Brunswick Acquires Southeast Marine Assets

Brunswick Corporation has reached an agreement to acquire a portfolio of marine assets in the Southeast United States, including the greater Atlanta area, to expand shared access, advance its “Boating-as-a-Service” eco-system strategy with subscription based models, and fortify plans to establish a regional marine operating center that will support Freedom Boat Club and Boateka.  This acquisition provides 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.

The specific 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 the assets are part of J&R Marine Holdings. The terms of the deal were not disclosed.

Brunswick has also announced that Freedom Boat Club 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 immediately bolsters its Southeast “Super Territory” creating geographic and operational efficiencies in this market as part of its worldwide network.

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, which aligns with its Boateka offering, but also a full suite of other boater services.