The energy at Surf Expo extends far beyond the traditional trade show floor. Running from Sept. 4 to 6 in the South Concourse of the Orange County Convention Center in Orlando, the show will also deliver a carefully curated mix of educational sessions, social gatherings, and interactive experiences designed to connect the surf, skate, swim, and resort communities under one massive roof.
Whether you’re a seasoned retailer scouting the latest trends or a brand looking to make meaningful connections, the show’s diverse programming ensures there’s something compelling happening at all hours, from morning coffee sessions to late-night networking parties.
From the opening on Thursday morning until the show winds down on Saturday afternoon, these are some of the best events we’re looking forward to.
Thursday Night Industry Celebration
The week kicks off with the Industry Party at Topgolf Orlando, sponsored by Shopify, running from 6 p.m. to 8 p.m. on Thursday. Topgolf’s popular entertainment venue will transform into a casual networking hub where industry professionals can connect over drinks, games, and good conversation.
Friday Night New Wave Party
The festivities continue with the New Wave Party at PaddyWagon Pub from 9 p.m. to midnight on Friday. Cap off a busy show day and unwind with old and new friends, and enjoy live music by Ripped Tide and screenings by Dark Seas, Seager, Rhythm, Roark, and Salty Crew. Stop by booths at Dark Seas, Seager, Rhythm, Roark, Salty Crew, Jetty, Marshwear, Turtlebox, and Howler Bros. to get your entry bracelet.
Photo courtesy of Surf Expo.
Interactive Product Experiences
Don’t miss hands-on experiences that give attendees the chance to test products, such as:
- The Brushboarding Ramp delivers an inclusive board sports experience accessible to participants regardless of age or skill level.
- Wave Rider from Surf Days invites attendees to grab their suits and dive into an inflatable surf station that brings ocean vibes directly to the convention center. This interactive feature showcases how brands are creating immersive experiences that translate the feeling of surfing into unique retail environments.
- The DRYFT Board Demo Zone introduces visitors to electric scooters engineered to capture the essence of surfing and snowboarding on land. The dedicated demo track allows riders of all skill levels to experience it for themselves and to meet the DRYFT team.
Exclusive Giveaways and Networking Zones
Meet the team and enter to win the SIPA Boards Electric SUP Board Giveaway, and drop by “The Backyard,” a dedicated networking space hosted by Sun Bum, Pura Vida, Sand Cloud, Thread & Fahlo. The space features music, games, and structured networking activities, with happy hours scheduled for both Thursday and Friday evenings.
Educational Programming and Learning Labs
The Daily Learning Labs provide focused education opportunities throughout the show. Shopify’s Lunch & Learn session Thursday at 12:30 p.m. presents “How Aviator Nation Unifies Data Online and Across 17+ Retail Stores,” offering practical insights into omnichannel retail strategies that work in real-world scenarios.
Additional learning sessions cover essential topics from tariff navigation to AI implementation, team management, and partnership development. These sessions feature industry experts sharing actionable strategies that attendees can implement immediately in their own businesses. See a list of other educational sessions here.
The Board Retailers Association is hosting the BRA Retailer Gathering and BRA-curated Learning Labs at its booth, and is bringing in comfortable seating, vendor displays, a big-screen TV, and a fingerboard park. BRA will be giving away product and making some timely announcements – don’t miss it!
Fashion Shows and Daily Features
Multiple fashion shows throughout the event showcase resort, swim, and boardsports collections, providing retailers with comprehensive looks at upcoming seasonal trends. These presentations occur at strategic times throughout each day, allowing attendees to plan their show floor exploration around key trend revelations.
Daily Happy Hours across the show floor create organic networking opportunities while Art Features, Permanent Jewelry, and the Voyage by Paris x Bond Eye charm bar bracelet activation add lifestyle elements that reflect the broader beach and surf culture aesthetic.
Start planning your Surf Expo with the complete schedule of events to map out your sessions, parties, and presentations, and check out the exhibitor directory to plan your booth visits.
