Outdoor Retailer and Surf Expo have announced a new partnership with Supia (StandUp Paddle Industry Association), the trade organization of stand-up paddle businesses. As a result of the partnership, Supia will exclusively endorse and participate in Surf Expo's two annual shows and Outdoor Retailer's Summer Market. Outdoor Retailer Summer Market is held in Salt Lake City, Utah while Surf Expo shows are held in Orlando, Florida. SUP and paddle sports are one of the predominant categories at Outdoor Retailer Summer Market trade show. Surf Expo is the longest running board sports and beach/resort lifestyle trade show worldwide, and it has been the location of the first Supia meeting. Outdoor Retailer and Surf Expo will continue to support the Supia's Summit, held in October in Dana Point, California.