SUPboarder Magazine

What SUPboarder Magazine does

SUPboarder Magazine is a UK-based digital-first publisher operating in the stand-up paddleboarding (SUP) niche, founded in 2012 and headquartered in Plymouth. Its core product is the supboardermag.com website, which delivers free SUP news, technique articles, equipment reviews, adventure features, and video content across multiple disciplines including flatwater, race, surf, touring, foiling, and wing foiling. The platform has accumulated a substantial content library of thousands of categorized pieces and 200+ premium videos, supported by a YouTube channel for top-of-funnel distribution.

The company operates a freemium business model. Free content drives audience acquisition, while SUPboarder PRO — priced at £32.99/year or £3.69/month — unlocks premium video content, Head to Head product tests, 'How 2' technique videos, 'Ask the Experts' personalized advisory support, and Virtual Coaching. Revenue is diversified across PRO subscriptions, branded merchandise sales (caps, organic-cotton t-shirts, sweatshirts, sticker packs) through an integrated WooCommerce storefront, and brand partnerships via the 'Stand Up Partners' programme with industry names including Duotone, Starboard, Aqua Marina, Thurso Surf, and Niphean. The company also operates the GeoSUP mobile app for GPS paddle tracking and community engagement, positioning it as a 'Strava for SUP' differentiation layer, plus the SUP SAFE safety initiative distributing free educational leaflets.

Operationally, SUPboarder is a bootstrapped, privately held media business with 1-10 employees and no disclosed institutional funding. Customers are individual hobbyist paddlers across at least nine countries (UK, USA, Australia, Germany, Spain, Netherlands, Finland, Denmark, Argentina, Tasmania), reflecting organic global reach. The company relies on a named expert team (Will Rogers, Reuben Ellis, Lucy Ellis, Bryce Dyer, Dave Greenwood) to deliver its independent advisory value proposition, which subscribers cite as a primary reason for PRO membership.

Name

SUPboarder Magazine

Legal name

SUPboarder

Website

https://supboardermag.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

SUPboarder Magazine is a UK-based digital publisher serving the stand-up paddleboarding community with news, technique videos, equipment reviews, and a paid PRO subscription, complemented by the GeoSUP GPS tracking app and branded merchandise e-commerce.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Media

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAAALAB

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

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Adventure & Ecotourism Equipment Rental & Guiding Services

SECONDARYCRAMAIAD

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

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Water Sports & Marine Recreation Retail

Keywords

• Stand-up paddleboarding magazine
• Paddleboard equipment reviews
• Paddling technique instruction
• Water sports GPS tracking
• Outdoor recreation media

Headquarters

HQ city

Plymouth

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. PRO Subscription: Annual subscription (£32.99/year) and monthly subscription (from £3.69/month, cancel anytime) providing access to premium content library of 200+ videos, exclusive technique features, Head to Head Product Tests, 'Ask the Experts' support, Virtual Coaching, and Limited Edition gifts for subscribers.
2. E-commerce Merchandise Sales: Direct sales of branded SUPboarder merchandise including premium 3D embroidered snapback caps (£32.99), t-shirts (£19.99), sweatshirts (£42.99), sticker packs (£4.00), and PRO gift subscriptions with t-shirt (£39.99).
3. Brand Partnerships & Advertising: Partnerships with SUP industry brands (Duotone, Aqua Marina, SUP Services, Niphean, Thurso Surf, Bray Lake, Starboard) through 'Stand Up Partners' programme and advertising placements on the platform.
4. SUP SAFE Leaflets: Free downloadable and printable safety leaflets distributed to promote SUP safety awareness. Orders over 200 leaflets available for UK customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

SUPboarder Magazine publishes digital editorial content (articles, videos, gear reviews, technique tutorials, destination guides) exclusively about stand-up paddleboarding, available free with a paid PRO subscription tier offering premium content and membership perks. The company also operates the GeoSUP mobile app for GPS-based paddle session tracking and sells branded SUPboarder merchandise (caps, t-shirts, sweatshirts, stickers) alongside running community safety initiatives such as SUP SAFE.

Product overview

SUPboarder Magazine operates as a digital-first publishing platform and e-commerce business serving the stand-up paddleboarding community. The core offering is the SUPboarder Magazine Website (supboardermag.com), which provides free access to SUP news, videos, equipment reviews, technique tips, and the 2026 SUPboarder Challenge series. Premium access is available through SUPboarder PRO subscription (£32.99/year or £3.69/month), unlocking 200+ exclusive videos, Head to Head Product Tests, 'Ask the Experts' support, and Virtual Coaching. The company also operates the GeoSUP mobile app for GPS paddle tracking and community features, the SUP SAFE safety initiative with printable leaflets, and a branded merchandise store selling caps, t-shirts, sweatshirts, and sticker packs. The product portfolio ranges from content subscriptions to physical merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• SUPboarder PRO Subscription

Quantifiable outcome

• Users report covering nearly 600 miles within 10 months of joining GeoSUP community
• +2 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• DuotonecoreGTM or Marketing PartnerBrand partner featured on SUPboarder's Stand Up Partners page. Previously known as Fanatic SUP before rebranding to Duotone. New hardboard range arrival featured in SUPboarder's news coverage.
• Aqua MarinacoreGTM or Marketing PartnerBrand partner displayed on SUPboarder's Stand Up Partners page with logo linking to dedicated partner page at supboardermag.com/partner/aquamarina/.
• SUP ServicesminorGTM or Marketing PartnerBrand partner shown on SUPboarder's Stand Up Partners page with link to partner page at supboardermag.com/partner/sup-services/.
• NipheancoreGTM or Marketing PartnerBrand partner featured on Stand Up Partners page. Advertisements visible on SUPboarder website. Link provided to partner page at supboardermag.com/partner/niphean/.
• Thurso SurfcoreGTM or Marketing PartnerBrand partner displayed on SUPboarder's Stand Up Partners page with logo linking to dedicated partner page at supboardermag.com/partner/thurso-surf/.
• Bray LakeminorGTM or Marketing PartnerBrand partner shown on Stand Up Partners page with link to partner page at supboardermag.com/partner/bray-lake/. Also featured in advertising banners on the website.
• StarboardcoreGTM or Marketing PartnerMajor SUP brand partner featured on Stand Up Partners page with logo linking to dedicated partner page at supboardermag.com/partner/starboard/. Multiple sponsored content and advertising placements including new SUP range announcements.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TotalSUP: TotalSUP is a leading SUP-focused digital publication covering news, reviews, events, and athlete profiles for the stand-up paddleboarding community. It directly competes with SUPboarder for the same enthusiast audience in the same niche content category.
• Standup Journal: Standup Journal is a long-running SUP-focused magazine and digital publisher serving the paddleboarding community with instructional content, gear reviews, and destination features. It targets the same beginner-to-expert paddler audience as SUPboarder.
• Paddle World Magazine: Paddle World Magazine covers the broader paddle sports category including SUP, canoeing, kayaking, and dragon boat racing. It competes with SUPboarder for paddle sports enthusiast readership and advertiser attention.

Broad incumbents

• Adventure Sports Network: Adventure Sports Network operates multiple enthusiast sport publications including water sports coverage. It competes with SUPboarder for advertiser attention and brand partnerships across the outdoor sports ecosystem.
• The Inertia: The Inertia is a major action water sports digital publication covering surfing, SUP, foiling, and ocean lifestyle. While broader than SUPboarder, it competes for the same ocean enthusiast audience and overlapping brand partnerships in the surf/SUP crossover.
• Surfer Magazine: Surfer Magazine is one of the longest-established surf and surf-adjacent (including SUP surf) publications. While its primary focus is wave riding, it covers SUP surfing content that overlaps with SUPboarder's surf category.

Regional players

• Zigzag Surfing Magazine: Zigzag is a leading South African surf and water sports publication covering surfing, SUP, and ocean lifestyle. It serves a similar enthusiast audience to SUPboarder but with primary focus on the Southern Africa region.
• Carve Surfing Magazine: Carve is a UK-based surfing publication covering surf culture and water sports including SUP. It operates in the same UK market as SUPboarder with overlapping enthusiast demographics.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SUPboarderMag
• Xx.com/supboardermag
• Facebookfacebook.com/SUPboardermag
• LinkedInlinkedin.com/company/supboarder-magazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SUPboarder Magazine