Our Story

Welcome to Surf & Turf Instant Shelters. We are a family-run British business based in Warrington, Cheshire, and for two decades we have built more than just quality event shelters – we have built a community.

Our journey has always been guided by real people, real needs and a genuine desire to create products that make outdoor spaces easier, safer and more enjoyable for everyone.

One of our early gazebo setups at a motorsport event in the early 2000s – a glimpse of where Surf & Turf began.

An early Surf & Turf setup featuring our very first logo and van – a reminder of how far we’ve come.

Where It All Began

Our story starts long before Surf & Turf became a formal brand. In 2002, our founder Simon Lunt spent most weekends at motocross events supporting his son Daniel, who was competing across the country. It was here, trackside, that Simon first saw the growing problem faced by riders, teams and traders alike.

People were relying on cheap gazebos that failed easily, or very expensive awnings that most grassroots competitors simply couldn’t justify. Many resorted to makeshift shelters just to get through a race day. The gap for something affordable, sturdy and dependable was clear.

Recognising this, Simon began sourcing and selling the first early gazebos directly at these motocross events. As word spread and demand increased, he expanded to trade shows, motorsport events and exhibitions around the UK, gaining first-hand insight into what customers truly needed from a professional-grade pop-up gazebo.

Daniel’s motocross experience, combined with Simon’s growing involvement in the events world, shaped the foundation for what Surf & Turf would eventually become: a brand built on real outdoor event use, real customer feedback and a genuine commitment to fixing a problem the industry had overlooked.

The Meaning Behind The Name

When it came time to build the brand, the name felt obvious. Simon was an enthusiastic windsurfer – the surf – and Daniel was devoted to motocross – the turf. It perfectly captured the outdoor spirit and the family story behind the business, and the name Surf & Turf was born.

Surf & Turf Instant Shelters is Officially Founded

By 2006, after years of listening to customers, testing products at outdoor events and refining early designs in a small workshop at Simon’s home in Cheshire (built by Daniel whilst he was learning a trade), Surf & Turf Instant Shelters officially launched.

The very first shelters were simpler versions of what we offer today. Our gazebos have been shaped heavily by real user experience, honest feedback and continuous improvements.

Our Journey Through the Years

2002

Simon begins attending motocross events to support his son Daniel, spotting a common problem: riders, teams and traders were relying on cheap, flimsy gazebos or expensive awnings that few could afford. This experience inspired the idea for a more affordable, durable and professional-grade shelter, setting the foundation for Surf & Turf.

2003

As demand grew from motocross events and local shows, Simon built a small warehouse and workshop at his home in Cheshire, turning a passion into a structured operation. This early setup allowed him to start producing gazebos that could withstand real-world use.

2004

Our first employee, Graham (known internally & to familiar faces at trade shows as “Cowie”), joined the team. This marked the beginning of our family-like approach to staffing, with every team member playing a vital role in building the business and supporting our growing customer base.

2005

Operations soon outgrew the home workshop, prompting a move to Moss Side Lane. With larger premises, we could increase production, store more stock and serve more customers, cementing our reputation for reliable, sturdy pop-up gazebos.

2006

Surf & Turf Instant Shelters is officially founded, with a heavy focus on durability, practicality and affordability. Originally aimed at the motocross community, the range quickly attracted interest from market traders, grassroots sports clubs, and established organisations like the BBC, Army and Police.

2009

Daniel officially joins the company, having grown up around the business. He had spent years alongside his father, learning every detail about design, construction and customer service as the company was being built. With fresh ideas and a shared passion for quality, Daniel became a driving force in the company’s next chapter.

2010

We launched our first custom-printed event flags, designed to complement our gazebos and make setups stand out even further. This was the start of our journey into branding and bespoke solutions, helping customers create professional and eye-catching displays.

2011

Surf & Turf expands internationally with a branch in Toronto, Canada, reflecting growing demand overseas. At the same time, we move to our new HQ at Tatton Court, a much larger premises, allowing us to scale production, storage and operations to meet the needs of our expanding customer base.

2012

All vinyl printing is brought in-house with the purchase of our first large-format printer. This investment allowed us to deliver faster turnaround times and greater quality control, setting a new standard for branded pop-up gazebos and promotional accessories.

2013

As our reputation grows across Europe, we acquire a second unit to house additional stock and streamline operations. Surf & Turf branches in Hungary and Sweden also launch, marking our first significant international expansion and demonstrating our commitment to meeting demand across mainland Europe.

2015

We launch our in-house Design & Print Studio, equipped with advanced dye-sublimation technology, professional graphic design software and a dedicated creative team. This development not only allows us to print high-quality, fully customised branded gazebos and promotional items, but also to support customers through every stage of the design process. Our graphics team begins producing detailed 3D gazebo proof mock-ups, working closely with customers to refine layouts, colours and branding – whether using supplied artwork or creating completely bespoke designs from scratch.

The studio also enables us to redraw low-quality raster logos into clean vector artwork, ensuring flawless print results, and even to create new logos for start-ups and rebrands. Bringing all of this in-house provides a truly personal, collaborative experience with fast turnaround times, strengthening Surf & Turf’s position as a complete, one-stop solution for both professional shelter systems and fully tailored event branding.

2017

After identifying a gap in the market for premium shade solutions, Daniel launched Instashade Parasols, a sister brand specialising in commercial-grade parasols. This diversification demonstrates our expertise in outdoor shelters and our ability to respond to evolving customer requirements.

2018

Instashade Europe is launched, covering Belgium, France, the Netherlands and Germany, expanding our reach and bringing premium outdoor shade & shelter solutions to European businesses and communities.

2019

Daniel’s wife Sara joins the business, taking on a senior operations role and driving Surf & Turf into its next stage of growth, while keeping the company grounded in its family-run values.

2020

The global pandemic posed unprecedented challenges for businesses and communities. We adapted by helping our customers create professional and safe outdoor spaces, supporting hospitality venues and event organisers in navigating a difficult period. At the same time, we worked closely with the NHS, providing shelters for testing facilities and other critical services. We were proud to help the amazing frontline teams continue their vital work safely and effectively.

2021

With ongoing restrictions, we continued working closely with businesses and community organisations to design and deliver outdoor dining and social areas that were safe, welcoming and functional, helping businesses make the most of their space and generate revenue effectively while adapting to the ever-changing post-COVID landscape – reflecting our commitment to supporting communities even in challenging times.

2022

Both Surf & Turf and Instashade experienced strong demand as customers returned to hosting events, dining outdoors and reconnecting with communities. The focus remained on quality, reliability and service, helping customers rebuild with confidence.

2023

We expanded our in-house production capabilities even further by bringing on a dedicated in-house seamstress, enabling us to produce an even wider range of gazebo and promotional related products. This allows faster turnaround times and greater flexibility, keeping us ahead of competitors and maintaining our standard of craftsmanship.

Who We Are Today

Although we have grown over the years, we remain proudly family-run and deeply connected to our customers. With Daniel & Sara now at the helm, we continue to build on the foundations laid over two decades ago – creating durable, dependable, professional-grade shelters designed for real life.

We care just as much about supporting small independent businesses and local clubs as we do supplying globally recognised organisations. Every gazebo, promotional product and event accessory is made with the same attention to detail and values that shaped our early days in that garden workshop.

Our commitment extends beyond quality and service. We are increasingly focused on eco-conscious practices, from our eco range of products and environmentally friendly materials for products such as banners and flags, to upcycling offcuts and old canopies into new items donated to charities and community organisations. This approach reflects our dedication to supporting communities and the environment, while continuing to innovate sustainably.

We also continue to strengthen long-standing relationships across numerous industries, foster new partnerships, and enhance every aspect of our in-house production and print capabilities, introducing new products and printing methods to better serve our customers.

Looking To The Future

As Surf & Turf continues to grow, our values remain at the centre of everything we do. We are constantly exploring ways to expand our capabilities, improve service and create even more tailored solutions for our customers. The next chapter of our journey promises exciting new developments to support our ongoing growth.

Thank you for being part of our story and helping us build not just shelters, but a connected, thriving community.