Buyout of Boat Club de France and partnership with Zodiac
Started quietly in July 2018 with 3 Mediterranean bases, Dream Yacht Charter's boat club business marks a serious acceleration. The group, the world leader in the traditional boat rental segment, simultaneously announced the acquisition of the Boat Club de France founded by Bruno Voisard, a partnership with Zodiac Nautic to equip the fleet with RIBs, and the launch of Dream Boat Club in the U.S. market. To manage this last development, the company has recruited David Aldrich, who previously worked for Freedom Boat Club and Bénéteau USA.
Building the Dream Boat Club network
As it has done in the classic charter market, the Dream Yacht Group has ambitions for rapid growth in the boat club sector. " The objective for one season is to go from a few dozen bases to a few hundred for year 2 and then a few thousand "says Loïc Bonnet, founder of Dream Yacht Charter. " Within two years, we will have boat clubs in all Dream Yacht rental bases. The natural development is through the dealers of the Zodiac network, but also through the rental companies and the nautical service professions. "
A network of franchisees
Dream Boat Club's growth is based on the franchise model. The base owner signs a contract with Dream Yacht which provides POS and marketing support. For the management of contracts with boaters, the group will rely on the technology developed by the recently acquired internet rental platform Samboat. A framework has been established with the franchisees, imposing a fleet of boats dedicated to the boat clubs, with imposed brands and models with their technical specifications. The mix is about 75% RIBs and 25% rigid-hulled powerboats. " The bases choose their boats from the Zodiac range, the Jeanneau Leader and Merry Fisher and the Bénéteau Flyer, with defined specifications. The options are those used by the yachtsman and for maintenance. Assistance is provided, and the franchisee is responsible for selling the Dream Boat Club offer. "explains Loïc Bonnet.
Urban targeting
The user of the boat club is finally rather sedentary. It is therefore necessary to position the bases close to their usual place of navigation. " The exchange system between the bases is a plus, but people join first to go boating near their home. That's why the seaside agglomeration is a good target. The Mediterranean coast in France, Spain and Italy, with its urban network is very relevant. "confirms Loïc Bonnet.
Which model for the Boat Club voile?
Dream Boat Club is for the moment exclusively dedicated to motor boats. Is sailing part of the development plan? " There's no reason why we shouldn't do it, but not right away. "answers Loïc Bonnet. This still raises a lot of questions. In particular, should there be a single boat club or two separate ones with gateways? Between charter companies like Dream Yacht and boat builders like Bénéteau, each has yet to find its own business model.
