Candice Appleby: SUP needs more than flat water to move forward

Our sport needs people who make you want to show up – voices grounded in a deep understanding of the ocean, the disciplines of SUP and surf, and the delicate balance between its limitations and possibilities. In an era often dominated by noise and influencer culture, what truly stands out is authenticity: the raw perspective of someone willing to go beyond the surface.

Few in the sport embody that quite like Candice Appleby. While she needs little introduction in the surf and paddle world, there is always more to uncover behind the athlete. Appleby represents a vision of the sport that reaches far beyond individual performance. For her, paddling has always been about something bigger – connection, purpose and creating spaces where others can grow through the ocean.

Candice Appleby with the Infinity EverReady – Photo by Chad Jarae

A competitive surfer turned elite SUP athlete, Appleby made history in 2008 at the Duke Kahanamoku Oceanfest when she became the first and only woman to defeat the men in a professional SUP surfing event, winning both the Women’s and Open Pro divisions. Since then, she has become one of the sport’s most decorated and respected figures.

A five-time Gold medallist at the ISA World SUP and Paddleboard Championships and a Pan American Games Gold Medallist, Appleby continues to shape the sport both on and off the water. She has successfully translated her experience and competitive success into ventures that give back to the paddling community.

Originally from San Clemente, California, she is today the founder of Ocean Academy, where she coaches and mentors paddlers of all levels. Appleby also serves as the Team USA Athlete Commission representative for Olympic Surfing and the Head Chairperson of the ISA International SUP Commission, helping guide the sport at an international level.

Adding another chapter to her long-standing involvement in paddle sport, she has recently been appointed Race Director of the Santa Cruz Paddlefest – the longest-running paddle surf competition in the world. Since 1985, the Santa Cruz Paddlefest has helped set the standard for the sport and remains one of its most iconic events.

We caught up with Candice at an interesting moment in the sport’s growth, when various influences are shaping – and potentially defining – its direction. We spoke about what SUP needs to move forward and her long-standing connection with her OG SUP and surf family – Infinity – whose journey has been intertwined with hers for years, both personally and professionally. It’s a story well worth tuning into.

Hi Candice, welcome back to TotalSUP, we’re pumped to have you here! What still fires you up about getting on the water?

Honestly, my clients and the community at Ocean Academy are what fire me up every day. They’re my reason to get on the water. Watching their growth, their breakthroughs, and their connection to the ocean keeps me inspired.

Of course, I also just genuinely love the ocean. Even as an experienced ocean athlete and coach, I’m always learning. That’s part of what excites me – discovering new ways to understand the water and then finding better ways to share that knowledge with my clients.

Lately, I’ve been diving into outrigger paddling, and that has been incredibly energizing. It teaches me so much that translates directly back to stand-up paddling. More importantly, it puts me back in the mindset of being a student. Staying in that learner perspective makes me a better coach and a better athlete.

At the end of the day, I just love being in the ocean. I can’t imagine ever staying away from it.

Photo by Chad Jarae

Through your coaching work at Ocean Academy, what’s the current appetite for competitive SUP?

The appetite is strong  – really strong. Many of our athletes at Ocean Academy started out as recreational paddlers. But once they learned how to paddle efficiently, how to go faster, and started building friendships within the Ocean Academy community and through our training clubs, something shifted. They caught the racing bug.

For a lot of them, racing represents a new challenge. It’s not just about speed — it’s about building skills in real ocean conditions: downwind runs, surf racing, technical courses, open-water strategy. As their confidence grows, so does their desire to test themselves on the start line.

What’s exciting is that this hunger isn’t limited by age, experience, or speed. Across the board, our paddlers are chomping at the bit to race. They want to line up. They want to improve. And they want to be part of something bigger than just an individual paddle. That competitive spark is alive and well.

Photo by Chad Jarae

Where is the strongest growth right now – grassroots, youth, masters, long distance, surf SUP?

Right now, I’m seeing the strongest growth in paddlers 50 and over. A lot of my athletes come from endurance backgrounds — running, triathlon, cycling — and they’re drawn to the stamina and mental focus that SUP racing demands. They love the challenge, the progression, and the fact that it’s low-impact but still incredibly competitive.

I would absolutely love to see more growth on the youth side. That’s something our sport really needs to sustain long-term momentum. It’s not quite where it could be yet, but there’s opportunity there.

I’m also seeing continued growth in SUP surfing. What often happens with my group is that once they start venturing into the open ocean — downwind, chop, technical water — they naturally want to take on races that start or finish through surf. That means they have to learn to surf. And once they add one new ocean condition to their skill set, they often end up adding another discipline entirely. That crossover progression is exciting because it makes athletes more dynamic and well-rounded.

As for grassroots, I honestly feel like we’re at the beginning of a new product life cycle for the sport. There’s fresh energy. People are hungry. New races are popping up — including events like my Green Buoy Battle — and that’s exactly what we need. For SUP to grow, we need more events in varied conditions, not just flatwater. That diversity builds skill, keeps things interesting, and ultimately pushes the sport forward. Right now, the momentum feels real.

Do you feel SUP is evolving back toward high performance, or broadening into something more hybrid?

I’d love to see SUP continue to become more dynamic. And that’s only going to happen if we consistently put paddlers in a variety of conditions — not just flat water.

Back when we had events like the Battle of the Paddle – the Super Bowl of SUP – athletes were forced to challenge themselves in the surf. It demanded versatility. In recent years, as flat water racing has grown and wave-based events have become less common, boards have gotten narrower and narrower. That’s pushed performance in one direction, but it’s also created limitations — especially for everyday age-group paddlers.

What I’m seeing is a disconnect. Paddlers are often choosing the narrowest board because they believe narrower automatically means faster — especially if that’s what a pro is racing. But a board is only fast if you can stay on top of it. It’s not fast if you’re swimming. And I see too many athletes on equipment that’s actually holding back their progression.

If you’re not stable, you can’t confidently commit to your stroke. You can’t “hammer down.” Stability breeds power and efficiency.

So yes, I do think the sport is evolving toward higher performance — at least within the communities I work with — but true performance has to include skill in varied conditions. We need more open-ocean races, more surf elements, more technical courses. That’s how paddlers become complete water athletes.

As a coach and event director, my goal is to help create both: events that challenge athletes in diverse environments and greater awareness around choosing the right equipment for their individual goals. High performance shouldn’t just mean narrower — it should mean more capable.

From your perspective as a Coach, athlete, Athlete Commission Representative for Team USA Surfing and now Race SUP Director for the 2026 Santa Cruz Paddlefest, what’s the current state of competitive SUP in the U.S.?

In the U.S., we absolutely have a growing competitive SUP-community. There’s passion, there’s commitment, and there are some incredibly strong athletes — especially in certain age categories. But where we’re currently lacking is depth, particularly in the younger and open/elite divisions. We have talent, but we don’t yet have a deep field across the board, and that’s something we need to rebuild.

One of the biggest missing pieces is large-scale, banner events like we had in previous years. Those events gave athletes something to build toward. They created visibility, prestige, and real opportunity.

SUP is an expensive sport, and for athletes in the open and elite divisions, there’s the added pressure of trying to build a career. With fewer major events in the U.S. and less traditional sponsorship available, it’s challenging to make a living at the professional level. I was fortunate to race professionally for over a decade, but it required full commitment. I treated it like a job, because it was my job. I had to win — consistently — to survive financially. And at that time, the sponsorship landscape looked different.

Now, with the rise of social media and influencer culture, the model for sponsorship has shifted. It’s harder to sustain a purely performance-based career in paddling. That affects how competitive depth develops at the top level.

That said, at the amateur and grassroots level, participation is growing. We’re seeing more events, more enthusiasm, and more leadership stepping up. Organizations like USA Surfing and USA SUP are working to create structure and opportunity. The Santa Cruz Paddlefest is making a resurgence — a long-standing event that I’m proud to be race directing — and we have events like the Green Buoy Battle helping to build momentum.

The key is continued growth through events. We need more start lines, more opportunities, more reasons for paddlers to train and show up. And it would be incredible to see more international athletes coming to compete in the U.S. again. That cross-pollination elevates everyone. We’re in a rebuilding phase — but the foundation is there, and the energy is real.

What do American races need to stay relevant and exciting on the international calendar?

We have to look at this question from two angles: professional and age-group.

At the professional level, it’s very clear — elite paddlers are driven by prize money. They need to be able to justify international travel and sustain their careers. If we want top-level international athletes racing in the U.S., we need events with meaningful prize purses. That’s simply the reality.

But money alone isn’t enough. The experience has to be worth traveling for. The course needs to be dynamic and challenging — something unique, not just another standard flatwater race that athletes could replicate closer to home. If someone is spending thousands of dollars to travel, the event should offer something they can’t get anywhere else.

Media and marketing are also critical. A race becomes prestigious not just because of prize money, but because of its reputation. Strong storytelling, quality media coverage, live tracking, and engaging visuals elevate an event and give athletes visibility. Prestige builds momentum.

And beyond all of that, the athlete experience matters tremendously. Clear communication leading up to the event, helpful guidance on where to stay and how to prepare, and a seamless day-of-race experience make a huge difference. When athletes travel across the world, they want to feel welcomed — like they’re part of a community, not just a registration number.

If you can create an event where athletes feel valued, supported, and connected, they’ll come back — not just for the race, but for the experience of being part of something meaningful. In short: prize money, strong media presence, a bucket-list-worthy challenge — and an athlete experience that makes people feel special. That’s what keeps American races relevant on the international stage.

You’re juggling Ocean Academy, Cansea, Coaching, racing leadership – how do you manage that entrepreneurial-athlete balance?

How do I manage it? Sometimes I don’t — which is probably why this interview took two weeks to get back to you.

In all seriousness, balancing all of these roles is hard. There are definitely moments when I feel overwhelmed or even burnt out. But I’ve learned to remind myself that everything will get done in time. Not all at once — but eventually.

At the core of everything I do — whether it’s Ocean Academy, Cansea, coaching, or race directing — the most important thing is building relationships and community. Yes, I want my businesses to be successful. But more than that, I want my relationships to be successful. I want the people I work with to feel seen, supported, and connected.

I’d rather spend an hour having a meaningful conversation in the parking lot with someone from my community than an hour crafting the perfect social media post. That’s where the real impact happens.

Practically speaking? Coffee and Jesus. That’s how I manage it. And a lot of long days. One of the biggest lessons I’ve learned about entrepreneurship is that when you never clock in, you also never really clock out. There aren’t many true days off. I do believe rest is important — and I’m still working on that balance — but when you care deeply about what you’re building, it’s hard to turn it off. At the end of the day, purpose fuels me. And that makes the juggling act worth it.

What drives you more today: competing, coaching, or building platforms for others?

It’s hard to separate those three, because for me, they’re completely intertwined.

The platforms I help build — races, events, opportunities — create space for the athletes I coach to challenge the skills we’re working on together. When I’m competing, I’m still growing as a learner and as an athlete. And that allows my clients to see me step onto the same stages they’re stepping onto. That shared experience matters.

Competing makes me a better coach. Creating races makes me a better coach and a better competitor. They all feed each other.

What has changed is my “why.” I’m not driven by the same desire to win that I once was. For many years, I competed at the highest level, and winning mattered — it had to. That season of my life required full commitment. But now, my competitive drive comes from wanting to inspire my clients and push myself to put in an honest, hard effort.

Looking back, I believe all those years of racing and winning were preparation. They prepared me to pass something on.

Trophies collect dust. But relationships, encouragement, and helping someone believe in themselves — that lasts. If I can help someone build confidence, strengthen their faith, and realize what they’re capable of, that’s eternal. I feel like I’m right where I’m supposed to be.

As the OG Infinity Speed Freak and undisputed Queen of Footwork, how has that relationship evolved over time?

Dave Boehne and I were friends long before I was officially a Speed Freak. When my long-standing contract with Surftech ended in 2014, I was still racing Bark boards. I reached out to Dave initially about SUP surfing with Infinity, and he welcomed me onto the team in that capacity. It wasn’t until the end of that first year that he approached me about racing for Infinity.

And Dave knows I’m loyal — sometimes to a fault. So the way he handled that conversation mattered. His approach was respectful, thoughtful, and the timing felt right. That was over a decade ago.

Fast forward 10+ years, multiple world titles, countless races, and a lot of laughs later — it’s been incredible to grow alongside the brand. I’ve grown up in this sport in front of everyone. I’m still figuring parts of that out. But now, at 40, looking back at the journey, it’s pretty special.

Dave is turning 50 this year, and watching what he’s built has been inspiring. The level of innovation in Infinity’s race designs, the depth of the team — especially on the women’s side — and the global impact of the brand is exceptional. But what makes it meaningful is that at its core, Infinity is still a family surf brand.

Steve and Barrie laid the foundation, and seeing Dave carry that forward — expanding it while staying true to its roots — is something I know would make them incredibly proud.

From the outside, Infinity might look like this massive global SUP powerhouse. But at its heart, it’s a family. And being part of that family for over a decade is something I’m deeply proud of. It’s been really, really special to being part of the family and witnessing what it’s become.

You’ve had front-row seats to the evolution of Infinity race design – what’s been the most exciting chapter so far?

It’s hard to pick just one chapter because the evolution has been constant.

The boards have changed so much over the years, and I honestly don’t know how Dave continues to innovate the way he does. He’ll even tell you – I’m a little old school. I can be set in my ways when it comes to changing boards. I’m pretty simple. I like my board to feel as close to a surfboard as possible, which is why I’ve always loved my flat deck Blackfish models.

That said, it’s been really exciting to watch what he’s done with boards like the EverReady. Seeing the younger generation race that board — especially in waves and technical conditions — has been impressive. It’s a different style, a different approach, and it shows how design is adapting to modern racing.

Beyond specific models, what’s been most exciting is seeing Infinity refine materials and construction. The boards are lighter and stronger at the same time. The outlines are sleek, efficient, and every year they just seem to get faster.

The Whiplash holds a special place in my heart. The first board I rode when I officially joined the team was a flat deck 12’6” Whiplash — back when women were still racing 12’6”. I loved that board. Today, one of my favorite flatwater boards is the hollow Whiplash, and I’m really excited about the next generation Dave is working on right now. That board has been such a tried-and-true model in the lineup, and seeing it continue to evolve is pretty special.

And of course, I’ll probably forever love my flat deck Blackfish. They say you can’t teach an old dog new tricks — but I’ll be spending more time on the EverReady in the coming months to make sure I can keep up with the youngsters. And who knows… maybe I’ll give top-level SUP racing another serious go one of these days.

Photo by Chad Jarae

What does Infinity represent to you now?

Infinity is authentic. Infinity is family. It’s hard to even call it just a “brand.” At its core, Infinity is about getting people on the water. It doesn’t matter what kind of board you ride, what kind of body you have, whether it’s shortboard, longboard, tandem surf, race, or foil — the heart of Infinity is sharing the ocean.

They were at the forefront of stand-up paddle surfing in the early days. On any given week, you’ll see Steve Boehne taking adaptive surfers out on waveskis so they can experience riding waves — even athletes with partial paralysis. That tells you everything about their heart.

At the same time, at the highest level of SUP racing, you have Dave designing boards for current, past, and future world champions. The innovation spans race boards, surf shapes, and even incredible foil designs.

Infinity represents the full spectrum of ocean life — competition, community, lifestyle, and passion. It’s about playing in the ocean and inviting as many people as possible to be part of that experience, on whatever watercraft helps them connect. It’s passion for the ocean — and sharing that passion with others.

Thank you, Candice, for sharing such thoughtful insights on the sport. We wish you the very best in all your current and future ventures!

Photo by Chad Jarae

To find out more about Infinity SUP, visit infinity-sup.com

Follow Infinity on Instagram and Facebook

Follow Candice on Facebook and Instagram

Find out more about Ocean Race Academy and Cansea 

*Images courtesy of Candice Appleby