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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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What happens when you treat boat clubs like hospitality instead of ownership?
In this episode, Kyler and John sit down with Cecil Cohn, President of Freedom Boat Club, to explore how a subscription-based boating model is unlocking a whole new category of customers and redefining the marine industry along the way.
Backed by Brunswick, Freedom Boat Club is creating access and loyalty in a traditionally high-barrier space. Cecil shares the strategy behind scaling to 400+ locations worldwide, how digital tools like their mobile app are driving member retention, and why investing in hospitality and experience at the local level makes all the difference.
You’ll also learn how their franchise network drives national growth and why OEMs and dealers alike can benefit from Freedom’s data-driven approach to customer engagement. This is a conversation about what it takes to grow an ecosystem from the ground up.
Key Takeaways:
- Subscription Boating Reaches New Customers: Freedom Boat Club attracts a completely different audience—over 90% of members had no intention of buying a boat, proving the power of alternative access models.
- Retention Is Built on Experience: With nearly 90% annual member retention, Freedom shows that consistency, hospitality, and localized service are key to long-term loyalty.
- Digital Tools Drive Engagement: By focusing on mobile-first functionality and ease of reservations, Freedom encourages more frequent trips, which directly impact member satisfaction and retention.
Timestamps:
(00:00) Meet Cecil Cohn
(01:31) Freedom Boat Club’s unique position in the marine ecosystem
(02:32) Why subscription boating attracts non-owners
(04:18) Retention rates and member loyalty benchmarks
(05:50) Strategy built on scale and experience
(07:23) The network effect of 600,000+ annual boat trips
(08:34) How reciprocal access works across global locations
(09:51) Balancing member growth and market expansion
(11:21) Franchise vs. corporate-owned club dynamics
(14:01) How member enthusiasm drives franchise sales
(15:46) Digital transformation and the power of the mobile app
(18:17) Enhancing member experiences through new activities
(21:47) Lessons OEMs can learn from subscription engagement
(26:37) Using data and research to inform strategy
(34:20) Competing with top consumer brands on NPS
(43:54) What’s next: doubling down on digital and community
25 episodes
