ORLANDO, Fla. – September 29, 2026 — Surf Expo, the premier watersports and coastal lifestyle trade show, successfully concluded its September 2026 event at the Orange County Convention Center, capping off the second show of its milestone 50th anniversary year. Strong upward momentum defined the three-day event, with an uptick in attending retail stores, an expanded dive sector, the launch of a dedicated content creator initiative, and strong engagement from legacy brands and emerging market players.
The September show demonstrated clear industry momentum, featuring more than 600 exhibiting brands displaying products across six core categories: Surf, Swim, Resort, Boutique, Gift and Decor, and Souvenir. Retail buyers from over 2,000 companies attended, with more than half purchasing for multi-unit operations of 2 to 250 locations representing retail companies across all 50 U.S. states and 52 countries. Major specialty and multi-door retailers were on the floor to write orders and discover new inventory.
A key driver of growth at the September show was the expanding presence of dive and underwater gear brands. Highlighting the intersection between surf, ocean outdoor, and diving, the show floor featured activations from major dive organizations and brands, including Cressi, Scuba Diving International (SDI), Riffe International, Guardian Scuba, HEAD Watersports, and the Dive Industry Association.
Marking a major shift in trade show digital integration, Surf Expo debuted Tidal Reach, a content creator initiative powered by Popfly. The program brought over 50 content creators directly onto the show floor to collaborate live with exhibiting brands, generating real-time photos, videos, and product spotlights.
“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, Senior Vice President and Show Director of Surf Expo. “After watching the success of Popfly’s program, we’re excited to be a part of this evolution in trade shows.”
Turner confirmed an even larger version of Tidal Reach is scheduled for the January 2027 show, focusing on driving measurable return on investment for participating brands and retailers.
As part of Forge, Surf Expo continues to build on its longstanding role in connecting brands and retailers while leveraging the broader resources, expertise, and industry network of the organization. The September show marked another step forward in bringing together established brands, emerging companies, specialty retailers, and new voices shaping the future of the watersports and coastal lifestyle market.
Specialty store owners and multi-unit buyers shared their perspectives on the energy, productivity, and business impact of the September show.
What Retailers Had to Say
“Surf Expo has a vibe and culture unlike any other trade show. It’s relaxed and energetic, but there’s a lot of business happening—new trends to discover, brands to meet, assortments to plan and opportunities to explore. In a world of technology, it’s refreshing to connect face-to-face and experience the products and brands in person. Add in fashion shows, learning sessions, and the energy of the show floor, and there’s always something to discover. You leave Surf Expo energized, inspired and excited about new business opportunities. I’m already looking forward to the next show!”
— Jamie Kealoha, Gift Buyer, Food Pantry Ltd. Hawaii
“Surf Expo delivered far beyond the products and brands on the show floor. We made valuable business connections, had meaningful conversations, and discovered exciting opportunities to build new partnerships. We were welcomed with genuine enthusiasm, and the energy throughout the outdoor and retail community was incredible. From meetings and networking to product showcases and fashion shows, we made the most of every moment. We left Orlando energized, motivated and already reconnecting with brands we met at the show. We’re excited to see where these new business relationships lead.”
— Vanessa Riopel, FGL Sports
“This was our first time attending Surf Expo and it was a great opportunity to gain valuable insight into the market, connect with a number of exciting brands, and build meaningful industry connections. Seeing the industry in action was such a great experience, and we came away from the show with a lot of valuable takeaways.”
— Brooklyn Balanowski, Ladies Junior Buyer, Boathouse Canada
“We had a wonderful experience at Surf Expo. Everything was extremely well organized and professionally executed. The setup was impressive, the show was easy to navigate, and there was a great mix of quality vendors. We were especially pleased with the new vendor relationships we established and the products we discovered for our store. The entire experience felt productive, welcoming, and very retailer-focused. We left feeling that the time and investment were well worth it.”
— Alesia Jones, Buyer, White House Gifts – Washington, DC
“I had some exciting meetings with new suppliers, notably Mares and Cressi. I also enjoyed the conference sessions, the overall show format, and the event app. It was simple and efficient to navigate and make the most of everything.”
— Isabelle Chabot, Hardgoods Buyer, Sports Experts- Canada
“Surf Expo has certainly been an important show for us, and continues to get a substantial amount of our Open to Buy.”
— Jim Beisel, Red Sail Sports – Grand Cayman Islands
The enthusiasm from buyers was mirrored by exhibiting brands across the show floor, where vendors reported strong order writing, valuable business relationships, and new account connections throughout the three-day event.
What Exhibitors Had to Say
“Surf Expo was an excellent event for Hawaii Divers and Salt Life. This was our first Expo under the new company, and we were extremely pleased with the results. We received outstanding feedback on our products, strengthened existing relationships, and connected with new retail partners. The show gave us tremendous confidence in the direction and opportunities ahead. We look forward to returning in January 2027 with an expanded presence.”
– Jean-Pierre deBruin, VP of Sales, Hawaii Divers
“Surf Expo September was a fantastic experience for our brand and especially meaningful as it was our first trade show. It gave us a great opportunity to introduce the brand to the market, meet retailers we’ve been excited to work with, and make valuable new connections within the industry. The atmosphere was energetic and inspiring. Overall, it was was a great opportunity for us to build relationships, gain valuable market insight, and present our brand to the right audience. We’re very grateful to have been part of it and look forward to coming back!”
— Mariana Alves, Founder, HONUKAI
“It was a pleasure exhibiting again at Surf Expo in September. Dive Industry Foundation found it advantageous being in a DIVE Pavilion area with HEAD Watersports, CRESSI, Scuba Diving International, Riffe International, and Guardian Marine. Surf Expo’s reputation for being a youthful, watersports lifestyle buying event is helping to shape the diving industry’s future direction in meeting the needs of our diving exhibitors and buyer attendees.”
— Gene Muchanski, Executive Director, Dive Industry Foundation
“Surf Expo was a great opportunity for us to present our brand to the U.S. market, meet potential customers and distributors, and start building new business relationships. It was also a valuable experience to better understand the American market and its opportunities.”
— HENRIQUE FRANCA, Sales Manager, DANPER
“Getting in front of East Coast accounts is extremely important for a West Coast brand. Surf Expo allows us to put our best foot forward, and present our brand the way we want to see it presented.”
— Aaron Griffiths, North American Sales Manager, Rusty USA
“We were very pleased with the quality of the buyers who attended. As a first-time exhibitor, we felt the show’s location and audience were an excellent fit for our products. As a small, independent brand, we especially appreciated that the show’s team made us feel valued and that our participation mattered.”
— Eva Deitch. Chief Brand Officer, SallyeAnder
“We, of course, entered this show with big goals and wanting to have a successful show. It surpassed our performance last year, exceeded our goals, and we wrote with triple the number of customers. Thrilled with the results and we are now considering a bigger booth for next year!”
— Exhibiting Brand
“Surf Expo has been one of our ‘go-to’ shows over the years; it has typically been a show that always guarantees a return on our cost. I always open several new customers and it’s great to see our loyal customers every year.”
— Legacy Exhibitor
Activations and Product Debuts
The show floor buzzed with product debuts and booth expansions:
Brand Highlights: Major activity surrounded returning favorites and expanding labels, including Katin, Salty Crew (featuring a new Field & Stream collaboration), Rusty, Free Fly, Party Pants, Flag & Anthem, Lotus & Luna, I-SEA, ALOHA and Duvin, which showcased a significantly expanded booth footprint and a fast-growing women’s collection. Emerging swim brands such as Marlen and influencer-founded Honey Swim generated strong buzz among visiting shop owners.
Pro-Surfer Panel & Film Premiere: A high-profile panel “For Surfers, By Surfers,” moderated by Vipe Desai, featuried pro surfers Jamie O’Brien, Kolohe Andino, CJ Hobgood, and Kekoa Cazimero discussing their transition from sponsored athletes to brand owners. Meanwhile, Steko premiered its new film “FUDO” during the Industry Party.
Coastal Connections Retail Education (produced by Breakwall Publishing) delivered six tailored educational sessions covering key operational topics for coastal shop owners, including AI integration, inventory management, systems optimization, and profitability strategies.
Expanded Industry Partnerships: Commerce platform Lightspeed served as the first-time title sponsor of the daily show-floor fashion shows as well as the official Surf Expo Industry Party held at KINGS Orlando.
Surf Expo will return to the Orange County Convention Center in Orlando, Florida, for its next edition January 6-8, 2027, featuring an expanded Tidal Reach creator buildout and the latest fall/winter and spring inventory collections.
For more information, visit surfexpo.comÂ
About Surf Expo
Surf Expo is the largest and longest-running watersports and coastal lifestyle trade show in the world. Produced twice annually in January and September, Surf Expo draws buyers from stores across the U.S., the Caribbean, Central and South America, and around the world. The show features hundreds of apparel and hardgoods brands, a full lineup of events, educational opportunities and more. Surf Expo is a Trade Only event for exhibiting manufacturers, qualified retailers and approved media – it is not open to the public.
For more information, visit surfexpo.com
About Forge
Forge is a leading global B2B events and media company, connecting buyers and sellers across high-value industries through live events, trusted media brands, digital products and year-round communities. Powered by first-party data, technology and deep market expertise, Forge helps businesses discover opportunities, build the right relationships and stay engaged well beyond the event itself. It is a company guided by a single purpose, Moving Markets. For more information, visit forgelive.com
