Irwin Marine

What Irwin Marine does

Irwin Marine is a family-owned, multi-brand boat dealership and full-service marine retailer founded in 1919 and headquartered in Laconia, New Hampshire, with two additional locations in Alton Bay and Hudson. The company sells new and pre-owned boats, trailers, outboard engines, marine accessories, and snowmobiles across an OEM portfolio that includes Sea Ray, Yamaha, Sea Doo, Starcraft, Barletta, Smoker Craft, Old Town, Navan, Mercury/Mercruiser, Ski Doo, and trailer brands E-Z Loader, Karavan, Trailmaster, and Yacht Club. Its core operations are physical retail and service rather than technology-based; underlying capabilities are traditional dealership functions including a comprehensive service department (Laconia) with fiberglass repair, canvas shop, generator service, computer diagnostics, and stern drive/inboard service, plus a well-stocked Ship Store for parts and accessories.

The business operates seven distinct revenue streams: new boat sales, pre-owned sales (including consignment and trade-ins), service and parts, financing (via Irwin Finance referral), boat rentals (pontoons and bowriders on Lake Winnipesaukee), marina slip rentals (Alton Bay and Spinnaker Cove Yacht Club in Paugus Bay), and trailers/accessories. Pricing is transaction-based (MSRP for new units, condition-based for pre-owned, unit pricing $1,200–$5,600 for trailers) with financing and trade-in support; revenue is not publicly disclosed. Go-to-market is direct-to-consumer through three physical dealerships plus an e-commerce-enabled website (irwinmarine.com), supported by email marketing, boat shows/events (e.g., Sea Ray Surf Demo Day), customer testimonials, and Google reviews. The target customer base is individual recreational boat buyers, water-sports enthusiasts, fishing users, and seasonal recreational buyers in the Lake Winnipesaukee region of New Hampshire; the company has no enterprise or B2B customers and no published customer count or revenue figures.

Name

Irwin Marine

Legal name

Irwin Marine

Website

https://irwinmarine.com

Company type

Private

Founded year

1919

Operating status

Operating

Short description

Irwin Marine is a family-owned, multi-brand boat dealership founded in 1919 in Laconia, New Hampshire, with three retail locations serving the Lake Winnipesaukee region. It sells new and pre-owned boats, trailers, outboards, and snowmobiles, and provides service, parts, rentals, marina slips, and financing to individual recreational boating customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Laconia

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Boat Sales: Revenue from selling new boats from multiple brands including Sea Ray, Yamaha, Starcraft, Barletta, and others
2. Pre-Owned Boat Sales: Revenue from selling used boats including trade-ins and consignment sales
3. Service and Parts: Revenue from boat maintenance, repair services, and parts sales at their Laconia location
4. Financing Services: Boat financing services offered to customers to facilitate purchases
5. Boat Rentals: Boat rental services offering pontoons and bowriders for rent on Lake Winnipesaukee
6. Boat Slips: Rental of boat slips at their marina locations on Lake Winnipesaukee
7. Trailers and Accessories: Sales of boat trailers, PWC trailers, outboard engines, and marine accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Irwin Marine is a multi-brand boat dealership selling new and pre-owned boats from manufacturers including Sea Ray, Yamaha, Starcraft, Barletta, Sea Doo, Old Town, Smoker Craft, and Navan. The company provides boat repair and maintenance services, parts and accessories through its Ship Store, boat financing, boat slip rentals on Lake Winnipesaukee, and boat rentals featuring pontoons and bowriders.

Product overview

Irwin Marine is a boat dealership operating since 1919 with locations in Laconia, Alton Bay, and Hudson, NH. The company operates a multi-product, multi-brand distribution model centered on selling new and pre-owned boats across several categories: fiberglass sport boats and cruisers (Sea Ray, Starcraft, Yamaha), pontoon boats (Barletta, Starcraft), personal watercraft (Sea Doo, Yamaha Waverunner), fishing boats (Smoker Craft, Old Town), jet boats (Yamaha), canoes and kayaks (Old Town), and snowmobiles (Ski Doo). The business also distributes complementary product lines including outboard motors and trailers from brands such as Mercury, E-Z Loader, Karavan, Trailmaster, and Yacht Club. Beyond retail distribution, Irwin Marine provides integrated services encompassing boat repair and maintenance, parts and accessories retail (Ship Store), boat financing, boat slip rentals, and boat rentals. The portfolio represents a full-service marine dealership model where the various boat brands and trailer/accessory lines serve as distinct product categories, while services act as value-add offerings that support the entire product ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• New Boat Sales

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

13 partnerships are on record, tiered core and standard.

• Mercury/MercruisercoreChannel Partner/ Reseller/ DistributorIrwin Marine is an authorized Mercury/Mercruiser dealer, offering Mercury engines and parts as well as service for Mercury products. They are described as the area's best stocked Mercury/Mercruiser dealer.
• E-z LoadercoreChannel Partner/ Reseller/ DistributorE-z Loader is a trailer brand carried by Irwin Marine for boat and PWC trailers.
• Yacht ClubstandardChannel Partner/ Reseller/ DistributorYacht Club is a trailer brand for PWC trailers carried by Irwin Marine.
• Sea RaycoreChannel Partner/ Reseller/ DistributorSea Ray is a flagship boat brand sold by Irwin Marine, with extensive inventory of new and pre-owned Sea Ray boats.
• YamahacoreChannel Partner/ Reseller/ DistributorYamaha boats, waverunners, and outboard motors are sold and serviced by Irwin Marine.
• StarcraftcoreChannel Partner/ Reseller/ DistributorStarcraft pontoon boats and fiberglass boats are a key brand in Irwin Marine's portfolio.
• BarlettacoreChannel Partner/ Reseller/ DistributorBarletta pontoon boats are a premium brand offered by Irwin Marine.
• NavanstandardChannel Partner/ Reseller/ DistributorNavan is a boat brand for jet boats carried by Irwin Marine.
• Old TownstandardChannel Partner/ Reseller/ DistributorOld Town kayaks and canoes are sold by Irwin Marine.
• Sea DoocoreChannel Partner/ Reseller/ DistributorSea Doo personal watercraft are sold and serviced by Irwin Marine.
• Ski DoostandardChannel Partner/ Reseller/ DistributorSki Doo snowmobiles are sold by Irwin Marine for winter recreation.
• Smoker CraftstandardChannel Partner/ Reseller/ DistributorSmoker Craft fishing boats and pontoon boats are sold by Irwin Marine.
• TrailmasterstandardChannel Partner/ Reseller/ DistributorTrailmaster boat trailers are sold by Irwin Marine.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• West Marine: National marine retailer carrying parts, accessories, and some boats via its store and e-commerce network. Comparable as a marine omni-channel retailer serving recreational boaters, though more parts/accessory weighted than Irwin's unit-sales mix.
• MarineMax: Largest recreational boat dealer in the United States, operating multi-brand retail locations, marinas, and brokerage. Directly comparable as a multi-brand, multi-location boat retailer with service and F&I capabilities.
• OneWater Marine: Public boat dealer with a multi-brand, multi-location retail and service model across the U.S. Southeast and beyond. Closely comparable in brand-mix breadth, service attach, and used-boat/finance offerings.

Broad incumbents

• Suntex Marina Group: Large multi-state owner and operator of recreational marinas with slip rentals and related services. Comparable for the marina/slip rental component of Irwin's business.
• Bass Pro Shops / Cabela's: Outdoor recreation retailer that sells boats, motors, and marine accessories alongside broader hunting/fishing merchandise. Comparable as a multi-channel retailer addressing the same recreational customer base across outdoor and marine categories.
• Safe Harbor Marinas: Largest recreational marina operator in the U.S., operating hundreds of slips and related services. Comparable as a marina and boat-slip operator, though at vastly greater scale and without Irwin's retail boat dealership core.

Others

• Brunswick Corporation: Major recreational marine manufacturer (Sea Ray, Boston Whaler, Mercury Marine among others). Comparable not as a competitor retailer but as the OEM supplier of multiple brands Irwin Marine sells and services.
• Malibu Boats: Recreational boat manufacturer focused on watersports/surf boats. Comparable as an OEM whose products flow through independent dealer networks like Irwin Marine's.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/irwin-marine

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 Irwin Marine