Key Takeaways:
- Surf Expo September 2026 runs Sept. 16 to 18 at the Orange County Convention Center in Orlando.
- Lightspeed is title sponsor of the Industry Party and daily fashion shows, and Coastal Connections brings six education sessions to the show.
- Surf Expo debuts Tidal Reach, a Popfly-powered creator program, following Wild Reach’s 21.2 million reach at Outdoor Retailer’s Minneapolis debut.
Surf Expo September 2026 is two weeks away, and the floor plan is live, the exhibitor directory is open, and the programming lineup is set.
Whether you are a retailer mapping your must-see brands or an industry professional building your schedule, here are five things to know about what is waiting for you in Orlando.
1. The Floor Plan Is Live and Show Numbers Are Trending Up
The Surf Expo September 2026 floor plan and exhibitor directory are live at surfexpo.com. The show is on track to top 600 exhibitors showing thousands of products across six floor categories: Surf, Swim, Resort, Boutique, Gift and Decor, and Souvenir.
Be sure to check out the contingent of dive brands, which have been growing their presence at the show, including Cressi, Scuba Diving International, Riffe International, Guardian Scuba, HEAD Watersports, and the Dive Industry Association.
Pre-registered buyer numbers are also up. Surf Expo currently has more than 6,000 pre-registered retail buyers, representing 3,560 companies from 52 countries and all 50 states.
Show hours are Wednesday and Thursday, 9 a.m. to 6 p.m., and Friday, 9 a.m. to 4 p.m.
See the floorplan and exhibitor list here.
2. Tidal Reach Brings a New Creator Program to the Floor
Surf Expo is debuting Tidal Reach, its new content creator program, at the September show, with organizers expecting more than 50 creators. The program is powered by Popfly and embeds creators directly on the show floor to produce real-time photos, videos and posts with exhibiting brands during the show.
The launch follows the debut of Wild Reach, the creator initiative Popfly ran with sister show Outdoor Retailer in Minneapolis. According to Outdoor Retailer’s official numbers, Wild Reach generated more than 850 onsite creator connections and reached a combined audience of 21.2 million outdoor consumers.
“After watching the success of Outdoor Retailer’s Wild Reach program last week, it feels like we’re witnessing a real sea change for trade shows,” Roy Turner, Senior Vice President of Surf Expo, said.
Organizers plan a much larger Tidal Reach buildout at Surf Expo’s January 2027 show, with a focus on measurable ROI for brands and retailers.
3. Lightspeed Steps in as Title Sponsor of the Industry Party and Fashion Shows
Lightspeed, a point-of-sale and commerce platform, has signed on as title sponsor of two Surf Expo signature experiences: the Industry Party and the daily fashion shows.
The Industry Party takes place Wednesday night at KINGS, with bowling, billiards, music, and beer, wine, and heavy appetizers. A complimentary shuttle runs to and from the Orange County Convention Center, and attendees need their Surf Expo badge for entry.
Lightspeed’s sponsorship of the daily fashion shows includes mimosas and wine on Wednesday and Thursday, along with digital programs and on-stage branding.
4. Coastal Connections Adds Educational Programming for Coastal Retailers
Coastal Connections is bringing its educational programming to Surf Expo for the first time, with six expert-led sessions running throughout the three-day show. Topics include merchandising, inventory management, marketing, systems, artificial intelligence, and profitability, all tailored to coastal retail.
Sessions are complimentary for qualified retailers registered to attend Surf Expo and take place in a dedicated learning space in room W209.
“This partnership with Surf Expo allows us to bring together practical business education and one of the industry’s leading marketplaces,” Kristin Ely, program director of Coastal Connections, said.
Coastal Connections is produced by Breakwall Publishing, the publisher of Seaside Retailer and Souvenirs, Gifts & Novelties magazines.
Find out more about the Coastal Connections education sessions here.
5. A Learning Lab Panel on Show Floor, a Film Premiere at Industry Party and Breath Hold Workshops
Surf Expo’s Learning Lab session “For Surfers, By Surfers” brings together surfers Jamie O’Brien, Kolohe Andino, Kekoa Cazimero, and CJ Hobgood at The Stage for a conversation on the shift from sponsored athlete to brand founder.
Steko will hold a premiere for “FUDO,” featuring Kolohe Andino, Rasta Robb, and Hayden Rodgers at the Industry Party at KINGS on Wednesday night.
And Cressi will also host free daily breath hold workshops at 11 a.m. at its booth, where surfers, kayakers, water enthusiasts, and emergency service personnel can learn to stay calm and in control underwater.
These are just three of the education panels and events happening at the show. See the full list of events and sessions here.
Surf Expo September 2026 runs Sept. 16 to 18 at the Orange County Convention Center in Orlando.
