WORTHING WATERSPORTS MAKEOVER: ONE BRANDENDLESS PASSIONWORTHING WATERSPORTS MAKEOVER: ONE BRANDENDLESS PASSIONSam Latham from Worthing Watersports has just completed a full refurbishment of his shop as we head into 2026! We caught up with Sam to find out what inspired him to take the plunge into retail, how the renovation came about and what its like running a specialist Duotone water-sports store on the south coast.WINDSURF: Tell us why you bought Worthing Watersports?SAM LATHAM: Short answer, I was unhappy in my previous job, especially through Covid. It felt relentless, and I knew I needed a change. I was helping to co-manage a friends very successful, high-pressure company, which gave me the confidence that I could run something myselfalthough, looking back, I was definitely a bit nave about how hard it would be. Id been running my own water-sports sticker printing business https://southeastsignage.com/ alongside which gave me confidence.The opportunity came about quite organically. I was having a cup of tea with Nik Baker he mentioned that someone might be selling their shop. That instantly got my attention, and from there things moved very quickly. I think that initial naivety actually helpedI put the blinkers on, focused on making it happen and only really realised how big the challenge was once I had the keys!Learn more about Sams background: https://worthingwatersports.com/pages/about-usWINDSURF: Was there a lot to learn and many challenges moving into retail?SAM LATHAM: Masses. Retail is extremely tough, and water-sports is a particularly challenging niche. The equipment is expensive, margins are tight, and the market is very competitive, especially post-Covid and with the wider UK economy.That said, theres something really nice about selling toys to like-minded people who just want to get on the water and enjoy themselves. The biggest challenge is balancing the financial side of a niche sport with the seasonal ups and downs, but the reward is being part of a community rather than just shifting boxes.WINDSURF: We hear youve just done a big renovation. Did it feel like the right time for a fresh look for 2026?SAM LATHAM: Its something Ive wanted to do from day one, but realistically, we just didnt have the budget or time early on. A full renovationfloors, walls, lighting, everything costs tens of thousands of pounds, so at first it was just a light spruce-up.Over time it became clear that while our website was performing well, the physical shop wasnt matching the standard of the products we sell or the service we pride ourselves on. Winter is naturally a quieter period, so it felt like the right window to do a full renovation properly. A local kitesurfer with plenty of building experience helped give me the momentum to get it moving. Im massively grateful to Glen for the sheer amount of hard work he put in, and to my dad, David, who gave up weeks of his time to help make it happen.The goal was to create a proper showrooma space that shows off the value of the gear and feels welcoming for both customers and staff. The difference is huge. We genuinely enjoy coming to work more now, and the customer feedback has been incredibly positive.WINDSURF: Youre a Duotone specialist shop what does that mean exactly?SAM LATHAM: At the moment, we only sell Duotone products and thats deliberate. I dont want to sell equipment I dont fully understand or havent used myself. Duotone already covers windsurfing, kitesurfing, winging, foiling and paddleboardingeven having that detailed knowledge of one brand is a lot to keep up with.Ive had been sponsored by Duotone and Boards & More for many years and raced at a high level, so I have a long-standing relationship and a lot of respect for the brand. By focusing on one manufacturer, were not clouded by conflicting designs or sales pitches. It allows us to be far more precise and honest with our advice, because its all based on real experience rather than brochures.WINDSURF: How important is product knowledge when advising customers?SAM LATHAM: Its absolutely fundamental. When someone comes into the shop, I want them to feel confident and safe in what theyre buying. Sometimes that means telling them not to buy something because what they already have is right for them.Were not about hard selling, and that approach really shows in the feedback we get from customers. Beginners in particular can be easily misled, and thats something Im very conscious of. If people end up on the wrong kit, they wont enjoy the sport and they wont stick with it. Good advice keeps people on the water and thats what really matters.Google Reviews: https://share.google/LSxhT4pDlbnmH38I0WINDSURF: Whats it like having Nik Baker as the Duotone importer and distributor?SAM LATHAM: Honestly, the business side almost comes second. Whats more important is having someone like Nik on the water locally. He grew up sailing here, has travelled the world, and his ability, especially in small, mushy UK wavesis on another level.From a young age, sailing alongside him has been hugely motivating. I just tried to copy him and sailing with him always made me feel like I was progressing. Nik also incredibly driven when it comes to learning new equipmentthe only way to really understand it is to use it and that feeds directly back into the shop. Its motivating, its fun and having Nik behind the business and out on the water benefits everyone.WINDSURF: What happens when the conditions are firing at home how do you fit in your own water time?SAM LATHAM: If I stop getting on the water, both my mental health and my product knowledge suffer. One of the main reasons I made this change was to spend more time sailing, enjoying my life and Im very lucky to live about 100 metres from the sea.I couldnt do it without my staff, especially Declan. Hes hugely capable, has an instructor background and gives me the confidence to step away when its windy. Sessions dont need to be longa quick lunch break or an hour after work is enough. Being that close to the water makes a massive difference.WINDSURF: What do you love most about having Worthing Watersports?SAM LATHAM: When its going well, youre basically helping people enjoy what they love. Youre selling exciting equipment to people who are passionate about their sport. On windy days when new kit is arriving and customers are buzzing, it just feels like chatting to your mates about your favourite thingexcept thats your job.WINDSURF: Do you enjoy testing products personally?SAM LATHAM: Its the best part of the job. I studied product design at university and Im very hands-onI learn by feeling equipment, not reading about it. Im also dyslexic, so practical experience is everything for me.Theres nothing better than taking a new piece of kit out, feeling the differences, and then being able to explain that clearly to customers and staff. Its also just great funwho doesnt enjoy opening a new toy and going for a blast?A customer in the first year told me I should have a YouTube channel after explaining a product to him. It was scary at first, but I did just that, and it has become huge part of product testing now!Worthing Watersports YouTubeWINDSURF: What product trends are you seeing at the moment?SAM LATHAM: Its hard to predictthe industry moves quickly and brands quite rightly keep things close to their chest. I dont think anyone saw winging coming and now its one of the biggest parts of our business.Foil assist and e-foiling have been huge too, especially here. They open up conditions that were previously unusable, and our local wave spots work brilliantly with them. I think the big focus going forward will be versatility and accessibilitymaking equipment that covers more conditions and more people.WINDSURF: Is the south coast still a UK stronghold for wind sports?SAM LATHAM: I think its often underestimated. Yes, we get south-westerlies and mushier waves, but its incredibly reliable. Where we are in West Sussex, the South Downs create strong thermals, so we often see winds five to ten knots stronger than forecast.When its windy, there are waves, and the consistent beach angle means theres usually somewhere usable across the tide. Its not always easy, but that actually makes people better sailors. Were very lucky with what we have here.See live conditions and forecast in front of the shop: https://worthingwatersports.com/pages/live-weatherWINDSURF: What are the most popular wave boards you sell locally?SAM LATHAM: The Grip 3 is the most accurate design to suit our conditions. The extra tail volume and fin lift really help in onshore conditions and strong currents. Its forgiving and gets people out through the break more easily.The Ultra Freewave is also hugely popular, especially in summer as a bigger board for bump and jump conditions. Many customers pair a Freewave with a Grip 3 as their smaller, rough-water boardits a really versatile combo for local conditions.Sams review on the Duotone Windsurfing 2026 board range:WINDSURF: How do you like the Duotone 2026 wave line-up?SAM LATHAM: Its very strong. The D/LAB wave sails have been exceptional for years, and the current range is incredibly versatile. Theyre expensive, but the performance, especially with the carbon reflex panels is unmatched.We run demos and once people try them, they usually understand the value straight away. Paired with a 100% carbon mast and a five-year warranty, its a serious package. Between us, the shop has full SLS and D/LAB sail ranges and Grip and Ultra boards available to try. We always encourage people to test the gear before purchasing.2026 Duotone Windsurfing range: https://worthingwatersports.com/collections/2026-duotone-windsurfing-equipment-boards-future-sails-worthing-watersportsRegister you interest to try the latest duotone equipment for free at Worthing Watersports here: https://worthingwatersports.com/collections/try-it-now-latest-duotone-equipment-to-testThe post WORTHING WATERSPORTS MAKEOVER: ONE BRANDENDLESS PASSION appeared first on Windsurf Magazine Online.