By Jim Carchidi
January 8, 2026
Surfing’s premier industry event marked its 50th year when Surf Expo 2026 opened at Orange County Convention Center on Wednesday, Jan. 7. The showcase debuted in Cocoa Beach in 1976, remaining in the Central Florida area for its proximity to the state's Gulf and Atlantic coasts and the region’s booming beach and resort businesses.
Surf Expo hosts more than 650 exhibitors focusing on surf, skate, resort, and outdoor lifestyles. The event is split into two yearly editions, scheduled to coincide with seasonal product releases in January and September. The January 7-9 installment included several notable exhibitors with local ties.
Crafting the culture
The expo hosts a yearly surfboard shaping contest that promotes the craft of sculpting a board's unique curves and dimensions by hand from a foam template. This year’s Shapeoff Challenge was kicked off by Cocoa Beach native, Stu Sharpe, and included fellow Cocoa Beach resident, Allen White, along with Melbourne’s Jim Hannan, Juan Rodriguez of Sarasota, and Mike Whisnat of Atlantic Beach.
The expo’s artist list also featured Cocoa Beach tattoo artist and surfboard painter, Emily Ulman, who spent the show customizing a longboard at the Ricky Carroll Surf exhibit. Ulman was attending her third Surf Expo and has been customizing boards by hand since 2023.
Creative designs
The expo features every aspect and offshoot of beach business with design and fashion taking big spotlights. Orlando was well represented by Conway residents and UCF grads Danny and Nick Ortiz, who co-own the branding and design company, Little Box Guy.
Inspired and named after a hand-drawn character created by Nick, the whimsical artwork has been incorporated into merchandise sold throughout Florida at locations including Ron Jon’s Surf Shop, Maui Nix, Island H20 Waterpark, and SeaWorld Aquatica to name a few. The brand has also made its way to retailers around the country and in Mexico.
Duvin Design is another Surf Expo regular that was founded in Orlando. Four friends - Garrett Watzka, Austin Duvall, Shaun O'Meara, and Cam Martin - combined their retail knowledge and business degrees in 2012 to form a leisurewear business that gained national attention. Tank top designs evolved into clothing lines for men, women, and kids that are sold on the company website, Amazon, and carried at major retailers.
Exploring the landscape
The exhibitor hall includes every aspect of surf culture, including environmentalism. Representatives from Clearwater Marine Aquarium were on hand to spread the organizations's message of stewardship and responsibility, and to raise awareness for marine animal rescue, rehab, and release programs. The exhibit featured inflatable animals, plush toys, and a replica shark head. Aside from the attending business representatives, exhibitors often bring young family members who benefit from the educational exhibit.
Among Surf Expo's more unique vendor displays was a pop-up wave pool by the Surfdays company. Water is propelled into and out of an inflatable frame by a pump that can be adjusted for different skill levels. The attraction can accommodate three surfers at a time.
Surf wear demands fashion shows and Surf Expo averages two per day on a main stage with beach, resort, and activewear lines featured. Several fashion vendors also showcase designs at shows staged in their exhibit areas.
Kala Brand Music Co., along with their signature ukulele designs, featured live performances by musician, Ukulenny, at their display. The company has hosted acoustic sets from several local bands during past Surf Expo events.
Surf Expo 2026 will return to Orlando County Convention Center for its second installment, September 16-18. Information is available at SurfExpo.com and a schedule of Orange County Convention Center events is available on the OCCC website.
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About the Author
Jim Carchidi is an Orlando journalist and photographer with previous work at the Orlando Sentinel and Orlando Business Journal. He covers development, arts, culture, and local stories for The Orlando Real.
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