About Us

Our Story

There was a time when our founder Tony had much more free time; having worked in the marine industry all his life and filled his spare time with every water sport imaginable. It wasn’t until he came to renew his paddleboards and kitesurfing kit that he knew what he wanted to do. He realised that as the years had passed, he had learnt some things and he now had the skills to try something new.

It seemed there was a gap, a real opportunity to do something new. But he had to check for himself, so he drove along the south coast, across four counties, stopping at every watersports shop along the way. And he was right, there was indeed a gap, a massive gap for a new kind of watersports retailer. One that didn’t just spew facts from a brochure but instead one that knew each of the products they offered because they had used them. A retailer that listened to the customer and their needs, instead of just selling what they had on the shelf. And more importantly, a retailer that enabled a customer to try items themselves and the opportunity to discuss their experience with a specialist.

And that is the short version of how The SUP Company was born. Born out of a passion for watersports and not accepting mediocre service or advice.

And why The SUP Co? Well that is how it started, as a specialist stand up paddleboard retailer but as time has gone and Tony’s passion for watersports (particularly foiling) has grown, so too has what The SUP Co offers. So much so in fact that we have a sister company called Kites and More which encompasses even more watersports.

5 Things You Might Not Know About The SUP Company

1. WE WERE ESTABLISHED IN 2014. On one hand it feels like yesterday, on another we’ve grown a tremendous amount over the years to become the largest Stand Up Paddleboard retailer in the UK.

2. WE ARE ENTHUSIASTS. We truly love what we do and are passionate about sharing this with as many people as possible.

3. WE’RE INTERNATIONAL. We have sold to 28 countries in the last 12 months.

4. WE’RE AWARD-WINNING. We won SUPconnect’s Shop of the Year in 2018 and we’ve been Red Paddle Co’s largest retailer in the world for five out of the last seven years.

5. WE HAVE THE LARGEST TEST CENTRE IN THE EUROPE. Set on the banks of the River Itchen in Southampton we give visitors the unique opportunity to demo the largest range of paddleboards, paddles, foils and wings in the UK.



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