Indian River Marina

What Indian River Marina does

Indian River Marina is a privately held, full-service marina and boat dealership located at 3020 Apple Blossom Road in Indian River, Michigan, on the Inland Waterway between Burt Lake and Mullett Lakes. The company is an authorized dealer for Barletta Pontoons (its flagship new-boat brand), Mercury, and Suzuki outboards, and operates as the only Barletta dealership fully accessible to Michigan's 40-mile Inland Waterway system. It also holds the only 15-ton Travel Lift capability south of Cheboygan on that waterway, enabling boat lifting for repairs and surveys that no regional competitor can match.

The business generates revenue across nine distinct streams: new and pre-owned boat sales (Barletta pontoons priced $69K–$180K retail plus trade-ins and used inventory), pontoon and tri-toon rentals (Godfrey and Barletta fleets at $300–$625/day seasonally), a tiered Boat Club membership ($249–$399/month) with unlimited usage and priority reservations, full marine service and repair ($110–$149/hr labor, certified for Mercury/Suzuki/Evinrude), a parts department, indoor and outdoor boat storage including the HOOKnGo seasonal concierge service ($995–$1,195/season), 92 seasonal marina slips (78 uncovered, 14 covered), fuel dock sales of ethanol-free marine-grade gasoline with Valvtect additive, a Ship's Store (open May 1 to October 15), and a 3-bedroom Marina Rental House vacation property. The marina is Five Star certified and Michigan Clean Marina certified since December 2019.

Customer segments are exclusively consumer-facing: recreational boaters and families, Boat Club members, boat buyers, slip holders, and inland-waterway vacationers in Northern Michigan. Go-to-market is direct-to-consumer through the physical marina location, a Dealer Spike-powered e-commerce website, the Boat Club mobile app, and active social channels (Facebook, Instagram, YouTube). Pricing follows seasonal patterns with summer-peak rates across rentals, storage, and Boat Club access, and multi-month or multi-year contracts for storage and slip rentals. The company has no disclosed parent, no funding rounds, and no M&A activity in the source data.

Name

Indian River Marina

Legal name

Indian River Marina

Website

https://indianrivermarina.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Indian River Marina is a privately held full-service marina and Barletta pontoon dealership on Michigan's Inland Waterway, offering new and used boat sales, pontoon rentals, Boat Club memberships, service and repair, storage, 92 seasonal slips, fuel dock, and a vacation rental house to recreational boaters, families, and tourists in Northern Michigan.

Ownership category

akta.pro rank

Product category

Marine Dealership and Marina Services

NAICS

Marinas (713930), Boat Dealers (441222), Other Support Activities for Water Transportation (488390)

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Marina & Waterfront Full-Service Hotels (THAGAAAK)

akta.pro secondary industry

Houseboats & Floating Stays (THAMADAG)

Keywords

• Boat dealership services
• Pontoon boat rentals
• Marine service repair
• Boat storage facility
• Vacation rental marina

Headquarters

HQ city

Indian River

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. New & Pre-Owned Boat Sales: Sale of new Barletta pontoon boats and pre-owned boats of various brands including pontoons, cruisers, sport boats, and fishing boats.
2. Boat Rentals: Daily and weekly pontoon boat rentals featuring Godfrey and Barletta pontoons powered by Mercury FourStroke outboards. Full day rentals from 8:30am-7:00pm in summer, 8:30am-4:00pm in spring/fall.
3. Boat Club Memberships: Recurring membership fees providing unlimited boat usage with priority reservations. Three tiers: Premium Access ($2,750 initial + $399/month), Full Access ($2,500 + $299/month), Weekday Access ($2,000 + $249/month).
4. Marine Service & Repair: Full-service maintenance including winterization, engine repair, propeller repair, electronics installation, detailing, and more. Labor rates $110-$149/hour.
5. Boat Storage: Winter inside storage ($5.95/sq ft), winter outside storage ($2.95/sq ft), summer inside dry storage ($150-$200/week), summer outside storage ($100-$150/week), and HOOKnGo seasonal storage ($995-$1,195).
6. Marina Slips: Seasonal boat slips (78 uncovered, 14 covered) with WiFi, water, 30-amp electricity access and key-code restroom facilities.
7. Parts & Accessories: Parts department and ship store selling nautical supplies, clothing, food, beverages, ice, and marine equipment. Store open May 01 to October 15.
8. Marina Rental House: Vacation rental property - fully furnished 3 bedroom, 2 bathroom home sleeping up to 8 people with complimentary marina boat slip. 3 nights $1,125 + cleaning, 1 week $2,220 + cleaning.
9. Fuel Sales: Ethanol-free marine-grade gasoline sold at fuel dock with Valvtect additive.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Indian River Marina is a full-service marina and authorized boat dealership selling new Barletta pontoon boats and pre-owned boats powered by Mercury and Suzuki outboards. It also operates pontoon and tri-toon boat rentals, a tiered Boat Club membership program, full-service marine repair, parts and accessories, indoor and outdoor seasonal boat storage, 92 seasonal marina slips, a Ship's Store, and a 3-bedroom vacation rental house — all at a single location on the Inland Waterway between Burt and Mullett Lakes in Northern Michigan.

Product overview

Indian River Marina is a full-service marina and boat dealership offering a comprehensive portfolio of products and services for boaters. The core offerings include new and pre-owned boat sales featuring Barletta pontoon boats (their primary brand) powered by Mercury or Suzuki outboards, complemented by ShoreMaster boat hoists and Wave-Armor dock products. The marina provides pontoon boat rentals, a Boat Club membership for on-demand access, full-service maintenance and repair, parts department, indoor/outdoor boat storage solutions, 92 seasonal marina slips, a Ship's Store, a vacation rental house, and boat financing services. The company operates as an authorized dealer for Barletta, Mercury, and Suzuki, positioned as a one-stop shop for all boating needs on Northern Michigan's Inland Waterway.

Differentiator

Problem solved

Functional benefit

Products and services

• Barletta Pontoon Boat Sales Sale of new Barletta pontoon and tri-toon boats manufactured in Indiana, featuring patented VIP vibration isolation technology, full-length wave tamers, and two-stage lifting strakes. Available in multiple series including Reserve, Lusso, Corsa, Cabrio, Aria, and Sanza, powered by Mercury FourStroke or Suzuki outboards. Out-the-door pricing includes freight, dealer prep, registration, documentation, and Michigan sales tax.
• Pontoon Boat Rentals Daily and weekly pontoon and tri-toon boat rentals featuring Godfrey and Barletta pontoons powered by Mercury FourStroke outboards. Summer full-day rentals from 8:30am–7:00pm; spring/fall rentals 8:30am–4:00pm. Capacities from 10 to 14 persons. Pricing ranges from $300–$625 per full day depending on boat size and season.
• Boat Club Membership Subscription-based boating membership offering unlimited access to a professionally maintained tri-toon fleet with priority reservations. Three tiers: Premium Access ($2,750 initial + $399/month, 7 days/week with 4 advance bookings 6 months out), Full Access ($2,500 initial + $299/month, 3 advance bookings 6 months out), and Weekday Access ($2,000 initial + $249/month, Monday–Thursday only). Marina staff handles fueling, cleaning, and boat preparation.
• Marine Service and Repair Full-service marine maintenance and repair including winterization, shrink wrapping, inboard/outboard engine repair, certified service for Evinrude, Suzuki, and Mercury engines, propeller repair, electronics installation, marine air conditioning, and detailing. Labor rates: Mechanical $149/hour, General $110/hour, Service Call $165/hour. Supported by the only Travel Lift on the Inland Waterway south of Cheboygan.
• Boat Storage Seasonal boat storage including winter inside storage at $5.95/sq ft, winter outside storage at $2.95/sq ft, summer inside dry storage at $150–$200/week, summer outside storage at $100–$150/week, and HOOKnGo seasonal storage at $995–$1,195/season with unlimited launches June 1 through September 15.
• Marina Slips Seasonal boat slip rentals totaling 92 slips (78 uncovered, 14 covered) for vessels up to 40ft length, 16ft beam, and 5ft draft. Includes WiFi, water, 30-amp electricity access, and key-code restroom facilities.
• Ship's Store Retail store selling nautical supplies, clothing, food, beverages, ice, marine equipment, ethanol-free marine-grade gasoline with Valvtect additive at the fuel dock, and accessories. Store operates May 1 to October 15.
• Boat Parts Department Parts and accessories department offering a wide selection of marine parts with next-day availability for most orders, supporting new boat sales and ongoing service/repair needs.
• Marina Rental House Vacation rental property fully furnished with 3 bedrooms, 2 bathrooms, sleeping up to 8 people, with complimentary marina boat slip included. Features kitchen, laundry, outdoor fire pit, deck, and BBQ. Pricing: $1,125 for 3 nights or $2,220 for 1 week, plus cleaning fee.
• Boat Financing Financing services offering loan applications and financing plans for new boat and motor purchases from supported brands including Barletta, Manitou, SanPan, AquaPatio, Monaco, Sweetwater, Mercury, and Suzuki.
• ShoreMaster Dock and Lift Systems Sales of ShoreMaster boat hoists and dock systems including the Infinity Dock system with exclusive Curve Dock frames, plus MaxLift boat lifts and MaxDock and Alumi-Span aluminum dock systems for waterfront property owners.

Quantifiable outcome

• 40 miles of navigable Inland Waterway accessible from marina location
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Michigan Clean Marina ProgramcoreStrategic or Co-development Partner · 1 December 2019Cooperative effort of Michigan Boating Industries Association and Michigan Sea Grant. Marina voluntarily pledges to maintain and improve Michigan's waterways by reducing harmful substance releases. Certification received December 2019.
• Barletta Pontoon BoatscoreChannel Partner/ Reseller/ DistributorIndian River Marina is an authorized Barletta dealer, offering new Barletta pontoon boats including the Reserve, Lusso, Corsa, Cabrio, Aria, and Sanza series. Barletta is manufactured in Indiana and known for premium features including VIP vibration isolation technology, full-length wave tamers, and two-stage lifting strakes.
• Mercury MarinecoreChannel Partner/ Reseller/ DistributorAuthorized Mercury outboard motor dealer providing Mercury FourStroke engines (150HP-350HP) for new boats and replacement engines for service customers.
• Suzuki MarinecoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki outboard motor dealer offering Suzuki marine engines for new boat sales and service/repair. Marina has certified Suzuki service technicians.
• ShoreMasterminorChannel Partner/ Reseller/ DistributorAuthorized dealer for ShoreMaster boat hoists and dock systems including the Infinity Dock system with exclusive Curve Dock frames. Products over-engineered for maximum stability and durability.
• MaxLiftminorChannel Partner/ Reseller/ DistributorBoat lift dealer offering over-built, over-tested products for maximum reliability and performance across vintage inboards, ski boats, pontoons, and fishing boats.
• MaxDockminorChannel Partner/ Reseller/ DistributorWaterfront equipment dealer offering lightweight, stable, easy-to-install dock systems available as wheel-in or sectional style for value-minded waterfront property owners.
• Alumi-SpanminorChannel Partner/ Reseller/ DistributorAluminum dock system dealer providing waterfront reshaping solutions with configurable dock configurations for marina customers.
• Michigan Boating Industries Association (MBIA)minorOthersState marine industry trade association providing support, advocacy, and certification programs including the Michigan Clean Marina Program.
• Marine Retailers Association of the Americas (MRAA)minorOthersNational marine retail trade association offering resources, advocacy, and professional development for marine dealerships.
• EvinrudeminorChannel Partner/ Reseller/ DistributorAuthorized Evinrude outboard motor dealer with certified service capabilities for Evinrude engines.
• Lilipad Marine ProductsminorChannel Partner/ Reseller/ DistributorMarine accessory dealer providing additional products and supplies for boat customization and maintenance.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• OneWater Marine: Public marine retailer with 90+ locations across the U.S. providing new and pre-owned boat sales, service, parts, and storage. Operates as a multi-market consolidator in the same marina/dealer space as Indian River Marina.
• Suntex Marinas: Largest recreational marina operator in the U.S. with 130+ properties offering slips, storage, fuel, and marine services. Directly comparable to Indian River Marina's slip and storage revenue streams at a national operating scale.
• MarineMax: Largest recreational boat retailer in the U.S. with a national footprint offering new and pre-owned boat sales, brokerage, financing, service, and storage across multiple geographies. Directly overlaps Indian River Marina's core dealership and service offerings at national scale.
• Brunswick Corporation: Diversified marine conglomerate owning Mercury Marine (a key Indian River Marina engine supplier), Boston Whaler, Sea Ray, and other marine brands. Operates across the marine value chain comparable to Indian River Marina's product ecosystem at enterprise scale.

Direct peers

• Walstrom Marine: Harbor Springs, MI-based full-service boat dealership and marina serving Northern Michigan's boating community. Operates with similar brand partnerships and waterfront service offerings, making it the closest regional comparable to Indian River Marina in terms of geography, customer base, and product mix.

Others

• Barletta Pontoon Boats: Indiana-based manufacturer of premium pontoon boats featuring VIP vibration isolation technology. Key brand partner and primary sales focus for Indian River Marina; an ecosystem participant rather than direct competitor, but operationally critical.
• Cobalt Boats: Premium recreational boat manufacturer of bowriders, runabouts, and surf boats sold through independent dealer networks serving similar Northern Michigan boating demographics and affluent customer segments.
• Godfrey Pontoons: Indiana-based pontoon boat manufacturer whose pontoons power Indian River Marina's rental fleet. An adjacent ecosystem participant and brand supplier rather than a direct competitor at the retail layer.
• Polaris Inc. Minnesota-based powersports and marine OEM operating in adjacent Midwest markets with similar recreational vehicle customer demographics. Comparable in target market and outdoor recreation orientation, though not directly competing in pontoons.

Regional players

• Hessel Marina: Small Upper Peninsula Michigan marina operating seasonal slips and services in the Les Cheneaux Islands area. Comparable regional marina peer with similar Northern Michigan seasonal business model and recreational boating customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC1ewDGfdwHUxmKFhWMUlx6Q/videos
• Facebookfacebook.com/IndianRiverMarina
• Instagraminstagram.com/indianrivermarinamichigan
• LinkedInlinkedin.com/company/indian-river-marina-inc

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 Indian River Marina