Ah, San Diego — yep, it’s 72 and sunny, the air carries a hint of salt and story, and every day feels like a fresh start. That’s where we found ourselves last month, soaking up the scene at CARV Expo.
CARV stands for California Action Retailer + Venture—a new West Coast trade show for surf, skate, bike, and outdoor brands and retailers. It was notable because this kind of show had been absent on the West Coast for almost 25 years….where it all started!
What stood out
What stood out most was the vibe—it didn’t feel like an industry, it felt like a community. This wasn’t about splashy launches or viral product drops. CARV was about people: retailers, makers, reps—the ones you’ve surfed or skated with, built things with, or shared a beer with over the years. This was the active sports crowd, and it had good energy.
The surf and action-sports industries are shifting. And you could feel it here. There was a clear pull from corporate to independent, from conglomerate to niche. A rebalancing—from East Coast business back to West Coast soul. From globalized to more local. A meeting point of old-school know-how and new-school energy.
The show delivered: a half-pipe for live demos, a film premiere from Brixton, and a keynote from Steve Van Doren (son of Vans founder Paul Van Doren), who walked us through the brand’s roots and rebel DNA. And it provided a good peek at what’s coming down the pipe, product-wise in the industry.
We were there for all of it—to celebrate specialty retail, connect with kindred brands, talk shop, revisit a past life, and look ahead.
Brands that caught our eye:
- NOCS Provisions – waterproof binoculars & monoculars
- Sector 9 Skateboards – now back with their original owners
- Beach Rooster – mineral sunscreen
- Action Glow – LED lighting systems for boards & bikes (plus, retrofitted school bus! and another Shark Tank brand)
- Bonham Collective – apparel
- Shibumi – sun shades
- Western Aloha – apparel
- Lift Foils – hydrofoils
- LISS (Living In SunShine) – surf racks
- Happier Camper – modular travel campers
- Steko – apparel (from former Red Bull surfer Kolohe Andino)
- Outerknown – sustainable apparel (from Kelly Slater, 11x World Surf League champ)
If you’re in the surf, skate, or outdoor industry and feeling stuck—we’ve got ideas. Seedhouse is a design firm built on authenticity, focused on differentiation, and ready to help you grow.
And if you’re looking to dip your toes into the action-sports space—whether you’re a retailer, manufacturer, or just curious—CARV Expo 2026 returns May 14–15, 2026 in San Diego. We’ll see you there.
P.S. To our CPG friends:
If this audience aligns with your brand, this show has potential. We only spotted a few food brands (like Laird Superfood and Dry Brew coffee chews)—so there’s opportunity here for the right fit.
P.P.S. On my way out of town
I hit up Happy Battle Surf Co. and shared a beer with Mark Polintan; awesome guy, great shop, killer boards and a cool vibe.
