Water sports surge and find their flow in the retail space

• Paddling’s surge in popularity is creating a new, growing demand for purpose-built gear
• High-profile athletes such as Australian sisters Jessica and Noemie Fox are contributing to this increased visibility
• Athletes in the space now have access to apparel made bespoke for the sport as they compete on the world stage

Special Report: A global boom in paddling water sports is opening a new opportunity in the US retail sector for those ready to go, maybe even surge, with the flow.

When the Matildas stormed into the World Cup semi-finals, it wasn’t just football fans who cheered. Retailers such as Rebel Sport owner Super Retail Group (ASX:SUL) saw a surge in demand for replica jerseys, boots and other training gear as Australians flocked to pitches around the country – or just wore their heartfelt support on their backs.

The team’s success turned into a multi-million-dollar sales windfall and a case study in how elite sport can turbocharge consumer markets.

A similar inflection point is now underway in another popular Australian sport and lifestyle – paddlesports.

For years elite canoeists and kayakers trained and competed in technical gear pieced together from general outdoor brands, far from the tailored, high-performance apparel enjoyed by peers in mainstream sports.

But the profile of athletes such as Jessica Fox, arguably the world’s greatest slalom paddler, and her sister Noemie has shifted the landscape. Their dominance on the international stage continues to elevate the sport’s visibility and open gateways to expanding commercial investment.

‘The opportunity is enormous’

Entering the expanding market is Zhik, a Sydney-based performance apparel brand best known for revolutionising Olympic sailing gear.

Under CEO Mat Belcher, a three-time Olympic medallist, Zhik is now diversifying into paddling and rowing, applying its R&D-driven approach to sports that are finally breaking into the mainstream.

The brand’s new partnership with Paddle Australia and its role as Platinum Partner of the 2025 ICF Canoe Slalom World Championships starting in Sydney next month signals a turning point. For the first time, paddlers from grassroots to elite will compete in gear designed specifically for their sport, not borrowed from others.

Belcher says the company is following a familiar playbook.

“When Zhik started, sailors were relying on generic wetsuits and wet weather gear,” he said.

“We worked with athletes to design apparel that let them perform at their best. Paddling is at the same stage sailing was at a decade ago and the opportunity is enormous.”

Surging momentum

With Rebel Sport’s ride of the Matildas’ wave in mind, Zhik is positioning itself to tap into consumer passion and the demand for elite performance.

The Fox sisters’ success, combined with Australia hosting the sport’s biggest global event in two decades is expected to draw record crowds and spark new grassroots participation.

This sport’s momentum is already showing up in Zhik’s numbers. The company reported 20 per cent revenue growth last year and has secured strong US pre-orders as it prepares to expand deeper into the American market.

Zhik is also preparing an upcoming capital raise, with Belcher pointing to the brand’s growing presence across sailing, paddling and rowing as a springboard for international growth.

Paddle Australia CEO Kim Crane sees the timing as ideal for the partnership with Zhik.

“With our Team Australia athletes across all disciplines leading the way, paddling is entering the mainstream like never before,” she said. “Partnering with a brand like Zhik ensures our athletes have access to apparel that matches the sport’s increasing profile.”

This article was developed in collaboration with Zhik, a Stockhead advertiser at the time of publishing.

This article does not constitute financial product advice. You should consider obtaining independent advice before making any financial decisions.