Sroka SUP 2026 Preview

Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Sroka
Interviewee: Marketing Team

What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
2025 has been a challenging year for the SUP market overall, with a noticeable slowdown on the individual consumer side and stagnation in the professional segment. At SROKA, we responded by refocusing our offer toward clubs and rental operators – a segment where quality and durability make the difference. We launched the COMET, a hardboard range with a patented system designed specifically for that professional clientele. For us, 2025 has been a year of strategic repositioning, not retreat.

Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
Yes, this is a deliberate strategy. We keep our entry and mid-range inflatables accessible via our own D2C online channel, while our advanced and technical models are distributed through core specialty retailers. Clubs, rental operators and collectivities form a third dedicated channel with tailored product and service offerings. We deliberately stay away from mass-market sports chains- protecting both our brand positioning and our retailers’ margins.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
For 2026, our inflatable lineup covers both Allround and Cruising segments with a clear value proposition at each level. The EASY range remains our strongest seller – a solid mid-range offering with an unbeatable quality-to-price ratio, ideal for beginners and recreational paddlers. For customers seeking higher performance and build quality, the MALIBU and ALPHA ranges deliver – attracting riders who know what they want and are willing to invest in it.

Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP- Kayak, SUP surfing…)
Specialty iSUPs are generally losing momentum in our market. River and whitewater paddling is declining – a trend we observe across the board. SUP surfing is also slowing down. As for fishing SUP, we never identified a significant enough customer base to justify a serious push in that direction. Overall, the specialty segments are contracting, reinforcing our focus on core allround and cruising inflatables as well as our hardboard range for clubs and rental operators.

Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
The SUP market has clearly reached maturity in terms of design and construction. Inflatables have plateaued – most brands are iterating on the same formats with marginal improvements. That said, maturity doesn’t mean the end of innovation. At SROKA, we chose to innovate where it matters for our target segments: the COMET hardboard range introduces a patented system specifically engineered for club and rental use, addressing real durability and usability needs that the market hadn’t solved. True innovation today is about solving specific problems, not reinventing shapes.

(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
We focus on allround hardboards with the COMET range, designed specifically for schools and rental operators. Hardboard volumes remain lower than inflatables – they require more storage space, heavier logistics and more handling – but the signal is clear: our first COMET stock sold out entirely at launch. That’s a strong validation. Hardboards are not a niche play for us, they are a deliberate development axis responding to a real and underserved need in the club and school segment.

How can you help retailers make a difference when most SUPs are at a click’s range online?
The answer is simple, even if it requires real effort: advice and service. That’s the only weapon a retailer has against the internet. A customer walking into a shop is looking for more than a product – they want guidance, a conversation, a reason to trust. Retailers who take the time to understand their customer, explain the product, tell the story behind it, and build a relationship will survive and thrive. Those who just stack boards and wait will struggle. At SROKA, we back our retailers with the product knowledge, brand story and arguments they need to have that conversation with confidence.

Key Products:

The SROKA COMET:
Is built for schools and rental operators who demand durability above all. Available in 10’6 (343cm, 245L, 13kg) and 11’4 (347cm, 275L, 15.5kg), it features a patented construction with zero side seams – maximizing structural integrity and lifespan under intensive daily use. Stable, maneuverable, and built to last season after season.

comet hard board

The SROKA EASY:
Range is our best-selling inflatable lineup – available in 10′, 10’6, 11’6 and 12’6. Built with professional semi-rigid boat-grade PVC with reinforced double-layer rails, it delivers outstanding rigidity and durability at an accessible price point. Stable enough for two riders, versatile enough for flatwater, yoga, touring and small waves. Complete pack included: bag, pump, paddle and leash.

easy range

The SROKA MALIBU:
Is our flagship premium inflatable, available in 10′ (305cm, 270L) and 10’6 (320cm, 290L). Built with Fusion technology and three-layer PVC rails – an exclusive SROKA construction – it delivers exceptional rigidity, durability and a ride quality that competitors can’t match. Versatile for flatwater, small waves, yoga and family paddling. Developed and tested by 3x Kitesurf World Champion Bruno SROKA.

Malibu-SUP-gonflable-polyvalent

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