Brunswick creates ‘super territory’ with new acquisitions

25th April 2022

Brunswick creates ‘super territory’ with new acquisitions

Illinois-based Brunswick Corporation has reached an agreement to acquire a portfolio of marine assets in the Southeast United States, to create a ’super territory’ as part of its network of more than 340 locations worldwide.

This creation of the ‘super territory’ in the greater Atlanta area will support its Freedom Boat Club and Boateka brands in expanding shared access, and advance its ‘Boating-as-a-Service’ eco-system strategy with subscription-based models.

The acquisition from J&R Marine Holdings includes the Freedom Boat Club of Lake Hartwell Franchise territory with two club locations, four marinas, and Eclipse Marine Group, a leading boat dealer in the Southeast with four locations.

Freedom Boat Club will also acquire the Freedom Boat Club of Lake Lanier franchise operations and territory, with both purchases providing on-water infrastructure, points of distribution, an experienced team and a successful portfolio of boater services that will serve as an innovation hub for the future of digitally-led boater engagement and, over time, marine electrification.

Brenna Preisser, Brunswick Corporation’s President of Business Acceleration, said:

These acquisitions enable opportunities across a wide spectrum, building upon the growth Brunswick has cultivated throughout its shared access portfolio and new digital platforms. It delivers an expanded suite of offerings for boaters, not just pre-owned boat sales, but also a full suite of other services.

Allen Revak, J&R Marine Holdings’ President, commented:

About Brunswick Corporation


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