Integration and wake surfing set to drive towboat sales

Wake surfing is the coming sport, but it’s the technology that enables it, that will drive towboat sales in the next decade. That’s the takeout from boatsales.com.au’s interview with the man who should know global President and CEO of MasterCraft, Terry McNew.

In Australia for the Melbourne boat show but a regular visitor to our shores, USA-based McNew says that while wakeboarding is still strong Down Under, wake surfing is tow sports’ next big thing.

But it’s the technology integration and one-touch set-up with which MasterCraft’s customers are really resonating.

“Tow sports has been the fastest growing segment in the entire boating industry since the Great Recession in '09. Wakeboarding is as popular or more popular in Australia than it is anywhere else in the world. [But] the largest growing, fastest growing activity behind the boat is [wake] surfing,” he explained,” McNew told boatsales.com.au

According to McNew, MasterCraft’s strength in this marketplace is its multiple systems (many patented) that allow it to tune its boats’ wakes – and quickly change from one use to another.

“We see consumers want ease of use. We spent a lot of time with our touchscreen [controls]. We don't want people to have to be like an airline pilot, where they have to go through a checklist.

“If you want to ski, you literally just press the screen that says ski. If you want to wakeboard, you do the same thing. If you want to surf, it's one touch. And that really makes it easy. People don't want to spend a lot of time,” McNew explained.

McNew, a long time executive at Mercury Marine and Sea-Ray parent, Brunswick Corporation, joined Mastercraft in 2012. Since then the company’s business has tripled and it has listed on the New York Stock Exchange. Indeed, Mastercraft is seen by many as the USA’s most successful ‘small’ boat brand and in 2016 was recognised by Industry Week Magazine as North America’s best manufacturer. According to McNew, Mastercraft also holds three ISO quality certifications.

In the 2018 US fiscal year Mastercraft will sell just over 3000 units across 45 countries. The company has approximately 240 dealerships across the globe.

Australia is high on McNew’s agenda. Aussies are early adopters of MasterCraft’s new products like the big, bold XT25.

“Australia is a really growing business for us. It's a very important market; we've tripled our business in just a little over two years. Here in Melbourne, Jake Mutton [Mastercraft Melbourne] is our largest dealer in the country. We have dealers in Brisbane and Queensland, in Sydney, Adelaide and Perth.

“About 70 per cent of our global wholesale production is in the United States; roughly 20 per cent Canada; about five per cent Europe; and about five in Australia. Australia is really close to becoming the number one non-North American market for us,” McNew explained.

Currently MasterCraft offers a portfolio of 12 models from 20-26 feet. Although it still builds a dedicated water ski platform, wake sports remain the focus.

“Our ProStar's really or three event [boat] -- really ski focus. But that's probably [only] 200 units a year for us…

“The XT models are kind of our SUV. You can ski, you can wakeboard, and you can surf... If you want to be hard-core wakeboard, there's several products in our portfolio but most likely it's going to be an XStar. So we provide a lot of choice for our customers,” McNew told boatsales.com.au

MasterCraft’s success is linked to the customisation choices it then offers to customers, McNew says.

“You can really individualize your product. We have 21 colours and eight different zones on these, on these boats. The interiors [have] four different zones -- multiple opportunities and options for colours and textures. We find people want to be in a boat that's unique to them…

“[We are] always focused on not over-contenting the base boat. It's going to be a very well-equipped boat, but have plenty of options that make sense, that are easy to understand, that are meaningful, unique, compelling and executable in terms of innovation,” he stated.

The star of MasterCraft’s wake surfing focus is the recently released X24. This boasts what the company claims is the “industry’s largest wave, most advanced surf experience

“Surf science was put into motion with the X24, starting with a new surf-specific hull design that when equipped with up to 4300lbs [1950kg approx] of ballast and the Gen 2 Surf System creates the industry’s largest wake that is perfectly sculpted and customized through MasterCraft technology,” the company’s press blurb states.

“New wake-specific technologies work in concert on the X24 to operationally speed up the boat’s wake-specific functions. A premium new 2018 feature, the new FastFill Ballast System speeds time to towing by filling the X24’s ballast tanks under three minutes. Once full, the X24 debuts the new Switchback Ballast Tank that instantly shifts ballast from side-to-side to suit the rider’s preference,” the company stated.