Indiana SUP 2026 Preview
Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Indiana
Interviewee: Nikolaus Dietrich, Head of Sales
What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
As a high-end brand in the SUP market, we experienced almost no inventory problems. Many mass-market suppliers were more severely impacted by the decline of global SUP sales. We knew, that the SUP market wouldn’t recover in 2025 or 2026 and adjusted our budgets and production planning accordingly. Nevertheless, it was important to us, not to reduce the size of our collection. We still offer our customers a full product range. Furthermore, we intensified our quality controls to solidify our position as a top brand.
Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
To grow, we need to expand our sales channels. In addition to traditional the classic retail, it’s important for us to be present in as many online shops as possible, including our own. Water sports schools also play a significant role for us. However, we don’t segment our product range: All our products are offered on all sales platforms and channels without limitation or segmentation.
Which are your key inflatable models for 2026 in the Allround/Cruising segments?
Our no. 1 sellers will be still our “Family Pack” SUPs (in sizes 12’0 / 11’6 / 10’6/ 10’6 Groms / 8’6 Kids), as they offer an excellent value for money and have established a strong reputation in the market. Our lightweight adventure model, the “11’6 Feather” SUP, has also performed very well in this category.
Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
We are seeing increased demand for lightweight products, and our river-board models are also performing well. This year we will introduce three new models in the Specialty iSUPs category: a 22’0 Dragon Touring Infl. , a 9’8 Heavy Duty Allround Infl. and a 18’6 Big Chief Inflatable.
Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
We introduced our “SUP 2.0” features for all our inflatable SUPs some time ago, setting us apart from the competition. That hasn’t changed. However, it’s true, that innovation in materials has stagnated. We’re compensating this with new shapes and categories, such as our “Le Doigt”12’0″ and 10’6″ Carbon hardboards. These boards combine the sportiness and speed of Touring SUPs with the playfullness of Allround boards.
(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
In 2026, our two brand-new hardboard models, the “Le Doigt Carbon” in 12’0″ and 10’6″, will be in center of our product promotion. As mentioned above, these boards combine the sportiness of Touring SUPs with the playful nature of Allround boards. We don’t see any significant change in the ratio of hardboard sales to inflatable-board sales. The majority will still be inflatables.
How can you help retailers make a difference when most SUPs are at a click’s range online?
Most of our stationary retailers have their own online shop. Our retailers benefit from special and attractive conditions for test/demo products. Pure online shops cannot offer testing and we support this. Try and buy definitely differentiates stationary retailers from pure online sellers.
Key Products:
Indiana SUP Le Doigt 12’0 Carbon:
Twelve-time Swiss champion Steeve Fleury has poured all his experience into the Indiana SUP Le Doigt 12’0 Carbon and given it a distinctive design. The board was developed for paddlers who want to move forward as quickly and safely as possible in flat water, but also want to have fun in small to medium waves. The shape combines speed, directional stability, and surfing qualities in an exceptionally versatile board.
2071SR_Indiana_12_SUP_Le Doigt_Carbon
Indiana 22’0 Dragon Touring Inflatable:
The Indiana 22’ Dragon SUP is the ultimate board for team spirit, fun, and shared adventures. Developed for groups, clubs, and events, this extra‑long SUP offers space for up to six paddlers at the same time and guarantees teamwork on any body of water.
1010ST_Indiana_SUP 22_0_Dragon_Inflatable
Indiana 9’8 Heavy Duty Allround Inflatable:
The Indiana Heavy Duty Inflatable SUPs stand for maximum stability, high load capacity, and long‑lasting quality — ideal for beginners as well as for intensive use in rental fleets or at SUP stations. The 31’’ wide 9’8 Heavy Duty impresses with exceptional roll stability thanks to its generous volume of 225 litres, offering a particularly high level of safety on the water. Thanks to the extremely robust PVC double‑layer construction, the Heavy Duty SUPs are especially durable and hard‑wearing — developed to withstand heavy use.
1024ST_Indiana_SUP_9_8_Inflatable
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