STARBOARD SUP 2025 PREVIEW

Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: STARBOARD
Interviewee: Ollie O’Reilly - Starboard Brand Manager

In our previous S/S 25 SUP Buyer’s Guide, most indicators showed the 2022-23 overstocks were mostly cleared out. Did 2024 ended on the same note with a better demand vs. offer balance?
By 2024, we observed a significant reduction in inventory levels, leading to a more balanced supply and demand scenario. The introduction of new products and the resurgence in consumer interest contributed to this equilibrium. Notably, there was an increased demand for premium technology products, including performance inflatable boards and lightweight composite SUPs.

Cheaper entry-level iSUPs represent the bulk of the sales but the segment is flooded with brands and products, whereas more advanced SUPs offer better margins. How do you intend to position your brand on the market spectrum in 2025?
Starboard continues to focus on innovation and quality, positioning our brand towards both premium entry-level and advanced SUPs. Our Deluxe Lite inflatable technology, introduced in 2024, caters to those seeking high-quality, lightweight boards. Simultaneously, we are developing new shapes and technologies to meet the needs of advanced paddlers, ensuring a comprehensive product range that balances accessibility with high performance. The low-cost inflatable boards are a battle to the bottom in price and quality, and it is not a market we choose to compete in. Instead, we focus on offering the best quality at great value.

Which are your key inflatable models for 2025 in the Allround/Cruising segments?
For 2025, our key inflatable models in the Allround and Cruising segments include:

iGO Inflatable: Designed for beginners and travel adventurers, this model is light, compact, and fun, making it an ideal choice for all-around paddling experiences. It is suitable for various activities such as cruising, yoga, fitness, and surfing small waves. It features a wide, stable platform and is available in multiple sizes to accommodate different rider preferences.
Touring Inflatable: Tailored for paddlers seeking enhanced glide and stability over longer distances, perfect for cruising adventures.

Both models are offered in various sizes and constructions, providing a range of options to suit different paddling styles and preferences. Additionally, select models are available in sets that include a paddle and a kayak seat, offering enhanced versatility for paddlers who enjoy both stand-up paddling and kayaking. A key innovation and selling point in both the IGo and Touring is the Roll technology, allowing you to roll the board, thanks to the 3 piece fin box, into a significantly smaller bag, ideal for traveling and storing your board.

Which Specialty iSUP are you pushing in 2025: Race & Flatwater, River, Fishing, SUP-Kayak…?
In 2025, we are emphasizing our specialty inflatable models in the Race and Surf categories.
All Star iSUP: Ideal for both competitive and recreational paddlers, the All Star Inflatable is built for speed and versatility. It incorporates a tensioned aramid cord and a carbon stringer to enhance stiffness and reflex, closely emulating the feel of a hardboard. The All Star was the fastest board at the 2024 ICF World Championships Inflatable Race, underscoring its exceptional performance.
Surf Inflatable: Starboard’s Surf Inflatable model features a narrow nose for smooth turns, a wide standing area for stability, and a pulled-in tail for responsive maneuvering. Its double chamber construction enhances rigidity, providing a hardboard-like feel, while the welded rail technology ensures durability. Available in sizes like the 9’5” x 32”, the Surf Inflatable is ideal for surfing without the hassle of airline baggage policies.

There has been a relative status quo the past 3 years regarding new technologies & materials? Do you have some exciting news to share for the year coming or did the SUP products reach maturity concerning designs/constructions?
At Starboard, innovation is continuous. Building upon our 2024 advancements, such as the Deluxe Lite inflatable technology and the Roll fin box, we have introduced several new products for 2025, including the all-new Whopper range. These developments reflect our ongoing commitment to enhancing performance and user experience in SUP designs and constructions. We are also excited to introduce our new Acute Custom Carbon construction for SUP Surfboards in the upcoming season. This innovative technology is the result of extensive research and development aimed at achieving low weight, high strength, and dynamic flex. Through collaboration between engineers and riders, we have created a board that is livelier, more responsive, and has a higher breakage threshold. The Acute Custom Carbon construction ensures a springy, energetic feel across various wave conditions, enhancing your surfing experience.

(hardboard brands only) The opportunity for hardboard sales seem to be whether in the school/rental area or in the high-end performance models. Do you cater to this demand?
Hardboards remain central to Starboard’s offerings. We cater to both the school/rental sector with durable, user-friendly models and to high-end performance enthusiasts with advanced designs. For instance, the Pro model is a multiple-world-championship-winning board designed for pro-level performance, featuring super-thin rails for excellent grip in turns and various sizes to suit different riders and wave conditions. In the entry level, we have various models like the Whopper and Go Range offered in the ASAP and Lite Tech constructions.

How are you supporting retailers through this difficult period?
We prioritize transparent communication with our retailers, providing clear information on product timelines, launches, and life cycles to facilitate effective planning. Monthly sales meetings ensure timely updates, while in-store point-of-sale tools, such as digital screens showcasing product videos, help inform and engage customers. Online, we are enhancing our dealer site to provide easy access to product information and comparison tools. Additionally, we support demos and events, believing that firsthand experience is the most effective way for customers to appreciate the performance differences in our products.

Key Products:

NEW Whopper:
The Whopper is perfect for first-time paddlers getting into the waves and versatile for heavier riders to rip. Reimagined with thinner rails at the nose and tail, it features a Spice-inspired wing tail for responsive turns and a new rocker line for fast down-the-line performance. The nose kick aids in easy recovery when learning to surf.

NEW Whopper

Touring Inflatable:
AN EXPLORER’S FAVORITE TRANSPORTATION. Whether you’re embarking on a weekend getaway or a longer expedition, our Touring Inflatable Boards are the perfect companion for every adventure. Available in various sizes and constructions, these boards cater to all your exploration needs. Designed for those who love to travel with ease, they provide space for gear, ensuring you can carry everything you need while enjoying the great outdoors.

Touring Inflatable

NEW Velocity paddle:
In 2025, we refined our entire SUP paddle range, introducing the Velocity paddle as the latest addition. The Velocity paddle is designed to be ultra-efficient for smooth paddling. Paddlers will enjoy the Velocity across a range of paddling disciplines; distance race competitors will enjoy a less impactful blade design, while ocean paddlers will achieve a smoother catch and less drag in already turbulent water conditions; and intermediate, recreational paddlers will enjoy the smooth, flutter free sensation of the paddle.

Velocity paddle