Surf super hero and all round good guy Kelly Slater yesterday announced the launch of the Kelly Slater Wave Company (KSWC) an organisation devoted to a new vision of entertainment; the first ever man-made natural water world-class wave, and all that comes with it.

Five years in the making and with a team of dedicated scientists, engineers and businessmen committed to the cause, KSWC'S pioneering wave generation and control technologies can now offer a never-ending wave; generated on the outside of a large pool and propagating onto an inner island where it breaks endlessly. The wave can be set to beginner, intermediate and pro levels and promises consistent surf, day in, day out.

But that's not all. On top of the wave itself KSWC intends to 'permanently change how people and business professionals think and interact with the surfing lifestyle', offering restaraunts, bars, retail and conference facilities all as part of the Slater wave riding concept. What's more the wave is now ready to deliver to interested parties - as Jeff Bizzack, co-founder of KSWC puts it, "this lifestyle experience combined with our innovative wave technology provides a perfect environment for guests to never want to leave a property."

"It's been a long and challenging development period, led by a formal scientific investigation, but we now understand how to generate and control the elements that produce ocean-type waves," Slater himself explains. "From the start, we've been committed to creating an authentic surfing experience."

Here in the Stranger office, we remain to be convinced. We're just not sure that a wave complete with restaurants, conference and retail facilities will be able to deliver the same authentic stoke you get from scoring a lucky spaghetti arms-worthy session at your favourite break when no one else is out.

Still if anyone can do it, ten times World Champ Slater can.

We'll keep you posted on developments...