SUP Summer 2016 Trend Report

Red Paddle

The stand up paddle industry is diversifying in a myriad of directions while still seeing growth and having a significant impact both beside the ocean and inland. I am pleased to once again have the opportunity to share what I have gleaned these past months regarding the health of the SUP industry. I would be remiss in not reminding you of the vision evoked some years ago by Laird Hamilton; of seeing SUP become the bicycle of water sports. Today, more than ever, all signs indicate that this is exactly what is happening. If I were a weatherman my forecast for the 2016 European SUP season would be simple: “Bright with a few clouds on the horizon…” Report by SUP Editor Robert Etienne.

KEY EUROPEAN MARKETS
Our best indicator for this year’s market outlook here in Europe is to look at how our friends in the southern hemisphere have fared (opposite seasons means they’ve coming to the end of their summer). It is summed up in one word – growth! Both Australia and New Zealand have recorded strong sales with about 30% growth for their 2016 season, according to John Hibbard, Red Paddle Co’s Founder and Brand Director, while there is no guarantee that the European market will mimic this trend, the steady growth and low inventories at season’s end are very positive signs.

Germany, France and the UK clearly continue to lead in terms of volume. However, the direct imports offered by various Asian producers, especially for inflatables, has caused major brands to be more cautious in sharing numbers. Karin Gertenbach, International sales manager at Fanatic remarks: “At Fanatic we’re even careful not to disclose total national sales estimates (all brands) for any country as they’ve seen too many Far East producers contact dealers directly with seemingly great prices but poor quality product as well as non existent customer service”. The smaller market sizes are also proving to be solid players, boasting a steady rise in their sales, as stated by Karl Muller distributor for both Naish and Starboard for Switzerland and Austria.

While at ISPO in Munich last January, I had the opportunity to speak with PaddleExpo’s founder Horst Fürsattel to get his view on SUP oversupply risk due to the steady rise in the sport’s popularity. Horst responded with measure: “In my view, I think that many of the players in the SUP scene are the same professionals who’ve learned good lessons in the years of windsurfing’s oversupply; those still in the business have years of experience and are cautious to no longer stock high levels of inventory”. When asked what exciting novelty to expect at next PaddleExpo (Nurenberg, October 7-9, 2016), Horst answered: “I am checking out the options for an on-water demo on the first exhibition day with BBQ and all if we can get the authorization in time.”

Brunotti

HOT TRENDS
As the sport continues to mature, materials, design and technology have also continued to improve, resulting in lighter and stiffer boards. Nowhere is this more noticeable than in the inflatable category where these improvements are literally felt when lifting the board and pushing off for a paddle.

John Hibbard, Red Paddle Co’s Founder and Brand Director reports: “The biggest thing for us this season is the MSL technology (Monocoque Structural Laminate). By automating the outer/second layer laminating process we have been able to produce boards with an unrivalled cosmetic finish that is 20% lighter but also up to 5% stiffer.” When asked if this has other advantages, Hibbard is quick to respond: “Yes, the MSL boards also roll up smaller so you get improvements in all aspects.”

High-end board designs continue to evolve, but according to the majority of  brands  the bulk of sales remain within the mass market/general participation category (10’6’’ – 11’ all-round boards). Hibbard adds “SUP is a sport for all, so, while there are some niche trends with race board designs, for example, the main tendency will be that there are more people on the water in the general participation category.”

Helgo Lass, SIC’s Sales Manager shares: “At the high wind areas, downwind becomes more and more of a hot topic, as riders become more attracted to the discipline”. Although SIC was somewhat of a niche ‘custom’ brand, things are rapidly changing since their partnership with Flow Sports. Their roots remain deeply embedded in open ocean and coastal downwind riding.

Thierry Kunz, Brand Lead for Nidecker and Laird Standup concludes: “There are so many ways to use a SUP today that trends come from everywhere, but in the end, enjoying riding is the most important trend.” 

RETAILER SUPPORT
Since the sport is still so new to the masses and because more and more non-watersport consumers are joining the activity, the industry needs to educate the newcomers and train sales staff. This is key to the healthy growth of both the sport and the industry. Clément Morandière, Starboard’s International Sales Manager clearly understands this and states: “It’s so important to correctly relay the specifics and direction of the brand. Last September, we had 250 boards and paddles shipped to the Costa Brava (Spain) where over 300 dealers and 35 distributors participated in our 2016 international sales meeting. Our entire crew made the trip to share product innovations, and conduct presentations.”

On retailer support, Benoit Treguilly, Bic’s Communication Manager likes to have feet on the ground: “There’s nothing better than regular shop visits by our sales reps. Despite the myriad of tools available (retail shows, online website, online training, sales books etc.), it is very difficult to replace having a sales rep actually go and visit the store, talk to the owner and present the range.”

At Red Paddle Co they’re building a platform to help retailers learn about what the company does and specifically how they work and differ from the pack. John Hibbard, Red Paddle Co’s Founder and Brand Director says: “Our global retail network is our focus. We want to help every sales person in every shop that sells Red Paddle to be able to sell with more confidence and more knowledge and not just read from the brochure.”

The opportunity to get on the water and demo the product remains key. Hoff‘s Marketing Manager, Benoit Brecq (NSP, Ari’i Nui) promises: “For 2016 we are developing training days for the top retailers, where we will come with our SUP Demo Truck to inform them about technologies and shapes”.

Fanatic

ONLINE VS BRICKS & MORTAR
Online stores have massively benefited from the ease of selling inflatables as they’re already boxed up and easy to store. This is certainly the single factor that has motivated so many to enter the business. On the downside, many consumers have had the unpleasant surprise of purchasing poor quality equipment and have had terrible experiences in getting return authorizations with faulty products and ensuing logistics of the exchange. Brands unanimously agree that nothing replaces the feeling of being in a shop where friendly, experienced and passionate staff share the stoke. Sander Blauw NSP’s Sales & Marketing Manager comments: “Online is growing but only works when combined with brick and mortar; actual stores with a solid online presence carry much more trust, repurchase and upsell potential than simply anonymous web sales”. People still want to try before they buy. For Red Paddle Co this translates into the majority of their online stores also having brick and mortar stores.

Nikki Wester Naish Marketing at Kubus Sports concludes: “Shipping of hard boards is complex, so we’re talking to (brick and mortar) retailers about defending their margin and market by not just focusing on air boards but being specialized in hard boards as well where online retailers can’t compete.”

OPPORTUNITIES & THREATS
Maybe cliché, but the analogy fits: SUP has the wind in its sails! It is so attractive and accessible to the masses, diverse in its uses and applications and offers so many avenues for income.

Focus SUP Europe’s Phil Mandeau points out: “The Sport of SUP is starting to get the attention of the general public. More and more SUP schools, races and retailers are popping up on the market. SUP federations are forming and SUP is a sport for every age and person.”

A pessimist might see an industry going in too many directions, but this is an opportunity for all-weather users and for those making a living from SUP. As an industry, we need to be responsible in the ways we address every angle of the sport to protect its image as best we can and to create potential chances for its development. My approach is usually “the more, the merrier…” and have heard such extremes as a dog trainer teaching people to SUP with their dog! No joke and he is handsomely paid to take four-six dogs and owners for ‘doggie SUP training’. In Hawaii, a reputed rehab centre has been working with combat veterans to help with their mobility and balance. The soldiers report that this has helped beyond the physical benefits and love the activity. There seems to be no end to SUPs reach: Touring, surf, race, downwind, river, fitness, yoga, fishing, polo, rehab, yacht tender and so forth. Cross utilization of modern day SUPs is virtually endless.

I think this personal anecdote about sums it up: Just three years ago, I was invited on a sailing trip on France’s Mediterranean coast and we took along three inflatables. Out of some 70 yachts moored in a pristine bay off the island of Porquerolles, about half a dozen yachts had a SUP on-board. When I returned to the same place last year, it was the complete opposite; one could hardly spot a yacht without at least one SUP on-board.

Boat owners are now considering wide inflatable SUPs to use as tenders instead of traditional rubber dinghies and sometimes a mix of both. This trend is enabling coastal marine supply stores and ship chandlers to foray into the SUP industry and it will be interesting tracking their numbers.

Sander Blauw, NSP’s Sales & Marketing Manager reminds us of the importance of SUP centres: “There are still big opportunities for schools and rental businesses introducing more people to surf and SUP”. Karin Gertenbach, International Sales Manager at Fanatic is more reserved: “We think 2016 will see a bit of consolidation and perhaps not quite the same steep growth as the last two years, which is always good for an industry to reflect on where it wants to go in the long term.” 

Hibbard of Red Paddle Co cautions: “Probably the biggest threat is shops not forecasting and stocking enough product. Last summer, for example, there were times when everyone was out of stock and we were even able to sell demo boards at full price – people were that desperate to buy a board!”

Brunotti’s PR manager, Anouk van Haaster states: “The biggest threat is the big vertical companies pushing out cheap SUPs.”

Beyond the pros and cons of this dynamic industry, it’s refreshing to hear of sustainable efforts some are implementing: “We’re planting mangroves to rebuild Thailand’s coast line and bringing solar panels to our office’s roof; it’s just a start,” shares Starboard’s Clément Morandière.

SOMETHING FOR THE FUTURE?
There are many novel ideas on show as one walks the tradeshow halls, and here are a few of the most innovative trying to grab their slice of the pie. Sipaboards, a new Slovenian company presented their crowd-funded, jet-propelled, self-inflating SUP at PaddleExpo. Tripstix, a Munich based start-up is bridging the gap between inflatable SUPs and hardboards. They presented VacuuAir technology at ISPO’s Brand New platform and Founder Andreas Trapp, an engineer says: “Our new VacuuAir technology combines pressure chambers, which define the shape of the board with vacuum chambers creating stiffness.”

As previously mentioned, SUP is going 365, and to go along with it there are many promising products being launched to ease cold-water paddling during the winter months. The Dador Quantum drysuit has been created by proficient Swiss SUP distributor, Karl Muller. He hired a ski clothing designer to eliminate the ‘baggy’ look of traditional drysuits and is made with a hi-tech breathable, 100% waterproof material produced by Schoeller of Switzerland. Another interesting innovation from the is Yona Belfort’s dry glove start-up with Furnace. Also crowd-funded, the dry glove includes an internal bite valve allowing you to add (blow) warm air from your mouth into the glove before you hit the water.

Starboard

OUTLOOK
Here is what New Zealand SUP pioneer Bill Dawes, a key distributor in the Southern Hemisphere had to say about 2016 sales in his region: “We’ve had another huge season; Red Paddle Co is once again the best selling paddleboard brand in New Zealand and sales are up 35% on last year. There are far more cheap inflatable brands on the market now, but we seem to be holding market share against them. There will always be a market for the best quality product. And the MSL Fusion has been a huge factor in this, I think it could have been very different if we hadn’t been able to shout about how the boards are so much lighter yet still just as strong and tough…”

With record sales in the antipodes, new technologies generating lighter, stiffer and stronger boards, equipment novelties making SUP a year-round sport in any climate and the ever increasing applications; now is the time to review the final checklist or if still unsure, think no more – JUMP ABOARD!