KANOA SURFBOARDS 2025 PREVIEW

Retail Buyers Guide: Surfboards 2025 Retail Buyer’s Guide
Brand: Kanoa
Interviewee: Zoé Levit - Brand Marketing Manager

If you were to draw a quick assessment of 2024, how would you describe the current state of the surfboard market?
We operate mainly in Europe and the surfboard market in 2024 has shown some growth and increased interest in surfboards. This is from our perspective mainly due to new stationary waves, wave pools, increased mainstream media coverage and surf tourism opportunities. We have also seen an increased interest in eco-friendly, high performance boards, although price is still the driving factor. Though the current political and financial situation decreased the sales of leisure items such as surfboards.

We see a resurgence of a trend consisting of (literally) no-name brand, with boards retailing at very aggressive prices (under 300 €). Are you concerned by this recurring phenomenon?
It’s definitely a concern, given the high material costs of surfboards and the many manual steps involved in the construction process. A very low price either takes a toll on the environment with poor choice of materials resulting in poor quality or poorly paid labour. For newcomers to the sport, a cheap hard board is probably attractive and I think more information is needed about surfboard construction on a broad scale to influence first board sales. Our focus remains on offering high-performing, long-lasting boards made with more sustainable materials—because in the long run, that’s what truly makes a difference for surfers and the planet.

The good news in the surfboard market is that sales are quite evenly spread between very different designs (perf shortboards, summer boards, midlengths, longboards, beginner funboards), unlike other activities which rely on a single design. Have you adapt your range to offer a mixed bag of boards or do you rather specialize in one segment?
We have a mixed range of surfboards from longboards, mini-malibus, mid-lengths to grovellers, high performance shortboards and river boards. We have boards for all levels from beginner to advanced and for different needs. Rather than limiting ourselves to one segment, we embrace the whole spectrum because surfing isn’t one size fits all. But within each segment we focus on getting the best out of the board for the surfer who likes that shape.

In the past, beginners had go through the walk of shame, forced to aim for “fugly” looking shapes. In 2025, a novice board can be sexy as well: what do you have in stock for the newbies?
There’s nothing to be ashamed of with any surfboard shape. But we do have some for beginners that they can be proud to take to the beach. We have the Rollercoaster, a Mini Malibu/ Mini Longboard that is easy to paddle and gives a lot of stability. Also a plus is a unique blue resin tint which looks great. Our second beginner board is the Icebreaker a Mini Malibu which can generate speed, is great to paddle and can be surfed in slightly bigger beginner conditions and has space for progress.

The so-called Grovelers dominate the shortboard category (even if used in overhead surf), yet options are very unalike, from twin-keels to stubby tri-fins. What is your take within the Groveler category?
When designing surfboards, we try to cater for a wide range of surfboards, making most of our range easy to paddle, which is a Groveler characteristic. Grovelers are fun with their speed and flow abilities and also versatile enough to handle solid surf. So it is like unlocking performance with less effort. Our take on Grovelers is the Eggplant. With its low entry rocker, wide nose, and generous planing surface, it shines in smaller surf but features like the tapered squash tail, thin rails, and Spider Murphy’s refined rail work keep it fast and responsive when the waves step up.

Midlengths are everywhere as well. What are the latest developments in this design within your range?
Our latest mid-length version is the Twin Tonic with channels. It’s a fast and agile twin fin with a flat rocker for a loose yet controlled ride. Perfect for fast turns and smooth carves. We built it with a more sustainable Polyola Eco Blank and gave it solid glassing. So it delivers performance and flow with an enhanced eco-conscious backbone.

The longboard reach is unprecedented in surfing history, as even die-hard shortboard brands offer classic Logs. How have you positioned yourself? If you have been a long-time promoter of 9’+ boards, do you think “the more the merrier”?
We have one in the range. We haven’t positioned ourselves as a longboard brand though. To be honest, our approach is more – enough length to have fun, paddle easily and catch as many waves as possible. If you want a longboard feel, do cross steps or ride small waves, our Log(a) Rhythm Longboard is great.

The Groveler infused the High-performance Shortboard, yet the extra foam has been streamlined so that High-perf shapes still bear a racey look. Please unveil your secrets!
It’s all about sneaky foam distribution and smart curves. We tuck in volume where you need it, under the chest for paddle power, around the rails for forgiveness but keep the outline sleek and spicy.

While the alternative constructions/materials towards the eco-friendly surfboard have never been so plentiful, we are far from a massive adoption (whether from manufacturers or end-users). Any solutions out there that seem viable to you?
In general, I think the surf industry needs to be more open to innovation in surfboard construction and trust. Boards that look different due to more sustainable materials that are not white still have a hard time being accepted by the surfing community – both manufacturers and end users. So one solution would be to first make eco-friendly surfboards “cool” and “accepted” and then look at the prices. Some eco-friendly solutions are very price competitive, some are a bit more expensive but they are better for the planet and in some cases more durable. We have launched a range with Polyola blanks, which was our first line to more sustainable boards. But since day one we are working on our Honey Roots Technology (HRT) which we will be launching this year. HRT describes a patented three-dimensional structure anchored in the core of the surfboard. This unique alignment of fibre and resin allows for excellent mechanics and performance of the surfboards, while using one of the most sustainable material combinations available to date. Which we just won the JEC World Innovation Award for. So make sure you keep an eye out on our page for the launch 😉

Key Products:

The Battery:
The battery is the most performing surfboard in our range with a classic shortboard outline and a rounded squash tail. Volume hidden under your chest and a little vee in the nose help to catch bigger waves early. With a deep single to double concaves the Battery creates speed, also in smaller conditions. The more aggressive rocker line allows quick and vertical manoeuvres and makes great for hollow and more powerful brakes.

battery

Twin Tonic:
With a flat rocker-line and the Twin Fin Setup, the Twin Tonic is fast and agile. The bottom consists of a vee nose that blends into a very minimalistic single concave then turning into a well defined channel alignment towards the tail. Those channels create speed and acceleration, while adding a touch of control to the loose Twin Fin Feel.

twin-tonic

Swallow Creek Pro:
The Swallow Creek Pro is the result of 7 years of river board development accompanied by Spider Murphys shaping know-how. Thin rails, pronounced edges which are leading into a subtle swallow, give it a little extra control and drive in order to maintain speed and style through manoeuvres. It is the ideal choice for powerful river waves and advanced to Pro Rapid-surfers.

swallowcreekpro