Brunswick Corporation, the name behind many of recreational boating's biggest brands including Boston Whaler, Sea Ray, and Mercury Marine, has announced the acquisition of e-foil company Fliteboard.
Fliteboard is one of the world's most popular and well-known e-foil brands, which combines electric propulsion and hydrofoils with surfboards. E-foiling has become one of the fastest growing on-water recreational activities around the world.
The company was founded in Australia and has offices in Byron Bay, as well as Melbourne, Amsterdam, San Fransico, and New York.
The move will allow Brunswick to enter a new and emerging market segment. The electric-foiling surfboard market combines manufacturing, commercial, and recreational opportunities for Brunswick and its portfolio.
Fliteboard will be positioned as a business within Mercury Marine and Brunswick's 'Propulsion' division.
“Fliteboard's exceptional brand appeal and its advanced eFoiling technology align with our ACES strategy, and we are excited to bring the Fliteboard team into the Brunswick family” said Dave Foulkes, Brunswick Corporation CEO in a company statement. “Fliteboard will allow us to engage with a new wave of customers who will also have the ability to enjoy the entire portfolio of Brunswick products and services over time.”
“We have long respected Brunswick’s leadership position in the recreational marine market, and this announcement enables us to further enhance Fliteboard’s products and customer experience,” said David Trewern, founder, and CEO of Fliteboard. “This union of substantial resources including the growth opportunities within Brunswick with Fliteboard's ground-breaking ethos and designs will allow us to amplify our reach to new markets around the world.”
Fliteboard, established in 2016, has customers in more than 90 countries from the Mediterranean to the Caribbean, lakes and rivers of the U.S. and Europe, the beaches of Australia, and the waterways of Dubai. Fliteboard has won more than a dozen awards including a Red Dot Best of the Best Award for product design and Good Design Gold Award, among others.
“Fliteboard’s dedication to inspire and enable the world to ‘Take Flite’ is a perfect fit for our Next Never Rests mentality,” said Foulkes. “We have an opportunity to scale manufacturing and distribution and, over time, begin aligning sub-systems with our Avator electric outboard product line as we attract a new generation to electric mobility on the water.”
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