Brunswick Corporation has acquired the Australia-based Fliteboard, a leader in eFoiling technology.
Fliteboard acquired
Brunswick Corporation has acquired the Australia-based Fliteboard, a leader in eFoiling technology.
06 September 2023
Brunswick Corporation has acquired the Australia-based Fliteboard, a leader in eFoiling technology.
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In a move aimed at further enhancing the company’s industry-leading electrification and shared-access strategies, Brunswick has bought Fliteboard, which combines advanced hydrofoils and electric propulsion on the water.
This allows Brunswick to enter the emerging, electric-foiling surfboard market and presents the opportunity for technological, manufacturing, commercial, and consumer synergies with the existing Brunswick portfolio. Fliteboard will operate as a business within Mercury Marine.
“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. “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.”
David Trewern, founder, and CEO of Fliteboard responded, “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.
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“This union of substantial resources including the growth opportunities within Brunswick with Fliteboard’s groundbreaking ethos and designs will allow us to amplify our reach to new markets around the world,” said Trewern.
Fliteboard, established in 2016, has customers in more than 90 countries who enjoy its products in the Mediterranean and Caribbean, as well as the lakes and rivers of the US and Europe, beaches of Australia, and waterways of Dubai. Fliteboard has won more than a dozen, major 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.”
Brunswick Corporation (NYSE: BC) is the global leader in marine recreation, delivering innovation that transforms experiences on the water and beyond.
Brunswick is home to more than 60 industry-leading brands. In the category of Marine Propulsion, these brands include Mercury Marine, Mercury Racing and MerCruiser. Brunswick’s comprehensive collection of parts, accessories, distribution, and technology brands includes Mercury Parts & Accessories, Land ‘N’ Sea, Lowrance, Simrad, B&G, Mastervolt, RELiON, Attwood and Whale.
Boat brands include Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft and Quicksilver. Service, digital and shared-access businesses include Freedom Boat Club, Boateka and a range of financing, insurance, and extended warranty businesses.
While focused primarily on the marine industry, Brunswick also successfully leverages its portfolio of advanced technologies to deliver an exceptional suite of solutions in mobile and industrial applications.
Headquartered in Mettawa, IL, Brunswick has more than 18,500 employees operating in 29 countries. In 2022, Brunswick was named by Forbes as a World’s Best Employer and as one of America’s Most Responsible Companies by Newsweek, both for the third consecutive year.
Founded by David Trewern, Fliteboard is a leading pioneer in the eFoiling industry, transforming the way people experience water sports worldwide.
Originating from Byron Bay, Australia, Fliteboard has been fusing innovative technology with sustainable practices since its inception, crafting a unique blend of thrill, tranquillity, and minimal environmental impact.
The company’s flagship product, the Fliteboard, has propelled it to global recognition, offering a seamless, motorised surfing experience over water without the need for waves.
Fliteboard’s unwavering commitment to excellence and innovation has continually set new standards in the eFoiling industry. As a brand, Fliteboard epitomises performance, innovation, design and customer community. Fliteboard has a strong global presence, expanding the joy of eFoiling to enthusiasts across continents and oceans.
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