While competition-based team sports remain dominant in community and sport-for-development programs, researchers are exploring the value of alternative, less “sportized” activities such as lifestyle/action sports. In this paper, we explore the ways in which surfing is being used in development programs in Aotearoa/New Zealand, examining the perceived social benefits and impact. Our methods involved: (a) mapping the range of surfing projects; and (b) 8 in-depth interviews with program personnel. Widespread conviction in the positive developmental benefits of surfing was evident, and that surfing had a “special” capacity to reform or heal those who participate in it. However, the ways in which individuals’ self-developments were promoted appear to be following the traditional sport/youth development path. They focus on policies aimed at improved life chances, equipping youth with the tools for self-improvement and self-management, inculcating self-governance and self-reliance. However, a counter narrative co-existed, highlighting surfing as a freeing experience, which, rather than restoring social order, works to instigate a personal transformation or awakening. Despite the range of challenges presented by surfing as a tool for positive development, surfing presents a potentially “critical alternative” which if sport-for-development programs are to be a form of social change, we should remain open to exploring.