Jarrett Esman Wins 2026 Sonny Award at the Sun Bum Sonny Awards

Key Takeaways:

• SoHa Surf Shop attended the 50th Anniversary of Surf Expo in Orlando, Florida.

• Sun Bum's Sonny Awards honored shops and individuals keeping surf culture alive.

• Jarrett Esman was named Sales Associate of the Year — a huge honor for SoHa and the South Haven surf community.

• The Sonny trophies are crafted by the same artists behind the MTV Moon Man awards.

• This trip marked a milestone moment in SoHa Surf Shop's journey — bringing recognition and inspiration back home.

On January 8, 2026, the SoHa Surf Shop team had the incredible opportunity to travel to Orlando, Florida for a week filled with milestones, memories, and major recognition within the surf industry.

The trip centered around two iconic events:

• Surf Expo’s 50th Anniversary, the longest-running watersports and coastal lifestyle trade show in the country
• The annual Sun Bum Sonny Awards, an invite-only celebration honoring surf shops and individuals who keep surf culture thriving

The highlight of it all was seeing our very own Jarrett Esman named Sales Associate of the Year. It was a proud moment not just for Jarrett, but for our entire shop and the South Haven surf community.

Representing SoHa at Surf Expo’s 50th Anniversary

Jarrett, Max, and I flew down representing SoHa Surf Shop out of South Haven, Michigan, and the energy at Surf Expo was unforgettable. Celebrating its 50th anniversary, this year’s show felt like both a tribute to surf history and a look into the future of the industry.

Surf Expo brings together surf, swim, skate, resort, outdoor, and lifestyle brands from around the world. From long-established legacy brands to exciting new up-and-comers, the show is where retailers connect directly with the people shaping what’s next.

For surf shops like ours, Surf Expo is about much more than placing orders. It’s about relationships, collaboration, and staying connected to the culture that drives our business. The conversations and partnerships built there directly influence what we bring back to the shop for our customers in South Haven.

What Are the Sun Bum Sonny Awards?

The Sun Bum Sonny Awards celebrate surf shops and individuals who help preserve and grow surf culture within their communities. Hosted annually by Sun Bum, the awards are a heartfelt way of recognizing the people on the front lines of surf retail.

The Sonny trophies themselves are crafted by the same artists who create the iconic MTV Moon Man awards, making them a true honor to receive.

Sun Bum’s story began at the January 2010 Surf Expo, which made celebrating the Sonny Awards during Expo’s 50th anniversary especially meaningful. For Sun Bum, the night is about giving thanks to the specialty surf shops and team members who helped build the brand—one relationship at a time.

The evening brought together retailers, brand partners, ambassadors, and special guests like Tosh Tudor and Kobe Hughes, creating an atmosphere that felt more like a reunion than a traditional awards ceremony.

Jarrett Esman: Sales Associate of the Year 🏆

When Scott Anderson stepped up to present the Sales Associate of the Year award, we couldn’t have been more proud to hear Jarrett’s name called.

Jarrett is the kind of person who makes SoHa Surf Shop what it is. He shows up every day with knowledge, patience, and a genuine passion for helping people—whether that’s finding the right gear, answering questions, or simply making customers feel welcome.

Seeing him receive the 22-pound Sonny Trophy on a national stage was a powerful moment. It was recognition not just of his sales ability, but of his work ethic, authenticity, and commitment to surf culture.

This award means a lot to us because it reflects exactly what Jarrett brings to the shop—and why customers love working with him.

A Huge Thank You

We are incredibly thankful to Scott and Todd Anderson. They are outstanding reps and even better people, and we truly appreciate them putting Jarrett up for this award. Their support and belief in our team mean more than we can say.

2026 Sonny Award Winners

• Specialty Retailer of the Year: Seacoast Sports and Outfitters — Kiawah Island, South Carolina
• Surf Retailer of the Year: Brave New World Surf and Snow — Point Pleasant, New Jersey
• Canadian Retailer of the Year: The Circle Kids — Whistler, British Columbia
• Sales Associate of the Year: Jarrett Esman — SoHa Surf Shop, South Haven, Michigan
• Camp of the Year: City Surf Project — San Francisco, California
• Brand Fan of the Year: Oscar McMillian — San Francisco, California
• Bum of the Year: Lance “Lance O” O’Brien

Proud Is an Understatement

Between Surf Expo’s historic 50th anniversary and Jarrett’s well-earned recognition, this trip is one we’ll never forget. It reminded us why we do what we do—and how important the people behind the counter truly are.

Jarrett, we’re incredibly proud of you. Your award reflects everything you bring to SoHa Surf Shop, and we’re lucky to have you on our team.

Thank you to Sun Bum, Surf Expo, and everyone who made this experience possible. We’re proud to represent South Haven and excited to bring the inspiration, energy, and ideas from this trip back to the shop. 🌊🤙