Surf Expo 7-9 January 2026 50th edition preview
Surf Expo the largest and longest-running watersports and coastal outdoor lifestyle tradeshow in the world celebrates its 50th year with this edition starting Wednesday. Held each January and September at the Orange County Convention Center in Orlando, Florida, Surf Expo features hundreds of apparel and hard good brands showcasing the latest innovations and must-have products in coastal and outdoor lifestyle. “Surf Expo has been the gathering place for our industry for 50 years,” said Roy Turner Surf Expo show director. “For five decades, we’ve helped launch products and shape careers.
Over those years Surf Expo has become more than a trade show; it’s been a gathering place for those who live and breathe adventure-driven lifestyles. What began as a surf-centric showcase has grown into a powerful marketplace of commerce and culture, evolving to meet shifting consumer tastes.
Surf Expo showcases the most important product categories for boardsports retailers balancing performance essentials like surfboards, wetsuits, and technical gear with lifestyle drivers such as apparel, accessories, footwear, and outdoor products that help shops stay relevant year-round to both core riders and casual fans. Most of the major players in each category will be there to celebrate the shows 50th.
A major focus of the upcoming show is the expansion of the Shoreline Outdoor category, which was launched to cater to the convergence of water life and land-based activities. The section features brands and products for coastal living and camping. This expansion taps into the trend of consumers participating in a variety of activities, including surfing, fishing, hiking, and camping. Brands exhibiting within Shoreline Outdoor include AFTCO, BOGG BAG, Guy Harvey, HUK, Life is Good, Salt Life, Xtratuf, Marsh Wear and JEDCo. Shoreline Outdoor resonates with both brands and retailers who see the value in bridging these markets.“I think it’s great that Surf Expo is bringing in more brands and retailers focused on the general outdoors and not just surfing or coastal living,” stated Cory Higgins, Chief Commercial Officer and Co-Founder of Jetty. “People in inland communities enjoy the same activities we do on the ocean—whether it’s surfing behind boats or in wave pools or paddling on any body of water. It’s all the same vibe and lifestyle. Everyone shares the coastal spirit, even if their ‘coast’ is a lake or a river instead of the ocean.
The January 2026 event will honour Surf Expo history with several special celebrations. A 50th Anniversary Industry Party, sponsored by Shopify, will be held at Topgolf on Wednesday night, January 7. The event, which includes food and drinks, will provide an opportunity for exhibitors and retail buyers to connect and network while showing off their golf games.The 30th East Coast Surfing Hall of Fame induction ceremony, always a popular draw, is scheduled for Thursday evening. This tradition honours individuals who have contributed to surf culture. Inductees include Todd Morcom, Dr. Lisa Carulli, Scott Duerr,; Bryan Hewitson, Tony Girodano, Matt Pruett, Drew Brophy, Jay Reale, Bernie Crouch, Richard Price and Carl “Tinker” West.
In addition to the Industry Party at Topgolf, Surf Expo will host multiple fashion shows, learning labs, and happy hours during the three-day trade event and of course the Surf Expo annual surfboard shaping contest that promotes the craft of hand-shaping surfboards. The 2026 Champions Challenge will feature eight winners from previous editions of the Shape Off,who will honor Charlie Bunger one of the all-time greats of East Coast surfboard building, There will be Live shaping daily on the show floor with the winners announced at 3.30 pm on the Friday. On Thursday Night the After-Party will take place at Paddywagon Pub from 9 p.m. to midnight.
Education is also at the forefront, with Surf Expo’s conference and seminar program delivering actionable insights on consumer trends, sustainability, digital marketing strategies, and retail innovation—tools that retailers can put into practice immediately.
For European retailers, Surf Expo provides a unique gateway to the U.S. market, offering the chance to explore both American and international brands and discover new products across the boardsports and coastal lifestyle industries. International attendees can shop the best selection of heritage and new brands found at Surf Expo, visualise the trends emerging from the surf market, European brands, meanwhile, can connect with a wide range of U.S. and global buyers, boost their visibility, and expand into new markets. With attendees from more than 50 countries, Surf Expo delivers a truly international platform unlike any other trade show. And as the world’s premier watersports and beach lifestyle trade show, its a proven must-attend event, so its important for European brands and retailers to attend. See you in Orlando.
