Transportation and Logistics

Transforming a Former Regional Boat Brand to a Global Brand

BACKGROUND

Sailfish Boats, based in Cairo, Georgia, designs and manufactures center console, dual console, walk around and bay boats for both serious anglers and families alike. Focusing on comfort, ergonomic functionality, and style, Sailfish models are ideal for both inshore and offshore waters and the company aims to deliver purposeful, practical, and powerful boats with best-in-class value.

HISTORY

Sailfish was established in 1986 by Paul Hoppes, who served as the CEO until 2020. In 2017, Paul wanted a partner to help grow and carry the brand forward. “The consideration for who I partnered with had a lot to do with how I felt about the people,” said Hoppes. Sailfish had five potential suitors willing to buy the company, but Georgia Oak stood out because of their focus on local businesses and a committed legacy-minded approach. “Georgia Oak is interested in the product, they’re interested in the industry, they’re interested in the right kind of growth,” Hoppes avowed. “They brought tremendous assets to the party.” Sailfish began their partnership with Georgia Oak in 2017.

RESULTS

Georgia Oak focused on marketing, operations, and finance, helping grow Sailfish into the successful fishing boat company that they are today. They more effectively communicated the quality and value of their boats by building a new website, refreshing the company slogan, and expanding the leadership and marketing team. “We were the best kept secret in the marine industry and now we’re no longer a secret,” said Hoppes. Georgia Oak also helped facilitate improvement in HR and internal communications, while streamlining processes and reporting to improve finances and operations. By the end of 2020 the partnership resulted in Sailfish acquiring several new dealers and becoming one of the best sales, service, and customer relationship organizations in their market segment. “With Georgia Oak's help, I see a legacy company that goes on long after I’m gone,” said Hoppes.

SAILFISHBOATS.COM