behind the brand
How Blueline Became The Talk Of The Town
The Blueline brand is all about embracing the Jupiter lifestyle—the healthy, easy-going vibe of living on the water. It's more than just a store; it’s about pride in the local community, sustainability, and keeping it real with the people who share that same passion for adventure.
Blueline Surf & Paddle Co. opened its doors in 2010. Founded by Adam and Katy Whittington, the idea was never just to run a retail shop—it was about sharing their passion for paddleboarding, surfing, and the water lifestyle. Adam brought the vision, and Katy’s experience in retail helped shape the welcoming atmosphere that would set Blueline apart from the start.
In 2013, Matt Arensman came on as General Manager, helping to take the business to the next level while keeping the focus on great service and staying true to the community.
Today, the entire Blueline Staff helps to keep the brand rooted in the same values that made it the go-to spot since 2010. It’s not just about the products—it’s about living that active, laid-back, water-loving lifestyle, and feeling proud to rep the Blueline brand.
Shop The Lifestyle
Gear up for a great day in Jupiter, Florida
