On Labor Day weekend the largest gathering of freshwater surfers in the world flocked to Sheboygan, Wisconsin – “The Malibu of the Midwest” – for the Pacifico Dairyland Surf Classic. Hundreds of surfers and spectators attended the event, which began in 1988 with only 20 or so local attendees. Adventure beer brand Pacifico is the event sponsor and awarded a 6-foot surfboard to Stand-Up Paddle competition winner Matt Franke from Bloomington, IN.
Pictured: Event founders Larry Williams (left) and Lee Williams (right) with SUP race winner, Matt Franke (center) of Bloomington, IN.
Sheboygan is considered the premiere location on Lake Michigan for freshwater surfing, as its central positioning makes it an ideal spot for wind-generated waves in the fall and winter. The Surf Classic was founded by twin brothers Larry and Lee Williams, 40-plus year veterans of freshwater surfing and lifelong residents of Sheboygan.