SUP S/S 2025 Retail Buyer’s Guide
Cleared stocks, clear skies? The coming spring-summer 2025 season might well be a blank slate, as the overstocks of the former ranges eventually disappeared like nobody’s business. The time has come for a new momentum, packed with innovations, reliability and rational goals. By David Bianic
While the governments in Europe are focused on debt reduction programs and macroeconomics mish-mash, it is wise to take a step back and remember who we are. Before the Paris Olympics, a few surveys showed how much people – namely French people – spend on their sport activities. The average budget was estimated at €260 per year, including tickets as spectators, season subscriptions for the gym, kids football club, etc. This clearly doesn’t reflect our boardsport community. Whether we are spoiled brats or we did make some life choices to prioritize our beloved sports, our actual budget peaks way above that national average.
The point is that the stress generated by inflation and economic crisis on our spendings is a relative thing. It only applies to a certain extent. “The heart has its reasons which reason knows nothing of”, right? Stand-up paddle boarding, like many other boardsports, is a matter of “inspirational purchase”. It is more than a tool, it is a purveyor of emotions. And we all know, emotions are priceless. Or so.
Before we dive in the upcoming summer fresh product, let’s have a look at the year being as we made clear in the couple previous Retail Buyer’s Guides that unsold products of the 2022 and 2023 seasons cleared plagued the market. Brands almost unanimously report the end of this overstock crisis, as confirmed by Steve West, Head of Communications for Mistral: “Most of the 2022/23 inventory made its way out of the warehouse.” Unsurprisingly, the 2024 ranges were mostly carry-overs, with a few fresh SKUs here and there, as spotted at Aqua Marina: “The successful launch of several outstanding new SKUs allowed us to capitalize on market opportunities. To maximize the impact of these new offerings, we increased our investment in marketing efforts,” reveals Arlene Song, Marketing Communication Manager.
While brands hit the brakes until better times, they kept their new ideas under their sleeves. And now is eventually the moment to launch fresh SUP designs and constructions on the market. “Similar market up and down movements already happened to inline skates and snowboards”, reminds Nikolaus Dietrich, Head of Sales at Indiana, “both categories boomed at the beginning, felt down after a market overflooding with cheap products and came back on a more stable and higher price level.”
SS25 All-rounders trends
Apart from the popsicle skateboard deck maybe, never a single design has been so synonymous with a boardsport as a whole. Yep, the all-around, all-rounder (choose your poison) crushes the SUP market like no other design. The most user-friendly species of the SUP fauna opened the gates for the masses, and with them came the predators out there. “While low-cost boards dominate the beginner market, offering a gateway for many to try paddleboarding, they often come with limitations that may discourage newcomers”, reflects the marketing and design team at Sharks SUP, before adding “many first-time users become disheartened, thinking the sport isn’t for them, when in reality, it’s the equipment that lets them down.”
“They all look the same!” You might think the resembling outlines of the allround SUPs makes them equal. They are not. For dedicated brands, there lies the challenge: differentiate themselves from the no-names labels, those who strips the construction specifications to the bare minimum for cost efficiency, disregarding the end-user experience. Yet many entry-level iSUP embark high-tech solutions that make a huge difference. See the two new 2025 models at Aqua Marina, the Halo and Airo. Thanks to the AirLite™ TPU Woven Material technology, “the overall weight has been reduced by 10% compared to traditional knitted drop-stitch materials, while maintaining exceptional rigidity and structural integrity”, says Arlene, claiming “they can be effortlessly lifted with just one hand”. The Airo implements their PicoPack design, which makes it 29% more compact when packed compared to standard SUPs.
Airboard also pushes its new iSUPs “on a diet”, the Ultralight models such as the Strider: “Half weight, half packing size”, ensures Thomas Schillig, Product Manager. The Strider is the travel board par excellence, “easy to carry on public transport, airplanes, or hiking adventures, from city trips to extreme explorations”. Versatility is the mantra with Sharks SUP’s Cruiser, a 11’6’’ iSUP “designed for paddlers just starting out who need an easy-to-use board that they won’t outgrow”. The Cruiser is made to last thanks to a triple rail edge construction, welded seams, and a quick-clip fin system. Equally interesting, it comes in various widths and thicknesses to suit different rider heights and weights. On another note, safety restrictions on iSUPs aren’t on the agenda yet, but “there was always the threat from the powers in various regions that double chamber boards may be required, elevating them from a toy to a feasible life-saving device, or at least a nomenclature and categorization of this type” says Steve at Mistral. Hence the Colora 11’6’’, a double chamber construction which adds rigidity and “an added level of safety”, packed with action camera mount, Mistral’s bespoke weed-free fin, and a rear grab handle. Safety is also a priority on the Invader iSUP from Imagine Surf, a family board with dual air chambers and high pressure relief valves (on both chambers).
Midway between the inflatable and full-on composite boards, the soft-top SUP allrounder remains popular for its mix of overall rigidity and snug deck comfort, but above all for its capacity to endure any abuse. Staple unit in Mistral’s range, the Go Free soft-top is available in 10’6, 11’0 and 11’6 lengths, and ticks many boxes according to Steve West, “including improved performance levels, low-impact in the case of falls, fewer dings and yet easily repaired”. No wonder why the schools/rental stations look no further for their fleets.
SS25 Touring SUP: “To infinity and beyond!”
The consistent growth of the touring category over the past five years or so is probably one the greatest indicator showing that stand-up paddle boarding can be more than a hobby and turn into a proper sport, or at least a legit outdoor activity. “They represent a growing maturity and aspirational vision from end-users who have been through the family board phase and have been motivated to further their interests”, sums up Steve at Mistral about the touring SUPs. For an easy transition from allrounders to touring style boards, the Flare at Vast is designed intendedly as an “introductory board to adventure SUP”, says Tom Lazarus, Sale Operations Manager: “We have left it slightly wider than most touring boards to ensure stability for those not used to the touring paddling style, but shaped to ensure that glide can still come easily.”
Sporty yet stable, the 12’6 Touring Classic Edition Inflatable from Indiana also speaks to those users, making it “the perfect choice for micro-adventures and smaller tours” says Nikolaus Dietrich, Head of Sales: “Stable and secure thanks to its 31 inch width and with the pointed and flat straight shape, it allows you to move forward quickly”. In addition, a fiberglass foot base around the stand area provides a hardboard feeling. The CruisAir from JP Australia also fits in this category, with a nicely balanced outline which makes it fast and yet stable, especially with its wide tail area. The Super Edition and Light Edition of the CruisAir come in two tier technologies, the premium models using an innovative 3D stringer to increase stiffness: “It connects the deck, rail and bottom into one strong and solid U-beam.” For those who want to go even further than merely “touring”, a few brands offer proper adventure iSUPs, such as the 14’ Voyager from Red Paddle Co, “a long-range expedition board, the length of a racer with ample width for confidence and extra cargo”, pitches George Shillito, Commercial Director. The board features an innovative Spin Box technology, i.e. a removable centre fin for increased turning control in tighter spots, “whilst the twin fin and V-HULL offer total straight line control over long distances”.
As mentioned in our previous SUP Retail Buyer’s Guides, the touring spirit has infused the all-round category, giving birth to hybrid models like the 11’6’’ Family Pack Misty Blue, again from Indiana, with a “pointed, flat and therefore fast shape” which offers plenty of volume and loading space for longer trips. The Venus model from JP Australia shares similar characteristics, but this time, aimed at women. Mixing the outlines and features of the AllroundAir and CruisAir, “these boards are perfect for cruising, touring, fitness and yoga”. The Venus comes in a 5” thickness, which provides a lower standing position and lighter weight, in addition to LE technology for the lightest weight.
SS25 “Swiss Knife” SUP
As boardsport enthusiasts, we grew up in our respective disciplines with the idea of a quiver: for each condition, its board. The do-it-all board was a pipe dream and SUP should not be an exception, right? Wrong, the versatile Swiss Knife SUP is clearly praised by consumer not endemic to our boardsport culture. See the Bula from Imagine Surf, claimed to be the one-board quiver by Brian Greene: “This board is not only a great all around SUP but ideal for fishing, adding a seatback and kayak style paddling, windsports, yoga, and it surfs small waves with ease.” To be honest, we also clearly looked down on the kayak-modular SUP. It’s called “stand up” paddle board, why would you want to seat on that thing? Many boardsport retailers disregarded those models and helped the outdoor superstores as well as the online players seize this market share. We got stuck on the “surfboard” lineage when we should have seen the “paddle” lineage, hence the success of The Paddle Sports Show, were kayak, canoe, outrigger, SUP and foil are gathered under a same roof. “Whether you’re looking to enjoy a short, casual paddle, embark on multi-day trips, take a child along in comfort with a seat attachment, or even convert the board into a double kayak, our boards are designed to accommodate all these scenarios”, says the Sandbanks Style owner, as they now also market proper inflatable kayaks using the same dropstitch construction as their SUP counterparts, respectively the Optimal and Explorer Kayak.
As well as the multi-sport iSUP comes the multi-person iSUP. While you can fit your kid/dog on most allround boards, dedicated models are on offer, like the aptly named Family SUP at Spinera, a 13’’ x 34’’ big boy, “perfect for up to two adults”, as it can handle a maximum payload of 250 kg, “ensuring stability even with heavier loads”. The Family 13’ is also kayak-convertible, ready for two kayak seats thanks to D-rings. And once your kiddo will no longer want to seat by its pop or mum, he might want to sail free on its own, and preferably on a board that looks cool. JBAY.ZONE caters to this niche market with its Rush CJ1, “designed for kids who want a slim and fast SUP board”, says Massimo Vanzin, R&D wizard. While it can accommodate riders up to 100kg, its length to width ratio (10’6’’ x 27’’) makes it a better option for lighter paddlers looking for an aggressive and sleek design.
The rise of foil sports also supports the trend of wind & wing-friendly SUP such as Indiana’s 10’6’’ Wing Allround inflatable: “If it’s windy you can Wing Surf with it. In light winds, the two side fins, which can be attached to the Air7 Click-fin boxes, help to maintain the height. In stronger winds, the 9’’ allround fin is enough to stay on track and the very long silicone tear-off edge helps to achieve the necessary speed.” For a brand whose DNA originates from windsurfing, it also made sense to offer this “magic formula: Windsurf + SUP + inflatable = WindsupAIR.” When switched into wind mode, the addition of a center fin “allows for better upwind performance”. Sailing or paddling? Chose not to chose.
SS25 Hardboard SUP: the real thing
There is no arguing the inflatable construction killed the hardboard SUP segment thanks to all the benefits we know for the casual participant. Yet, and there lies the paradox, the hardboard may well benefit from the rise of “sportier” iSUPs such as the touring models. The actual advantage of a full-on composite construction on performance isn’t drastic per se compared to an inflatable model, it’s the sheer feeling of the “hard” board which makes a world of difference. Among those transition boards, NSP’s Omni launched last year remains a flagship product of their SS25 range. “The OMNI is specifically designed for those who have outgrown their recreational boards, whether inflatable or hardboard, typically with widths over 30 inches”, declares Jarrason Bitton, Design & Communications Manager. Implementing a designed hybrid rocker and the tail from the High Roller longboard surfing SUP, in 12’6’’ and 14’ lengths, the Omni “is a shape that rides waves, cruises on flat or bumpy ocean, with effortless stability and glide making this the perfect board for touring, leisure, training, or entering your first race”. At Norden Surfboards, the CEO and Product Designer Andy Wirtz also offers similar shapes, such as his new Glider in 14’, for ocean paddling, as well as a narrower touring shape in the same length, the Fast Traveler, which sits in “a mix between a race and a touring shape”. And if there is something the inflatable SUPs cannot compete with, it’s the esthetics of a composite board. Let’s take the 12’6’’ Touring S Carbon/Wood at Indiana, a narrower 27.5” shape that makes it fast, yet stable, in an all-round carbon fabric, stiff and light, and “thanks to the Paulownia wood veneer on the deck, it is a visual highlight”, adds proudly Nikolaus Dietrich.
Again, hardboards still have a (substantial) edge on their air-filled counterparts when it comes to venturing in the waves. The enhanced stiffness, the refined rails and rocker make the experience more enjoyable, even for the average Joe. The longboard style shapes are timeless and still enjoy somewhat of a cult following. The High Roller SLX from NSP or Norden’s Pintail are definitely worth considering because they “bring back the fun of SUP surfing, paddle away from the crowds and catch more waves than anybody and ride with style”, sums up Andy at Norden.
Retailer support
The relation between retailers and their partners – the brand or distributor – is to be monitored closely these days to avoid recurring overstock or shortage issues. Back to basics, the pre-order sales terms “are thoughtfully designed to support effective inventory planning”, says Arlene at Aqua Marina. And if business exceeds your expectations, rest assured: brands like Vast keep you covered, “holding additional stocks on top of the preorders to help with in season purchasing”. Further incentives like additional discounts for early payment are proposed by Norden, “so in the end they get a good margin for their commitment”, says Andy Wirtz.
In addition to the pre-order discounts, an alternative order process such as drop-shipping comes handy, but also the possibility of FOB sales term at JBAY.ZONE per example. Eventually, one word struck our mind regarding retailer support, through the voice of George Shillito at Red Paddle Co.: “Alongside our trade B2B site, instore support, local distribution services, pre-order pricing and re-order top ups, and find a shop map – we offer retailers certainty.” Certainty. There is nothing worse than volatility for a perennial business. Stick to the endemic players out there and we shall be safe.
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