Tower is an SUP manufacturer offering
direct pricing on the best stand up paddle boards,
carbon fiber and wooden SUP paddles, flatwater
paddleboarding accessories, stand up paddle surfing
gear, and even inflatable SUP surfing boards.
Shop online worldwide or visit our San Diego store
where you can learn how to stand up paddle board
with demos or paddle board rentals.
Direct SUP Company
Save $400 on SUP boards and $100
on SUP paddles, nationwide.
economies of scale on bulky, light freight
The Quality Option
Highly considered shape, finish, & significant
The Stylish Choice
Clean, head-turning, triple-stringer 1960s
The Smart Money
Buy direct and get a $1200 board in a $799
Stand Up Paddle Board Shopping… minus the clutter and confusion
For a customer that is simply looking for the all around best standup paddle board, the best inflatable SUP, the cheapest paddle board, the most classic wooden SUP paddles, the lightest carbon fiber SUP paddle, or the most economical standup paddle, there is a dizzying array of options in the SUP surfing and flat water market. Often times choice is nice, but sometimes it can lead to paralysis by analysis. I’ve been in your shoes shopping for SUP boards, paddles, and accessories, and this experience falls into the latter. That was the impetus for my starting Tower Paddle Boards.
With close to one hundred SUP board brands and dozens of stand up paddle brands, we figured someone needed to step in and clarify things for a prospective consumer. The reality is that there are half a dozen factories in Asia that make the boards and paddles for pretty much every brand in the market. Same manufacturers, nearly exact same boards, just painted a different color and with a different brand slapped on them. Then they all sell thru the same inefficient 3-tier distribution channel. Seems silly, but that's what was going on. That's why there is a dizzying array of boards that all kind of look the same, and are all kind of expensive. We figured there was a better way.
A Better Way to Buy Paddle Boards
We identified and then approached the best factories and inquired about them making stand up paddle boards for Tower. What we discovered shocked us. The manufacturing cost of stand up paddle boards was not what was making them expensive, it was the traditional distribution channel. Sixty, seventy, or even eighty percent of the retail price tag was in the distribution channel.
Without even changing the product, we figured we could just sell paddle boards direct via the web and knock about $500 off the price consumers face. Our savings to customers were so disruptive within the industry that some factories refused to sell to us unless we RAISED our prices (see this article on Price Fixing in the SUP Industry in Fast Company, one of the world's leading business publications). We found more progressive thinking factories.
Improved Board Design
We could have stopped there and done pretty well, but we took it further and made massive improvements upon existing stand up paddleboard designs that were mostly carried over from the surf industry for no good reason. We made unpainted, shorter, wider, thicker hard SUP boards that had the volume and floatation of longer boards in a smaller, lighter and easier to store and transport package (see our Tower Fit). The industry followed.
Next, we revolutionized inflatable paddled boards ("iSUPs") by making them 50-100% thicker, resulting in a 400-800% increase in rigidity. That made them just as good as a hard board for anything but paddle surfing (see our Tower Adventurer). Again, a few years later, the industry is starting to follow our lead but still can't match our direct to market prices on a comparable high-quality product.
The Next Step - Taking the Lead in Design & Quality
Just recently, we took our model a step further and opened our own US-based paddle board factory (when 95% of the production is still overseas) and started making some of the highest quality SUPs you can buy out of the latest cutting edge exotic materials... and we're still selling them direct for $500 to over $1000 less expensive than the competition (see our Tower Skunk Works Division).
These are all reasons why we've grow into
an industry leader in just a few years. It's
why we got an investment from billionaire
Mark Cuban on ABC's Emmy-nominated Shark Tank.
And it's why we're one of his best investments
from the show and why we were listed as a
top 10 success story from Shark Tank in Entrepreneur
Magazine. And we're just getting started!
SUP Triple Threat: Part SUP
surfing, part touring, and part full-body
Stand up paddle boarding, a sport that for
all practical purposes didn’t exist
before 2005, was adopted by surfers in Hawaii
as a way to spend more time in the water and
also keep in shape during the offseason when
the surfing waves were small. Get a carbon
fiber canoe paddle and a longboard (one that
could support someone standing on it) and
simply standup paddle it around. The core
and upper body workout was phenomenal, and
while you could still catch waves, the waves
weren’t an absolute requirement. SUP
flatwater (stand up paddle flatwater) touring
has an allure all its own. A stand up paddle
boarder doesn’t get wet, can move across
the water three times as fast as a surfer
paddling in the prone position, and has an
advantageous perch to peer into water below.
Not surprisingly, coastal SUP, in addition
to river SUP and lake paddling, naturally
lent itself towards exploration. A new triple
threat sport was born – part surfing,
part exploration, and lastly, and most importantly,
part phenomenal core body workout.
Because of this triple threat effect, stand
up paddling is currently experiencing booming
growth worldwide in areas with and without
surf and regardless of water temperature.
The market went from warmer coastal areas
with waves to anywhere there’s water.
Insiders within the water sports industry
are convinced it is destined to become the
number two water sport worldwide, trailing
Quite simply, SUP is surfing, evolved.
AS SEEN IN
more media on
Tower Paddle Boards
"Boards are really nice, nice and thick, easy
to balance on" - Kevin
"It was phenomenal and I didn't fall off"
"I'm going to pass this board along to a bunch
of the guys" - Kyle
"I'm surprised on the short board how stable
it is... very stable" - Victor
845 Garnet Avenue
San Diego, CA 92109
in June 2010, Tower’s dedicated SUP retail shop is
conveniently located two blocks from the surf and seven
blocks from Mission Bay in the Pacific Beach surfside community
of San Diego. In the heart of Southern California’s
youth and surf culture, Mission Bay is the largest man-made
aquatic park (over 4000 acres) in the world.
800 square foot retail showroom caters exclusively to the
SUP market, and carries a growing selection of stand up
paddle boards from brands locally and worldwide.