Brunswick bets on tech and recurring revenue to offset slow new boat sales

Brunswick Corp., owner of Sea Ray and Boston Whaler, is leveraging advanced navigation tech and its Freedom Boat Club membership to counteract sluggish new boat sales expected to remain low through 2026. The company sees strong demand for premium boats while value models lag due to financing and interest rate pressures. Brunswick aims to boost recurring revenue from marine electronics, software, and its expanding boat club, which now has over 63,000 members globally. The firm targets $7-8 billion revenue by 2030, focusing on innovation, market share gains, and reduced supply chain risks to sustain growth despite a modest recovery in boat sales.