Pure Latitude Boat Club

What Pure Latitude Boat Club does

Pure Latitude Boat Club is a UK-based boat and yacht sharing platform founded in 2007 by Martin Gray in Hamble. The company offers membership-based access to a fleet of 16+ premium sail and motor boats (from brands including Hanse, Jeanneau, Beneteau, Axopar, X-Yachts, Fountaine Pajot, Merryfisher, Stevens, and Dufour) distributed across four marina bases at Hamble (headquarters), Lymington, Plymouth, and Windsor. Members select from three subscription tiers — Discover (£200/month, access to 3 boats), Explorer (£250/month, 6 boats), and Freedom (£300/month, 12 boats) — all with a 12-month minimum commitment and a one-time £595 joining fee. A separate Crew Membership at £50/month opens the club to non-skippering participants via a Crewmatch service.

The company runs a proprietary availability/booking algorithm developed over 15 years that allocates boats through a points-based currency (500 points = £5,000 for 15-20 boating days; points do not expire while membership is active). Bigger boats, weekends, and high-season periods cost more points. Additional revenue is generated from engine-hour charges (e.g., £7.50/hour for sailboats, £13.50-£20.00/hour for motorboats), instructor-led training at £310/day, and RYA-accredited courses (Day Skipper, Coastal Skipper, Powerboat Level 2). Pure Latitude reports 150-200+ training, racing, social, and adventure events per year, including Mediterranean flotillas and 2026 adventures to the Aeolian Islands and Brittany. The 2025 member survey showed 100% satisfaction on boat availability and operational condition, with a 4.9-star rating across 90+ Google reviews.

Pure Latitude operates as a private limited company (Pure Latitude Ltd., registered in England & Wales, company number 06344302) with no disclosed external funding, no parent company, and 1-10 employees. Distribution is direct-to-consumer via the company website, phone (02380 001234), email, and in-person base visits; there are no third-party resellers. The customer base is purely individual consumers and families; no corporate or enterprise accounts are referenced. The business is geographically focused on south and southwest England plus the Greater London area via the Windsor riverboat base.

Name

Pure Latitude Boat Club

Legal name

Pure Latitude Ltd.

Website

https://purelatitude.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Latitude Boat Club is a UK-based boat and yacht sharing platform offering tiered membership subscriptions (Discover, Explorer, Freedom) that give members access to 16+ premium sail and motor boats across four south-coast bases. Founded in 2007, it operates a proprietary points-based booking system targeting individuals and families seeking flexible boating without ownership.

Ownership category

akta.pro rank

Product category

Boat Sharing & Yacht Club Membership

NAICS

Marinas (713930), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Private Yacht & Luxury Boat Charters (With Crew) (THAJALAE)

akta.pro secondary industries

Cabin Charters & Shared Yacht Trips (THAEADAH), Private Charters & Yacht Experiences (Crewed, Bareboat, Day Charters) (THAJAJAB), Cruise Yacht Charters (Private Crewed) (THAEADAG)

Keywords

• Boat club membership
• Yacht share services
• Sailing training courses
• Fractional boating
• Recreational sailing

Headquarters

HQ city

Southampton

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales

Revenue model

1. Membership Subscriptions: Monthly subscription plans (Discover £200/m for 3 boats, Explorer £250/m for 6 boats, Freedom £300/m for 12 boats) with minimum 12-month commitment. Additional revenue from points bundles (500 points = £5,000 for 15-20 boating days).
2. Usage-Based Charges: Engine hour charges: Sailboats £7.50/hour, riverboat £13.50/hour, smaller motorboats £15.00/hour, larger motorboats £20.00/hour/engine. Fuel included on sailboats and riverboats, metered on motorboats.
3. Crew Membership: Entry-level crew membership at £50/month plus £595 joining fee, with minimum 200 point bundle (£2,000) for event participation. Allows non-skippering members to join club events.
4. Training Services: Instructors charged at £310 per day for bespoke training sessions, RYA courses, and skill development programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Pure Latitude Boat Club is a UK-based membership boat club, founded in 2007, that provides shared access to a fleet of 16+ sail and motor boats across four marina locations (Hamble, Lymington, Plymouth, Windsor). Members subscribe to a tiered plan, receive an annual points allowance, and book vessels through a proprietary availability algorithm; the offering is bundled with RYA-certified training, flotilla holidays, and more than 150 annual social and racing events.

Product overview

Pure Latitude Boat Club is a UK-based boat sharing/yacht club founded in 2007, offering membership-based access to a fleet of premium sail and motor boats across four locations (Hamble, Lymington, Plymouth, Windsor). The core product is membership with three tiers (Discover at £200/month for 3 boats, Explorer at £250/month for 6 boats, and Freedom at £300/month for 12 boats), plus a Crew Membership option at £50/month. The fleet includes 16+ boats from brands like Hanse, Jeanneau, Beneteau, Axopar, Merryfisher, X-Yacht, Dufour, Fountaine Pajot, and Stevens. Supporting services include RYA training courses (Day Skipper, Powerboat Level 2, Coastal Skipper), 1:1 private tuition, skill days, adventure cruises, racing events, and social sailing. The company operates a points-based booking system with seasonal pricing and maintains boats with in-house full-time maintenance managers.

Differentiator

Problem solved

Functional benefit

Products and services

• Discover Membership Lowest-tier annual subscription for new or occasional users of the Pure Latitude boat club, providing an introductory points allowance to book boats across Hamble, Lymington, Plymouth and Windsor.
• Explorer Membership Mid-tier annual subscription offering a larger annual points allowance than Discover, intended for regular recreational boaters who want flexible access to the club fleet.
• Freedom Membership Highest-tier annual subscription with the largest points allowance and broadest access rights, targeted at high-usage members and families seeking near-ownership-style availability.
• Crew Membership Subscription tier for non-skipper partners, friends or family who accompany full members on bookings without holding their own skipper entitlement.
• RYA Day Skipper Course Royal Yacht Association Day Skipper training course delivered at Pure Latitude marinas for members and non-members seeking formal cruising competence certification.
• RYA Powerboat Level 2 Course Royal Yacht Association Powerboat Level 2 certification course for operators of the club's motor boats, available to members and external trainees.
• RYA Coastal Skipper Course Advanced Royal Yacht Association Coastal Skipper course for experienced sailors preparing for longer passages and more challenging conditions.
• 1:1 Private Tuition One-to-one personalised sailing or powerboat coaching sessions delivered by club instructors for individuals wanting accelerated or bespoke skill development.
• Adventure Cruises Multi-day skippered cruising experiences to scenic coastal and cross-channel destinations, sold to members and non-members as standalone event packages.
• Skill Days Single-day focused training and seamanship events (e.g., navigation, mooring, anchoring) supplementing the formal RYA course catalogue.
• Racing Events Organised club-level yacht racing events and regattas for members seeking a competitive sailing experience.
• Social Sailing Events Less-formal social sailing meet-ups and group outings forming part of the club's 150+ annual events calendar.
• Aeolian Islands Flotilla 2026 Bookable flotilla sailing holiday to the Aeolian Islands in 2026, providing an overseas adventure-cruise package distinct from the core UK-based membership.
• Scilly Isles & Southern Brittany Adventure 2026 Bookable two-leg adventure cruise to the Isles of Scilly and southern Brittany in 2026, sold as a packaged holiday experience.

Quantifiable outcome

• 100% of members rated boat availability as good to excellent in 2025 survey
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators7 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Dream Yacht Charter: Global yacht charter company operating bareboat and crewed charters in the Caribbean, Mediterranean, and other regions. Comparable in targeting recreational sailors seeking access without ownership, but focused on holiday charters versus subscription club model.
• The Moorings: International yacht charter company offering bareboat, crewed and by-the-cabin charters. Comparable customer base of recreational sailors seeking flexible access to premium sailing yachts.
• Sunsail: Yacht charter specialist operating in the Mediterranean, Caribbean, and Asia-Pacific. Competes for the same recreational sailing customer and offers similar fleet of Jeanneau and similar sailing yachts.
• SamBoat: European boat rental marketplace offering both crewed and bareboat charters across the UK and Mediterranean. Competes with Pure Latitude for recreational boating demand with a more transactional rental model.
• Borrow a Boat: UK-based peer-to-peer boat rental marketplace allowing owners to charter their vessels. Direct geographic and product competitor to Pure Latitude, operating in the same UK Solent waters with similar vessel types.
• GlobeSailor: European online yacht charter broker offering bareboat, crewed and luxury charters worldwide. Comparable customer target of leisure sailors seeking premium yacht access without ownership.

Regional players

• Premier Marinas: UK marina operator where Pure Latitude's Hamble base is located. Provides marina services adjacent to Pure Latitude's operations and represents both a channel partner and a potential competitive threat if expanding into fleet operations.
• MDL Marinas: Major UK marina group operating multiple Solent and south coast marinas. Provides the marina infrastructure Pure Latitude operates within and competes for similar waterfront leisure customers via berth rentals and boat sales.

Broad incumbents

• Carefree Boat Club: Established membership-based boat club operating across multiple US locations with a similar "share instead of own" model. Direct functional analog to Pure Latitude's subscription-based fractional boat access.
• Freedom Boat Club: US-based membership boat club franchise with hundreds of locations and a fleet of thousands of boats. Most established direct analog to Pure Latitude's model at much greater scale, though operating in the US rather than the UK.

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pure-latitude
• Instagraminstagram.com/purelatitude
• Xx.com/purelatitude
• Facebookfacebook.com/purelatitude

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Pure Latitude Boat Club