Key Takeaways:
- The new area combines an education stage, a shared product showcase and exhibitor booths.
- Several dive and snorkel brands and a training agency have registered to exhibit.
- A dive exhibitor reported strong order results from the September show.
Surf Expo will add The Underwater Hub, a dedicated area for dive and snorkel brands, at its January 6-8, 2027, show at the Orange County Convention Center in Orlando, Florida.
The Hub follows the 2026 shows, where dive brands exhibited side by side and the Dive Industry Foundation exhibited in the same area. Surf Expo said those brands reported strong buyer traffic and solid orders.
“This category has real momentum, and our retailers are ready for it,” said Adam Kingston, Vice President and Brand Director of Surf Expo. “The two largest markets at the show, Florida and the Caribbean, are also among the most concentrated dive and snorkel destinations in the world.”
What the Hub Includes
The area will have an education stage with presentations, product demos and talks from dive brands and training organizations, aimed at helping retailers add and grow dive and snorkel categories. The schedule will be announced closer to the show.
A shared showcase will display new and best-selling dive and snorkel products from participating brands, with exhibitor booths set up around the stage and showcase.
Surf Expo said its September education sessions were well attended. Scuba Diving International (SDI) and Head Watersports each hosted sessions on breath-hold techniques and water safety for surfers, paddlers, kayakers, divers and other active water participants.
Who Is Exhibiting
Registered exhibitors for January include Cressi-Sub USA, Inc., Guardian Snorkeling & Swim, Hawaii Divers LLC, Head Watersports, Riffe International and SDI. Head Watersports is the parent of Mares.
Hawaii Divers LLC exhibited in September for the first time under new ownership. Jean-Pierre deBruin of Hawaii Divers LLC said the company generated more than $50,000 in orders at that show.
“Salt Life brought significant attention to our booth, while Hawaii Divers became an additional purchase on nearly 80% of the orders placed,” deBruin said. “Our new Kai Mask and Combo were particularly well received and attracted a great deal of interest from retailers.”
The company plans to return in January with an expanded presence, he said.
Surf Expo said masks, fins, snorkel sets, freediving gear and swim products fit surf shops, beach stores, resort shops, marinas, watersports dealers, sporting goods retailers and fishing supply stores, along with traditional dive shops. Many of those retailers already attend the show, according to Surf Expo.
Retailers can register to attend Surf Expo for free here.
