Brunswick Corp. announced it has reached an agreement to acquire marine-industry assets in the Southeast United States. The acquisition intends to advance the company’s “boating-as-a-service” ecosystem strategy with subscription based models and to help establish a regional marine operating center that will support Freedom Boat Club and Boateka, an online pre-owned boat marketplace.
The transaction 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. All of the assets are part of J&R Marine Holdings. Terms of the deal were not disclosed.
According to Brunswick, the acquisition includes a successful portfolio of boater services that will be an innovation hub for the future of digitally led boater engagement and, over time, marine electrification.
Freedom Boat Club also will acquire the Freedom Boat Club of Lake Lanier franchise operations and territory. With the two club locations from the J&R acquisition and the two on Lake Lanier, Freedom Boat Club bolsters its Southeast “Super Territory” as part of its network of more than 340 locations worldwide.
“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,” said Brenna Preisser, president of business acceleration for Brunswick. “It will also serve as an on-water innovation center for our electrification strategy.”
“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,” said Allen Revak, president, J&R Marine Holdings. “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.”