Every board shop customer knows the struggle: killer shoes, soaked gear, and that unmistakable post-session funk. Whether it’s a day in the park, a dawn surf, or a weekend on the mountain, moisture and odor always tag along for the ride.
Meet SmellWell Freshener Inserts – a Swedish innovation that’s changing the game. Developed to absorb moisture, eliminate odor, and keep gear fresh without harsh chemicals, SmellWell is redefining what “fresh” means for action sports. It’s not a spray. It’s not a cover-up. It’s a simple, effective solution your customers will actually thank you for.
1. The Smelly Shoe Situation
Skate shoes, sneakers, and boots – no matter the sport, they all end up smelling like victory (and defeat).
SmellWell Freshener Inserts absorb moisture and neutralize odor at the source, keeping shoes fresher and lasting longer.
→ Perfect add-on with every footwear sale.
2. The Wet Gear Dilemma
Nothing ruins gear faster than staying damp – helmets, pads, or wetsuits that never really dry out.
Toss them in a SmellWell Freshener Bag and the problem’s gone. It’s the easiest way to keep gear dry, odor-free, and ready for the next session.
→ Game-changing cross-sell for surf, skate, and snow.
3. The Funky Car or Locker
Post-session rides or gear lockers that smell like the ocean (and not in a good way)?
Drop a pair of Inserts in the car, bag, or locker and say goodbye to funk.
→ The kind of $15 impulse buy that creates repeat customers.
Why Shops Love It
SmellWell isn’t just another air freshener – it’s a new product category built for active lifestyles. Designed in Sweden, proven by athletes, and loved by customers who can finally keep their gear fresh.
Solid margins. Repeat sales. Real solutions.
“SmellWell is one of those rare products that makes customers thank you for stocking it. It works, it’s sustainable, and it flies off the shelf.”
— George, Action Sports Industry Veteran
Push play to watch SmellWell founder Anton Haglund’s short video to see how SmellWell became the go-to freshness solution for active people everywhere.
We, at the Board Retailers Association, are pleased to mention that SmellWell is a fully vetted BRA Supporting Partner who can provide samples or set up a wholesale account for you. We are happy to invite any BRA Retail Member interested in learning more or taking the next steps to send an email to doug@boardretailers.org requesting a direct introduction to the team behind this outstanding solutions-oriented supplier. – Doug Works, BRA Executive Director
If you are not yet a BRA Retail Member, you can easily opt in to either Regular (no cost) or Distinguished ($100/yr.) Membership via this super simple join form