E.J. Mertaugh Boat Works

What E.J. Mertaugh Boat Works does

E.J. Mertaugh Boat Works is a privately held, family-owned full-service marina founded in 1925 by Gene Mertaugh in Hessel, Michigan, in the Les Cheneaux Islands area of the Upper Peninsula. The company operates a single waterfront facility at 296 S Hessel Point Rd and offers an integrated suite of boat services: heated, cold indoor, dry rack, and outdoor storage; seasonal dockage; launching and hauling via a private launch ramp, a 75-ton travel lift, and hydraulic trailers; full mechanical, electrical, and emergency repair service; classic wooden boat restoration (Chris-Craft, Gar-Wood, Lyman, Century) and fiberglass repair; brokerage of restored vessels; sales of Honda Marine, Yamaha, and Evinrude/BRP outboard motors; and a seasonal public fuel dock.

The company's underlying technology and craft capability is its primary differentiator: nearly a century of accumulated expertise in wooden hull restoration, custom woodwork, brite work, and mechanical/electrical modernization, supported by OEM-certified mechanics (Yamaha, MerCruiser, Honda, Evinrude/Johnson, ABYC) and heavy-haul equipment. It also holds the distinction of being the first Chris-Craft dealership in the world and hosts the largest wooden boat show in the world annually in Hessel, providing brand equity that anchors its antique restoration and brokerage segments.

The business model combines recurring revenue streams (annual storage subscriptions, seasonal dockage at flat-rate pricing) with transactional revenue (per-launch/haul fees at $60, hourly service labor, fuel dock sales, brokerage commissions, outboard motor sales with rigging). Go-to-market is direct-to-consumer at the marina location, supplemented by organic social media (Instagram, Facebook), a company blog, and community events. The customer base is fragmented across local Les Cheneaux boat owners, Upper Peninsula recreational boaters, and a niche national community of antique wooden boat enthusiasts, with no disclosed enterprise or anchor accounts.

Name

E.J. Mertaugh Boat Works

Legal name

E.J. Mertaugh Boat Works

Website

https://ejmertaughboatworks.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Short description

E.J. Mertaugh Boat Works is a privately held, 100-year-old full-service marina in Hessel, Michigan offering boat storage, restoration, repair, dockage, fuel, brokerage, and outboard motor sales to power boat, sailboat, and antique wooden boat owners in the Upper Peninsula.

Ownership category

akta.pro rank

Product category

Marina Services and Boat Restoration

NAICS

Marinas (713930), Ship Building and Repairing (336611), Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Full-Custom Superyacht & Megayacht Manufacturing (IMAJAMAB)

akta.pro secondary industries

Semi-Custom & Series Production Yacht Manufacturing (IMAJAEAM), Retrofits, Upgrades & Compliance Conversions (Scrubbers, BWTS, Alternative Fuels, Energy-Saving Devices) (TLAHAMAI), Luxury Yacht Manufacturing (IMAJAEAE)

Keywords

• Boat storage marina
• Wooden boat restoration
• Outboard motor dealer
• Marine fuel dock
• Boat brokerage services

Headquarters

HQ city

Hessel

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Boat Storage Services: Heated storage, cold indoor storage, dry rack storage, and outdoor storage for power boats and sailboats during summer and winter seasons. Full service heated storage includes waste tank pump out, haul out, travel lift transportation, and launch.
2. Dockage Rental: Seasonal dock rental at private marina in downtown Hessel, Michigan. Flat rate pricing.
3. Launching and Hauling: Boat launch and haul services using private launch ramp for boats up to 30 feet and travel lift for boats up to 60 tons.
4. Service and Repair: Maintenance, emergency repairs, towing, hardware replacement, engine rebuilds and replacements, aluminum fabrication and machining. Labor rates charged per hour.
5. Fuel Dock: Lakeside full-service drive-up fuel dock open to the public Memorial Day to Labor Day.
6. Boat Brokerage: Brokerage services for restored wooden boats, fiberglass boats, aluminum boats and other water crafts.
7. Outboard Motor Sales: Sales of Honda Marine, Yamaha, and Evinrude/BRP outboard motors. Certified dealership with rigging services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

E.J. Mertaugh Boat Works is a full-service marina in Hessel, Michigan, founded in 1925, providing indoor and outdoor boat storage, launching and hauling, classic wood and fiberglass boat restoration, mechanical and electrical service, a public fuel dock, brokerage, and authorized sales of Yamaha, Honda Marine, and Evinrude/BRP outboard motors. The company specializes in classic wooden craft such as Chris-Craft, Gar-Wood, Lyman, and Century models.

Product overview

E.J. Mertaugh Boat Works is a full-service marina offering a comprehensive suite of boat services centered around storage, restoration, repair, and brokerage. The core offerings include heated and cold indoor storage, dry rack storage, and seasonal dockage; launching and hauling services using a private launch ramp, 75-ton travel lift, and hydraulic trailers; and complete boat restoration services for wood (Chris-Craft, Gar-Wood, Lyman, Century) and fiberglass boats including Boston Whaler. The company also operates as a licensed Yamaha and Honda Marine dealership for outboard motors, provides electrical and mechanical maintenance services, operates a public fuel dock, offers boat brokerage for restored vessels, and hosts the annual Classic and Antique Wooden Boat Show and Festival of the Arts.

Differentiator

Problem solved

Functional benefit

Products and services

• Boat Storage and Dockage

Quantifiable outcome

• 75 ton travel lift capacity for hauling boats up to 60 tons
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Honda MarinecoreChannel Partner/ Reseller/ Distributor · 1 January 2021E.J. Mertaugh Boat Works is an officially certified Honda Marine dealership, offering Honda Marine outboard motors and repowering services.
• YamahacoreChannel Partner/ Reseller/ DistributorLicensed Yamaha dealer. Crew is fully capable of rigging new Yamaha motors. Mechanics are Yamaha & MerCruiser certified.
• Evinrude/BRPcoreChannel Partner/ Reseller/ DistributorLicensed Evinrude/BRP dealership. Mechanics are certified to work on Evinrude and Johnson engines.
• Chris-CraftcoreStrategic or Co-development PartnerE.J. Mertaugh Boat Works was the first Chris-Craft dealership in the world, established by navigating inventory up Lake Huron via compass. Many original wooden Chris-Craft boats remain in the area today.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hinckley Company: Premium yacht builder and service operator with marina facilities and classic/restoration capabilities. Comparable to Mertaugh in its blend of luxury boat craftsmanship, service operations, and a multi-decade heritage brand serving affluent recreational boaters.
• Walstrom Marine: Regional Great Lakes marina and yacht dealer offering sales, service, storage, and brokerage. Comparable to Mertaugh as a multi-service marina operator in the same Great Lakes region with similar storage, service, and dealership offerings.
• Century Boat Company: Historic manufacturer of Century-brand wooden and fiberglass boats. Directly comparable as a classic boat brand specialist with restoration and service operations overlapping Mertaugh's Century restoration specialty.
• Lyman Boat Works: Historic manufacturer and restorer of classic wooden Lyman runabouts. Directly comparable as a niche wooden boat specialist operating in the same classic/antique boat restoration market Mertaugh serves with the Lyman brand.

Regional players

• Snug Harbor Marina: Regional full-service marina offering storage, repair, and brokerage for powerboats and sailboats. Comparable to Mertaugh in service mix and customer base, though operating in a different geography.

Broad incumbents

• MarineMax: Largest recreational boat retailer in the U.S. with dealerships, brokerage, and service operations. Comparable to Mertaugh in its boat brokerage and outboard motor dealership activities, though operating at national scale with broader brand mix.
• Safe Harbor Marinas: Largest marina operator in the U.S. with hundreds of locations offering storage, service, and brokerage. Comparable to Mertaugh as a marina services provider with boat storage and maintenance offerings, though operating at vastly greater scale and breadth.
• IGY Marinas: International marina operator with premium locations offering dockage, storage, and concierge services for luxury recreational vessels. Comparable to Mertaugh as a marina services business targeting affluent recreational boat owners, though at much larger scale.

Emerging players

• Yachting Solutions: Mid-size yacht service, storage, and brokerage operation offering premium boat care. Comparable to Mertaugh as a multi-service marina with restoration, storage, and brokerage targeting serious recreational boaters.
• Gar Wood Industries (heritage restoration shops): Heritage brand of classic speedboats from the Gar Wood era with a small network of qualified restoration specialists. Comparable as a niche player in the same premium wooden boat restoration category Mertaugh serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ejmbw
• Instagraminstagram.com/ejmbw
• LinkedInlinkedin.com/company/ejmertaughboatworks

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 E.J. Mertaugh Boat Works