Second Wave: SUP Market Expands with Diverse Niches

Inflatable SUPs are taking the river-specific niche by storm for their durability. Hala Gear continues its penetration into the category with the new Hala Peño, an 'advanced whitewater SUP' for surfing standing waves and stomping whitewater. At 7 feet, 11 inches-by-33 inches-by-6 inches, it comes with a swallowtail and unbreakable quad fin plus one. The brand also debuts the Hala Fame as an overnight gear-hauling rig. 'We're getting more specific with our boards,' said company founder Peter Hall. 'That's what consumers are wanting.'

—Eugene Buchanen, Outdoor Retailer Daily.