The Bluefin Group

Bluefin Trading is a British, family-run eCommerce company built on a passion for innovation in the sports and wellness industries. Since 2013, we’ve been designing, manufacturing, and selling premium yet affordable products across three brands: Bluefin SUP, Bluefin Fitness, and Huddle. Our journey began with Bluefin Fitness, which quickly became the UK’s best-selling vibration plate brand. Five years later, we launched Bluefin SUP, inspired by our family’s love of paddleboarding. The brand has since become one of Europe’s most recognised names in paddleboarding, with its award-winning Cruise Carbon setting the benchmark for performance and durability. In summer 2025, Bluefin SUP launched the Evolution Series, a new era of paddleboards built on years of design refinement, customer feedback, and on-water experience. The range combines next-generation construction with improved performance, showcasing how far the sport and our brand have come. Our newest brand, Huddle, has brought advanced comfort technology to homes across the UK and Europe. Our Never Deflate™ Air Bed keeps fully inflated overnight, a first in the category and earned Good Housekeeping’s #1 Air Bed for 2025. Today, Bluefin operates globally with a growing, dedicated team supporting customers and partners around the world. We’ve been ranked #15 in the Sunday Times Fast Track Awards, received the Queen’s Award for Enterprise: International Trade, and featured in the Financial Times Europe’s Fastest-Growing Companies, placing #2 in the UK eCommerce sector. Our mission remains the same: to make high-quality, thoughtfully designed products that inspire active living and deliver lasting value.