Winter Surf Expo to welcome over 700 exhibitors

By Edited by Megan Smalley

The January buying event will also feature Learning Labs educational sessions and several happy hours for retailers to network.

Surf Expo returns this January to the Orange County Convention Center in Orlando, Florida, as one of the largest gatherings of both watersports and coastal lifestyle professionals. The show offers over 700 exhibiting brands, promising to deliver a strong event for both retailers and manufacturers. Resort destinations, gift shops, surf stores and sporting goods outlets alike will come to discover trends and products for their customers.

“The momentum for our January show is incredible,” says Surf Expo Show Director and SVP Roy Turner. “Buyer registration is tracking well above last year, and we are thrilled to welcome an outstanding mix of returning and new exhibitors and brands.”

The show will feature a number of surf brands, including Reef, Oakley, Olukai, VISSLA, Melin Outerknown, Sector 9, Firewire Surfboards, Slater Designs, Chubbies, Rusty, Katin, goodr, Outdoor, Tommy Bahama, Birkenstock, goodr, Jetty, AVVA Brand, Salt Life, Elan, Simply Southern, Hook & Tackle, Exist, Guy Harvey, ALOHA Collection, Sanuk, HUK, Fahlo, Salty Crew, Body Glove, Seager Co., BN3TH, Free Fly, Baja Llama, Dippin Daisy’s, INSTINCT, Rhythm, Roark, Dark Seas, Costa, I-SEA, Sharp Eye, Haydenshapes, TAHE and Vineyard Vines.

The show will also welcome a diverse roster of retailers to the January show, ranging from globally recognized chains to boutique shops rooted in their coastal communities. Some independent retailers will attend to highlight the grassroots spirit and authenticity that make Surf Expo unique, such as Cinnamon Rainbows, Rooster Bus, Hi Tech Surf Sports, Emerald City, Coastal Edge, Palmetto Moon, Bird Rock Surf Shop, Hansen Surfboards and South End Surf Shop.

The January show will also welcome buyers from the San Diego Zoo, The Ritz-Carlton, Starboard Cruises, Caesars Entertainment, Noble House Hotels and Resorts and Travel Traders.

“This is going to be a fantastic show. Start planning now – we’ve got a packed schedule of events, and key players from the surf and watersports community,” says Turner.

Surf Expo is also debuting a Surf-Days Pop Up Wave Machine for attendees to try at the January show. This inflatable surf station uses advanced flow technology to deliver a surfing experience, perfect for either beginners or seasoned riders to “ride waves” on the show floor.

In addition to Learning Labs sessions held throughout each day of the show, Surf Expo will welcome a lineup of speakers, including:

  • Chris Bertish – Mavericks Big Wave Champion, Guinness World Record holder, author and ocean pioneer, Bertish will present a keynote on his latest book, “All In! The Atlantic SUP Crossing – 93 Days Alone at Sea on Jan. 9 at 10:30 a.m.
  • Shaun Tomson – World Surfing Champion, bestselling author, entrepreneur, environmentalist and leadership expert, Tomson will deliver a session titled The Code – How to Empower and Unite Your Team on Jan. 8 at 2:30 p.m. for insights on creating a unified, purpose-driven team.

The 2025 Florida Shape Off also returns to Surf Expo to celebrate the artistry of hand-shaped surfboards, honoring the legacy of Pete Dooley of Natural Art, a pioneer in surfboard craftsmanship. This year’s competition will feature several talented shapers, including Greg Loehr, Allen White, Chris Birch, Tommy Maus, Rob Rohmann and Scott Busbey. Winners will be announced during an awards ceremony Jan. 10.

With networking events, including the Industry Party and Happy Hours, along with daily professional Fashion Shows, Surf Expo’s January event will offer many opportunities for commerce and connections for those in the watersports and coastal lifestyle communities.