Iguana Marine Group
Iguana Marine Group is a private multi-brand boat dealership operating five retail and service locations across Missouri, Oklahoma, and Texas, selling new and pre-owned boats from 9+ premium manufacturers alongside service, parts, financing, and pro-shop retail.
- Company typePrivate
- Founded-
- HeadquartersOsage Beach, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Iguana Marine Group does
Iguana Marine Group (IMG) is a private, multi-brand boat dealership group headquartered at 4773 Osage Beach Parkway, Osage Beach, Missouri, on Lake of the Ozarks. The company operates four physical dealership and service locations — Lake of the Ozarks (MO), Grand Lake (Grove, OK), St. Louis (Hazelwood, MO), and Kansas City (Raytown, MO) — plus a Lake Texoma, Texas satellite, and holds authorized-dealer status for more than ten premium boat brands including Malibu Boats, Axis Boats, Godfrey Pontoon Boats, Hurricane Boats, IKON Bass Boats, Schaefer Yachts, Formula Boats, Statement Performance Boats, HCB Center Console Yachts, and Black Thunder Powerboats (the last on an exclusive basis). Stated headcount is 101–250 employees.
Beyond new and pre-owned boat sales, IMG runs an integrated service, parts, accessories, and pro-shop operation. Four service centers cover inboard and outboard engine repair, transmission service, electrical troubleshooting, fiberglass and gelcoat work, ceramic coating, prop repair, winterization/summerization, surf and ballast systems, marine LED and stereo upgrades, and detailing; parts and motor sales span Mercury, Mercury Racing, Honda, Yamaha, Indmar, and PCM. The in-house "Pro Shop" retail channel sells watersports gear, life jackets, marine audio, and lake apparel, and the company offers an online financing application with payment calculator plus trade-in, consignment, and brokerage services, as well as paid wakeboard and wakesurf lessons and demo scheduling. The website also hosts online Malibu Boat Designer and Axis Boat Designer configurator tools that match buyer activity, seating, and budget inputs to model recommendations.
Distribution and go-to-market is omnichannel but anchored in physical retail, combining SEO-optimized brand and category landing pages, programmatic city-level pages for HCB inventory across multiple states, organic social (Facebook, Instagram, YouTube), blog and video content, in-person events and demos, and email lead capture. Revenue is generated primarily through unit-priced new and pre-owned boat sales (listed units range from approximately $30K to $2.58M for the 2025 HCB 48 Campeon), supplemented by service labor, parts and motor sales, pro-shop retail, financing referral, trade/consign/brokerage spread, and lessons. No revenue, funding, ownership, or founding-date disclosures are present in the source data.
Iguana Marine Group firmographics
Firmographics- Name
- Iguana Marine Group
- Legal name
- Iguana Marine Group
- Website
- https://iguanamarinegroup.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Iguana Marine Group is a private multi-brand boat dealership operating five retail and service locations across Missouri, Oklahoma, and Texas, selling new and pre-owned boats from 9+ premium manufacturers alongside service, parts, financing, and pro-shop retail.
- Ownership category
- akta.pro rank
Iguana Marine Group industry classification
Industry- Product category
- Boat Dealership
- NAICS
- Boat Dealers (441222)
- akta.pro primary industry
- Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)
- akta.pro secondary industries
- Marine Trailer & Transport Equipment Retail (CRAMAIAL), Saltwater & Offshore Fishing Specialty Retail (CRAMALAC)
Keywords
Where Iguana Marine Group is headquartered
LocationHeadquarters
- HQ city
- Osage Beach
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Iguana Marine Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Boat Sales: Sale of new boats from brand partners (Malibu, Axis, Godfrey, Hurricane, IKON, Schaefer Yachts, Formula, Statement, HCB, Black Thunder) at listed MSRP/inventory prices.
- Used/Pre-Owned Boat Sales: Sale of used and brokerage boats sourced via trade-in, consignment, and direct purchase.
- Trade-In, Consignment & Brokerage: Trade-in purchases, outright boat purchases from sellers, and consignment/brokerage arrangements with revenue earned via spread or commission.
- Boat Service & Repair: Paid boat service and repair work (inboard, outboard, engine, transmission, electrical, fiberglass/gelcoat, ceramic coating, props, winterization, surf/ballast, stereo, detailing) across four service centers.
- Parts, Motors & Accessories Sales: Sales of marine parts and accessories plus new motors from Mercury, Honda, Yamaha, Mercury Racing, Indmar, and PCM brands.
- Pro Shop Merchandise: Retail of wakesurf boards, wakeboards, water skis, foil boards, tubes, life jackets, ballast bags, marine audio, cleaning supplies, boating accessories, and lake apparel from in-store and online pro shops.
- Boat Financing Intermediation: Boat financing application referral service and protective product offerings (e.g., 'Protect Your Investment') supporting finance-driven sales.
- Lessons & Demo Experiences: Paid wakeboard/wakesurf lessons and demo/test-ride experiences that drive conversion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Per-unit boat pricing with MSRP-style listed prices on new and used inventory |
| Other | Monthly | Financed monthly payment option via in-house loan calculator |
| Other | Pay-as-you-go | Quote-based trade-in, sell, and consignment valuations |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Iguana Marine Group product offering
Product offeringCore offering
Iguana Marine Group is a multi-brand boat dealership that sells new and pre-owned boats from premium manufacturers (Malibu, Axis, Godfrey, Hurricane, IKON, Schaefer, Formula, Statement, HCB, Black Thunder) across four full-service locations in Missouri, Oklahoma, and Texas. Beyond boat sales, the company offers in-house boat service and repair, a Pro Shop for watersports parts and accessories, boat financing intermediation, trade-in/consignment/brokerage services, demos, and wakeboard/wakesurf lessons. Online configurator tools (Malibu Boat Designer, Axis Boat Designer) and a financing calculator support the digital buying journey.
Product overview
Iguana Marine Group (IMG) operates a multi-brand boat dealership platform rather than a single unified product. The core offering is boat sales across new and used inventory sourced from more than ten boat manufacturer brands (Malibu Boats, Axis Boats, Godfrey Pontoon Boats, Hurricane Boats, IKON Bass Boats, Schaefer Yachts, Formula Boats, Statement Performance Boats, HCB Center Console Yachts, and Black Thunder Powerboats), augmented by an online Malibu Boat Designer and Axis Boat Designer configuration tool. Around this core retail platform, IMG bundles four service modules: a Boat Service & Repair department (engine, transmission, electrical, fiberglass, ceramic coating, winterization, ballast, marine LED, stereo), a retail Pro Shop for watersports gear and accessories, a Boat Financing module with application and payment calculator, and a Boat Quote Service for trade/sell/consignment valuations. The platform also includes Demo scheduling and wakeboard/wakesurf lessons and is delivered across four physical dealership locations in Missouri and Oklahoma plus a Texas (Lake Texoma) satellite.
Differentiator
Problem solved
Functional benefit
Brands
- The Pro Shop at Iguana Marine Group: In-house pro shop operated by Iguana Marine Group selling wakesurf boards, wakeboards, water skis, life jackets, marine audio, boating accessories, and lake apparel at four store locations.
Products and services
- New Boat Sales Authorized-dealer sales of new boats from premium manufacturers including Malibu, Axis, Godfrey, Hurricane, IKON, Schaefer, Formula, Statement, HCB, and Black Thunder Powerboats, available at four physical dealership locations and via online inventory. Targeted at individual recreational boat buyers across wake/surf, pontoon, fishing, bowrider, center console, and yacht categories.
- Used and Pre-Owned Boat Sales Sale of used, trade-in, brokerage, and consigned pre-owned boats, sourced via direct purchase, trade-in, and consignment arrangements. Targeted at recreational boat buyers seeking value-priced inventory with brand variety.
- Boat Service and Repair Comprehensive boat maintenance and repair services including inboard and outboard engine service, transmission service, electrical troubleshooting, fiberglass and gelcoat repair, ceramic coating, prop repair, winterization and summerization, surf system and ballast system service, marine LED lighting, stereo upgrades, and detailing. Delivered at four service centers with 100+ combined years of repair experience.
- Pro Shop (Parts, Motors, and Watersports Accessories) Retail of OEM and aftermarket marine parts, new outboard and inboard motors (Mercury, Honda, Yamaha, Mercury Racing, Indmar, PCM), wakesurf boards, wakeboards, water skis, foil boards, tubes and ropes, life jackets, wetsuits, ballast bags, marine audio, cleaning supplies, boating accessories, and lake apparel. Operated in-store at four locations and online.
- Boat Financing Intermediation Boat financing application referral, monthly payment calculator, and protective product offerings (e.g., 'Protect Your Investment') supporting financed boat purchases. Includes online loan calculator configurable for sales tax, down payment, APR, and term.
- Trade-In, Consignment, and Brokerage Service Service for boat owners who want to trade in, sell outright, or consign/broker their boat through IMG. Online quote form captures inquiry type and boat details (make, model, year, hours, hull number, accessories) to generate a tailored market-based valuation, with revenue earned via spread or commission on resale.
- Wakeboard and Wakesurf Lessons Paid wakeboard and wakesurf lessons delivered at IMG locations, paired with demo/test-ride experiences to support boat purchase conversion. Targeted at new and prospective boat owners developing water-sport skills.
- Online Boat Designer Tools (Malibu Boat Designer and Axis Boat Designer) Interactive online configurator tools that translate buyer preferences (favorite boating activities, desired seating capacity, and budget) into tailored Malibu or Axis boat model recommendations. Used as a pre-purchase engagement and lead-capture tool on the IMG website.
Quantifiable outcome
- Service team with 100+ combined years of boat-repair experience across four service centers
- +3 more outcomes
Companies that use Iguana Marine Group
Customer profileIdeal customer profiles3 records
Iguana Marine Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Iguana Marine Group partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, core and minor.
- Malibu BoatsflagshipAuthorized dealer of Malibu Boats' LX, LSV, MXZ, M-Series, and Crossover & Ski lines, with a dedicated Malibu Boat Designer configurator on the site and brand-authorized service for Malibu boats.
- Axis BoatsflagshipAuthorized dealer of Axis wakeboats (A20, A225, A245, T220, T220-R, T235, T250) with a dedicated Axis Boat Designer configurator and brand-authorized Axis service.
- Godfrey Pontoon BoatscoreAuthorized dealer of Godfrey pontoon/tritoon lines including Aqua Patio, Mighty G, Monaco, Sanpan, Sweetwater, XP, and Xperience, with brand-authorized service.
- Hurricane BoatscoreAuthorized dealer of Hurricane Boats' Center Console, FunDeck, SunDeck, SunDeck Sport, and Yacht Series, with brand-authorized service.
- IKON Bass BoatscoreAuthorized dealer of IKON Legend Bass, Multi-Species, and Victory Bass series, including LX Elite/Legacy, MSX 23 V1/V2/V3, and LV Elite/Signature/Xcellence models, with brand-authorized service.
- Schaefer YachtsflagshipAuthorized dealer of Schaefer Yachts (25m, 375, 400, 450, 510GT Pininfarina, 510GTS Pininfarina, 600, 660, 770, v33, v44) with brand-authorized service.
- Formula BoatsflagshipAuthorized dealer of Formula Boats' Bowrider, Crossover Bowrider, Super Sport Crossover, All Sport Crossover, and Sun Sport lines (240/270/290/310 Bowrider, 330/350/360 CBR, 380/400/430/500 SSC, 430 ASC, 387/457 CCS, 387/457 CCF, 310/350 Sun Sport) with brand-authorized service.
- Statement Performance BoatscoreAuthorized dealer of Statement Center Console models (350 Open, 360 Cat, 380 Open, 430 Tigress) with brand-authorized service.
- HCB Center Console YachtsflagshipAuthorized dealer of HCB Center Console Yachts' Campeon, Estrella, Lujo, Speciale, Suenos GIX, and Suenos RXV models, with brand-authorized service and dedicated city-level landing pages across many U.S. states.
- Black Thunder Offshore Power BoatsflagshipExclusive partnership with Black Thunder Offshore Power Boats, with both new and used Black Thunder inventory (e.g., 2001 43 EC Raised Deck, 2022 43 EC Raised Deck) listed on the site.
- Mercury Marine (Mercury / Mercury Racing)coreAuthorized seller of Mercury Motors and Mercury Racing Motors, with Mercury power installed across the inventory (e.g., Mercury 250 ProXS, Mercury Racing 520, Mercury Verado 600, Mercury 350 Verado).
- Honda Marine (Honda Motors)minorAuthorized seller of Honda outboard motors, listed under Parts & Accessories menu.
- Yamaha Marine (Yamaha Motors)minorAuthorized seller of Yamaha outboard motors, listed under Parts & Accessories menu.
- Indmar Products (Indmar Motors and Engines)minorAuthorized seller of Indmar inboard motors and engines, listed under Parts & Accessories menu.
- PCM (PCM Motors & Engines)minorAuthorized seller of PCM inboard motors and engines, listed under Parts & Accessories menu.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Iguana Marine Group competitors and assessment
Company assessmentDirect peers
- SkipperBud's: Family-owned Midwest multi-location boat dealer with similar premium brand mix (Sea Ray, Cruisers Yachts, Tiara) and full-service marina operations. Highly comparable in geography and customer base to IMG.
- Big Thunder Marine: Lake of the Ozarks-based multi-brand boat dealer with overlapping brand portfolio (Formula, Hurricane, Black Thunder). A direct regional competitor and the only other authorized Black Thunder partner in the area.
- OneWater Marine: Public multi-location boat retailer operating premium brands (e.g., Hinckley, Chris-Craft, Pursuit, Cigarette). Directly comparable to IMG's premium multi-brand model and active acquirer of regional dealers.
- MarineMax: Public multi-brand recreational boat dealer with new/used sales, service, financing, and parts across the U.S. Closest direct competitor to IMG's multi-brand premium dealership model, including yacht and center console exposure.
- Nautical Ventures: Multi-brand Florida boat dealer focused on center consoles, yachts, and premium fishing boats with brokerage and service. Comparable premium-center-console/yacht segment exposure to IMG's HCB, Statement, and Schaefer mix.
- Strong's Marine: Multi-location New York/Mid-Atlantic boat dealer with similar premium mix and full-service (sales, service, parts, storage). Comparable business model though different geography.
- Galati Yacht Sales: Multi-location yacht and motor yacht dealer on the Gulf Coast with high-net-worth customer focus and service operations. Comparable premium center console and yacht sales/financing/brokerage model to IMG's HCB and Schaefer lines.
- Russell Marine (Lake of the Ozarks): Long-established Lake of the Ozarks boat dealer carrying Malibu, Axis, and other premium brands IMG also sells. Direct regional competitor in IMG's home lake market.
Others
- Malibu Boats: OEM supplier to IMG and one of IMG's two flagship wake/wake-surf brand partners. Key upstream counterparty - IMG's sales mix and configurator tools are anchored to Malibu's product roadmap.
Broad incumbents
- Brunswick Corporation (Sea Ray, Mercury Marine): Boat manufacturer and parent of Mercury Marine and Sea Ray - a brand-side incumbent whose products (especially Mercury motors) flow through IMG's inventory. Sets the competitive context for OEM-dealer economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Iguana Marine Group social profiles
Digital presenceIguana Marine Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Iguana Marine Group leadership team
Management profileNumber of profiles
Iguana Marine Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Iguana Marine Group 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 Iguana Marine Group
What does Iguana Marine Group do?
Iguana Marine Group is a multi-brand boat dealership that sells new and pre-owned boats from premium manufacturers (Malibu, Axis, Godfrey, Hurricane, IKON, Schaefer, Formula, Statement, HCB, Black Thunder) across four full-service locations in Missouri, Oklahoma, and Texas. Beyond boat sales, the company offers in-house boat service and repair, a Pro Shop for watersports parts and accessories, boat financing intermediation, trade-in/consignment/brokerage services, demos, and wakeboard/wakesurf lessons. Online configurator tools (Malibu Boat Designer, Axis Boat Designer) and a financing calculator support the digital buying journey.
Is Iguana Marine Group a public or private company?
Iguana Marine Group is a private company. It is classified as unknown and is currently operating.
When was Iguana Marine Group founded?
Iguana Marine Group was founded in -1. It employs 101 to 250 people.
Where is Iguana Marine Group based?
Iguana Marine Group is headquartered in Osage Beach, United States, in the North America region.
How does Iguana Marine Group make money?
Eight revenue lines are on record. New Boat Sales are the primary driver. The others are used/Pre-Owned Boat Sales, trade-In, Consignment & Brokerage, boat Service & Repair, parts, Motors & Accessories Sales, pro Shop Merchandise, boat Financing Intermediation and lessons & Demo Experiences.
Who are Iguana Marine Group's main competitors?
Direct peers on record are SkipperBud's, Big Thunder Marine, OneWater Marine, MarineMax, Nautical Ventures, Strong's Marine, Galati Yacht Sales and Russell Marine (Lake of the Ozarks). Malibu Boats is listed as an others. Brunswick Corporation (Sea Ray, Mercury Marine) is listed as a broad incumbent.
Does Iguana Marine Group have an API?
No public API is recorded for Iguana Marine Group.
What industry is Iguana Marine Group in?
Iguana Marine Group's product category is Boat Dealership. Its primary akta.pro industry code is CRAMAIAB, Marine Parts, Accessories & Maintenance Supplies Retail, with a secondary code of CRAMAIAL, Marine Trailer & Transport Equipment Retail. Its NAICS code is 441222.