Glory SUP 2026 Preview

Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: GLORY BOARDS
Interviewee: Stefan Karpe, Founder & CEO

What is your assessment of the 2025 business?
2025 was still heavily influenced by price pressure and the need to clear old inventory across the industry. However, we now see the market stabilizing. Low-quality, purely price-driven products are losing relevance, while customers are becoming more conscious about durability, design and brand trust. In our view, the market is becoming healthier again – with a stronger focus on real product value instead of short-term discounting.

Do you favor segmented distribution channels?
Yes, very clearly. Entry-level boards are increasingly sold via d2c and large retail chains where price is the main driver. However, higher-quality and more brand-driven products require explanation, trust and experience – this is where core retailers are essential. Retailers who position themselves as experts, not just sellers, will continue to play a key role.

Which are your key inflatable models for 2026?
Our focus for 2026 is on versatile allround and cruising boards that work in real-life use cases. Key models include:
* cross 11’0’’ – our core allround bestseller
* touring models – for more distance, glide and performance
* selected family-oriented models that are easy to use and highly accessible
We focus on boards that cover the majority of users instead of Over-specialized niche products.

Which specialty isups are growing/decreasing in 2026?
We see continued growth in:
* touring and cruising boards
* sup-kayak hybrid concepts
* leisure and family-oriented products
On the other hand, highly specialized segments like race boards remain limited in volume and relevance for most retailers. Our perspective: the market is moving towards versatile, easy-to-use products rather than highly technical niche boards.

Is innovation stalling or has sup reached maturity?
Sup as a category has reached a certain level of maturity in terms of basic shapes and constructions. Innovation today is happening in the details: better materials, smarter features and improved user experience. For example, our new design and updated bungee mount system have been very well received, as they not only improve functionality but also elevate the overall product perception.

Hardboards
Not applicable – we focus entirely on inflatable sups.

How can you help retailers stand out?
Retailers need more than just products – they need differentiation. We support our partners with:
* A clear and focused product range
* Distinctive designs with strong brand recognition
* Real product improvements like our new bungee mount system
* High-quality content and visuals for online and in-store use
* Reliable product availability during peak season
Our approach is simple: in a market where everything is available online In one click, retailers need to win through trust, experience and Product quality – not price alone.

Key Products:

Cross 11’0’’:
The cross 11’0’’ is our core allround board and best-selling model. It offers a strong balance between stability and glide, making it ideal for a wide range of users. Designed for real-life use, it covers the majority of typical paddling scenarios – from relaxed cruising to longer sessions on lakes and rivers.

Touring Model:
Our touring boards are designed for paddlers who want more distance and better glide. The longer shape improves tracking and efficiency, making them ideal for extended sessions. They target users who want to move beyond entry-level paddling without sacrificing stability.

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