Marathon Electric
Marathon Electric, founded in 1913 and headquartered in Wausau, Wisconsin, manufactures AC and DC electric motors and generators for industrial, commercial, and OEM customers worldwide, operating as a wholly-owned subsidiary of WEG since May 2024.
- Company typePrivate
- Founded1913
- HeadquartersWausau, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Marathon Electric does
Marathon Electric, headquartered in Wausau, Wisconsin, manufactures AC and DC electric motors and generators for industrial and commercial equipment makers worldwide. Founded in 1913, the company offers a comprehensive product portfolio spanning NEMA and IEC general-purpose motors, severe-duty and explosion-proof motors, variable-speed/inverter-duty motors, farm/agriculture and pump motors, medium voltage motors, DC motors, and AC drives. Its generator line covers 4.5 kW to 4000 kW across brands such as MagnaPlus, MagnaMax, MagnaPower, DataMAX, Harsh Duty, Mariner, LIMA MAC, Pancake, and Irrigator Duty, serving applications from standby and prime power to data centers, marine, mining, and irrigation. Underlying technologies include the MAX GUARD Class H insulation system, Unirotor die-cast rotor construction, PMG excitation, the patented DVR2400 digital voltage regulator, vacuum pressure impregnation, and brushless excitation systems; products comply with UL, CSA, CE, IEEE-841, EISA 2007, NEMA Premium, ABS, Lloyd's Register, and DNV GL certifications.
The company operates manufacturing facilities in Wausau, West Plains (MO), Lebanon (MO), Lima (OH), Monterrey, Mexico (250,000 sq ft, opened 2019), and Wuxi, China, supplemented by wholly-owned distribution subsidiaries in Canada, India, Malaysia (covering Southeast Asia), Australia, and New Zealand. Marathon Electric has been a wholly-owned subsidiary of Brazil-based WEG since May 2024; prior to that it was owned by Regal Beloit from 1997. The company employs approximately 5,000 associates across three continents.
Marathon Electric sells primarily through B2B channels: national industrial distributors (Motion Industries, Grainger, Applied Industrial Technologies, BDI, Johnston Supply) handle volume distribution, while direct sales offices and a quote-based sales process serve OEM and distributor customers with custom configurations. Pricing is largely quote-based for motors and generators, with some AC drives and accessories publicly listed between $30 and $1,431. The customer base spans industrial manufacturing, harsh environments, hazardous locations, agriculture, water/pump systems, and critical infrastructure backup power, with revenue diversified across multiple industries and geographies rather than concentrated in any single named account.
Marathon Electric firmographics
Firmographics- Name
- Marathon Electric
- Legal name
- Marathon Electric LLC
- Website
- https://marathonelectric.com
- Company type
- Private
- Founded year
- 1913
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Marathon Electric, founded in 1913 and headquartered in Wausau, Wisconsin, manufactures AC and DC electric motors and generators for industrial, commercial, and OEM customers worldwide, operating as a wholly-owned subsidiary of WEG since May 2024.
- Ownership category
- akta.pro rank
Marathon Electric industry classification
Industry- Product category
- Electric Motors and Generators
- NAICS
- Motor and Generator Manufacturing (335312), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Relay and Industrial Control Manufacturing (335314)
- SIC
- Motors & Generators (3621)
- akta.pro primary industry
- AC Motors (Induction, Synchronous) (IMAGACAA)
- akta.pro secondary industry
- Automotive Electric Motors & Actuators Manufacturing (EPS/Brake-by-wire/Seat/Window) (IMACAJAL)
Keywords
Where Marathon Electric is headquartered
LocationHeadquarters
- HQ city
- Wausau
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Marathon Electric business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Electric Motors Sales: Sale of AC motors (NEMA and IEC), DC motors, medium and high voltage motors, and specialty motors for various industrial applications. Products include general purpose, severe duty, explosion proof, variable speed, permanent magnet, HVAC/R, farm/agriculture, washdown, pump motors, and definite purpose motors.
- Generators Sales: Sale of generators ranging from 5 kW to 4000 kW including MagnaPlus, MagnaMax, MagnaPower, Harsh Duty, Mariner, DataMAX, LIMA MAC, Pancake, and ATEX generators for standby, prime power, and critical applications.
- AC/DC Controls and Drives: Sale of AC drives (CONTROLMAX CM3, CM5, i550 series) and accessories for variable speed motor control applications
- Motor Accessories and Parts: Conversion kits, drip covers, vertical applications accessories, and original motor parts
- Technical Support Services: Expert technical support team providing assistance with product selection, application engineering, and after-sale support
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | CONTROLMAX CM3 Series AC Drives |
| Unit Pricing | Pay-as-you-go | CONTROLMAX CM3 Series Accessories |
| Unit Pricing | Pay-as-you-go | CONTROLMAX CM5 Series I/O Modules |
| Other | Multi-year contract | Custom Product Quotes |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
Marathon Electric product offering
Product offeringCore offering
Marathon Electric manufactures and sells a broad portfolio of AC and DC electric motors (NEMA and IEC frames, fractional through 10MW) and electric generators (4.5 kW to 4000 kW) for industrial, commercial, agricultural, marine, hazardous-location, data center, and OEM applications. The company also offers AC variable frequency drives and motor accessories under the CONTROLMAX brand.
Product overview
Marathon Electric manufactures a comprehensive portfolio of electric motors and generators. The product line includes AC NEMA motors (General Purpose, Severe Duty, IEEE841 Automotive Duty, Explosion Proof, Variable Speed/Inverter Duty, Pump, Farm/Agriculture, and Definite Purpose), AC IEC motors under the TerraMAX® brand, DC motors, and Medium/High Voltage motors under the Endurance Series® brand. Generator offerings span the MagnaPlus®, MagnaMax®, MagnaPower®, Harsh Duty®, Mariner®, DataMAX™, LIMA® MAC, Pancake, and Irrigator Duty™ brands, ranging from 4.5 kW to 4000 kW. The company also produces CONTROLMAX™ AC/DC drives and motor accessories. In May 2024, Marathon Electric was acquired by WEG, integrating WEG's resources with Marathon's global reach in the electric motor and generator industry.
Differentiator
Problem solved
Functional benefit
Brands
- BlueMAX®: High-efficiency motor brand introduced during 1989-1998 period.
- BlackMAX®
- XRI®
- MaxGuard™
- Globetrotter™
- TerraMAX®
- MagnaPlus®
- MagnaMax®
- MagnaPower®
- Harsh Duty®
- Mariner®
- DataMAX™
- LIMA® MAC
- Pancake
- Irrigator Duty™
- Endurance Series®
- CONTROLMAX™
Products and services
- NEMA General Purpose AC Motors
- NEMA Severe Duty AC Motors
Quantifiable outcome
- Generators power output range: 5 kW to 4000 kW
- +6 more outcomes
Companies that use Marathon Electric
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles7 records
Marathon Electric technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature10 records
Marathon Electric partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- WEGflagshipIn May 2024, WEG strategically acquired Marathon Electric. This partnership integrates WEG's extensive resources and technological leadership with Marathon Electric's proven expertise and global reach. The combination aims to advance a shared vision of efficiency, innovation, and sustainability, ensuring Marathon Electric continues delivering reliable, high-performance solutions and creating long-term value for customers worldwide.
- Regal BeloitflagshipRegal Beloit acquired Marathon Electric in 1997. Under Regal Beloit ownership, Marathon expanded its global presence with introduction of IEC motors and extended the portfolio offering up to 10MW and generators up to 2250kVA.
- Motion IndustriescoreNational U.S. distributor for Marathon Electric products including electric motors. Customers can locate Motion Industries locations through Marathon's Where to Buy tool.
- GraingercoreNational U.S. distributor offering Marathon motors through grainger.com website and physical branch locations nationwide.
- Applied Industrial TechnologiescoreNational distributor for Marathon Electric products serving industrial customers across the United States.
- Johnston SupplyminorDistributor partner serving HVAC and refrigeration markets with Marathon Electric products.
- BDI (Bearings Distribution International)coreGlobal distributor of industrial bearings, power transmission and fluid power components, carrying Marathon Electric products.
- MEP IndustriesminorCanadian national distributor for Marathon Electric products serving the Canadian market.
- eMotorsdirectminorCanadian online distributor specializing in electric motors, offering Marathon products through emotorsdirect.ca.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Marathon Electric competitors and assessment
Company assessmentBroad incumbents
- ABB: Global electrification and automation leader with a large industrial motors and drives portfolio (including the legacy Baldor brand). Directly comparable to Marathon on NEMA/IEC motors and drives, but operates at far broader scale across power, robotics, and motion.
- Cummins Inc. Global leader in diesel and natural gas generator sets, including the Cummins Onan brand for standby, prime, and data center applications. Direct competitor to Marathon's generator lines, particularly MagnaMax, MagnaPower, and DataMAX, with broader engine-driven power systems.
- Siemens: Global industrial conglomerate with a substantial motors and drives business (SIMOTION, SIMOGEAR). Overlaps with Marathon on industrial AC motors and generator systems, though motors are a smaller slice of Siemens' overall digital industries portfolio.
- WEG: Brazilian multinational and Marathon's parent company since May 2024. One of the world's largest manufacturers of electric motors, generators, and drives with full overlap on product categories and customer segments. WEG's portfolio is the reference benchmark for Marathon's strategic positioning post-acquisition.
Direct peers
- Allied Motion Technologies: Specialty motor and motion control manufacturer serving industrial, vehicle, aerospace, and medical markets. Comparable to Marathon's DC motor and definite purpose/specialty motor lines with focus on customized, application-specific fractional to integral horsepower solutions.
- Kohler Power Systems: Industrial generator manufacturer producing standby, prime, and mission-critical power systems from kW to MW scale. Direct comparable to Marathon's MagnaPlus, DataMAX, and MagnaPower generator lines serving data centers, healthcare, and commercial backup power markets.
- Nidec Corporation: Japanese global leader in electric motors spanning industrial, appliance, automotive, and commercial applications. Direct competitor in industrial AC motors and high-efficiency permanent magnet motors, with significant North American manufacturing footprint post-acquisitions.
- TECO-Westinghouse: Manufacturer of industrial AC motors including NEMA, IEC, severe duty, medium voltage, and explosion-proof configurations. Closely comparable to Marathon's NEMA general-purpose and severe-duty motor lines, serving overlapping industrial and OEM customers in North America.
- Franklin Electric: Specialty manufacturer of water and fueling systems with a strong submersible and pump motor product line. Comparable to Marathon's pump and irrigation motor segments, with overlap in agricultural and water/wastewater customers.
- Regal Beloit: Former Marathon owner (1997-2024) and a major North American manufacturer of electric motors, power transmission, and generators. Highly comparable product portfolio (NEMA motors, industrial motors, drives) and shared customer base in industrial, HVAC, and agricultural markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Marathon Electric social profiles
Digital presenceMarathon Electric compliance and trust
Trust signalCompliance12 records
Marathon Electric financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marathon Electric leadership team
Management profileNumber of profiles
Marathon Electric subsidiaries and ownership
Company hierarchySubsidiaries8 records
Marathon Electric funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marathon Electric 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 Marathon Electric
What does Marathon Electric do?
Marathon Electric manufactures and sells a broad portfolio of AC and DC electric motors (NEMA and IEC frames, fractional through 10MW) and electric generators (4.5 kW to 4000 kW) for industrial, commercial, agricultural, marine, hazardous-location, data center, and OEM applications. The company also offers AC variable frequency drives and motor accessories under the CONTROLMAX brand.
Is Marathon Electric a public or private company?
Marathon Electric is a private company. It is classified as corporate owned and is currently operating.
When was Marathon Electric founded?
Marathon Electric was founded in 1913. It employs 1,001 to 5,000 people.
Where is Marathon Electric based?
Marathon Electric is headquartered in Wausau, United States, in the North America region.
How does Marathon Electric make money?
Five revenue lines are on record. Electric Motors Sales are the primary driver. The others are generators Sales, AC/DC Controls and Drives, motor Accessories and Parts and technical Support Services.
Who are Marathon Electric's main competitors?
Broad incumbents on record are ABB, Cummins Inc., Siemens and WEG. Direct peers are Allied Motion Technologies, Kohler Power Systems, Nidec Corporation, TECO-Westinghouse, Franklin Electric and Regal Beloit.
Does Marathon Electric have an API?
No public API is recorded for Marathon Electric.
What industry is Marathon Electric in?
Marathon Electric's product category is Electric Motors and Generators. Its primary akta.pro industry code is IMAGACAA, AC Motors (Induction, Synchronous), with a secondary code of IMACAJAL, Automotive Electric Motors & Actuators Manufacturing (EPS/Brake-by-wire/Seat/Window). Its NAICS code is 335312 and its SIC code is 3621.