Case Study: Firewire Surfboards achieves a seamless headless ecommerce experience with BigCommerce

Firewire Surfboards - Customer Case Study

Firewire Surfboards, founded in 2006 by Bert Berger and later backed by 11-time world champion Kelly Slater, is known for innovative, eco-friendly surfboard construction and global brand experiences like Surf Ranch. The company needed a cost-effective headless commerce solution that would integrate into their WordPress site, support a multi‑tiered global strategy and an on-site Surf Ranch kiosk, avoid subdomain SEO and UX drawbacks, and enable surfers to quickly find boards by key criteria like volume.

Firewire partnered with BigCommerce’s new WordPress plugin and design agency Matter Design to build a headless, WordPress‑driven storefront with a clean UX and a volume-range product filter. Launched in late 2018, the site delivered a seamless, branded ecommerce experience at Surf Ranch, improved product discovery and SEO, and gave Firewire a scalable, integrated digital channel that complements its real-world surf destinations.

Firewire Surfboards

Chris Grow

Global Marketing Manager