FELL Marine
FELL Marine, a subsidiary of Norwegian parent Fell Tech, develops and manufactures wireless marine safety electronics based on its proprietary WiMEA protocol. It sells MOB+ and 1st Mate wireless kill switch and man overboard systems to recreational boaters, tournament fishermen, and boat builders through global distributors and OEM partnerships across 20+ countries.
- Company typePrivate
- Founded2013
- HeadquartersDelray Beach, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What FELL Marine does
FELL Marine Inc., a subsidiary of Norwegian parent Fell Tech (founded 2013, headquartered in Drammen, Norway), is a developer and manufacturer of marine safety electronics distributed globally from a US base in Delray Beach, Florida. The company's core technology is the proprietary WiMEA wireless protocol, which underpins two product lines: MOB+, a wireless man overboard system for boats 25 feet and under that cuts the engine when the operator falls overboard or exceeds approximately 50 feet from the base unit (with water submersion triggering an immediate cut); and 1st Mate, a marine safety and security system for boats over 25 feet that adds extended wireless FOB range, anti-theft features, and crew overboard alerting for up to four FOBs per hub. Both product lines meet the American Boat & Yachting Council's A-33 standard and comply with the nationwide US engine cut-off device law effective March 31, 2021.
FELL Marine generates revenue almost exclusively from hardware sales through a multi-tier go-to-market model spanning direct-to-consumer online sales (buy.fellmarine.com), a global distributor network covering 20+ countries (including Land N Sea, West Marine Pro, CWR Electronics, Aquafax, NMS, Osculati, and others), and OEM factory installation partnerships with boat builders such as Edgewater, Crestliner, Anytec, Freeman, Magbay, Mystic, Bonefish, Windy, and Ockalbo. Customer segments are predominantly recreational boaters and tournament fishermen operating smaller vessels, with stated commercial relationships including Texas Parks & Wildlife Department and Mercury (for engine kit compatibility). Pricing is quote-based and not publicly disclosed. The company is ISO 9001:2015 certified and applies automotive APQP quality standards to product development.
The company operates with 11-50 employees, does not appear to have raised external institutional funding, and has not disclosed revenue figures. Beyond marine safety, parent Fell Tech operates the Abra connected home ecosystem brand integrating electrical, HVAC, and energy solutions for IoT applications.
FELL Marine firmographics
Firmographics- Name
- FELL Marine
- Legal name
- Fell Marine Inc.
- Website
- https://fellmarine.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FELL Marine, a subsidiary of Norwegian parent Fell Tech, develops and manufactures wireless marine safety electronics based on its proprietary WiMEA protocol. It sells MOB+ and 1st Mate wireless kill switch and man overboard systems to recreational boaters, tournament fishermen, and boat builders through global distributors and OEM partnerships across 20+ countries.
- Ownership category
- akta.pro rank
FELL Marine industry classification
Industry- Product category
- Marine Safety Electronics
- NAICS
- Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823), Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting) (IMAJAIAG)
- akta.pro secondary industries
- Marine Sensors, Instrumentation & IoT (Condition Monitoring) (IMAJAJAI), Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH)
Keywords
Where FELL Marine is headquartered
LocationHeadquarters
- HQ city
- Delray Beach
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
FELL Marine business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Marine Safety Hardware: FELL Marine generates revenue primarily from selling marine safety hardware products including MOB+ wireless man overboard systems and 1st Mate marine safety and security systems, along with accessories like xFOB, xTAG, xBAND, and engine kit packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing through authorized dealers and online store |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
FELL Marine product offering
Product offeringCore offering
FELL Marine designs, develops, and manufactures wireless marine safety systems based on its proprietary WiMEA protocol. Its two flagship product lines are the MOB+ wireless man overboard system for boats 25 feet and under (providing wireless engine cut-off via a wearable xFOB and xHUB base unit) and the 1st Mate marine safety and security system for boats over 25 feet (adding anti-theft functionality, distress messaging, and an intelligent hub plus mobile app). Both systems are sold as hardware with associated wearable FOBs, wristbands, tags, base packs, and engine-specific installation kits.
Product overview
FELL Marine offers two distinct product lines for marine safety: MOB+ (for boats 25 feet and under) and 1st Mate (for boats over 25 feet). Both are wireless kill switch systems that stop boat engines when users fall overboard, using proprietary WiMEA wireless technology. The MOB+ line includes xFOB MultiFOB, xTAG, Basepack, and xBAND accessories. The 1st Mate line includes Captain FOB, Passenger FOB, and engine-specific installation kits for Mercury Smartcraft and other leading engine brands.
Differentiator
Problem solved
Functional benefit
Brands
- MOB+: Wireless man overboard system for boats 25 feet and under, providing personal lifeguard functionality with up to four xFOBs connected to the xHUB.
- 1st Mate
- Abra
Products and services
- MOB+ Wireless Man Overboard System
- 1st Mate Marine Safety and Security System
Quantifiable outcome
- Up to 4 xFOBs can be connected simultaneously to one xHUB base unit
- +2 more outcomes
Companies that use FELL Marine
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
FELL Marine technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FELL Marine partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Land N SeacoreLand N Sea is a major US distributor headquartered in Pompano Beach, FL, offering nationwide distribution to dealers and retailers for FELL Marine products.
- West Marine ProcoreWest Marine Pro offers nationwide distribution to dealers and retailers. All FELL Marine products are also available in West Marine retail stores.
- CWR ElectronicscoreCWR Electronics offers nationwide distribution to dealers and retailers for marine electronics.
- Aquafax Ltd.coreAquafax is a leading international wholesaler and distributor of marine equipment in UK and Ireland, distributing over 16,000 products.
- Norway Marine Supply AS (NMS)coreNMS is one of Norway's largest distributors of marine equipment and strategic distribution partner. Affiliated with Martim Norway, the largest boat equipment retail chain in Norway.
- ComstedtcoreWholesale organization operating in marine and industrial sectors, founded in 1983 by Jan Comstedt. Strategic distribution partner for Sweden.
- Palby MarinecoreDenmark's largest wholesaler shipping orders daily to stores, shops, and yards. Strategic distribution partner for Denmark.
- Oy Maritim AbcoreLeading boating equipment importer in Finland, supplying 450 Finnish resellers and exporting to Russia, the Baltic states and Scandinavia. Strategic partner for Finland, Russia and Baltics.
- ELNA/FerropilotcoreFerropilot is ELNA's distribution division for the leisure marine market, serving retailers, shipyards, and installers in Germany.
- OsculaticoreBiggest nautical accessories distributor in Italy and one of the leading companies in the European marine market with about 18,000 references and 7,000+ proprietary products.
- NSBC (National Safe Boating Council)coreFELL Marine is a partner contributing to NSBC's 'Get Connected' campaign to encourage broader use of engine cut-off devices. Campaign launches materials designed to educate boaters about different engine cut-off device technologies.
- Sea TowminorSea Tow Saving Club partner offering 15% discount to Sea Tow members on buy.fellmarine.com. Sea Tow is a national organization with 32+ national saving participants.
- MercurycoreMercury partner. FELL Marine offers 1st Mate engine kits compatible with Mercury Smartcraft engines and all leading engine brands.
- Eker DesigncoreEker Design worked with FELL Marine founders to design the MOB+ product - a product that would be fashionable, easy-to-use, and save lives.
- Abra (by Fell Tech)coreAbra is FELL Marine's parent ecosystem that brings together electrical, HVAC, and energy solutions on one platform. Connected home IoT ecosystem developed by FELL Tech.
- Texas Parks & Wildlife DepartmentminorThe department successfully tested MOB+ and made recommendations to start installations on Texas Parks & Wildlife Department vessels.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
FELL Marine competitors and assessment
Company assessmentRegional players
- Yanmar Marine: Japanese marine engine manufacturer with strong Asia-Pacific presence. Comparable because Yanmar could integrate its own engine-cutoff / wireless safety features in markets where FELL has limited distribution, creating a regional competitive threat.
- Spinlock: UK-based marine safety equipment maker (lifejackets, deck hardware, kill switches). Comparable as a marine-safety specialty brand with overlapping distribution in Europe and similar product DNA around life-saving equipment and lanyard-based safety.
Emerging players
- Siren Marine: Connected-boat monitoring and security provider with subscription service for vessel tracking, security, and safety alerts. Comparable because Siren Marine overlaps with 1st Mate's anti-theft and security features, serves the same boat-owner segment, and sells through similar dealer and OEM channels.
- Attwood Marine (Dometic): Marine accessories brand (now part of Dometic) producing kill switch lanyards, switches, and hardware. Comparable as a competing supplier of kill switch hardware to OEMs and the aftermarket; Attwood provides the wired-lanyard incumbent solution FELL's wireless system displaces.
- BoatFix: Connected-boat telematics and security provider offering monitoring, geofencing, and theft alerts. Comparable as an emerging player in the same connected marine safety/security category where 1st Mate competes, and targets the same recreational boat-owner demographic.
Others
- Mercury Marine: Outboard and sterndrive engine manufacturer and a FELL technology/integration partner. Comparable because Mercury is both a partner (Smartcraft engine kits) and a potential competitor if it ships a first-party wireless kill switch integrated into its engine electronics, which would directly threaten FELL's OEM channel.
Broad incumbents
- Raymarine (FLIR Systems): Premium marine electronics brand (MFDs, radar, AIS, thermal) owned by Teledyne FLIR. Comparable as an established marine electronics incumbent selling into the same boat builder and aftermarket channels and targeting the same larger-vessel (>25 ft) segment FELL's 1st Mate addresses.
- Garmin: Global marine electronics leader offering chartplotters, sonar, radar, and safety products. Comparable because Garmin has adjacent marine safety and integration capabilities that could subsume FELL's wireless kill-switch niche, and competes for the same boat-owner wallet and OEM slots.
- Navico (Lowrance / Simrad / B&G): Marine electronics conglomerate serving recreational and commercial boating. Comparable because it sells integrated marine electronics through the same OEM, distributor, and dealer channels FELL relies on, and could expand into wireless safety/MOB.
Direct peers
- ACR Electronics (Orolia): Manufacturer of marine safety electronics including EPIRBs, PLBs, and man-overboard beacons. Comparable as the closest direct peer in marine safety electronics, with overlapping distribution through marine retailers and OEM channels and a shared mission of preventing recreational boating fatalities.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FELL Marine social profiles
Digital presenceFELL Marine compliance and trust
Trust signalCompliance2 records
FELL Marine financial estimates
Financial estimateRevenue estimate
Valuation estimate
FELL Marine leadership team
Management profileNumber of profiles
Profiles2 records
FELL Marine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FELL Marine 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 FELL Marine
What does FELL Marine do?
FELL Marine designs, develops, and manufactures wireless marine safety systems based on its proprietary WiMEA protocol. Its two flagship product lines are the MOB+ wireless man overboard system for boats 25 feet and under (providing wireless engine cut-off via a wearable xFOB and xHUB base unit) and the 1st Mate marine safety and security system for boats over 25 feet (adding anti-theft functionality, distress messaging, and an intelligent hub plus mobile app). Both systems are sold as hardware with associated wearable FOBs, wristbands, tags, base packs, and engine-specific installation kits.
Is FELL Marine a public or private company?
FELL Marine is a private company. It is classified as corporate owned and is currently operating.
When was FELL Marine founded?
FELL Marine was founded in 2013. It employs 11 to 50 people.
Where is FELL Marine based?
FELL Marine is headquartered in Delray Beach, United States, in the North America region.
How does FELL Marine make money?
One revenue line is on record: marine Safety Hardware.
Who are FELL Marine's main competitors?
Regional players on record are Yanmar Marine and Spinlock. Emerging players are Siren Marine, Attwood Marine (Dometic) and BoatFix. Mercury Marine is listed as an others. Broad incumbents are Raymarine (FLIR Systems), Garmin and Navico (Lowrance / Simrad / B&G). ACR Electronics (Orolia) is listed as a direct peer.
Does FELL Marine have an API?
No public API is recorded for FELL Marine.
What industry is FELL Marine in?
FELL Marine's product category is Marine Safety Electronics. Its primary akta.pro industry code is IMAJAIAG, Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting), with a secondary code of IMAJAJAI, Marine Sensors, Instrumentation & IoT (Condition Monitoring). Its NAICS code is 334511 and its SIC code is 3823.