Key Takeaways:
- Surf Expo named Adam Kingston Vice President of Sales, with Kingston starting in the role on Monday.
- Show Director Roy Turner said Kingston will focus on sales technology, customer experience, and category strategy for the September and January shows.
- Surf Expo’s September 2026 show runs September 16-18 at the Orange County Convention Center in Orlando during the brand’s 50th anniversary year.
Surf Expo has named Adam Kingston Vice President of Sales, a move announced as the show continues its 50th anniversary celebration into September. Kingston started in the role on Monday, joining after a decade spent building B2B trade shows across the surf, outdoor and performance apparel markets, most recently as Sales Director at RX Global.
Show Director Roy Turner, who has led Surf Expo for more than 25 years, said the timing reflects where the show and its industry are headed.
“I am incredibly excited to bring Adam’s experience to our team,” Turner said. “With a strong background in the active outdoor industry and sourcing, Adam’s expertise aligns perfectly with Surf Expo’s evolving offerings. The timing is ideal as we continue adapting to a changing marketplace and focus on meeting the needs of both exhibitors and buyers.”
Kingston joins Surf Expo from RX Global, where he spent more than three years, most recently as Sales Director on the Functional Fabric Fair portfolio. He previously spent five years as International Account Executive at Surf Expo parent company Emerald, including at Outdoor Retailer.Â
A Lifelong Connection to the Industry
For Kingston, the move is both a professional step forward and a return to familiar ground.
“I’ve spent over a decade building B2B shows across the surf, outdoor, and performance markets, and most recently led a global sales team for a portfolio serving the world’s largest performance apparel brands,” Kingston said. “Vocationally, this feels like the perfect next step.”
His ties to the sport go back much further than his career.
“Action sports have been my home for nearly my entire life,” Kingston said. “My first surfboard came out of a back-alley trash can when I was seven. After a few wraps of duct tape, I had a little ripper. I later learned a wetsuit helps in California water. Surfing remains one of the great thrills of my life, and I’m genuinely excited to partner with the industry on its next evolution.”
What Kingston Will Focus On
Turner said Kingston’s responsibilities will center on strengthening the show’s sales infrastructure and category strategy for both the September and January editions.
“Adam will be focused on enhancing our sales processes through new technology and tools that improve the customer experience and strengthen our relationships with exhibitors and buyers,” Turner said. “He will also play a key role in evaluating and refining our existing categories while helping identify opportunities for growth based on emerging consumer trends. These efforts support our vision for both the September and January shows and position Surf Expo to remain relevant and impactful for the next 50 years.”
Kingston said his approach starts with listening rather than directing.
“Every trade show has its own identity,” Kingston said. “While there are transferable skills and proven processes that give B2B events structure, true success comes down to the industry professionals who call that event home. They, and the community they create, are the real focus. I want to be immersed in the industry with those who call this show home and find ways to elevate their experience. When we do that well, Surf Expo stays relevant and valuable, and the coastal community is better for it.”
In his first months on the job, Kingston said he plans to prioritize face time with retailers and brand partners, starting with Waterman’s Ball in California in the coming weeks.
“There’s a lot happening,” Kingston said. “Beyond Waterman’s Ball, I’ve got quite a few trips planned to sit down with the retailers and brand partners who rely on this show. I’m really looking forward to listening, understanding their perspectives, their needs, and how they see the future of the industry. From there, it’s about making sure we’re taking the right next steps to support that vision.”
Learning from a Legend
Surf Expo Show Director Roy Turner and Bob Hurley of Florence in 2024. File photo by SESO.
On working alongside Turner, Kingston was effusive.
“Roy’s a legend,” Kingston said. “Anyone who’s worked with him would say the same. His knowledge of the industry and surf culture, and his ability to craft a globally successful show twice a year for 25-plus years speak for themselves. But for me, it’s Roy’s genuine care for the people at Surf Expo that is most impressive. This is a trait you can’t learn in any textbook and one Roy’s spent much of his career developing. Very grateful to be working under him.”
Industry Momentum for the September Show
Turner pointed to broader market dynamics as a reason for optimism around the show’s 50th anniversary edition.
“My experience has shown that our market is cyclical, and we often see periods of growth and momentum emerge every seven to eight years,” Turner said. “I believe our industry is entering another positive phase. Many of our product categories are seeing increased consumer interest, and with the Los Angeles Olympics on the horizon, the global spotlight on the California lifestyle and action sports culture could further accelerate awareness and participation.”
The September show continues the celebration of Surf Expo’s 50th anniversary, building on the milestone marked at the January 2026 edition.
“This September is especially meaningful as we celebrate Surf Expo’s 50th anniversary,” Turner said. “We’ll mark the occasion with industry events, special guests, and celebrations, but the real stars will be the innovative products and brands exhibiting at the show. We’re particularly excited about the significant number of first-time exhibitors who will be joining us and bringing fresh energy to the marketplace.”
What to Expect on the Show Floor
Surf Expo’s September 2026 edition runs September 16-18 at the Orange County Convention Center in Orlando. The show is organized into six floor categories, Surf, Boutique, Resort and Souvenir, Shoreline Outdoor, Gift and Decor, and Swim and Footwear, giving buyers a structured path to source across their assortment in three days. Past editions of the show have seen 75% of buyers place orders onsite, with 93% placing orders with new vendors at the show.
Kingston previewed some of what first-time attendees can expect when they meet him on the floor in September.
“While I don’t believe the Louis Vuitton surf collection will be in-house, we will have a stacked list of industry-leading brands and buyers ready to see what’s new,” Kingston said. “And for a small sneak peek, we’re launching a large-scale partnership with some of the leading content creators in and around our industry to be walking the floors, reviewing products, and getting the word out to their millions of followers globally. Lots of exciting things to come. Looking forward to seeing everyone there.”
Turner closed with a message to the broader Surf Expo community as the 50th anniversary celebration continues.
“I would like to personally invite everyone to join us in celebrating 50 years of Surf Expo,” Turner said. “For five decades, Surf Expo has been the place where our industry comes together to discover new products, build relationships, launch careers, and strengthen our community.
“While trends may come and go, the value of connecting people, brands, and opportunities remains constant. Our 50th anniversary is a testament to the enduring relevance of the surf and coastal lifestyle market and the passionate community that supports it. We are grateful for everyone who has been part of this journey, and we look forward to shaping the next 50 years together.”
Surf Expo September 2026 runs September 16-18 at the Orange County Convention Center in Orlando.
