Bay Marine

What Bay Marine does

Bay Marine is a family-owned boat and yacht dealership and brokerage founded circa 1968 in Sturgeon Bay, Wisconsin, currently operating as a subsidiary of Boats Group. The company sells new and pre-owned powerboats and luxury motor yachts through five physical showrooms across Wisconsin, Illinois, Michigan, Ohio, and Southwest Florida, representing premium manufacturers including Riviera, Sabre, Back Cove, Belize, Wellcraft, Everglades, Edgewater, Nautique, Crevalle, and Front Runner. Listed inventory spans approximately $649,900 to over $3.29M per vessel, with 162 boats (40 new, 122 used) advertised on the Boats Group-powered website. Beyond sales, Bay Marine operates brokerage services for buyers and sellers, a co-brokerage network, and full-service yards through its strategic partner TopSide, with factory-certified technicians handling mechanical, fiberglass, gel coat, painting, carpentry, canvas, and rigging work for vessels 18'-90'.

The company's business model combines one-time transaction revenue from boat sales with recurring or repeat-customer revenue from service, storage, marina, financing, insurance, and warranty products. GTM is primarily enterprise field sales through physical showrooms, supplemented by a digital channel (Boats Group website with nationwide co-brokerage search) and organic social media. Pricing is transaction-based and per-vessel, with service and marina fees quoted on a custom basis. Bay Marine's core technology is the Boats Group digital platform powering inventory management, search, and online listings; the company itself has no disclosed proprietary technology, AI/ML capabilities, or app products. Customer segments are predominantly high-net-worth individuals purchasing for recreational boating, Great Loop cruising, sport fishing, and coastal day-cruising, segmented geographically between Great Lakes freshwater boaters and Florida Gulf Coast boaters.

Ownership remains with the founding Felhofer family (Mark and Matt Felhofer), and the company's value proposition rests on 50+ years of operating history, premium brand appointments, factory-certified service capabilities, and a multi-state regional footprint that provides both physical access and after-sale support across two major U.S. boating markets.

Name

Bay Marine

Legal name

Bay Marine Yacht Sales

Website

https://www.baymarine.net/

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Bay Marine is a family-owned boat and yacht dealership and brokerage operating five showrooms across the Great Lakes and Southwest Florida, selling premium new and pre-owned powerboats and motor yachts alongside brokerage, service, storage, marina, financing, and insurance products for high-net-worth individual buyers.

Ownership category

akta.pro rank

Product category

Boat Dealership and Brokerage

NAICS

Boat Dealers (441222), Ship Building and Repairing (336611)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Luxury Yacht Systems Integration & Commissioning (Shipyard) (IMAJAMAI)

akta.pro secondary industries

Marine Outfitting & Interior Refurbishment (TLAKAKAL), Marine & Boat Finance (FSAKADAH)

Keywords

• Yacht dealership
• Boat brokerage
• Marine services
• Boat sales
• Marina storage

Headquarters

HQ city

Sturgeon Bay

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Boat Sales: Bay Marine generates primary revenue through the sale of new and pre-owned boats, acting as a dealer/broker for multiple luxury yacht brands. They represent premium boat manufacturers including Riviera, Back Cove, Sabre, Wellcraft, Everglades, Edgewater, Belize, and others. Boat sales range from $649,900 to over $3 million for high-end yachts.
2. Boat Brokerage Services: The company offers boat and yacht brokerage services for customers looking to sell their vessels, connecting buyers and sellers through their network and co-brokerage partnerships.
3. Service, Storage and Marina: Bay Marine operates service departments and marina facilities at their locations, providing maintenance, repairs, refits, and storage for boats ranging from 18 to 90 feet.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Bay Marine is a multi-brand boat dealership and brokerage that sells new and pre-owned luxury powerboats and yachts (Riviera, Back Cove, Sabre, Wellcraft, Everglades, Edgewater, Belize and others) through five showrooms across the Great Lakes and Southwest Florida. Complementary offerings include boat and yacht brokerage services, boat financing and insurance facilitation, warranty protection, boat valuation, and full-service marina, storage, and mechanical/refit yards operated via TopSide for vessels 18'-90'.

Product overview

Bay Marine is a family-owned boat and yacht dealership/brokerage with over 50 years of experience, operating as a unified product offering centered on boat sales and marine services. The core business combines new and used boat sales through multiple showrooms (Wisconsin, Illinois, Michigan, Ohio, and Florida) with complementary services including brokerage, financing, insurance, warranty protection, and service/storage facilities. Their portfolio includes premium boat brands such as Back Cove Yachts, Belize Yachts, Riviera Yachts, Sabre Yachts, Edgewater, Everglades, Wellcraft, Nautique, Crevalle, and Front Runner. Service operations are managed by TopSide, providing factory-trained technicians for boats 18'-90'. The company also forms strategic partnerships with marine equipment manufacturers including Garmin, Mercury Marine, Raymarine, Volvo Penta, Yanmar, Seakeeper, and Yamaha.

Differentiator

Problem solved

Functional benefit

Products and services

• New Boat Sales

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Back Cove YachtscoreChannel Partner/ Reseller/ DistributorBay Marine is an authorized dealer for Back Cove Yachts, representing the brand across their Great Lakes and Florida locations. Back Cove builds diesel-powered express cruisers and motor yachts.
• Riviera YachtscoreChannel Partner/ Reseller/ DistributorBay Marine is an authorized dealer for Riviera Yachts, an Australian luxury motor yacht manufacturer. Riviera builds sport yachts, SUVs, and flybridge motoryachts.
• Sabre YachtscoreChannel Partner/ Reseller/ DistributorBay Marine represents Sabre Yachts, a Maine-based manufacturer of Downeast-style motor yachts known for traditional craftsmanship and modern engineering.
• Wellcraft BoatscoreChannel Partner/ Reseller/ DistributorBay Marine is an authorized dealer for Wellcraft Boats, a manufacturer of center consoles and sport fishing vessels designed for performance and fishing capabilities.
• EvergladescoreChannel Partner/ Reseller/ DistributorBay Marine represents Everglades boats, a manufacturer known for luxury center consoles and crossover vessels with fishing capabilities.
• EdgewatercoreChannel Partner/ Reseller/ DistributorBay Marine is an authorized dealer for Edgewater boats, building offshore center consoles and fishing vessels known for deep-V hull designs.
• Belize YachtsminorChannel Partner/ Reseller/ DistributorBay Marine represents Belize Yachts, an Australian manufacturer of luxury motor yachts combining performance with elegant design.
• TopSidecoreStrategic or Co-development PartnerBay Marine's service departments are operated by TopSide, providing world-class service yards with factory-trained and certified technicians specializing in mechanical repairs, refits, fiberglass, gel coat, painting, carpentry, canvas and rigging for boats 18'-90'.
• Boats GroupcoreTechnology or IntegrationBay Marine's website and inventory system is powered by Boats Group, providing the digital platform for inventory management, nationwide boat search, co-brokerage listings, and online customer engagement.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bosun's Marine: Bosun's Marine operates multi-location boat dealerships across the Northeast, Great Lakes, and Florida, including yacht brokerage and service. Comparable on multi-region multi-brand dealer model; differs by Northeast concentration and broader mid-market brand portfolio.
• MarineMax: MarineMax is the largest US recreational boat and yacht retailer, operating 130+ locations nationwide including Florida and Great Lakes markets. Directly comparable as a multi-brand luxury dealer/broker with significant service and marina operations; differs by being publicly traded and dramatically larger scale.
• HMY Yacht Sales: HMY is a multi-location yacht dealership and brokerage, strongest in the Southeast US, representing Viking, Princess, Pursuit, and other premium brands. Closely comparable on luxury brand portfolio and brokerage model; differs by geographic concentration in FL/SE vs. Bay Marine's dual-coast strategy.
• Skipper Bud's: Skipper Bud's is a Great Lakes-focused multi-location boat dealer with strong Wisconsin and Michigan presence, representing brands like Sea Ray, Boston Whaler, and Meridian. Closely comparable to Bay Marine's Great Lakes locations and customer base; differs by less premium positioning and no Florida footprint.
• OneWater Marine: OneWater is a publicly traded multi-brand boat retailer with 100+ locations across the US, formed via aggressive dealer roll-up. Directly comparable business model (multi-brand dealer, brokerage, service, marina); differs by national footprint, public market access, and PE-backed growth strategy.
• Denison Yachting: Denison is a large yacht brokerage and dealer with multiple US locations and a strong co-brokerage network. Comparable to Bay Marine on brokerage focus and luxury yacht customer base; differs by being brokerage-led rather than new-boat dealer-led and lacking the service-yard depth.
• Jeff Brown Yachts: Jeff Brown Yachts is a long-established family-owned luxury yacht dealer representing premium brands (Viking, Princess, Regulator) with locations in Southern California and Mexico. Comparable on family ownership, premium brand portfolio, and full-service yacht dealership model; differs by West Coast/Mexico geography.
• Galati Yacht Sales: Galati is a long-established family-owned luxury yacht dealer on the US Gulf Coast, representing premium brands (Viking, Princess, Prestige, Hatteras, Valhalla). Most comparable peer to Bay Marine on family-ownership, premium-brand focus, and full-service brokerage + service model; differs by single-region (Gulf) focus.
• Beacon Marine: Beacon Marine is a Midwest boat dealer with locations in Michigan, representing premium brands and offering brokerage and service. Comparable on Great Lakes presence and multi-brand dealer model; differs by smaller scale and narrower brand portfolio than Bay Marine.
• Hall Marine Group: Hall Marine is a premium boat dealer on Lake Lanier (Georgia) and Lake Keowee (South Carolina), representing brands including Formula, Cruisers Yachts, and Carver. Comparable on premium brand dealer model and full-service marina; differs by Southeastern freshwater-only focus vs. Bay Marine's freshwater + saltwater dual presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCcEgflIObwHXSpZJnZu8XHg
• Facebookfacebook.com/baymarine
• LinkedInlinkedin.com/company/bay-marine-yacht-sales
• Instagraminstagram.com/baymarineyachtsales

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bay Marine