Tobler Marina

What Tobler Marina does

Tobler Marina is a private, family-owned full-service marine dealership and marina operator headquartered in Hayden, Idaho, founded in 1948 and now in its third generation. The company sells new boats from 14+ premium brands (Nautique, Malibu, Mastercraft, Chaparral, Bennington, Cobalt, Supra, Centurion, Duckworth, and others) plus pre-owned inventory and emerging electric watercraft (Flite and Lift eFoils), and operates complementary service lines including seasonal winterization/summerization, storage, moorage at partner Rivers Edge Marina, fiberglass and gelcoat repair, canvas and upholstery, detailing, valet, parts, and financing. Its physical footprint spans three locations across North Idaho: the main Hayden showroom and headquarters, The Marina at Black Rock on Lake Coeur d'Alene, and Rivers Edge Marina in Post Falls on the Spokane River.

The business model combines one-time transactional boat sales with recurring moorage subscriptions, episodic service revenue, and retail sales through the affiliated 208 Wake Shop pro shop. Go-to-market is direct-to-consumer via the Hayden showroom and a comprehensive website (toblermarina.com) that supports online inventory browsing, trade-in valuation, a boat loan calculator, and interactive buying quizzes. Marketing emphasizes experiential conversion through on-water demos, boat expos, learn-to-surf events, and an educational Learning Center content hub. The company operates as a regional entity within the Seattle Boat Company corporate network, which also includes Chelan Bay Marina, FunShare Boat Club, and BigSwell Surf Shop. The target customer base consists of recreational families, weekend boaters, jet ski owners, and boat upgraders across the Inland Northwest (North Idaho and Eastern Washington), with demand concentrated around Hayden Lake, Lake Coeur d'Alene, Priest Lake, and the Spokane River.

Name

Tobler Marina

Legal name

Tobler Marina

Website

https://toblermarina.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Tobler Marina is a family-owned, full-service boat dealership and marina founded in 1948 in Hayden, Idaho, selling new and pre-owned boats across 14+ premium brands and offering service, storage, and moorage across three North Idaho locations serving Inland Northwest recreational boaters.

Ownership category

akta.pro rank

Product category

Boat Dealership and Marina Services

NAICS

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

SIC

Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG)

Keywords

• Boat sales
• Marine services
• Marina moorage
• Boat storage
• Boat dealership

Headquarters

HQ city

Hayden

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Boat Sales: Sale of new boats from manufacturer brands including Nautique, Chaparral, Bennington, Duckworth, Cobalt, Malibu, Mastercraft, Supra, Centurion, and Flite eFoils
2. Pre-Owned Boat Sales: Consignment and direct purchase of used boats through their dealership
3. Marine Services: Seasonal services (winterization, summerization), storage, moorage, fiberglass/gelcoat repair, detailing, canvas/upholstery, valet, and parts
4. Moorage & Marinas: Seasonal and transient moorage at Rivers Edge Marina in Post Falls, providing slip rentals for boats and jet skis
5. Financing Services: Boat loan calculator and financing assistance for boat purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Tobler Marina is a family-founded (1948) boat dealership and full-service marina that sells new and pre-owned boats from 14+ premium brands (Nautique, Malibu, Mastercraft, Chaparral, Bennington, Duckworth, Cobalt, Centurion, Supra, Tige, Scout, Sea Ray, Stingray, Sweetwater, and Flite eFoils). Beyond sales, it provides marine services including seasonal winterization/summerization, boat storage, moorage via partner Rivers Edge Marina, fiberglass and gelcoat repair, detailing, canvas and upholstery work, valet service, parts, financing assistance, and boat consignment across three Inland Northwest locations.

Product overview

Tobler Marina is a full-service boat dealer and marina offering boat sales, marine services, and moorage across North Idaho. The core product is boat sales spanning new and pre-owned vessels from 14+ brands (Nautique, Malibu, Mastercraft, Chaparral, Bennington, Duckworth, Cobalt, and others), complemented by comprehensive marine services including seasonal maintenance (winterization/summerization), storage, moorage (via partner Rivers Edge Marina), repair (fiberglass, gelcoat, canvas, upholstery), detailing, and parts. Supporting services include financing, consignment, boat value assessment, interactive buying quizzes, and a boat loan calculator. The company also operates a Learning Center (educational content), hosts events and demo days, and sells eFoil products (Flite, Lift brands) as an adjacent category. The Pro Shop (208 Wake Shop) operates as a separate branded retail entity. The overall offering is a multi-location, full-service marina model rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• 208 Wake Shop: Pro shop offering gear and watersports equipment, operated in connection with Tobler Marina.

Products and services

• Boat Sales (New and Pre-Owned) Sale of new boats (Nautique, Malibu, Mastercraft, Chaparral, Bennington, Duckworth, Cobalt, Centurion, Tige, Supra, Scout, Sea Ray, Stingray, Sweetwater) and pre-owned/consignment boats. Targeted at recreational boaters in the Inland Northwest.
• Moorage Services at Rivers Edge Marina Seasonal and transient slip rentals (20-35 ft slips plus jet ski spaces) at partner Rivers Edge Marina in Post Falls, ID, with amenities including fuel dock, shore power, and 24/7 access. Target customers are boat and jet ski owners seeking Spokane River and Lake Coeur d'Alene access.
• Marine Repair and Service Full-service marine repair including fiberglass and gelcoat repair, detail services, canvas and upholstery work, valet services, and parts sales. For boat owners needing maintenance and cosmetic/restorations work in the Inland Northwest.
• Boat Storage Seasonal and short-term boat storage at company facilities. Targeted at Inland Northwest boat owners needing off-season or temporary storage.
• Seasonal Services (Winterization and Summerization) Winterization and summerization services preparing boats for off-season storage and the active boating season, including fluid changes, system checks, and protective measures. For Inland Northwest boat owners.
• Boat Financing Assistance Boat financing options and loan calculator to help buyers estimate monthly payments and explore financing solutions for new and pre-owned boat purchases. For prospective boat buyers.
• Boat Consignment Services Boat consignment services allowing sellers to list boats through Tobler Marina's sales channels with professional sales support. For boat owners looking to sell without managing the sale themselves.
• eFoil Products (Flite and Lift) Electric foil boards and related products from Flite (Flite Air, Flite Air Pro, Flite Scooter) and Lift brands, available for purchase and demo experiences. Price range approximately $9,000–$13,795. Targeted at recreational boaters seeking electric hydrofoil experiences.
• 208 Wake Shop (Pro Shop Retail) Retail pro shop offering boating gear, watersports equipment, and programs for North Idaho boaters, operated as a separate branded entity from Tobler Marina.

Quantifiable outcome

• Trusted by Idaho boaters for 75+ years
• +2 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

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Rivers Edge MarinacoreStrategic or Co-development PartnerRivers Edge Marina in Post Falls is Tobler Marina's partner facility for moorage services. Located along the Spokane River, it offers seasonal and transient moorage with slips from 20-35 feet plus jet ski spaces. Provides boaters with quiet moorage access while remaining minutes from Lake Coeur d'Alene's main attractions.
• Hill's ResortcoreGTM or Marketing PartnerHill's Resort at Priest Lake hosts Tobler Marina's annual boat and eFoil demo expo events. Tobler Marina brings 2026 boat models for on-water demonstrations and Flite eFoil experiences. Event takes place over 4 days (July 9-12, 2026) with VIP appointments and walk-up demos available.
• Black Rock MarinaminorGTM or Marketing PartnerBlack Rock Marina in Coeur d'Alene hosts Black Rock Boat Expo events where Tobler Marina displays boats and conducts demos. Event scheduled May 22-24, 2026.
• Dover Bay Resort & MarinaminorGTM or Marketing PartnerDover Bay Resort & Marina on Pend Oreille Lake hosts Tobler Marina's Women's Learn to Surf event and eFoil demos scheduled for July 24, 2026.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Brunswick Corporation: Brunswick Corporation is a global marine leader that owns or has owned multiple brands Tobler Marina carries (Sea Ray, Mercury). It is a broad incumbent peer because it controls manufacturing, distribution, and integrated dealer programs that shape dealer economics across the industry.
• Bass Pro Shops: Bass Pro Shops / Cabela's is the largest U.S. outdoor and marine recreation retailer offering boats, marine gear, and fishing supplies. It is comparable as a broad-line outdoor/marine retailer overlapping with Tobler Marina's recreational boating and pro-shop customer base.
• West Marine: West Marine is the largest U.S. specialty retailer of boating supplies, parts, and accessories with hundreds of stores. It is comparable to Tobler Marina's parts/accessories and pro-shop offering but does not sell new boats or operate full-service marinas at scale.

Direct peers

• MarineMax: MarineMax is the largest recreational boat dealer in the United States, operating a multi-brand, full-service retail and brokerage model across premium powerboat brands. It is the closest scaled analog to Tobler Marina's dealership-plus-service-plus-moorage concept, even though MarineMax operates nationally.
• Seattle Boat Company: Seattle Boat Company is Tobler Marina's parent organization, operating a network of marine dealerships, boat clubs, and pro shops across the Pacific Northwest. It is directly comparable as a multi-brand boat dealer and parent platform, providing both operating peer and capital-allocation context.
• FunShare Boat Club: FunShare Boat Club is a sister brand under Seattle Boat Company offering membership-based boat access instead of ownership. It is directly comparable because it targets the same recreational boater customer base in the Pacific Northwest with a complementary go-to-market model.
• Chelan Bay Marina: Chelan Bay Marina is a sister dealership within the Seattle Boat Company network operating on Lake Chelan in Washington. It is directly comparable as a multi-brand boat dealer with service, moorage, and storage offerings in the same Inland Northwest geography.

Others

• MasterCraft Boat Company: MasterCraft Boat Company is a leading U.S. manufacturer of premium wake, surf, and ski boats sold through a network of authorized dealers including Tobler Marina. It is comparable as a brand-and-channel peer whose dealer economics and product roadmap directly shape Tobler Marina's premium wake-boat revenue stream.
• Boat Trader: Boat Trader is the largest online boat marketplace in the U.S., connecting buyers and sellers of new and pre-owned vessels. It is an adjacent peer because it competes for the same pre-owned and new-boat buyer demand that Tobler Marina captures locally.

Regional players

• Hagadone Marine: Hagadone Marine operates full-service marinas, boat sales, and storage in the Coeur d'Alene / North Idaho region, directly competing for the same customers and waterways as Tobler Marina. It is a direct regional peer in overlapping market and product offerings.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tobler-marina

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Tobler Marina