BH-USA

What BH-USA does

BH-USA is a privately held, direct-to-consumer e-commerce distributor and manufacturer of boat lift systems and related marine equipment, based in Longview, Texas. The company has operated in the boat lift industry for over 40 years and ships to customers in the U.S. and Canada via UPS ground/expedited services and a network of freight carriers (Saia, Southeastern Freight, Estes, Old Dominion). Its primary customer segments are residential boat owners, marina operators, PWC owners, and marine contractors, served through a branded online storefront with same-day shipping on most orders and free ground shipping on retail orders over $250.

The core product portfolio centers on overhead boat lifts (Coastal Series, Gulf Breeze, The Max), pile mount lifts (4-post, 6-post, 8-post configurations), and PWC lifts (Dockside Lil Lifter, BH-360), complemented by hoists, gearboxes, motors, controls, cradles, rigging, and dock/pier accessories. Proprietary technology includes the A-Drive direct-drive belt-less system with double worm reducer gearboxes (40:90 and 40:75 ratios) and Max Drive twin belt-less 1.5 HP stainless steel motors, constructed from 6061-T6 U.S. marine-grade aluminum in a no-weld design. The company also distributes third-party brands including Lift Mate, Megaware, Solstice Watersports, Weems & Plath, and Fortress Marine Anchors, and offers a bulk ordering program for commercial buyers.

Revenue is generated entirely through one-time product sales via the e-commerce channel, with a wide price spectrum ranging from approximately $30 in small parts to over $16,000 for complete lift systems. The company carries UL, NEMA, CE, and SA certifications on electrical components, and claims 3,000+ verified 5-star reviews through Shopper Approved. No technology platform, APIs, integrations, or AI/ML capabilities are present; the operation is a traditional specialty e-commerce business with a small headcount of 1-10 employees.

Name

BH-USA

Legal name

BH-USA

Website

https://bh-usa.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

BH-USA is a privately held, 40-plus-year-old Longview, Texas-based e-commerce distributor and manufacturer of boat lift systems, PWC lifts, hoists, and marine accessories, selling directly to U.S. and Canadian consumers, marinas, and marine contractors.

Ownership category

akta.pro rank

Product category

Boat Lift Systems and Marine Hardware

NAICS

Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923), Marine Cargo Handling (48832), Boat Dealers (441222)

SIC

Ship & Boat Building & Repairing (3730), Construction, Mining & Materials Handling Machinery & Equip (3530), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Cargo Handling & Lifting Equipment (Cranes, Derricks, Hoists) (IMAJAIAB)

Keywords

• Boat lift systems
• Marine hardware
• Personal watercraft lifts
• Boat hoist motors
• Dock accessories

Headquarters

HQ city

Longview, Texas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Boat Lift Systems Sales: Revenue from selling complete boat lifts including overhead boat lifts (Coastal Series, Gulf Breeze, The Max), pile mount lifts (4-post, 6-post, 8-post configurations). Products range from $6,000 to $16,000+ for complete lift systems.
2. PWC Lift Sales: Personal watercraft lifts including jet ski lifts (BH-360, Dockside Lil Lifter), skiff lifts. Prices range from approximately $500 to $1,500.
3. Parts and Components: Replacement parts including lift parts, hoist motors, gearboxes, cables, controls, cradles, rigging. Individual components and assemblies available.
4. Dock and Pier Products: Dock edging, bumpers, cleats, ladders, piling caps, lighting, electrical accessories, seating, and storage solutions.
5. Watersports Products: Inflatable docks, towables, ski ropes, floats, games, and inflatable kayaks from Solstice Watersports brand.
6. Marine Products: Mooring equipment, boat fenders, trailering gear, life jackets, anchors, and electrical components.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

BH-USA manufactures and distributes boat lift systems and marine hardware, including overhead boat lifts, pile mount lifts, PWC lifts, hoist motors, gearboxes, controls, cradles, and rigging components. The company also distributes third-party marine brands and complementary products such as dock accessories, watersports equipment, and marine supplies, selling primarily through its own e-commerce website to U.S. and Canadian customers.

Product overview

BH-USA is a marine equipment supplier serving the boat lift industry for over 40 years, shipping products to U.S. and Canada. Their product portfolio consists of multiple interconnected product lines centered around boat lifts and their components, plus complementary marine and dock products. The core boat lift offerings include three main product lines: Coastal Series (aluminum overhead/pile mount lifts), Gulf Breeze (side mount marina lifts), and The Max (heavy-duty professional/marina lifts). Supporting product categories include PWC lifts (Dockside Lil Lifter, BH-360), boat hoists with A-Drive and E-Drive gearboxes, boat lift motors (TENV, TEFC, IP44 types), control systems (Elite remotes, drum switches), cradles and rigging components, and dock/pier accessories. BH-USA also distributes third-party brands including Lift Mate, Megaware, Solstice Watersports, Weems & Plath, and Fortress Marine Anchors. They offer bulk ordering for commercial buyers and provide a 2025 catalog. The company operates as a distributor rather than a technology platform, with no API, integrations, or AI capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Overhead Boat Lifts Overhead boat lifts designed to lift boats in and out of the water, resting on top of dock pilings or parallel wood stringers. Includes Coastal Series, Gulf Breeze, and The Max product lines ranging from $6,306 to $8,842. For boat owners and marinas needing above-water vessel storage.
• Pile Mount Boat Lifts Pile mount boat lifts that mount directly to dock pilings, available in Four Post, Six Post, and Eight Post configurations with weight capacities suited to residential and commercial applications. Priced from approximately $9,535 to $15,345.
• PWC Lifts (Personal Watercraft Lifts) Personal watercraft lifts including jet ski lifts and skiff lifts. Includes the BH-360 (1,250 lb capacity with 360-degree rotation) and the Dockside Lil Lifter (1,200 lb capacity) models, priced from approximately $500 to $1,500.
• Boat Hoists (Gearboxes and Hoist Systems) Hoist systems including gears, gearboxes, and motors for boat lift applications. Features A-Drive (direct drive, belt-free) and E-Drive (heavy-duty double worm reducer, 480:1 and 600:1 ratios) configurations. For boat lift builders, marine contractors, and replacement part buyers.
• Boat Lift Motors & Parts Electric motors for boat lifts including TENV, TEFC, and IP44 types with various horsepower ratings, plus wired motor variants, start capacitors, motor pulleys, wiring kits, and mounting kits. Priced from $471 to $698 for wired motors.
• Boat Lift Controls Control systems for boat lifts including Elite Remote Controls (ER1 single motor, ER2 dual motor), auto-stop systems, control boxes, drum switches, transmitter remotes, and GFCI wire harnesses.
• Boat Cradles Boat cradles and slings for supporting boats on lifts, including pontoon cradles, v-hull cradles, and signature series cradles.
• Boat Lift Rigging Rigging components including top beams, drive pipes, cables, blocks, and cable fasteners for boat lift systems.
• Dock and Pier Products Dock accessories including edging, bumpers, cleats, piling caps, ladders, dock lighting, and seating solutions for complete dock and pier setups.
• Watersports Products Watersports equipment including inflatable docks, towables, ski and tow ropes, floats, games, and inflatable kayaks from the Solstice Watersports brand.
• Marine Products Marine accessories including mooring equipment, boat fenders, life jackets, anchors, trailering equipment, and electrical components, including Fortress Marine Anchors and Weems & Plath traditional marine instruments.
• Industrial Fans & Ventilation Industrial ventilation equipment including exhaust fans, fan parts, and general purpose motors.
• Bulk Ordering Program Bulk ordering program offering boat hoist duty motors, gearboxes, and rotary cam switches at discounted quantities, targeted at commercial buyers including marinas and marine contractors.

Quantifiable outcome

• Over 3,000 verified 5-star customer reviews
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor.

• Solstice WatersportsminorChannel Partner/ Reseller/ DistributorSolstice Watersports is a brand carried by BH-USA. Products include inflatable docks, towables, ski ropes, floats, games, and inflatable kayaks.
• Lift MateminorChannel Partner/ Reseller/ DistributorLift Mate is a brand of boat lift accessories carried by BH-USA.
• MegawareminorChannel Partner/ Reseller/ DistributorMegaware is a brand of marine hardware and accessories carried by BH-USA.
• Weems & PlathminorChannel Partner/ Reseller/ DistributorWeems & Plath is a traditional marine instruments and navigation brand carried by BH-USA.
• Fortress Marine AnchorsminorChannel Partner/ Reseller/ DistributorFortress Marine Anchors is a brand of marine anchors carried by BH-USA.
• UPSminorOthersUPS is BH-USA's primary shipping partner for ground and expedited services including Next Day Air, 2nd Day Air, and 3 Day Select.
• Saia Freight LinesminorOthersFreight carrier partner for large item deliveries.
• Southeastern Freight LinesminorOthersFreight carrier partner for large item deliveries.
• Estes Freight LinesminorOthersFreight carrier partner for large item deliveries.
• Old Dominion Freight LinesminorOthersFreight carrier partner for large item deliveries.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DECO Boat Lifts: DECO builds aluminum overhead and cradle boat lifts, including four-post and freestanding configurations, sold through dealers across the Gulf and East Coast. Very close functional overlap with BH-USA's Coastal Series and pile-mount offerings.
• Golden Boat Lifts: Golden Boat Lifts produces aluminum overhead, elevator, and cradle boat lifts sold to residential and small-commercial buyers. Comparable price points and customer base to BH-USA, with similar free-standing and pile-mount configurations.
• ShoreMaster: ShoreMaster is one of the largest direct-to-consumer manufacturers of boat lifts, docks, and waterfront equipment in the U.S. Highly comparable to BH-USA across aluminum overhead lifts, pile-mount lifts, and PWC lifts sold to similar residential and marina buyers.
• Hewitt Industries: Hewitt manufactures roll-a-docks, boat lifts, and PWC lifts primarily in aluminum for the North American recreational marine market. Overlaps with BH-USA on aluminum boat lift design, dealer distribution, and DIY/owner-operator buyer persona.
• Boat Lift Warehouse: Boat Lift Warehouse is an online retailer/distributor of multiple boat lift brands and parts, similar in GTM motion to BH-USA's e-commerce catalog model. Directly comparable in buyer experience and SKU breadth of accessories.
• Nautical Structures Industries: Nautical Structures designs and builds custom boat lifts, davits, and yacht-handling systems for marinas and superyacht applications. Comparable on the commercial/marina side of BH-USA's The Max line, with significantly larger project scale.
• Sunstream Boat Lifts: Sunstream manufactures solar-powered and conventional boat lift systems, with comparable product positioning to BH-USA in the residential waterfront segment. Overlaps on PWC lifts, freestanding lifts, and direct-to-buyer sales.
• HydroHoist Marine Group: HydroHoist is a long-established boat lift manufacturer offering hydro-pneumatic and other lift systems for boats and PWCs. Directly comparable product set and customer base to BH-USA, with overlapping residential and marina segments.

Emerging players

• Wave Armor: Wave Armor makes rotation-molded floating PWC and boat ports that compete with traditional lift systems. Comparable end-customer (PWC/jet ski owners) and channel (DTC + dealer), but uses a different material/technology vs. BH-USA's aluminum lifts.

Broad incumbents

• West Marine: West Marine is the largest U.S. marine retail chain, carrying boat lift components, PWC accessories, dock hardware, and replacement parts. Broad incumbent rather than direct competitor, but shares significant overlap in parts and accessories SKUs with BH-USA's aftermarket catalog.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCI_ueN0n4pp2CylyPxuSRzQ
• LinkedInlinkedin.com/company/bh-usa

Compliance6 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 BH-USA