Sandbanks SUP 2026 Preview

Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Sandbanks
Interviewee: Marketing Team

What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
We have found that 2025 has been a much better year for business. Stock has sold at the rate we’ve expected, and we’ve ended up with very little stock left over at the end of the year. The number of paddleboard sales has not increased significantly but costs and expectations have changed to suit the amount being sold. We have seen a big growth in drop-stitch kayak sales.

Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
We are definitely finding it easier and easier to sell our products through online channels although we have still maintained a good working relationship with a large number of physical shops and activity centres, who we believe are still a key part of increasing our brands exposure.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
The all-rounder boards are still our best seller. Our range of all-rounder boards has now been split into 2 categories at different price points. We think it’s been important to have a lower priced board to remain competitive with all the budget brands that have flooded the market over the last few years. Our Premium all-rounder range still sold very well largely thanks to the upgrades we made. We improved our 2025 premium all-rounder by including a triple layer welded rail, lightweight cross-stitch technology and a 7 year warranty.

Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
We did see a large increase in the number of touring boards being sold however, the board was being sold for a significantly lower price than in 2024 so this is probably the reason for the increase.

Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
We think we are approaching the limit of the innovation when it comes to improving the durability and stiffness of the technology. Our current range of premium boards are so good that any improvement in the technology will not result in significantly better performance or customer satisfaction. It is worth pointing out that we are not selling boards for racing, so we can’t comment on that segment of the market. We think that E-propulsion is potentially the next step in innovation for leisure use.

(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
We only ever manufactured inflatable boards.

How can you help retailers make a difference when most SUPs are at a click’s range online?
I think the nature of the product is such that a lot of people do want to see it before they buy one which does help retailers. I think it’s now become a very similar to the bike market from this perspective. I think it’s also great to see real people are involved when you are spending hundreds of pounds on any product.

Key Products:

PRO_X_BYRON:

PRO_X_BYRON

Optimal single orange sandbanks style inflatable dropstitch kayak:

Optimal_single_orange_sandbanks_style_inflatable

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