Shapers Club Surfboards 2026 Preview

Retail Buyers Guide: Surfboards 2026 Retail Buyer’s Guide
Brand: Shapers Club
Interviewee: Thomas Cardinal, Co-founder

The latest market studies show a 25% growth in worldwide participation between 2018 and 2024? Does this translate in your sales pattern?
Yes, we have observed a positive impact. While the 2025-2026 winter was relatively quiet, spring is starting very strong. Over our 35 years of existence, we have seen cycles of renewal, and we are currently in one, even if the economic climate complicates purchasing decisions. Additionally, our Guest Shapers program remains a strong pillar of our business. This year we have 5 guest shapers: Dan Mann (April), Kai Ellice Flint (May), Thomas Bexon (July), Matt Yerxa (July), and a surprise in September: Tyler Surfboards.

Can you share the sales ratio between stock boards, custom orders, online D2C vs brick and mortar shops?
Our sales ratio is approximately 50% direct, 20% online, and 30% through distribution. We launched our new online shop (surfshop.shapersclub.com) early this year, so we expect B2C sales to increase in 2026. Among the 70% non-distribution sales, 50% are custom orders.

How can we lure back the newcomers into hardboards while softboards are their go-to choice?
In reality, we don’t have much specific work to do here. We sell softboards to beginners who are looking for them. However, as they progress, they all reach a point of clarity where the softboard technology can no longer help them improve. At that moment, they naturally transition to a hardboard. To give destiny a little push, we offer a rental formula for our bestsellers (with a discount if they subsequently purchase a custom board).

Which are the most sought after designs in 2026? (Mids, fish, grovelers, hi-perf, logs…)
Our Guest Shapers are always highly acclaimed. We know that Thomas Bexon will once again be a huge hit with his longboards, as he is every year! But the others are very popular too. Models like the UWL Mini Challenger (mid-length) and the Addiction B52 and B54 (quad/twin fishes) are incredibly popular. Simultaneously, under our CARDINAL label, there is a dedicated core audience seeking high-performance shortboards like the Fire Arrow and step-ups like the Monster Fins for when the conditions turn on.

In comparison, which designs tend to fall back?
Standard, hyper-narrow, ultra-low-volume “pro-model” shortboards intended for everyday use by average surfers have seen a decline. Surfers are becoming more realistic about the waves they typically ride and their own ability levels, opting instead for boards with slightly more volume, flatter rockers, or alternative outlines (like grovelers or performance twins) that offer a better balance of performance and accessibility.

Construction wise, EPS/Epoxy+carbon is gaining momentum. Do you think the fancy tech constructions are all smoke and mirrors, and PU boards won’t disappear shortly?
While advanced EPS/Epoxy and carbon constructions offer undeniable benefits in terms of weight, flex memory, and durability—which we utilize in specific models—PU (Polyurethane) is far from disappearing. PU remains the benchmark for its traditional feel, predictable flex pattern, and the unparalleled control it offers, especially in larger or choppier conditions. At Shapers Club, we embrace both. We use premium PU, EPS, and innovative materials like SORIC to offer surfers the best construction for their specific needs, recognizing that “fancy tech” has its place alongside proven tradition.

Organic grown and eco-blanks are available for mass production nowadays: what is your take on those?
We are deeply committed to integrating more sustainable practices into our craftsmanship. We actively incorporate eco-friendly materials where they meet our stringent performance and durability standards. Furthermore, there are incredible new technologies like 3D printing that have truly impressed us with their strength and ecological impact. We are very happy to be working in partnership with Anthony from ecoshape3D on this front.

Any tips for retailers trying to sort out their order sheets with more designs available than they can actually stock?
We cannot judge the strategy or give advice to retailers… Surfing the trend is not a bad thing, but being in tune with the level and the spots of your clientele is also a viable option. Preaching for our own parish… once your racks are set up, do not try to sell at all costs… advice, advice, advice… a happy surfer will return 1, 2, 3, 4, 5 times… And if you don’t have the right board for them, and the “pre-orders” or stock are empty at the importer, call us, we will find a solution for you 🙂

Key Products

CARDINAL Fire Arrow:
The Fire Arrow is our precision high-speed shortboard, designed for everyday performance. It features a fast, responsive shape that excels when paired with a thruster setup using stiff fins. This board provides solid grip, sharp maneuverability, and exceptional control in powerful waves, making it the go-to choice for surfers seeking reliable performance in solid conditions.

CARDINAL

UWL Mini Challenger:
A modern essential, the Mini Challenger is the compact, mid-length version of our famous Challenger longboard. It perfectly blends the soul of a longboard with the maneuverability of a shorter shape. Exceptionally fast and responsive, it is designed for radical turns and tight carves rather than nose-riding, offering a playful and dynamic experience for surfers of all levels.

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ADDICTION B54:
The B54 is an explosive and highly maneuverable quad fish. Building on the retro fish concept, the quad setup delivers enhanced drive and control through tight turns. With a flat deck for stability and generous volume for easy paddling, it allows surfers to attack the wave vertically while maintaining that signature, effortless fish glide.

ADDICTION-B54-2025-E