JOBE SUP 2025 PREVIEW

Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: Jobe
Interviewee: Paul Mols - Marketing & Product Manager

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?
Yes, we successfully cleared out the majority of our stock, allowing us to make room for our latest SUP collection. Additionally, we took this opportunity to expand our lineup by introducing a brand-new entry-level range, catering to a broader audience.

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?
Since our entrance in the stand up paddle market, we have positioned ourselves in the higher-end segment, but as of this year, we now offer a board for every skill level. Our entry-level boards provide excellent value while maintaining our signature 5-year warranty, ensuring quality and reliability. At the same time, we continue to develop our premium and elite ranges for more advanced paddlers who demand top-tier performance.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
The Yarra 10.6 and Duna 11.6 remain our flagship all-round and touring boards. In addition, we’re excited to introduce the Lina 10.0 and Nera 10.6, which bring fresh options to our new entry-level range. These additions make our lineup more accessible to newcomers while maintaining the performance and quality our customers expect.

Which Specialty iSUP are you pushing in 2026: Race & Flatwater, River, Fishing, SUP-Kayak…?
Jobe’s focus remains on versatile all-round and touring-oriented boards rather than niche disciplines. Our strength lies in creating high-quality, accessible boards that appeal to a broad audience, ensuring everyone can enjoy the sport—whether they’re cruising, exploring, or embarking on longer tours.

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 SUP products reach maturity in designs/constructions?
The launch of our new entry-level range is a significant milestone for both us and our retail partners. While the core construction of our boards is based on proven, high-quality technologies, we are continuously working on innovations that will bring new advancements to the market. We have exciting developments in progress and aim to introduce them in the coming year.

How are you supporting retailers through this difficult period?
We provide strong retailer support in multiple ways. Our 5-year warranty underscores our commitment to quality and reliability, giving both dealers and customers confidence in our products. Recognizing the challenges in selling higher-priced boards, we responded by introducing an affordable entry-level range to help retailers reach a broader customer base. Additionally, we offer ready-to-use marketing materials that our dealers can easily access, download, and implement to enhance their sales efforts.

Key Products:

Experience adventure with the Jobe Aero Duna 11.6 SUP:
Perfect for touring and all-around use, it features a non-slip EVA deckpad, lightweight X-dropstitching, and heat-bonded technology for durability. Includes a carbon paddle, EZ lock fin, bungee storage, and accessories—all backed by a 5-year warranty. Supports up to 160 kg.

Aero Duna 11.6 SUP

Discover the Jobe Aero Yarra 10.6 SUP:
The ultimate all-rounder. With a 5mm non-slip EVA deckpad, lightweight X-dropstitching, and heat-bonded technology, it offers comfort, durability, and stability. Includes a carbon paddle, EZ lock fin, bungee storage, and essential accessories—all backed by a 5-year warranty. Supports up to 140 kg and weighs just 9.5 kg.

Aero Yarra 10.6 SUP

Explore the water with the Aero Nera 10.6 SUP:
Built for comfort and stability, it features a 3mm non-slip EVA deckpad, lightweight dropstitching, and a Halkey Roberts Valve for easy inflation. With an 8″ fin, 9″ nose rocker, and 100 kg capacity, it ensures smooth paddling. Includes a paddle, backpack, pump, and leash, backed by a 5-year warranty.

Aero Nera 10.6 SUP