Cruisers Yachts
Cruisers Yachts, founded in 1953, manufactures American-made luxury motor yachts from 34 to 60 feet across four series (FLY, Cantius, GLS, VTR). Operating as a subsidiary of MarineMax Inc., the company sells exclusively through authorized dealers to affluent recreational boating consumers.
- Company typePrivate
- Founded1953
- HeadquartersOconto, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cruisers Yachts does
Cruisers Yachts is an American-made luxury motor yacht manufacturer founded in 1953 in Oconto, Wisconsin. The company designs and produces fiberglass yachts spanning 34 to 60 feet across four distinct series: FLY (flybridge yachts including the 50 FLY and 57 FLY), Cantius (luxury motor yachts from 42 to 60 feet), GLS (performance sport bowriders from 34 to 50 feet in both outboard and sterndrive configurations), and the newly introduced VTR (adventure vessels including the 38 VTR and 38 VTR EC). Manufacturing relies on advanced fiberglass construction with resin infusion techniques, in-house fabrication of metal, wood, upholstery, and electrical components, and integration of third-party marine technologies including Mercury Verado engines, Volvo Penta IPS propulsion, Seakeeper gyro stabilization, and Garmin/Simrad navigation systems. Production is supported by over 600,000 square feet of Wisconsin manufacturing footprint, including a dedicated test tank in Oconto and a recently acquired Pulaski facility capable of handling vessels up to 73 feet.
The company operates a 100% indirect go-to-market model, selling exclusively through an authorized global dealer network rather than direct-to-consumer. Cruisers Yachts is a wholly-owned subsidiary of MarineMax Inc. (NYSE: HZO), the world's largest recreational boat retailer, which provides distribution scale and financial backing. Revenue is generated through one-time high-value hardware sales with quote-based pricing in the $500K to multi-million dollar range per vessel. The customer base consists of affluent individual buyers across multiple use-case segments — luxury yacht enthusiasts, sport/adventure buyers, flybridge cruisers, and adventure/outdoor lifestyle buyers — served through dealers who provide product demonstrations, financing, and after-sales support.
In 2025 the company executed an aggressive product refresh, launching four new models at the Fort Lauderdale International Boat Show including the 50 FLY and 38 VTR, and the 38 VTR EC earned a 2026 Boating Industry Top Product Award. Despite this product-led offensive, the parent MarineMax reported Q2 2026 revenue of $527.41M, down 16.48% year-over-year, signaling broader recreational marine industry headwinds that temper near-term volume outlook.
Cruisers Yachts firmographics
Firmographics- Name
- Cruisers Yachts
- Legal name
- Cruisersyachts.com, Inc.
- Website
- https://cruisersyachts.com
- Company type
- Private
- Founded year
- 1953
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Cruisers Yachts, founded in 1953, manufactures American-made luxury motor yachts from 34 to 60 feet across four series (FLY, Cantius, GLS, VTR). Operating as a subsidiary of MarineMax Inc., the company sells exclusively through authorized dealers to affluent recreational boating consumers.
- Ownership category
- akta.pro rank
Cruisers Yachts industry classification
Industry- Product category
- Luxury Yachts
- NAICS
- Boat Building (336612)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Luxury Motor Yacht Manufacturing (IMAJAMAD)
- akta.pro secondary industries
- Day Cruiser, Bowrider & Runabout Manufacturing (IMAJAEAI), Luxury Yacht Systems Integration & Commissioning (Shipyard) (IMAJAMAI)
Keywords
Where Cruisers Yachts is headquartered
LocationHeadquarters
- HQ city
- Oconto
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Cruisers Yachts business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales
Revenue model
- New Yacht Sales: Cruisers Yachts generates revenue through the manufacture and sale of new luxury motor yachts ranging from 34 to 60 feet. Yachts are sold exclusively through authorized dealers who retail to end customers. Revenue is primarily one-time transactional with high average transaction values.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Cruisers Yachts product offering
Product offeringCore offering
Cruisers Yachts designs, engineers, and manufactures American-made luxury motor yachts ranging from 34 to 60 feet, organized across four series: FLY (flybridge yachts), Cantius (luxury motor yachts), GLS (sport bowriders), and VTR (adventure vessels). The company operates 600,000+ square feet of manufacturing facilities in Wisconsin, integrating propulsion, stabilization, and navigation technologies from partners such as Mercury, Volvo Penta, Seakeeper, Garmin, and Simrad. All vessels are sold exclusively through an authorized global dealer network.
Product overview
Cruisers Yachts is an American-made luxury yacht manufacturer producing motor yachts from 34 to 60 feet across four distinct series: FLY (flybridge yachts including 50 FLY and 57 FLY), Cantius (luxury motor yachts from 42 to 60 feet including 42, 46, 50, and 60 Cantius), GLS (luxury sport bowriders from 34 to 50 feet available in both outboard and inboard/sterndrive configurations including 34, 38, 42, and 50 GLS), and VTR (versatile adventure vessels including 38 VTR and 38 VTR EC). The company operates manufacturing facilities in Oconto and Pulaski, Wisconsin, and is a subsidiary of MarineMax Inc. (NYSE: HZO). Founded in 1953, Cruisers Yachts has over 70 years of boat-building heritage and produces vessels integrating technologies from Mercury Marine, Volvo Penta, Garmin, Simrad, Seakeeper, and other marine technology partners.
Differentiator
Problem solved
Functional benefit
Products and services
- FLY Series Luxury flybridge yacht series combining sophisticated design with expansive outdoor living, featuring flybridge helm, wet bar, entertainment seating, hydraulic swim platforms, and premium interiors. Models include the 50 FLY and 57 FLY.
- Cantius Series World-class motor yacht series focused on comfort and luxury accommodations, featuring expansive interior volume, panoramic windows, open-concept layouts, and premium finishes. Models range from 42 to 60 feet.
- GLS Series Luxury sport bowriders combining performance and entertainment, featuring beach doors, powerful engine options (outboard and inboard/sterndrive), spacious cockpits, and comfortable accommodations. Models range from 34 to 50 feet.
- VTR Series Versatile adventure vessels built for exploration and bold journeys, featuring hybrid stepped hull for smooth rides, adventure-ready storage, retractable beach doors, and comfortable below-deck accommodations. Models include the 38 VTR and 38 VTR EC.
- 50 FLY
Quantifiable outcome
- 93% of roll removed from vessels with Seakeeper stabilization technology
- +2 more outcomes
Companies that use Cruisers Yachts
Customer profileSegments4 records
Ideal customer profiles1 record
Cruisers Yachts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature6 records
Cruisers Yachts partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, standard and strategic.
- Mercury MarinecoreMercury Marine supplies Verado outboard engines with SmartCraft technology, Digital Throttle & Shift controls, and Skyhook digital anchor systems featured across GLS and VTR model lines.
- Volvo PentacoreVolvo Penta provides IPS propulsion systems including D11 950 IPS 725 HP and IPS 800 engines with joystick control, Digital Positioning System, and Powertrim Assistant featured in FLY and Cantius models.
- SeakeepercoreSeakeeper gyro stabilization technology is incorporated into Cruisers Yachts models to minimize pitch and roll, taking 93% of roll out of vessels for enhanced comfort in rough conditions.
- GarminstandardGarmin supplies advanced radar and VHF radio systems for FLY and Cantius series, providing cutting-edge navigation and communication technology integration.
- SimradstandardSimrad provides radar, VHF radio, and navigation systems for GLS series and VTR lineup, offering dependable performance in various conditions with CZone digital switching integration.
- KOHLER and CumminsstandardKOHLER and Cummins supply powerful and reliable generators for onboard power systems across the yacht lineup.
- Navico (Fathom E-Power System)standardNavico's Fathom E-Power System provides an electronic power alternative to traditional generators, eliminating noise and fumes while providing continuous power to vessel systems.
- Luiz Debasto / Debasto DesignsstrategicRenowned superyacht designer Luiz Debasto collaborated on the interior design of the 57 FLY, bringing Italian-inspired design elements and luxury appointments to the flagship flybridge model.
Scale indicators5 records
Recent moves7 records
Expansion highlights3 records
Cruisers Yachts competitors and assessment
Company assessmentDirect peers
- Sea Ray: Sea Ray builds mid-size luxury sport boats and yachts in overlapping 34-60 ft ranges with bowrider, flybridge, and sedan sub-lines, directly competing with Cruisers' GLS, FLY, and Cantius series for the same American-made buyer.
- Tiara Yachts: Tiara Yachts manufactures luxury motor yachts and sport yachts in the 39-58 ft range with luxury coupes, flybridge models and sport models, very closely aligned with Cruisers' Cantius and FLY segments and similar American craftsmanship positioning.
- Regal Marine: Regal produces luxury sport yachts, bowriders, and express cruisers in the 28-53 ft range with series that directly overlap Cruisers' GLS sport lineup and Cantius express models, targeting similar affluent family buyers.
- Four Winns: Four Winns builds bowriders, runabouts, and cruisers that compete most directly with Cruisers' GLS sport/dayboat series for the recreational luxury bowrider buyer.
- Pursuit Boats: Pursuit manufactures offshore and dual console boats plus express cruisers in the 28-50 ft range with strong American manufacturing heritage, overlapping with Cruisers' VTR and GLS series on sport and adventure buyers.
Broad incumbents
- Princess Yachts: Princess Yachts is a major British luxury yacht builder offering flybridge and motor yacht models in the 40-95 ft range, competing for the same affluent buyers as Cruisers' FLY and Cantius but with a broader global portfolio and premium European branding.
- Sunseeker: Sunseeker is a leading global luxury yacht manufacturer with flybridge, sport yacht, and superyacht models in the 38-130 ft range, representing a larger and more international competitor to Cruisers across the mid-size luxury segment.
- Azimut Yachts: Azimut is a global Italian luxury motor yacht builder with flybridge, Magellano, and S series in the 42-100 ft range, an established global luxury benchmark that competes for premium buyers who would otherwise consider Cruisers' larger models.
- Chris-Craft: Chris-Craft builds heritage American luxury launch and sport boats in overlapping 28-38 ft ranges with strong craftsmanship branding, competing directly with Cruisers' GLS sport models for heritage-conscious luxury buyers.
Emerging players
- Scout Boats: Scout manufactures luxury sport fishing and dual console boats plus a 42 LX model that overlaps with the upper end of Cruisers' GLS range and the more adventure-oriented VTR series on active boating buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cruisers Yachts social profiles
Digital presenceCruisers Yachts compliance and trust
Trust signalCompliance2 records
Cruisers Yachts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cruisers Yachts leadership team
Management profileNumber of profiles
Profiles3 records
Cruisers Yachts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cruisers Yachts 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 Cruisers Yachts
What does Cruisers Yachts do?
Cruisers Yachts designs, engineers, and manufactures American-made luxury motor yachts ranging from 34 to 60 feet, organized across four series: FLY (flybridge yachts), Cantius (luxury motor yachts), GLS (sport bowriders), and VTR (adventure vessels). The company operates 600,000+ square feet of manufacturing facilities in Wisconsin, integrating propulsion, stabilization, and navigation technologies from partners such as Mercury, Volvo Penta, Seakeeper, Garmin, and Simrad. All vessels are sold exclusively through an authorized global dealer network.
Is Cruisers Yachts a public or private company?
Cruisers Yachts is a private company. It is classified as corporate owned and is currently operating.
When was Cruisers Yachts founded?
Cruisers Yachts was founded in 1953. It employs 501 to 1,000 people.
Where is Cruisers Yachts based?
Cruisers Yachts is headquartered in Oconto, United States, in the North America region.
How does Cruisers Yachts make money?
One revenue line is on record: new Yacht Sales.
Who are Cruisers Yachts's main competitors?
Direct peers on record are Sea Ray, Tiara Yachts, Regal Marine, Four Winns and Pursuit Boats. Broad incumbents are Princess Yachts, Sunseeker, Azimut Yachts and Chris-Craft. Scout Boats is listed as an emerging player.
Does Cruisers Yachts have an API?
No public API is recorded for Cruisers Yachts.
What industry is Cruisers Yachts in?
Cruisers Yachts's product category is Luxury Yachts. Its primary akta.pro industry code is IMAJAMAD, Luxury Motor Yacht Manufacturing, with a secondary code of IMAJAEAI, Day Cruiser, Bowrider & Runabout Manufacturing. Its NAICS code is 336612 and its SIC code is 3730.