SPICER'S BOAT CITY OF HOUGHTON LAKE, INC

Name

SPICER'S BOAT CITY OF HOUGHTON LAKE, INC

Legal name

Spicer's Boat City

Website

https://spicersboatcity.com

Company type

Private

Founded year

1963

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Houghton Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Boat Sales: Sales of new boats from multiple manufacturers including pontoons, sport boats, fishing boats, and personal watercraft. Revenue generated from full vehicle sales including motors and trailers as complete packages.
2. Powersports Vehicle Sales: Sales of new and pre-owned powersports vehicles including ATVs, UTVs, snowmobiles, and personal watercraft from brands like Polaris, Can-Am, Sea-Doo, Yamaha, Ski-Doo, and Lynx.
3. Pre-Owned Vehicle Sales: Resale of used boats and powersports vehicles including trade-ins and consignment units.
4. Service and Maintenance: In-house service department providing maintenance, repair, winterization, and the Boat Spa services. Includes service appointments and winterization services.
5. Financing: In-house financing and credit services offered to customers for vehicle purchases, including pre-qualification options.
6. Parts and Accessories: Sales of OEM parts, garments, accessories, and attachments including trailers, hoists, and marine equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Spicer's Boat City is a multi-brand marine and powersports dealership in Houghton Lake, Michigan, selling new and pre-owned boats, pontoons, personal watercraft, ATVs, UTVs, and snowmobiles from 10+ manufacturers, alongside Mercury Marine engines, trailers, and hoists. The dealership provides integrated in-house services including financing, trade-in valuation, full-service maintenance (winterization, repairs, Boat Spa detailing), parts and accessories, and a post-purchase Spicer Advantage benefits program covering delivery, dockside service, and 24-hour technical support.

Product overview

Spicer's Boat City operates as a multi-brand marine and powersports dealership in Houghton Lake, Michigan. The business functions as a single-location dealership offering new and pre-owned boats from 10+ manufacturers (Bennington, Sylvan, Lund, Four Winns, Scarab, Bayliner, Starcraft Marine, Evotti, Premier, Sea-Doo, Yamaha), personal watercraft, powersports vehicles (Polaris, Can-Am, Ski-Doo, Lynx ATVs/UTVs/snowmobiles), Mercury Marine engines, trailers, and hoists. The dealership provides integrated services including in-house financing, trade-in valuation, and full-service maintenance (including winterization and Boat Spa). The Spicer Advantage program bundles delivery, dockside service, and technical support with vehicle purchases. Products range from entry-level fishing boats ($11,000-$15,000) to luxury tritoon pontoons exceeding $160,000, serving customers throughout Michigan's Northern Lower Peninsula.

Differentiator

Problem solved

Functional benefit

Products and services

• Bennington Pontoon Boats
• Sylvan Boats Aluminum and pontoon boats including MIRAGE series (818 CRS, 8520 CRS, 8520 FISH) and G3 CLZ tritoon sold as complete packages with boat, motor, and trailer.
• Lund Boats Aluminum fishing boats including the 1650 Rebel XL SS with livewells, rod holders, electronics packages, and Mercury outboard motors.
• Four Winns Boats Sport boats and bowriders including H1 Freedom and H1 series with Mercruiser sterndrive engines up to 200HP.
• Scarab Jet Boats Jet boats including 165 LX, 195 LX, 215 ID, and 255 ID models with Rotax engines up to 600HP, designed for wake sports and entertainment.
• Bayliner Boats Runabouts and sport boats including VR4 and D20i models with Mercruiser sterndrive engines and family-friendly layouts with ski/wake capabilities.
• Starcraft Marine Boats Deckboats and fishing boats including SV 16 OB, SVX 171 OB, SVX 190 OB, and SVX 210 IO with Mercury outboard and Mercruiser sterndrive options.
• Evotti Pontoon Boats Luxury tritoon boats including 500 Series (523CS) and 700 Series (721CS, 721QL) with Mercury engines up to 250HP and premium furniture.
• Premier Pontoon Boats Premium pontoon boats including 230 Solaris RF CL and RS 3-Tube models with exclusive Cool-Touch fabric technology and Mercury engines up to 300HP.
• Sea-Doo Personal Watercraft Personal watercraft including GTI SE 130 and Switch Fish 18 models, plus Switch series boats (13 Compact, 21 Cruise) with 230HP Rotax engines.
• Yamaha Waverunners Personal watercraft including Jet Blaster LTD and SUPERJET models in stand-up and sit-down configurations.
• Polaris Powersports Vehicles ATVs (Sportsman 450 H.O.), UTVs (RANGER CREW XP 1000, RANGER 1000 CAB, XPEDITION XP), and snowmobiles, including promotional discounts of up to $2,500 off select snowmobiles.
• Can-Am Vehicles ATVs (Outlander 500) and UTVs (Defender DPS CAB HD9, HD10) with Rotax engines and HVAC cab options for year-round comfort.
• Ski-Doo Snowmobiles BRP Ski-Doo snowmobiles with complimentary Lynx snowmobile offerings including Xterrain RE models.
• Mercury Marine Engines Mercury and MerCruiser outboard and sterndrive engines ranging from 9.9HP ProKicker to 350HP Verado V10, with a featured repower program.
• Pre-Owned Boats and Motors Resale of used boats and outboard motors including trade-ins.
• Pre-Owned Powersports Vehicles Resale of used ATVs, UTVs, snowmobiles, and personal watercraft.
• In-House Financing and Credit Services In-house financing and pre-qualification options offered to customers for vehicle purchases.
• Service Department (Maintenance and Repair) In-house service department providing maintenance, repair, winterization, and Boat Spa services with appointments available online.
• Winterization Services Seasonal boat winterization preparing vessels for cold weather storage, including engine fogging and system protection.
• Boat Spa Services Professional boat cleaning, detailing, and cosmetic restoration services.
• Spicer Advantage Program Customer benefits program including free delivery, dockside service, 24-hour technical support, quick care service, on-water boat orientation, and pontoon trailer loaner.
• Parts, Accessories and Apparel Genuine OEM parts, marine accessories, and dealer-branded apparel available through the parts department and online accessories portal.
• Trade-In Valuation and Boat Buying Trade-in value calculator and "We Buy Used Boats" service for customers seeking to sell or trade existing boats, skis, and snowboards.

Quantifiable outcome

• Ranked No. 6 among North America's Top Boat Dealerships by Boating Industry Magazine
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• BenningtoncoreChannel Partner/ Reseller/ DistributorBennington is a primary pontoon boat brand sold at Spicer's Boat City. The dealership offers multiple Bennington models including pontoons from the S1, SSB, M1, and RS series with Mercury engines.
• SylvancoreChannel Partner/ Reseller/ DistributorSylvan manufactures deck boats and pontoons sold through Spicer's Boat City including MIRAGE series models with complete packages including motors and trailers.
• LundcoreChannel Partner/ Reseller/ DistributorLund Boats is a premium aluminum fishing boat manufacturer. Spicer's sells Lund boats including the 1650 Rebel XL SS fishing boat.
• Four WinnscoreChannel Partner/ Reseller/ DistributorFour Winns manufactures sport boats and cruisers sold at the dealership including the H1 Freedom model with Mercruiser engines.
• BaylinercoreChannel Partner/ Reseller/ DistributorBayliner is a major boat manufacturer with products including bow riders and deck boats. Spicer's carries Bayliner VR4 and D20i models.
• ScarabcoreChannel Partner/ Reseller/ DistributorScarab manufactures jet boats including sport boats and jet ski-style craft with Rotax engines. Featured models include 165 LX, 195 LX, and 235 SE.
• Starcraft MarinecoreChannel Partner/ Reseller/ DistributorStarcraft Marine produces deck boats and pontoons. Spicer's carries multiple SVX series models and ski boats.
• Sea-DoocoreChannel Partner/ Reseller/ DistributorSea-Doo is BRP's personal watercraft brand. Spicer's sells Sea-Doo GTI SE, Switch Fish, and SPARK models.
• Yamaha WaverunnerscoreChannel Partner/ Reseller/ DistributorYamaha personal watercraft including SUPERJET and WaveRunner models sold at the dealership.
• PolariscoreChannel Partner/ Reseller/ DistributorPolaris manufactures ATVs, UTVs (Ranger, RZR), and snowmobiles sold at Spicer's including Sportsman ATVs, Ranger UTVs, and snowmobiles. Promotions include up to $2,500 off select snowmobiles.
• Can-AmcoreChannel Partner/ Reseller/ DistributorCan-Am (BRP) ATVs and UTVs including Defender, Commander, and Maverick models sold at the dealership.
• Ski-DoocoreChannel Partner/ Reseller/ DistributorSki-Doo is BRP's snowmobile brand sold at Spicer's Boat City.
• LynxminorChannel Partner/ Reseller/ DistributorLynx manufactures snowmobiles sold at the dealership including Xterrain RE models.
• Mercury MarinecoreChannel Partner/ Reseller/ DistributorMercury Marine and MerCruiser outboard and inboard motors sold and installed at Spicer's. Dealership received 2025 Mercury Marine Customer Satisfaction award (top 5% nationally). Also offers Mercury Repower program.
• PremiercoreChannel Partner/ Reseller/ DistributorPremier manufactures premium pontoon boats with exclusive Cool-Touch fabric technology. Spicer's carries Solaris series models including 230 and 250 variants.
• EvotticoreChannel Partner/ Reseller/ DistributorEvotti produces luxury pontoon boats including 500 and 700 series models sold at Spicer's with tri-toon configurations and Mercury engines.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• YachtWorld: Leading online yacht and boat listing platform serving dealers and brokers globally. Comparable marketplace channel relevant to Spicer's higher-end pontoon and cruiser listings, but not a direct dealer competitor.
• Boat Trader: Largest U.S. online boat marketplace aggregating new and pre-owned listings from dealers and private sellers. Comparable as a channel influencing where Spicer's customers shop, but operates as a marketplace rather than a competing dealership.

Direct peers

• MarineMax: Largest publicly traded recreational boat dealer in the U.S., operating a multi-brand dealership network across multiple regions. Direct peer as a multi-brand boat retailer with similar manufacturer relationships, financing, and service offerings, but at substantially larger national scale.
• Galati Yacht Sales: Established multi-location boat and yacht dealership with strong manufacturer relationships (Maritime, Viking, Prestige) and a full-service operation. Comparable multi-brand premium boat dealer with similar sales/service/financing model, operating in a different U.S. region.
• Jefferson Beach Yacht Sales: Michigan-based multi-location boat dealership selling new and pre-owned boats with parts, service, and storage. Highly comparable as a Michigan-focused multi-brand boat dealer competing for the same regional customer base.
• Sail & Ski: Texas-based multi-line boat and powersports dealership offering new and pre-owned boats, PWCs, and financing/service. Direct peer as a regional multi-brand recreational dealership with a similar product mix spanning boats and powersports.
• Hall's Marine: Multi-brand boat dealer in the Southeast U.S. selling pontoons, fishing boats, and cruisers with in-house service. Comparable regional boat dealership competing for similar recreational customers with a similar full-service retail model.

Broad incumbents

• West Marine: National marine accessories, parts, and apparel retailer with some boat sales at select locations. Broad incumbent overlapping on parts/accessories and customer base, but not a direct multi-brand boat dealership competitor at Spicer's scale.
• Bass Pro Shops: Outdoor retail giant selling boats, marine accessories, ATVs, and fishing equipment as part of a broader outdoor lifestyle portfolio. Overlaps on boats and powersports customer segments but does not specialize as a multi-brand dealership.

Regional players

• Suntex Marinas: Operator of a large network of recreational marinas across the U.S., offering slips, storage, and related services. Adjacent to boat retail as a storage/access provider; overlaps on the boating customer lifestyle but does not sell new boats.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Spicersboatcity1/videos
• Facebookfacebook.com/spicersboatcity

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SPICER'S BOAT CITY OF HOUGHTON LAKE, INC