Windward Boats

What Windward Boats does

Windward Boats is a privately held, locally owned marine dealership founded in 1984 in Kailua, Oahu, Hawaii. The company operates three full-service retail locations across the Hawaiian island chain — Windward Boats (Kailua, Oahu), Maui Marine Center (Wailuku, Maui), and Hawaii Marine Center (Keaau, Big Island) — making it the only multi-island full-line marine dealer of comparable scale in the state. It carries new boats from 12+ brands including Boston Whaler, Robalo, Barletta Pontoon, Sea Ray, Bayliner, World Cat, Defiance, Arima, Maycraft, and Inmar RHIBs, alongside pre-owned boats, outboard motors from Yamaha, Honda, Mercury, and Tohatsu (2.3HP to 425HP), kayaks (Hobie, Hoodoo), and EZ Loader trailers. The company claims to be the largest dealer for Mercury, Honda, and Yamaha in Hawaii and is positioning itself as the "#1 boat and motor dealer" in the state in its 40th year of operation.

The business model is direct-to-consumer and transactional. Revenue is generated across eight distinct streams: new boat sales, pre-owned boat sales (including trade-ins), outboard motor sales (new and used), parts and accessories (via an online parts store at windwardboats.shop), service and repair, kayak sales, trailer sales, and boat/motor financing (now offered at all three locations). Pricing is unit-based and quote-driven, with entry-level boats starting around $29,995 (Bayliner Element E16) and premium models exceeding $109,995 (Defiance ADMIRAL 220 EX, Maycraft 2300 Pilot House); outboard motors range from approximately $899 (Yamaha F2.5SMHB) to over $10,000 at the high-horsepower end. The company runs bundled repower packages combining engine, components, and labor across all four outboard brands, and supports the sale with factory-authorized warranty programs (Yamaha Extended, Mercury, Honda).

The go-to-motion is omnichannel in a deliberately traditional sense: physical showroom visits across three islands, phone-based inside sales (808-263-6030), a Dealer Spike-powered website with searchable inventory and finance pre-approval forms, organic social on Facebook and Pinterest, factory-driven promotional events (e.g., Military/Medical/First Responder Discount Program), and a separate e-commerce parts storefront. Customer segments are horizontal and persona-based — individual recreational boat buyers, fishing enthusiasts (offshore and nearshore), and kayak/water sports users — with no enterprise or institutional accounts disclosed. The company is a channel partner/dealer for its OEM brand partners, not a manufacturer; its economic moat is built on multi-island distribution scale, 40-year local brand equity, and authorized-dealer status at the largest outboard brands rather than proprietary technology.

Name

Windward Boats

Legal name

Windward Boats

Website

https://windwardboats.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Windward Boats is a privately held, 40-year-old full-service marine dealership operating three locations across Hawaii (Kailua, Wailuku, Keaau), selling new and pre-owned boats, outboard motors, kayaks, trailers, parts, and service to individual recreational boaters and fishing enthusiasts.

Ownership category

akta.pro rank

Product category

Marine Dealership

NAICS

Boat Dealers (441222), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Ship Building and Repairing (336611)

SIC

Ship & Boat Building & Repairing (3730), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industries

Marine Trailer & Transport Equipment Retail (CRAMAIAL), Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG)

Keywords

• Marine boat dealership
• Outboard motor sales
• Boat repair services
• Marine parts accessories
• Boat financing services

Headquarters

HQ city

Kailua

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. New Boat Sales: Sale of new boats from multiple manufacturers including Boston Whaler, Robalo, Bayliner, Sea Ray, Barletta, Defiance, Arima, Maycraft, World Cat, and Inmar. Boats range from entry-level to premium models with prices from approximately $29,995 to over $100,000.
2. Pre-Owned Boat Sales: Sale of used boats taken in trade, including various brands and boat types.
3. Outboard Motor Sales: Sale of outboard motors from Yamaha, Honda, Mercury, and Tohatsu with horsepower ranging from 2.3HP to 425HP. Engine sales include both new and used units.
4. Parts and Accessories: Sale of boat parts, accessories, and marine electronics. Online parts store available at windwardboats.shop.
5. Service and Repair: Full-service marine dealership providing maintenance, repair, and warranty services for boats and motors.
6. Kayak Sales: Sale of kayaks including Hobie kayaks, Hobie Cat kayaks, and Hoodoo Sports Impulse kayaks.
7. Trailer Sales: Sale of EZ Loader boat trailers.
8. Financing: Financing options for boats and motors now available at all locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Windward Boats is a full-service marine dealership operating across three Hawaiian locations (Kailua on Oahu, Wailuku on Maui, and Keaau on the Big Island). The company sells new and pre-owned boats from brands such as Boston Whaler, Robalo, Barletta Pontoon, Bayliner, Sea Ray, World Cat, Defiance, Arima, Maycraft, and Inmar, along with outboard motors from Yamaha, Honda, Mercury, and Tohatsu, kayaks (Hobie, Hoodoo Sports), and EZ Loader trailers. In addition to sales, the dealership provides in-house marine service and repair, parts and accessories (via a separate online parts store), boat financing, and trade-in evaluation.

Product overview

Windward Boats is a marine dealership network operating across three Hawaii locations (Kailua, Oahu; Maui Marine Center in Wailuku; and Hawaii Marine Center in Keaau on the Big Island). The company sells a diverse portfolio of boat brands including Boston Whaler, Robalo, Barletta Pontoon, Sea Ray, Bayliner, World Cat, Inmar RHIBs, Defiance, Arima, Maycraft, and Hobie Catamarans. They are specialists in outboard motors from Yamaha, Honda Marine, Mercury Marine, and Tohatsu, with repower services bundling engine, components, and labor. Additional offerings include kayaks (Hobie and Hoodoo Sports), boat trailers (EZ Loader), parts and accessories, financing, and full-service marine repair. The dealership is the largest dealer for Mercury, Honda, and Yamaha in Hawaii, proudly operating for over 40 years as a locally owned business.

Differentiator

Problem solved

Functional benefit

Brands

• Maui Marine Center: Full service marine dealership location in Wailuku, Maui
• Hawaii Marine Center

Products and services

• New Boat Sales Sale of new boats from multiple manufacturers including Boston Whaler, Robalo, Barletta Pontoon, Bayliner, Sea Ray, World Cat, Defiance, Arima, Maycraft, Inmar, Sweetwater, and Hurricane. Models range from entry-level (around $29,995) to premium (over $100,000).
• Pre-Owned Boat Sales Sale of used boats taken in trade, spanning multiple brands and boat types.
• Outboard Motor Sales Sale of new and used outboard motors from Yamaha (4HP to 425HP), Honda Marine (2.3HP to 250HP), Mercury (3.5HP to 400HP), and Tohatsu, including repower package bundling of engine, components, and labor.
• Kayak Sales Sale of Hobie Cat kayaks (Mirage pedal kayaks and ITREK models) and Hoodoo Sports Impulse 120 fishing kayaks, starting around $2,550.
• Boat Trailer Sales Sale of EZ Loader boat trailers for transporting vessels.
• Marine Service and Repair Full-service marine dealership providing maintenance, repair, and warranty services for boats and motors at all three Hawaiian locations, including service quote requests.
• Parts and Accessories Sale of marine parts, accessories, electronics (Garmin), and Fishmaster T-Tops through the parts department and a dedicated online parts store at windwardboats.shop.
• Boat Financing Financing options available for boats and motors at all Windward Boats locations.
• Boat Trade-In Evaluation and Sell Your Boat Trade-in evaluation service for customers looking to sell or exchange their current boat against a new purchase.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• Barletta PontooncoreChannel Partner/ Reseller/ DistributorWindward Boats is a major dealer for Barletta Pontoon boats, one of the largest Full Service Marine Dealerships for Barletta in Hawaii. Carries multiple Barletta models including CABRIO and ARIA series pontoon boats.
• Yamaha MarinecoreChannel Partner/ Reseller/ DistributorLargest Yamaha dealer with hundreds of Yamaha outboard motors in stock from 4HP to 425HP. Specializes in Yamaha repower services. Financing available for Yamaha products.
• Honda MarinecoreChannel Partner/ Reseller/ DistributorLargest Honda Marine dealer with Honda outboard motors in stock from 2.3HP to 250HP. Specializes in Honda repower services.
• Mercury MarinecoreChannel Partner/ Reseller/ DistributorLargest Mercury/Mercruiser dealer with Mercury motors in stock from 3.5hp to 400hp. Specializes in Mercury repower services. Offers Mercury extended warranty.
• Boston WhalercoreChannel Partner/ Reseller/ DistributorMajor dealer for Boston Whaler boats including Montauk series, Super Sport series. Multiple Boston Whaler models in stock and on order.
• BaylinercoreChannel Partner/ Reseller/ DistributorMajor dealer for Bayliner boats including Element, Trophy Series, V Series, M Series, and D Series models.
• Sea RaycoreChannel Partner/ Reseller/ DistributorDealer for Sea Ray boats including SPX series sport boats.
• RobalocoreChannel Partner/ Reseller/ DistributorDealer for Robalo boats including R160, R180, R200, and R207 center console and dual console models.
• World CatcoreChannel Partner/ Reseller/ DistributorDealer for World Cat catamaran boats including 230SD and 400DC-X models.
• ArimacoreChannel Partner/ Reseller/ DistributorDealer for Arima boats including Sea Chaser and Sea Ranger series with multiple models in stock and on order.
• Hobie CatcoreChannel Partner/ Reseller/ DistributorHobie Sailcat and Kayak Dealer in Hawaii. Offers Hobie Cat sailing options and Hobie kayaking options including Mirage series and ITREK models.
• EZ LoadercoreChannel Partner/ Reseller/ DistributorDealer for EZ Loader boat trailers.
• TohatsucoreChannel Partner/ Reseller/ DistributorTohatsu repower specialist alongside Yamaha, Honda, and Mercury. Tohatsu outboard motors in stock.
• Defiance BoatscoreChannel Partner/ Reseller/ DistributorDealer for Defiance boats including 190 Catalina and ADMIRAL 220 EX models.
• Inmar RHIBscoreChannel Partner/ Reseller/ DistributorDealer for Inmar inflatable boats including 320R-AL, 365R-AL, and 470R-PT models.
• MaycraftcoreChannel Partner/ Reseller/ DistributorDealer for Maycraft boats including 2300 Pilot House model.
• HurricanecoreChannel Partner/ Reseller/ DistributorDealer for Hurricane boats including SunDeck series.
• SweetwatercoreChannel Partner/ Reseller/ DistributorDealer for Sweetwater boats.
• Glacier Bay CatamaransminorChannel Partner/ Reseller/ DistributorOccasionally deals pre-owned Glacier Bay Catamaran boats.
• Twin VeeminorChannel Partner/ Reseller/ DistributorOccasionally deals pre-owned Twin Vee boats.
• Hoodoo SportscoreChannel Partner/ Reseller/ DistributorDealer for Hoodoo Sports kayaks including Impulse 120 Fishing Kayak.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Galati Yacht Sales: Galati Yacht Sales is a multi-location luxury and sport fishing boat dealer operating across the U.S. Gulf Coast, with new/used sales, in-house service, and OEM authorizations for many of the same brands Windward Boats carries (Boston Whaler, Sea Ray, Viking, etc.).
• HMY Yacht Sales: HMY Yacht Sales is one of the largest U.S. yacht and sport fishing boat brokerages/dealers with multiple East Coast and Gulf locations, offering new boats from premium brands, pre-owned sales, and service — directly comparable to Windward Boats' multi-island Hawaii operation.
• OneWater Marine: OneWater Marine is a publicly traded multi-brand boat retailer with 100+ locations across the U.S., offering new and pre-owned boats, parts, service, and financing. Its dealership-and-services model directly parallels Windward Boats' full-service Hawaii operation at a much larger scale.
• MarineMax: MarineMax is the largest publicly traded recreational boat and yacht retailer in the U.S., operating ~130 locations across multiple states. It is the most directly comparable public peer to Windward Boats given its multi-brand new/used boat sales, in-house financing, service, parts, and OEM-authorized dealership model.
• Nautical Ventures Group: Nautical Ventures operates multiple Florida boat dealerships carrying Boston Whaler, Robalo, Bayliner, World Cat, and similar brands to those Windward Boats carries, with new/used sales, service, parts, and finance — a directly comparable multi-brand retail model.

Others

• Brunswick Corporation (Mercury Marine): Brunswick, parent of Mercury Marine, is the dominant U.S. outboard and sterndrive manufacturer and a critical OEM partner for Windward Boats. Brunswick's broader portfolio (Boston Whaler, Sea Ray, etc.) also overlaps the boat brands Windward Boats carries, making Brunswick both supplier and potential competitive force if it shifts toward direct retail.
• Yamaha Marine (U.S.): Yamaha Marine is one of Windward Boats' core OEM partners and the supplier behind its largest outboard franchise. As a manufacturer, Yamaha is the upstream counterparty whose authorizations and direct-sales strategy most directly shape Windward Boats' competitive position.
• Honda Marine (U.S.): Honda Marine is another core OEM supplier of outboard motors carried by Windward Boats (2.3HP to 250HP). As a key manufacturer partner, Honda's distribution strategy and warranty programs directly affect Windward Boats' product mix and service revenue.

Broad incumbents

• West Marine: West Marine is the largest U.S. marine parts, accessories, and apparel retailer with hundreds of stores. While it is no longer a primary new-boat dealer, it competes directly with Windward Boats' parts, accessories, and service revenue lines across Hawaii and the mainland.
• Bass Pro Shops / Cabela's Boat Centers: Bass Pro Shops / Cabela's operates in-store and standalone boat centers selling Tracker, Nitro, and other brands nationwide. It is a broader outdoor retail incumbent that overlaps Windward Boats' boat and outboard sales lines as part of a much wider hunting/fishing retail portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WindwardBoats
• Pinterestpinterest.com/windwardboats
• Xx.com/windwardboats
• LinkedInlinkedin.com/company/windward-boats-inc.

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Windward Boats