What Overton's does

Overton's is a US-based e-commerce and catalog retailer specializing in boat accessories, watersports equipment, and marine supplies, operating under the CWGS Group, LLC corporate umbrella alongside Camping World and the Good Sam family of brands. The company's catalog spans watersports (towables, tubes, wakeboards, water skis, paddleboards, kayaks), anchoring and docking equipment, boat and pontoon seats, covers and tops, boats/motors/propellers, marine electronics and navigation, safety equipment, trailering gear, repair and maintenance supplies, fishing equipment, outdoor gear, and clothing. Its storefront is built on the Demandware (Salesforce Commerce Cloud) e-commerce platform and augmented by interactive selector tools (Boat Cover Selector, Bimini Top Selector, Engine Part Selector, Propeller Selector) that match parts to specific hull, motor, and propeller specifications.

The company serves primarily recreational boaters, watersports enthusiasts, and anglers through a direct-to-consumer model that combines its own e-commerce site (overtons.com), phone sales, live chat, and physical retail presence via the Camping World store network. Revenue is generated almost entirely through one-time unit-priced product sales of third-party branded items alongside Overton's own private label, supplemented by promotional campaigns and integration with the Good Sam membership rewards program (1% back in points, 5% back via the Good Sam Rewards Visa) that drive repeat purchase frequency across the parent group's RV and outdoor lifestyle customer base. Distribution is domestic-only (United States), and the customer base is fragmented across consumer end markets rather than concentrated in enterprise accounts.

Name

Overton's

Legal name

CWGS Group, LLC

Website

https://overtons.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

Overton's is a US e-commerce and retail subsidiary of CWGS Group that sells boat accessories, watersports equipment, marine electronics, and outdoor gear directly to recreational boaters, anglers, and watersports enthusiasts through its website, phone, and Camping World retail locations.

Ownership category

akta.pro rank

Product category

Marine and Watersports Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

akta.pro secondary industries

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD), Saltwater & Offshore Fishing Specialty Retail (CRAMALAC), Marine Trailer & Transport Equipment Retail (CRAMAIAL), Water Sports & Marine Recreation Gear Distribution (CRAOAJAD)

Keywords

• Marine equipment retail
• Watersports accessories
• Boat parts supplies
• Marine electronics
• Boating accessories

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Product Sales - Retail/E-commerce: Overton's generates revenue through direct product sales of boat accessories, watersports equipment, and marine supplies via its e-commerce website and physical retail stores. Products span categories including watersports (towables, tubes, wakeboards, water skis, kayaks, paddleboards), anchoring and docking equipment, boat seats and pontoon furniture, covers and tops, boats and motors, trailering, repair/maintenance supplies, safety equipment, electronics/navigation, electrical systems, plumbing, outdoor gear, and fishing equipment. The company sells third-party branded products alongside its own Overton's private label items.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Overton's is an e-commerce and physical-store retailer that sells boat accessories, watersports equipment, and marine supplies directly to consumers. The catalog spans towables, wakeboards, paddleboards, kayaks, life jackets, anchoring and docking gear, boat and pontoon seats, covers and tops, boats and motors, electronics and navigation, safety equipment, trailering, repair and maintenance supplies, fishing equipment, outdoor gear, and clothing, complemented by interactive selector tools that match parts to a customer's specific boat or motor. Products include both third-party brands and Overton's private label items.

Product overview

Overton's is an e-commerce retailer specializing in boat accessories, watersports equipment, and marine supplies. The company operates as a single unified e-commerce platform offering an extensive catalog of products organized across multiple categories including watersports equipment (towables, tubes, water skis, wakeboards, paddleboards, kayaks, life jackets, wetsuits), anchoring and docking equipment, boat and pontoon seats, covers and tops, boats and motors, electronics and navigation systems, safety equipment, trailering gear, repair and maintenance supplies, fishing equipment, outdoor gear, and clothing. The portfolio is complemented by interactive shopping tools (Boat Cover Selector, Bimini Top Selector, Engine Part Selector, Propeller Selector) that help customers find products matched to their specific equipment. Overton's is part of the CWGS Group LLC family of companies alongside Camping World and Good Sam, with Good Sam membership rewards integrated into the shopping experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Watersports Equipment Comprehensive range of watersports equipment including towables, tubes, water skis, wakeboards, wakeskates, wakesurfers, kneeboards, paddleboards, kayaks, canoes, inflatable boats, dive and snorkel gear, and wetsuits, sold to individual boat owners and watersports enthusiasts.
• Life Jackets and PFDs Personal flotation devices including men's, women's, junior and kids life jackets, inflatable life jackets, pet life jackets, fishing life jackets, and kayak life vests, marketed to recreational boaters and their families.
• Towables and Tubes Water towable products in 1-person, 2-person, 3-person, and 4-person sizes including commercial-grade tubes, tube ropes, tube pumps, accessories, and repair kits for towboat activities.
• Wakeboards, Wakesurfers and Wake Accessories Men's, women's, and junior wakeboards, wakefoils, air chairs, wakeboard bindings, towers, wake shapers and ballast accessories, wakeskates, and wakesurfers plus wakesurf ropes, handles, board bags, and replacement fins.
• Stand Up Paddleboards Stand up paddleboards including performance SUP, yoga SUP, inflatable SUP, all-around SUP, paddles, and accessories sold to recreational paddlers.
• Anchoring and Docking Equipment Anchoring gear, boat fenders, mooring whips and buoys, dock bumpers and edging, dock lines, cleats, floating and stationary docks, boat and PWC lifts, ladders, swim platforms, and dock accessories for recreational boat owners.
• Boat and Pontoon Seats Boat seats including helm and fishing seats, lounge and jump seats, bucket seats, pontoon boat furniture, captain chairs, consoles, and seat accessories for boat owners.
• Boat Covers and Tops Boat covers in custom fit, semi-custom, and universal fit options, bimini tops, pontoon bimini tops, shades and enclosures, and PWC covers.
• Boats, Motors and Engine Parts Inflatable boats, jon boats, pontoon boats, outboard motors (4-stroke and electric), trolling motors, boat engine parts, fuel systems, propellers, steering and control systems, and performance upgrades.
• Marine Electronics and Navigation Marine stereos, VHF radios, autopilots, fishfinders, depth sounders, GPS devices, charting and cartography (Navionics, C-Map, Humminbird, Garmin, Raymarine), radars, TVs, action cameras, and thermal cameras.
• Marine Safety Equipment Life jackets, throw cushions and rings, signal devices (horns, whistles, flares, EPIRBs, PLBs), survival suits, life rafts, fire extinguishers, first aid kits, and regulatory buoys.
• Boat Trailering Equipment Trailer winches, trailer jacks and dollies, trailer brakes, bearings and hubs, trailer guides, trailer lights, trailer tires and rims, boat trailer tie-downs, and vehicle accessories.
• Boat Repair, Maintenance and Hardware Boat cleaning supplies, paint finishes, fiberglass and gelcoat repair, marine carpet and flooring, deck hardware, boat cleats, hatches, and boat lettering and numbers.
• Marine Pumps and Plumbing Marine pumps including bilge pumps, freshwater pumps, macerator pumps, bait and livewell pumps, marine hose and clamps, boat plumbing fittings, and freshwater systems.
• Marine Electrical Systems Switches and panels, navigation, deck and underwater lighting, batteries and accessories, battery chargers and inverters, electrical wiring and repair supplies, and shore power equipment.
• Fishing Equipment Fishing rods, reels and combos, terminal tackle, boat tackle boxes, fishing tools, fishfinders, trolling motors, downriggers, outriggers, shallow water anchors, and fishing kayaks.
• Outdoor Gear Outdoor cooking equipment, camping gear, seating and tables, canopies, lighting, packs and bags, coolers, drinkware, pet supplies, fire pits, powersports equipment, and bikes and scooters.
• Marine and Outdoor Clothing and Footwear Men's and women's clothing including outerwear, shirts, pants, shorts, swimwear, wetsuits, baselayer, accessories, sunglasses, and hats.
• Good Sam Membership Rewards Program Free rewards membership offering points on purchases, 5% back in points at Camping World and Good Sam family of brands, exclusive member deals, and access to a Good Sam Rewards Visa credit card with 6-month special financing on purchases of $299+.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, minor and major.

• Camping WorldcoreChannel Partner/ Reseller/ DistributorOverton's is operated by CWGS Group, LLC, the parent company that also owns Camping World and the Good Sam family of companies. Overton's products are cross-promoted through Camping World retail stores and website, creating a complementary product offering between RV (Camping World) and marine/boating (Overton's) categories.
• Good SamcoreGTM or Marketing PartnerGood Sam is the membership and rewards program partner. Overton's participates in the Good Sam rewards program, offering members 1% back in points on purchases. The Good Sam brand provides marketing reach and customer acquisition through its membership base and associated brands (Good Sam Club, Good Sam Insurance, Good Sam Roadside Assistance, Good Sam Water Rescue).
• The HouseminorChannel Partner/ Reseller/ DistributorThe House (outdoor gear retailer) is listed as a partner brand within the Overton's ecosystem, cross-promoting complementary outdoor products across the Camping World family of brands.
• O'BrienmajorChannel Partner/ Reseller/ DistributorO'Brien is a leading watersports equipment brand whose products are sold through Overton's. The partnership includes wakeboards, water skis, life jackets, and towables. O'Brien is one of the top brands by product count (176 items) in the Overton's watersports category.
• ConnellymajorChannel Partner/ Reseller/ DistributorConnelly is a watersports equipment brand sold through Overton's, specializing in towable tubes, water skis, and wakeboards. Second largest brand presence (158 items) in the watersports category.
• HyperlitemajorChannel Partner/ Reseller/ DistributorHyperlite is a wakeboarding and watersports brand sold through Overton's, offering wakeboards, bindings, and life jackets. Third largest brand presence (131 items) in the watersports category.
• HO SportsmajorChannel Partner/ Reseller/ DistributorHO Sports is a watersports equipment manufacturer sold through Overton's, offering waterskis, wakeboards, and accessories. One of the major brand partnerships (113 items) in the watersports category.
• Wow WatersportsmajorChannel Partner/ Reseller/ DistributorWow Watersports (Wow Sports) is a watersports equipment brand sold through Overton's, featuring towables, inflatables, and pool toys. Fourth largest brand presence (104 items) in the watersports category.
• AirheadmajorChannel Partner/ Reseller/ DistributorAirhead is a towables and watersports brand sold through Overton's, offering towable tubes, tow ropes, and accessories. One of the top brands (58 items) in the watersports category.
• JAMS (Arbitration)minorOthersJAMS (Judicial Arbitration and Mediation Services) is referenced in the Terms of Use for dispute resolution through binding arbitration. This is a legal services partnership rather than a commercial business partnership.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Boats.net: Boats.net is an online retailer carrying outboard motors, trolling motors, propellers, marine electronics and accessories; directly overlapping with Overton's engines, propellers, and electronics categories.
• Wholesale Marine: Wholesale Marine is an online retailer of boat parts, dock hardware, marine electronics, and accessories, overlapping substantially with Overton's anchoring/docking, electrical, and repair categories for boat owners.
• iBoats: iBoats is a leading online watersports and marine parts marketplace carrying boat accessories, watersports equipment, repair parts and propellers, competing head-to-head with Overton's in replacement-parts and watersports SKUs.
• Defender Marine: Defender is a long-standing marine e-commerce retailer offering a wide catalog of boat parts, accessories, safety equipment, and watersports gear, making it a direct mail-order/online competitor in similar boater segments.
• West Marine: West Marine is the largest U.S. specialty retailer of boating parts, accessories, and watersports equipment with both e-commerce and a national store footprint, directly comparable to Overton's across boat covers, anchoring, electronics, and watersports categories.
• Fisheries Supply: Fisheries Supply is a marine distributor/retailer based in the Pacific Northwest selling marine hardware, electronics, and watersports equipment to boaters and anglers, comparable in catalog breadth and target customer to Overton's.

Broad incumbents

• Bass Pro Shops: Bass Pro Shops is a large outdoor and marine retailer selling fishing boats, trolling motors, marine electronics, and watersports equipment, competing with Overton's particularly in fishing and watersports categories despite a much broader hunting/outdoor focus.
• REI Co-op: REI is a national outdoor retailer carrying kayaks, stand-up paddleboards, wetsuits, and watersports accessories, competing with Overton's paddle-sports and adjacent outdoor categories through a membership-driven model.
• Cabela's: Cabela's (now part of Bass Pro) is a broad outdoor retailer with deep fishing, boating, and watersports assortments, overlapping with Overton's fishing life jackets, trolling motors, and paddleboards in a much larger specialty-outdoor footprint.

Others

• Camping World: Camping World is Overton's sister brand under CWGS Group, sharing the same parent, loyalty program, and customer base; while not a direct competitor, the cross-sell and shared merchandising infrastructure make it the most operationally adjacent peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/overtons
• Facebookfacebook.com/overtons
• LinkedInlinkedin.com/company/106077

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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

M&A2 records

Investments

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

Frequently asked questions about Overton's