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Spa services and wellness activities within the surf tourism experience; the case study of Jersey, Channel Islands.This paper explores the feasibility of developing spa and wellness activities within the surf tourism experience in Jersey (Channel Islands) from the surf traveller’s perspective. Using this worldview, we evaluate a surf tourism offer in Jersey. Through an analysis of the lifestyle and attitudes of today’s surf traveller, we offer preliminary suggestions to marketers and surf lodge owners to capitalise on this unique target market. The conceptual position, that we term Swellness, refers to the perceived wellness dimensions and benefits of surfing. We identify that spa and wellness elements are feasible add-ons for surf product development. The study has also revealed an openness towards other wellness-related concepts, such as Surf Set Fitness or manmade wave surfing parks. Furthermore, the research has shown that wellness and personal responsibility for well-being are part of a surf subculture.