GatorStep
GatorStep LLC is a Knoxville, Tennessee-based manufacturer of custom-fit, non-skid EVA foam marine flooring and decking kits for over 1,000 boat makes and models, selling direct-to-consumer, through 50+ authorized US dealers, and via an OEM program to boat manufacturers worldwide.
- Company typePrivate
- Founded-
- HeadquartersKnoxville, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What GatorStep does
GatorStep LLC is a privately-held, Knoxville, Tennessee-based manufacturer of premium non-skid EVA foam marine flooring and decking, operating in the boat aftermarket and OEM channels. The company's core product is custom-fit boat flooring kits produced from a proprietary EVA foam material using in-house CNC machining and laser engraving; finished kits ship to customers with numbered installation maps covering specific boat makes, models, and years. GatorStep's template library spans 1,000+ boat configurations, supplemented by DIY Mylar template kits for vessels not yet catalogued, and the portfolio extends to marine cooler kits (Yeti, RTIC), custom floor mats for automotive/garage/gym use, laser textures, and branded merchandise.
The company makes money primarily through one-time unit-priced sales of flooring kits and accessories, with per-order add-ons for middle color layers (+28%), laser textures (+25%), custom design recreation (+$200), full custom design (+$500), and custom logo upload (+$100). GatorStep operates a four-channel go-to-market: direct-to-consumer e-commerce via gatorstep.com, a 50+ authorized dealer network across the US (with Tier 1 dealers using Photogrammetry for fit measurement), an OEM program embedding GatorStep flooring at the boat factory for industry manufacturers globally, and DIY template kits for self-installers. Customer demand spans wake boats, fishing boats, yachts/cruisers, cooler enthusiasts, and limited automotive/miscellaneous applications; OEM partnerships add an enterprise revenue layer. The company is structured as a Tennessee LLC with 11–50 employees, no disclosed outside funding, and operates under a COO (Jay Povlin) without disclosed founder ownership detail.
GatorStep firmographics
Firmographics- Name
- GatorStep
- Legal name
- GatorStep LLC
- Website
- https://gatorstep.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GatorStep LLC is a Knoxville, Tennessee-based manufacturer of custom-fit, non-skid EVA foam marine flooring and decking kits for over 1,000 boat makes and models, selling direct-to-consumer, through 50+ authorized US dealers, and via an OEM program to boat manufacturers worldwide.
- Ownership category
- akta.pro rank
GatorStep industry classification
Industry- Product category
- Marine Flooring
- akta.pro primary industry
- Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)
- akta.pro secondary industry
- Water Sports & Marine Recreation Gear Distribution (CRAOAJAD)
Keywords
Where GatorStep is headquartered
LocationHeadquarters
- HQ city
- Knoxville
- HQ country
- United States
- HQ region
- North America
Markets served
GatorStep business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Boat Flooring Kits: Custom marine flooring kits for boats, sold by make and model. Includes pre-templated boat kits for popular models and custom designs. Customers can choose from various colors, patterns, and laser textures. Prices range from under $100 for individual parts to over $1,300 for complete floor kits.
- Cooler Kits: Custom cooler covering kits that provide non-skid surfaces for marine coolers, allowing customers to customize their cooler appearance and functionality
- Custom Floor Mats: Customizable floor mats for various applications including automotive, garage, and workspace use. Offered with and without 3M Peel and Stick Adhesive.
- OEM Products: Factory-installed marine flooring solutions sold to boat manufacturers for original equipment installation
- Accessories: Template kits, accessories, and related products for installation and customization
- Gift Cards: Gift cards for online web store orders only, valid for purchases on existing boat kits
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual boat parts by make/model with base pricing |
| Unit Pricing | Pay-as-you-go | Middle Color Option (+28% to parts cost) |
| Unit Pricing | Pay-as-you-go | Laser Texture (+25% to parts cost) |
| Unit Pricing | Pay-as-you-go | Custom Design Recreation (+$200 to order total) |
| Unit Pricing | Pay-as-you-go | Full Custom Design (+$500 to order total) |
| Unit Pricing | Pay-as-you-go | Custom Logo Upload (+$100 per logo) |
| Subscription | Annual | Military & First Responder Discount |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
GatorStep product offering
Product offeringCore offering
GatorStep manufactures and sells custom-fit, non-skid EVA foam marine flooring kits for boats and coolers, produced in-house using CNC cutting and laser engraving. The company operates a direct e-commerce storefront, a 50+ authorized dealer network across the US, and an OEM program supplying boat manufacturers with factory-installed flooring. Products are offered pre-templated by boat make/model (1000+ templates) and via custom design services.
Product overview
GatorStep is a marine flooring and decking company specializing in premium non-skid EVA foam products. The core offering consists of Boat Kits that provide custom-fit flooring solutions for over 1023 different boat makes and models across the marine industry. These kits are available in multiple pattern options (Pacific, Cascade, Ultra Plank, Carbon Etched, Diamond Etched, Honeycomb, Fraction, and Custom Designs) and an extensive color palette. The product portfolio extends to Cooler Kits for brands like Yeti and RTIC, Custom Floor Mats for various applications (garage, gym, office), and Laser Textures for high-fidelity engraving. The company also offers Template Kits for DIY measurement of unlisted boats, Color Options across dozens of shades including camo patterns, and SewLong Custom Covers for additional protection. Products are distributed through an OEM program for manufacturers and a dealer network, with the company manufacturing from nose-to-tail in-house using CNC and laser technologies.
Differentiator
Problem solved
Functional benefit
Products and services
- Boat Kits Custom non-skid EVA foam boat flooring and decking kits pre-templated to fit specific boat makes and models, offered in multiple patterns (Pacific, Cascade, Ultra Plank, Carbon Etched, Diamond Etched, Honeycomb, Fraction) and an extensive color palette with optional laser textures and custom designs. Sold direct-to-consumer via gatorstep.com and through a 50+ dealer network.
- Cooler Kits Custom non-skid EVA foam kits that fit popular marine cooler brands including Yeti and RTIC, providing matching surface protection and aesthetic customization for boat owners and outdoor enthusiasts.
- Custom Floor Mats Customizable EVA foam floor mats for non-marine environments such as garages, gyms, offices, and showrooms, offered with or without 3M Peel and Stick Adhesive for different installation needs.
- Template Kits (Mylar DIY Kits) Do-it-yourself Mylar template kits that allow consumers to create custom templates for boat models not listed in GatorStep's catalog, enabling custom orders outside the pre-templated database.
- SewLong Custom Covers Custom swim-step covers and other marine fabric covers offered through a partnership with SewLong, providing additional protection and aesthetic customization for boat swim platforms.
- GatorStep Merchandise Branded apparel and promotional merchandise featuring the GatorStep logo, sold through the company's web store.
Quantifiable outcome
- 3-year warranty on materials and workmanship, 3-year color fade resistance, 5-year adhesion warranty to proper surfaces
- +1 more outcomes
Companies that use GatorStep
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles3 records
GatorStep technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
GatorStep partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Water Sports Industry Association (WSIA)minorGatorStep is a proud supporter of the Water Sports Industry Association, demonstrating commitment to the marine industry and access to industry resources and networking opportunities.
- Hula Boat CareminorPartnership with Hula Boat Care to offer RAD Marine Clean All & Protect #5 cleaner product as an add-on with orders. The cleaner is biodegradable, phosphate free, and safe around water, designed for maintaining GatorStep products.
- Various Boat DealerscoreNetwork of authorized dealers providing sales and installation services. Includes Tier 1 dealers with advanced Photogrammetry technology for best fit. Dealers include B&L Marine, Drench Audio, Foykit Brothers, HUGOBOAT France, and 50+ others across the US and internationally.
- Boat Manufacturers (OEM)coreOEM partnerships with boat manufacturers for factory-installed marine flooring. Industry leaders choose GatorStep to represent their brand with cutting edge CNC and laser engraving capability.
Scale indicators4 records
Recent moves1 record
Expansion highlights5 records
GatorStep competitors and assessment
Company assessmentBroad incumbents
- TotalBoat: TotalBoat is a marine-focused DIY brand offering a wide range of boat maintenance, repair, and improvement products including flooring. It overlaps GatorStep on aftermarket upgrades through a different, broader portfolio.
- BoatCarpet.com: BoatCarpet.com is a long-standing marine flooring retailer offering carpet and EVA foam alternatives. It is a broader incumbent serving boat owners across material types where GatorStep specializes in EVA foam.
- West Marine: West Marine is the largest US marine retailer carrying accessories, flooring, and traction products. It serves the same end boater customer as GatorStep but as a multi-category incumbent rather than a flooring specialist.
Direct peers
- Hydro-Turf: Hydro-Turf produces marine traction products and custom-cut foam flooring for personal watercraft, boats, and marine OEMs. It directly competes with GatorStep in EVA foam and traction mat solutions for the same end customers.
- DEKit Marine Flooring: DEKit designs and supplies custom EVA foam marine decking kits for boat owners and OEMs, overlapping GatorStep on materials, custom patterns, and direct-to-consumer sales model.
- SeaDek Marine Products (OEM division): SeaDek's OEM division installs custom marine flooring at boat factories for major builders, directly competing for the OEM specification slots GatorStep targets with its factory-installed program.
- Plasco Marine Flooring: Plasco is a custom marine flooring manufacturer offering EVA foam and teak-style options for boat owners and OEMs. It competes head-to-head with GatorStep in aftermarket and OEM decking.
- AquaTraction: AquaTraction produces closed-cell EVA foam marine flooring with custom patterns and OEM partnerships, a comparable product offering to GatorStep in the same wake and fishing boat segments.
- SeaDek: SeaDek is the leading manufacturer of custom EVA foam marine flooring and traction products, the most direct competitor to GatorStep. It serves the same wake boat, fishing boat, and OEM customer base and offers comparable laser-etched customization.
Others
- Yeti (cooler ecosystem): Yeti is the dominant marine cooler brand whose coolers GatorStep wraps with custom EVA foam kits. It is not a competitor but the anchor product ecosystem that drives GatorStep's cooler kit revenue line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
GatorStep social profiles
Digital presenceGatorStep financial estimates
Financial estimateRevenue estimate
Valuation estimate
GatorStep leadership team
Management profileNumber of profiles
Profiles1 record
GatorStep funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GatorStep 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 GatorStep
What does GatorStep do?
GatorStep manufactures and sells custom-fit, non-skid EVA foam marine flooring kits for boats and coolers, produced in-house using CNC cutting and laser engraving. The company operates a direct e-commerce storefront, a 50+ authorized dealer network across the US, and an OEM program supplying boat manufacturers with factory-installed flooring. Products are offered pre-templated by boat make/model (1000+ templates) and via custom design services.
Is GatorStep a public or private company?
GatorStep is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GatorStep founded?
GatorStep was founded in -1. It employs 11 to 50 people.
Where is GatorStep based?
GatorStep is headquartered in Knoxville, United States, in the North America region.
How does GatorStep make money?
Six revenue lines are on record. Boat Flooring Kits are the primary driver. The others are cooler Kits, custom Floor Mats, OEM Products, accessories and gift Cards.
Who are GatorStep's main competitors?
Broad incumbents on record are TotalBoat, BoatCarpet.com and West Marine. Direct peers are Hydro-Turf, DEKit Marine Flooring, SeaDek Marine Products (OEM division), Plasco Marine Flooring, AquaTraction and SeaDek. Yeti (cooler ecosystem) is listed as an others.
Does GatorStep have an API?
No public API is recorded for GatorStep.
What industry is GatorStep in?
GatorStep's product category is Marine Flooring. Its primary akta.pro industry code is CRAMABAI, Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories), with a secondary code of CRAOAJAD, Water Sports & Marine Recreation Gear Distribution.