Orlando, FL — January 15, 2026 — Surf Expo kicked off its landmark 50th year with an electrifying January show, unequivocally reaffirming its dominance as the premier global marketplace for the watersports, coastal, and shoreline outdoor lifestyle industries. With a 15% increase in attending retail companies, the event pulsed with palpable energy as leading brands and retail buyers converged for three days of commerce, signaling a thriving market fueled by ongoing innovation and strong consumer demand.
The show floor buzzed with optimism, setting up a powerful and confident trajectory for 2026. Following a stellar holiday season and an exceptionally strong Q4—where retail spending surged compared to the previous year—buyers arrived energized, with open-to-buy budgets and clear strategies. This uptick in holiday and year-end sales has set an optimistic tone for the upcoming retail season, fueling confidence across the industry as Surf Expo January opened its doors.
Exhibitors reported focused meetings, non-stop traffic, and decisive order-writing—clear evidence of a resilient industry poised for explosive growth.
“Surf Expo January reflected a market that is confident and ready to do business,” said Roy Turner, Show Director. “Buyers weren’t just browsing — they came with plans shaped by strong holiday performance and a clear vision for the year ahead.”
Momentum surged across all categories, with the growing Shoreline Outdoor segment seeing exceptional activity. Crossover brands in Shoreline Outdoor captivated buyers with versatile collections bridging surf and adventure lifestyles. Retailers showed strong interest in apparel designed for active coastal lifestyles, reinforcing sustained demand and continued momentum within the broader outdoor market.
“The Shoreline Outdoor segment performed strongly, with buyers actively looking to expand and refine their assortments,” added Turner. “It’s a clear indicator that outdoor remains a resilient and evolving category at Surf Expo.”
Simultaneously, the Dive exhibitors experienced successful engagement, with brands such as Cressi, Riffe, and the Dive Industry Association reporting high traffic.
“Last week’s Surf Expo was the busiest we have ever experienced,” added Theo Knevel, National Scuba Division Manager, Cressi. “We’ve clearly noticed a significant shift in Dive category at Surf Expo over the years with our buyers.”
Exhibitors across the floor, from eyewear to apparel, celebrated the event’s unique ability to deliver qualified buyers and facilitate meaningful, high-value connections.
“We had a steady stream of buyers at the booth for the entire show,” said Tony Prisco, CEO, Matrix. “We could not have been more thrilled and will be coming back in a bigger booth next time.”
Beyond the robust business, the event successfully celebrated the culture and community that defines these industries. The 50th-anniversary atmosphere brought a renewed sense of fun to the trade show floor, blending commerce with celebration.
“This year’s Surf Expo was awesome,” added Dani Bihlear, Buyer, Palmetto Moon. “It felt like an old-school show, with fashion shows, surf simulators, and artists painting surfboards—those elements add extra flair and fun.”
“Especially in its 50th year, Surf Expo represents far more than a trade show,” said D. Nachnani, Owner, Coastal Edge. “It’s where our community comes together to work, play, learn, and grow side by side.”
As Surf Expo celebrates five decades of connection, the January show’s remarkable success underscores its continued relevance as a trusted, evolving marketplace. Momentum is now firmly in place as the industry looks toward September with confidence.
About Surf Expo:
Surf Expo is the largest and longest-running watersports, resort, and coatsal lifestyle tradeshow in the world. Produced twice annually in January and September, Surf Expo draws buyers from stores across the U.S., the Caribbean, Central and South America, and around the world. The show features hundreds of apparel and hardgoods brands and a full lineup of events, educational opportunities and more. Surf Expo is a TRADE ONLY event for exhibiting manufacturers, qualified retailers and media and is not open to the public. For more information visit surfexpo.com
About Emerald:
Emerald Holding, Inc. is the largest U.S.-based B2B event organizer, empowering businesses year-round by expanding meaningful connections, developing influential content, and delivering powerful commerce-driven solutions. As the owner and operator of a curated portfolio of B2B events spanning trade shows, conferences, B2C showcases and a scaled hosted buyer platform, Emerald also delivers dynamic solutions across leading industries through its robust content and e-commerce marketplace. Emerald is a trusted partner for its thousands of customers, predominantly small and medium-sized businesses, playing a pivotal role in driving ongoing commerce through streamlined buying, selling, and networking opportunities. Powered by an experienced team, Emerald is fostering impactful engagement and delivering unparalleled market access with a commitment to driving business growth 365 days a year. For more information visit: www.emeraldx.com
