Pro SUP Shop

What Pro SUP Shop does

Pro SUP Shop is a family-owned flat-water paddleboard and kayak rental and instruction business founded in 2005 by Mike Vaughan Jr. and operated continuously since his 2020 passing by his son Cole Vaughan and father Michael Lee Vaughan Sr. The company operates from a single beachfront location at Mother's Beach in D Basin, Marina del Rey, California — a protected harbor site the company describes as one of the calmest small-craft launch zones in the LA metro. The service portfolio spans hourly paddleboard and kayak rentals (single and tandem), WPA-certified lessons for beginner through private coaching tiers, guided marina wildlife and sunset tours, custom corporate and group events using a 10-person NSP Carnival Cruiser party paddleboard, film and TV production prop rentals, board storage and used board sales, a VIP unlimited membership at $149/month, and recurring community events including Pride Paddle, Marina Monster Paddle Parade, Witches Paddle fundraiser for Resilience Rising, and a Women's Wellness Series with athlete Olya Raskina.

The business is a service operation with no proprietary technology platform; equipment comprises top-brand paddleboards and kayaks from Quickblade, Surftech, SIC Maui, Infinity, NSP, Bark, Black Project SUP, and Malibu Kayaks, with booking handled through embedded FareHarbor. Revenue is generated from a mix of usage-based rentals, professional-services lessons and tours, a subscription membership, one-time film production rentals, and recurring board storage. Pricing is unit-based and modest, ranging from $32.50/hour for a single kayak to $150 for a first-person beginner lesson, with VIP subscription and rental pass bundles for frequent local users. The customer base spans LA-area tourists, Westside locals, families, corporate team-building clients at Silicon Beach tech companies, and LA film production coordinators. The company self-describes as the largest SUP business in the LA area, supported by hundreds of five-star reviews across Yelp, Google, and TripAdvisor, press coverage in KTLA, LA Times, and KCAL News, and operational partnerships with Jamaica Bay Inn, the Marina del Rey Tourism Board, Venice Chamber of Commerce, and Discover LA.

Name

Pro SUP Shop

Legal name

Pro SUP Shop

Website

https://prosupshop.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Pro SUP Shop is a family-owned flat-water paddleboard and kayak rental, lessons, and tours business operating from Mother's Beach in Marina del Rey, serving LA-area tourists, Westside locals, families, corporate groups, and film production clients with hourly rentals, instruction, guided tours, and a VIP membership.

Ownership category

akta.pro rank

Product category

Water Sports Rentals and Instruction

NAICS

Recreational Goods Rental (532284)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF), Whitewater & Paddle Sports Centers (Rafting, Kayak, SUP, Canoe) (THAAAKAF), Kayaking, Canoeing & SUP Coastal Tours (THAAAIAF)

Keywords

• Paddleboard rentals
• Kayak rentals
• Paddleboard lessons
• Guided water tours
• Corporate team building

Headquarters

HQ city

Marina Del Rey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Paddleboard Rentals: Hourly and multi-hour rental of stand-up paddleboards to individuals and groups at Mother’s Beach, Marina del Rey. Rentals include board, paddle, and USCG-approved PFD. Primary revenue driver with multiple duration tiers (1hr, 1.5hr, 2hr). Walk-ups and advance reservations via FareHarbor.
2. Kayak Rentals: Single and tandem (2-person) kayak rentals by duration (1hr, 1.5hr, 2hr). Includes kayak, paddle, and USCG-approved PFD. Sold alongside paddleboard rentals to same customer base; walk-ups welcome, reservations recommended.
3. Paddleboard Lessons: WPA-certified instructor-led lessons for beginner, intermediate, and private coaching levels. Beginner lessons $150 first person + $60 each additional (up to 3). Intermediate and private lessons available by inquiry. Structured to convert first-time renters into repeat customers.
4. Guided Tours & Sunset Cruises: 90-minute guided marina tours: original sunset cruise (Wednesdays, $35), wildlife kayak/SUP tours ($100 single, $120 tandem), and Hollywood on the Water specialty tours. Minimum 4 reservations required to operate sessions. Drives premium revenue per customer and attracts tourists and experience-seekers.
5. Specialized Programs (Women's Wellness, Kids Camp): Women’s Wellness Series led by world-class SUP athlete Olya Raskina (Tuesdays 9am, Fridays 6pm); SUP Stars Kids Camp ages 6-14 during school breaks ($149). Premium programming leveraging athlete instructors to attract specific demographics.
6. Custom Group Events: Corporate team building, birthday parties, bachelor/bachelorette parties, weddings, and school functions. Custom packages designed with clients; includes giant 10-person Carnival Cruiser paddleboard. Revenue negotiated per event; group rates and discounts available.
7. Film Production Rentals: Paddleboard and kayak prop rentals for LA film, TV, and commercial productions. Described as the go-to source for film production paddleboard rentals in Los Angeles. Trailer rentals available for off-site shoots. B2B revenue stream targeting production coordinators.
8. VIP Unlimited Membership: Monthly subscription at $149/month for unlimited paddleboard and kayak rentals plus 3 free guest passes per month and VIP discounts on additional rentals and events. Attracts frequent local paddlers and converts repeat customers into recurring revenue.
9. Board Storage & Board Sales: Annual/ongoing secure board storage near Mother’s Beach with 24/7 access and video surveillance (limited availability). Used cruiser and race board sales at discounted prices. Secondary revenue from serving board-owning customers and those seeking to purchase equipment.
10. Rental Passes (5-Pack, 10-Pack): Bulk rental passes (5-pack and 10-pack) for frequent paddlers at discounted per-use rates. Sold alongside VIP membership as alternatives for locals who paddle regularly but do not want a monthly commitment.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pro SUP Shop provides hourly stand-up paddleboard and single/tandem kayak rentals out of Mother's Beach in Marina del Rey, accompanied by WPA-certified lessons for all skill levels, guided sunset and wildlife tours, kids camps, women's wellness programming, custom group and corporate team-building events, film production prop rentals, secure board storage, and a monthly VIP unlimited membership. Each rental includes the board or kayak, paddle, and USCG-approved life vest, and the company also retails used cruiser and race boards.

Product overview

Pro SUP Shop is a flat-water paddleboard and kayak rental company operating as a single unified service offering rather than a platform-plus-modules architecture. The core portfolio centers on equipment rentals (SUP boards and kayaks), professional instruction (lessons for beginners through advanced), and guided experiences (tours, sunset cruises, wildlife excursions). These core offerings are extended through specialized programs including the Women's Wellness Series and SUP Stars Kids Camp led by Olya Raskina, corporate team building packages with the 10-person Carnival Cruiser board, board storage and sales services, dog-friendly rentals, a VIP unlimited membership, and film production prop rentals. The business operates from Mother's Beach in Marina del Rey with additional revenue streams from retail merchandise, discount rental passes, and custom event hosting.

Differentiator

Problem solved

Functional benefit

Brands

• Carnival Cruiser: 18-foot giant party paddleboard that can hold up to 10 people, available for rent for group events and parties.
• Women's Wellness Series
• SUP Stars Kids Camp
• Marina Monster Paddle Parade
• Pride Paddle
• Witches Paddle

Products and services

• Stand-Up Paddleboard (SUP) Rentals Hourly stand-up paddleboard rentals at Mother's Beach, Marina del Rey, in 1-hour ($32.50), 1.5-hour ($42.50), and 2-hour ($52.50) tiers. Each rental includes a top-quality SUP, paddle, and USCG-approved life vest, and is available via walk-up or advance reservation through FareHarbor.
• 1 & 2 Person Kayak Rentals Single and tandem kayak rentals at Mother's Beach, Marina del Rey, in 1-hour, 1.5-hour, and 2-hour tiers. Single kayak rates range $32.50–$52.50; tandem kayak rates range $42.50–$62.50. Each rental includes the kayak, paddles, and USCG-approved life vest. Kayaks are restricted to Marina del Rey harbor.
• Stand-Up Paddleboard Lessons WPA-certified instructor-led paddleboard lessons for beginner, intermediate, and private coaching levels at Mother's Beach, Marina del Rey. Beginner lessons are $150 for the first person plus $60 each additional person (up to 3) and include instruction, board, paddle, and PFD. Intermediate and private lesson pricing is by inquiry.

Quantifiable outcome

• Research shows ~23-24% improvement in aerobic capacity (VO₂max) over 6 weeks of SUP training 3x/week on calm water.
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Marina del Rey Tourism BoardminorGTM or Marketing PartnerPartnered with Marina del Rey Tourism Board for regional marketing and destination promotion. Displayed in partner logos section of website alongside other regional hospitality and tourism partners.
• Venice Chamber of CommerceminorGTM or Marketing PartnerPartnered with Venice Chamber of Commerce for regional business community visibility and cross-promotion.
• Discover LAminorGTM or Marketing PartnerListed as a partner in Discover LA's tourism and activity ecosystem, enhancing visibility among LA visitors.
• World Paddle Association (WPA)minorStrategic or Co-development PartnerCertification partner for instructor training and certification. All Pro SUP Shop instructors are WPA-certified. Displayed in partner logos section of website.
• Jamaica Bay InncoreStrategic or Co-development PartnerOperating partner and host location. Pro SUP Shop is located in the Jamaica Bay Inn parking lot adjacent to Mother’s Beach. Partnership enables co-marketing (Beachside Restaurant & Bar, hotel lodging) and joint customer experience. Listed as both partner and key nearby amenity for corporate events and VIP membership perks.
• Beachside Restaurant & Bar (Jamaica Bay Inn)minorGTM or Marketing PartnerAdjacent waterfront restaurant at Jamaica Bay Inn; promoted as post-paddle dining option for VIP members and corporate event attendees. Cross-promoted on Pro SUP website and blog content about the VIP membership business perk.
• Healthy SpotminorGTM or Marketing PartnerPet wellness and supply retailer; partner supporting dog-friendly paddleboarding programming (dog life jacket rentals, post-paddle treats for dogs). Displayed in partner logos section of website.
• Kayak.comminorGTM or Marketing PartnerOTA partner listing Pro SUP Shop experiences on Kayak.com travel platform for tourist discovery.
• Resilience RisingminorStrategic or Co-development PartnerNonprofit beneficiary partner for the annual Witches Paddle Fundraiser. 100% of event proceeds support Resilience Rising's mission empowering survivors of human trafficking. 3rd Annual event.
• KTLA Morning NewsminorGTM or Marketing PartnerPress partner and regional TV coverage. Featured on KTLA morning news program. Displayed in press section of website footer alongside other media coverage.
• LA TimesminorGTM or Marketing PartnerRegional press partner covering Pro SUP Shop in LA Times travel section as a top kayaking spot in Los Angeles and Southern California.
• KCAL News / CBS Los AngelesminorGTM or Marketing PartnerRegional press partner; featured on KCAL News/CBS Los Angeles. Displayed in press section of website footer alongside other media coverage.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Others

• FareHarbor: Industry-standard booking and reservation platform used by Pro SUP Shop and most comparable water sports tour/rental operators. Enabling technology layer common across the competitive set.

Regional players

• South Beach SUP: San Diego paddleboard rental and lesson business offering guided tours and beginner instruction. Comparable operating model targeting tourist and first-timer segments in a different SoCal market.
• Aqua Adventures: Long Beach-based kayak, paddleboard, and boat rental operator. Comparable recreational rental and lesson model serving the greater LA basin from a different harbor location.
• Malibu Surf & Paddle: Provides paddleboard and surf lessons, rentals, and camps in Malibu. Comparable service mix (lessons, rentals, camps) but operates in a different coastal geography with different water conditions.
• Newport Beach Water Sports Rentals: Kayak, paddleboard, and watercraft rental operator in Newport Harbor. Similar protected-harbor location profile and customer demographic in Orange County.
• Ventura Harbor Boat Rentals: Kayak, paddleboard, and small-craft rental operation out of Ventura Harbor. Similar protected-harbor flat-water experience serving Southern California tourists and locals.

Broad incumbents

• REI Co-op Experiences: Outdoor recreation giant offering paddleboard and kayaking classes/experiences nationwide. Broader incumbent with overlapping instructional programming but not a beach-rental specialist.

Direct peers

• Marina Boat Rentals: Operates boat, kayak, and watercraft rentals directly in Marina del Rey harbor — the same protected flat-water environment as Pro SUP Shop. Directly comparable on location, customer base (tourists and LA locals), and core rental product offering.
• Marina del Rey Boat Rentals: Watercraft rental operator based in Marina del Rey offering kayaks, paddleboards, and small boats to similar consumer and tourist segments. Direct overlap on location and product mix.

Emerging players

• Paddle Method: Stand-up paddleboard instruction and event operator with multi-city reach. Comparable on certification and instruction focus but operates more as a coaching/event brand than a rental provider.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/prosupshop
• Facebookfacebook.com/prosupshop
• LinkedInlinkedin.com/company/pro-sup-shop

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Pro SUP Shop