Felicity Palmateer rides a wave for dementia research as Wipeout Dementia marks 10 years

Professional big-wave surfer Felicity Palmateer has shared her deeply personal story of losing her mother to younger-onset dementia, joining 72 surfers in the 10-year anniversary event of Wipeout Dementia, which raised $350,000 for dementia research at the Centre for Healthy Brain Ageing (CHeBA) at UNSW Sydney.

Palmateer’s mother, Pauline, was diagnosed with frontotemporal dementia at 46 and died six years later, aged just 52.

“Watching Mum deteriorate was like losing her in slow motion,” Palmateer said. “She was diagnosed at 46, and over the next six years I saw her health decline until she passed away in 2021. Losing her so young has given me an incredible sense of urgency – to live life fully, to cherish the people I love and to do whatever I can to help change the future for families like mine.”

Palmateer said joining Wipeout Dementia was an emotional experience.

“The energy on the day was unreal. There was such a sense of community and purpose in the water. Everyone was surfing for someone they love, and that gave the whole event incredible heart,” she said.

Ten years of waves for a cause

Since its launch in 2015, Wipeout Dementia has grown from a small executive surf competition into one of Sydney’s most distinctive corporate social impact campaigns. The event links physical fitness and brain health while raising funds for dementia research through CHeBA’s Dementia Momentum initiative.

This year’s event, held at URBNSURF Sydney, brought together 72 corporate surfers led by industry captains and supported by ambassadors including Wayne “Rabbit” Bartholomew AM, Mark “Occy” Occhilupo, Owen Wright and Palmateer.

The 2025 campaign raised $350,000, bringing the total to more than $2 million since inception. Funds support research into brain ageing, prevention and treatment strategies, and international studies into vascular dementia – sometimes called the “preventable dementia.”

“Each year we see the human side of dementia through the stories of our surfers,” said Professor Henry Brodaty AO, CHeBA Co-Director. “Their passion fuels our research and reminds us why advancing prevention and treatment is so urgent. Dementia isn’t just a health issue; it’s a social and economic challenge that will touch every Australian family.”

Surfing toward a healthier brain

CHeBA Co-Director Professor Perminder Sachdev AM said Wipeout Dementia has become a powerful example of community-driven research funding.

“Events like Wipeout Dementia show what happens when corporate and community leaders unite around purpose. This funding directly supports research that improves diagnosis, prevention and treatment of dementia – one of the defining health challenges of our time.”

CHeBA’s Maintain Your Brain trial – the world’s largest online lifestyle intervention study – found that lifestyle changes can delay dementia onset by more than a year. Researchers say that shift alone could reduce dementia prevalence by 15 per cent by mid-century, saving billions in care costs.

A decade of impact

Campaign creator Heidi Douglass said the 10-year milestone is a reminder of what collaboration can achieve.

“What started as a wild idea – an executive surf comp linking fitness, brain health and community – has become a movement that’s changed the conversation around dementia,” Douglass said. “It’s about families like Felicity’s and the countless others who have shared their stories. Every surfer, sponsor and supporter is helping to accelerate the science that will change the future of dementia in Australia.”

As Australia’s ageing population grows and dementia remains the leading cause of death, Wipeout Dementia continues to stand as a symbol of hope – showing that through community, connection and research, real change is possible.

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