Hurley's time with Billabong was marked by significant growth and innovation. He described taking a risk by introducing the brand to the U.S. market, which led to skyrocketing sales, rising from $70,000 in the first year to $800,000 by the third year.

He highlighted the importance of staying true to one's vision, stating, "We just did whatever we felt like."

However, as the company grew, Hurley became disillusioned with the industry's focus on profit over passion, prompting him to seek a new direction.

In 1999, Bob launched his own namesake brand, Hurley, aiming to break away from traditional surf culture. He collaborated with musicians like Blink-182, who wore his designs, leading to a massive surge in popularity.

Hurley recalled, "We decided Hurley would be about innovation," and this approach paid off as the brand quickly gained traction, achieving $28 million in sales in its first year.

His partnership with Nike further solidified Hurley's impact on the industry, as he sought to maintain the brand's identity while leveraging Nike's resources for growth.

Throughout his talk, Hurley emphasized the importance of authenticity and innovation in business.

He shared valuable lessons learned from his experiences, including the need to adapt and embrace change.

As he concluded, he encouraged the audience to pursue their passions and remain true to their vision, regardless of external pressures.

Today, Bob has moved on, taking the lessons he learned and launching new brands alongside his sons, like Florence Marine in partnership with pro surfer John John Florence.

Watch Full Talk from Bob

Key Takeaways:

1. Start Behind the Scenes First: Master your craft quietly and obsessively before chasing recognition, because real credibility is built long before anyone sees the spotlight.

2. Passion Should Guide Profit: When money becomes the goal instead of the byproduct, reconnect with what you love or you risk losing the reason you started.

3. Innovate Without Asking Permission: Breakthrough growth often comes from trusting your instincts and creating what doesn’t exist yet, not copying what already works.

4. Evolve Without Losing Yourself: Growth is powerful only if you protect your core identity, adapting to new opportunities without abandoning your values.

Want more insights like this? 

Check out past Group Y events, interviews & podcasts, with full video of their talks.

20 YEARS OF GROUP Y
2006 - 2026

February 2019

Group Y hosted the first Group Chat Live with Dee Murthy and Chris “Drama” Pfaff, bringing a packed crowd to Shopify DTLA for a live taping of the world’s #1 podcast. The night blended industry insights, candid conversation, and audience Q&A — kicking off a run of live tapings that continued at Assembly Las Vegas, Agenda Festival, and beyond.

The Authenticity Report is your weekly gateway to fresh insights and updates on what authenticity truly means—both personally and professionally. Subscribe to explore how real stories, brands, and ideas are shaping a more genuine culture today.

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