ABOUT

With more than 20 years of experience in SUP and surfing, Ben launched PRIORITY in 2015 with a mission to share the sport he loves. What began as his personal passion has grown into one of Bali’s leading SUP brands - a company deeply rooted in the island’s coastal lifestyle.

Dedication to quality, safety, and authentic ocean experiences guides every aspect of Priority.

Located just steps from Kelan Beach, our Bali base serves as a full-service hub for lessons, tours, rentals, and continuous product innovation.

We offer a wide range of water experiences, including beginner lessons, sunset SUP sessions, surf-style SUP coaching, and hydrofoil adventures.

At Priority SUP, we design and build our boards locally in Bali.

Each board is shaped, tested, and refined by our team of riders to ensure strong performance, long-lasting durability, and authentic surf-inspired design.

Beyond lessons and tours, we provide high-quality equipment - from hardboards and foil boards to paddles and accessories.

share the joy of SUP and surfing with everyone.

Whether you are just beginning or advancing your skills, our certified instructors and premium equipment make it easy to learn, progress, and enjoy the water.

Every ride and every moment is designed to matter.

From the boards we craft to the adventures we guide, our focus is on elevating every paddler who joins us. We welcome riders of all levels, support a strong and growing community, and celebrate the lifestyle that stand-up paddleboarding brings to Bali and beyond.