About The SUP Company

Founded in January 2015, The SUP Company has grown to become one of Europe’s leading specialist watersports retailers, with a focus on paddleboarding, wingsurfing, foiling and time well spent on the water.

From inflatable paddleboards and hardboards across multiple paddling disciplines to premium wingfoiling, efoils, foil assist systems and specialist foiling equipment, we offer expert advice, carefully selected products and one of the most comprehensive watersports ranges in the UK.

Two Specialist Waterside Demo Centres

The SUP Company x Woodmill in Southampton is home to one of the UK’s largest paddleboard test centres, giving customers the chance to try a wide range of inflatable and hard paddleboards before they buy.

The SUP Company x Lymington is our specialist wingsurfing, foiling and electric watersports destination, offering an impressive demo selection just steps from the water.

Together, our Woodmill and Lymington demo centres allow customers to compare equipment properly, get expert advice from real watersports specialists and make a more confident choice before investing in new kit.

Expert Advice, Buying Guides & Latest News

Choosing the right watersports equipment can be difficult, especially with so many board shapes, foil setups, wing sizes, paddle constructions and package options available. That is why we have created a growing library of Expert Buying Guides to help customers make the right choice first time.

Our buying guides cover everything from choosing your first paddleboard to understanding wing foiling, foil setups, efoils, wetsuits, paddles and specialist watersports equipment.

You can explore our Expert Buying Guides here.

We also share regular product launches, event updates, industry insight, demo news and watersports stories through our Latest News section.

You can read our Latest News here.

Leading Watersports Brands

We proudly stock paddles, accessories, apparel and equipment from many of the world’s leading watersports brands, including AXIS, Duotone Wing & Foil, Duotone Foil Assist, Eleveight, Red Paddle Co, Fanatic, FoilDrive, Starboard, SIC Maui, JP Australia, Jobe, ONE Ocean, Moloko, Infinity, Vaikobi, ION, Mystic, Waydoo and O’Neill.

Guidance You Can Trust

Whether you are choosing your first paddleboard, upgrading your paddle, comparing inflatable SUPs, starting your wingfoiling journey or looking for the right foil setup, our team is here to help.

Our advice is backed by hands-on product knowledge, real-world testing and the ability to demo selected equipment at our Southampton and Lymington locations.

Part of the Above Board Group

The SUP Company is part of the Above Board Group, alongside our sister businesses The Paddle Centre and Woodmill Coffee Kitchen.

Discover why paddlers, wingfoilers and watersports enthusiasts across the UK and beyond choose The SUP Company for specialist advice, leading brands, trusted buying guides, demo opportunities and genuine time on the water.