Sup To You

What Sup To You does

Sup To You is a privately held paddle board outfitter and demo center headquartered in Laguna Beach, California, serving the Orange County coastal market since its founding in 2013. The company operates a combined retail and rental model, offering paddle board and accessory sales alongside rental, demo, and experiential services delivered to customers at Newport Beach, Laguna Beach, and Dana Point. Its product portfolio spans entry-level cruisers, premium cruisers, performance touring, elite performance, and surf-specific SUPs, as well as inflatable paddle board/kayak hybrids and a tiered paddle lineup; it retails and rents boards from brands including NSP, QUATRO, SIC, and SURFTECH, and accessories from WERNER and FCS.

Revenue is generated through direct-to-consumer retail sales of boards, paddles, and accessories, supplemented by rental fees for delivered paddle boards, demo day participation, private demo sessions, and group/corporate team-building events. Go-to-market is concentrated in a single geographic region (Orange County) and targets outdoor enthusiasts and water sports participants through a BigCommerce-hosted website featuring a product catalog, demo information, and a paddle board blog. The company operates without disclosed external funding, a mobile app, digital integrations, or a published leadership team, and relies on physical beach presence and local delivery as its primary distribution mechanism.

With 1-10 employees and no proprietary technology platform, Sup To You is positioned as a specialty lifestyle retailer dependent on local tourism, weather, and seasonal demand in Southern California. There is no disclosed parent or subsidiary structure, no M&A activity, and no public financial information available to assess scale or growth dynamics.

Name

Sup To You

Legal name

Sup To You

Website

https://suptoyou.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Sup To You is a Laguna Beach-based paddle board outfitter and demo center serving Orange County, California. It combines retail sales, delivered rentals, and group events across Newport Beach, Laguna Beach, and Dana Point, carrying brands like NSP, QUATRO, SIC, and SURFTECH.

Ownership category

akta.pro rank

Product category

Water sports equipment rental and retail (paddle board outfitter)

NAICS

Recreational Goods Rental (532284)

SIC

Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)

akta.pro secondary industry

Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Paddle board rentals
• Stand up paddleboarding
• SUP demo center
• Water sports equipment
• Outdoor recreation retail

Headquarters

HQ city

Laguna Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Distribution channels1 record

Marketing channels1 record

Core offering

Sup To You is a paddle board (SUP) outfitter and demo center in Orange County, California. The business rents stand up paddle boards with delivery to popular beach locations, hosts demo days and private demo sessions so customers can test boards before purchase, organizes corporate team building/group paddle boarding events, and retails premium paddle boards, paddles, and accessories from brands such as NSP, QUATRO, SIC, SURFTECH, WERNER, and FCS.

Product overview

Sup To You is a paddle board rental and SUP demo center offering premium water sports equipment and experiences in Orange County, California. The business operates as a service-based retail operation offering multiple product lines including various paddle board types (entry-level cruisers, premium cruisers, performance touring, elite performance, and surf-specific boards), inflatable paddle board/kayak combos, multiple paddle categories (entry-level, premium, performance, and surf paddles), and essential/sup accessories. The company represents several paddle board brands including NSP, QUATRO, SIC, and SURFTECH, as well as WERNER paddles and FCS accessories. Core services include paddle board rentals with delivery, demo days for trying equipment, private demo sessions, and team building/group events.

Differentiator

Problem solved

Functional benefit

Products and services

• Paddle Board Rentals Delivered Professional paddle board rental service with delivery to customer locations in Orange County, including Newport Beach, Laguna Beach, and Dana Point. Targeted at recreational and performance paddlers who want equipment without ownership or transport.
• Demo Days Organized demonstration events where customers can try different paddle board models in the water before purchasing. Aimed at paddlers evaluating equipment for an upcoming purchase.
• Private Demos Private, by-appointment demonstration sessions for individual or small group paddle board testing experiences. Intended for buyers wanting a more personalized, less crowded try-out.
• Team Building / Group Events Corporate group events and team building activities centered around paddle boarding, with equipment and group coordination provided. Targeted at local companies and organizations seeking outdoor group experiences.
• Entry-Level Cruiser SUP Beginner-friendly paddle boards designed for stability and ease of use on calm waters, sold to first-time and casual paddlers.
• Premium Cruiser Paddle Boards High-quality cruiser-style paddle boards for recreational paddling with enhanced performance features, retailed by Sup To You.
• Performance Touring SUPs Longer paddle boards designed for distance paddling and touring with improved speed and efficiency, retailed to more advanced paddlers.
• Elite Performance Stand Up Paddleboards Professional-grade stand up paddleboards for advanced paddlers seeking maximum performance, retailed by Sup To You.
• Performance Surf SUP Paddle boards specifically designed for wave surfing with enhanced maneuverability and responsiveness, retailed to surf-style paddlers.
• Inflatable Paddle Board + Kayak Versatile inflatable boards that convert between paddle board and kayak configurations, retailed to customers seeking portable, multi-use watercraft.
• Entry-Level SUP Paddles Beginner-friendly paddles designed for new paddlers with appropriate flex and weight, retailed by Sup To You.
• Premium SUP Paddles High-quality paddles with advanced materials for better performance and durability, retailed by Sup To You.
• Performance SUP Paddles Professional-grade paddles designed for touring and long-distance paddling, retailed by Sup To You.
• Performance SUP Surf Paddles Specialized paddles optimized for wave riding with appropriate blade shape and length, retailed by Sup To You.
• SUP Boarding Gear - Essentials Essential safety and boarding accessories including leashes, PFDs, and other boarding gear, retailed to paddle boarders.
• SUP Accessories - Top Sellers Popular and frequently purchased SUP accessories and gear items, retailed by Sup To You.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Surfside Sports: Long-standing Orange County / South Bay (Costa Mesa-adjacent) surf and paddle board retailer offering stand-up paddleboard sales, rentals, and lessons. Closest comparable to Sup To You given overlapping OC geography and combined retail-rental-service model.
• Pirate Coast Paddle Company: Newport Beach-based paddle board rental and tour operator offering delivered rentals and guided experiences. Directly comparable on delivery-led paddle board rental in Newport Beach, one of Sup To You's anchor geographies.
• Harbor SUP (Dana Point): Dana Point stand-up paddle board rental and lesson outfitter. Direct peer in one of Sup To You's operating geographies, sharing the beachfront-rental + beginner-intermediate lesson model.
• Toes on the Nose: Dana Point Harbor-based surf and stand-up paddleboard retailer/rental shop. Comparable to Sup To You on the South OC beachfront retail + rental model.
• South Coast Paddle Surf: Southern California-based paddle surf retailer and rental operator carrying multiple SUP brands and offering lessons. Directly comparable regional peer sharing customer base and product mix with Sup To You.

Broad incumbents

• REI Co-op: National outdoor retailer operating a broad water sports and paddle sports category including e-commerce, rentals at select stores, and curated brand assortment (including SUP brands like NSP). Overlaps Sup To You on retail and paddle sports positioning but at vastly larger scale across a much wider portfolio.
• Sun Diego Boardshop: Longstanding San Diego-based surf and paddle board retailer and rental outfitter serving Southern California. Comparable retail-rental outfitter with a broader footprint but overlapping regional customer base and product mix.

Emerging players

• Backbone Board Co: San Clemente-area custom paddle board maker with retail and demo presence in Orange County. Partial overlap as a smaller SUP specialist with brand-building aspirations, sharing premium positioning in the OC market.

Others

• NSP (Nee Spencer Surfboards / Paddleboards): Premium paddle board and surf brand carried and rented by Sup To You. Relevant as a key supplier/brand partner whose distribution choices shape Sup To You's competitive positioning, not a direct retail competitor.
• SURFTECH: Manufacturer of SUP and surfboards under multiple brand labels (including SIC). Comparable as a brand-side counterpart to Sup To You, illustrating the manufacturer-retailer relationship and competing premium SUP positioning Sup To You sells and rents.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/teamSUPtoYou
• Facebookfacebook.com/suptoyou

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sup To You