Freedom Boat Club: Brunswick's Next Move

Brunswick Corporation has expanded its global marine portfolio by acquiring Freedom Boat Club, the world's largest and oldest boat club operator. Since the acquisition in 2019, Freedom Boat Club has doubled in size, adding 180 new locations and growing its membership to over 90,000 members. The company has expanded internationally, with a presence in Europe and Australia, and plans to continue its rapid growth by opening its 400th club location.

Brunswick's acquisition of Freedom Boat Club

Brunswick Corporation's acquisition of Freedom Boat Club in 2019 has seen the company expand its footprint by over 230 locations, including more than 40 international locations across Europe and Australia.

Freedom Boat Club, the world's largest and oldest boat club, has seen rapid growth since its acquisition by Brunswick. The company has more than 90,000 members across its global network, with a significant proportion of women members, attracting first-time, diverse, and younger boaters.

Brunswick's acquisition strategy aimed to reinforce a great customer experience, as stated by Brenna Preisser, President of Brunswick Business Acceleration. The acquisition has retained Freedom President John Giglio, who has overseen the company's growth to 185 locations, with over 150 franchises.

The expansion of Freedom Boat Club under Brunswick's ownership has been driven by both corporate and franchise growth. The company has established a strong presence in North America, Canada, and Europe, with a recent focus on expanding its international footprint, including its first UK location in Portsmouth and its 400th location in Jupiter, Florida.

Brunswick's portfolio of marine recreation brands and technology-driven solutions has likely contributed to the successful expansion of Freedom Boat Club, providing synergies and resources to enhance the customer experience and attract new members.

Expansion plans

Since its acquisition by Brunswick Corporation in 2019, Freedom Boat Club has more than doubled its number of locations, with its 350th location announced in April 2022. The company has experienced rapid growth, particularly in Europe, with a presence in France, the United Kingdom, Spain, and Scandinavia.

Freedom Boat Club's expansion strategy focuses on both corporate and franchise growth across North America, Canada, and Europe. The company has acquired several corporate locations, forming "super territories" in desirable boating destinations such as Chicago, New York, Spain, and Atlanta.

The company's franchise expansion has also been significant, with new territories added across the U.S., Canada, and Europe. Many experienced franchise owners are expanding their territories and adding new locations and boats to their fleets.

By July 2023, Freedom Boat Club had announced plans for its 400th club location in Jupiter, Florida, demonstrating its continued commitment to growth and expansion. The company's global network has grown to over 90,000 members, with a significant proportion of women and first-time, diverse, and younger boaters.

Freedom Boat Club's expansion plans are driven by its mission to "`democratize boating`" and provide access and training to new boaters, while also retaining members over the long term. The company aims to provide a subscription-based boating model that offers a pathway for new entrants to enjoy the on-water lifestyle.

With a strong foundation and momentum, Freedom Boat Club continues to execute its strategic growth plan, solidifying its position as the world's largest and oldest boat club.

Memberships and costs

Freedom Boat Club, a division of Brunswick Corporation, is the world's oldest and largest boat club. It offers an alternative to boat rental and boat ownership, providing its members with access to a large fleet of recreational boats of all sizes and classes.

Memberships vary in cost, ranging from $1,000 to $7,000, plus a monthly fee and fuel costs. The variation in price is due to the location-based nature of the memberships, similar to real estate.

As of January 2024, Freedom Boat Club has over 90,000 members worldwide, with more than one-third of them being women. The club has experienced significant growth, particularly in its franchise operations, attracting new boaters at a rapid pace.

The club's subscription-based boating model offers a convenient and affordable option for those seeking to enjoy the on-water lifestyle without the hassle and expenses associated with boat ownership. Members can choose from a variety of boats, including flats boats, bay boats, center consoles, pontoon boats, deck boats, and bowriders, depending on their preferences and needs.

With over 400 locations in 34 U.S. states, Canada, the UK, Europe, and Australia, Freedom Boat Club continues to expand its global presence, providing members with access to a vast network of boating destinations.

Freedom's customer experience

Freedom Boat Club, a division of Brunswick Corporation, is the world's oldest and largest boat club with over 400 locations in 34 U.S. states, Canada, the UK, Europe, and Australia. The company provides its members with access to a large fleet of recreational boats of all sizes and classes, offering a hassle-free and affordable boating experience.

Since its acquisition by Brunswick in 2019, Freedom Boat Club has more than doubled its number of locations, with a focus on expanding boating participation through convenient, shared-access models. This rapid growth is driven by both corporate and franchise expansion, with a significant increase in franchise territories and new locations added to the Freedom network.

Freedom Boat Club's customer experience is centred around providing a "hassle-free recreational boating experience" for its members. The company offers a range of boats, from flats boats and bay boats to pontoon boats and deck boats, ensuring variety and availability for its members. The reservation system allows members to book boats even on short notice, and the company maintains a good boat-to-member ratio to ensure accessibility.

The customer experience is further enhanced by the convenience and ease that Freedom Boat Club offers. Members can avoid the hassle of boat ownership, such as towing and maintenance, and instead, focus on enjoying their boating trips. The company also provides training for new boaters and aims to retain members over their lifetime by offering a frictionless boater experience.

With a commitment to expanding marine participation and delivering remarkable member experiences, Freedom Boat Club continues to execute its strategic growth plan successfully. The company's focus on customer satisfaction and its dedication to providing exceptional on-water experiences have contributed to its success and recognition as a best-in-class boat club operator.

Freedom's franchise opportunities

Freedom Boat Club, a division of Brunswick Corporation, offers franchise opportunities for those interested in becoming their own boss. As the world's oldest and largest boat club, Freedom Boat Club provides its members with access to a large fleet of recreational boats of all sizes and classes. The company has experienced significant growth, particularly since its acquisition by Brunswick Corporation in 2019, expanding from 170 locations to over 400 locations worldwide, including international locations in Europe, the UK, and Australia.

The success of Freedom Boat Club's franchise model is evident through its rapid expansion. In less than four years, the company has added more than 230 new locations, with a significant number of new territories represented across the US, Canada, and Europe. This growth is supported by both corporate and franchise expansion, demonstrating the strong demand for the club's services.

The Freedom Boat Club franchise model offers several benefits and opportunities for franchise owners and operators. Firstly, it provides a unique business opportunity in the marine recreation industry, which is typically capital-intensive and challenging to enter. By becoming a franchisee, individuals can leverage the Freedom Boat Club brand and infrastructure to establish their own successful boat club business.

Secondly, the franchise model allows for flexibility and customization. Franchise owners can tailor their clubs to meet the specific demands and preferences of their local markets, ensuring a strong value proposition for their members. This flexibility is evident in the varying membership fees, which range from $1,000 to $7,000, depending on the location.

Lastly, the Freedom Boat Club franchise benefits from the support and resources provided by Brunswick Corporation. As a leading global company in marine recreation, Brunswick offers its expertise, innovative technologies, and extensive portfolio of marine brands to enhance the franchisee's business. This includes access to leading consumer brands such as Mercury Marine outboard engines, Mercury MerCruiser sterndrive packages, and a range of boat brands like Boston Whaler, Sea Ray, and Bayliner.

In conclusion, the Freedom Boat Club franchise opportunities present a unique and attractive proposition for aspiring business owners. With the support of Brunswick Corporation and a proven business model, franchise owners can capitalize on the growing demand for alternative boat rental and ownership options. By providing convenient access to recreational boating, Freedom Boat Club franchises offer a hassle-free experience for their members while driving strong growth and expansion worldwide.

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