Things Are Shaking

B

Brian John

Well-known member
Joined
Aug 17, 2023
Messages
246
Location
Kilmarnock, VA
Fluid Motion Model
R-31 CB
Vessel Name
Shutter Speed II
After 5 great years cruising in a Ranger Tug 27 OB here in Alaska, I gotta thank Andrew Custis, Tim Bates and the others for getting me in the boat. My experiences in sales and service were top-notch. All the best to the guys/gals at Ranger Tug during the transition!
 
oh!

Correct Craft is PE-owned out of Indiana (Ambassador Enterprises)
New CEO Zach Hutcheson as of April 1st 2026 (was CFO of Correct Craft - which typically means they are a cost optimization leader vs. an innovation and customer-centric leader)

Clearly, they are buying new revenue streams for Correct Craft, but lots of questions about the operational efficiencies they will bring to Fluid Boats that may or may not degrade the quality / value of the product. Pretty universal PE playbook.

Huge congrats to the Livingstones who built a great company and got to an exit - no small feat! but it does paint an uncertain future for the brands. Perhaps some of the pre-Correct Craft boats will have ongoing value as a result?
 
Not sure who will read this but this community hopes customer service will not be sacrificed to lower overhead costs as this is certainly one of the paramount strengths of Fluid Motion........fingers crossed!
 
It’s pretty rare that things get better under private equity. Hate to be pessimistic but this is definitely a huge bummer knowing how most companies go once they’re bought by PE.

If the folks we’re all familiar with at Fluid Motion start disappearing, it’ll be clear what’s happening and what to expect customer-service wise…

I’ve been on the receiving end of layoffs due to private equity before. Good way for stakeholders to grow their wealth, not so good for everyone else.
 
brtnstrns said:
It’s pretty rare that things get better under private equity. Hate to be pessimistic but this is definitely a huge bummer knowing how most companies go once they’re bought by PE.

If the folks we’re all familiar with at Fluid Motion start disappearing, it’ll be clear what’s happening and what to expect customer-service wise…

I’ve been on the receiving end of layoffs due to private equity before. Good way for stakeholders to grow their wealth, not so good for everyone else.
Click to expand...
Are you saying Sears, Toys-R-US, and Radio Shack are not still the industry leaders they once were?
 
Brian John said:
With all respect, could we change the title of the thread “Things are shaking” which sounds like an engine mount issue to something like “ Correct Craft Acquires Fluid Motion LLC”, which sounds like the story it is? We may get less duplicates?

Correct Craft Acquires Fluid Motion LLC, Which Includes Ranger Tugs, Cutwater Boats, and Solara Boats​


correctcraft.com

Correct Craft Acquires Fluid Motion LLC, Which Includes Ranger Tugs, Cutwater Boats, and Solara Boats

ORLANDO, Fla. (July 23, 2026) – Today, Correct Craft announced the acquisition of Fluid Motion, the parent company of Ranger Tugs, Cutwater Boats, and Solara Boats. Fluid Motion will continue to…
correctcraft.com correctcraft.com
Click to expand...
 
Likely to have the same stifling effect as Boston Whaler being acquired by Brunswick...choose whatever outboards you like, so long as they are Mercury Marine. Oh well, at least there are an increasing number of good Pilothouse alternatives out there, like SeaSport, OceanSport, etc.
 
Fluid Motion just got bought out by Gordon Gecko!

ChatGPT Image Jul 25, 2026 at 06_17_30 PM.png
 
If Tim, Sam, Ivan, Andrew, and the other great team members stay on then I feel Fluid Motion will continue to be an excellent company.

Going forward, we may find that this forum will assume even more importance in terms of trouble shooting and sharing experiences. I've been very appreciative of the members who have provided advice and assistance on this platform and I'm sure that will continue.
 
I am hopeful that the current staff are treated well and benefit from the change.

It would have been great if FM owners family could have done like Grady-White owner Eddie Smith recently did -

Sell the Company for $400 Million? He’s Giving It Away Instead.​

After his sole heir died, Eddie Smith, the owner of Grady-White Boats, looked for a way to pass on his legacy. He was inspired by Patagonia to pledge future profits to charity.
 
As a former R31S owner, I have nothing but greatest respect and deepest gratitude to Andrew, Tim, Ivan, Kenny. All my experiences with them were outstanding and their involvement was not only exemplary from the customer service point of view, but I was treated like a family and I'm not alone in this, they gave their best to all FM customers. They are the heart and soul of FM. I still love Ranger Tugs brand, R31 is an outstanding and extremely capable vessel which kept me safe during my journeys, and I have complete trust in quality of the build. It breaks my heart even to think the FM might lose brand identity, I hope Correct Craft will keep all people, facilities, and customer service intact. There are many other ways to optimize business processes and functions, and I hope restructuring will be focused on components standardization, uniform QC processes, shared suppliers, etc., not on changing the culture of FM.
 
I did a little research and found the following:
Calling Ambassador Enterprises simply “private equity” gives the wrong impression.

What Ambassador Enterprises actually is:​

  • A private investment firm / holding company
  • Founded by a single wealthy investor (Daryle Doden)
  • Takes long-term ownership stakes, not quick flips
  • Often operates businesses as “platform companies” with long horizons
Keep existing brand identity intact
Invest in manufacturing + dealer networks
Focus on premium positioning, not cost-cutting to the bone
Avoid over-leveraging businesses

This is more like Berkshire Hathaway or Brunswick buyout and less like a West Marine.

Correct Craft is a privately held, family/employee-owned company
Founded in 1925, long history in marine manufacturing
Known for Nautique (premium ski/wake boats) and Parker
Leadership has emphasized long-term ownership, not financial engineering
Correct Craft has quietly built a portfolio, including:

  • Centurion Boats
  • Nautique
  • Parker
  • Supreme Boats
  • Indmar Marine Engines
  • SeaDek

Potential positives​

  • More resources (engineering, supply chain, capital)
  • Expanded dealer/service network
  • Better parts availability & support
  • Shared tech (electrical systems, materials, manufacturing)

Possible risks​

  • Some standardization across brands
  • Potential price increases (Correct Craft plays premium)
  • Cultural shift over time
I do not think this is as bad as some of the previous posts suggest. Yes, there may be some changes to come in the future but, I think overall this is a good scenario for the sale of Fluid Motion.

This is just my opinion and everyone has one.
 
That is good to hear. The PE stradigy of leveraging the companies they purchase with unsurmountable debt and pocketing all that money to double or triple their purchase price is disgusting. In this country when college students started exploiting the bankruptcy system laws were changed immediately, yet these PE firms have been getting away with it for 25 years.
In the downtown of my town a massive building is still empty from the scheme pulled with Gottschalk's clothing store. There is a paid in full 99 year lease on it so it just sits empty.
If you ask me, this is not what capitalism is about.
I truly hope FM does well under the new ownership, the employees have been doing great work and deserve a solid future.
 
DC3 said:
I did a little research and found the following:
Calling Ambassador Enterprises simply “private equity” gives the wrong impression.

What Ambassador Enterprises actually is:​

  • A private investment firm / holding company
  • Founded by a single wealthy investor (Daryle Doden)
  • Takes long-term ownership stakes, not quick flips
  • Often operates businesses as “platform companies” with long horizons
Keep existing brand identity intact
Invest in manufacturing + dealer networks
Focus on premium positioning, not cost-cutting to the bone
Avoid over-leveraging businesses

This is more like Berkshire Hathaway or Brunswick buyout and less like a West Marine.

Correct Craft is a privately held, family/employee-owned company
Founded in 1925, long history in marine manufacturing
Known for Nautique (premium ski/wake boats) and Parker
Leadership has emphasized long-term ownership, not financial engineering
Correct Craft has quietly built a portfolio, including:

  • Centurion Boats
  • Nautique
  • Parker
  • Supreme Boats
  • Indmar Marine Engines
  • SeaDek

Potential positives​

  • More resources (engineering, supply chain, capital)
  • Expanded dealer/service network
  • Better parts availability & support
  • Shared tech (electrical systems, materials, manufacturing)

Possible risks​

  • Some standardization across brands
  • Potential price increases (Correct Craft plays premium)
  • Cultural shift over time
I do not think this is as bad as some of the previous posts suggest. Yes, there may be some changes to come in the future but, I think overall this is a good scenario for the sale of Fluid Motion.

This is just my opinion and everyone has one.
Click to expand...
Thank you for this comment. Sometimes we have a tendency to shoot from the hip without doing the research. Remarks like yours that are backed up by facts provide insight that is useful. I think it is smart to be aware that changes will come, but looking at worst case examples of other mergers only spreads fear. I’m a big fan of Fluid Motion and I think the people that I know there are top notch. Is there room for improvement? There always is. We may not even see the changes, but there can be efficiencies achieved that make the products and services better. Let’s continue to watch this and speak from facts.
 
DC3 - so a Family Office investor. Great summary -
 
As Fluid Motion moves forward under new ownership it is my hope that the new owners take some time to investigate what has made FM so successful. I believe they will find that it has largely been the dedicated and loyal employees who have worked tirelessly for years to build the FM brand and who have put together a team that not only produces an incredible product but who also provide customer service that is at the top of the industry. Please keep the people who have been so responsible for the success of FM in place so that they can continue to do their amazing work!As Fluid Motion moves forward under new ownership it is my hope that the new owners take some time to investigate what has made FM so successful. I believe they will find that it has largely been the dedicated and loyal employees who have worked tirelessly for years to build the FM brand and who have put together a team that not only produces an incredible product but who also provide customer service that is at the top of the industry. Please keep the people who have been so responsible for the success of FM in place so that they can continue to do their amazing work!
 
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