IMAGINE SURF SUP S/S 2025 PREVIEW

Retail Buyers Guide: SUP S/S 2025 Retail Buyer’s Guide
Brand: Imagine Surf
Interviewee: Brian Green, President

2024 was a balancing act: getting rid of the 2022/23 inventory and introducing fresh SKUs. Did it turn out as you wish it would?
2024 was another tough year overall. We do not change our board models annually but add new models and new products as they become available. This strategy ensures that designs are current for multiple years and helps reduce the risk and related challenges for our partner retailers. This has definitely helped our partners in the current landscape but 2024 was still a slower year. For 2024 we added our newly designed Invader ISUP, new Bula Blade snap-in keel fin, and new kick up skeg to enhance some of our existing models.

How do you foresee the future of the category? Turning into a legit sport for the masses or still mainly use as a leisure activity by occasional participants?
The SUP category covers a lot of ground and participation continues to grow across the entire spectrum. It is such a beginner friendly activity that almost anyone can do it and our core products are focused on this recreational part of the market and having as much fun as possible. Like anything that connects with a mass market, the majority of participants are not on the water every day or even every week so in terms of numbers it will likely stay that way. But regardless of whether someone lives on the water or just went out for their first paddle, SUP offers an endless amount of exploration, fitness, and fun no matter your skill level.

How do your brand differentiate itself in the overcrowded “allround” segment? Pricing, technology, durability, wow factor?
It is really a combination of versatility, durability, value, along with the wow factor. We load our boards with features to maximize what you can do with them and they look great too! We have 2 models that fit in the allround category with the Icon and the Bula – both designed by our own Icon, Dave Kalama. The Icon is a bit more surf oriented and comes in smaller sizes, whereas the Bula is a bit bigger and more efficient in non-surf conditions. The Bula has become our top selling hardboard and was designed by Dave to be a great all around board for paddlers of any size and skill level. The Bula was also made to be the ideal platform for anyone wanting to learn to wing or windsurf without a foil. It is loaded with features for a variety of activities making it a single board that can do almost everything. We make this board in both a bamboo composite construction and in a super durable thermo-molded construction that is an ideal fleet board and is built to last.

The second bestselling category would be “adventure SUPs”, which spreads from the touring boards to the fishing/multi-user/river models. Which are the trending segments within your brand?
Our Bula fits this category as well with rail leash plugs and room for plenty of accessories, a windsurf mount, keel fin slot, and more. So 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. The Bula was designed to be a 1 board quiver.

Inflatables: Which are your flagship models for SS25?
Our top ISUP is still the Icon, which is the board we recommend most for all around fun. We include windsurfing mounts on this board and on all ISUP models for added fun and versatility. Additionally, our new Invader ISUP truly captures the essence of what Imagine Surf is about – sharing fun on the water with friends and family. It has dual air chambers for added rigidity and safety, high pressure relief valves on both chambers for added safety and durability, includes multiple windsurf mounts, a center keel fin slot, and numerous handles and tiedowns making it great for almost any activity.

Hardboards: who is your target customer for composite boards and what do you have to offer for SS25?
Our hardboard range covers a variety of models and sizes for different uses. The target hardboard customers for our most popular all around models includes beginners looking for a stable and versatile board they can use on day 1 and still enjoy for years as they become more experienced paddlers, along with those already seasoned paddlers looking for a great “go to” all around board they can use day in and day out. For our more specialized boards the target customer is a more experienced paddler looking for the surf performance of the Impact or the 9’6” Icon, or looking for the glide and efficiency of our 12’6” Mission. With proper care and storage these boards will provide many years of enjoyment at a price that won’t break the bank.

What kind of support do you offer for retailers? (pre-orders sales terms, in-season restocking, dropshipping, in-store demos…)
Our retailer dealers are the most important partners we have. Our support for our dealers varies based on their needs, but includes financial support with pre order and volume discounts and allowances, support of local marketing activities, and collaboration on marketing and local events and activities. Most importantly we can tailor what we do for each partner.

Key Products:

Bula:
The Bula was designed by Dave Kalama to have as much fun on the water as possible. It is super stable for any size paddler, it glides well, and surfs small waves with ease. Loaded with features for different kinds of adventures, it’s our most versatile board. The Bula is a 1 board quiver that can do it all.

Imagine Surf – Bula 11’6 Bamboo – Bule

Icon ISUP:
The Icon ISUP is our most popular ISUP and great for all around fun. Designed with the width, stability, and versatility to comfortably handle flat and choppy conditions, it provides the perfect balance of comfort, function, and fun on the water. Made with dual layer laminated PVC construction, reinforced rails, and loaded with features, it’s hard to beat the Icon.

Imagine Surf – Icon ISUP 11’0 – Orange

Invader:
Our new Invader provides a great way to enjoy the water with your friends. Multiple windsurf mounts and a center keel fin make the Invader ideal for combining windpower with paddle power in any configuration while dual air chambers and pressure relief valves increase safety and durability. From flat water to swells and waves, the Invader brings the fun!

Imagine Surf Invader