Starboard SUP 2026 Preview
Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: STARBOARD
Interviewee: Ollie O’Reilly - Starboard Brand Manager
What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
2025 showed a more stable and healthier market compared to previous years. Inventory levels across the industry continued to normalize, allowing brands and retailers to focus again on new product development and sell-through rather than stock clearance. We’ve seen steady demand returning, especially in higher-quality products where customers are looking for better performance, durability, and lighter weight. Overall, the market is moving towards more considered purchases and better-quality equipment.
Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
Yes, segmentation is becoming increasingly important. Entry-level products are widely available online and through large retail chains, but this segment is highly price-driven and competitive. At Starboard, we focus on supporting core retailers with higher-quality products, tech innovation, and a strong brand story. Advanced boards, premium constructions, and performance-oriented models benefit from in-store expertise, demos, and customer guidance, which core retailers provide best. At the same time, we want to bring more quality into the entry segment by offering our best-selling shapes in more accessible options. With models like the iGO One and Touring One, we make proven designs available at a more accessible price point while still maintaining a premium construction and performance feel. All of this is done through our partner network, ensuring consistent distribution, service, and brand experience. We believe this approach creates better value for both retailers and end consumers.
Which are your key inflatable models for 2026 in the Allround/Cruising segments?
For 2026, our key inflatable models in the Allround and Cruising segments remain:
iGO Inflatable:
Our best-selling allround board, perfect for beginners and families. It is stable, easy to use, and available in multiple sizes and constructions. It covers a wide range of uses from flatwater cruising to small waves, yoga, and general fun on the water.
Touring Inflatable:
Designed for paddlers looking for more glide and efficiency over distance. The Touring range offers excellent straight-line tracking, cargo capacity, and stability, making it ideal for longer adventures.
Both models feature our Roll Technology with the 3-piece fin box, allowing the board to pack into a smaller bag, making transport and storage significantly easier. These models remain at the core of our inflatable allround and cruising segment. For 2026, the range has been expanded to cover a very wide spectrum of paddlers, from more accessible price points with the iGO One and Touring One, to value-added sets including paddle and kayak seat, both featuring our lightest Deluxe Lite construction with woven dropstitch, up to our premium Deluxe constructions with fusion woven technology.
Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
In 2026, we continue to see strong interest in Race Inflatable boards. This remains the most dynamic segment within specialty iSUPs, driven by both competitive paddlers and dedicated enthusiasts. The All Star and Sprint Inflatable remains a benchmark in performance iSUP racing, offering stiffness and speed close to composite boards. We also see continued demand for high-performance racing inflatables, especially with our upgraded Airline range featuring both All Star and Sprint shapes. The new tension system makes these boards even more efficient and responsive for racers. Top athletes such as Michael Booth and Andrey Kraytor use these boards as part of their training routines, while dedicated race formats like the Starboard Airline Cup within the UK National Series further highlight their growing role in competitive iSUP racing. We also see growing interest in kayak functionality when integrated into regular SUP boards. Sets that include a kayak seat and convertible paddle offer added versatility and value, especially for recreational users and families.
Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
SUP as a sport is maturing, but innovation is far from stalling. At Starboard, we continuously work on every detail to improve how our boards perform on the water. Rather than radical changes every season, we now see more meaningful refinements that deliver real performance benefits to the paddler. At the same time, our innovation never stops. Last year, we introduced our new Acute Carbon construction with the TwinFin range, pushing performance further in SUP surfing. We are also excited to introduce further composite technology updates in the upcoming season, particularly in our racing and touring ranges. On the inflatable side, our latest innovations focus on high-performance SUP racing boards, now featuring a new Quick Tension System for improved and controlled stiffness. In SUP foiling, the level of inflatable board performance is now very close to composite shapes, thanks to advanced carbon plate technology and refined shapes. For inflatables, our focus remains on reducing weight, increasing stiffness, and enhancing the overall user experience.
(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
Hardboards remain at the core of our performance range. This is where we lead in innovation and push the limits of SUP racing and surfing. In racing, the All Star continues to set the benchmark as one of the most winning boards across all conditions, now further refined with a hybrid dugout design. Alongside it, the Gen R remains a fast and efficient flat deck race board, trusted by many riders. This year, we are excited to introduce new additions to our progressive race range, including Shuri Araki signature models. In surfing, our new TwinFin has brought a fresh feel to the lineup, combining speed, flow, and ease of use. Proven models like the Spice and Whopper continue to support progression and remain favorites across a wide range of riders. Looking ahead, a new blend of TwinFin and Longboard SUP, the TallTwin, has already proven its potential, taking multiple golds at the recent Bali Longboard SUP Revolution event. We are excited to bring it into the range very soon. In terms of volume, inflatables still lead due to their accessibility and convenience. However, hardboards are key in the premium segment and continue to drive performance, progression, and brand leadership in core retail.
How can you help retailers make a difference when most SUPs are at a click’s range online?
We support retailers by focusing on what online cannot provide: experience, expertise, and trust. At Starboard, we invest heavily in research and development to ensure our products are thoroughly tested and proven on the water. This gives our partners confidence in offering reliable, high-quality equipment that truly performs. We also place strong emphasis on sharing knowledge, from product understanding to real on-water experience. Demos and events remain key, as they allow customers to feel the difference and build trust in the product. We stay closely connected with our partners through regular communication and global meetings. Most recently, we held our distributor meeting at the end of March alongside a large demo day during the Bali Longboard SUP event, reinforcing our commitment to supporting our network worldwide. This combination of trusted products, expertise, and close collaboration helps retailers stand out and deliver real value to their customers.
Key Products:
All Star:
The world’s most winning board in all conditions. From entry-level riders to elite racers, the All Star has dominated international and world championship races. A board designed for versatility and performance, making it the ultimate race companion.
All Star
TwinFin:
Experience a board engineered for speed and freedom. The TwinFin’s unique shape, with a pronounced hip behind the fins, delivers dynamic, agile turns and a loose, skate-like ride that lets you carve high-line rail maneuvers effortlessly. Its innovative channel tail boosts acceleration and aids tail recovery during radical slides, keeping you in control on every wave. Whether you’re tackling small, less-powerful surf or challenging overhead conditions, the TwinFin empowers intermediate surfers to push harder turns while offering advanced riders a high-performance, fluid ride.
TwinFin
Touring Inflatable:
Our Touring paddle boards offer a balanced glide and premium features, making them the highest-rated by magazines and a customer favourite. The wider nose and squarer tail increase stability in harsh conditions. Rail Edge Technology reduces drag, while Welded Rail Technology strengthens the board for longer-lasting performance.
Touring Inflatable
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