In this chapter, I explain how the surf media has evolved to become a key driver of both the culture and industry of surfing. I start by situating the current surf media environment into its historical context, showing how two of the original media formats, film and magazines, faced the ravages of digital disruption yet still remain relevant and influential today. Given the centrality of the surf media to the surfing ecosystem, the topic of surf media research is explored before providing a scholarly perspective on why the printed surf magazine has demonstrated such resilience in the digital age. Finally, using my own lived experience as a surf media owner, I advance a process framework for navigating media change.