Key Takeaways:
- Surf Expo’s September edition opens next week in Orlando with a full slate of parties, panels and fashion programming layered onto the regular show floor.
- A new creator program debuts alongside a first-time title sponsorship and a first-time education partnership built specifically for coastal retailers.
- Attendees can prep ahead of time using the show’s app, floor plan and exhibitor directory.
Surf Expo’s next edition opens next week, September 16 to 18, at the Orange County Convention Center’s West Concourse in Orlando, marking the second show of the event’s 50th anniversary year.
Planning Your Time on the Floor
Attendees can download the Surf Expo App ahead of arrival to search brands, view show specials, book appointments and track the floor plan. Buyers log in using the email address they registered with and the Reg/Badge ID from their confirmation email as a password. Buyers can review the full exhibitor directory and floorplan, along with the complete schedule of events, to plan their time on the show floor.
On the first day of the show, Surf Expo’s buyer relations team will be available at The Stage Lounge starting at 10:30 a.m. for first-time attendees and returning buyers with questions.
Lightspeed Takes on Title Sponsorships
Lightspeed, a point-of-sale and commerce platform, is title sponsor for the first time of the Surf Expo Industry Party at Kings, taking place Wednesday from 6 p.m. to 8 p.m. with bowling, billiards, food and drinks, plus complimentary shuttle service to and from the venue.
Lightspeed is also title sponsor for the first time of the fashion shows at The Stage Lounge on the show floor, running twice daily. Wednesday and Thursday fashion shows run at 11:30 a.m. (Resort and Swim, with a complimentary mimosa) and 3:30 p.m. (Boardsports and Swim, with a complimentary glass of wine); Friday’s fashion shows run at 11 a.m. (Resort and Swim, with a complimentary mimosa) and 12:30 p.m. (Boardsports and Swim).
Tidal Reach Debuts as a New Creator Program
Surf Expo is also debuting Tidal Reach, a new content creator program powered by Popfly, with organizers expecting more than 50 creators on-site to produce real-time photos, videos and posts with exhibiting brands. The program follows Popfly’s Wild Reach initiative at sister show Outdoor Retailer’s Minneapolis edition, which generated more than 850 on-site creator connections and a combined reach of 21.2 million outdoor consumers, according to Outdoor Retailer’s official figures.
“Fifty years in, Surf Expo keeps finding new ways to serve this industry, from a creator program that extends the show floor to audiences worldwide, to sponsorships and partnerships that raise the bar for buyers and brands alike,” said Roy Turner, Show Director and Senior Vice President of Surf Expo. “We’re excited for the industry to see what’s next.”
Organizers plan a larger Tidal Reach buildout at Surf Expo’s January 2027 show, with a focus on measurable return on investment for brands and retailers.
Learning Lab Sessions and Panels
The Learning Lab lineup includes a Board Retailers Association panel discussion Wednesday at 12:30 p.m. at The Stage Lounge, followed the same day by “For Surfers, By Surfers” at 4 p.m., bringing together surfers Jamie O’Brien, Kolohe Andino, Kekoa Cazimero and CJ Hobgood for a conversation on the shift from sponsored athlete to brand founder.
Coastal Connections Expands Retail Education at Surf Expo
Coastal Connections brings their educational programming to Surf Expo for the first time this September, with expert-led sessions running across all three days tailored to coastal retail. Sessions take place in room W209 and are complimentary for qualified retailers registered to attend Surf Expo.
- “Changing Tides: The New Playbook for Profitable Retail,” Wednesday, 8:45 a.m.
- “How to Ride the AI Wave,” Wednesday, 1:45 p.m.
- “From Invisible to Influential,” Thursday, 8:45 a.m.
- “Be the Captain of Your Inventory Ship”, Thursday, 1:45 p.m.
- “Anchored for Success: Building Systems That Work”, Friday, 8:45 a.m.
- “Making Waves on Your Sales Floor,” Friday, 1:45 p.m.
More to See on the Show Floor
Other events include free daily introductory breath hold sessions at the Cressi booth (Booth 825) at 11 a.m., where surfers, kayakers, water enthusiasts and emergency service personnel can learn to stay calm and in control underwater.
The show floor will also feature the Korea Goods Fair at Booth 2843. Highlighting hands on product sampling and sourcing across K-beauty, lifestyle, fashion, consumer tech and food categories.
Happy hours run from 4 p.m. to 5 p.m. across the show floor lounges Wednesday and Thursday.
Show hours are Wednesday and Thursday from 9 a.m. to 6 p.m. and Friday from 9 a.m. to 4 p.m., with registration opening one hour before doors each day.
