Stand-up paddling (SUP, to you) has officially made the transition from fad to established sport; stand-up paddlers now outnumber surfers and kayakers at many spots. (Actually SUP traces its origins back to ancient Polynesia, so you could argue it was always more than a trend.) With that comes increased demand—not just for gear, but for advice and know-how. Hawaiian Island Surf & Sport has Maui’s burgeoning SUP community covered on both fronts, offering the latest brands and a friendly, experienced crew that doesn’t just sell this stuff but lives it, too. All in all, they’re just stand-up guys (sorry, couldn’t resist).
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