Who is Stand Up Paddleboards

Started 15 years ago as The Paddleboard House, we were the only dedicated SUP shop on the East Coast.

 We took over managing it in 2019. In 2020, we officially launched our own signature line, "Stand-Up Paddleboards,"

before going on to lease the shop from the owners in 2023.

In December 2025, we moved the whole operation over to 1225 E. New Haven Ave. in Downtown Melbourne, FL.

Long before we were into paddleboarding, we were deep in the Florida board scene. Back in 1997 on WebTV, we launched boardheads2.com, floridaskimboarding.com, and skimwear.com—a line of clothing made for skimmers, by skimmers.

3 years before there were even live surf cams, we would drive the breaks every single morning to check the conditions. We’d video tape Second Light at Patrick AFB, head down to 16th Street in Cocoa Beach, and end up at the Cocoa Beach Pier. Then we’d drive all the way back home just to upload the images for a morning surf update before running back to the beach to play.

D ran those updates every single day, completely for free. She became the heartbeat of the lineup—so much so that local husbands and wives would constantly ask D to post a surprise surf picture of their spouse on their birthday.

Because D didn't monetize the updates, other people saw the massive amount of traffic she was receiving and decided to capitalize on it. Surfers launched a modern live cam at the pier and Second Light and were selling ads." 

We just smiled and told them both, "Thanks, now we can make the sunrise sessions."

That's when D officially got flsurfcams.com going and built the first comprehensive list of all the new surf cams in Florida, 

and she still keeps it up to date for all of us watermen today, and still completely for free.

We ran Boardheads Deli in Cocoa Beach right up the street from the Slaters Surf and Fishing shop. Half the time, Kelly’s brothers or the local crew would walk in, tell us the waves were firing, we’d have to lock the front door and go surf. We knew and fed everybody—Mason Sapp, Chris Duff, Melody Decarlo, Crystal Cooper, the Hobgood brothers, the whole crew. We were hanging out with the Hobgoods at Sebastian Inlet on 9/11, surfing the swell while trying to process what had just happened.

In the early days, we could even get past police checkpoints during hurricanes because our "online magazine" Boardheads2 and our surf cams made us "media" to the cops. D would take the sickest shots of everybody out in the heavy storm surf at the Cocoa Beach Pier and post them up for the whole community to see. She made us "famous"!

Jim went from making subs in Cocoa Beach to helping design and make SUPs for Melbourne Beach and the surrounding areas.

 Talk about irony. After 30+ years of running crossover contests, filming skim, surf, skate, and wake sessions, and living in the waters from Cape Canaveral, the Cocoa Beach Pier,  Sebastian Inlet all the spots in-between and beyond, we know what a board actually needs to handle Florida's special kind of waves and shallow waterways. We help design and import our own boards and gear specifically for these local waters. Walk into our showroom today and you'll find close to 100 premium boards ready to roll—including our high-performance Carbon-Fiber Ghost, lightweight Bamboo Surf Styles, or the Coastal Cruiser. Whether you're paddling flats for the first time or chasing clean surf lines, we've got you covered.

P.S. Keep an eye out for our upcoming free monthly "Saturday Morning SUP Clinics" down at the Crane Creek boat launch once the weather cools off. Drop by the shop or give us a call for more info.

Life's Simple. Just add Water!

Peace,
Jim & D