MarineMax acquires on-demand service platform

The nation’s largest recreational boat and yacht retailer is digitally connecting boat-owners with service providers.

MarineMax Inc. has acquired Boatyard, an on-demand digital boating services platform. Through this technology acquisition, MarineMax says it seeks to save customers time. The new MarineMax Customer Experience Platform will be led by Boatyard Founder and CEO Nathan Heber, who will become president of Boatyard at MarineMax.

The Boatyard digital platform will include a range of on-demand services to streamline the boating experience by qualified service providers with a few clicks on a smartphone. Boatyard enables boat-owners to curate services and communicate with service providers.

“As MarineMax continues to leverage its investments in technology, the addition of Boatyard will be a key focus for the organization,” said W. Brett McGill, CEO and president of MarineMax. “We believe this digital platform can become an accelerator in MarineMax’s evolving strategy to enhance and further transform the boating experience. I look forward to Nathan and his team building on our digital experience for our customers, and to continue bringing innovative solutions to our industry.”

Boatyard will remain an independent brand while also serving as the customer experience platform for MarineMax customers. Terms of the transaction were not disclosed.

Headquartered in Clearwater, Fla., MarineMax currently has 59 retail locations in Alabama, Connecticut, Florida, Georgia, Maryland, Massachusetts, Minnesota, Missouri, New Jersey, New York, North Carolina, Ohio, Oklahoma, Rhode Island, South Carolina, and Texas. MarineMax also owns Fraser Yachts Group, a superyacht brokerage and luxury yacht services company with operations in multiple countries and MarineMax Vacations in Tortola, British Virgin Islands.