---
title: "Surfboard brands in New Zealand: Which are searched most?"
description: "Compare the surfboard brands New Zealanders buy. Share of Search among Pyzel, Firewire, JS Industries, Torq and Ocean & Earth, the surfboard brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-surfboard-brands"
publisher: "Brandwave"
---

# Surfboard brands in New Zealand: Which are searched most?

Compare the surfboard brands New Zealanders buy. Share of Search among Pyzel, Firewire, JS Industries, Torq and Ocean & Earth, the surfboard brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Surfboard brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Pyzel, 30.2%

## Which brand is most popular in search among surfboard brands in New Zealand?

- In September 2026, Pyzel was the most searched among surfboard brands in New Zealand, with an estimated 160 branded searches, 30.2% of all searches for the five we track.
- Firewire is in 2nd place, 3.8 percentage points behind at 26.4%.
- Across the 12 months ending September 2026, Pyzel’s share of searches among surfboard brands in New Zealand increased from 29.6% to 30.2%.
- Across the 12 months ending September 2026, Ocean & Earth’s share of searches among surfboard brands in New Zealand decreased from 3.7% to 1.9%.
- Across the 12 months ending September 2026, Pyzel’s share of searches among surfboard brands in New Zealand peaked at 40.5% in June 2026 and was lowest at 24.7% in November 2025.
- Across the 12 months ending September 2026, Firewire’s share of searches among surfboard brands in New Zealand peaked at 39.8% in March 2026 and was lowest at 22.4% in December 2025.
- Across the 12 months ending September 2026, JS Industries’ share of searches among surfboard brands in New Zealand peaked at 21.6% in April 2026 and was lowest at 14.9% in January 2026.
- Across the 12 months ending September 2026, Torq’s share of searches among surfboard brands in New Zealand peaked at 30.1% in November 2025 and was lowest at 6.1% in May 2026.
- Across the 12 months ending September 2026, Ocean & Earth’s share of searches among surfboard brands in New Zealand peaked at 3.7% in October 2025 and was lowest at 1% in March 2026.
- Across the 12 months ending September 2026, Firewire, JS Industries and Torq held steady: their share of searches among surfboard brands in New Zealand each moved less than 0.5 percentage points.

## Top surfboard brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, JS Industries and Torq were mentioned most often, in four of the five answers. JS Industries was recommended most often, coming first in one out of five answers. Firewire and Ocean & Earth tied for second.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| JS Industries | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Firewire | 2nd | 1 of 3 | 1 of 2 | 2 of 5 |
| Ocean & Earth | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Torq | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Pyzel | 5th | 0 of 3 | 2 of 2 | 2 of 5 |

## Every AI answer about surfboard brands

- Asked ChatGPT "Which surfboard brand should I buy in New Zealand?": 1. Ocean & Earth, 2. Torq, 3. JS Industries
- Asked ChatGPT "What are the best surfboard brands in New Zealand?": 1. Firewire, 2. JS Industries, 3. Torq
- Asked ChatGPT "What's the best surfboard brand in New Zealand for a beginner surfer?": 1. Ocean & Earth, 2. Torq
- Searched Google, AI Overview "surfboard brands": 1. Firewire, 2. Pyzel, 3. JS Industries
- Searched Google, AI Overview "surfboard nz": 1. JS Industries, 2. Pyzel, 3. Torq

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Pyzel vs Firewire: compare search popularity](/demand/nz/compare/firewire-surfboards-vs-pyzel): 30.2% against 26.4% Share of Search.
- [Pyzel vs JS Industries: compare search popularity](/demand/nz/compare/js-industries-vs-pyzel): 30.2% against 20.8% Share of Search.
- [Pyzel vs Torq: compare search popularity](/demand/nz/compare/pyzel-vs-torq-surfboards): 30.2% against 20.8% Share of Search.
- [Firewire vs JS Industries: compare search popularity](/demand/nz/compare/firewire-surfboards-vs-js-industries): 26.4% against 20.8% Share of Search.
- [Firewire vs Torq: compare search popularity](/demand/nz/compare/firewire-surfboards-vs-torq-surfboards): 26.4% against 20.8% Share of Search.
- [JS Industries vs Torq: compare search popularity](/demand/nz/compare/js-industries-vs-torq-surfboards): 20.8% Share of Search each.

## How did search popularity change for New Zealand surfboard brands in September 2026?

- In September 2026, Torq gained share of searches among surfboard brands in New Zealand, from 10.3% to 20.8%.
- In September 2026, JS Industries gained share of searches among surfboard brands in New Zealand, from 15.5% to 20.8%.
- In September 2026, Firewire lost share of searches among surfboard brands in New Zealand, from 36.2% to 26.4%.
- In September 2026, Pyzel lost share of searches among surfboard brands in New Zealand, from 36.2% to 30.2%.
- Ocean & Earth’s share of searches among surfboard brands in New Zealand has gained ground for 3 months in a row, from 1.4% to 1.9% in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Pyzel | 30.2% | 160 | -23.8% | Pyzel |
| 2 | Firewire | 26.4% | 140 | -33.3% | Firewire |
| 3 | JS Industries | 20.8% | 110 | +22.2% | JS Industries |
| 4 | Torq | 20.8% | 110 | +83.3% | Torq |
| 5 | Ocean & Earth | 1.9% | 10 | 0.0% | Ocean & Earth |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pyzel | 160 | 29.6% | 1 |
| Oct 2025 | Firewire | 140 | 25.9% | 2 |
| Oct 2025 | JS Industries | 110 | 20.4% | 3 |
| Oct 2025 | Torq | 110 | 20.4% | 4 |
| Oct 2025 | Ocean & Earth | 20 | 3.7% | 5 |
| Nov 2025 | Torq | 220 | 30.1% | 1 |
| Nov 2025 | Pyzel | 180 | 24.7% | 2 |
| Nov 2025 | Firewire | 170 | 23.3% | 3 |
| Nov 2025 | JS Industries | 140 | 19.2% | 4 |
| Nov 2025 | Ocean & Earth | 20 | 2.7% | 5 |
| Dec 2025 | Pyzel | 230 | 30.3% | 1 |
| Dec 2025 | Torq | 200 | 26.3% | 2 |
| Dec 2025 | Firewire | 170 | 22.4% | 3 |
| Dec 2025 | JS Industries | 140 | 18.4% | 4 |
| Dec 2025 | Ocean & Earth | 20 | 2.6% | 5 |
| Jan 2026 | Firewire | 260 | 27.7% | 1 |
| Jan 2026 | Pyzel | 260 | 27.7% | 2 |
| Jan 2026 | Torq | 260 | 27.7% | 3 |
| Jan 2026 | JS Industries | 140 | 14.9% | 4 |
| Jan 2026 | Ocean & Earth | 20 | 2.1% | 5 |
| Feb 2026 | Firewire | 260 | 31% | 1 |
| Feb 2026 | Pyzel | 260 | 31% | 2 |
| Feb 2026 | Torq | 170 | 20.2% | 3 |
| Feb 2026 | JS Industries | 140 | 16.7% | 4 |
| Feb 2026 | Ocean & Earth | 10 | 1.2% | 5 |
| Mar 2026 | Firewire | 390 | 39.8% | 1 |
| Mar 2026 | Pyzel | 280 | 28.6% | 2 |
| Mar 2026 | JS Industries | 170 | 17.3% | 3 |
| Mar 2026 | Torq | 130 | 13.3% | 4 |
| Mar 2026 | Ocean & Earth | 10 | 1% | 5 |
| Apr 2026 | Firewire | 320 | 33% | 1 |
| Apr 2026 | Pyzel | 320 | 33% | 2 |
| Apr 2026 | JS Industries | 210 | 21.6% | 3 |
| Apr 2026 | Torq | 110 | 11.3% | 4 |
| Apr 2026 | Ocean & Earth | 10 | 1% | 5 |
| May 2026 | Firewire | 390 | 39.8% | 1 |
| May 2026 | Pyzel | 350 | 35.7% | 2 |
| May 2026 | JS Industries | 170 | 17.3% | 3 |
| May 2026 | Torq | 60 | 6.1% | 4 |
| May 2026 | Ocean & Earth | 10 | 1% | 5 |
| Jun 2026 | Pyzel | 300 | 40.5% | 1 |
| Jun 2026 | Firewire | 210 | 28.4% | 2 |
| Jun 2026 | JS Industries | 140 | 18.9% | 3 |
| Jun 2026 | Torq | 80 | 10.8% | 4 |
| Jun 2026 | Ocean & Earth | 10 | 1.4% | 5 |
| Jul 2026 | Pyzel | 220 | 37.3% | 1 |
| Jul 2026 | Firewire | 170 | 28.8% | 2 |
| Jul 2026 | JS Industries | 110 | 18.6% | 3 |
| Jul 2026 | Torq | 80 | 13.6% | 4 |
| Jul 2026 | Ocean & Earth | 10 | 1.7% | 5 |
| Aug 2026 | Firewire | 210 | 36.2% | 1 |
| Aug 2026 | Pyzel | 210 | 36.2% | 2 |
| Aug 2026 | JS Industries | 90 | 15.5% | 3 |
| Aug 2026 | Torq | 60 | 10.3% | 4 |
| Aug 2026 | Ocean & Earth | 10 | 1.7% | 5 |
| Sep 2026 | Pyzel | 160 | 30.2% | 1 |
| Sep 2026 | Firewire | 140 | 26.4% | 2 |
| Sep 2026 | JS Industries | 110 | 20.8% | 3 |
| Sep 2026 | Torq | 110 | 20.8% | 4 |
| Sep 2026 | Ocean & Earth | 10 | 1.9% | 5 |

## What is being compared

- **Firewire**: Measured on the search term “firewire surfboard”.
- **JS Industries**: Measured on the search term “js industries”.
- **Ocean & Earth**: Measured on the search term “ocean & earth”.
- **Pyzel**: Measured on the search terms “pyzel” and “pyzel surfboards”, summed into one figure.
- **Torq**: Measured on the search terms “torq surfboard” and “torq surfboards”, summed into one figure.

- [Firewire](/demand/nz/brands/firewire-surfboards)
- [JS Industries](/demand/nz/brands/js-industries)
- [Ocean & Earth](/demand/nz/brands/ocean-and-earth)
- [Pyzel](/demand/nz/brands/pyzel)
- [Torq](/demand/nz/brands/torq-surfboards)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among surfboard brands in New Zealand?

In September 2026, Pyzel was the most searched among surfboard brands in New Zealand, with an estimated 160 branded searches, 30.2% of all searches for the five we track.

## Cite this page

Brandwave. "Surfboard brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-surfboard-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-surfboard-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.