Strategic Positioning
Positioning surf parks, destinations and experiences.
STRATEGY.
CULTURE.
EXPERIENCE.
Strategic consulting for action sports, lifestyle destinations and experience-driven brands — from concept to launch.
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Where strategy
meets culture
STH supports surfparks, destinations and experience-led brands in building stronger positioning, partnerships and scalable growth structures.
About
Focus Areas
- Action Sports
- Surf Parks &
Destinations - Experience Brands
- Community & Culture
Services
Where strategy meets culture.
STH supports surfparks, destinations and experience-led brands in building stronger positioning, partnerships and scalable growth structures.
Partnerships & Commercial Growth
Developing sponsorship structures, strategic collaborations and revenue-driven brand ecosystems.
Community & Membership
Building authentic community and member-driven concepts.
Pre-Opening & Go-to-Market
Supporting destinations and emerging projects through launch planning, audience development and commercial readiness.
Growth Systems & Operational Clarity
Creating scalable workflows, commercial foundations and operational clarity for growing brands and destinations, supported by modern tools and systems.
About
- 25+Years Experience
- 20+International Markets
- €2M+Partnership Revenue secured
- Scaled brands from startup to multi-million revenue businesses
STH is a strategic consultancy founded by Stephanie ter Hürne, shaped by over 25 years of experience across action sports, sportswear, retail, partnerships, brand environments and community-driven markets.
With roots in action sports, lifestyle brands and the surf park sector, STH combines cultural understanding with commercial strategy, partnerships and scalable growth structures.
The focus is not only on brand visibility, but on building ecosystems that create relevance, revenue and long-term value.
For STH, successful projects create lasting value not only for businesses, but also for people, communities and the places they become part of. Commercial success, cultural relevance and respect for the surrounding place and its natural environment should always be considered together.
STH has specific experience supporting surf park projects across Europe — including commercial strategy, partnership development, sponsorship architecture, membership concepts and pre-opening planning.
Based in Europe. Working internationally.
References →
- Surftown
- Atlantica
- Utopia Eco Hostel
- Voited
- Salomon
- Bonfire
- Nikita
- Amer Sports
- ISPO
- Supersports
- Leonian Golf
- Blue Tomato
- OGZ
Quotes
“I’ve known Stephanie for more than 20 years and have had the pleasure of working with her at different stages of her career. What has always impressed me is her ability to combine strategic thinking with genuine care for people, products and long-term brand value. She understands how to build brands that grow commercially without losing what makes them authentic.”
“I’ve worked with Stephie for the last couple of years and have seen firsthand the experience, commercial mindset and strategic clarity she brings to every project. During SURFTOWN’s growth phase, she played a key role in developing strategic partnerships and unlocking new business opportunities. What sets her apart is her ability to connect people, brands and opportunities. She combines entrepreneurial thinking with a deep understanding of what it takes to turn ambitious visions into successful destinations.”
“Having worked closely with Stephanie, I have seen firsthand the value she brings to surf park and destination projects. She combines a strong understanding of the sector with deep expertise in brand strategy, partnerships and commercial development. Stephanie brings strategic clarity, commercial discipline and a genuinely collaborative approach, and we look forward to working together again in the future.”