WORTHING WATERSPORTS MAKEOVER: ONE BRAND…ENDLESS PASSION
WORTHING WATERSPORTS MAKEOVER: ONE BRAND…ENDLESS PASSION
WORTHING WATERSPORTS MAKEOVER: ONE BRAND…ENDLESS PASSION
Sam 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 it’s 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 friend’s very successful, high-pressure company, which gave me the confidence that I could run something myself…although, looking back, I was definitely a bit naïve about how hard it would be. I’d 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 helped…I 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 Sam’s background: https://worthingwatersports.com/pages/about-us
WINDSURF: 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, there’s 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 you’ve just done a big renovation. Did it feel like the right time for a fresh look for 2026?
SAM LATHAM: “It’s something I’ve wanted to do from day one, but realistically, we just didn’t have the budget or time early on. A full renovation…floors, 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 wasn’t 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. I’m 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 showroom…a 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: You’re a Duotone specialist shop — what does that mean exactly?
SAM LATHAM: “At the moment, we only sell Duotone products and that’s deliberate. I don’t want to sell equipment I don’t fully understand or haven’t used myself. Duotone already covers windsurfing, kitesurfing, winging, foiling and paddleboarding…even having that detailed knowledge of one brand is a lot to keep up with.
I’ve 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, we’re not clouded by conflicting designs or sales pitches. It allows us to be far more precise and honest with our advice, because it’s all based on real experience rather than brochures.”
WINDSURF: How important is product knowledge when advising customers?
SAM LATHAM: “It’s absolutely fundamental. When someone comes into the shop, I want them to feel confident and safe in what they’re buying. Sometimes that means telling them not to buy something because what they already have is right for them.
We’re not about hard selling, and that approach really shows in the feedback we get from customers. Beginners in particular can be easily misled, and that’s something I’m very conscious of. If people end up on the wrong kit, they won’t enjoy the sport and they won’t stick with it. Good advice keeps people on the water and that’s what really matters.”
Google Reviews: https://share.google/LSxhT4pDlbnmH38I0
WINDSURF: What’s it like having Nik Baker as the Duotone importer and distributor?
SAM LATHAM: “Honestly, the business side almost comes second. What’s 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 waves…is 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 equipment…the only way to really understand it is to use it and that feeds directly back into the shop. It’s motivating, it’s 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 I’m very lucky to live about 100 metres from the sea.
I couldn’t do it without my staff, especially Declan. He’s hugely capable, has an instructor background and gives me the confidence to step away when it’s windy. Sessions don’t need to be long…a 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 it’s going well, you’re basically helping people enjoy what they love. You’re 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 thing…except that’s your job.”
WINDSURF: Do you enjoy testing products personally?
SAM LATHAM: “It’s the best part of the job. I studied product design at university and I’m very hands-on…I learn by feeling equipment, not reading about it. I’m also dyslexic, so practical experience is everything for me.
There’s 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. It’s also just great fun…who doesn’t 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 – YouTube
WINDSURF: What product trends are you seeing at the moment?
SAM LATHAM: “It’s hard to predict…the industry moves quickly and brands quite rightly keep things close to their chest. I don’t think anyone saw winging coming and now it’s 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 accessibility…making equipment that covers more conditions and more people.”
WINDSURF: Is the south coast still a UK stronghold for wind sports?
SAM LATHAM: “I think it’s often underestimated. Yes, we get south-westerlies and mushier waves, but it’s 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 it’s windy, there are waves, and the consistent beach angle means there’s usually somewhere usable across the tide. It’s not always easy, but that actually makes people better sailors. We’re very lucky with what we have here.”
See live conditions and forecast in front of the shop: https://worthingwatersports.com/pages/live-weather
WINDSURF: 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. It’s 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 board…it’s a really versatile combo for local conditions.”
Sam’s review on the Duotone Windsurfing 2026 board range:
WINDSURF: How do you like the Duotone 2026 wave line-up?
SAM LATHAM: “It’s very strong. The D/LAB wave sails have been exceptional for years, and the current range is incredibly versatile. They’re 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, it’s 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-watersports
Register 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-test
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