Colony Marine
Colony Marine is a third-generation, family-owned boat dealership founded in 1958, operating three Michigan locations as an authorized dealer for eight premium marine brands, serving recreational boaters and yacht owners across the Great Lakes region.
- Company typePrivate
- Founded1958
- HeadquartersSaint Clair Shores, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Colony Marine does
Colony Marine is a third-generation, family-owned boat dealership founded in 1958 and headquartered in Pontiac, Michigan. The company operates three Michigan locations — Pontiac (Oakland County), St. Clair Shores, and Algonac — serving individual recreational boaters and yacht owners across the Great Lakes region. Colony Marine is an authorized dealer for eight premium marine brands: Sea Ray, Boston Whaler, Crest Pontoons, Cobalt Boats, Fairline Yachts, Prestige Yachts, Maritimo Yachts, and Navan Yachts. The product range spans entry-level pontoon boats at approximately $30,000 through luxury yachts priced above $300,000, with pre-owned inventory reaching approximately $550,000.
The company operates a full-service dealership model that combines new and pre-owned boat sales, in-house financing through third-party lender partnerships, comprehensive marine service and repair (inboard/outboard work, winterization, summerization, fiberglass and gelcoat repair, prop repair, and detailing), parts and accessories sales, and seasonal winter boat storage at the Algonac facility. Distribution is conducted through three physical dealership locations supplemented by a Mobile Yacht Services channel that delivers repair and maintenance directly to customer sites. Customer-facing technology includes an online boat financing calculator and the Vessel View Mobile Bluetooth integration for Boston Whaler troubleshooting and dealer notification. Marketing relies on the company website, organic SEO, customer testimonials, and boating-lifestyle events such as Rendezvous gatherings.
Colony Marine's revenue mix comprises one-time new and used boat sales as the largest line, transaction-based financing referral fees, recurring service and repair revenue, parts sales, and managed seasonal storage. The business is privately held with no disclosed parent company, no recorded external funding, and no public listing. The Beauregard family has operated the company across three generations. Industry recognition includes Certified Brunswick Five Star Dealer status and inclusion in Boating Industry magazine's Top 100 Dealers.
Colony Marine firmographics
Firmographics- Name
- Colony Marine
- Legal name
- Colony Marine
- Website
- https://colonymarine.com
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Colony Marine is a third-generation, family-owned boat dealership founded in 1958, operating three Michigan locations as an authorized dealer for eight premium marine brands, serving recreational boaters and yacht owners across the Great Lakes region.
- Ownership category
- akta.pro rank
Colony Marine industry classification
Industry- Product category
- Boat Dealership
- NAICS
- Boat Dealers (441222), Marinas (71393)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Marine Recreation Rentals & Tours Retail Counter (On-site Sales) (CRAMAIAM)
- akta.pro secondary industry
- Marine & Boat Finance (FSAKADAH)
Keywords
Where Colony Marine is headquartered
LocationHeadquarters
- HQ city
- Saint Clair Shores
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Colony Marine business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- New Boat Sales: Sale of new boats from premium brands including Sea Ray, Boston Whaler, Crest Pontoons, Cobalt Boats, Fairline Yachts, Prestige Yachts, Maritimo Yachts, and Navan Yachts.
- Used Boat Sales: Resale of pre-owned boats that have passed a meticulous inspection process. Offers savings on initial cost while maintaining quality standards.
- Boat Financing: Financing services for boat purchases through partnerships with financial institutions, offering loan applications and payment calculators.
- Service & Repair: Comprehensive marine service including outboard/inboard repair, winterization, summerization, fiberglass repair, prop repair, detailing, and mobile yacht services.
- Parts & Accessories: Sale of boat parts, accessories, and safety equipment.
- Winter Storage: Winter boat and yacht storage services for seasonal protection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New boats from premium brands |
| One time/ perpetual license | Pay-as-you-go | Used/pre-owned boats |
| Transaction based/ take rate | Monthly | Boat financing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Colony Marine product offering
Product offeringCore offering
Colony Marine is a third-generation, family-owned boat dealership in Michigan that sells new and pre-owned boats across eight premium marine brands (Sea Ray, Boston Whaler, Crest Pontoons, Cobalt Boats, Fairline, Prestige, Maritimo, and Navan). In addition to boat sales, it provides marine service and repair, parts and accessories, boat financing, winter boat/yacht storage, and mobile yacht services from three Michigan locations.
Product overview
Colony Marine is a third-generation family-owned boat dealership established in 1958, operating as a Certified Brunswick Five Star Dealer and Boating Industry Top 100 Dealer. The company operates as a unified dealership offering new and used boat sales across 8 premium marine brands (Sea Ray, Boston Whaler, Crest Pontoons, Cobalt Boats, Fairline, Prestige, Maritimo, and Navan), comprehensive marine service and repair, parts and accessories, financing, and seasonal boat storage. The product portfolio spans from entry-level pontoon boats to luxury yachts exceeding $500,000, with service capabilities covering inboard/outboard engines, winterization, fiberglass repair, and detailing. The company provides mobile yacht services for added customer convenience and operates three Michigan locations in Pontiac, St. Clair Shores, and Algonac.
Differentiator
Problem solved
Functional benefit
Products and services
- New Boat Sales
- Used Boat Sales
- Boat Service & Repair
- Boat Parts & Accessories
- Boat Financing
- Winter Boat & Yacht Storage
- Mobile Yacht Services
Companies that use Colony Marine
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Colony Marine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Colony Marine partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Sea RaycoreAuthorized Sea Ray dealer offering new and used Sea Ray boats including Sundancer, SLX, SDX, and SPX models. Full sales, service, and parts support for Sea Ray product line.
- Boston WhalercoreAuthorized Boston Whaler dealer providing new and pre-owned Boston Whaler boats including Super Sport, Montauk, Dauntless, Vantage, Conquest, Realm, and Outrage models.
- Crest PontoonscoreAuthorized Crest Pontoon dealer offering new and used pontoon boats including Signature, Premium, Ultimate Luxury, and Electric lines.
- Cobalt BoatscoreAuthorized Cobalt Boats dealer with full inventory of new and pre-owned Cobalt boats including Sterndrive, Surf, and Outboard models.
- Fairline YachtscoreAuthorized Fairline Yachts dealer offering luxury yachts including Targa models for Michigan boaters seeking premium cruising vessels.
- Prestige YachtscoreAuthorized Prestige Yachts dealer providing new and used luxury yachts for Michigan Great Lakes cruising.
- Maritimo YachtscoreAuthorized Maritimo Yachts dealer offering hand-built Australian luxury yachts designed for long-range Great Lakes cruising with all-weather luxury features.
- Navan YachtsminorAuthorized Navan Yachts dealer providing C30 and S30 models as part of the premium yacht portfolio.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Colony Marine competitors and assessment
Company assessmentEmerging players
- Boat Trader: Boat Trader is the largest online boat marketplace in North America, connecting buyers and sellers of new and used boats. Competes indirectly with Colony Marine's used boat sales and brokerage business by enabling direct peer-to-peer transactions that bypass dealers.
Broad incumbents
- West Marine: West Marine is the largest marine parts and accessories retailer in the US with nationwide stores and online presence. Overlaps with Colony Marine's parts and accessories revenue stream, serving similar Michigan boating customers though focused on supplies rather than full boat sales.
- OneWater Marine: OneWater Marine is a publicly traded multi-brand boat retailer with locations across the eastern and southern US. Operates the same dealership model with new/used sales, financing, parts/service, and storage for premium brands, competing with Colony Marine for premium OEM authorizations and affluent buyers.
- MarineMax: MarineMax is the largest recreational boat and yacht retailer in the United States, operating 130+ locations across multiple states. Comparable as a multi-brand boat dealership with premium OEM partnerships, financing, service, and storage, though at significantly greater scale and geographic breadth than Colony Marine.
Direct peers
- Pier 33 Marina: Pier 33 is a multi-location Michigan boat dealer carrying premium brands including Sea Ray and Boston Whaler. Overlaps directly with Colony Marine on brand portfolio, geographic market (Michigan), and full-service dealership offerings including sales, service, and storage.
- Walstrom Marine: Walstrom Marine is a multi-generation family-owned boat dealership in northern Michigan, offering new and used boat sales, service, and storage. Comparable as a legacy Great Lakes dealer with similar brand portfolio and seasonal storage business serving Michigan boaters.
- Hall's Boat Corporation: Hall's Boat is a Michigan-based boat dealer with multiple locations offering premium brand sales and service. Direct regional competitor with comparable OEM authorizations, Michigan footprint, and full-service dealership capabilities.
- Skipper Bud's: Skipper Bud's is a multi-location boat dealer in the Great Lakes region, carrying premium brands and offering sales, service, storage, and marina operations. Direct Midwest competitor to Colony Marine with overlapping brand portfolios and similar full-service dealership business model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
Colony Marine social profiles
Digital presenceColony Marine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Colony Marine leadership team
Management profileNumber of profiles
Profiles1 record
Colony Marine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Colony 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 Colony Marine
What does Colony Marine do?
Colony Marine is a third-generation, family-owned boat dealership in Michigan that sells new and pre-owned boats across eight premium marine brands (Sea Ray, Boston Whaler, Crest Pontoons, Cobalt Boats, Fairline, Prestige, Maritimo, and Navan). In addition to boat sales, it provides marine service and repair, parts and accessories, boat financing, winter boat/yacht storage, and mobile yacht services from three Michigan locations.
Is Colony Marine a public or private company?
Colony Marine is a private company. It is classified as family owned and is currently operating.
When was Colony Marine founded?
Colony Marine was founded in 1958. It employs 11 to 50 people.
Where is Colony Marine based?
Colony Marine is headquartered in Saint Clair Shores, United States, in the North America region.
How does Colony Marine make money?
Six revenue lines are on record. New Boat Sales are the primary driver. The others are used Boat Sales, boat Financing, service & Repair, parts & Accessories and winter Storage.
Who are Colony Marine's main competitors?
Boat Trader is listed as an emerging player. Broad incumbents are West Marine, OneWater Marine and MarineMax. Direct peers are Pier 33 Marina, Walstrom Marine, Hall's Boat Corporation and Skipper Bud's.
Does Colony Marine have an API?
No public API is recorded for Colony Marine.
What industry is Colony Marine in?
Colony Marine's product category is Boat Dealership. Its primary akta.pro industry code is CRAMAIAM, Marine Recreation Rentals & Tours Retail Counter (On-site Sales), with a secondary code of FSAKADAH, Marine & Boat Finance. Its NAICS code is 441222 and its SIC code is 3730.