Freedom Boat Club acquires 13 franchise locations

Venice-based Freedom Boat Club recently acquired 13 franchise locations on the east coast of Florida, bringing them under corporate control. 

It also acquired the rights to develop along the Southeast Florida coastline, according to a statement from the company. Financial details of the acquisition, which involved locations from Pompano Beach to Stuart, were not disclosed.

“This acquisition represents one of our largest clubs spanning Broward, Palm Beach and Martin counties, and we look forward to building on the strong foundation set in place by the former franchise owner and continuing to deliver remarkable experiences to our members,” Freedom Boat Club President Cecil Cohn says in a statement. “The acquisition of the South Florida franchise business and territory presents a tremendous opportunity to accelerate growth in a year-round boating community passionate about the on-water lifestyle, as well as leverage synergies from the Brunswick family of brands.” 

Freedom Boat Club, the world’s largest boat club operator, is a brand within the Illinois-based Brunswick Corporation. Since Brunswick acquired the boat club in 2019, it has grown from 170 locations to more than 415 across the United States, Canada, Europe and Australia, according to a statement. 

Approximately one-third of Freedom Boat Club locations are now corporate-owned, Brunswick spokesperson Michelle Voss says in a Sept.13 email.

In the past two years, the Brunswick Corp. has spent nearly $110 million on Freedom Boat Club acquisitions in the Southeastern United States, according to the company’s 2023 annual report. In the fourth quarter of 2023, the company paid $16 million to acquire Freedom Boat Club locations and territories in the Southeast as part of its “plans for continued expansion across the Southeast Coastal region,” the annual report says. In the second quarter of 2022, Brunswick also paid $93.9 million to acquire franchise operations, territory rights and certain marine assets in the Southeastern United States.

Having the locations in Southeast Florida under corporate control will allow Freedom Boat Club to continue to expand while operating more efficiently, according to Voss.

“We have the resources to continue growing within the territory, which in turn will provide more locations and opportunities for members to go boating and explore the local waterways,” she says of the South Florida acquisition. “From a company standpoint, we are able to realize operational efficiencies as the territory is located adjacent to our existing Southeast Florida footprint.

The Southeast Florida franchise was established in 2014 by franchise owner Dan Lund, who was consistently recognized for having a top franchise as far as new member growth, according to the statement. Over the past 10 years, Lund scaled the business and grew a loyal membership base, officials say.

“Freedom Boat Club has been a fantastic partner to us over the years supporting our growth and success,” Lund says in the statement. “We know our members will be in great hands under Freedom’s leadership and look forward to supporting their continued success in the market.” 

With the change in ownership, Voss says the member experience will remain consistent.

“Our members will continue to receive the same high level of service that they have come to know and expect from Freedom Boat Club,” Voss says. “Many of the key leaders and dock staff will remain onboard and the members’ experience will not be impacted by this transition."

Freedom Boat Club has nearly 60,000 memberships, according to Brunswick Corp. 2023 annual report. That number reflects significant growth in the past several years; previously, the Business Observer reported the boat club had 20,000 memberships in May 2019.