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:
“This acquisition marks a transformational step in our strategy to win with boaters over their lifetime – to enable frictionless transitions between ownership and shared participation models, elevate the boating experience and retain boaters on the water longer.
“It will also serve as an on-water innovation center for our electrification strategy.”
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:
“Brunswick Corporation is the largest and most well-known name in the marine industry, and we couldn’t be happier to be joining such an innovative and well-established company.
“Our established marinas, brands, and dealerships, along with the size and scale of Brunswick, will amplify and increase our customer experience to heights we never thought imaginable. There are incredible opportunities for Brunswick to continue to grow within the marine space, building around the boater and gaining significant learnings through owning and operating our businesses.
“I look forward to joining the Brunswick team and continuing to run our very successful business here in the Southeast.”