Whisper Marine buys Brunswick's Heyday Boats in third deal in under a year
What's the deal? Whisper MarineDealroom has a profile for this one. Try Dealroom → has acquired Heyday Boats, a wake and surf boat brand, from Brunswick CorporationDealroom has a profile for this one. Try Dealroom →. Terms were not disclosed. The deal, announced in late October 2026, moves Heyday production to Crownline's facility in West Frankfort, Illinois.
What each side brings: Heyday, founded in 2016 and bought by Brunswick that same year, makes wake, ski, and surf boats aimed at beginner and intermediate boaters. Whisper Marine, a division of Tennessee-based Whisper USA, already builds pontoons and Crownline's sport, deck, and cruiser boats.
Why now? The purchase is Whisper Marine's third in under a year, following Qwest Pontoons in December 2025 and Crownline BoatsDealroom has a profile for this one. Try Dealroom → in mid-2026. Adding Heyday gives it a dedicated wake and surf line to sit alongside those brands.
What's the endgame? Whisper Marine says the acquisitions are part of a multi-year plan to build a portfolio of American-made marine brands across distinct segments. "In less than a year we've gone from one pontoon line to a full family of American-built boats, and we're just getting started," said Paul Hoilman, chief operating officer of Whisper USA.
What could go wrong? The company must hold on to Heyday's dealers and customers through the production move to Illinois. "Our dealers are the heart of this business," Hoilman said, adding that Whisper Marine intends to keep the brand in showrooms and invest in it.
The seller's view: Vittorio Bichucher, president of Brunswick's Venture Boat Group, said Heyday "has built a loyal following among dealers and customers" and that Whisper Marine "is well positioned to lead the next chapter of Heyday's growth and success."
The signal: The roll-up comes as the US powerboat market stays soft; the National Marine Manufacturers Association estimated 2025 unit sales fell 8 to 10%, with 2026 expected to be roughly flat. That frames the deal as a bet on accessible boating segments in a cautious market — one whose payoff hinges on a smooth transition.
Read more: boatblurb.com
Image credit: Branson Missouri
