Phoenix Boats

What Phoenix Boats does

Phoenix Boats is a privately held US manufacturer of composite bass fishing boats, headquartered and produced at a single facility at 730 Industrial Drive in Winchester, Tennessee. The company designs, engineers, and sells tournament-focused bass boats across four product series — the LXE flagship line (20 LXE and 21 LXE), the Elite X family (919, 920, 920 II, 921, 921 II), the ZXL series (819, 919, 720, 721), and the Pro Series entry-level 818 Pro — with base prices ranging from $47,895 to $93,195 depending on model. Core technical differentiation centers on composite construction (all-fiberglass rod boxes integrated into the hull, full composite construction throughout), hull engineering (Modified XE hull with wider bow chines and radius landing pockets, validated by two years of testing on the St. Lawrence River and Lake Ontario), and integrated electronics (proprietary Phoenix E2 Electronics Wiring System supporting Lowrance, Humminbird, and Garmin chartplotters and transducers).

The company sells exclusively through a network of more than 60 independent authorized dealers across more than 20 US states plus international dealers in Canada, Japan, and Australia; it does not sell direct to consumers but supports dealer funnel activity through a Build & Price configurator and a Color Selector tool on its website. Revenue is generated through hardware sales of boats with extensive customization (motor manufacturer choices across Mercury, Yamaha, and Suzuki; electronics, trolling motors, shallow water anchors, seating, and trailer packages), with financing provided through a partnership with RecLending at 5.99% fixed APR for up to 240 months. The customer base consists primarily of tournament and competitive bass anglers and serious recreational anglers, supported by the First Flight Rewards program (offering up to $40,000 in tournament prizes) and the MLF Bonus program for Major League Fishing competitors. The 21 LXE flagship is being launched for the 2027 model year as the company's most capable hull and deck package to date, accompanied by refreshed Elite X deck architecture, signaling active product-line investment against a backdrop of factory rebate promotions aimed at stimulating dealer sell-through.

Name

Phoenix Boats

Legal name

Phoenix Boats

Website

https://phoenixbassboats.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Phoenix Boats is a privately held Winchester, Tennessee-based manufacturer of composite bass fishing boats sold across four series (LXE, Elite X, ZXL, Pro) through 60-plus independent US and international dealers to tournament and serious recreational anglers.

Ownership category

akta.pro rank

Product category

Bass Fishing Boats

NAICS

Boat Building (336612), Ship and Boat Building (3366)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Recreational Fishing & Sportfishing Boat Manufacturing (IMAJAEAH)

akta.pro secondary industry

Semi-Custom & Series Production Yacht Manufacturing (IMAJAEAM)

Keywords

• Bass fishing boats
• Tournament fishing boats
• Boat manufacturing
• Fishing boat dealers
• Marine propulsion systems

Headquarters

HQ city

Winchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Boat Sales: Phoenix Boats generates revenue primarily through the sale of bass fishing boats. Customers purchase boats through independent dealers or directly configure and order through the Build & Price tool. Pricing varies by model (LXE, Elite X, ZXL, Pro Series) and customization options including motor manufacturer (Mercury, Yamaha, Suzuki), electronics packages (Lowrance, Humminbird, Garmin), trolling motors (Minn Kota, Lowrance Ghost, Garmin Force, Power-Pole), shallow water anchors, seating upgrades, and trailer options.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Phoenix Boats designs and manufactures premium bass fishing boats sold across four model series (LXE, Elite X, ZXL, Pro) in lengths from 18'6" to 21'6". Boats are built with all-composite construction and a modified XE hull design, and are offered with configurable motor, electronics, trolling motor, and trailer packages. Sales are conducted through an independent authorized dealer network across the US, Canada, Japan, and Australia, supported by a factory-direct Build & Price customizer.

Product overview

Phoenix Boats is a manufacturer of bass fishing boats organized into four distinct product series: LXE Series (flagship performance models 20LXE and 21LXE), Elite X Series (five models: 919, 920, 920 II, 921, 921 II with agile tournament-focused handling), ZXL Series (four models: 719, 720, 819, 919 built on the original proven flagship hull), and Pro Series (entry-level 818Pro for tournament newcomers). The company offers digital tools including a Build & Price customizer and Color Selector for personalized boat configuration, plus customer loyalty programs including the First Flight Rewards Program and MLF Bonus Program. Boats range from $47,895 to $93,195 and feature electronics from Lowrance, Humminbird, and Garmin, as well as Minn Kota and Power-Pole trolling systems.

Differentiator

Problem solved

Functional benefit

Brands

• Phoenix Gear: Merchandise store for Phoenix Boats branded apparel and accessories

Products and services

• 21 LXE Phoenix Boats' 2027 flagship bass boat featuring a modified XE hull with wider chines and radius landing pockets for a smoother, drier ride in rough water. Equipped with E-style console with quick access panels, ProForm fiberglass seat base with EdgeForce performance seats, and edgy deck styling. 21'6" length, recommended 250HP, starting at $93,195.
• 20 LXE A compact 20'6" platform bass boat sharing the same modified XE hull and big-water capability as the 21 LXE. Features wider chines in the bow with radius landing pockets and all-new edgy deck styling. Starting at $91,395 with Mercury 250 Pro XS motor.
• 921 Elite X High-performance bass boat combining the speed of the Pro XP series with the tournament-ready layout of the PHX and elevated deck height of the 721. Features E-style console, ProForm fiberglass seat base with EdgeForce seating, and support for up to three stacked graphs at the bow. Base configuration starting at $86,495.
• 921 Elite X II Second deck layout variant of the 921 Elite X, offering a different configuration while maintaining the same performance characteristics and features of the Elite X platform.
• 920 Elite X A member of the Elite X family delivering innovation, comfort, and tournament-ready control with a completely redesigned deck architecture and premium performance upgrades. Starting at $84,495.
• 920 Elite X II Second deck layout variant of the 920 Elite X offering a different configuration while sharing the Elite X performance attributes.
• 919 Elite X Part of the Elite X family offering agility and responsive handling for serious competitors, featuring premium materials and customization options. Length 19'8", recommended 225HP, starting at $71,995.
• 721 ZXL Flagship ZXL model featuring a wider deck, increased storage, and the same legendary hull. Length of 20'11" with 250HP recommended power. Starting at $70,895 with financing available from $439/month.
• 720 ZXL ZXL series model with a 20'5" length, offering tournament-level fishability on the legendary flagship hull. Starting at $69,195.
• 919 ZXL

Quantifiable outcome

• Two full years of testing on challenging big water (St. Lawrence River and Lake Ontario) before production release

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core.

• Mercury MarinecoreChannel Partner/ Reseller/ DistributorMercury Marine is the primary outboard motor supplier for Phoenix Boats. Multiple models come standard with Mercury motors including 225 Pro XS, 250 Pro XS, and 300 Pro XS options. The partnership provides customers with factory-backed Mercury motor packages integrated into Phoenix's boat systems.
• YamahacoreChannel Partner/ Reseller/ DistributorYamaha outboard motors are offered as an alternative motor option on Phoenix boats, including VF225LB and VF250LB models with optional digital gauge packages.
• SuzukicoreChannel Partner/ Reseller/ DistributorSuzuki outboard motors (250 Mechanical and 250 Digital) are available as motor options on Phoenix boats, offering customers another manufacturer choice.
• LowrancecoreTechnology or IntegrationLowrance electronics (HDS Pro, Elite FS, HDS 12/16 PRO) are offered as console and bow graph options on Phoenix boats. Integration includes NMEA harness, Point 1 Antenna, Active Imaging HD transducers, and Ethernet cables through the Phoenix E2 Electronics Wiring System.
• HumminbirdcoreTechnology or IntegrationHumminbird electronics (XPLORE, APEX MSI series) are available as console and bow graph options. Integration includes MEGA 360 bow mount transducers, AS GPS HS, Ethernet expansion, and NMEA harness connectivity.
• GarmincoreTechnology or IntegrationGarmin electronics (ECHOMAP Ultra 2, GPSMAP series) offered as electronics options including forward-facing sonar integration with Panoptix LiveScope Plus systems.
• Minn KotacoreTechnology or IntegrationMinn Kota Ultrex 112 36v trolling motors (45" and 52" options) and Ultrex Quest models are offered as standard or optional equipment. Chargers (MK 440/460/550 PCL) also available. Integration includes Link connectivity and MSI options.
• Power-PolecoreTechnology or IntegrationPower-Pole MOVE shallow water anchors (24v/36v, 45" and 52" options) in Black Blade Series offered as add-on option. Available in single or dual configurations with color upgrades.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Lund Boats: Manufacturer of aluminum and fiberglass fishing boats including dedicated bass models. Comparable in target customer (serious anglers), price ladder, and tournament-sponsorship strategy, though broader across fishing types.
• Nitro Boats: Bass boat line under Tracker Marine Group (Bass Pro Shops). Competes across Phoenix's full price ladder with comparable tournament-grade construction and an overlapping Mercury motor partnership.
• Xpress Boats: Aluminum bass and crappie boat manufacturer with strong tournament presence in the southeastern US. Direct competitor to Phoenix at the entry-level Pro Series price band and ZXL value tier.
• Skeeter Boats: Bass boat brand owned by Yamaha, manufacturing tournament-focused bass boats. Direct competitor in the same model and price tier as Phoenix's Elite X and LXE series, with shared Yamaha motor relationship as a touchpoint.
• Bass Cat Boats: Independent manufacturer of premium bass fishing boats headquartered in Mountain Home, Arkansas. Closest direct peer to Phoenix — comparable ASP band, tournament-angler focus, dealer-based distribution, and similar hull-engineering emphasis.
• Triton Boats: Bass boat manufacturer (Bass Pro Shops-owned) producing tournament-ready aluminum and fiberglass hulls. Direct competitor to Phoenix across mid-tier ZXL and Elite X positioning with parallel tournament-program sponsorships.

Emerging players

• Alumacraft Boats: Aluminum fishing boat maker with bass and multi-species models. Competes primarily with Phoenix's entry-level Pro Series and ZXL lines at lower ASPs, serving a more price-sensitive angler segment.
• Crestliner Boats: Manufacturer of aluminum fishing, bass, and utility boats owned by Brunswick Corporation. Overlaps with Phoenix in bass and rough-water fishing segments, with the backing of a major marine OEM parent.

Broad incumbents

• Ranger Boats: The dominant premium bass boat brand, owned by Bass Pro Shops, with the largest dealer footprint in the category. Competes head-to-head with Phoenix's flagship LXE and Elite X lines but operates at significantly greater scale and brand reach.
• Tracker Marine Group: Mass-market boat builder (Bass Pro Shops parent) producing Tracker, Nitro, Sun Tracker, and Tahoe brands. Overlaps with Phoenix in entry-level and mid-range fishing boats, with a much broader dealer network and Bass Pro retail integration.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/phoenixbassboat
• Facebookfacebook.com/PhoenixBassBoats
• LinkedInlinkedin.com/company/phoenix-bass-boats

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 Phoenix Boats