FANATIC SUP 2025 PREVIEW

Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: Fanatic
Interviewee: Alexander Hasch, Head of Sales & Marketing International

In our previous SUP Buyer’s Guide, most indicators showed the 2022-23 overstocks were clearing out. Did 2024 end on the same note with a better demand vs. offer balance?
The demand situation for SUPs has improved noticeably in 2024 compared to the overstocks reported during the 2022-23 season. Sales figures indicate that demand has remained stable, while stock levels in many retail outlets have been gradually reduced. The main factors that have contributed to the improvement in the balance between supply and demand are

Rising popularity of outdoor activities: Interest in water sports and outdoor activities has increased, fuelling demand for SUPs.
Changing buying behaviour: Shoppers have adapted and tend to buy less impulsively, meaning they are more targeted in their search for specific models. This has led to a more balanced demand also in the mid price segment where we positioned our new SS25 iSUP range.
Availability on different platforms: Retailers have diversified their distribution strategies by offering SUPs through different channels, including online platforms, which has improved access to the products.
To summarise, 2024 ended with a more positive demand to supply ratio in the SUP market, reducing many of the overstocks.

Cheaper entry-level iSUPs represent the bulk of the sales but the segment is flooded with brands and products, whereas more advanced SUPs offer better margins. How do you intend to position your brand on the market spectrum in 2026?
In order to optimally position our brand in the SUP market in 2026, we will strive for a strategic combination of diversification, brand development and addressing target groups. Here are the planned steps:
Focus on low weight/ low packing dimensions in combination with high quality: while the entry-level price SUP market is highly competitive, we want to stand out by offering high-quality, products which are extremely light and have a very small packing dimensions. We will use a new technology and integrate innovative designs into our products. With this brand new S | L | T Technology we have probably created the lightest iSUP boards with the most compact packing dimensions out there. Yet our unique woven drop-stitch material and machine-welded seams guarantee an even stronger and longer lasting product. Targeted marketing strategies: We will target specific customer segments interested in more advanced SUPs. This includes not only recreational users, but also competitive athletes and fitness enthusiasts. We plan to target advertising through social media campaigns, influencer marketing and events. Product innovations and variations: To differentiate ourselves in the market, we will develop new product lines that support different activities, such as touring, yoga or fishing. This will allow us to offer our customers a wider choice and secure a piece of the market. Expansion of the distribution network: In addition to online sales, we will enter into partnerships with specialised retailers and sports shops. This will help us to increase our visibility and offerings. Strengthening the brand identity: A clear brand identity that stands for quality, sustainability and innovation will be crucial. We will create stories and experiences around the brand that strengthen the bond with customers. Customer feedback and adaptation: Regular market analyses and customer feedback will help us to identify trends at an early stage and adapt our product offerings accordingly. By effectively implementing these strategies, we plan to clearly position our brand in a highly competitive environment and be successful in both the entry-level price and premium segments.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
Fly Air S/L/T (Surf & Allround) and Ray Air S/L/T (Touring & Freeracing)

Which Specialty iSUP are you pushing in 2026: Race & Flatwater, River, Fishing, SUP-Kayak…?
Viper Air S/L/T (iWindsurf / Allround)

There has been a relative status quo the past 3 years regarding new technologies & materials? Do you have some exciting news to share for the year coming or did the SUP products reach a maturity in designs/constructions?
SIZE DOES MATTER! 20.25 marks a major update to our iSUP range. While our tried and tested shapes remain unchanged, we have completely overhauled the construction. It all started over 2 years ago with a big survey of our customers, asking them what the most important buying factors were. Although we already had a pretty good idea, the results were overwhelming. For over 90% only 2 things are important: weight and packing volume. With this focus, we developed a brand new material with our supplier. Instead of the industry-standard knitted material, we have switched to woven drop-stitch material for all our boards. This material is 20 % lighter but still even stiffer. Just as importantly, the woven material is much easier and more compact to roll. All panels are connected through welding now instead of glue. This not only means a significant improvement in durability, but also a considerable weight saving due to the elimination of the heavy adhesive. Finally, even the EVA deckpad has been optimized. The additional split in the middle further reduces the weight and ensures an even more compact roll-up. The end result is truly stunning, as our S | L | T boards are probably the lightest and most compact iSUPs on the market (up to 20% lighter than their predecessors with a packing volume reduced by around 40%). Finally we have added a couple of brand-new features to our iSUP range:
– Additional D-rings in the back for optional seat attachment
– TOW + ACTION-CAM COMBO-MOUNT
– LASHING + SHOULDER COMBO-STRAP

(hardboard brands only) The opportunity for hardboard sales seem to be primarily in the school/rental area or in the high-end performance models. How do you cater to this demand?
We still offer hardboards in nearly all segments like wave, allround, touring and schooling.

Key Products:

THE FLY AIR S | L | T:
PERFORMS IN EVERYTHING FROM FLATWATER TO SMALL WAVES. HIGHLY PORTABLE, STRONG, STIFF AND DURABLE, IT IS THE CONVENIENT ANSWER TO LIMITED STORAGE, CITY LIFE AND TRAVELLERS’ DEMANDS. WITH A GREAT MIX OF GLIDE, STABILITY AND ALL TERRAIN VERSATILITY, THE ALL-AROUND OUTLINE AND GENEROUS VOLUME CATER FOR THOSE LOOKING FOR AN EASY RIDE.

FAS25_SUP_Infla_Fly_Air_SLT_Deck_Base_

THE RAY AIR S | L | T:
IS OUR INFLATABLE TOURING SUP THAT HAS SLEEK LINES AND IMMENSE GLIDE, MAKING IT THE PERFECT ISUP FOR EVERYONE PADDLING SOME DISTANCE EXPLORING MILES OF COASTLINE, LAKES OR CHANNELS. IT COMBINES STABILITY AND GREAT STRAIGHT-LINE PERFORMANCE WITH RIGIDITY FOR EFFORTLESS PADDLING. IT OFFERS MINIMAL WEIGHT AND DIMENSIONS.

FAS25_SUP_Infla_Ray_Air_SLT_Deck_Base

THE VIPER AIR S / L / T:
OFFERS THE SAME GREAT QUALITIES AS ITS COMPOSITE SIBLING – STABLE, GREAT NON-PLANING TRACKING AND GLIDE, EXCELLENT TURNING POTENTIAL AND ALL-ROUND MANOEUVRABILITY – LEARNING STAND UP PADDLEBOARDING OR WINDSURFING COULDN’T BE EASIER. THE SOFT DECK PAD AND INFLATABLE CONSTRUCTION MAKES IT FORGIVING AND OFFERS UNLIMITED FUN, WHETHER WINDSURFING, SUPING, CATCHING SMALL WAVES OR JUST FLOATING IN THE SUN.

FAS25_SUP_Infla_Viper_Air_SLT_Deck_Base_