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 SUP 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 just 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 enjoy.


One thing that really sets us apart however 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 50 plus 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.

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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 customerservice@thesupco.com