The brands driving the industry — all under one roof.

From established names to rising stars, discover the brands shaping the coastal lifestyle industry at Surf Expo this September.

View the Full Lineup >
Surf Expo's show floor generates energy that deserves a bigger audience. Tidal Reach is how we're extending it.

Are you a content creator, or know someone who is?

Creators Apply Here >
Seaside Retailer is bringing its signature Coastal Connections Conference sessions to Surf Expo

Free for registered Surf Expo retailers, these educational sessions led by top retail experts are designed for coastal retailers, covering:

🌴Merchandising
🌴Inventory Management
🌴Marketing
🌴Retail Systems
🌴AI Strategies
🌴Profitability

Register Here >
Built on Connections.

Surf Expo is more than a trade show. For 50 years, it's been a meeting place for brands, retailers, and industry leaders who understand that relationships fuel business growth.

Now we are looking ahead and building what’s next, together.

Join Us! >
Discover. Connect. Grow.

Beyond the energy and inspiration, Surf Expo is where real connections spark.

Retailers meet the brands shaping tomorrow, and exhibitors grow their reach with the buyers who matter most.

See Pics From the Show >
Register to Attend as a Buyer

Join retailers from across the industry to find new products, strengthen partnerships, and stay ahead of what’s next.

Register to Attend as a Buyer >

About the Show

Produced in January and September at the Orange County Convention Center in Orlando, Florida, Surf Expo features wholesale apparel, swimwear, accessories and hardgood brands showcasing the latest innovations and must-have products in watersports, resort, boutique and coastal outdoor lifestyle. Plus, a full lineup of events, from fashion shows and learning labs to industry parties, networking events and more.

Why Attend?

Successful retailers know that to keep customers coming back, they need to create a compelling merchandise mix to engage watersports and outdoor lifestyle consumers as well as resort and beach vacationers. Surf Expo has everything buyers need to cater to customers looking for the newest trends in lifestyle apparel and coastal or outdoor adventures.

Why Exhibit?

Surf Expo is the largest and longest running watersports, resort and coastal outdoor lifestyle tradeshow in the world. This business-focused marketplace attracts qualified buyers purchasing for thousands of storefronts from across the globe to offer vast opportunities to grow brands and businesses. More than 80% of our buyers write orders at Surf Expo.

UPCOMING EVENTS

Name: Surf Expo January 2027
Start: 2027-01-06
End: 2027-01-08
Location: Orange County Convention Center

SEPTEMBER 16-18, 2026

Each September, Surf Expo returns to Orlando, Florida with a high-energy gathering of Watersports, Boutique, Resort, Gift and Coastal Outdoor Lifestyle brands and retailers.

Show Days & Hours:

Wednesday & Thursday 9am – 6pm
Friday 9am – 4pm

January 6-8, 2027

Each January, Surf Expo kicks off the year in Orlando, Florida, connecting buyers with top brands in Surf, Resort, Swim, Boutique, Footwear, Gift and Coastal Outdoor Lifestyle.

Show Days & Hours:

Wednesday & Thursday 9am – 6pm
Friday 9am – 4pm

SHOW NEWS

The Floor Plan Is Live. Start Planning Your Surf Expo September Experience Now.

The Surf Expo September 2026 floor plan and exhibitor directory are live. With the show just weeks away, now is the time to map your must-sees, book your meetings, and build your schedule around everything happening on and off the floor.

Surf Expo Launches Tidal Reach, a New Creator Program Extending the Show’s Reach Beyond the Event

Surf Expo has launched Tidal Reach, a content creator program designed to capture the products, people, and cultural moments of the show floor and bring them to wider audiences.

Surf Expo Proudly Supported the 2026 Waterman’s Ball

Surf Expo, a founding sponsor of SIMA's Waterman's Ball since 1989, helped power this year's fundraiser honoring Matt Biolos, Greg MacGillivray and Save The Waves Coalition.

Shoreline Outdoor at Surf Expo: Built for Lifestyle Retail

Your customer paddles on Saturday, hikes on Sunday, and hits the lake the following weekend. Shoreline Outdoor at Surf Expo exists because of that reality, connecting water-inspired outdoor brands with buyers ready to build assortments that match how consumers actually shop.

Surf Expo Names Adam Kingston VP of Sales During 50th Anniversary Year

Surf Expo has named Adam Kingston Vice President of Sales as the show's 50th anniversary celebration continues in September. Kingston and Show Director Roy Turner share more on the new role, the September show, and what comes next.

Lightspeed Joins Surf Expo September 2026 as Title Sponsor

Lightspeed, the leading point-of-sale and commerce platform, has signed on as title sponsor of two of Surf Expo's most anticipated experiences: the Industry Party and the daily fashion shows. Here's what the partnership brings to Orlando this September.

"We absolutely felt the energy at Surf Expo January 2026—it reminded us why Surf Expo continues to be the heartbeat of our industry. Especially in its 50th year, it represents far more than a trade show. It’s where our community comes together to work, play, learn, and grow side by side—where relationships are strengthened and new ideas are born."

D. Nachnani, Owner, Coastal Edge, Virginia Beach, VA

“5 stars all round! Great vibe and energy mixed with serious and active buyers. Very successful show and can't wait for the next one!"

Jimmy Charman, Sales Director, Pinapple Island

"Cressi sincerely appreciates Surf Expo for their ongoing support and collaboration in growing the snorkel, freediving and scuba diving industry. As Surf Expo evolves, it allows brands like Cressi to connect with the watersports community, showcase our innovations and reunite with industry partners. We look forward to seeing everyone again."

Theo Knevel, National Scuba Divisions Manager

“As a first-time attendee, SURF EXPO delivered on showcasing amazing well-known brands and new upcoming brands in the market. I made so many amazing connections and discovered some of my new favorite products and gear to feature at my retail store. I highly recommend attending!”

Carlie Shaw, President/Founder, Pelican Watersports

"Surf Expo January 2026 was awesome! It had that old-school show energy—with the fashion shows, surf simulator, and artist painting the surfboard—all those fun touches that make this event stand out. It’s always one of my favorite shows to attend. We leave feeling inspired and truly enjoy discovering and meeting new vendors."

Dani Bihlear, Buyer, Palmetto Moon, Charleston, South Carolina

“We are huge fans of Surf Expo.  The way they bring the best retailers and the best brands together continues to foster incredible industry partnerships and connectivity.  The show has and will continue to be a key piece of the Salty Crew seasonal calendar.”

Jason Shelton, Salty Crew General Manager

“Surf Expo is more important than ever! It gives you the chance to touch & feel the product, and to have real HUMAN connection with REAL PEOPLE, nothing beats face to face!”

Frank Floyd, Owner, Wind and Wave Watersports

Corpus Christi, TX

“I have been to Surf Expo multiple times. I used the connect tool in the Surf Expo app and I highly suggest everyone to use it.”

Wendi Kaplan, KatyDID

FEATURED BRANDS

… and many more!

FEATURED BRANDS

FOLLOW US @surfexpo

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Surf Expo (@surfexpo) • Instagram photos and videos

UPCOMING EVENTS

SEPTEMBER 16-18, 2026

January 6-8, 2027

SHOW NEWS

D. Nachnani, Owner, Coastal Edge, Virginia Beach, VA

“5 stars all round! Great vibe and energy mixed with serious and active buyers. Very successful show and can't wait for the next one!"

Jimmy Charman, Sales Director, Pinapple Island

Theo Knevel, National Scuba Divisions Manager

“As a first-time attendee, SURF EXPO delivered on showcasing amazing well-known brands and new upcoming brands in the market. I made so many amazing connections and discovered some of my new favorite products and gear to feature at my retail store. I highly recommend attending!”

Carlie Shaw, President/Founder, Pelican Watersports

Dani Bihlear, Buyer, Palmetto Moon, Charleston, South Carolina

“We are huge fans of Surf Expo. The way they bring the best retailers and the best brands together continues to foster incredible industry partnerships and connectivity. The show has and will continue to be a key piece of the Salty Crew seasonal calendar.”

Jason Shelton, Salty Crew General Manager

“Surf Expo is more important than ever! It gives you the chance to touch & feel the product, and to have real HUMAN connection with REAL PEOPLE, nothing beats face to face!”

Frank Floyd, Owner, Wind and Wave Watersports

Corpus Christi, TX

“I have been to Surf Expo multiple times. I used the connect tool in the Surf Expo app and I highly suggest everyone to use it.”

Wendi Kaplan, KatyDID

FEATURED BRANDS

… and many more!

FEATURED BRANDS

FOLLOW US @surfexpo

“We are huge fans of Surf Expo.  The way they bring the best retailers and the best brands together continues to foster incredible industry partnerships and connectivity.  The show has and will continue to be a key piece of the Salty Crew seasonal calendar.”