Reach new boaters
If Brunswick's Next Wave strategic plan for 2021-2023 is based on technology with electrification mentioned in the first part of our article, the American leader in yachting is also counting on marketing and services for its future growth. The objective, as for all players in the market, is to attract new boaters. The Business Acceleration division is in charge of this dynamic, alongside the other entities of the group. Dave Foulkes, CEO of the Brunswick Group, points out that the brands' customers are two years younger than those of their competitors, without giving their age. By relying on services, he expects to strengthen this advantage with new boaters to accelerate growth.
Freedom Boat Club, gateway to boating
The world's largest boat club network, acquired by the Brunswick Group in 2019, Freedom Boat Club is at the heart of its strategy. Brenna Preisser, head of the Business Acceleration division, is banking on the brand to carry the momentum initiated with a move from 170 bases in 2019 to 275 in 2021. She is targeting double-digit growth. Europe, the 2nd largest market for yachting after the USA, is in the sights. "Boating as a service is the future," insists Brenna Preisser. 57% of Freedom Boat Club's customers were boat owners before, while 5% of them could acquire a boat within 24 months. Freedom Boat Club is a link for Brunswick to gain new buyers and retain customers who would have stopped boating.
Business Acceleration is targeting $100 million in 2024 through the boat club and synergies with dealers. The network wants to reach 400 bases, with 65,000 members and 6,500 boats, up from 40,000 members and 3,200 boats in 2021.
Designing new boats and services
The developments involve new services on the boats and on land. The development of the Boateka online used boat sales platform and Boat Class navigation courses are among them. It also involves equipment to facilitate the use of boats. The Advanced System Group (ASG) division will launch its first DockSense automatic docking system for Boston Whaler in 2021. The CZone Mobile system will be deployed on the SeaRay and Boston Whaler brands to take advantage of boat information control from land or onboard. It is expected to be offered to customer shipyards as an OEM soon.
A new brand of boats: Revo
Brunswick Boat Group (BBG) will also launch a new boat brand in late 2021, called Revo. "It is targeted at emerging boating consumers and will include innovations not only in how we design the product, but also in how we approach the market to attract these customers, offering personalized online shopping assistance. This new brand will be positioned around the creation of a fun lifestyle, to attract young outdoor enthusiasts and fishermen who do not currently own a boat" explains Aine Denari, head of BBG.
Models will also be specifically designed to accelerate Freedom Boat Club's growth.
