Our Favorite Activities at the September 2025 Surf Expo

The 49th Surf Expo was the best yet. No, that’s not hyperbole, and yes, it’s a line we use often here at ASM. But it’s the truth: somehow, someway, the team at Surf Expo finds a way to put on a better and better show each of its bi-annual iterations — for nearly 50 years.

We hit the floor for the three day event throughout September 4-6, and learned not only industry trends (you can read more about that here); we were entertained with some of the raddest demos and activations.

From a standing wave to conservation and sun protection games and more, here’s a few of our favorite activities from the September 2025 Surf Expo.

SurfDays’ Standing Wave

Photo courtesy American Surf Magazine

That’s right: thanks to SurfDays, you could surf inside the massive conference center that housed Surf Expo. Once you caught your balance, you could carve left and right for as long as you wanted. Oh, and if you didn’t break a swimsuit, they even had you covered. 

Golf Simulator

Photo courtesy American Surf Magazine

When the waves are flat, many surfers — including several pros — take their talents to a golf course. Surf Expo gave you the opportunity to hit a few balls in between meetings. 

Brushboarding

Photo courtesy American Surf Magazine

If you wanted to surf at the show, but didn’t want to get wet, you had the opportunity to try brushboarding.

Fueled by hundreds of soft brushes, the machine gave you the feeling of surfing — no water necessary.

Although Brushboarding had been at Surf Expo in the past, this was their first demo debut, and it was often crowded, with people lining up to watch and try it. 

A Surfboard Lover’s Dream

Photo courtesy American Surf Magazine

At Surf Expo, you couldn’t go a few steps without seeing a brand new board. From longboards to shortboards, foamies and twinfins, the floor was a surfboard lover’s dream. 

Sun Bum's Whack-A-Mole

Photo courtesy American Surf Magazine

Not only did Sun Bum bring out Lance-o to DJ; they brought their famous Whack a Mole game that my 1.5 year old daughter loved where you quite literally "whacked" a "mole".

What better way can you incorporate skin care and fun? 

EcoDrive's Claw Machine

Photo courtesy American Surf Magazine

When was the last time you played with the claw machine? Like, decades ago? Well, you had the chance to do so at Surf Expo. The Eco Drive crew had a claw machine that made the concept of plastic pollution interactive, fun, and teachable — and drew a crowd. 

If you missed this show, the good news is that the next Surf Expo is right around the corner: January 6-9, 2026. Stay tuned to the Surf Expo website for more as the date gets closer.