Brunswick and the Future of Boating: Interview with Brenna Preisser, Group Boat President

Gaining insight from Brenna Preisser, President of the Boat Group at a global powerhouse like Brunswick, is a privilege I am pleased to share with PressMare readers.

At the Düsseldorf Boat Show, I met this engaging conversationalist and expert in the boating sector. She leads the U.S. multinational, which owns 12 boat brands, including Boston Whaler, Bayliner, Navan, Quicksilver, and Sea Ray, among others.

Brunswick controls a total of 60 brands across multiple sectors: boats, propulsion systems, marine accessories, onboard technology, digital services, shared boat access, financing, insurance, and extended warranties.

With over 17,000 employees in 25 countries, Brunswick was recognized in 2023 by Forbes as one of the World’s Best Employers and by Newsweek as one of America’s Most Responsible Companies—both for the fourth consecutive year. Additionally, it was listed among the Best Companies to Work for in 2023 by U.S. News & World Report and once again by Newsweek as one of America’s Most Responsible Companies.

My conversation with Ms. Preisser provided a clear vision of how Brunswick approaches the future and what to expect in the boating industry, particularly outside the megayacht segment.

A key trend is the increasing accessibility of boating through boating intelligence, technological advancements that simplify vessel operation and enhance user experience.

PressMare - What is your vision for boat control and automation systems? How can they improve the boating experience and attract new enthusiasts?

Brenna Preisser - Control systems have been around for years. Consider joystick boat control—Brunswick pioneered this innovation with its ACES strategy: Autonomy, Connectivity, Electrification, and Shared Access.

Looking ahead, our next frontier is advanced boat control systems, offering a broad range of solutions.

We recently introduced Copilot intelligence systems at CES in Las Vegas. These act as an onboard co-pilot, providing forward-looking innovations that will redefine the boating experience.

Already today, autonomous docking systems are available on the market, with an official launch scheduled for the second half of 2026. We have studied the most complex boating challenges—like marina docking—and developed solutions that simplify these tasks.

Using cameras, smart computers, and advanced controls, users can dock and maneuver their boat autonomously at the press of a button.

At Düsseldorf, we are also showcasing the Sea Ray 270 Surf Series, an example of advanced control systems. Wakesurfing is increasingly popular but requires skill from both the captain and the surfer. Our system removes this complexity—just press a button, and the boat automatically adjusts the ballast tanks to create the perfect wave, allowing even beginners to enjoy the experience.

PM - Do you believe these systems will change the mindset of traditional boaters?

BP - Engaging the next generation is crucial for the boating industry. We aim to create a frictionless experience because younger generations expect a different level of simplicity.

As an industry leader, it is essential to meet boaters at their level of expertise. Some still enjoy manual navigation, and we strive to enhance—not replace—that experience.

However, for those new to boating, our autonomous systems—such as those on the Boston Whaler 405 Conquest—make navigation more accessible. An experienced owner may want full control, while another may prefer to simply press a button and let the boat handle everything.

Technology should solve problems, lower barriers, and elevate the overall experience.

PM - Consumer habits are shifting. Young people, like my children (19 and 21), prefer access over ownership. How do you address this trend?

BP - Brunswick responded by acquiring Freedom Boat Club in 2019, a membership-based boating model. Back then, it had 20,000 members in the U.S. Today, we have over 400 locations worldwide and more than 70,000 members.

This model provides boating access without ownership. Members pay an initial fee and a monthly subscription to access a fleet of boats (typically up to 7.3 meters) at affiliated marinas through a simple booking system.

Ninety percent of members join without intending to buy a boat. However, after experiencing boating, many fall in love with it and decide to purchase their own vessel. This model not only lowers entry barriers but also fuels industry growth.

PM - Boaters vary by culture and geography. An Italian boater differs from a Finnish or American one. How does Brunswick cater to such diverse markets?

BP - Our approach involves strong local partnerships and continuous learning. This is my second time at Düsseldorf, and I am gaining valuable insights.

For example, German boaters often prefer trailerable boats, which impact product development priorities.

Brunswick’s global scale allows us to keep investing in tailored solutions. Take the Sea Ray Surf Boat 270—it launched in the U.S. a year ago. After refining it based on dealer feedback, we adapted it for the European market, modifying its ballast tanks to comply with local regulations.

We also bring European innovations to the U.S. A great example is Navan, a project that has thrived in Europe and is now being considered for expansion overseas. This cross-market innovation strengthens our brand.

PM - What initiatives make boating more accessible?

BP - Besides focusing on entry-level models like Bayliner and Quicksilver, Boat Clubs play a crucial role. They provide newcomers with a low-barrier introduction to boating through training and cost-effective access.

Technology also simplifies boat operation, making it less intimidating for first-time users.

PM - The shift to electric propulsion is a major challenge. How is Brunswick addressing it?

BP - Electrification is one of the industry’s biggest challenges. We have launched the Avator electric motor line alongside advanced battery systems. While high-power electric solutions are still evolving, consumer demand must also grow for widespread adoption.

As seen in the automotive sector, market demand determines sustainability. In boating, price, reliability, time on the water, and speed are key concerns. There is no fully viable high-power electric solution yet, but innovation continues.

Beyond propulsion, we are enhancing sustainability through initiatives like Fathom Battery System, which replaces traditional generators.

Sustainability is not just about decarbonization; it also means making water more accessible. We believe in human sustainability, ensuring the next generations can enjoy boating.

PM - Technical knowledge among boaters is decreasing. Many are more interested in amenities than boat construction. How does this impact the industry?

BP - Industry expertise and quality remain fundamental. Even if customers focus more on experience than specifications, poor experiences can deter them from boating entirely.

At Brunswick, we design boats by boaters, for boaters. Our goal is to ensure that customers have a great experience season after season, preserving resale value and industry confidence.

PM - What is your vision for Brunswick’s future?

BP - Our motto is “Next Never Rests”. We continuously push for cutting-edge technology, user-centric design, and innovative business models.

When the industry grows, Brunswick grows.

PM - Brunswick’s scale gives you the power to redefine the industry.

BP - Absolutely. Our strength lies in global integration. No other company combines propulsion, boats, and smart technologies like we do.

Our autonomous systems will also be available to other boat manufacturers (OEMs). Rather than limiting access, we believe the industry’s success is Brunswick’s success.

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