BoardCo
BoardCo is a privately held wake boat dealership and water sports e-commerce retailer founded in 1989, operating three flagship dealerships across Utah, Texas, and Idaho. The company sells new Centurion and Supreme boats, certified pre-owned inventory, and wake sports gear to enthusiast consumers.
- Company typePrivate
- Founded1989
- HeadquartersSpringville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What BoardCo does
BoardCo is a privately held wake boat dealership and water sports e-commerce retailer founded in 1989 by Troy and Kristin Mann originally as M&M Water Sports in Salt Lake City, later relocated to Springville, Utah in 2008 where the company's headquarters and flagship dealership remain. The company serves enthusiast consumers in the wake sports community through a vertically integrated retail model combining authorized new boat sales (Centurion and Supreme), certified pre-owned boat sales from MasterCraft, Malibu, Nautique and other manufacturers, full-service boat maintenance and repair, boat financing facilitation, trade-in services, and on-water demo events, alongside a full e-commerce storefront selling wakeboards, wakesurf boards, wakeboard bindings, life jackets, water skis, wake foil equipment, ropes, wetsuits, ballast systems, and boat accessories from brands including Ronix, Hyperlite, Liquid Force, Phase 5, HO Sports, and Radar. Distribution spans three flagship dealerships (Springville UT, Fort Worth TX, Hayden ID) plus three partner dealerships (Idaho Falls, St. George, Layton), with nationwide e-commerce shipping on gear orders over $100.
Revenue is generated across six primary streams: new boat sales (one-time, quote-based pricing with manufacturer financing), used boat sales (priced $32,495-$239,995), wake sports gear and accessories (unit-priced from approximately $85 for a life jacket to $3,599 for a wake foil package), boat service and repair (professional services), boat financing arrangement (transaction fee, terms up to 240 months at rates as low as 6.99% APR through partnered lenders), and trade-in transactions. Go-to-market combines physical retail and field sales (in-person visits, on-water demos, test-drive scheduling) with a direct-to-consumer e-commerce motion and content marketing across the Surf Boat Blog, Gear Guides, Instagram, Facebook, YouTube, TikTok, and email. Customer concentration is on individual consumer wake sports enthusiasts and family boat owners; over 100,000 customers have been served cumulatively across the company's 35+ year history, with a 4.56/5 average across 348 Judge.me verified reviews.
The underlying technology stack is intentionally light: a Shopify-based e-commerce storefront with integrated inventory management, a dealership locator, online financing applications, and digital document processing. There is no disclosed proprietary technology platform, no AI/ML features, no public API, no SDK, and no mobile application. The company's deepest moats are its distribution footprint and its brand equity — recognized as the #1 Centurion dealership globally for 15 of the last 16 years with multiple Worldwide Dealer of the Year awards from Centurion/Correct Craft, factory-trained PCM/GM Marine service capability, and Correct Craft as a core strategic supplier. The company is founder-led and family-controlled, with no institutional investment or private equity ownership disclosed.
BoardCo firmographics
Firmographics- Name
- BoardCo
- Legal name
- BoardCo
- Website
- https://boardco.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BoardCo is a privately held wake boat dealership and water sports e-commerce retailer founded in 1989, operating three flagship dealerships across Utah, Texas, and Idaho. The company sells new Centurion and Supreme boats, certified pre-owned inventory, and wake sports gear to enthusiast consumers.
- Ownership category
- akta.pro rank
BoardCo industry classification
Industry- Product category
- Marine/Wake Boat Dealership
- NAICS
- Boat Dealers (441222)
- akta.pro primary industry
- Water Sports Equipment Retail (Wake, Ski, Tow, Tubes) (CRAMAIAC)
- akta.pro secondary industries
- Boat & Personal Watercraft (PWC) Retail (CRAMAIAA), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)
Keywords
Where BoardCo is headquartered
LocationHeadquarters
- HQ city
- Springville
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
BoardCo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Wake Boat Sales: Sale of new Centurion and Supreme wake boats through authorized dealerships. Includes 2026 models with various configurations and customization options.
- Used Boat Sales: Certified pre-owned wake boats from brands including Nautique, Malibu, Mastercraft, Axis, Tige, Supra, and Moomba. Prices range from $32,495 to $239,995.
- Wake Sports Gear & Accessories: Retail of wakeboards, wakesurf boards, bindings, life jackets, ropes, wetsuits, ballast systems, and boat accessories through e-commerce and retail locations. Product categories include men's, women's, and kids' gear.
- Boat Service & Repair: Full-service maintenance and repair for wake boats including warranty items, engine tune-ups, winterization, ballast systems, and marine audio installations.
- Boat Financing: Arrangement of boat financing through partnered lenders, offering flexible terms up to 240 months with options for new and used boats.
- Boat Trade-Ins: Trade-in evaluation and purchase, providing fair market value along with sales tax credit toward new boat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Used wake boats from multiple manufacturers |
| Unit Pricing | Pay-as-you-go | Wakeboard packages (board + bindings) |
| Unit Pricing | Pay-as-you-go | Wakesurf boards |
| Unit Pricing | Pay-as-you-go | Wake foil packages |
| Unit Pricing | Pay-as-you-go | Life jackets and wake vests |
| Other | Multi-year contract | Boat financing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
BoardCo product offering
Product offeringCore offering
BoardCo sells new Centurion and Supreme wake boats, certified pre-owned wake boats from multiple manufacturers, and a full catalog of wake sports gear (wakeboards, wakesurf boards, bindings, life jackets, ropes, wetsuits, ballast, wake foil equipment, water skis). The company also provides boat financing arrangement, trade-in evaluation, full-service maintenance and repair, on-water demo scheduling, and nationwide boat delivery through three flagship dealerships and an e-commerce storefront.
Product overview
BoardCo is a wake boat dealership and full-service e-commerce retailer offering a comprehensive portfolio of water sports products. The company operates as an authorized Centurion and Supreme boats dealer while also selling certified pre-owned boats from multiple manufacturers. The product portfolio centers on wake boats (new and used), wakeboards, wakesurf boards, wakeboard bindings, life jackets, water skis, wake foil equipment, and related accessories including ropes, bags, ballast systems, and boat accessories. Services include boat financing (as low as 6.99%), full-service maintenance and repair, and on-water demos. The company serves customers across multiple retail channels including three flagship dealership locations in Utah, Texas, and Idaho, with an extensive online store. The business model combines high-margin boat sales with recurring accessory and service revenue.
Differentiator
Problem solved
Functional benefit
Products and services
- Centurion Boats (new) New premium wake boats from Centurion Boats engineered with Opti-V Hull technology for wakesurf and wakeboard applications. Sold through authorized dealership with on-water demos, configuration options, and nationwide delivery. Designed for individuals and families purchasing wake boats for recreational water sports.
- Supreme Boats (new) New value-oriented towboats from Supreme Boats featuring EZ-V hull design and touchscreen controls. Sold through authorized dealer for individuals and families seeking mid-priced wake boats with surf, ski, and wakeboard capability.
- Certified Pre-Owned Wake Boats Certified pre-owned wake boats from multiple manufacturers including Nautique, Malibu, MasterCraft, Axis, Tige, Supra, and Moomba, with prices ranging from $32,495 to $239,995. Each boat undergoes thorough inspection by certified technicians before sale. Designed for value-oriented individual buyers and families.
- Boat Financing Arrangement Financing arrangement service working with multiple lender partners to provide boat loans with rates as low as 6.99% APR, terms up to 240 months, and down payments as low as 10%. Available for both new and used boats. Designed for individual buyers seeking financing for major recreational boat purchases.
- Boat Service and Repair Full-service maintenance and repair for Centurion, Supreme, MasterCraft, Malibu, Axis, Nautique, Tige, MB, Supra, Moomba, and Heyday boats. Includes warranty items, engine tune-ups, winterization, ballast system work, marine audio installation, and ceramic coatings. Service turnaround as fast as two days in season. Designed for existing boat owners requiring maintenance and upgrades.
- Boat Trade-In Service Trade-in evaluation and purchase service offering fair market value along with sales tax credit applied toward new boat purchases. Designed for existing boat owners looking to upgrade.
- Wakeboard Equipment Complete wakeboard category products including wakeboards (Ronix, Hyperlite, Liquid Force), bindings in open-toe and closed-toe styles with BOA closure systems, ropes and handles, wakeboard bags, ballast bags and pumps, fins and hardware. Packages range from $449.99 to $999.99. Designed for wakeboard riders from beginners to advanced.
- Wakesurf Equipment Wakesurf boards available in surf style, hybrid style, and skim style from Phase 5, Ronix, and Hyperlite, with prices from $389.99 to $1,119.00. Includes wakesurf ropes, bags, fins, and ballast/shapers. Designed for wakesurf riders across all skill levels.
- Water Ski Equipment Water skis and packages from HO Sports and Radar including slalom skis, combo skis, bindings, ropes, gloves, and bags. Pricing ranges from $1,199.99 to $1,399.99. Designed for water ski enthusiasts across slalom, combo, and barefoot disciplines.
- Wake Foil Equipment Complete wake foil packages and boards from Ronix, Phase 5, Hyperlite, and Liquid Force including board and wing combinations with Go Foil and Super Nova foil systems. Packages range from $2,155.10 to $3,599.00 and include board, foil, and mounting hardware. Designed for riders entering the emerging wake foil sport.
- Life Jackets and Wake Vests Life jackets and competition wake vests in Coast Guard Approved (CGA) and competition styles from Follow, O'Neill, Hyperlite, Liquid Force, Ronix, Phase 5, and Radar. Includes men's, women's, and children's sizing. Priced from $84.95 to $169.99 for life jackets and $89.97 to $152.99 for competition vests.
- Wetsuits and Drysuits Wetsuits and drysuits from O'Neill, Vissla, and Billabong for cold water protection, including full suits, spring suits, jackets, and surf suits in various thicknesses. Designed for riders seeking thermal protection in cooler water conditions.
- Boat Accessories Boat accessories including covers, audio systems, docking gear, performance enhancements, tubes/towables, kneeboards, wakeskates, and cleaning products from Roswell Marine, Mission, Sewlong, and other marine brands. Catalogue includes 161 accessory products. Designed for boat owners enhancing and maintaining their vessels.
Quantifiable outcome
- 15 of 16 years as #1 Centurion dealer
- +4 more outcomes
Companies that use BoardCo
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles2 records
BoardCo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
BoardCo partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, minor and core.
- Marks MarineflagshipHayden, Idaho dealership bringing Centurion and Supreme boats to the Pacific Northwest. Flagship location with Boat Sales and Boat Service. Partnership extends BoardCo's geographic footprint into Idaho.
- Action WatersportsminorIdaho Falls, Idaho partner dealership providing BoardCo service coverage in the Idaho Falls area.
- Marine WorxminorSt. George, Utah partner dealership providing BoardCo service coverage in the St. George area.
- Fred's MarineminorLayton, Utah partner dealership providing BoardCo service coverage in the Layton area.
- Correct CraftcoreParent company of Centurion Boats. BoardCo is backed by Correct Craft's legacy of nearly 100 years dedicated to building the highest quality boats. This partnership ensures factory support, warranty service, and access to latest boat technologies.
- PCM Engines (GM Marine)corePCM engines powered by GM Marine provide industry-leading power and superior reliability for Centurion and Supreme boats. BoardCo specializes in PCM engine service and maintenance.
- Centurion BoatscoreAuthorized Centurion dealer for 15 of 16 years with Worldwide Dealer of the Year recognition. Exclusive access to Ri Series, Fi Series, Fe Series, and Nv Series boats.
- Supreme BoatscoreAuthorized Supreme dealer for the S240 and S220 models. Supreme is positioned as the most value-packed towboats, complementing the premium Centurion lineup.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
BoardCo competitors and assessment
Company assessmentOthers
- Boat Trader: Largest online marketplace for new and used boats, including wake boats from Nautique, MasterCraft, Malibu, and others. Indirect competitor/complement to BoardCo's certified pre-owned program and a discovery channel that competes with BoardCo's own organic footprint.
Emerging players
- Ronix: Wakeboard and wakesurf board brand that increasingly sells direct-to-consumer online, competing with BoardCo's gear retail. BoardCo is a multi-brand retailer carrying Ronix products; Ronix DTC gives consumers a channel choice against BoardCo's storefront.
- Liquid Force: Wakeboard, wakesurf, and wake foil brand with DTC e-commerce. Carries a significant share of BoardCo's gear assortment and competes in the same customer wallet for water sports equipment.
- Phase 5 Boats: Specialist wakesurf board and wake foil brand; BoardCo retails Phase 5 across wakesurf and wake foil packages. Comparable as a specialist wakesurf peer with growing DTC channel that competes with BoardCo's gear sales.
- Hyperlite: Wakeboard, wakesurf, and wake foil brand with a strong DTC e-commerce presence. Comparable to BoardCo's gear retail assortment and a direct competitor for the same consumer wake sports gear dollar.
Broad incumbents
- Skipper Bud's: A multi-location boat and yacht dealer group headquartered in the Midwest, with broad OEM relationships (including wake boat brands). Operates a similar full-service sales/service/financing model across multiple geographies.
- Malibu Boats: Manufacturer of Malibu and Axis wake boats and a key competitor brand to Centurion; BoardCo actively retails used Malibu and Axis inventory alongside new Centurion, making Malibu Boats a category-level competitor and benchmark for wake boat demand.
- MarineMax: The largest recreational boat dealer in the United States, operating a multi-location superstore network across multiple states. MarineMax is the closest scaled analogue to BoardCo's multi-location dealership model in the broader marine retail category.
- Correct Craft: Parent company of Centurion Boats, Supreme Boats, and other marine brands, plus a major OEM in the wake boat space. BoardCo's #1 Centurion dealer status is anchored by Correct Craft's nationwide dealer network; Correct Craft defines BoardCo's premium product supply.
- MasterCraft: Public premium wake boat manufacturer (NASDAQ: MCFT); MasterCraft-branded used boats are a material part of BoardCo's certified pre-owned inventory. Direct OEM competitor to Centurion in the towboat segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
BoardCo social profiles
Digital presenceBoardCo financial estimates
Financial estimateRevenue estimate
Valuation estimate
BoardCo leadership team
Management profileNumber of profiles
Profiles3 records
BoardCo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BoardCo 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 BoardCo
What does BoardCo do?
BoardCo sells new Centurion and Supreme wake boats, certified pre-owned wake boats from multiple manufacturers, and a full catalog of wake sports gear (wakeboards, wakesurf boards, bindings, life jackets, ropes, wetsuits, ballast, wake foil equipment, water skis). The company also provides boat financing arrangement, trade-in evaluation, full-service maintenance and repair, on-water demo scheduling, and nationwide boat delivery through three flagship dealerships and an e-commerce storefront.
Is BoardCo a public or private company?
BoardCo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BoardCo founded?
BoardCo was founded in 1989. It employs 11 to 50 people.
Where is BoardCo based?
BoardCo is headquartered in Springville, United States, in the North America region.
How does BoardCo make money?
Six revenue lines are on record. New Wake Boat Sales are the primary driver. The others are used Boat Sales, wake Sports Gear & Accessories, boat Service & Repair, boat Financing and boat Trade-Ins.
Who are BoardCo's main competitors?
Boat Trader is listed as an others. Emerging players are Ronix, Liquid Force, Phase 5 Boats and Hyperlite. Broad incumbents are Skipper Bud's, Malibu Boats, MarineMax, Correct Craft and MasterCraft.
Does BoardCo have an API?
No public API is recorded for BoardCo.
What industry is BoardCo in?
BoardCo's product category is Marine/Wake Boat Dealership. Its primary akta.pro industry code is CRAMAIAC, Water Sports Equipment Retail (Wake, Ski, Tow, Tubes), with a secondary code of CRAMAIAA, Boat & Personal Watercraft (PWC) Retail. Its NAICS code is 441222.