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MasterCraft

MasterCraft Boat Company is an American manufacturer of luxury high-performance powerboats, specializing in waterski, wakeboard, and wakesurf vessels designed for precision, comfort, and innovation in water sports. Founded in 1968 by competitive waterskier Rob Shirley in , the company originated in a modest two-stall horse barn where its first hand-laid ski boat was constructed, emphasizing designs that produced minimal wakes for superior performance. Over more than 55 years, MasterCraft has evolved from a small operation to a global leader in the recreational boating industry, now headquartered and manufacturing in , with a of approximately 700 employees as of 2025 and annual production of thousands of units across 17 models. The company holds 69 patents and has received over 47 awards for advancements in boat design, , and manufacturing excellence, including ISO certifications for quality and environmental management. Key innovations include the introduction of the XStar model for , the first integrated surf system for seamless , proprietary technologies like the GEN2 Surf System and MasterCraft SoundStage audio, which enhance wave quality, handling, and onboard experience, and the 2025 XStar's NMMA Innovation Award for its asymmetrical hull design. As a publicly traded entity under MasterCraft Boat Holdings, (NASDAQ: MCFT), the company focuses on premium craftsmanship, customization options through its online design center, and a commitment to leading the market in initial quality and share for water sports , serving enthusiasts worldwide via an extensive dealer network. MasterCraft's legacy also extends to supporting professional athletes through programs like the MasterCraft Legends Club and Team MasterCraft, honoring icons in waterskiing and wake sports.

History

Founding and Early Development

MasterCraft Boat Company was founded in 1968 by Rob Shirley, a competitive waterskier and instructor from Florida, who began constructing custom ski boats in a two-stall horse barn on a farm in Maryville, Tennessee. Dissatisfied with the large wakes and poor handling of existing boats for slalom, trick, and jump skiing, Shirley designed his initial models to produce the smallest possible wake while ensuring a quick pull for skiers. The first MasterCraft, an 18-foot fiberglass hull adapted from a Ski Nautique design, was hand-laid and completed in August 1968, debuting at the U.S. Nationals in Canton, Ohio, where it demonstrated superior performance. Only 12 boats were produced that inaugural year, emphasizing lightweight construction and precision engineering tailored to waterskiing demands. In the early 1970s, the company expanded from its rudimentary farm-based operation amid rising demand for high-performance ski boats, hiring key staff such as general manager George Fowler and increasing production to 52 boats annually by 1973. This growth reflected MasterCraft's reputation for innovative hull designs that minimized drag and wake, setting industry standards for tournament skiing. By the early 1980s, the workforce had grown to 200 employees, and the company had solidified its position as the leading producer of ski boats, incorporating enhancements like directional fins for improved control. A pivotal milestone came in 1984 when Shirley sold MasterCraft to the Coleman Company of , providing essential capital to scale and . By 1987, annual sales had reached approximately $15 million, underscoring the company's market dominance in the ski boat segment. That year, Chuck West was hired as CEO to guide further modernization.

Growth, Acquisitions, and Milestones

Under West's leadership, MasterCraft expanded its production capabilities and model lineup, driving sales growth to over $100 million by 2000 and establishing it as a key player in performance boating. This period marked the beginning of sustained market dominance, with revenues reaching $160 million by 2004 through innovative designs and increased market share. During the 1990s, MasterCraft launched wakeboard-focused models, including the XStar, specifically engineered to meet the demands of the emerging sport with enhanced performance and power. These introductions positioned the company as a in towboat innovation, aligning with the sport's rapid growth. MasterCraft Boat Holdings, Inc., formed in 2000 as a holding company, went public in 2015 through an on the under the ticker MCFT, raising funds to support further expansion in premium . In 2018, acquired LLC for approximately $80 million, gaining entry into the segment with a vertically integrated manufacturer based in . That same year, MasterCraft celebrated its 50th anniversary with a limited-edition XStar model, highlighting its legacy in high-performance boating since 1968. In April 2024, Crest Marine, a MasterCraft , launched Balise Pontoon Boats as a new brand, featuring models like the Horizon and in 24- and 26-foot lengths with premium amenities such as dual helm screens and advanced audio systems. By September 2025, MasterCraft expanded its international dealer network, adding five new dealerships in and to serve growing demand in and , bringing its total international dealers to 47 locations. For the 2025 model year, the company introduced significant upgrades to its XStar lineup, including a redesigned 23-foot and 25-foot models with enhanced features like the MasterCraft Audio Experience (MAAX) system and a power-folding Z100 tower, which earned the NMMA Innovation Award. To showcase these advancements, MasterCraft launched the 2025 Rule the Water Demo Tour on April 12, featuring 57 stops across key U.S. markets for on-water demonstrations of the XStar and other models. In November 2025, MasterCraft added Northwest Inboards as a new dealership to support the region.

Corporate Structure

Ownership and Subsidiaries

MasterCraft Boat Holdings, Inc. serves as the parent company of MasterCraft, a corporation publicly traded on the stock exchange under the ticker symbol since its on July 17, 2015. The company is headquartered at 100 Cherokee Cove Drive in . Prior to its IPO, MasterCraft received backing from Wayzata Investment Partners, which restructured the company ahead of going public. As of the latest filings, major shareholders include institutional investors such as , Inc., which holds approximately 7.23% of outstanding shares. The company's subsidiaries include Crest Marine, LLC, a Michigan-based entity acquired on October 1, 2018, for approximately $80 million, specializing in pontoon boats. Under Crest, Balise Pontoon Boats was launched in April 2024 as an independent luxury brand offering high-end tritoon and pontoon models like the Helix and Horizon series. Other wholly owned subsidiaries encompass MasterCraft Boat Company, LLC; Aviara Boats, LLC (divested in October 2024 to MarineMax); and NSB Boats, LLC, among others. Operationally, MasterCraft maintains manufacturing facilities in , spanning 310,000 square feet for MasterCraft-branded boats and trailers, and in , covering 270,000 square feet for and pontoons. The company distributes its products through an extensive independent dealer network, with the MasterCraft brand supported by 100 dealers across 155 locations as of June 30, 2024, including 40 international dealers; the pontoon segment ( and ) utilizes 141 dealers across 173 locations, with limited international presence. In 2025, the network expanded internationally with two new dealerships in and three in , enhancing access in over 30 countries.

Brands

MasterCraft Boat Company serves as the flagship brand of MasterCraft Boat Holdings, , specializing in high-performance watersports boats designed for , , and since its founding in 1968. The brand emphasizes luxury craftsmanship, innovative engineering, and precision handling to deliver premium experiences for enthusiasts seeking adrenaline-fueled activities on the water. Its boats target competitive athletes and recreational users alike, incorporating advanced hull designs and customizable features that prioritize speed, stability, and wave generation. Crest, a prominent pontoon boat manufacturer, was acquired by MasterCraft Boat Holdings in October 2018, expanding the portfolio into family-oriented recreational vessels. This brand focuses on versatile, high-quality pontoons with customizable layouts, spacious seating configurations, and premium materials to cater to leisure boating, social gatherings, and multi-generational outings. Crest boats emphasize durability, comfort, and ease of use, appealing to families and casual boaters who value relaxed navigation and onboard amenities over high-speed performance. In April 2024, Crest Marine introduced as a sub-brand under its umbrella, targeting affluent consumers with upscale pontoon and tritoon models like the , , and . differentiates itself through sophisticated entertainment systems, including immersive 4D audio with multiple zones and high-fidelity speakers, integrated lighting, and advanced helm technologies for enhanced onboard experiences. These boats prioritize opulent comfort features such as cool-touch , power-adjustable seating, and optional in-water coolers, positioning as a premium choice for entertaining and cruising on inland waters.

Products

Current Boat Series

MasterCraft's current boat series for the 2025 model year encompass five distinct families tailored to various watersports enthusiasts, from dedicated waterskiers to premium wake and surf aficionados. These series feature advanced engines, integrated ballast systems, and customizable performance options, emphasizing precision engineering and luxury. The lineup includes the ProStar for , NXT for entry-level wake experiences, XT for versatile multi-sport use, X for high-end wake and surf, and XStar as the flagship tournament series. The ProStar series consists of dedicated ski boats optimized for slalom, trick, and disciplines, with the primary model being the 20-foot ProStar seating seven passengers. It employs a direct-drive propulsion system powered by an 6.0L MPI engine, delivering precise handling and the industry's flattest wakes through a hull design with four fins and hull rails for superior tracking. The minimalist design prioritizes performance over excess features, incorporating Zero-Off GPS speed control for consistent speeds during runs. Intended for professional and recreational waterskiing, the ProStar avoids to maintain a clean wake profile. The NXT series offers entry-level wake and boats suitable for and families, with models including the NXT20 (20 feet, 11 seats), NXT21 (21 feet, 14 seats), NXT22 (22 feet, 14 seats), NXT23 (23 feet, 16 seats), and NXT24 (24 feet, 16 seats). These boats feature standard Klipsch marine audio systems for enhanced onboard entertainment, convertible rear-facing seating for flexible lounging, and basic capacities ranging from 1,770 to 3,300 pounds to generate accessible waves. Powered by engines up to 430 horsepower, the series emphasizes ease of use with compact towing and storage, making it ideal for introductory and sessions. The XT series provides versatile crossover boats for multi-sport activities, including models like the XT20 (20 feet, 12 seats), XT22 (22 feet, 16 seats), XT22T (22 feet, 14 seats), XT23 (23 feet, 16 seats), XT24 (24 feet, 17 seats), and XT25 (25 feet, 18 seats). Equipped with the SurfStar system, these boats allow customizable waves via seven presets and three profiles, supported by up to 3,600 pounds for , , and . Many models incorporate pickle-fork bows for expanded forward seating and storage, combining athletic handling with family-friendly amenities in a design that supports diverse water sports. The X series represents premium wake and surf boats, featuring models such as the X22 (22 feet, 16 seats), X24 (24 feet, 18 seats), and X26 (26 feet, 18 seats) with deep-V hulls engineered for large, clean wakes. These vessels use the SurfStar system with transom-mounted tabs for wave shaping, ballast up to 4,050 pounds, and luxury interiors including premium upholstery and intuitive controls. Powered by standard Ilmor 6.2L engines, the series delivers high-performance towing in a refined package suited for advanced riders seeking pro-level experiences. The XStar series serves as the flagship for tournament-level boats, with the redesigned 2025 models including the XStar 23 (23 feet, 16 seats) and XStar 25 (25 feet, 18 seats). These feature enhanced performance through Supercharged 6.2L engines producing 630 horsepower, pro-level of 3,775 to 3,975 pounds, and a modernized for superior wakes and waves. The series includes a pickle-fork bow with versatile seating and the SurfStar system for customizable , positioning it as the pinnacle of luxury and competition-ready design.

Discontinued Models

The MariStar series, introduced in 1989 as MasterCraft's entry into the luxury runabout market, consisted of bowrider models such as the MariStar 210 and 230, produced through the 2010s until discontinuation after the 2012 model year. These inboard boats emphasized family-oriented with versatile performance for watersports, featuring spacious layouts and low-wake hull designs suitable for and general . The TriStar series, manufactured from 1987 to 1991, included stern-drive bowrider models like the TriStar 190 and 220, marking an early expansion in MasterCraft's open-bow offerings. These boats prioritized expansive deck space and towing capabilities, making them popular for watersports enthusiasts seeking affordable, durable platforms for and in the late 1980s and early 1990s. Introduced in 2006, the CSX series represented MasterCraft's foray into crossover surf boats with models such as the CSX 20 and 22, blending wake surfing, skiing, and cruising features until its discontinuation after the 2011 model year to make way for the XT line. The series incorporated innovative hull designs for versatile ballasted wakes and high-freeboard structures for multi-purpose use, though it saw limited sales due to its niche positioning.

Innovations and Technology

Handling and Control Systems

MasterCraft has developed several proprietary systems to enhance boat maneuverability, particularly at low speeds and during precise operations. These technologies focus on improving driver confidence and control through innovative hardware and integrated software solutions, addressing challenges unique to inboard towboats. The , introduced in 2017, represents a significant advancement in low-speed capabilities for MasterCraft boats. It employs a pair of low-profile flanking rudders positioned , combined with control, to enable precise directional adjustments in reverse and forward at speeds under 5 . This setup allows operators to maneuver the boat sideways or pivot in tight spaces, such as marinas or docks, without relying on traditional prop thrust alone. The system received the National Marine Manufacturers Association (NMMA) Innovation Award in 2017 for its engineering ingenuity in overcoming limitations of inboard propulsion. In 2025, MasterCraft updated its helm integration with the MyDrive , standard on XT and X series models, paired with redesigned software. This feature provides quick-access hot keys and a dial for on-the-fly adjustments to functions like speed, volume, and settings, displayed on dual screens including a 15-inch panoramic center monitor. The enhanced software supports customizable layouts and seamless connectivity via the MasterCraft Connect App for diagnostics and . These elements streamline and reduce driver distraction during operation. Zero-Off GPS speed control is integrated into MasterCraft boats to deliver accurate, satellite-based speed maintenance essential for watersports. It uses and engine management data for closed-loop adjustments, eliminating the need for manual throttling or wind compensation. This system is standard on the ProStar model for slalom and tournament , where precise speeds of 32-36 are critical, and available as an option on other series to support consistent pulls. In the XStar series, it aids tournament-level precision by maintaining straight-line tracking.

Performance and Comfort Features

MasterCraft's SurfStar System represents a pinnacle in technology, enabling riders to generate customizable waves with precision through integrated management and profiles. The system features multiple wave presets that allow adjustments for height, length, push, and shape, catering to various skill levels from beginners to professionals. It incorporates three options for seamless transitions into foiling setups, deploying without additional hassle to maintain . With over 2,500 pounds of capacity in models like the XT series, SurfStar ensures symmetrical and powerful waves by automatically shifting water weight via the . This setup is standard across the XT, X, and XStar families, delivering industry-leading performance that minimizes drag and maximizes wave quality. Complementing the SurfStar, the Gen2 Surf Tabs provide active trim functionality for rapid wave shaping, deploying vertically to reduce hydrodynamic drag by up to 15% compared to traditional systems. These asymmetrical tabs eliminate , allowing for instant adjustments that create clean, consistent wakes without requiring extensive reconfiguration. The system integrates design, custom weighting, and software algorithms to produce epic surf conditions, with setup times as quick as a few minutes using FastFill pumps that handle 30 gallons per minute. By combining these elements, Gen2 enables effortless side-to-side while maintaining boat balance, enhancing overall performance for watersports enthusiasts. For the 2025 model year, MasterCraft introduced significant enhancements to propulsion and onboard luxury, bolstering both speed and comfort. MasterCraft boats are powered by engines including the 5.3L (up to 380 ), 6.0L, 6.2L GDI (440 ), and supercharged 6.2L (630 ) options, providing robust for and across diverse conditions. Aesthetic upgrades include expanded and vinyl selections for personalized customization, while the Klipsch 2.0 marine audio system elevates the experience with enhanced high-fidelity sound, featuring multiple speakers and subwoofers for immersive listening. This premium audio integration ensures clear, powerful output even at high speeds, transforming the cabin into a concert-like environment without compromising other performance features. For the 2026 model year, announced in October 2025, MasterCraft introduced the SoundStage audio system in partnership with , offering enhanced high-fidelity sound across all models. Additional updates include standard RGB lighting on the NXT series, powder-coated towers, new colors, and the redesigned X24 with expanded storage and rider-focused ergonomics.

Marketing and Culture

Taglines and Branding

MasterCraft has employed several iconic taglines over its history to underscore its position as a leader in premium watersports boats. One of the most enduring is "Nothing else even comes close," which was prominently used from 1989 to 1993 to emphasize the company's superior craftsmanship and performance in the boating industry. This has continued to resonate, with recent materials in 2025 referencing it to highlight models like the ProStar as unmatched in reliability and sales leadership. Another key tagline, "Dream A Wake," emerged in the and persists into the present, focusing on the aspirational aspects of and encouraging customers to envision and achieve their ideal on-water experiences. The company's branding strategy centers on premium positioning, leveraging endorsements from professional athletes to reinforce its reputation for high-performance . By partnering with top wakesurf and wakeboard pros, MasterCraft aligns its image with athletic achievement and appeal. This approach is exemplified in events such as the 2025 Rule the Water Demo Tour, a 57-stop nationwide series that allows potential buyers to test-drive the full lineup, including the new XStar models, in a low-pressure to experience the firsthand. MasterCraft's marketing campaigns often celebrate its heritage while promoting current advancements. The 2018 50th anniversary initiatives highlighted the company's "Legacy of Innovation," tying the milestone to a series of awards from the National Marine Manufacturers Association for groundbreaking technologies in preceding years, culminating in recognition for the XStar's design excellence. In 2025, the brand shifted focus to the "Endless Waves. Endless Ways." campaign for the XT series, emphasizing customizable configurations that deliver versatile, world-class wakes for various watersports without compromising luxury or reliability. These efforts tie briefly into Team MasterCraft events, where athlete demonstrations amplify the message during tours and competitions.

Team MasterCraft

Team MasterCraft encompasses a roster of elite professional athletes sponsored by MasterCraft Boat Company, focusing on waterskiing, , and disciplines to showcase the performance of their boats in competitive environments. The program provides athletes with sponsorships, including access to custom-configured vessels tailored to specific sports, enabling participation in high-profile tournaments and series. The Ski Team features slalom specialists such as , who claimed the men's jump title at the 2024 MasterCraft Pro using the ProStar boat, renowned for its precise tracking and minimal wake interference. Other team members include Joel Poland, a rising star who joined the program in 2023 and dominated the 2025 Masters Water Ski Tournament with a 230-foot jump to secure the men's jump title. These athletes compete in the MasterCraft Pro Waterski Series, a key stop on the professional circuit, as well as international events like the IWWF World Waterski Championships, where MasterCraft has historically supplied official tow boats such as the ProStar for slalom events. In , the Wake Team includes world-class riders like Meagan Ethell, an eight-time world champion who leverages MasterCraft's X Series boats for superior wake shaping in competitions. Prominent members such as Parks Bonifay, Steel Lafferty, Harley Clifford, and Ty Higham participate in pro tours, with Clifford, a multiple-time Masters contender, highlighting the boats' stability in high-speed maneuvers. The team supports events through partnerships like the relaunched MasterCraft WWA Rider Experience Tour, offering coaching and custom X Series setups for amateur and pro development. The Surf Team comprises wakesurf experts including Ashley Kidd, a seven-time world champion who rides the XT and XStar models for their clean, customizable waves, and Jett Lambert, contributing to the sport's growth in professional circuits. These athletes demonstrate the boats' ballast and surf system capabilities at major gatherings, aligning with MasterCraft's emphasis on rope-free surfing innovation. The overall program fosters annual sponsorships that integrate custom boat builds, event participation, and the MasterCraft Pro Waterski and Wakeboard Series to elevate competitive watersports.

Leadership

Key Executives

Rob Shirley founded MasterCraft Boat Company in 1968 as a competitive waterskier seeking to create the premier tournament ski boat, revolutionizing inboard towboat design with innovative hull shapes and performance features that set industry standards for . Under his leadership as president until 1984, the company grew from a small operation in , to a recognized leader in watersports boats, emphasizing handcrafted quality and driver control before he sold it to Coleman Company to enable further capital infusion. Chuck West served as president of MasterCraft from 1987 to 1995, taking over during a period of financial challenges following multiple ownership changes. He drove significant sales growth, expanding annual revenues beyond $15 million while solidifying the company's position as the top seller in the ski boat market through enhanced marketing and distribution strategies. Terry McNew joined MasterCraft as and CEO in August 2012, bringing expertise from executive roles at and Correct Craft. During his tenure through October 2019, he guided the company through its on the in 2015, which raised capital for expansion, and oversaw key acquisitions including Crest Marine LLC in 2018 to diversify into the pontoon segment. In April 2025, MasterCraft announced a CFO transition, with Scott Kent succeeding Bobby D. Bailey effective July 1, 2025. Brad Nelson was appointed CEO of MasterCraft Boat Holdings, Inc. in March 2024, succeeding Frederick Brightbill upon his retirement. With prior experience leading Brunswick's and brands to record revenues and profitability, Nelson has focused on strategic expansions, including the 2024 launch of the luxury pontoon line and initiatives to enhance international market presence amid projected fiscal 2026 net sales of $295 million to $310 million.

Board of Directors

The Board of Directors of MasterCraft Boat Holdings, Inc. provides strategic oversight, ensures financial , and guides efforts, with a particular emphasis on fostering in and supporting market expansion following leadership transitions in 2024. Composed of eight members as of fiscal 2025, the board blends internal leadership with external expertise in , , , and to align with the company's growth objectives in the recreational boating industry. Roch Lambert serves as Chairman, bringing extensive experience from his prior role as CEO of Rec Boat Holdings and positions at . The board includes Bradley M. Nelson, who contributes operational insights from his background in product development and manufacturing at . Other directors are W. Patrick Battle, a managing partner at Stillwater Family Holdings with expertise in strategy and marketing; Jaclyn Baumgarten, managing partner at IDC Ventures and former CEO of Boatsetter, offering boating industry knowledge; Donald C. Campion, former CFO of VeriFone, Inc., providing financial and accounting acumen; Jennifer Deason, former CEO of Home Partners of America, with strengths in finance and strategy; Peter G. Leemputte, former CFO of , Inc., focused on financial operations; and Kamilah Mitchell-Thomas, former SVP and Chief People Officer at Avaya, specializing in management. The board operates through specialized committees to enhance its governance functions. The , chaired by Donald C. Campion and including Deason, Roch , and Peter G. Leemputte, oversees financial reporting, internal controls, and , including cybersecurity. The Compensation and Committee, led by Peter G. Leemputte with members Donald C. Campion and Kamilah Mitchell-Thomas, addresses and talent strategies. The Nominating and Committee, chaired by Roch and comprising W. Patrick , Jaclyn Baumgarten, and Kamilah Mitchell-Thomas, focuses on director nominations and corporate . Additionally, the Strategy Committee, under W. Patrick with Jaclyn Baumgarten, Deason, and Roch , evaluates long-term initiatives and market opportunities. These committees met frequently in fiscal 2025, with the full board convening multiple times annually to review progress. The CEO reports directly to the board on operational matters.

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