Pier 33
Pier 33 is a private full-service marina and boat dealership in St. Joseph, Michigan, offering new boat sales (Chaparral, Robalo, Vortex brands), pre-owned sales and yacht brokerage, marina dockage, seasonal storage, and certified boat repair serving Midwest recreational boaters and yacht owners.
- Company typePrivate
- Founded-
- HeadquartersSaint Joseph, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Pier 33 does
Pier 33 is a private, full-service marina and boat dealership headquartered at 250 Anchors Way, St. Joseph, Michigan, operating along the St. Joseph River and Morrison Channel with deep-water direct access to Lake Michigan. The company serves recreational boaters, fishing enthusiasts, and yacht owners across the Midwest (primarily Michigan, with expansion reach into Illinois and Indiana). Pier 33 operates a unified service platform combining retail (new boat sales for Chaparral, Robalo, and Vortex brands plus pre-owned sales and professional yacht brokerage), operations (summer dockage, winter indoor heated storage, Launch on Command valet service, Hook 'n Go storage, fuel dock), and maintenance services (certified repair for Mercruiser stern drives, Volvo stern drives, and Yamaha outboards by factory-trained technicians). Customer acquisition is driven primarily through regional boat show participation, demo days, community events, and digital marketing.
The business model spans four revenue streams: one-time new boat sales (new units priced $41K-$186K), transaction-fee pre-owned and brokerage sales (vessels from ~$69K to over $1.5M for luxury yachts), recurring marina services (dockage and storage subscriptions), and fee-based financing and insurance referral. The pre-owned brokerage operations leverage a co-brokerage network of 1,431+ boats across seven US states, materially extending inventory reach beyond the physical showroom. Distribution is anchored by a direct-sales showroom model with referral support from the Boats Group platform; the company's website is powered by Boats Group, suggesting an ownership or technology affiliation with that marine digital marketplace operator. Employee count is in the 11-50 range, consistent with a regionally focused full-service marina operation. The company positions itself as Michigan's premier boating services destination, combining retail, brokerage, marina, storage, and repair under a single integrated waterfront facility.
Pier 33 firmographics
Firmographics- Name
- Pier 33
- Legal name
- Pier 33
- Website
- https://pier33.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pier 33 is a private full-service marina and boat dealership in St. Joseph, Michigan, offering new boat sales (Chaparral, Robalo, Vortex brands), pre-owned sales and yacht brokerage, marina dockage, seasonal storage, and certified boat repair serving Midwest recreational boaters and yacht owners.
- Ownership category
- akta.pro rank
Pier 33 industry classification
Industry- Product category
- Marine Dealership and Marina Services
- NAICS
- Marinas (713930), Boat Dealers (441222), Ship Building and Repairing (336611)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Marina & Waterfront Full-Service Hotels (THAGAAAK)
- akta.pro secondary industry
- Dry Docking & Dockyard Operations (Graving/Floating Docks, Docking Services) (TLAHAMAA)
Keywords
Where Pier 33 is headquartered
LocationHeadquarters
- HQ city
- Saint Joseph
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pier 33 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- New Boat Sales: Sale of new Chaparral and Robalo boats from the St. Joseph, Michigan showroom
- Pre-Owned & Brokerage Sales: Sale of pre-owned boats and professional yacht brokerage services with network of 1431+ boats across the US
- Marina Services: Dockage, boat storage (summer and winter), launch on command valet service, boat repair and maintenance, parts and accessories
- Boat Financing & Insurance: Financing and insurance referral services for boat purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Entry-level boats (Robalo R160) |
| Unit Pricing | One time/ perpetual license | Mid-range boats (Robalo R180, Chaparral 21 SSi) |
| Unit Pricing | One time/ perpetual license | Premium boats (Chaparral 23 SSi, Robalo R250) |
| Unit Pricing | One time/ perpetual license | Pre-owned boats |
| Transaction based/ take rate | Pay-as-you-go | Luxury yachts (brokerage) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Pier 33 product offering
Product offeringCore offering
Pier 33 is a full-service marina and boat dealership in St. Joseph, Michigan that sells new Chaparral and Robalo boats, sells pre-owned boats and provides professional yacht brokerage services, and operates marina facilities including deep-water docks, summer and winter boat storage, Launch on Command valet launch service, a fuel dock, and certified repair and maintenance for Mercruiser, Volvo, and Yamaha marine engines. The integrated offering allows customers to purchase, store, dock, launch, fuel, finance, and service boats at a single Lake Michigan waterfront location.
Product overview
Pier 33 is Michigan's premier full-service marina and boat dealership located near downtown St. Joseph, Michigan. The company operates as a unified platform offering new boat sales (Chaparral and Robalo brands), pre-owned boat sales and yacht brokerage services (featuring hundreds of boats from manufacturers like Sea Ray, Formula, Carver, Cruisers Yachts, Regal, Cobalt, and Tiara Yachts), combined with comprehensive marina operations including dock facilities, Launch on Command valet service, summer and winter boat storage, and certified repair/maintenance services for Mercruiser, Volvo, and Yamaha engines. The product portfolio is structured as a core boat sales and brokerage service augmented by marina operational services including fuel dock, boat storage, and professional marine repair.
Differentiator
Problem solved
Functional benefit
Products and services
- New Boat Sales (Chaparral and Robalo) Sale of new boats from Chaparral (bowriders, SSX sport boats, Signature cruisers) and Robalo (center consoles and Cayman fishing models), priced from approximately $41,000 to $186,000, for recreational and fishing buyers on Lake Michigan.
- Pre-Owned Boat Sales and Yacht Brokerage Sale of pre-owned boats and professional yacht brokerage services covering brands such as Sea Ray, Formula, Carver, Cruisers Yachts, Regal, Cobalt, and Tiara Yachts, ranging from approximately $69,000 pre-owned vessels to luxury yachts over $1.5 million.
- Marina Docks and Slip Rentals Deep-water boat dock rentals with direct access to Lake Michigan along the St. Joseph River and Morrison Channel for seasonal and transient slip customers.
- Launch on Command Valet Service Valet service that prepares and launches boats on demand for marina customers, eliminating the need for owners to handle dock lines and ramp work.
- Seasonal Boat Storage Boat storage programs covering indoor heated winter storage and convenient Hook 'n Go summer storage for Pier 33 customers.
- Marine Repair and Maintenance Services Certified marine repair and maintenance services for Mercruiser stern drives, Volvo stern drives, and Yamaha outboards, performed by factory-trained technicians, plus parts and accessories.
- Boat and Yacht Financing and Insurance Referrals Financing and insurance referral assistance for customers purchasing new or pre-owned boats and yachts through Pier 33.
- Fuel Dock Services Fuel dock providing gasoline, diesel, and pump-out services for boats using the marina.
Companies that use Pier 33
Customer profileSegments3 records
Ideal customer profiles3 records
Pier 33 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pier 33 partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Pier 33 competitors and assessment
Company assessmentDirect peers
- Beacon Marine: Michigan-based boat dealer offering new and pre-owned sales, brokerage, and marine service. Comparable as a regional Great Lakes dealer serving the same Lake Michigan recreational boating market.
- OneWater Marine: National recreational boat retailer (NASDAQ: ONEW) with new and used sales, brokerage, service, and marina operations. Comparable business model to Pier 33 but operating across multiple regions and at significantly larger scale.
- Walstrom Marine: Northern Michigan boat dealer and marina offering new boats, brokerage, storage, and certified service. Closely comparable to Pier 33 as a regional Great Lakes full-service dealer serving the same recreational boating customer.
- MarineMax: Largest U.S. recreational boat dealer (NYSE: HZO) operating new and pre-owned sales, brokerage, finance, and service across the country. Direct peer at the model level, though operating at materially greater scale than Pier 33.
- SkipperBud's: Multi-location Great Lakes boat dealer and marina operator with new and pre-owned sales, brokerage, storage, and service. Highly comparable to Pier 33 in geography (Michigan), full-service model, and brand-mix of recreational and yacht segments.
- Eldean Boat Sales: Holland, Michigan-based boat dealer and marina with new and used sales, brokerage, storage, and service. Comparable in geography (Western Michigan), full-service marina model, and multi-line brand representation.
Broad incumbents
- Brunswick Corporation: NYSE-listed marine conglomerate (Mercury Marine, Boston Whaler, Sea Ray, etc.) that is both a major OEM supplier to dealers like Pier 33 and a competing operator through owned brands. Relevant as the dominant incumbent in the broader marine value chain.
Others
- YachtWorld: Global online yacht marketplace, also part of Boats Group. It is the primary listing surface for Pier 33's pre-owned yacht brokerage business and is an enabling platform rather than a direct competitor, but its fee economics and search visibility affect Pier 33's brokerage revenue.
- Boat Trader: Leading online boat marketplace operated by Boats Group (Pier 33's parent). It is not a direct competitor but is the dominant digital channel through which Pier 33's brokerage listings reach buyers, making it an ecosystem participant relevant to Pier 33's go-to-market.
Regional players
- Colony Marine: Detroit-area boat dealer and marina with sales, storage, and service. Comparable in offering but serves a different regional market on the Michigan side of the Great Lakes than Pier 33's southwestern Michigan base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pier 33 social profiles
Digital presencePier 33 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pier 33 leadership team
Management profileNumber of profiles
Profiles1 record
Pier 33 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pier 33 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 Pier 33
What does Pier 33 do?
Pier 33 is a full-service marina and boat dealership in St. Joseph, Michigan that sells new Chaparral and Robalo boats, sells pre-owned boats and provides professional yacht brokerage services, and operates marina facilities including deep-water docks, summer and winter boat storage, Launch on Command valet launch service, a fuel dock, and certified repair and maintenance for Mercruiser, Volvo, and Yamaha marine engines. The integrated offering allows customers to purchase, store, dock, launch, fuel, finance, and service boats at a single Lake Michigan waterfront location.
Is Pier 33 a public or private company?
Pier 33 is a private company. It is classified as corporate owned and is currently operating.
When was Pier 33 founded?
Pier 33 was founded in -1. It employs 11 to 50 people.
Where is Pier 33 based?
Pier 33 is headquartered in Saint Joseph, United States, in the North America region.
How does Pier 33 make money?
Four revenue lines are on record. New Boat Sales are the primary driver. The others are pre-Owned & Brokerage Sales, marina Services and boat Financing & Insurance.
Who are Pier 33's main competitors?
Direct peers on record are Beacon Marine, OneWater Marine, Walstrom Marine, MarineMax, SkipperBud's and Eldean Boat Sales. Brunswick Corporation is listed as a broad incumbent. Others are YachtWorld and Boat Trader. Colony Marine is listed as a regional player.
Does Pier 33 have an API?
No public API is recorded for Pier 33.
What industry is Pier 33 in?
Pier 33's product category is Marine Dealership and Marina Services. Its primary akta.pro industry code is THAGAAAK, Marina & Waterfront Full-Service Hotels, with a secondary code of TLAHAMAA, Dry Docking & Dockyard Operations (Graving/Floating Docks, Docking Services). Its NAICS code is 713930 and its SIC code is 3730.