Sebago Watersports

What Sebago Watersports does

Sebago Watersports is a Key West, Florida-based tour operator founded in 1988 that runs a portfolio of boat-based watersports experiences for tourists and visitors to the Florida Keys. Its core products include snorkeling tours, sunset sails aboard 60-foot luxury catamarans, dolphin watching with a 100% sighting guarantee, sandbar adventures on a 53-foot tiki boat, eco-tours, parasailing, schooner sailing, and private charters accommodating 68–125 guests. The fleet comprises five USCG-inspected vessels — Marquesa, Teralani 2, Cubed, Lazy Lady, and Flyer — with passenger capacities ranging from 49 to 125, supporting multiple daily departures and all-inclusive pricing that bundles equipment, food, and an open bar.

The business operates a direct-to-consumer model through the keywestsebago.com website with an integrated FareHarbor booking engine and a Best Price Guarantee to disintermediate third-party resellers. Revenue is generated from per-person ticket sales (pricing from $39.95 for dolphin encounters up to $169.95 for jet ski tours), premium liquor upgrades, fully customizable private charters for corporate events and celebrations, gift cards, and onboard food and beverage service. Distribution is supported by an in-house marketing team operating across TripAdvisor (9,000+ five-star reviews, 2024 Travelers Choice Award), Instagram (@sebagokeywest), Facebook, a content blog, and formalized influencer and affiliate programs.

Since July 23, 2019, Sebago has operated as part of RED Hospitality & Leisure, a subsidiary of Ashford Inc. (NYSE American: AINC). Under RED's ownership, Sebago has expanded into cruise-line shore excursions across Americas ports of call (announced July 2024) and broadened its product line with the Power Adventure package and Axopar private charter. The company is Great Place To Work Certified (Oct 2022–Oct 2023) and positions itself as the longest-established day-charter catamaran operation in the continental United States.

Name

Sebago Watersports

Legal name

Sebago Watersports

Website

https://keywestsebago.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

Sebago Watersports operates a fleet of five USCG-inspected vessels out of Key West, Florida, offering snorkeling, sunset sails, dolphin watching, parasailing, sandbar adventures, and private charters. It serves leisure tourists, families, and corporate/special-event groups through direct-to-consumer online booking.

Ownership category

akta.pro rank

Product category

Watersports Tour Services

NAICS

Scenic and Sightseeing Transportation, Water (4872), Scenic and Sightseeing Transportation, Water (487210), Coastal and Great Lakes Passenger Transportation (483114)

SIC

Services-Amusement & Recreation Services (7900), Water Transportation (4400)

akta.pro primary industry

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA)

Keywords

• Boat tour services
• Watersports excursions
• Snorkeling tours
• Sunset cruises
• Private charters

Headquarters

HQ city

Key West

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Watersports Tours: Revenue from selling tickets to various tour experiences including snorkeling, sunset sails, dolphin watching, sandbar adventures, and combo tours. Tours are priced per person with different tiers based on experience type and duration.
2. Private Charters: All ships available for private charters with fully customized experiences including beverages, food from their catering kitchen, music arrangements (DJ, steel drum percussionist, 5-piece band), or satellite radio.
3. Onboard Food & Beverage Service: All-inclusive tours feature complimentary beverages (beer, wine, sangria, soft drinks) and freshly prepared food. Premium liquor upgrades and specialty cocktails available for additional fees.
4. Gift Cards: Gift cards sold for special occasions including anniversaries, birthdays, holidays, weddings, and bachelor/bachelorette parties.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sebago Watersports is a tour agency that operates boat tours and watersports excursions in Key West, Florida. The company sells tickets to snorkeling tours, sunset sails, dolphin watching trips, sandbar adventures, eco-tours, and parasailing aboard a fleet of five vessels including 60-foot luxury catamarans, a tiki boat, and schooners. It also offers fully customizable private charters for corporate events, weddings, and group celebrations with onboard catering, beverages, and entertainment.

Product overview

Sebago Watersports is a tour and watersports company offering a diverse portfolio of experiences primarily centered around Key West's marine environment. The core offerings include snorkeling tours, sunset sails, dolphin watching (with 100% sighting guarantee), eco-tours, parasailing, and sandbar adventures aboard various vessels including luxury catamarans (Marquesa, Cubed, Teralani 2), schooners, and the tiki boat 'Lazy Lady.' The company also provides private catamaran charters for events. Partner integrations extend offerings to include jet ski tours, glass bottom boat tours, and combo watersports adventures. As part of RED Hospitality & Leisure, Sebago positions itself as the longest established day-charter catamaran operation in the continental United States, having operated since 1988.

Differentiator

Problem solved

Functional benefit

Products and services

• Snorkeling Tours

Quantifiable outcome

• Over 9,000+ 5-star reviews from travelers
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Turks Boat CharterminorOthersPreferred partner offering boat charter services in the Turks and Caicos region, referenced as part of Sebago's partner network.
• Cuban Coffee QueenminorOthersLocal Key West vendor providing Cuban Coffee Queen beverages for the Mimosa Mornings Snorkel tour breakfast service.
• Old Town BakeryminorOthersLocal Key West bakery providing croissants and baked goods for gourmet breakfast service on the Mimosa Mornings Snorkel tour.
• RED Hospitality & Leisure - Shore Excursion ProgramcoreStrategic or Co-development PartnerRED Hospitality & Leisure announced entry into the cruise industry with shore excursion programs. Sebago is positioned as a key asset for providing watersports shore excursions to cruise guests across key ports of call in the Americas.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Dolphin Research Center: Florida Keys-based marine mammal and dolphin education/tourism operation. Comparable in geography and overlap on dolphin encounters, but with a stronger educational/non-profit orientation.

Broad incumbents

• Hornblower Cruises & Events: Large established operator of dinner cruises, sightseeing cruises, and marine excursions across multiple U.S. markets. Comparable business model in marine sightseeing/chartering, but at much broader scale and as part of a diversified portfolio.
• City Cruises / City Experiences: Major U.S. sightseeing, dining cruise, and marine excursion operator with multi-port presence. Overlaps with Sebago on the marine sightseeing/excursion concept but operates at significantly larger scale and across many geographies.

Direct peers

• Sunset Watersports: Key West operator offering dolphin, sunset, snorkel, parasail, and jet ski tours from Key West — directly comparable product mix, customer base, and pricing to Sebago.
• Fury Water Adventures: Key West-based competitor operating a large fleet of catamarans, jet skis, parasail boats, and snorkel/dolphin/sunset tours. Direct overlap with Sebago on virtually every product category, customer segment, and price tier in the same Key West market.
• Tropics Boat Tours: Key West sightseeing and sunset boat tour operator with comparable vessel-based experience offerings and target tourist customers.
• Barefoot Billy's: Key West jet ski, parasail, and snorkel operator. Direct competitor on the high-adventure watersports side of Sebago's portfolio, and notably a previous employer of one of Sebago's team members.
• Crystal Clear Watersports: Key West-based parasailing, jet ski, and boat tour operator offering sunset, dolphin, and snorkel trips — comparable offerings and target market to Sebago.
• Lazy Dog Adventures: Key West outfitter offering kayak, paddleboard, snorkeling, and eco-tours. Comparable on the eco-tour and water-sports side of Sebago's portfolio in the same market.

Others

• Turks Boat Charter: Already listed as a Sebago preferred partner in Turks and Caicos. Relevant as an adjacent operator in the same yacht/sightseeing charter category but in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sebago.watersports.3
• LinkedInlinkedin.com/company/1853300/admin
• Instagraminstagram.com/sebagokeywest
• Xx.com/SebagoKeyWest

Compliance3 records

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 Sebago Watersports