Coco Ho, Pro Surfer for Volcom is one of the lead pro surfer in the female tour. She however states that Female Pro surfers do not currently deserve the same endorsement amount as their male equivalent in the tour. This confirms the Board Sport industry still being extremely male dominated. To the point that Pro female surfers will agree to the lack of equality in competition prize money between men and women. Does this confirm that this ” new breed” of sporty/ fit women are still objectified by the media in order to spread the trend into our society ?