Built on real watersports experience, not brochure specs
The SUP Company was founded on a simple belief: watersports retail should be built around genuine experience, honest advice and the chance to try the right kit before you buy.
Our founder, Tony Jones, has spent his working life in the marine industry and much of his spare time on the water — paddleboarding, kitesurfing, foiling and exploring just about every kind of watersport imaginable. That experience shaped the way The SUP Company works today: listen first, recommend properly, and help customers choose equipment that genuinely fits the way they ride.
How The SUP Company began
When Tony came to renew his own watersports kit, he realised something important. Years in the marine industry and years on the water had taught him what really mattered: the right shape, the right size, the right construction, the right setup and the right advice.
To test the idea, Tony drove the length of the South Coast, across four counties, visiting watersports shops along the way. What he found confirmed there was a clear gap for a different kind of watersports retailer.
Not a retailer that simply repeated product descriptions. Not a retailer that pushed whatever was on the shelf. But one that truly understood the equipment because the team had used it, tested it and knew how it felt on the water.
That philosophy became The SUP Company: a specialist retailer built from a genuine passion for watersports and a refusal to accept average service, vague advice or guesswork when customers are choosing premium equipment.
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. Paddleboarding is where many customers first discover the water, build confidence and start exploring what is possible.
Over time, as our experience and Tony’s passion for foiling and wind-driven sports grew, our range naturally expanded. Today, The SUP Company is a full watersports specialist supporting paddleboarding, winging, foiling, surfing, electric watersports and more.
You can explore our main categories including paddleboards, SUP paddles, wingsurfers, foils, foil boards and electric foils.
Our values: Try / Advise / Ride
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
Try before you buy where possible
We believe the best way to choose watersports equipment is to try it for yourself. That is why we invest in test centres and demo services that help customers compare boards, paddles, wings, foils and premium setups before committing.
Advise
Honest, tailored advice
Good advice starts with listening. We recommend equipment based on your height, weight, ability, location, goals and conditions, not simply what happens to be in stock.
Ride
Advice grounded in real use
We do not just sell watersports kit. We paddle, foil, wing and ride. Our recommendations are grounded in real-world experience and designed to help you get more from every session.
Things you might not know about The SUP Company
Our journey started in 2014
What started as a specialist stand up paddleboard retailer has grown over more than a decade into one of the UK’s leading watersports specialists.
We are genuine enthusiasts
Our advice is based on time on the water, hands-on product knowledge and a genuine interest in helping customers choose equipment that works in the real world.
We support customers across the UK and beyond
Although our stores are based on the South Coast, our website supports customers across the UK and internationally with expert product advice, delivery support and aftersales help.
We work with leading watersports brands
Our range includes trusted brands across SUP, wing, foil, surf and electric watersports, including Red Paddle Co, Starboard, Fanatic, SIC, Infinity, Duotone, AXIS, Waydoo and more.
We run waterside demo and test locations
Our Woodmill and Lymington locations help customers make better buying decisions by seeing, comparing and, where suitable, trying equipment before purchase.
Our offering today
Stand up paddleboarding remains the foundation of The SUP Company, but today we operate as a full watersports specialist retailer.
The SUP Company x Woodmill
Flagship store and 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 close to the city centre.
This is our flagship site and home to our SUP Test Centre. Customers can see equipment in person, speak with experienced staff and, where suitable, test paddleboards and paddles on sheltered water before buying.
Address:
The SUP Company x Woodmill
Woodmill Lane
Southampton
SO18 2JR
The SUP Co x Lymington
South Coast watersports hub and demo centre
Located at Haven Quay, Mill Lane, 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 electric watersports, with a growing in-store range and selected demo opportunities across boards, wings, foils and assisted foiling systems.
Address:
The SUP Company x Lymington
Haven Quay
Mill Lane
Lymington
SO41 9AZ
Need advice?
If you cannot make it to one of our stores, our online resources can help you narrow down the right equipment.
Advice backed by real experience
If you are choosing your first paddleboard, upgrading your paddle, moving into wingfoiling, comparing foil systems or exploring electric watersports, we are here to help you make a better decision.