Miller Marine

What Miller Marine does

Miller Marine is a single-location, full-service boat dealership headquartered in Saint Cloud, Minnesota, operating a 120,000+ square foot climate-controlled indoor showroom displaying over 100 boats year-round. The firm sells new boats across nine OEM relationships (Bennington, Premier, Smoker Craft, Skeeter, Starcraft, Varatti, Crownline, plus Yamaha, Mercury, and Volvo Penta engines) alongside pre-owned inventory, boat trailers (Sports Haven, Yacht Club), and OEM parts and accessories through a separate e-commerce site called The Parts Lodge. The company self-identifies as the World's Largest Bennington Pontoon Dealer, anchoring its market position in the pontoon category while extending into fishing boats, deck boats, wakeboats, and fiberglass runabouts.

The business operates as a direct-to-consumer retailer with physical showroom plus e-commerce channels, supported by in-house service (Yamaha Pro Elite Plus certified), financing brokerage (8-15 year loan terms through industry lenders), winterization, storage, and trade-in valuations. Pricing on new inventory ranges from approximately $49,990 for entry-level fishing and pontoon models to over $219,990 for premium tritoons, with observed promotional discounting of up to $52,388 off MSRP and '90 Days, No Payments' finance campaigns. Customer segments are recreational boaters, fishing enthusiasts, and watersports users in Central Minnesota and the broader Midwest within driving distance of the Twin Cities.

Miller Marine is a subsidiary of the Power Lodge conglomerate, with corporate contact handled through a powerlodge.com email domain, and operates alongside sister Power Lodge locations in Ramsey, Brainerd, Onamia, Sauk Rapids, and Florida. Firmographic data lists year founded as 1932 and headcount of 1-10, though the latter figure appears inconsistent with the scale of the showroom and multi-department operations described. Revenue is not publicly disclosed. The firm has no documented venture capital, private equity, or public ownership, and is privately held under the Power Lodge umbrella.

Name

Miller Marine

Legal name

Miller Marine

Website

https://millermarine.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

Miller Marine is a full-service, single-location boat dealership in Saint Cloud, Minnesota, selling new and pre-owned pontoons, fishing boats, deck boats, and wakeboats alongside parts, service, financing, and storage to recreational consumers across Central Minnesota and the Upper Midwest.

Ownership category

akta.pro rank

NAICS

Boat Dealers (441222), Ship Building and Repairing (336611)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industry

Marine Trailer & Transport Equipment Retail (CRAMAIAL)

Keywords

• Boat dealership
• Pontoon sales
• Marine service center
• Boat financing
• Marine parts retail

Headquarters

HQ city

Saint Cloud

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Boat Sales: Sale of new boats including pontoons, tritoons, fishing boats, deck boats, and wakeboats from brands such as Bennington, Premier, Smoker Craft, Skeeter, Varatti, Starcraft, and Crownline. Boats range from entry-level fishing boats to luxury pontoons exceeding $200,000.
2. Pre-Owned Boat Sales: Sale of pre-owned and used boats across all categories, including pontoons, tritoons, and power boats.
3. Financing Services: In-house financing assistance through partnerships with industry lenders. Offers 8-15 year loan terms, simple interest loans with no prepayment penalties, enabling lower monthly payments for customers.
4. Parts & Accessories: Sale of OEM parts, boating accessories including tubes, pontoon diving boards, tow ropes, floating mats, boating kits, and apparel through The Parts Lodge e-commerce site.
5. Service Department: Full-service marine service including warranty work, recall look-ups, winterization, and general maintenance. Certified Yamaha Pro Elite Plus service dealer.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Miller Marine is a full-service boat dealership that sells new and pre-owned pontoons, tritoons, fishing boats, deck boats, wakeboats, and fiberglass runabouts from brands including Bennington, Premier, Smoker Craft, Skeeter, Starcraft, Varatti, Crownline, and Yamaha. The dealership also provides OEM parts and boating accessories, an on-site service department (warranty work, winterization, general maintenance), in-house boat financing through third-party lenders, trade-in valuations, and seasonal storage.

Product overview

Miller Marine is a full-service boat dealership operating as a single-location dealer rather than a platform-plus-modules architecture. The core offering centers on new and used boats across multiple categories: pontoons (Bennington as flagship brand where they are the World's Largest Bennington Dealer, plus Premier), tritoons, fishing boats (Smoker Craft and Skeeter), deck boats (Starcraft), wakeboats (Varatti), and fiberglass runabouts (Crownline). Yamaha outboard motors are sold as a key dealer. The company also offers pre-owned inventory, boat trailers (Sports Haven, Yacht Club), and a comprehensive suite of services including parts & accessories, service & maintenance, financing, winterization, storage, and delivery. All offerings are integrated through their 120,000+ square foot indoor showroom in St. Cloud, MN.

Differentiator

Problem solved

Functional benefit

Products and services

• Bennington Pontoons New Bennington pontoon boats sold as an authorized dealer, including M-Line, QXSBA, RTSB, RXFB, and S-Series configurations with Mercury, Yamaha, and other outboard engine options.
• Premier Pontoons New Premier pontoon boats sold as an authorized Premier dealer, positioned as luxury pontoon options.
• Smoker Craft Boats New Smoker Craft aluminum fishing boats sold as an authorized dealer, including the LAZER series.
• Starcraft Boats New Starcraft deck boats and multi-species fishing boats sold as an authorized dealer, including the SVX series.
• Varatti Wakeboats New Varatti wakeboats sold as an authorized dealer, targeting buyers seeking performance boats for wakeboarding and waterskiing.
• Crownline Boats New Crownline fiberglass runabouts and bowriders sold as an authorized dealer, including SS series models with Volvo Penta 280 duo-prop sterndrives.
• Yamaha Outboard Motors New Yamaha outboard motors sold as a Yamaha key dealer, paired with boats in Miller Marine's inventory and backed by Pro Elite Plus service.
• Pre-Owned Boats Pre-owned and used boats offered for sale across pontoons, tritoons, and power boat categories.
• Boat Parts and Accessories OEM parts and boating accessories (tubes, diving boards, tow ropes, floating mats, boating kits, apparel) sold through Miller Marine's parts department and The Parts Lodge storefront.
• Boat Service and Maintenance Full-service boat maintenance, warranty work, and recall look-up provided by Miller Marine's certified service department.
• Boat Financing In-house financing assistance through partnerships with industry marine lenders, offering 8-15 year simple interest loan terms with no prepayment penalties.
• Winterization and Storage Seasonal boat winterization and off-season storage services for Minnesota boat owners.

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

Twelve partnerships are on record, tiered core and minor.

• Power LodgecoreChannel Partner/ Reseller/ DistributorMiller Marine is a member of the Power Lodge family of dealerships. Power Lodge operates multiple sister stores including locations in Ramsey, Brainerd, Onamia, Sauk Rapids, and Florida. The Power Lodge brand provides operational framework, shared resources, and brand synergy across the dealership network.
• BenningtoncoreChannel Partner/ Reseller/ DistributorAuthorized Bennington pontoon dealer claiming World's Largest Bennington Dealer status. Bennington is a leading manufacturer of pontoon boats. Miller Marine stocks extensive inventory of Bennington models across multiple series including M-Line, QXSBA, RTSB, RXFB, and S-Series.
• YamahacoreChannel Partner/ Reseller/ DistributorYamaha key dealer and Pro Elite Plus service dealer. Yamaha provides outboard motors for many boats in Miller Marine's inventory. The Pro Elite Plus designation indicates highest level of Yamaha certification for service operations.
• Premier PontoonscoreChannel Partner/ Reseller/ DistributorAuthorized Premier pontoons dealer. Premier is a premium pontoon boat manufacturer, and Miller Marine is an authorized sales and service location for their products.
• Smoker CraftcoreChannel Partner/ Reseller/ DistributorAuthorized Smoker Craft dealer. Smoker Craft manufactures fishing boats and pontoons, with Miller Marine offering models including the LAZER series.
• SkeetercoreChannel Partner/ Reseller/ DistributorAuthorized Skeeter fishing boat dealer. Skeeter is known for performance fishing boats, complementing Miller Marine's fishing boat offerings.
• VaratticoreChannel Partner/ Reseller/ DistributorAuthorized Varatti wakeboat dealer. Varatti manufactures wakeboats for watersports, expanding Miller Marine's product range in the performance boat segment.
• CrownlinecoreChannel Partner/ Reseller/ DistributorAuthorized Crownline dealer. Crownline manufactures fiberglass runabouts and bowriders with Volvo Penta engines. Miller Marine stocks Crownline SS series models.
• StarcraftcoreChannel Partner/ Reseller/ DistributorAuthorized Starcraft dealer. Starcraft manufactures multi-species fishing boats and pontoons. Miller Marine offers Starcraft SVX series models.
• Ultra LegsminorChannel Partner/ Reseller/ DistributorUltra Legs boat lift distributor. Provides boat lift products for customers purchasing boats, offering complementary accessories to boat sales.
• Mercury MarineminorChannel Partner/ Reseller/ DistributorMercury Marine engines featured in select inventory including Mercury 200 XL outboard motors on Bennington pontoon models.
• Volvo PentaminorChannel Partner/ Reseller/ DistributorVolvo Penta engines installed in Crownline boats sold at Miller Marine, including the Volvo Penta 280 duo-prop sterndrive.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Overton's: Overton's is a major direct-to-consumer retailer of boating and watersports equipment, parts, and accessories. It overlaps with Miller Marine in marine accessory retail but focuses on catalog and online sales rather than a destination showroom.
• Defender Marine: Defender Marine is a long-established mail-order and online retailer of marine equipment, parts, and accessories serving boaters nationwide. It is comparable to Miller Marine's Parts Lodge for marine parts/accessories commerce, though it does not sell whole boats.
• OneWater Marine: OneWater Marine is a publicly traded multi-brand boat retailer with locations across the U.S., offering new and pre-owned boats, financing, and service. It is directly comparable in business model — a full-service multi-brand marine dealership — but with broader geographic reach than Miller Marine.
• West Marine: West Marine is a large specialty retailer of boating parts, accessories, and supplies with both physical stores and an online catalog. It is comparable to Miller Marine's Parts Lodge e-commerce operation but does not focus on whole-boat sales to the same extent.
• MarineMax: MarineMax is the largest recreational boat retailer in the United States, operating over 100 dealerships across the country. Like Miller Marine, it sells new and used boats across multiple categories and offers financing, service, and parts — but at national scale.

Others

• Boat Trader: Boat Trader is the largest online marketplace for new and used boats in North America, aggregating inventory from thousands of dealers including Miller Marine. It is an ecosystem participant rather than a competitor, but represents a structural disintermediation risk to traditional dealers.
• Tracker Marine Group: Tracker Marine Group, a Bass Pro subsidiary, manufactures and distributes aluminum fishing and pontoon boats. It is comparable to Miller Marine in product category but operates as a manufacturer rather than a retail dealer.
• YachtWorld: YachtWorld is a leading online marketplace for boat listings, including brokerage and dealer inventory. Like Boat Trader, it is an ecosystem enabler rather than a direct competitor, but it reduces barriers for buyers to shop beyond any single dealership's local market.

Broad incumbents

• Cabela's: Cabela's, now under the Bass Pro umbrella, is a major outdoor retailer selling fishing boats, pontoons, and marine accessories. It competes with Miller Marine for fishing and recreational boating customers but offers a much broader non-marine assortment.
• Bass Pro Shops: Bass Pro Shops is a national outdoor recreation retailer that sells boats (including its own Tracker and Nitro brands) alongside fishing, hunting, and outdoor equipment. It overlaps with Miller Marine in the fishing and recreational boating segments but operates as a broad outdoor retailer rather than a dedicated marine dealership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@miller_marine?lang=en
• LinkedInlinkedin.com/company/millermarine

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Miller Marine