Newcomer Alera Marine Group Sets Course with Bold Industry Debut

Alera Marine Group is jumping into the game with its very first pontoon model.

The Elkhart, Indiana company has officially opened its doors and is looking to disrupt the pontoon market with bold design, performance-driven engineering, and a distinctive brand identity.

Alera was founded by industry veteran Coley Brady, now serving as the company CEO, alongside General Manager Jordan Kistler and Vice President of Marketing Joe Mehl. The leadership group brings more than 200 years of experience to the marine industry. The upstart brand is already working with a team of more than 40 designers, engineers, and builders.

“There’s a clear opportunity to bring something fresh and exciting to this space without cutting corners on what matters most,” says Brady.

“We’re focused on doing the right thing for our dealers, our vendors, our customers, and the people who walk through our doors every day.”

The company’s first design, the Model M, has already attracted interest through private dealer events and test rides.

“We launched the Model M last week — our flagship that blends luxury, performance, comfort, and modern style" Kistler told BoatBlurb.

"Our full lineup will be on the water by 2027, with the Model A and Model G debuting at our Open House alongside the opening of our state-of-the-art marine campus in Elkhart, Indiana — featuring a dealer and retail design center unlike anything else in the industry."

The platform will be available in either 23' or 25' as either a bitoon or tritoon, with engine ratings from 150 hp Mercury Verado all the way to a single 500R Mercury Racing outboard. With an 8'6'' beam, a 70 gallon (265 L) fuel tank, and rated for 12-14 passengers, the Model M will be a versatile option blending functionality, performance, and boutique features not available elsewhere. Both the 23 and 25 sizes will be available with an "L" or "Q" configuration with a lounge and social zone in the bow with adjustable table, or with a higher capacity setup and increased seating.

"A, M, G stand for more than models," says Kistler. "They embody Alera Marine Group — our identity and standards. From design and team building to our new campus and product vision, every step has been intentional. At Alera, intentionality isn’t a tagline—it’s a foundational pillar.”

The Model M also reflects the company's unique approach to design.

“We’re prioritizing standards over options," says Kistler.

"Our Model M tri-toons come standard with features like in-floor storage, full RGBW lighting inside and out, a helm riser, throttle extender, a 12” ultrawide Simrad NSX, heated and cooled captain’s chairs, and our new hip-height patent-pending ski tow fuel fill. They also include a Lewmar extra-wide ladder, power bimini, and five Scanstrut chargers strategically placed throughout the boat — all powered by our exclusive partnership with Mercury and Mercury Racing."

“Intentionality has been a constant theme since day one,” he added. “We’ve obsessed over the little things that add up in a major way for the end user. This boat wasn’t built for the showroom, it was built for the water.”

That mindset has so been supported by Alera's partnerships and their involvement in the development of the Model M. "We have more innovations up our sleeve," says Kistler. "I can’t emphasize enough how invaluable our vendor partnerships have been throughout this process — the support has been outstanding.”

Alera is also lifestyle-focused and gives new boat owners the ability to interact directly with the brand. The company's core mission is “propelling people forward by doing whatever it takes.” That philosophy extends beyond design and production to include customer service, dealer partnerships, and the broader boating culture. Fans, followers, and owners can access the company's webstore for unique merch that matches their lifestyle.

“The Alera Era represents a wave of energy,” says Mehl. “It’s about building something with presence—something that turns heads and makes people feel like they’re part of something bigger. We’re not just launching a boat. We’re launching a movement. It’s a vibe. And yeah… we’re doing it all with a little swagger.”

Alera plans to publicly debut the Model M in the coming weeks, with initial deliveries to select dealer partners expected later this year. Additional product launches, media content, and dealer events are scheduled to continue throughout the summer.

You can get the first look at the Alera Model M in the video below:

#news #products #aleramarine