Brunswick acquires Freedom Boat Club
At the time of the recent sale of its fitness business, the Brunswick group announced its intention to refocus on the marine industry, particularly in services, and to develop its business through acquisitions and external growth. A week later, this strategy has found its first illustration. The U.S. group announced plans to acquire Freedom Boat Club, a pioneer and leader in boat clubs across the Atlantic. It will become part of the Business Acceleration group and will keep its management led by John Giglio. The financial terms of the transaction were not disclosed. It should be finalized in the second quarter of 2019.
Pioneer of the Boat Club
Created in 1989 in the United States, Freedom Boat Club was one of the pioneers in launching this boating offer, on the border between boat ownership and rental. It now boasts the largest network of franchisees, with 20,000 boating members and a fleet of 2,200 boats. The brand is present in 30 U.S. states, Canada and Europe. In 2018, it has signed a partnership with Jeanneau in France for its development in the country .
No conflict with the Jeanneau card
The takeover of Freedom Boat Club by the Brunswick group, the main competitor in the manufacture of pleasure boats of the Bénéteau group, owner of Jeanneau, could have worried its network. Eric Vivet, head of West Yacht Broker in La Rochelle, the first member of the Jeanneau network to have joined the Freedom Boat Club, does not see it that way. "It's a reinforcement of the objectives and the means. This is positive. On the French level, it will be more of an acceleration. We have a big operation in La Rochelle at the end of June for the first season of the boat club and the bosses of Freedom Boat Club are coming to support us. On the other hand, we will be on the Jeanneau stand at the Grand Pavois as planned. Today, it doesn't change anything. There is a synergy of means between those who manufacture boats and the services and this reinforces our work of educating people about what a boat club is. We have done a lot of work to Europeanize and Frenchify the Freedom formula and our clients are delighted!"
