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Imagine Surf SUP 2024 Preview

Retail Buyers Guide:  2024 SUP Retail Buyer’s Guide
Brand:  Imagine Surf
Interviewee: Brian Green, President

Carry overs were the go-to choice in 2023 to help clear the retailers & distributors existing inventories. Did the strategy pay out?
We do not change our board models annually but add new models and new products as they become available. This strategy ensures that designs are current for multiple years and helps reduce the risk and related challenges for our partner retailers. This has definitely helped our partners in the current volatile landscape.  

When do you think supply and demand will balance out and why? 
War, inflation, and political uncertainty add volatility that is difficult to predict, but we are beginning to see some encouraging signs and believe the market will be much more balanced by early 2025.   Back in 2021 and 2022 the industry’s over-reaction to the pandemic surge in demand created significant excess supply – particularly in inflatables. That surge in demand tapered back down to normal much faster than the production did, but this bubble and imbalance is finally shrinking.

What is your product strategy for next season? Bold and fresh or a more cautious approach?
We continue to be creative with new products and enhancements, but we don’t rush them out prematurely. Our redesigned Invader (giant multi-person SUP) has just arrived with added features for wind sports and versatility, and we have other new products in development. But our core board lineup is unchanged and features board designs that our customers love.

Which inflatable models are you pushing in 2024? Anything new in the technology/material front to report?
Our top ISUP is the Icon, named after our own Icon, Dave Kalama. This is the board we recommend most for all around fun. We include windsurfing mounts on this board and on all ISUP models for added fun and versatility. Additionally, our new Invader ISUP truly captures the essence of what Imagine Surf is about – sharing fun on the water with friends and family. It has dual air chambers for added rigidity and safety, high pressure relief valves on both chambers for added safety and durability, includes multiple windsurf mounts, a center keel fin slot, and numerous handles and tiedowns making it great for almost any activity.   

(hardboard brands only) How important is the hardboard category for your business? Which boards are still relevant in 2024?
The hardboard category is our most important product category and is where our DNA comes from. The Bula is our top selling hardboard and was designed by Dave to be a great all around board for paddlers of any size and skill level. The Bula was also made to be the ideal platform for anyone wanting to learn to wing or windsurf without a foil. It is loaded with features for a variety of activities making it a single board that can do almost everything. We make this board in both a bamboo composite construction and in a super durable thermo-molded construction that is an ideal fleet board and is built to last. Our other hardboards come in a bamboo composite construction and include the Icon (All Around), Mission (Flat Water, Distance, Touring), Crossover (Surf Hybrid), and Impact (Surf)– all of which are proven performers.

How are you supporting retailers through this difficult period?
Our retailer dealers are the most important partners we have and the past 2 years have been incredibly difficult. Our support for our dealers varies based on their needs, but includes financial support with discounts and allowances, support of local marketing activities, and collaboration on marketing and local events and activities. Most importantly we can tailor what we do for each partner.

Key Products:

The Bula was designed by Dave Kalama to have as much fun on the water as possible. It is super stable for any size paddler, it glides well, and surfs small waves with ease. Loaded with features for different kinds of adventures, it’s our most versatile board. The Bula is a 1 board quiver that can do it all.

Bula 11'6 Bamboo

Bula 11’6 Bamboo

Icon ISUP:
The Icon ISUP is our most popular ISUP and great for all around fun. Designed with the width, stability, and versatility to comfortably handle flat and choppy conditions, it provides the perfect balance of comfort, function, and fun on the water. Made with dual layer laminated PVC construction, reinforced rails, and loaded with features, it’s hard to beat the Icon.

Imagine Surf - Icon ISUP 11'0 - Orange

Icon ISUP 11’0 – Orange

Our new Invader provides a great way to enjoy the water with your friends.  Multiple windsurf mounts and a center keel fin make the Invader ideal for combining windpower with paddle power in any configuration while dual air chambers and pressure relief valves increase safety and durability. From flat water to swells and waves, the Invader brings the fun!

Imagine Surf Invader

Imagine Surf Invader

Brand Previews


120 Red Paddle SUP
120 Indiana SUP
120 Mistral SUP

Retail Buyer’s Guides


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