The Countdown
Is on!

Name: Surf Expo
Start: 2026-01-07T09:00-5:00
End: 2026-01-09T16:00-5:00
Location: Orange County Convention Center

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Daily Giveaways. Limited Edition.

To celebrate 50 years of Surf Expo, we’re giving away limited edition Surf Expo swag. Each day brings a new opportunity to win items designed just for our 50th year.

Attendees can enter onsite by scanning QR codes to submit their entry. Winners will be selected daily and must be present — don't miss out!
Floorplan and Exhibitor List

It's time to start planning your time at Surf Expo! Explore the floorplan and browse the exhibitor list to map out your must-see brands.

There’s a great mix of heritage favorites and new names to discover— zero in on who you want to see!

View Them Here >
Shoreline Outdoor at Surf Expo

This expanding category showcases essentials and apparel for adventures along rivers, lakes, and coasts—offering a curated space for brands that naturally flow between coastal and outdoor lifestyles.

Shoreline Outdoor connects retailers with brands that serve water-inspired lifestyles—creating meaningful partnerships and fresh opportunities.

Learn More >
Register Now for Surf Expo January!

Join us as we celebrate 50 YEARS of Surf Expo—connecting brands and retailers while driving growth, shaping trends, and fueling the passion that had defined our industry since 1976.

Register for FREE before 12/22! A $25 fee per person begins 12/22-onsite.

Register to Attend >
The Marketplace for Opportunity

Surf Expo is the must-attend event to discover opportunities across multiple categories including Surf, Swim, Resort, Boutique and Shoreline Outdoor.

This is where brands and retailers from coast to coast and around the globe gather to connect, discover and get business done.

Learn More >
Catch the Vibe of Surf Expo

Beyond the energy and inspiration, Surf Expo is where real connections spark. Retailers get to meet the brands shaping tomorrow, and exhibitors grow their reach with the buyers who matter most.

See Pics From the Show >

About the Show

Produced in January and September at the Orange County Convention Center in Orlando, Florida, Surf Expo features wholesale apparel, accessories and hard good 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

January 7-9, 2026

Each January, Surf Expo kicks off the year in Orlando, Florida featuring a broad mix of floor categories, connecting buyers with top brands in surf, shoreline, resort, swim, boutique, footwear, coastal gift & souvenir and outdoor lifestyle. It’s also home to the highly anticipated annual Florida Shape Off, honoring the craft and creativity of surfboard shaping. With a strong focus on seasonal buying and early trend discovery, the January show offers a vibrant marketplace where business gets done.

January Show Hours:

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

SEPTEMBER 16-18, 2026

Each September, Surf Expo returns to Orlando, Florida with a high-energy gathering of the Watersports, Coastal, and Outdoor Lifestyle brands and retailers. The show floor features leading and newly emerging brands across surf, shoreline, resort, swim, boutique, footwear, coastal gift & souvenir. Known for driving fourth-quarter buying and product discovery, the September show is a key destination for retailers looking to stay ahead of consumer demand and category trends.

September Show Hours:

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

SHOW NEWS

Surf Expo’s January 2026 show will celebrate its 50th anniversary and a large lineup of attending brands and retailers.

By Tiffany Montgomery, Shop Eat Surf Outdoor Surf Expo is getting ready for an especially notable show in January 2026 as the industry’s leading trade event marks its 50th anniversary. The upcoming show, which runs Jan. 7-9 at the Orange County Convention Center in Orlando, Florida, will feature an expansion of Surf Expo’s offerings, […]

Surf Expo Celebrates 50 Years of Innovation and Expands Shoreline Outdoor Category

Celebrating five decades of coastal culture while embracing water-driven outdoor lifestyles. ORLANDO, FL – November 4, 2025 – Surf Expo, the leading marketplace for watersports, coastal, and outdoor lifestyle brands, proudly celebrates its 50th anniversary in 2026. Since 1976, Surf Expo has served as the go-to destination for trend-setting product launches, industry connections, and business growth. This […]

Steko Gets Loud at Surf Expo

By Tiffany Montgomery, Shop Eat Surf Outdoor. A young brand at Surf Expo stood out on the show floor for a few reasons – the brash, long, and baggy boardshorts, shorts, and big boxy T’s it was showing; the loud rap music it blared; and the anti-authority aura that emanated from the booth. Steko, owned by […]

Allen White Wins 2025 Florida Shape Off At Surf Expo Honoring East Coast Craftsman

By Sue DeWerff When it comes to the art of surfboard shaping — there is no such thing as “too old” to continue your craft.That statement proved to be fact at this year’s Florida Shape Off held at the Orlando Convention from Jan. 8-10 during Surf Expo. The highlight of the annual three-day event, hosted […]

Surf Expo Kicks Off 2025 with Fresh Opportunities and Industry Enthusiasm

ORLANDO, Fla. (January 6, 2025) – The highly anticipated Surf Expo returns to the Orange County Convention Center in Orlando, Florida, from January 8–10, 2025, bringing together the best in watersports and coastal lifestyle industries. With more than 750 exhibitors and thousands of registered buyers, this year’s event is poised to inspire and connect the […]

Countdown to Surf Expo January 2025: The Premier Watersports & Coastal Lifestyle Tradeshow

Orlando, FL – December 11, 2024 – The largest gathering of watersports and coastal lifestyle professionals returns in just one month to the Orange County Convention Center in Orlando, Florida. With over 700 exhibiting brands and an exciting lineup, it promises to deliver an unmatched event for retailers and manufacturers. From resort destinations and gift […]

"Surf Expo opened the door to new buyers, markets, and vendors who were not only professional but genuinely interested in collaborating. The connections I made and the exposure my business gained exceeded all expectations."

Shad Ayoub, Founder & CEO of Sand Caddie

“Consumers today are looking for unique and new products. Surf Expo allowed us to locate some interesting finds to bring some freshness into our store so we can give our shoppers a reason to keep coming back!”

Steve Green, Owner, High Mountain Sports

Oakland, MD

"Surf Expo was jam-packed with booth after booth of eye-candy. Our buyers probably could have spent two weeks there listening, learning, and discovering new products and brands.”

Tim Mckevlin, Buyer, Folly Beach, SC

“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’m in the Theme and Water Park business - certainly not a traditional beach or Surf Shop and I’ve been going to Surf Expo for more than 20 years. It’s evolved, as the retail environment has evolved. Our business is better because of Surf Expo."

Jason Weatherford, Buyer, Palace Entertainment, Homestead, PA

“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

"This was our first year exhibiting at Surf Expo and we had an awesome time connecting with new retailers, hanging out with our friends, and sharing how we can help brands grow with custom apparel."

Alex Nowlin, CEO at Uscape Apparel

“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! See the current list of exhibitors here >

FEATURED BRANDS

FOLLOW US @surfexpo

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Surf Expo (@surfexpo) • Instagram photos and videos

The CountdownIs on!

Still time to register!

UPCOMING EVENTS

January 7-9, 2026

SEPTEMBER 16-18, 2026

SHOW NEWS

"Surf Expo opened the door to new buyers, markets, and vendors who were not only professional but genuinely interested in collaborating. The connections I made and the exposure my business gained exceeded all expectations."

Shad Ayoub, Founder & CEO of Sand Caddie

“Consumers today are looking for unique and new products. Surf Expo allowed us to locate some interesting finds to bring some freshness into our store so we can give our shoppers a reason to keep coming back!”

Steve Green, Owner, High Mountain Sports

Oakland, MD

"Surf Expo was jam-packed with booth after booth of eye-candy. Our buyers probably could have spent two weeks there listening, learning, and discovering new products and brands.”

Tim Mckevlin, Buyer, Folly Beach, SC

“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’m in the Theme and Water Park business - certainly not a traditional beach or Surf Shop and I’ve been going to Surf Expo for more than 20 years. It’s evolved, as the retail environment has evolved. Our business is better because of Surf Expo."

Jason Weatherford, Buyer, Palace Entertainment, Homestead, PA

“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

"This was our first year exhibiting at Surf Expo and we had an awesome time connecting with new retailers, hanging out with our friends, and sharing how we can help brands grow with custom apparel."

Alex Nowlin, CEO at Uscape Apparel

“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! See the current list of exhibitors here >

FEATURED BRANDS

FOLLOW US @surfexpo

The Countdown
Is on!

“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.”