What Captains Choice Marine, Inc. does

Captains Choice Marine, Inc. is a privately held, full-service marine dealership founded in 1983 and headquartered in Leesville, South Carolina. The company operates three retail locations: its original Leesville site on Lake Murray, a North Shore dealership in Irmo serving the Columbia metro, and a Cape Coral, Florida location serving the Southwest Florida market. Its core business is the retail sale of new and pre-owned boats across multiple premium brands, including Bennington, Barletta, and Evotti pontoons; Malibu, Axis, Chaparral, Regal, and Cobalt sport and wake boats; Yamaha jet boats; and Robalo fishing boats, with price points ranging from approximately $20,000 for used entry-level vessels to over $320,000 for premium models.

The company complements its boat sales operation with factory-certified service for Yamaha, Mercury, and Volvo Penta engines, a multi-million-dollar parts inventory powered by PartsVu, a WakeShop pro shop for watersports gear, outboard motor sales and repower services (including Mercury Avator electric), boat financing arrangements, marine insurance referrals, and extended service contracts. Digital infrastructure includes Impel-powered 360-degree spin viewers on online inventory listings and Microsoft Clarity analytics for user behavior tracking. The company recently added Flamingo Pontoon Boats to its portfolio and earned Marine Industry CSI recognition for Malibu and Axis Boats at the 2026 Miami International Boat Show.

The business model is primarily one-time transactional revenue from boat sales, augmented by recurring service, parts, accessories, and referral revenue across the customer ownership lifecycle. Customers are retail consumers across five primary segments: families and recreational boaters, watersports enthusiasts, anglers, first-time buyers, and luxury/performance buyers. Go-to-market is direct-to-consumer through physical dealership locations with a content marketing and SEO-driven top-of-funnel, supported by community events and email outreach. AI usage is limited to disclosed generative-AI-assisted product descriptions on the website.

Name

Captains Choice Marine, Inc.

Legal name

Captains Choice Marine, Inc.

Website

https://ccmarine.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Leesville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Boat Sales: Retail sales of new boats from premium brands including Bennington pontoons, Chaparral bowriders, Malibu/Axis wake boats, Yamaha jet boats, and Robalo fishing boats. Revenue generated from single transactions with typical price points from $40,000 to over $300,000 per vessel.
2. Pre-Owned Boat Sales: Resale of quality pre-owned boats and trade-ins, offering more accessible price points for budget-conscious buyers.
3. Marine Service and Repair: Factory-certified technicians provide maintenance, repairs, and service for Yamaha, Mercury, Volvo Penta engines and other marine systems. Revenue generated through hourly labor and parts markup.
4. Parts and Accessories: Multi-million-dollar inventory of parts, accessories, water toys, and gear. Revenue from retail sales of marine parts and accessories through parts department and WakeShop pro shop.
5. Outboard Motor Sales and Installation: Sales and installation of Yamaha and Mercury outboard motors with repower services. Revenue from motor sales plus installation labor.
6. Financing Services: Arrangement of boat financing through lending partnerships, generating revenue through dealer kickbacks and interest spread on financed purchases.
7. Extended Service Contracts and Marine Insurance: Referral revenue from extended warranty and marine insurance products offered through dealership.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Captain's Choice Marine is a full-service boat dealership that sells new and pre-owned boats from premium brands (Bennington, Barletta, Evotti, Axis, Malibu, Chaparral, Regal, Cobalt, Yamaha, Robalo, and Flamingo pontoons), supported by factory-certified marine service and repairs, a multi-million-dollar parts and accessories department, a WakeShop pro shop for watersports gear, outboard motor sales and repower, and facilitation of boat financing, marine insurance, and extended service contracts. All sales are completed in person at three retail dealership locations across South Carolina and Florida.

Product overview

Captains Choice Marine is a premier boat dealership offering a curated selection of pontoons, center consoles, wake boats, and sport boats from major brands. The product portfolio centers on new and pre-owned boats across multiple categories including Bennington, Barletta, and Evotti luxury pontoons; Axis and Malibu wake/ski boats; Chaparral, Regal, Cobalt, and Yamaha sport boats; and Robalo fishing vessels. The company recently added revolutionary Flamingo pontoon boats featuring patent-pending innovations. Complementary services include marine service/repairs (factory-certified for Yamaha, Mercury, Volvo Penta), a full-service parts department powered by PartsVu, WakeShop pro shop, outboard motor sales/repower (Yamaha and Mercury), financing, insurance, and extended service contracts. The dealership also provides a 360-degree virtual boat viewer for online browsing.

Differentiator

Problem solved

Functional benefit

Brands

• WakeShop: WakeShop at Captain's Choice Marine - offering wakeboarding, watersports gear and accessories

Products and services

• New Boat Sales Retail sales of new boats from a curated portfolio of premium brands including Bennington, Barletta, and Evotti luxury pontoons; Axis and Malibu wake and ski boats; Chaparral, Regal, Cobalt, and Yamaha sport boats; Robalo fishing boats; and the newly added Flamingo pontoon line. Price points range from approximately $33,903 to over $320,000. Targeted at individual recreational boaters, families, watersports enthusiasts, anglers, and luxury buyers in the Southeast U.S.
• Pre-Owned Boat Sales Resale of quality pre-owned boats and customer trade-ins, offering more accessible price points (typically $20,000 to $60,000) for budget-conscious buyers and first-time boat purchasers. Inventory includes approximately 986 pre-owned boats across all dealership locations.
• Marine Service and Repairs Factory-certified service center providing maintenance, repairs, and professional technician support certified for Yamaha, Mercury, Volvo Penta, and other major marine engine brands. Quote-based pricing tied to hourly labor rates and parts costs, available to boat owners across the dealership's service area.
• Parts and Accessories Department Multi-million-dollar inventory of marine parts, accessories, water toys, and gear, with a multi-brand parts catalog powered by PartsVu. Supports retail parts sales for boat owners across the dealership's service area.
• WakeShop Pro Shop Curated selection of wakeboarding and watersports gear including boards, ropes, vests, surf gear, and accessories. Operates as a sub-brand of Captain's Choice Marine to serve active watersports participants.
• Yamaha Outboard Motor Sales and Repower Sales, installation, and repower services for the full Yamaha outboard motor lineup including XTO Offshore, V6 V MAX SHO, Inline 4 Four Strokes, Midrange, and High Thrust models. Targeted at boat owners seeking new propulsion or repower solutions.
• Mercury Outboard Motor Sales and Repower Certified sales and installation of the complete Mercury outboard motor lineup including FourStroke, Avator electric, SeaPro commercial, and Jet models. Targeted at boat owners seeking Mercury propulsion.
• Boat Financing Services Arrangement of boat financing through lending partnerships with monthly payment options ranging from approximately $228 to $1,105+ depending on loan terms and vehicle price. Revenue generated through dealer kickbacks and interest spread on financed purchases.
• Marine Insurance Referral-based boat insurance services providing protection for vessel owners, generating revenue through affiliate referral commissions from marine insurance product partners.
• Extended Service Contracts Extended warranty and service protection plans providing ongoing coverage for boats beyond manufacturer warranties. Referral revenue generated through dealership partnerships with extended warranty providers.
• Boat Trade-In and Sell Program Boat trade-in and consignment services allowing customers to upgrade to new vessels with fair appraisals applied toward new boat purchases.

Quantifiable outcome

• Factory-certified technicians trained for Yamaha, Mercury, Volvo Penta engines
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

One partnership is on record.

• Flamingo Pontoon BoatsnewChannel Partner/ Reseller/ DistributorAnnouncement that Captain's Choice Marine will begin carrying Flamingo pontoon boats - a next-generation brand with patent-pending innovations including GeminiTable, ServingShields, MegaLounge, Wings, and FlexStorage. Production begins early 2026 with delivery expected spring/summer 2026. Boats designed in Germantown, Wisconsin.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sundance Marine: Sundance Marine is a multi-location full-service boat dealership in Florida and Arizona representing premium brands including Cobalt, Chaparral, and Yamaha. It is directly comparable as a regional, multi-brand, full-service marine dealer offering sales, service, parts, and financing for sport boats, wake boats, and pontoons.
• Buckeye Marine Sales: Buckeye Marine Sales is a multi-brand boat dealer in Ohio representing Chaparral, Bennington, and other brands with full service operations. Comparable as a regional multi-brand dealer carrying key overlapping brand authorizations (Bennington, Chaparral) and similar retail/service/parts/financing offerings.
• Russo Marine: Russo Marine is a regional boat dealer representing Chaparral, Robalo, and other brands, with multiple locations in the Northeast. Comparable as a regional full-service dealership carrying many of the same brand authorizations (Chaparral, Robalo) and offering similar service and parts operations.
• Galati Yacht Sales: Galati Yacht Sales is a long-standing multi-brand boat dealership on the Gulf Coast representing premium sport fishing, yacht, and cruising brands. Comparable as a full-service, multi-location dealer with similar brand portfolios, service operations, and financing arrangements.
• Herb's Boat Sales: Herb's Boat Sales is a multi-brand boat dealership in the Southeast U.S. representing brands including Chaparral, Robalo, and Yamaha. Comparable as a direct competitor carrying overlapping brand authorizations, with full sales/service/parts/financing offerings in similar geographies.
• Central Marine & Sports: Central Marine & Sports is a regional multi-brand boat dealership in the Midwest selling Bennington, Yamaha, and other brands with service and parts operations. Comparable as a multi-brand dealership carrying overlapping brand authorizations (Bennington, Yamaha) and similar full-service offerings.

Emerging players

• Boat Trader: Boat Trader is the largest online boat marketplace in North America for new and used listings. It is relevant as a competing channel that can divert organic demand from Captain's Choice's local in-person dealership model, particularly for pre-owned boats.
• MasterCraft Boat Holdings: MasterCraft is a leading manufacturer of premium wake/ski boats that competes indirectly with Malibu/Axis brands Captain's Choice carries. Relevant as an upstream brand competitor and potential future dealership partner whose product line intersects Captain's Choice's watersports segment.

Broad incumbents

• MarineMax: MarineMax is the largest recreational boat and yacht retailer in the United States with national superstore locations. It is comparable as a multi-brand, full-service boat dealership offering new and pre-owned sales, financing, service, parts, and marine products, but operates at vastly greater scale and geographic reach than Captain's Choice.

Others

• Progressive Insurance Marine: Progressive is a major underwriter of boat/marine insurance in the U.S. Captain's Choice offers marine insurance via referral, making Progressive a relevant channel partner/competitor in that adjacent service line and an industry reference point for marine insurance economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

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 Captains Choice Marine, Inc.