We have had over a month now introducing the sport of SUP to our guests, mostly all from Sweden.  As it turns out, they really like the sport very much but just need to get into the water and give it a try.  We have taught more people how to surf on the waves in the first month, than most places could teach in a year.  The conditions have been nearly perfect for beginners, with wave conditions generally the right size for learning to surf.  There have been a few days with wave heights too big for the newbies, but that was great for the more advanced surfers who have never surfed a 2 meter wave in Thailand in December.  Now the conditions have settled down a bit and the flat water paddles are becoming more common than waves, but the clear water conditions are great for taking the kids on a fish hunting expedition.  
It seems the Swedish and Norwegian people already have a fondness for the sport of SUP as you can see from the SUP surfing article webpage here: