RED PADDLE SUP 2025 PREVIEW

Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: Red Paddle Co
Interviewee: George Shillito – Commercial Director

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?
2024 was a strong year for Red. The award-winning Adventure Range made using MSL® dropstitch continued to become more accessible with a proven and popular track record amongst paddlers whilst the introduction of our new material – MSL®800 – paved the way for the all-new Future Series launch in January. Featuring 10 new boards and 8 new shapes, it is our most performance-led and versatile range to date. Offering better acceleration and less fatigue over longer distances. MSL®800 was 5 years in the making and features a high-density surface weave allowing for a refined, inner weld substrate and ultimately reducing weight without removing critical outer coating or compromising on stiffness. With models sold out shortly after launch it has brought a fresh momentum to 2025 with paddlers returning to the water earlier than ever, seeking out challenges and reaping the benefits of being on the water.

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?
We believe Life’s Better by the Water. Throughout 2025 we are doubling down on who we are and what we stand for. It’s about going back to our roots and establishing why we pioneered inflatable paddle boards in the first place. As it was back in 2008, the driving force is and always has been about getting more people enjoying being in, around or on the water. Our recent Future Series launch offers customers something new, not just in material tech and shapes of the future but in terms of ambition, a sense of belonging, a reason to get on the water. As the sport matures it’s not necessarily about being the best but instead about personal bests. It’s about the small wins, the unrecognized achievements, those personal battles on the water – whether that’s getting to your feet for the first time or chasing down the pack in an ultra. We want water users to get the very most of their time on the water and are dedicated to making the very best equipment to get you out there and benefitting from blue spaces.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
The Future Series – is just that, a range designed and built for the future. It uses the very latest in material science, construction and components. The boards are designed to help to get paddlers standing and also stand the test of time. As a certified B-Corp this is incredibly important to us and should be a major consideration to consumers.

How long will your board last? How long will it remain looking good? How easy is it to resale when it’s time to upgrade?
The list goes on. It took us 3 years to finesse the new shapes in this range as we went back to the drawing board to blend years of experience, paddlers feedback and performance across a range of conditions to reduce 27 shapes down to 10 ultimate set of dimensions. My personal favourites are the new Sport and Sport+ crossover range. Thinner than most touring boards and designed to give riders a more connected feel and better efficiencies on the water they break the general laws of inflatable board manufacturing. That is exciting – as for the first time paddlers don’t have to compromise stability for speed.

Which Specialty iSUP are you pushing in 2026: Race & Flatwater, River, Fishing, SUP-Kayak…?
Compact SUPs. Globally patented, our Compact concept of folding and rolling the board has now been well tested and tried by thousands of customers. For the new sizes we wanted to offer a smaller compact range that provide total freeride capabilities – without compromising on luxury and performance of our main range. Built lighter using MSL®1000 both the 9’2 and 11’0 have been refined for flatwater cruising and sup surfing. Given their size, weight, ease of transport and new-found versatility they represent the best value across the range.

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?
There is a lot to come. Whilst we continue to work on the world’s first fully recoverable/recyclable board and introduced new spin-box technology and MSL®800 material. We’re also launching our new paddle range. Created in line with our progression-pathway, our paddles, like our boards are designed to empower paddlers to step up their performance without losing that sense of familiarity with their kit. There is nothing worse than buying new kit and feeling at odds with it or not knowing how it will feel until you get it wet. We wanted to cut the confusion so spent years testing to find the sweetspot for paddlers. In this new range, we’ve kept the blade shapes consistent throughout, so paddlers can develop strength and stamina without having to worry about subtle changes in blade-shape, catch, flex, paddle tracking or surface area affecting their performance.

How are you supporting retailers through this difficult period?
We offer trade B2B sites, instore product knowledge sessions, local distribution services, pre-order pricing and re-order top ups plus offer a large volume of brand visitors via our find a shop map function on site. Above all that we offer retailers certainty as Red remains a sustainable financial proposition for independent businesses. It is becoming harder for companies to sell globally due to new compliance and trading regulations which is a big opportunity for independent retailers and wholesalers who can reestablish themselves in their local markets against the online-only players. To support this we continue to invest in the brand to drive demand in store with a diverse product offering to appeal to a wider consumer group and increase average customer value. Ultimately we want to work and partner with retailers who appreciate reliable, performance-led products and are looking to reinforce their own brand/service online and instore.

Key Products:

14’0 Voyager:
Sold out on Launch. A long-range expedition board, the length of a racer with ample width for confidence and extra cargo – no matter what the conditions throw at you. Innovative Spin Box technology offers 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.

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12’6 Sport+:
A best-seller. At just 4.7” thick, the 12’6 x 28 Sport+ is designed for lighter riders craving faster speeds with stability. Made using MSL800 it is easy to carry and transport whilst the reduced volume makes it faster to inflate for lighter riders. Tapered width through the back two thirds and reduced volume in the tail allows for efficient water flow and improved agility.

Sport+-126-f+b

Prime Carbon Paddle:
For paddlers wanting top-level performance, the Prime paddle combines light weight with responsive power. Its deep scoop face and critical blade angle deliver an explosive catch and efficient water release, reducing drag and enhancing drive. Balancing strength, stiffness and weight for direct power, precise control and effortless handling, the Prime carbon shaft and 80-square-inch blade with 3K twill carbon handle weigh just 675g.

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