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SUP is a UK-based retailer offering one of the largest ranges of stand-up paddleboarding equipment, from beginner setups to high-performance foil gear. The company stocks top brands like Fanatic, Naish, and Starboard, and features popular products such as the Jobe Yarra 10.6 all-round board and the Aztron Phase bamboo paddle.
AI named SUP.co.uk in February 2026.