About Us

Our Story

In 2014, The SUP Company was established and our website opened with the sole purpose of providing the best products at the most competitive prices while delivering excellence in customer service. Since then we have built our solid reputation by fulfilling these aims, quickly becoming the leading specialist in both inflatable and solid composite Stand Up Paddleboards. This rapid growth has seen us attend many National exhibitions and shows, often working exclusively with core brands that we offer such as Red Paddle Co, Fanatic SUP, Starboard SUP, Naish, SIC Maui, JP Australia, Jobe and many more . While we are not out to reinvent the wheel, we simply offer great levels of product knowledge, sound advice and excellent customer service; just like you would expect in any other part of your life, particularly when spending your hard earned money on something you are meant to enjoy.

Our Offering

At The SUP Company we are specialized in Stand Up Paddle Boards, which make up for the core of our business and knowledge. However, over the years we have broadened our horizon, growing into a true water sports specialist by offering a wide range of Equipment and Accessories from some of the best brands around.

Our product offering now includes a large variety of Wetsuits, Apparel, Surf Boards, Hydrofoils, Foil Boards, Wingsurfers and Land Paddle Skates. And, since we believe in what we sell, all our products come from the most reputable brands in the business, trialed and tested by the world's best athletes before hitting the market. These include the likes of ION, Mystic, O'Neill, Fanatic, Vaikobi and more.


The SUP Company Shop
The SUP Company Shop - Race Boards
The SUP Company Shop - Foil Boards

Our Southampton Shop

Despite spending most of our time online, we have a bricks and mortar shop situated on the furthest upper reaches of the River Itchen, placed on the banks of the River Itchen. This is located just a few minutes from junction 5 of the M27 and yet only 1 1/2 miles away from Southampton City Centre. Here you can see our range of products in flesh, chat with our experts and, if possible, try the kit you're interested in before you buy it.

You can find us at:

The SUP Company

Woodmill Lane


SO18 2JR

The SUP Company Shop

UK's Largest SUP Test Centre

One thing that really sets us apart is our experience, product knowledge and expertise which are all born out of our SUP Test Centre; the largest of its kind in the UK (if not Europe). We get to paddle everything we offer, which if you look at our website is a lot! With hundreds of inflatable SUP and hard shell boards as well as 40 plus paddles available for demo 7 days a week at our waterside shop in Southampton, we are uniquely placed to not only get you on the water but also help you find the paddleboard which is right for you and your needs.

SUP Company Test Centre
SUP Company Test Centre - Fanatic
SUP Company Test Centre Location

So whether you are completely new to Stand Up Paddleboarding or an expert, but cannot make it to the shop, visit our SUP Info section to help you narrow down the paddleboard best for you by using our SUP Buying Guide or SUP Paddle Guide and learn if a hard shell or inflatable SUP will meet your needs. If you would rather talk to someone for sensible advice drawn from expert product knowledge and experience, then call us on 02380 172189 or email us at help@thesupco.com