MAC Sport & Marine

What MAC Sport & Marine does

MAC Sport & Marine is an independently owned, multi-brand recreational vehicle dealership headquartered at 1525 Broadway Street in Superior, Wisconsin, serving the Twin Ports (Superior-Duluth) market and surrounding northern Wisconsin communities. The firm is an authorized dealer for boats, pontoons, ATVs, UTVs, personal watercraft, outboard motors, docks, lifts, and trailers across a roster of major OEMs including Yamaha, Suzuki, Honda, Mercury, Bennington, Alumacraft, Skeeter, Floe, MirroCraft, Sea Legs, Trophy, and Porta-Dock. It also operates an affiliated secondary location under the Wild River Sport brand in Trego, WI.

The business runs a diversified revenue model combining new vehicle sales, pre-owned inventory acquired via trade-in, OEM and aftermarket parts, factory-certified service and repair (including on-water barge service), off-season storage, and financing facilitated through Sheffield Financial and Truist Bank. Operations are supported by the DX1 dealer management platform, which powers online inventory browsing, quote requests, financing applications, and CRM, complemented by Google Analytics, Google AdWords remarketing, and Progressive Insurance quote integration. Marketing is anchored on the company's website, OEM co-op promotions, customer testimonials, and email newsletter capture.

Customer segments are predominantly retail consumers: freshwater fishing enthusiasts, family recreation boaters, ATV/UTV riders, and waterfront property owners. The company was founded in 2011, employs 11-50 people, is privately held with no disclosed parent company or institutional investment, and holds no patents or formal industry awards. CCPA and partial WCAG 2.0 AA compliance are documented at the website level.

Name

MAC Sport & Marine

Legal name

Mac Sport & Marine

Website

https://macsportandmarine.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

MAC Sport & Marine is an independently owned, multi-brand recreational vehicle dealership in Superior, WI, selling and servicing boats, pontoons, ATVs, UTVs, outboards, docks, and trailers for retail consumers in the Twin Ports and northern Wisconsin market, with an affiliated location in Trego, WI.

Ownership category

akta.pro rank

Product category

Recreational Vehicle Dealership

NAICS

Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industries

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB), Docking, Anchoring & Mooring Equipment Retail (CRAMAIAI), Marine Trailer & Transport Equipment Retail (CRAMAIAL)

Keywords

• Recreational vehicle dealership
• Boat and pontoon sales
• Marine outboard motors
• ATV and UTV dealer
• Powersport service and parts

Headquarters

HQ city

Superior

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new boats (fishing boats, pontoons), ATVs, UTVs, personal watercraft, and outboard motors from authorized OEM brands including Bennington, Alumacraft, Skeeter, Yamaha, Suzuki, Honda, and Mercury.
2. Pre-Owned Vehicle Sales: Purchase and resale of quality pre-owned boats, ATVs, and other recreational vehicles through trade-in programs.
3. Parts and Accessories: Sales of OEM and aftermarket parts for Yamaha, BRP, Suzuki, Honda, and Mercury engines and vehicles. Also includes trailers, docks, and marine accessories.
4. Service and Maintenance: Professional repair and maintenance services for boats, outboard motors, ATVs, and UTVs. Also offers barge service for waterfront repairs.
5. Storage Services: Boat and recreational vehicle storage facilities for customers during off-seasons.
6. Financing Services: Facilitates financing for vehicle purchases through a network of finance professionals, offering personalized finance packages and secure online applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

MAC Sport & Marine is a multi-brand authorized recreational vehicle dealership selling new and pre-owned fishing boats, pontoons, personal watercraft, ATVs, UTVs, outboard motors, trailers, and docks, supported by an in-house parts department, factory-certified service department (including on-water barge service), storage facilities, trade-in evaluations, and financing facilitation. The dealership carries OEM brands including Bennington, Alumacraft, Skeeter, Yamaha, Suzuki, Honda, and Mercury for retail consumers in the northern Wisconsin / Twin Ports region.

Product overview

MAC Sport & Marine is a premier boat, pontoon, ATV, and UTV dealership in Superior, WI serving the Twin Ports and Duluth area. The company operates as a multi-brand dealership offering a diverse product portfolio including Bennington pontoon boats, Alumacraft and Skeeter fishing boats, Yamaha WaveRunners, Suzuki ATVs, and Yamaha UTVs. The company is an authorized dealer for Yamaha, Suzuki, Honda, and Mercury outboard motors. Beyond sales, the business provides comprehensive services including a parts department supporting OEM and aftermarket components, factory-certified service departments with barge service capabilities, storage solutions, trade-in evaluations, and financing through Sheffield Financial. The company also sells Floe docks, Porta-Dock products, and Floe trailers as accessories. A companion location operates under the Wild River Sport brand in Trego, WI.

Differentiator

Problem solved

Functional benefit

Products and services

• Bennington Pontoons Luxury pontoon boats for family recreation, lake cruising, and entertaining, available in multiple configurations from 20 to 26+ feet.
• Alumacraft Fishing Boats Aluminum fishing boats including Competitor, Classic, and Escape series for freshwater anglers on Lake Superior and regional lakes, powered by Yamaha outboards.
• Skeeter Bass and Fishing Boats High-performance fiberglass fishing boats (ZXE and WXR series) with Yamaha outboard power, built for deep water and big wave conditions, typically sold with custom trailers.
• MirroCraft Boats Aluminum fishing boats from MirroCraft for freshwater fishing applications.
• Yamaha Outboards Yamaha outboard motors ranging from 2.5HP portable to 450HP offshore, including VF and XF XTO series, eligible for Y.E.S. extended warranty and rebate promotions.
• Suzuki Marine Outboards Suzuki outboard motors from DF2.5 to DF350, with mechanical and drive-by-wire control options and up to 7-year factory limited warranty on eligible 150HP–350HP models.
• Honda Marine Outboards Honda Marine outboard motors for recreational and commercial boating applications.
• Mercury Marine Outboards Mercury Marine outboard engines and propulsion systems for boats.
• Yamaha WaveRunners Yamaha WaveRunner personal watercraft (PWC) for recreational water sports and cruising.
• Suzuki ATVs Suzuki KingQuad ATVs (400ASi, 500AXi, 750AXi) with various power steering and special edition options, eligible for promotional financing and customer cash offers.
• Yamaha UTVs Yamaha Wolverine RMAX2 1000 side-by-side UTVs with advanced suspension, integrated stereo systems, and Fox iQS technology for trail riding, hunting, and outdoor recreation.
• Pre-Owned Inventory Quality pre-owned boats, pontoons, ATVs, and UTVs bought and resold by the dealership, including trade-in acquisitions.
• Parts Department Retail parts counter selling OEM and aftermarket parts for Yamaha, BRP, Suzuki, Honda, and Mercury engines, vehicles, and marine equipment.
• Service Department Factory-certified repair and maintenance for boats, pontoons, ATVs, UTVs, and outboard motors from major OEM brands.
• Barge Service On-water mobile service and repair for boats and marine equipment delivered via service barge to waterfront customers.
• Storage Boat and recreational vehicle storage facilities available to customers during off-seasons.
• Financing Vehicle financing facilitated through Sheffield Financial (Truist Bank) with secure online applications and personalized finance packages arranged by in-house finance professionals.
• Trade-In Evaluation Trade-in valuation service that applies the value of a customer's existing boat or ATV toward the purchase of new or pre-owned inventory.
• Floe Docks and Lifts Docks, boat lifts, and accessories from Floe International for waterfront lake access and boat mooring.
• Porta-Dock Docking solutions and accessories from Porta-Dock for waterfront properties.
• Floe Trailers Utility trailers from Floe International for transporting boats and equipment.

Quantifiable outcome

• Top-rated parts and service department (self-described)

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Yamaha Motor Corporation, U.S.A.coreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer offering Yamaha outboard motors, Yamaha WaveRunners (personal watercraft), and Yamaha UTVs. Dealers participate in Yamaha promotional programs including extended warranty coverage (Y.E.S.) and rebate offers ranging from $520 to $8,470 based on horsepower.
• Suzuki MarinecoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki Marine dealer providing outboard motors ranging from 2.5HP to 350HP. Suzuki promotions include current rebates up to $500 and 7-year factory limited warranty on eligible 150HP-350HP models.
• Suzuki MotorcyclescoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki ATV dealer offering KingQuad models. Currently featuring Suzuki Fest promotions with financing as low as 3.99% APR for 36 months and customer cash up to $1,600 on select KingQuad models.
• Honda MarineminorChannel Partner/ Reseller/ DistributorAuthorized Honda Marine dealer for outboard motor sales and service.
• Mercury MarineminorChannel Partner/ Reseller/ DistributorAuthorized Mercury Marine dealer for outboard motor sales and service.
• BenningtoncoreChannel Partner/ Reseller/ DistributorAuthorized Bennington dealer offering premium pontoon boats in various configurations from 20 to 26+ feet.
• AlumacraftcoreChannel Partner/ Reseller/ DistributorAuthorized Alumacraft dealer providing aluminum fishing boats including Competitor and Classic lines.
• SkeetercoreChannel Partner/ Reseller/ DistributorAuthorized Skeeter dealer offering fiberglass fishing boats including ZXE and WXR series with custom trailers included in pricing.
• Floe InternationalminorChannel Partner/ Reseller/ DistributorDealer for Floe docks and trailers including dock systems, boat lifts, and utility trailers.
• Wild River (Related Location)minorOthersAffiliated business location in Trego, WI where some inventory units are housed. Referenced on the main website under 'Our Other Location' link.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• MarineMax: Largest recreational boat retailer in the United States with a national footprint selling new and pre-owned boats, marinas, finance, and insurance. Overlaps directly with MAC Sport & Marine on multi-brand boat retail and F&I, but at substantially larger scale.
• Bass Pro Shops: Major outdoor and marine retailer (also operator of Cabela's) with in-store Tracker boat centers selling fishing boats and pontoons plus marine accessories. Competes with MAC Sport & Marine for fishing-boat buyers in the broader outdoor recreation retail channel.
• Camping World Holdings: Largest U.S. RV dealer group that has expanded into marine and powersports retail through acquisitions. Comparable multi-category recreational vehicle retail model with adjacent brand mix (RVs, boats, powersports) and similar dependence on OEM franchise relationships.

Direct peers

• West Marine: National marine products retailer focused on parts, accessories, and apparel for boaters. Adjacent rather than head-to-head on new boat sales, but a direct comparable on marine parts/accessories and service capabilities and the leading consumer brand in the marine aftermarket.
• OneWater Marine: Public multi-brand marine dealer group operating retail locations across the U.S. selling new and pre-owned boats, parts, and service. Highly comparable business model to MAC Sport & Marine at much greater scale, and represents the most likely consolidator in the space.
• Strong's Marine: Multi-brand boat and PWC dealer group with locations in Wisconsin and the upper Midwest. Direct competitor offering similar OEM brands (Yamaha, Bennington, etc.) with comparable sales/service/parts/storage capabilities in an overlapping regional trade area.

Peers

• Skipper Bud's: Privately held Midwestern multi-brand boat and yacht dealer with locations across the Great Lakes region selling new and pre-owned boats, parts, and service. Direct comparable to MAC Sport & Marine in geography (Lake-region focus), brand mix (major OEMs), and full-service dealer model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/MACSport_Marine
• LinkedInlinkedin.com/company/mac-sport-and-marine

Compliance2 records

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 MAC Sport & Marine