Preferred Retailer: The SUP Company

29th November 2019

Born out of a passion for Stand Up Paddle Boarding, The SUP Company was founded in 2015 by Tony Jones with the simple aim to share his love of Stand Up Paddle boarding. It has since become one of the largest Red Paddle Co and stand up paddle board specialists in the UK. We talk with The SUP Company owner Tony Jones about the importance of having the the facilities to put a board through its paces…

Preferred retailer: the sup company
Preferred retailer: the sup company


Q&A WITH The SUP COmpany


Tony: Located on the banks of the River Itchen, our facility features a private lake and is one of the largest permanent Red Paddle Co inflatable SUP test centre in Europe. Situated less than five minutes off Junction 5 from the M27, we are open seven days a week and offer the perfect opportunity to take to the water and try every inflatable paddle board in the Red Paddle Co fleet.

Do you have any key philosophy’s that you believe in?

Tony: Our team here are experts on every aspect of the Red Paddle Co range and The SUP Company prides itself on helping paddlers select, try and purchase the right equipment for their paddling needs and aspirations. Enabling progression is key and the team at The SUP Company won’t push you into a board just because it is on the shelves in the store. They want to see you have the right board which fits your paddling needs and dreams.

do you specialise in any range in particular?

Tony: Our shop, which stocks everything from the Red Paddle Co 8’10 Whip MSL to the Elite 14 x 25 MSL, plays host to a whole fleet of specialist SUP accessories, clothing and paddles to suit every need. What’s more, if you’re unsure as to which board is your perfect paddling partner, then you can simply jump on the lake out the back of the shop to put each board through its paces with our demo fleet, or simply relax and watch the world go by.

“Enabling progression is key and the team and The SUP Company won’t push you into a board just because its on the shelves of the store. ”

With such a great location, do you hold any paddle events?

Tony: We’ve been utilising our incredible lakeside location for some time, holding our first practise session since 2017. The club has rapidly grown into a thriving community of paddlers who meet regularly to explore the local area as well as entering many regional and national events. 

if these clubs are for the more established paddlers, is there anything for those just getting into the sport?  

Tony: Sure, we understand if you’re just taking your first steps on a SUP too, this is why we hold our weekly “Paddle Taster Sessions” as well as instructor led SUP Safari or even unwind with a spot of SUP Yoga, all of which are available throughout those warm summer months. 

Preferred retailer: the sup company
Preferred retailer: the sup company