Vast SUP 2026 Preview

Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: VAST
Interviewee: Tom Lazarus – Global Ops Manager

What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
The Industry seems have successfully cleared large parts of the excess inventory from the 2022-2024 overstock cycle, restoring a healthier supply-demand equilibrium. The Volume has somewhat stabilised, but market value and ASP have increased, potentially indicating a shift towards premiumisation, especially with brands like VAST that offer premium products at fairer mid pricing. 2025 was not a slowdown for VAST – it was a market filtering event so we now operate in a less crowded, yet higher-value sustainable market.

Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
We tend to develop upon what we know well. We still focus on our allrounder boards as the bulk of the leisure market is still there. However, for 2026, we are working with our retailer base to identify their next requirements in the seasons to come.

Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
Interesting question because growth really does depend on where the sector starts. Options like Touring/Race/Flatwater are all predicted to see growth through 2026, mainly driven by the more global trend of fitness and endurance lifestyles. Fishing and Utility SUPs are more of interest to us, with a potential older demographic with more disposable income and the stronger accessory add-on options. In regards, to the decline, I think that will be seen more in the High-Skill, specialist options like SUP Surfing or River where the Uks conditions, in terms of weather and water temps, really put a pause to the growth.

Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
The core iSUP has somewhat reached structural maturity, but innovation has just shifted layers. This is not stagnation, just standardisation which builds consumer trust and confidence and enables clearer brand differentiation. Innovation is now based around user experience, ecosystems and premium build quality with trust.

How can you help retailers make a difference when most SUPs are at a click’s range online?
We position our brand at the forefront of the Uks evolving iSUP market – Where quality, performance, and versatility have replaced price-led volume as the primary drivers of growth. Emerging from the industry reset, our focus is firmly aligned with the new market reality: fewer, stronger brands delivering higher-value products to more discerning customers. To back this, we work with our retailers to ensure that they have all the relevant sales tools needed in store, and are fully staff trained to become our “Experts in the field”, delivering knowledgeable and structured information to the consumer.

Key Products:

Aurora 10’6:
Discover the ultimate Allround adventure with out 10’6 iSUP! Perfect for beginners and seasoned paddlers alike, this versatile inflatable stand up paddleboard offers stability, ease of use, and excellent maneuverability on any water. Lightweight, durable and portable, its ideal for flat water, lakes and mild waves. Get ready to explore, relax and enjoy the water like never before.

10 6 Aurora Green

Astro 8’6:
Get your kids out on the water with out 8’6 iSUP! Designed for young paddlers, this board offers stability and easy handling for fun, safe experience. Lightweight and durable, its perfect for the beginners and great for lakes, rivers, and calm waters. Let your little adventurers explore and have fun on their very own inflatable paddleboard.

8 6 Astro Grey

Flare 11’6:
Embark on your next adventure with the 11’6 Touring iSUP! Designed for speed, stability and long-distance comfort, this board excels on lakes, rivers and open waters. Its streamlined shape and extra length make it perfect for experienced paddlers seeking performance and durability. Lightweight and easy to transport, its your perfect companion for exploring new horizons and endless water journeys.

11 6 Flare Blue Red White