MARKET & LEAD INTELLIGENCE

Australia SUP Brand
Development & Sourcing Opportunities Report

Focused on Australia-based brands | Also covering channel and related water/outdoor brands

Key coverage: iSUP, hard boards, SUP Surf, Race, Foil and accessories

Research Date

4 September 2026

Purpose: Lead generation, LinkedIn outreach, OEM/ODM business preparation

Note: Based on public websites, LinkedIn, Australian business registers and industry media. No paid customs data used; sourcing volumes and factory relationships need further verification during the development stage.

Executive Summary

Core Conclusions If the goal is to develop inflatable SUP finished-board customers, the recommended priority order is HONU, Bay Sports, Sunny King, Ride The Tide; if the factory’s strength is composite hard boards, prioritize ECS, CMP, Stonker, ONE Ocean Sports and SMIK. SUNOVA has high technology and brand value, but a full OEM switch is also the most difficult.

The Australian SUP brand market shows a clear characteristic of “founder/designer-led, small teams, with direct-to-consumer and specialist distribution coexisting.” Public LinkedIn employee counts are often very small, which does not necessarily mean sales are small, but it means that the Owner, Founder, Brand Manager or Operations often directly influences purchasing.

iSUP and hard boards should be developed separately. HONU is the clearest high-end iSUP target; Bay Sports is a multi-watersports category-mix customer; Sunny King and Ride The Tide offer both lifestyle hard board and inflatable board opportunities.

Performance hard board brands rely more heavily on board models, composites, weight and athlete testing, resulting in high switching costs for suppliers. For ONE, SMIK and SUNOVA, it is recommended to enter through components, test boards, backup capacity or co-development.

The report date falls around the Australian spring. For 2026/27 summer bulk production it is somewhat late, but it is suitable for urgent replenishment, accessory top-ups, 2027 new product communication and onboarding backup suppliers. The full procurement rhythm still needs to be verified using each brand’s historical shipment data.

First-Round Development Recommendations

No.	Brand 2	SUP/Business Type	Preferred Contact	Composite Score
1	HONU Paddleboards	High-end lightweight iSUP as core, also with SUP surfboards, paddles and accessories	Mark Travers — Owner / Founder / CEO；mark@honu.com.au	92/100 · A
2	Bay Sports	Own inflatable SUP + kayaks, surfskis and outdoor water products	Lina Kurelaityte — Senior Operations Manager; final sourcing decision-maker also needs to be confirmed	86/100 · A
3	Sunny King Paddleboards / SUP Warehouse	Hard boards and inflatable SUP; direct-to-consumer warehouse/retail model	Nick King — Owner / CEO；Paige King — Owner / SUP Ambassador	84/100 · A
4	Ride The Tide Paddle Board Co.	Retro wood-grain/lifestyle hard boards, all-round boards, cruiser boards and inflatable SUP	Dean & Cherie — Founders；dean@ridethetide.com.au；+61 403 549 702	82/100 · A−
5	CMP Boards Australia / Weekend Warrior Outdoors	Hard board SUP, ABS thermo boards, soft boards and leisure water products	Old public materials point to Chad Pace and Carmen; actual sourcing decision-maker should be re-verified in 2026	78/100 · B+
6	ECS Boards Global	Hard board SUP, surfboards, longboards; direct-to-consumer + global distribution	Dylan Henry — Brand Manager; final sourcing/owner still needs to be confirmed	76/100 · B+

The score is for foreign trade development prioritization, not a ranking of brand strength or sales volume. The score is formed comprehensively from Australian brand fit, SUP focus, OEM/ODM accessibility, scale/channels, contact reachability and recent development signals.

Table of Contents

1. Research Scope and Methodology

2. Australian SUP Brand Landscape and Sourcing Opportunities

3. Target Brand Composite Score & Priority

4. Detailed Profiles of ten Brand

5. Related Channels & Edge Targets

6. Match Customers by Product Capability

7. Development Pace & Action Plan

8. Qualification Checklist & English Outreach Templates

Appendix: Public Sources & Links

1. Research Scope & Judgment Method

1.1 Inclusion Criteria

The brand or operating entity is founded, owned, headquartered in Australia, or operated by a core Australian team;

SUP is one of the core categories, not just an occasional one or two SKUs;

Verifiable official website, LinkedIn, business registration, ongoing product pages, or industry media traces exist;

At least one potential commercial entry point exists for complete boards, components, accessories, packaging, alternative capacity, or channel cooperation.

1.2 Evidence Level

Evidence Level	Definition	How to Use
Verified	Directly supported by official website, LinkedIn company/personal page, ABN Lookup, or direct brand interview	Can be used directly for initial outreach context
High-Probability Inference	Inferred from product structure, team size, channel and manufacturing statements	Should be verified with questions in first contact
To Be Verified	No publicly available direct evidence for owner, purchasing lead, factory, sales volume, purchasing months, or annual quantities	Must not be expressed externally as fact

1.3 Inferences This Report Does NOT Make

When no reliable public information is available, this report does not estimate company revenue, annual SUP sales, actual purchase quantities, factory names, or market share. LinkedIn employee counts only reflect public accounts and platform self-reported scale, not full team headcount.

2. Australian SUP Brand Landscape & Supply Opportunities

2.1 Four Typical Buyer Types

Type	Representative Targets	Purchasing Focus	Supplier Entry Point
Premium iSUP Brand	HONU	Lightweight, rigidity, materials, and brand experience	High-performance drop-stitch, side-rail craftsmanship, testing, and eco-friendly packaging
Multi-Water-Category Brand	Bay Sports、Weekend Warrior	Multi-SKU, supply consolidation, delivery, and aftermarket parts	One-stop bundling of full board + pump/paddle/bag/fin/seat
Lifestyle SUP Brand	Sunny King、Ride The Tide	Visual identity, family users, DTC packaging, and value for money	Hard board/iSUP, graphics, deck pad, and transport packaging
Performance Hard Board / Pro Brand	ECS、Stonker、ONE、SMIK、SUNOVA	Shape, composites, weight, and athlete testing	Composite materials, precise tolerance, complex shapes, and small-batch iteration

2.2 Practical Implications for Chinese / OEM Suppliers

Founder-led: Small brands usually do not have a large purchasing department; first communication should focus directly on product issues, delivery, and aftersales, rather than generic company size introductions.

Differentiation first: Australian coastal culture is strong; retro wood grain, beach palettes, lightweight, stability, easy storage, and family-use scenarios can all become new SKU entry points.

Hard board packaging is a pain point: Cross-state shipping distances are long; hard board cosmetic damage, nose/tail impact damage, and return shipping costs can directly affect margin. Packaging design can be a stand-alone development topic.

Accessories are a low-risk entry point: US fin box fins, leashes, deck pads, paddles, board bags, pumps, valves, and repair parts are easier to test cooperation with than switching factories for full boards.

Do not interpret “Australian designed” as “Australian made.” Manufacturing locations vary widely between brands; production, mock-ups and pilot runs, final assembly, and warehousing locations should be asked about case by case.

3. Target Brand Composite Score & Priority

Rank	Brand	Australian Base	Product Core	Score	Tier
1	HONU Paddleboards	Bondi Beach / Sydney, NSW	Premium lightweight iSUP as the core, plus SUP surfboards, paddles, and accessories	92	A
2	Bay Sports	Sydney Northern Beaches, NSW	Own-brand inflatable SUP + kayaks, surfskis, and outdoor water products	86	A
3	Sunny King Paddleboards / SUP Warehouse	Greater Melbourne, VIC	Hard boards and inflatable SUP; DTC warehouse / retail model	84	A
4	Ride The Tide Paddle Board Co.	Clontarf, Queensland	Retro wood grain / lifestyle hard boards, all-rounders, cruisers, and inflatable SUP	82	A−
5	CMP Boards Australia / Weekend Warrior Outdoors	Erina / Central Coast, NSW	Hard SUP boards, ABS thermo boards, soft boards, and leisure water products	78	B+
6	ECS Boards Global	Tuggerah, NSW	Hard board SUP, surfboards, longboards; direct sales + global distribution	76	B+
7	Stonker Boards	Torquay, Victoria	SUP, Foil, Kite; local shaping/fiberglass manufacturing + multi-brand retail	68	B
8	ONE Ocean Sports	Currumbin, Queensland	Race SUP, surf SUP, touring boards, custom boards and Foil	64	B−
9	SMIK SUP	Western Australia	High-end SUP surfboards, longboards, Foil and custom boards	61	B−
10	SUNOVA	Australian founding background; stronger global operations/manufacturing attributes	Surfboards, SUP, Foil; high-end composite materials and custom boards	52	C+

3.1 Scoring Logic

Dimension	Weight
Australian brand/operations match	20
SUP focus	20
OEM/ODM accessibility	20
Scale and channel potential	15
Decision-maker accessibility	15
Recent product/expansion signals	10

Score Reading Note If your core capabilities differ, the ranking should also change: iSUP factories should put HONU, Bay Sports, Sunny King at the top; hard board composite factories should elevate ECS, CMP, Stonker, ONE, SMIK; when doing accessories only, specialty retail and multi-brand channels may close deals faster than small board brands.

4. Detailed Profiles of Ten Brands

4.1 HONU Paddleboards · 92/100 (A)

Item	Information
Location	Bondi Beach / Sydney, NSW
Founded/Milestone	2001; new owners took over in 2019 and restructured the product line
Product Core	High-end lightweight iSUP as the core, plus SUP surfboards, paddles and accessories
LinkedIn Signal	Company page 2–10 employees; publicly shows around 5 employees
Priority Contact	Mark Travers — Owner / Founder / CEO；mark@honu.com.au

Verified Points

Officially claims the brand was born at Bondi Beach; LinkedIn categorizes it under Sporting Goods Manufacturing, headquartered at Bondi Beach.

After new leadership took over in 2019, the original products, brand, channels and supply chain were essentially rebuilt; currently promoting the Byron, Sorrento, Seaton, Bondi, Fairlight and 2026 Torquay series.

Products emphasize X‑Woven / Fused drop-stitch, triple-bonded side rails, lightweight and high rigidity; multiple boards are 4.7 inches thick, different from the common 6-inch recreational iSUP.

Publicly recruiting European retail/experience partners in 2025, indicating continued expansion of international channels.

Procurement/OEM opportunity: best entered through high-end iSUP structural upgrades, welded/bonded side rails, lightweight drop-stitch, custom packaging and matching paddles. If you can provide stable lightweight and rigidity data, long-term weather resistance testing, and a low repair rate, the value is high.

Main risk: the brand has already rebuilt its supply chain during 2019–2020, and current suppliers may have gone through strict screening; quoting low prices alone is hard to convince. Communication needs to be backed by evidence of performance, weight, process stability and eco-friendly materials.

Suggested entry approach: structural and quality control solutions for lightweight high-rigidity iSUP; start with new sizes, region-limited colorways, accessories or alternative supply capacity.

Contact link: https://au.linkedin.com/in/mark-g-travers

Sources: S1 · S2 · S3 · S4 · S5

4.2 Bay Sports · 86/100 (A)

Item	Information
Location	Sydney Northern Beaches, NSW
Founded/Milestone	2012 (originally as Bay Kayaks)
Product Core	In-house inflatable SUP + kayaks, surf skis and outdoor water products
LinkedIn Signal	Limited company LinkedIn visibility; a Senior Operations Manager lead is confirmable
Priority Contact	Lina Kurelaityte — Senior Operations Manager; need to confirm the final procurement lead

Verified key points

Public information shows it is an Australian family-run business, starting from Bay Kayaks in 2012, later developing its own SUP product line.

Historical product data shows its iSUP covers multiple sizes for cruising, leisure, yoga, etc., and emphasises Fusion‑Tec / drop-stitch construction.

ABN Lookup shows The Trustee for Bay Kayaks Trust status is Active; Bay Sports Co and Bay Kayaks are registered business names.

The company also sells kayaks, fishing boats, surf skis and multi-brand outdoor accessories, making it a “water-product portfolio brand/retailer.”

Procurement/OEM opportunity: suitable for simultaneously developing complete iSUP boards, backpacks, paddles, pumps, seats, fins, and kayak accessories. Multi-category operations typically place greater emphasis on supplier consolidation, delivery, and aftermarket parts support.

Main risks: SUP is not its sole core; procurement may be split by category; the company page and senior leadership public information is less clear than HONU, so the procurement boundary between its own brand and agency products needs to be confirmed first.

Recommended approach: “One-stop water-product supply + Australian peak-season replenishment capability,” focusing on demonstrating the shared material, welding, accessory, and aftermarket parts system between iSUP and inflatable kayaks.

Contact link: https://au.linkedin.com/in/lina-kurelaityte-1ba04124

Sources: S6 · S7 · S8 · S9

4.3 Sunny King Paddleboards / SUP Warehouse · 84/100 (A)

Item	Information
Location	Greater Melbourne, VIC
Founded/Milestone	2008
Product core	Hard boards and inflatable SUP; direct-operated warehousing/retail model
LinkedIn signal	Personal LinkedIn clearly points to SUP Warehouse CEO; company page is relatively weak
Priority contact	Nick King — Owner / CEO；Paige King — Owner / SUP Ambassador

Verified key points

The official team page states Nick King began designing SUPs in 2008 and named the core brand after his son Sunny King.

The website positions itself as Australia’s leading SUP company, with products including handcrafted/hard boards and inflatable boards, sold direct through SUP Warehouse.

The team structure includes Owner, Factory Manager, and Factory Assistant, indicating local warehousing, refurbishment, or after-sales capability.

Procurement/OEM opportunity: suitable for developing hard boards, iSUP, kids’/women’s ranges, board bags, paddles, leashes, US fin box fins, and replacement parts. Under the direct-retail model, reducing damage rates and improving packaging’s transport durability will directly affect profit.

Main risks: a long operating history means stable board models and supply partners may already exist; need to avoid only offering generic catalogues — it is best to propose cost/weight/packaging improvements to existing ranges.

Recommended approach: enter with “upgrades to current best-sellers + low-risk new SKUs,” such as lightweight cruising iSUP, family models, kids’ models, or hard board packaging more resistant to transport.

Contact link: https://au.linkedin.com/in/nick-king-42806a26

Sources: S10 · S11 · S12

4.4 Ride The Tide Paddle Board Co. · 82/100 (A−)

Item	Information
Location	Clontarf, Queensland
Founded/Milestone	2011
Product core	Vintage wood-grain/lifestyle hard boards, all-round boards, cruisers, and inflatable SUP
LinkedIn signal	No stable company page found; official website, social media, and founder videos are relatively active
Priority Contact	Dean & Cherie — Founders；dean@ridethetide.com.au；+61 403 549 702

Verified Key Points

The brand was founded by Dean and Cherie, with the official emphasis on designing, creating, and delivering retro, wood-grain, and modern SUP to consumers.

The product visual identity is strong, with the core selling point being not only performance but also home-feel, coastal lifestyle, and gift attributes.

Public channels show it is Australian-owned and operated, serving consumers directly.

Sourcing/OEM opportunity: Suitable for suppliers with mature hardboard laminating/printing, wood-grain visuals, custom deck pads, board bags, and transport-resistant packaging capabilities. For iSUP, entry can start from retro graphics and small-batch colorways.

Main risks: Small team; opaque sales volume and purchase quantities; brand visual requirements may be higher than structural innovation. Need to first confirm the sales structure and annual SKU count for hardboard/iSUP.

Suggested entry point: Emphasize small-batch pattern development, color difference control, wood-grain/retro printing, hardboard packaging, and rapid sampling, rather than generic low-price models.

Contact link: https://ridethetide.com.au/about-us/

Sources: S13 · S14 · S15

4.5 CMP Boards Australia / Weekend Warrior Outdoors · 78/100 (B+)

Item	Information
Location	Erina / Central Coast, NSW
Founded / Milestone	Approx. 2009
Product Core	Hardboard SUP, ABS thermo boards, softboards, and recreational water products
LinkedIn Signal	Weak brand LinkedIn presence
Priority Contact	Old public materials point to Chad Pace and Carmen; the actual purchasing lead should be re-verified in 2026

Verified Key Points

The official page states that CMP Boards has been designing and producing SUP since 2009, with Australian distribution from a NSW Central Coast warehouse.

The current official website still sells CMP SUP, including fibreglass/bamboo-look, ABS thermo, and softboard types.

Weekend Warrior simultaneously operates kayaks and other water/outdoor products, combining brand-owner and retail/distribution attributes.

Sourcing/OEM opportunity: Suitable for hardboards, thermoformed shells, softboards, board bags, leashes, fins, and packaging accessories. For suppliers, entry can be through a specific structure or accessory category rather than replacing the full range from the start.

Main risks: Public organisational information is outdated; unable to confirm whether ownership and purchasing roles have changed; the “manufacturer” description needs further confirmation as to whether it is local manufacturing, import, or a hybrid model.

Suggested entry point: Start with a product line audit: provide process, MOQ, damage rate, and lead time solutions separately for existing ABS, fibreglass, and softboard ranges.

Contact link: https://weekendwarrior.net.au/

Sources: S16 · S17

4.6 ECS Boards Global · 76/100 (B+)

Item	Information
Location	Tuggerah, NSW
Founded / Milestone	2006
Product Core	Hardboard SUP, surfboards, longboards; direct sales + global distribution
LinkedIn Signal	11–50 employees; few employees visible on LinkedIn
Priority Contact	Dylan Henry — Brand Manager; final purchasing/ownership still to be confirmed

Verified Key Points

LinkedIn describes ECS as an international surfboard and SUP manufacturer, with sales via direct-to-consumer and a global distribution network.

Headquartered in Tuggerah, NSW, with a US Delaware location also listed; product focus is surfboards, longboards, and hardboard SUP.

The official website still has a SUP category, and the brand emphasises Australian design with a performance/price balance.

Procurement/OEM opportunities: suitable for composite hard boards, mould development, carbon fibre/glass fibre construction, US fin box, fins, deck pads, board bags and export packaging. International distribution means spec consistency and a spare parts system are important.

Main risks: if the main hard board factory and moulds are locked in, switching costs are high; Dylan is a brand manager and may not be directly responsible for procurement. Need to find the Owner/Operations/Product role.

Recommended approach: build credibility with structural testing, weight tolerance, cosmetic defect rate, packaging drop test and mould maintenance protocols.

Contact link: https://au.linkedin.com/in/dylan-henry-7147b0168

Source: S18 · S19 · S20

4.7 Stonker Boards · 68/100 (B)

Item	Information
Location	Torquay, Victoria
Founded/Node	1998; new owners took over in 2023
Product core	SUP, Foil, Kite; local shaping/fibreglass manufacturing + multi-brand retail
LinkedIn signals	2–10 employees; company page information is fairly complete
Priority contacts	Ben Hucker — Managing Owner；Jessica Hucker — Co-owner

Verified points

LinkedIn shows Stonker as Australian owned and operated, based in Torquay, with expertise including SUP, Foil, Kite, manufacturing, import and export.

Ben and Jessica Hucker took over in 2023 from founder Alex “Stonker” Gillan and other shareholders.

The official website still promotes its own GT SUP, while also selling other premium water sports brands.

Procurement/OEM opportunities: better suited to parts, semi-finished products, fins, deck pads, board bags, Foil-related protection items or structures that cannot be efficiently produced locally, rather than directly replacing its local manufacturing value.

Main risks: “local manufacturing/shaping” is a brand asset; full OEM outsourcing may conflict with positioning; need to respect their craft identity.

Recommended approach: enter through supplementary capacity and component collaboration: retain Australian design/final processes while sourcing stable non-core components or specific structures externally.

Contact link: https://au.linkedin.com/in/ben-hucker-20286b33

Source: S21 · S22 · S23

4.8 ONE Ocean Sports · 64/100 (B−)

Item	Information
Location	Currumbin, Queensland
Founded/Node	Founding year not clearly disclosed publicly
Product core	Race SUP, surf SUP, cruise boards, custom boards and Foil
LinkedIn signals	Limited company LinkedIn visibility; strong founder/athlete personal influence
Priority contacts	Paul “Jacko” Jackson & Angela Jackson — Founders/Operators

Verified points

The official team page states that most day-to-day contact is handled by Angela or Paul Jackson, who have long been involved in ocean sports and SUP racing.

Products are Australian designed and tested; the official website states production boards are manufactured by a specific Kinetic factory, with some custom downwind foil boards manufactured in Australia.

Already has international partners in the UK, Germany/Switzerland/Austria, Denmark, etc.

Procurement/OEM opportunities: suitable for race boards/hard board components, carbon fibre structures, accessories, board bags and alternative capacity; if capable of manufacturing high-end race boards, benchmark testing can be proposed.

Main risks: there is already a clearly defined dedicated factory and deeply developed relationship, making it difficult to replace the full-board supplier; the small team values real athlete testing and design control.

Suggested approach: Don’t start by talking about large-scale replacement; use a single component, test board, overflow capacity, or joint testing of new structures as the entry point.

Contact link: https://www.oneoceansportsaustralia.com/about-us

Source: S24 · S25 · S26 · S27

4.9 SMIK SUP · 61/100 (B−)

Item	Information
Location	Western Australia
Founded/Node	Approx. 2016
Product Core	High-end SUP surfboards, longboards, Foil and custom boards
LinkedIn Signal	No clear company page; founder’s personal page available
Priority Contact	Scott “Scotty” McKercher — Founder / Designer / Shaper

Verified Key Points

SMIK was founded by Australian waterman, designer Scott McKercher, with a core focus on high-performance SUP surf.

The official website’s product range has expanded to shortboards, longboards, Foil, parawing and custom orders.

The brand’s main assets are its shaping, handling, professional player reputation and the designer’s personal credibility.

Procurement/OEM opportunity: Suitable for high-end composite materials, precise weight control, complex rail/rocker reproduction, carbon fibre structures, small-batch custom boards and high-quality surface finishing.

Main risk: Designer-led with complex board shapes, long validation cycles; greater emphasis on “shape fidelity” and real-world feedback, so pure cost advantage has limited significance.

Suggested approach: Demonstrate ability in complex board shape reproduction, CAD/CNC/mould processes, weight tolerances and small-batch iteration speed.

Contact link: https://au.linkedin.com/in/scott-mckercher-b7a50617

Source: S28 · S29 · S30

4.10 SUNOVA · 52/100 (C+)

Item	Information
Location	Australian founding background; stronger global operations/manufacturing profile
Founded/Node	Long brand history
Product Core	Surfboards, SUP, Foil; high-end composite materials and custom boards
LinkedIn Signal	Has a company page, but cannot be simply categorised as a small local Australian brand
Priority Contact	Bert Burger — Founder / Shaper

Verified Key Points

Founder Bert Burger is an Australian shaper, known for innovations in composite materials and parabolic rails.

SUNOVA covers surf, SUP and foil, and has a highly international brand and production system.

Its Australian origins are clear, but current company ownership, headquarters and manufacturing should be verified against the specific procurement entity, and cannot be equated with a purely Australian local buyer.

Procurement/OEM opportunity: Worth attempting if the supplier has special composites, components or high-end overflow capacity; full-board OEM conversion probability is low.

Main risk: The brand has a mature design and production system, with very high barriers to entry; geographic classification is also more complex than other targets.

Suggested approach: Only engage if there is clear technical differentiation, unique materials or supplementary supply chain value; not recommended as a first-round large-scale development target.

Contact link: https://sunovasurfboards.com/en-us/pages/bert-burger

Source: S31 · S32 · S33

5. Related Channels and Edge Targets

The following entities do not fully fit the definition of “Australian local, SUP-focused brands,” but may become distribution, trial sales, private label or accessory customers.

Entity	Nature	Public Signal	Development Value	Source
Stand Up Paddle Gear Australia	Specialist SUP retail/selection channel	North Manly, NSW; established 2007; 2–10 staff	Can serve as distribution, trial sales, accessories and market feedback; not a priority target as an own-brand client	S34
River to Ocean Adventures	Australian water/inflatable product retailer	Established in 2016; inflatables, SUP, tow and camping products	Suitable for bundled water products and private label proposals; need to confirm existing brands and procurement authority	S35
Global Surf Industries / NSP	Global brand portfolio and distribution platform	GSI operates in Australia; NSP’s LinkedIn currently shows headquarters in Bangkok	Strong scale and channel value, but cannot be classified as a purely Australian-owned SUP brand	S36/S37
Anaconda / Tahwalhi	Large outdoor retail and private label system	National chain with large channel volume	May suit private label/OEM, but procurement process is more structured and slow compared to direct supply; pricing pressure is higher	Requires separate procurement organisation research
Ocean & Earth	Australian integrated surf brand	Still Australian-owned and operated; SUP only makes up part of the product range	Suitable for SUP accessories, soft boards, leashes, board bags, etc.; should not be treated as a core SUP brand	S38

5.1 Why NSP is not listed as a core Australian brand

NSP previously sold in Australia and Hawaii and has close ties to the Australian market, but LinkedIn currently shows its headquarters in Bangkok. Therefore it fits as a “global SUP brand/channel target” and should not be grouped with purely Australian-owned brands in this report.

Sources: S36 · S37

6. Match clients by product capability

Product capability	First target	Second target	Supplementary target	Closing key
High-end iSUP complete boards	HONU	Bay Sports、Sunny King	Ride The Tide	Lightweight, rigidity, side rails and long-term air-tightness data
Recreational/family iSUP packages	Bay Sports、Sunny King	Ride The Tide	CMP	Complete sets of board, paddle, pump, bag, fins, repair kit
Composite hard boards	ECS、CMP	Ride The Tide、Sunny King	Stonker、ONE	Weight tolerance, surface defect rate, board shape replication and packaging
High-end SUP Surf / Race	ONE、SMIK	ECS、SUNOVA	Stonker	Pro-level testing, complex rail/rocker, carbon fibre construction
US fin box fins and leashes	ECS、Sunny King、Ride The Tide	Stonker、CMP	SUP Gear Australia	Spec compatibility, moulds, materials, labelling and replacement stock
Board bags/shipping packaging	Sunny King、Ride The Tide、ECS	Bay Sports、CMP	All hard board brands	Cross-state logistics damage, cartons/corner guards/inner lining and nose/tail protection
Paddles, pumps, valves, repair parts	Bay Sports、HONU	Sunny King、Ride The Tide	Specialty retail channels	After-sales availability, parts commonality and restock speed

7. Development pace and action plan

7.1 Season and procurement timing assessment

Timing assessment belongs to supply chain inference Australian water sports retail peak season typically centres around spring and summer. If sea freight production requires 2–4 months, new product development and main orders often need to start several months before the end peak season. Without a shipment database, specific months should not be treated as verified procurement cycles.

Period	Likely activity	Supplier actions
February–April	Product review, structural discussions and sampling for next summer	New product proposals, quality improvements, cost engineering
May–July	Sample confirmation, ordering and production window	Lock in materials, colour cards, packaging, lead times and QC
August–October	Arrival, launch and pre-peak-season preparation	Urgent restocks, accessories, backup supply and out-of-stock SKUs
November–January	Sales peak season / concentrated after-sales feedback	Rapid replenishment, spare parts, list of problems for the following year

Based on this report’s date of 2026-09-04: initial outreach should run two parallel tracks – “this season’s urgent restocks/accessories” and “2027 product development” – rather than assuming clients still have enough time to switch core hard board suppliers.

7.2 30-day development actions

Week 1: Prepare three different sets of materials across the iSUP, hard board and accessories product lines; each set should show only the 4–6 most relevant capability proofs.

Weeks 1–2: Prioritise outreach to Mark Travers, Nick King, Ben Hucker, Dylan Henry, Scott McKercher and Lina Kurelaityte; for ONE and Ride The Tide use the founders’ email addresses on their official websites.

Week 2: Use 6–8 qualification questions to confirm annual purchase volume range, SKUs, current factory, order placement month, pain points, MOQ, packaging, and decision process.

Week 3: Only send samples to brands with clear needs; samples should include spec sheets, weight, pressure/airtight or structural test reports, packaging instructions, and traceability numbers.

Week 4: Submit a one-page proposal to high-potential clients comparing “Current State — Improvements — Cost/Lead Time — Validation Plan,” and avoid sending oversized catalogs in a single outreach.

8. Qualification Checklist and English Development Templates

8.1 Issues That Must Be Verified in Initial Communication

Which legal entity/brand entity of your company purchases and imports your SUP products?

What is the approximate sales split among iSUP, hard boards, SUP Surf/Race, and Foil?

Which country is your current mass-production factory located in? Is it an exclusive partnership, a long-term partnership, or a seasonal bidding arrangement?

For the next Australian summer new products, in which months are they typically finalized, ordered, and received in warehouse?

What are the main quality pain points: air leakage, side rails, warping, appearance, weight, fin box, deck pad, packaging, or lead time?

What is the typical order volume range per SKU and the acceptable MOQ?

Does the client require third-party testing, material compliance, packaging recyclability, or a specific warranty period?

Which components must remain consistent with existing specifications, such as US fin box, valves, pump interface, paddles, bags, or accessories?

What is the split between domestic Australian sales and overseas distribution? Are multi-language packaging and different certifications required?

After sample approval, who is responsible for final technical confirmation, price approval, and purchase order placement?

8.2 English LinkedIn Initial Outreach Template — iSUP

Template A Hi [Name], I work with [Company], a manufacturer focused on inflatable SUP construction and accessories. I noticed [Brand]’s emphasis on [light weight / stiffness / touring / family use]. We may be able to support a new model, backup capacity, or specific components such as bags, paddles, fins and pumps. Would it be useful if I sent a short capability sheet focused only on your current SUP range?

8.3 English LinkedIn Initial Outreach Template — Hard Boards/Composites

Template B Hi [Name], I’ve been reviewing [Brand]’s SUP range, especially the [model/category]. Our team works on composite board production, shape consistency, weight control and export packaging. I’m not looking to send a general catalogue — I’d like to understand whether you have any current issue around construction, finish, packaging damage or lead time where a new supplier could add value. Who would be the best person to speak with?

8.4 English Follow-Up Template — Accessories/Low-Risk Trial Order

Template C Hi [Name], following up with a lower-risk idea: instead of discussing a full board program, we could start with a small accessory or replacement-parts project — for example US-box fins, leashes, deck pads, board bags, pumps or repair kits matched to your current models. This would let both teams test communication, quality and delivery before considering a larger program. Would any of these categories be relevant for 2027?

Appendix: Public Sources and Links

Source access date: 2026-09-04. Products, employee numbers, contact roles, pricing, and company information may change and should be re-verified prior to development.

[S1] HONU LinkedIn Company Page https://au.linkedin.com/company/honuboards

[S2] HONU Official SUP Product Page https://honuboards.com/collections/stand-up-paddleboards

[S3] HONU Brand and Mark Travers Interview https://www.totalsup.com/news/mark-travers-and-the-aussie-sup-brand-honu-boards/

[S4] HONU European Channel Partnership Recruitment https://honuboards.com/en-ca/blogs/news/retail-demo-partners-eu

[S5] Mark Travers LinkedIn https://au.linkedin.com/in/mark-g-travers

[S6] Bay Sports Official Website https://www.baysports.com.au/

[S7] Bay Sports iSUP Brand Background and Product Review https://www.supboardguide.com/bay-sports-review/

[S8] Bay Sports Australia Business Registration (ABN) https://abr.business.gov.au/ABN/View?id=11406838817

[S9] Lina Kurelaityte LinkedIn https://au.linkedin.com/in/lina-kurelaityte-1ba04124

[S10] Sunny King / SUP Warehouse Official Website https://supwarehouse.com.au/

[S11] Sunny King Team Introduction https://supwarehouse.com.au/pages/our-team

[S12] Nick King LinkedIn https://au.linkedin.com/in/nick-king-42806a26

[S13] Ride The Tide Official Website https://ridethetide.com.au/

[S14] Ride The Tide Brand Story https://ridethetide.com.au/about-us/

[S15] Ride The Tide Public Contact Page (Facebook) https://www.facebook.com/ridethetidesup/

[S16] CMP Boards / Weekend Warrior Official Website https://weekendwarrior.net.au/

[S17] CMP Boards Board Selection and Brand Introduction https://weekendwarrior.net.au/choosing-a-sup/

[S18] ECS Boards LinkedIn Company Page https://au.linkedin.com/company/ecs-boards-global

[S19] ECS Boards Official SUP Product Page https://ecsboards-australia.com/collections/sup-boards

[S20] Dylan Henry LinkedIn https://au.linkedin.com/in/dylan-henry-7147b0168

[S21] Stonker Boards LinkedIn Company Page https://au.linkedin.com/company/stonker-boards

[S22] Stonker Boards Official Website https://stonker.com.au/

[S23] Ben Hucker LinkedIn https://au.linkedin.com/in/ben-hucker-20286b33

[S24] ONE Ocean Sports Official Website https://www.oneoceansportsaustralia.com/

[S25] ONE Ocean Sports Team Introduction https://www.oneoceansportsaustralia.com/about-us

[S26] ONE Ocean Sports International Partners https://www.oneoceansportsaustralia.com/international-partners

[S27] ONE Ocean Sports 2026 Product Updates https://supboardermag.com/2026/01/08/one-ocean-sports-new-2026-gear/

[S28] SMIK SUP Official Website https://www.smiksup.com/

[S29] Scott McKercher LinkedIn https://au.linkedin.com/in/scott-mckercher-b7a50617

[S30] SMIK Founder Interview https://www.totalsup.com/news/smiksup-scott-mckercher/

[S31] SUNOVA Official Website https://sunovasurfboards.com/

[S32] Bert Burger Official Bio https://sunovasurfboards.com/en-us/pages/bert-burger

[S33] SUNOVA LinkedIn Company Page https://dk.linkedin.com/company/sunova-

[S34] Stand Up Paddle Gear Australia LinkedIn https://au.linkedin.com/company/sup-gear-australia

[S35] River to Ocean Adventures Brand Introduction https://rivertooceanadventures.com.au/pages/about-us

[S36] NSP Surfboards LinkedIn https://www.linkedin.com/company/nsp-surfboards/

[S37] Global Surf Industries LinkedIn https://au.linkedin.com/company/global-surf-industries

[S38] Ocean & Earth SUP Product Page https://oceanandearth.com.au/collections/soft-boards/100%2Baqua%2Bepoxy%2Bspeciality-boards%2Bsup%2Bwhite

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