What totalboat does

TotalBoat is a privately held US direct-to-consumer e-commerce company, founded in 2012 and headquartered in Bristol, Rhode Island, that manufactures and sells marine-grade chemical products for boat building, repair, and maintenance. Its catalog spans epoxy resins (TableTop, Clear High Performance, Traditional 5:1 Marine, Fathom Deep Pour, TotalFair fairing compound, Penetrating Epoxy Sealer), marine paints and primers (Wet Edge Topside, Spartan Antifouling, TotalTread Non-Skid, Premium Topside Primer), varnishes and wood finishes (Gleam, Lust, Halcyon water-based, wood oils), cleaning and polishing compounds, polyurethane flotation foam, polyester and urethane resins, adhesives, fiberglass supplies, thinners and solvents, and a branded apparel sub-brand (TotalBoat Gear). Products are sold exclusively through the company's own Shopify-based website with free shipping on all orders, at unit price points ranging from $16.99 to $569.99.

The business is bootstrapped and founder-led (Mike Mills, Founder & CEO), with no disclosed venture or private equity funding. Go-to-market is content-led: a blog, customer spotlight stories, a YouTube renovation series ('Ship Happens'), and active social channels (Facebook, Instagram, TikTok) drive organic awareness. Utility calculators for epoxy, fiberglass, bottom paint, topside paint, and varnish support purchase decisions. The company serves two persona segments — DIY boat owners and hobbyists (primary) and marine professionals/boat builders (secondary) — across the United States only, with no international footprint or third-party distribution channels. Revenue is transactional (one-time purchases) with implicit repeat-purchase behavior but no subscription layer.

Name

totalboat

Legal name

TotalBoat

Website

https://totalboat.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

TotalBoat is a privately held US direct-to-consumer e-commerce company that manufactures and sells marine-grade epoxy resins, paints, varnishes, and finishing products to DIY boat owners and marine professionals, distributed exclusively through its own website with free shipping.

Ownership category

akta.pro rank

Product category

Marine Coatings & Boat Building Supplies

NAICS

Boat Building (336612), Boat Dealers (441222)

SIC

Plastic Materials, Synth Resins & Nonvulcan Elastomers (2821), Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industry

Yacht Tenders & Auxiliary Leisure Craft Manufacturing (IMAJAEAO)

Keywords

• Marine epoxy resins
• Boat building supplies
• Marine paint coatings
• Spar varnish finishes
• Fiberglass repair materials

Headquarters

HQ city

Bristol

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: TotalBoat generates revenue through the direct sale of marine-grade chemical products including epoxy resins, marine paints, varnishes, adhesives, fiberglass materials, and finishing compounds. Products are sold as one-time purchases at various price points, with free shipping offered on all orders. Revenue is transactional and non-recurring per order, though customers may make repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

TotalBoat develops, manufactures, and sells marine-grade chemical products — including epoxy resins, marine paints, antifouling coatings, spar varnishes, fiberglass materials, adhesives, and finishing compounds — directly to boat owners, professional boat builders, woodworkers, and DIY makers through its own e-commerce website. The product range covers the full boat building, repair, and maintenance workflow from structural bonding and fiberglass work to surface finishing and polishing.

Product overview

TotalBoat is a direct-to-consumer e-commerce company offering a comprehensive portfolio of marine-grade products for boat owners, builders, and DIY makers. The product portfolio spans multiple categories: epoxy resins (TableTop Epoxy, Clear High Performance Epoxy, Traditional 5:1 Marine Epoxy, Fathom Deep Pour, TotalFair Fairing Compound, Penetrating Epoxy Sealer), marine paints (Wet Edge Topside Paint, Premium Marine Topside Primer, Spartan Antifouling Paint, TotalTread Non-Skid Deck Paint), wood finishes (Gleam Marine Spar Varnish, Lust Rapid Recoat Varnish, Halcyon Water-Based Varnish, Wood Oils), cleaning and polishing (TotalBuff Rubbing Compound, TotalShine Finishing Compound, White Knight Stain Remover), polyurethane flotation foam, fiberglass materials, and branded apparel. The company also provides utility calculators (epoxy, fiberglass resin, bottom paint, topside paint, varnish) as support tools. TotalBoat positions itself as offering professional-grade marine products at competitive prices for both DIY-ers and professional boat builders.

Differentiator

Problem solved

Functional benefit

Products and services

• TableTop Epoxy Resin Kits Crystal clear epoxy resin for shallow castings and surface coatings, compatible with pigments, inks, and tints; targeted at DIY makers, epoxy artists, and small-scale projects. Sold in kit sizes priced $34.99–$189.99.
• Clear High Performance Epoxy Kits Two-part 2:1 mixing ratio epoxy kit with ideal viscosity for fiberglass work, bonding, and laminating; targeted at boat builders and DIY makers. Priced $40.99–$354.99.
• Traditional 5:1 Marine Epoxy Resin Kits Marine-grade epoxy with high structural strength for bonding, laminating, fairing, and filleting; includes a fast hardener option. Targeted at marine construction and professional boat builders. Priced $68.99–$569.99.
• Fathom Deep Pour Epoxy Deep pour epoxy resin that pours up to 3 inches thick for resin art creation; crystal clear, UV-resistant formula compatible with pigments, tints, and inks. Targeted at epoxy artists and DIY makers.
• TotalFair Epoxy Fairing Compound Epoxy fairing compound used in boat builds and fiberglass repairs to create smooth hull surfaces. Targeted at boat builders and DIY repairers. Priced $45.99–$124.99.
• Penetrating Epoxy Sealer Penetrating epoxy sealer for wood and structural applications, used to stabilize and seal wood prior to coating. Priced $40.99–$349.99.
• Wet Edge Topside Paint Durable high-gloss marine topside paint available in 22 colors for professional finishes above the waterline. Priced $53.99–$134.99.
• Premium Marine Topside Primer Marine paint primer that improves adhesion for topside paint applications on boat hulls and surfaces. Priced $46.99–$119.99.
• Spartan Multi-Season Antifouling Paint Multi-season antifouling bottom paint designed for boat hulls to prevent marine growth during extended periods in the water. Priced $104.99–$229.99.
• TotalTread Non-Skid Marine Deck Paint Marine-grade non-skid deck paint formulated for safety and comfort on boat deck surfaces. Priced $51.99–$129.99.
• Gleam Marine Spar Varnish Polyurethane spar varnish with maximum UV protection and water resistance for wooden boat brightwork. Priced $30.99–$129.99.
• Lust Rapid Recoat Marine Spar Varnish Marine spar varnish with rapid recoat properties for faster refinishing, trusted by DIY boaters and professional woodworkers. Priced $32.99–$139.99.
• Halcyon Water-Based Marine Varnish Water-based marine varnish with a fast-drying formula and lower odor than solvent varnishes. Priced $23.99–$137.99.
• TotalBuff Rubbing Compound Boat buffing and gelcoat rubbing compound used for surface restoration and polishing. Priced at $40.99.
• TotalShine Finishing Compound Marine finishing compound for final polishing and surface preparation prior to coating. Priced at $27.99.
• White Knight Fiberglass Stain Remover Fiberglass stain remover formulated for cleaning boat hulls and removing common stains from fiberglass surfaces. Priced at $16.99.
• 2-Part Polyurethane Marine Flotation Foam Professional-grade 2-part polyurethane flotation foam used in boat flotation chambers and buoyancy repairs. Available in 2lb density, 2-gallon kit. Priced $52.99–$114.99.
• Polyester Resin Polyester resin products used for marine fiberglass repairs and lamination applications.
• Urethane Resins Urethane resin products formulated for marine applications.
• Marine Adhesives Marine-grade adhesives for bonding various boat building and repair materials.
• Fiberglass Materials Fiberglass cloth, mat, and supplies for marine repairs and construction.
• Thinners & Solvents Thinners and solvents used to thin marine paints and clean application tools.
• Wood Oils & Finishes Wood oils and finishing products for marine woodwork protection and finishing.
• Cleaning & Polishing Products Boat cleaning and polishing products for hull and surface maintenance.
• TotalBoat Branded Apparel Branded TotalBoat apparel and accessories including hats, shirts, and fleece items such as the Adult Retro Fleece Crewneck ($44.99) and Vintage-Style T-Shirt ($29.99).

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Jamestown Distributors: Jamestown Distributors is a DTC e-commerce retailer specializing in marine-grade epoxies, paints, varnishes, fiberglass, and boat-building supplies — a near-direct overlap with TotalBoat's product mix, customer base, and direct-to-consumer go-to-market model.
• System Three Resins: System Three manufactures specialty epoxy resins used in marine construction, woodworking, and composite fabrication — competing directly with TotalBoat's epoxy resin lineup including high-performance and clear-coat formulations.
• Interlux (Akzo Nobel): Interlux is a leading marine coatings brand owned by Akzo Nobel, offering antifouling paint, topside paint, varnish, and epoxy products for boat builders and owners — directly overlapping TotalBoat's product portfolio and target customer.
• Pettit Marine Paint: Pettit is a long-established US marine coatings manufacturer producing antifouling paints, topside finishes, varnishes, and epoxy products serving the same DIY boat owner and professional boat builder segments as TotalBoat.
• Star brite: Star brite manufactures and sells marine cleaning, polishing, and maintenance products (including waxes, fiberglass restorers, and teak oils) — overlapping with TotalBoat's cleaning/polishing and wood-finishing categories.
• BoatLIFE: BoatLIFE produces marine-grade adhesives, sealants, teak products, and fiberglass repair materials — directly comparable to TotalBoat's adhesives, sealers, and repair product lines.

Emerging players

• Entropy Resins (Cardolite): Entropy Resins produces bio-based epoxy resins for marine composites, woodworking, and surfboard construction — a partial overlap with TotalBoat's marine epoxy line, with a particular focus on sustainable formulations.

Broad incumbents

• TotalBoat competitor: Awlgrip (Akzo Nobel): Awlgrip is a premium professional-grade marine topcoat system from Akzo Nobel used by yacht builders and refit yards — overlapping with TotalBoat's Wet Edge topside paint in use case, though positioned for higher-end professional applications.
• West Marine: West Marine is the largest US marine supplies retailer, offering a broad catalog including antifouling paint, varnish, epoxy, and cleaning products, plus its own private-label brands that compete head-to-head with TotalBoat's offerings.
• Defender Marine: Defender is a large US marine retailer selling marine coatings, epoxy, hardware, and accessories to both DIY and professional marine customers — overlapping significantly with TotalBoat's catalog and customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCbTMPp5eIyEt2pFJcMLrUDA
• Facebookfacebook.com/TotalBoat
• Instagraminstagram.com/totalboat
• TikToktiktok.com/@totalboat

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 totalboat