Jeffrey's Bay or otherwise commonly known J-Bay is down as one of the best waves on the planet. With ASP hosting events, epic waves substantial size and length. The affliction with natures beasts draws every aspect of surfing into one neat and tidy break. The boom of this break in respect to surfing lies in direct relationship to the media. Featured in the Endless Summer series, the series of movies that arguably showcased surfing and its surfers to the entire world. Surfing movies of the narrative type appeal to those who perhaps are not diehard surfers and often have helped in spreading the surfing bug around the world, however at what cost to the breaks and communities that live for them.

J-Bay is labelled as a hot spot for development, being one of the fastest growing towns in South Africa. This rapid development has brought developers from all over the globe, all with intentions on generating profits off the back of one of the worlds surfing wonders and the people that guard this epic surfing break.

This rapid influx of people and various tourism industry has seen many long time locals become frustrated with their sacred wave being over-run and the surfing ethic discarded. The development and commercilisation of Jeffrey's Bay has left many with a feeling of unease as the sport and wave head down the marketing direction of other world famous breaks. Billabong has jumped on board and is listening to concerns, it seems that perhaps the desired direction is being taken, ensuring surfers are protected along with their breaks.

Sadly with more surfers seeking the ultimate waves, space becomes scarce and confrontations less irregular. Hopefully a solution is around the corner to keep surfing communities happy now and into the future.