“Surfing is my life,” says Danielle Powis. It is a simple statement, but one backed by decades of grit. As the newly appointed General Manager of Surfing South Africa, Powis is stepping into her next chapter with a singular mission: to give the sport the professional scope and prestigious reputation it deserves.
“My life would be very different without surfing,” she says. “It is my dream to make a change in South Africa… I hope I can make it more professional and structured and transparent, and prestigious. When you mention surfing to anyone, the eyes kind of light up. Everyone has a general interest in surfing.”
Powis isn’t just an administrator; she is a decorated athlete who has been in the water since the age of four. Her CV is a testament to her dominance, spanning 24 years from her debut as a junior to becoming the 2023 South African Masters Champion. Along the way, she has claimed two Inter-club Championships, six District titles, and numerous individual event wins.
This deep-rooted history gives her a unique edge in her new role. Having previously served SSA as an administrative and financial officer, she understands the mechanics of the office as well as the needs of the athlete.
“I think with me having competed from the very grassroots… to the international level, it gives me a full understanding of what it is that the athletes go through,” Powis explains.
“I understand from an athlete’s perspective what kind of information needs to be relayed, the kind of systems that need to be put in place, and just the qualification processes.”
Incoming Surfing South Africa General Manager, Danielle Powis
As a woman of colour in a traditionally male-dominated administration, Powis represents a vital shift in South African sports leadership. She is eager to dismantle old perceptions and prove that women are more than capable of steering the ship.
“I do feel it gives the opportunity to give depth,” she notes. “I think that if there was that perception that we are less educated or less capable, or whatever the case is, I think that is completely going to write that off.”
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Her vision for excellence is clear: more women and girls in the water. Plans are already in motion to implement grassroots programs at the district level, building on the legacy of icons like Olympic silver medalist Bianca Buitendag and world champion Heather Clark.
For Powis, the ocean has been the ultimate teacher. It has taught her that leadership, like surfing, requires a balance of control and adaptation.
“Surfing is a sport where your environment is out of your control; the ocean does its own thing.”
“It makes you humble, for one, because the ocean can take you at any point, and she is powerful,” she says.
This humility translates into an “open book” leadership style. She aims to foster an inclusive community where athletes and district members feel heard. “I like to be on the ground and also, I like to hear everyone’s voice,” she says.
Perhaps the most remarkable part of Powis’ journey is how it began. Her introduction to the waves was born from a family’s love and a daughter’s longing to connect with her late father.
“My mom had to take on her four kids, being very poor,” she recounts. “I wanted to follow in my father’s footsteps, so my brothers taught me how to surf because they started surfing with my dad. From there, it stuck, because it’s almost like he lives through the water, and his ashes were scattered in the ocean.”
Despite her talent, the early years were a struggle. She joined outreach programs and “hustled” for boards and fins, often relying on competitors for wetsuits. While SSA assisted with contest entries and transport, the financial weight eventually took its toll. But the inability to afford trials for national teams led to a heartbreaking decision.
“I didn’t touch the ocean for two years, when I was a junior, because I was so angry.”
But rather than letting that anger define her, Powis used it to fuel her empathy. During her time away from the water, she shifted her focus to helping youth who faced similar barriers. She realised that surfing’s biggest obstacle wasn’t the waves, it was accessibility.
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Today, Powis feels she is in her prime, with every struggle and success leading her to this seat. She isn’t just managing a sport; she is ensuring that the next generation of talented girls won’t have to walk away because of a “mental barrier” or a lack of funds. She is there to make sure that for them, the dream remains within reach.
Main Photo Caption: ‘Surfing is my life,’ says Danielle Powis as she begins her new role as General Manager of Surfing South Africa. With decades of experience in the sport, she is well-suited to this position. As her next chapter commences, she is intent on giving the sport the much-needed scope it deserves. Photos: Supplied
Photo 2 Caption: Stepping into her new role, Powis brings a wealth of competitive experience and administrative expertise to Surfing South Africa.
Photo 3 Caption: Powis intends to fostering an inclusive environment that empowers women and girls, ensuring the ocean remains accessible to all.
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