Stand-up paddleboarding has gone from a fringe activity to one of the UK’s fastest-growing sports, with millions of people now taking to the water each year. From holidaymakers looking for a gentle glide across sheltered bays to fitness enthusiasts embracing SUP yoga and long-distance touring, the sport has exploded in popularity – and new platforms are helping make it more accessible than ever.
According to British Marine’s Watersports Participation Survey, more than 13 million UK adults took part in some form of boating or watersport in 2022, with paddleboarding among the fastest risers. Industry analysts estimate that around 4.5 million Britons have now tried SUP, while more than a million own their own board. Inflatable paddleboards dominate the market, making up over 70% of sales thanks to their portability and ease of storage. Globally, the stand-up paddleboard industry is forecast to grow from $1.9 billion in 2025 to nearly $3.8 billion by 2032, at an annual growth rate of over 10%.
Why the Boom?
Part of the appeal lies in its accessibility. Paddleboarding requires no previous experience, can be done on flat water, and offers a low-impact workout that engages the whole body. “It’s a sport where anyone can get started in minutes, but there’s also a clear path for progression,” explained Max Hayward, co-founder of adventuro, the UK’s largest adventure sports platform.
Unlike surfing or kayaking, which can be intimidating for beginners, paddleboarding lends itself to social outings, family days, and wellness activities. In recent years it has diversified into racing, SUP yoga, whitewater paddling, and even SUP surfing, offering something for every kind of participant.
Adventuro Rides the Wave
On adventuro, paddleboarding is now the single most-listed activity, with experiences stretching from coastal tours in Pembrokeshire to city-based river paddles and introductory lessons on sheltered lakes.
The platform was launched to make booking outdoor sports as easy as booking a hotel or flight. “What we found is that so many small providers are brilliant at teaching and guiding, but they don’t always have the visibility or online tools to reach new customers,” said Hayward. “By bringing them onto adventuro, we can give people confidence, clarity, and choice – whether it’s their very first paddle or a multi-day SUP expedition.”
For providers, the platform handles bookings and payments, freeing up time to focus on delivery. For customers, it means being able to compare sessions, check what’s included, and book instantly.
More Than a Fad
Industry experts believe paddleboarding is here to stay. The sport’s combination of accessibility, health benefits, and connection with nature aligns with broader lifestyle trends. With more people seeking alternatives to gyms and indoor fitness, paddleboarding offers a balance of exercise and mindfulness that resonates with today’s audiences.
For platforms like adventuro, which also lists surfing, diving, climbing, and dozens of other sports, paddleboarding is an entry point into a wider world of outdoor activity. A first-time paddler might soon be booking a surf lesson, a canyoning trip, or an expedition overseas.
“The paddleboarding boom is part of a bigger shift,” said Hayward. “People want experiences that take them away from screens, into nature, and challenge them to learn new skills. That’s exactly what adventuro is here to support.”
With summer in full swing and inflatable boards flying off shelves, the sight of paddlers on rivers, canals, and coastlines is only set to grow. For many, the hardest part won’t be standing up on the board – it will be choosing which adventure to try next.
