Image of a vintage copy of The Surfer Quarterly over from when an issue only cost $.75 courtesy of Surfer Mag
SAN DIEGO — CARV Expo, taking place June 20–22 at the San Diego Convention Center, will bring together board sports brands, retailers, athletes, media, and advocates for a glimpse into the future.
As proof of its vision, CARV Expo has announced a partnership with SURFER magazine, which recently relaunched after a short hiatus from print.
“Getting the surf industry together in person, in one place, is mission critical,” said SURFER Editor-in-Chief Jake Howard. “What CARV Expo is doing in San Diego is a huge step forward, and we’re proud to be part of the gathering and help share the stories of all the incredible brands that will be there this summer.”
The partnership is a natural fit. After 65 years in publication, the SURFER team says it is asking the same questions as CARV: Who is today’s surfer, and how can an industry be both fractured and growing at the same time? One thing is clear—whether it’s a trade show or a surf magazine, it’s no longer enough to simply reflect the industry. The goal is to create a vision for its future.
“I had pages from SURFER magazine all over my bedroom walls when I was 14 years old,” said CARV Expo founder Josh Rifkin. “It’s a natural partnership—we want heritage and longevity to be CARV’s North Star.”
CARV also points to its inclusion of surf- and skate-adjacent brands as a reflection of the industries’ evolution. The gear surfers and skaters use for tailgating and car camping isn’t necessarily technical, but many outdoor brands have designed products with these industries in mind, elevating the entire experience.
The CARV team is getting a major boost on the retail side from an esteemed advisory board, including Town & Country’s Ryan Sugihara, surfing hall-of-famer Kevin “Kevmo” Morris, Proof Lab’s Nate McCarthy, Sun Diego’s Dave Nash, and Hansen’s Josh Hansen, among others. The strong showing of retailers from the West Coast and Hawaiian markets signals that the region may be the natural meeting point for the surf and skate industries—one of the key reasons ASR was so successful in its early days.
To further its mission, CARV has appointed Abraham Paskowitz as retail relations manager, responsible for bringing in the most passionate and influential shop owners from across the country. Through its robust Key Accounts program, CARV prioritizes supporting attendees by addressing their needs—including potential assistance with travel costs and hotel accommodations.
“The opportunity to connect with and learn from these long-standing heritage surf shops provides invaluable insight and direction that will help shape our event,” said Paskowitz.
“Surf, skate, and the related outdoor industries have new stories to tell—and new storytellers,” added Rifkin. “That’s why CARV is treating media as one leg of the same stool. Media is more important than ever, and we believe CARV will become indispensable to the industry.”
Among CARV’s exhibitors are key brands like Outerknown, Firewire, Reef, Brixton, and Cobian. The CARV team has taken a fresh approach to what a board sports trade show should look like, prioritizing brands that are innovating, taking risks, and getting noticed.
“Young, hungry, and smart brands have always been the lifeblood of the industry,” said Rifkin. “And we’re particularly excited about athlete-owned brands because this is where you’ll likely find the next generation of industry leaders.”
According to surf industry insiders, many retailers are actively searching for new brands—one of the key reasons CARV Expo was created.
“Let’s funnel the enthusiasm to San Diego,” said Rifkin. “Our show will foster community and change in board sports and adventure.” For the latest exhibitor and attendee information, event details, and announcements on partnerships, special guests, and parties, visit carvexpo.com
We are very pleased to announce that we now have a new West Coast Trade Show and a new West Coast Trade Show Partner. The CARV Expo will take place June 20-22, 2025 at the San Diego Convention Center bringing together top manufacturers from the surf, skate, bike, and outdoor sports industries. Retailers from across the US will have the chance to explore the latest in boardsports, apparel, hard goods, wellness products, and more. Whether you’re looking to connect with industry leaders, discover innovative products, or expand your business, CARV Expo is the must-attend event this June. CARV Expo will implement a limited Hosted Buyer Program intended for independent specialty retailers who qualify. Get in on the ground floor and be part of this brand-new West Coast Trade Show. This program will allow those qualified independent specialty retail buyers to have some out-of-pocket travel and lodging costs subsidized so they can more easily justify attending the show. Email me ([email protected]) to request to be introduced directly to Abraham and learn more about this helpful program and remarkable new trade show.
– Doug Works, Executive Director, Board Retailers Association
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