Custom SUP Solutions For Pet Adventure Brands & Human-Dog Outdoor Lifestyle Companies

Product Development

Afarer designed a pet-specific SUP structure including a wider board shape, larger deck area, and reinforced surface to accommodate dogs safely and comfortably.

Material Optimization

Developed scratch-resistant PVC structure, full EVA traction deck, and durable accessories specifically engineered for pet use and outdoor environments.

Brand Customization

Created custom graphics, brand colors, and retail packaging that reflected the brand's premium pet outdoor lifestyle positioning.

Market Launch Support

Provided product photos, product information, and manufacturing support to enable a successful ecommerce launch.

Canine-Specific Product R&D & Safety Engineering

In January 2025, Emma and her product team spent a week at Afarer's innovation lab with Afarer's materials engineers and a veterinary consultant. They developed 3 dog-specific innovations: (1) a dual-density deck pad with extra-grip zones for dog paws with 3x higher coefficient of friction than standard pads, (2) a reinforced center section with load-tested capacity of 50kg (tested with Labrador and Golden Retriever weight simulations), and (3) a D-ring anchor system compatible with dog life vests. Afarer produced 6 prototype variations, and Emma's team conducted 8 weeks of testing with 50 dog owners across the UK, refining the design based on 347 survey responses. The final design featured paw-print embossing, 'mud-resistant' material, and a poop-bag holder integrated into the deck pad.

Brand Development, Packaging & Pet Retail Compliance

Afarer's design team created the 'Paws & Paddle Adventure' visual identity including packaging with dog photography, shelf wobblers, and QR codes linking to a 'Dog SUP Safety' video guide. The 3 models launched: 'The Spaniel' (10' all-around for small-medium dogs), 'The Labrador' (11'6" utility for medium-large dogs), and 'The Retriever' (12'6" touring for large dogs and longer trips). Afarer managed UKCA certification and CE marking, and developed a Pet Industry Federation compliance package including safety warnings, dog weight limits, and liability documentation. Emma pre-sold 1,800 units through her existing pet retail network before production even began.

Influencer Launch Campaign & Retail Training

The collection launched March 2025 with a coordinated campaign featuring 12 UK dog influencers including @myadventureswithoscar (2.1M followers) and @the_hiking_husky (890K followers). Afarer provided 50 demo units for influencer content and pet store events. The Afarer training team created a 20-minute 'Retail Pro' module covering dog SUP safety, fitment for different breeds, and cross-selling dog life vests and paw-protection booties. Paws & Paddle's 340 retail partners hosted in-store demo days where customers could try boards with their dogs in inflatable pools — 78% of demo participants converted to a purchase.

Category Expansion & Veterinary Partnership Program

By September 2025, the dog-friendly SUP line sold 4,200 units across 340 retail locations generating £2.1M wholesale revenue (40% above the £1.5M target). The 'Labrador' model accounted for 52% of sales. Emma launched a pioneering partnership with the British Veterinary Association promoting dog water safety, and Afarer produced 5,000 'Dog SUP Safety' booklets distributed through vets. A reorder of 3,000 units included a new 'The Terrier' model (8'6" for small dogs) and a matching dog life vest line. The collection was named 'Pet Product of the Year' at the 2025 UK Pet Show.

Canine Behavior Analysis & SUP Training Protocol Development

Locky spent 3 months from October to December 2024 working with Afarer's product team and a University of Queensland animal biomechanics researcher to design a board optimized for dog balance training. They created a 12' x 34'' wide platform with ultra-soft EVA deck padding (8mm vs standard 4mm), low-profile rails for easy dog boarding, and a non-slip textured surface tested across 14 dog breeds. Locky tested 30 dogs on 6 prototype iterations and developed a 5-stage canine SUP training protocol: Stage 1 (board familiarization on land), Stage 2 (static float), Stage 3 (seated paddle), Stage 4 (standing paddle with dog seated), Stage 5 (full paddle with dog standing). Afarer produced 200 instructor-grade boards with custom 'Blue Heeler' graphics featuring an Australian cattle dog silhouette.

Instructor Certification Program & Regulatory Framework

Locky and Afarer co-developed a 3-level Canine SUP Instructor Certification: Level 1 (40-hour online + weekend practical), Level 2 (10-day advanced with water rescue), Level 3 (14-day master instructor). The curriculum covered dog behavior on water, canine first aid, breed-specific training approaches, Australian water safety regulations, insurance requirements, and business setup. Afarer funded the creation of 25 hours of HD video content filmed at Noosa River and produced a 200-page instructor manual. Locky launched the certification program in February 2025 with an initial cohort of 24 candidates — all 24 passed Level 1 and 18 continued to Level 2.

Equipment Range, Retail Distribution & YouTube Launch

Locky's 'Blue Heeler Expeditions' brand launched 4 retail products: the 'Blue' (12' instructor board at AU$899), the 'Heeler' (10'6" recreational dog board at AU$649), a dog-specific life vest (AU$89), and a training tether system (AU$39). Afarer manufactured 1,000 units for the initial retail and instructor pipeline. Locky released a 6-part YouTube series 'Paddle Paws' documenting the training protocol — the first episode gained 2.1M views in 2 weeks. Within 30 days, Locky's website received 47,000 orders inquiries and 340 Australians signed up for the waitlist for instructor certification.

Program Scale, National Expansion & International Inquiries

By August 2025, Blue Heeler Expeditions had 85 certified instructors across all Australian states (5 above the 18-month target achieved in 6 months). Instructors paid AU$2,500 for Level 1 certification + AU$899 board, generating AU$296K in certification revenue. Locky sold 1,400 retail boards to pet owners, 200 instructor-grade boards to certified trainers, and 3,400 dog life vests. Total program revenue reached AU$1.85M in 8 months (54% above the AU$1.2M 18-month target). Locky received inquiries from 14 countries and signed a licensing deal with a US partner for a North American version. Afarer committed to an exclusive 3-year global partnership for the Canine SUP product line.