Red Paddle Co: Blazing trails with pioneers in inflatable SUP tech & proud B Corp

Red Paddle Co, the pioneers of inflatable SUP technology, has been developing some of the most trusted gear on the market with laser-sharp focus on delivering quality that guarantees authentic experience authentic experiences on and off the water. To remain a leader in innovation, the UK brand underscores the need to push boundaries – going deeper, better, and more sustainably than ever before.

TotalSUP caught up with Phil Hawthorn, Head of Design, and Katie Eaton, Senior Integrated Designer, to take a look at the current SUP industry landscape, Red Paddle Co’s journey to becoming a B Certified Corporation, its position in the market, and what lies ahead for 2025.

In conversation with Phil Hawthorn:

Hi Phil, with a busy inflatable SUP boards market worldwide, how can understanding the underlying technology help paddlers choose boards that deliver both safety and high performance, while also ensuring a responsible and sustainable approach?

When you choose Red, you’re not just buying a product; you’re becoming part of a brand that’s committed to quality, sustainability, and the pursuit of adventure.

At the heart of our brand is more than just technology – it’s a shared purpose. We don’t just make products; we create experiences that connect people to the water and inspire adventure. Understanding this purpose is key to understanding our company as a whole: what we stand for, why we do it, and how we’ve gotten to where we are today.

Founded in 2008, we are a UK-based company that has exclusively specialised in inflatable paddleboards. From day one, our focus has been laser-sharp: to craft the highest-quality paddleboards and set new standards in the industry. We wanted to lead—not just follow—and that drive for excellence has been the cornerstone of our brand.

Over the years, our team and our product range have grown, but our mission remains the same: to inspire adventures in and on the water. While we’ve expanded into changing products and luggage to better support our customers, we continue to design with that core purpose in mind—enabling people to get out there, explore, and connect with nature.

As specialists in design and innovation, we take great pride in bringing high-quality, thoughtfully designed products to market. Sustainability is also at the heart of our approach. Our design team is passionate about the environment, and this drives our commitment to creating durable, long-lasting products. For us, sustainability starts with performance: the longer our products last and the better they perform, the more sustainable they become.

We also offer spares to help customers stay out on the water longer, but our real focus is on ensuring that every product is built to perform at its best from day one. This way, we reduce the need for repairs and replacements, making a positive impact on both the customer experience and the environment.

But great products are only part of the equation. Our customer service is equally important. With a dedicated team ready to support our customers, in-house stock for quick delivery, and a robust logistics operation, we ensure that every customer has the resources they need to enjoy their adventure—no matter where it takes them.

As pioneers of inflatable SUP technology, you have introduced many innovations such as, to name just few, the patented Rocker Stiffening System (RSS) or the MSL® material that comes from over 15 years of development. Do these innovations stem from paddlers’ increasing demand for inflatable boards that perform like hard boards?

Innovation should be a core principle that runs through every department of a company. When it comes to product innovation, however, the true driving force is our commitment to helping people experience the best, most authentic adventures on the water. Whether they’re seasoned explorers or beginners, we’re driven by the desire to create experiences that are uniquely tailored to each individual. This passion is what motivates and inspires us every day.

Could you explain, in simple terms, the key differences between your renowned MSL® construction, the MSL PACT technology used in the Compact range, and the ultra-stiff MSL®800 double-drop-stitch material used in the Elite race models?

MSL is the material we’ve meticulously refined over years of constant iteration and fine-tuning. But it was our MSL PACT technology that truly revolutionised the game. Driven by our passion for creating exceptional outdoor experiences that connect people to the water, we set out to make that journey as effortless and seamless as possible. What began as a simple idea blossomed into a major breakthrough- the development and release of our patented Compact range of inflatable paddleboards.

As you and your readers may know, since then, many copycats have attempted to reproduce our boards and material. Years ago, this would have frustrated us. But now, we have mechanisms in place to deal with it and we see it as a compliment. After all, it means we must be doing something right. Our job is to continue innovating and stay ahead of the curve.

One of the key elements that sets us apart is our TEC-AIR process. While our physical product innovations elevate the user experience, it’s the TEC-AIR process that truly cements our success. This is a proprietary system we’ve developed and refined over time, and it’s what consistently delivers the performance that makes our products stand out. It’s a methodical process that we continuously update and improve, ensuring that every product we create is a cut above the rest.

With design thinking and R&D being long-term investments, how do you continue to innovate while maintaining the uncompromising quality of your inflatable SUP boards?

While the design department oversees both areas, they are different. Over the years, we’ve built a strong, long-term partnership with our factory. In the early days, our relationship was very hands-on, with little in terms of formal processes or best practices. Today, while we still maintain regular check-ins, the level of involvement has decreased. This evolution has been mutually beneficial, allowing both us and the factory to grow. It’s enabled us to shift our focus more toward understanding and meeting our customers’ needs, ultimately enhancing their outdoor experiences and connection to the water and our natural world.

When it comes to innovation, we approach every board design with a rigorous process of prototyping and testing. Over the years, we’ve designed and tested countless prototypes – many of which never made it past the drawing board. But the ones that do make it through the process are the ones that ultimately reach the market and become known to the public.

What can we expect in 2025?

The SUP industry, like the business world at large, has faced significant volatility in recent years, and we’ve taken this into account as we look ahead. We acknowledge the need to go deeper—better understanding what our customers truly want and need to help them make the most of every moment on the water.

In 2025, our focus is twofold: delivering innovative new products and enhancing customer experiences to make every adventure as accessible and meaningful as possible. At the same time, we’re doubling down on sustainability, refining our materials and processes to reduce environmental impact while maintaining our commitment to industry-leading durability and performance.

Above all, we’ll continue listening to our customers, evolving to meet their needs, and sparking even more outdoor adventures, wherever their journey takes them. While we can’t reveal all our plans just yet, 2025 is shaping up to be a year of exciting possibilities, deepening connections, and new opportunities for our community.

In conversation with Katie Eaton:  

Hi Katie, In today’s business landscape, why do you believe it matters for companies to achieve B Corp certification?

In today’s business landscape, achieving B Corp certification is increasingly important because consumers are often faced with uncertainty about which companies are truly committed to responsibility. With so many businesses competing for attention, it can be difficult to differentiate those that genuinely prioritise the planet, their customers, and their communities. While there are numerous certifications across different industries, B Corp stands out as a comprehensive measure. It evaluates a company’s performance in key areas such as social and environmental impact, transparency, and accountability, providing a clear and trustworthy benchmark for the general public. For us at Red, the B Corp certification aligns perfectly with our values, demonstrating our ongoing commitment to high ethical standards and positive impact across all aspects of our business.

We all share the same planet, and it’s our responsibility to care for it – both environmentally and socially. This is especially important to us and what we stand for – the spirit of exploration and adventure is at the heart of what we do. By having this certification, we aim to show that we not only recognise the need for action but are also actively working to make positive steps to become more responsible.

How has becoming a B Corp impacted your company culture, operations, and relationships with stakeholders?

Becoming a B Corp has had a significant impact on our company culture, operations, and relationships with stakeholders. The process of achieving certification is rigorous, and until you go through it, you may not fully grasp the depth of what’s involved. It’s an invaluable opportunity to assess where you’re excelling and, just as importantly, where you can also improve. We see this as an opportunity, sharing the results builds trust with consumers, as it shows a commitment to continuous improvement and accountability.

The B Corp certification process examines every aspect of your business— from supply chain practices to the energy provider you use— which means it requires input and collaboration from every department. It’s a team effort, and the process has helped us become more aligned, focused, and purposeful in how we operate across the board.

As a result, we significantly increased our volunteer efforts, contributing over 424 hours in 2023 alone. We have made notable progress in enhancing both our supply chain transparency and carbon footprint calculations, and we continue to refine these areas. Additionally, in 2023, we launched the Red Foundation, our charitable program dedicated to expanding our global community support. Through this initiative, we aim to ensure that everyone can safely enjoy the benefits of the water and the outdoors. For more details on this, check out our company’s Impact Report.

With consumers increasingly prioritising responsible practices, how does being a B Corp help your company stand out and demonstrate its commitment to making a positive impact?

Having a B Corp certification is essentially a stamp of approval that reinforces our commitment to responsible business practices. While we’re confident in the work we do, it’s crucial for consumers to have independent, third-party approval that validates our claims. The B Corp certification assures consumers that they can trust us, knowing we’ve met rigorous standards of social and environmental performance.

For us, it’s not just about being environmentally responsible – it’s about promoting positive change across every aspect of our business. We aim to educate, inspire, and continuously improve, showing that our commitment to making a positive impact goes beyond just words.

To find out more about Red Paddle Co, visit red.equipment

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*Images courtesy of Red Paddle Co