ComMar Sales
ComMar Sales is a marine industry manufacturer's representative firm, founded in 1969 and headquartered in Tiverton, Rhode Island. It sells represented brands across propulsion, electronics, power, and refrigeration on behalf of manufacturers to dealers, distributors, OEMs, and boat yards throughout the US East Coast, Gulf Coast, and Caribbean via a regional rep sales force.
- Company typePrivate
- Founded1969
- HeadquartersTiverton, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What ComMar Sales does
ComMar Sales, LLC is a privately held marine-industry manufacturer's representative firm founded in 1969 by Bill Glaser in Massachusetts and now headquartered in Tiverton, Rhode Island. The firm acts as an outsourced field-sales intermediary between marine equipment and accessory manufacturers and the downstream channel of boat yards, boat builders, dealers, distributors, OEMs, and mass merchants across the US Northeast, Mid-Atlantic, Southeast, Gulf Coast, and Caribbean. Its represented-brand portfolio spans propulsion (Minn Kota trolling motors, Cannon downriggers), marine electronics (Humminbird, Icom, KVH, Maretron, Seatronx), power systems (Xantrex, ASea), refrigeration (Vitrifrigo), and consumables (Husky K100 fuel treatment). ComMar does not manufacture any products; its deliverable is territory coverage, dealer training, troubleshooting, marketplace analysis, and market feedback on behalf of its manufacturer clients.
ComMar's revenue model is commission-based: the firm earns transaction fees on sales generated through its regional sales representatives, each of whom is contractually required to allocate at least 75% of time to in-person sales calls on dealers, distributors, and OEMs. The company is co-owned by three principals — Tim Conroy (President), Mark Mitchell (Vice President of Marketing), and Norm MacLeod (Vice President of Sales) — who joined in the 1980s and 1990s, and operates with a small headcount of roughly ten field reps plus limited back-office staff.
The go-to-market motion is purely sales-led, with one or two regional reps assigned to each major territory (New England, Mid-Atlantic, Southern Mid-Atlantic, Southeast, Western Florida/Western Georgia, Gulf Coast/Great Lakes/Midwest). ComMar supports its principals through trade-show presence (IBEX, Fort Lauderdale, Annapolis, Newport, International Workboat Show, Metstrade), product-training videos, social media, and active involvement in industry associations (NMMA, NMEA, NMRA, MANA, NMDA). The firm has received multiple manufacturer-side awards in 2024, including the Johnson Outdoors Rep of the Year and two Xantrex sales awards, indicating above-average performance relative to peer reps.
ComMar Sales firmographics
Firmographics- Name
- ComMar Sales
- Legal name
- ComMar Sales LLC
- Website
- https://commar.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ComMar Sales is a marine industry manufacturer's representative firm, founded in 1969 and headquartered in Tiverton, Rhode Island. It sells represented brands across propulsion, electronics, power, and refrigeration on behalf of manufacturers to dealers, distributors, OEMs, and boat yards throughout the US East Coast, Gulf Coast, and Caribbean via a regional rep sales force.
- Ownership category
- akta.pro rank
ComMar Sales industry classification
Industry- Product category
- Marine Industry Sales Representation
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH)
- akta.pro secondary industries
- Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)
Keywords
Where ComMar Sales is headquartered
LocationHeadquarters
- HQ city
- Tiverton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ComMar Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Commission-based Sales Representation: ComMar operates as a manufacturer's representative firm earning commissions on sales. They represent leading equipment and accessories manufacturers in the US northeast, mid-Atlantic, southeast states, Caribbean islands, and Gulf Coast states.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
ComMar Sales product offering
Product offeringCore offering
ComMar Sales is a marine industry manufacturer's representative firm that connects marine equipment and accessories manufacturers with dealers, distributors, OEMs, boat yards, and mass merchants across the Northeast, Mid-Atlantic, Southeast, Gulf Coast, and Caribbean. The firm earns commissions on the sales it generates and provides supporting services including product training seminars, troubleshooting, marketplace analysis, marketing strategy development, and ongoing market feedback to its represented principals.
Product overview
ComMar Sales is a marine industry manufacturer's representative firm (not a technology product company). The company connects marine OEMs, boat yards, and dealers with a portfolio of represented equipment and accessories manufacturers. Their product portfolio includes marine electronics (Humminbird fish finders, Icom transceivers, KVH satellite systems, Maretron monitoring instruments), propulsion products (Minn Kota trolling motors, Cannon downriggers), power systems (Xantrex inverters and chargers, ASea transformers), hardware (Seatronx cameras, Vitrifrigo refrigeration, Husky fuel treatments), and various safety and deck equipment. These products are organized by manufacturer brand rather than as a unified platform offering.
Differentiator
Problem solved
Functional benefit
Products and services
- Marine Industry Manufacturer's Representation Services
Quantifiable outcome
- Opened many new dealers for Johnson Outdoors based on reputation for standing behind product lines
Companies that use ComMar Sales
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
ComMar Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ComMar Sales partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered key, core and standard.
- Johnson OutdoorskeyJohnson Outdoors is a key client of ComMar Sales. ComMar represents Johnson Outdoors brands including Minn Kota Motors, Humminbird electronics, and Cannon downriggers throughout the northeastern United States. Jeff Clark manages all of New England territory for Johnson Outdoors.
- Xantrex (Mission Critical Electronics)keyXantrex is a marine power systems manufacturer represented by ComMar in the Northeast and Mid-Atlantic regions. ComMar sales representatives Scott Kolodny and Ken Smaga received Xantrex sales awards in 2024 for Top Marine OEM Sales and Highest Battery Sales respectively.
- National Marine Representatives Association (NMRA)coreComMar Sales is a member of NMRA. Norm MacLeod served as 2007-2008 President of NMRA. Both Norm MacLeod (2024) and Tim Conroy (2022) have received the NMRA Old Pro Award.
- National Marine Electronics Association (NMEA)coreComMar Sales is a member of NMEA. Tim Conroy is the longest-serving NMEA Director and currently holds the position of Vice President. ComMar participates in the NMEA Annual Conference.
- National Marine Manufacturers Association (NMMA)coreComMar Sales is a member of NMMA. Both Norm MacLeod and Tim Conroy have served on various boards of NMMA.
- Manufacturers' Agents National Association (MANA)coreComMar Sales is a member of MANA, the leading professional organization for manufacturers' representatives.
- National Marine Distributors Association (NMDA)coreComMar Sales is a member of NMDA.
- Minn Kota MotorskeyMinn Kota Motors, a leading manufacturer of trolling motors, is represented by ComMar Sales. Jeff Clark discusses Minn Kota Riptide Terrova Quest features and benefits in product videos.
- Icom AmericastandardIcom America marine transceivers and AIS transponders are represented by ComMar. Product showcased at Fort Lauderdale International Boat Show.
- KVH IndustriesstandardKVH Industries satellite communications and TV systems are represented by ComMar. New products showcased at Fort Lauderdale International Boat Show 2020.
- MaretronstandardMaretron digital switching and monitoring instruments are represented by ComMar.
- SeatronxstandardSeatronx marine cameras and displays are represented by ComMar, targeting center console and sportfish markets.
- VitrifrigostandardVitrifrigo marine refrigeration products are represented by ComMar. New products showcased at Fort Lauderdale International Boat Show 2020.
- ASea Power SystemsstandardASea Dock Boost Transformers are represented by ComMar and showcased at Fort Lauderdale International Boat Show 2020.
- Husky CorporationstandardHusky Corporation K100 Fuel Treatment products are represented by ComMar. Video demonstration shows fuel contamination solution.
Scale indicators3 records
Recent moves11 records
Expansion highlights4 records
ComMar Sales competitors and assessment
Company assessmentBroad incumbents
- West Marine: The largest US marine retailer and distributor and a named ComMar customer. While not a rep firm, West Marine is a key channel partner and the dominant downstream retailer for the same marine electronics, accessories, and propulsion brands ComMar represents, making it the most economically linked peer for the same product categories.
- Hamilton Marine: A large independent marine retailer in the Northeast (named ComMar customer) carrying many of the same represented brands. Relevant as a downstream distributor in ComMar's core territory with overlapping product categories and OEM relationships.
- Defender Industries: A leading US marine retailer/distributor and named ComMar customer selling many of the same represented brands to boat builders and consumers. Comparable because it is the direct downstream distributor in the same marine channels where ComMar provides upstream manufacturer representation.
Regional players
- Fisheries Supply Company: A Pacific Northwest marine retailer/distributor serving OEM, dealer, and commercial marine markets. Comparable as a regional marine channel intermediary operating in a related but non-overlapping geography to ComMar.
- IMS (Independent Marine Supply): A marine products distributor/buying group serving independent dealers and OEMs across the US. Comparable as a channel aggregator in the marine hardware/electronics categories that overlap with ComMar's represented lines.
- Land & Sea Distributing: A marine wholesale distributor named as a ComMar customer operating across multiple regions. Comparable as a regional intermediary in the same product categories ComMar's manufacturers serve.
- Boater's World (Long Marine/Current Incumbent): Historical marine retailer where several ComMar salespeople (Doug Sanders, Jeff Clark) previously held district management roles. Comparable as a legacy downstream channel in the same product categories ComMar represents.
Others
- National Marine Representatives Association (NMRA): The US trade association for independent manufacturer's representatives in the marine industry — NMRA member firms are the closest direct peer set to ComMar (an NMRA member), even though individual comp firm identities are typically small private firms not publicly listed.
- National Marine Distributors Association (NMDA): Industry trade body ComMar belongs to that represents marine distributors — adjacent ecosystem participant central to ComMar's downstream customer network and a useful proxy for comparable rep firms and distributors.
- Hinckley Company: A premium yacht builder where ComMar sales rep Tim Loftus previously worked — comparable as an upstream boat-builder/yard customer in ComMar's core boat-yard segment.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ComMar Sales social profiles
Digital presenceComMar Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
ComMar Sales leadership team
Management profileNumber of profiles
Profiles13 records
ComMar Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ComMar Sales M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ComMar Sales
What does ComMar Sales do?
ComMar Sales is a marine industry manufacturer's representative firm that connects marine equipment and accessories manufacturers with dealers, distributors, OEMs, boat yards, and mass merchants across the Northeast, Mid-Atlantic, Southeast, Gulf Coast, and Caribbean. The firm earns commissions on the sales it generates and provides supporting services including product training seminars, troubleshooting, marketplace analysis, marketing strategy development, and ongoing market feedback to its represented principals.
Is ComMar Sales a public or private company?
ComMar Sales is a private company. It is classified as management employee owned and is currently operating.
When was ComMar Sales founded?
ComMar Sales was founded in 1969. It employs 1 to 10 people.
Where is ComMar Sales based?
ComMar Sales is headquartered in Tiverton, United States, in the North America region.
How does ComMar Sales make money?
One revenue line is on record: commission-based Sales Representation.
Who are ComMar Sales's main competitors?
Broad incumbents on record are West Marine, Hamilton Marine and Defender Industries. Regional players are Fisheries Supply Company, IMS (Independent Marine Supply), Land & Sea Distributing and Boater's World (Long Marine/Current Incumbent). Others are National Marine Representatives Association (NMRA), National Marine Distributors Association (NMDA) and Hinckley Company.
Does ComMar Sales have an API?
No public API is recorded for ComMar Sales.
What industry is ComMar Sales in?
ComMar Sales's product category is Marine Industry Sales Representation. Its primary akta.pro industry code is CRAMAIAH, Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF), with a secondary code of CRAMAIAB, Marine Parts, Accessories & Maintenance Supplies Retail. Its NAICS code is 42391 and its SIC code is 5040.