Our Story
The SUP Company was founded on a simple belief: watersports retail should be built on real experience, not brochure specs.
Our founder, Tony Jones, has spent his entire working life in the marine industry and his spare time on the water — paddleboarding, kitesurfing, foiling and just about every watersport imaginable. When it came time to renew his own kit, he realised something important: years of experience had taught him what really mattered, and there was an opportunity to do things better.
To test that idea, Tony drove the length of the South Coast, across four counties, visiting watersports shops along the way. What he found confirmed it — there was a clear gap in the market for a different kind of watersports retailer.
Not one that simply repeated product descriptions, but one that truly understood the equipment because they had used it. A retailer that listened first, recommended second, and — most importantly — gave customers the chance to try kit on the water before committing.
That philosophy became The SUP Company. Built from a genuine passion for watersports and a refusal to accept mediocre service or advice.
Why “The SUP Co”?
The SUP Company began life as a specialist Stand Up Paddleboard retailer, and SUP remains at the heart of what we do. Over time, as our experience — and Tony’s passion for watersports, particularly foiling — has grown, so too has our offering.
Today, The SUP Company has evolved into a true watersports specialist, with multiple locations and dedicated test centres supporting paddleboarding, foiling, winging, surfing and electric watersports.
Our Brand Values
Everything we do at The SUP Company is guided by three simple principles. They shape how we choose products, how we give advice, and how we help customers progress on the water.
Try
We believe the best way to choose watersports equipment is to try it for yourself. That’s why we invest so heavily in test centres, giving customers the chance to demo boards, paddles, foils and wings before committing.
Advise
Advice should be honest, informed and tailored. We listen first, then recommend equipment based on how and where you’ll use it, not simply what’s on the shelf.
Ride
We don’t just sell watersports kit — we use it. Our recommendations are grounded in real-world experience, helping you get more from every session on the water.
6 Things You Might Not Know About The SUP Company
We were established in 2014
Over a decade of experience has helped us grow into the largest Stand Up Paddleboard retailer in the UK.
We’re genuine enthusiasts
Every product we sell is backed by hands-on use and time on the water.
We’re international
We’ve shipped watersports equipment to 28 countries worldwide in the last year alone.
We’re award-winning
We were named SUPconnect Shop of the Year and have been Red Paddle Co’s largest global retailer for five of the last seven years.
We run multiple waterside test centres
Our locations give customers access to the largest demo fleet of paddleboards, paddles, foils and wings in the UK.
Our Offering
Stand Up Paddleboarding remains the foundation of The SUP Company, but today we operate as a full watersports specialist retailer.
Our range includes paddleboards, paddles, wetsuits, technical apparel, surfboards, hydrofoils, foil boards, wingsurfing equipment and land paddle skates — all from trusted, performance-driven brands.
The SUP Company x Woodmill
Flagship Store & UK’s Largest SUP Test Centre
Our Woodmill location sits on the upper reaches of the River Itchen in Southampton, just minutes from Junction 5 of the M27 and only 1.5 miles from the city centre.
This is our flagship site and home to the UK’s largest SUP Test Centre. With hundreds of inflatable and hard paddleboards and over 40 paddles available to demo, we paddle everything we sell.
Here you can see equipment in person, speak directly with experienced staff and, where possible, test kit on the water before buying.
Address:
The SUP Company x Woodmill
Woodmill Lane
Southampton
SO18 2JR
The SUP Co x Lymington
South Coast Watersports Hub & Demo Centre
Located at the bottom of Lymington High Street, The SUP Co x Lymington is our dedicated South Coast watersports hub.
This location focuses on paddleboarding, winging, foiling, surfing and tow sports, with a growing in-store range supported by access to demos across boards, wings and foils.
Lymington also showcases next-generation electric and assisted foiling systems, helping customers explore the latest innovations with expert guidance on setup and use.
Address:
The SUP Company x Lymington
Mill Lane
Lymington
SO41 9AZ
Need Advice?
If you can’t make it to one of our stores, our online resources can help you narrow down the right equipment:
Prefer to speak to someone directly?
Or email help@thesupco.com for advice backed by real experience.