In September 2023 Brunswick announced the acquisition of Fliteboard. About one year later Flite Founder David Trewern left the company.
For those who don’t know: Brunswick owns brands such like Mercury, Bayliner, SeaRay and many other boating brands. They are huge.
Will Fliteboard as part of such a big organization be able to keep its innovation and passion?
It seems that the first partners are getting mad about Fliteboard. I found this on Instagram from “Fliteschool_Bali”:
(Not sure what kind of press release it is, but there seems to be a screenshot of a newspaper further down)
Press Release: Fliteboard’s Icarus Moment - A Betrayal of Partnerships and Principles
Fliteboard, the iconic pioneer of premium
eFoiling, has reached its Icarus moment. Following its acquisition by Brunswick Corporation, a once-shining example of innovation and integrity is now in free fall. The brand’s identity, customer trust, and long-standing partnerships are being sacrificed in a ruthless pursuit of profit.
Corporate Greed Over Community
Fliteboard’s authorized partnerships were the backbone of its global success, representing a network of dedicated Fliteschool operators who invested heavily in their businesses to uphold and promote the brand. These partnerships were not merely transactional but built on mutual trust and a shared vision of long-term growth. Partners were the face of the brand, embodying its values and delivering exceptional customer experiences worldwide.
However, since Brunswick Corporation’s acquisition, these partnerships have been treated as expendable. Longstanding territorial agreements, which once provided stability and fairness to partners, have been slashed with little to no consultation. With a stroke of a pen, contracts that safeguarded the livelihoods of partners evaporated overnight, leaving many to face financial uncertainty.
One former Fliteschool partner lamented, “We helped build Fliteboard into what it is today, and now we’ve been discarded like yesterday’s news. It feels like everything we stood for has been betrayed.”
This ruthless approach signals a stark departure from Fliteboard’s original values, replacing collaboration and loyalty with corporate indifference and centralized control. The consequences for the Fliteschool community are devastating, eroding trust not just in the brand but in the broader ecosystem that made Fliteboard successful.
A Betrayal of Values
For years, Fliteschool partners served as the stewards of the Fliteboard brand. They were more than distributors; they were ambassadors who cultivated a global reputation for innovation, sustainability, and premium experiences. These partners worked tirelessly to bring the magic of eFoiling to new markets, often investing significant personal and financial resources to align with Fliteboard’s high standards.
The acquisition by Brunswick has completely upended this dynamic. Instead of being treated as valued stakeholders, partners are now viewed as obstacles to a corporate agenda that prioritizes short-term profit over long-term vision. The dismantling of these partnerships sends a clear message: loyalty and shared values no longer matter.
“This is not the Fliteboard we believed in,” said a long-time partner. “We were part of a family, but now it’s just a cold, profit-driven machine.”
This betrayal of values is not just a loss for partners; it is a loss for the customers who relied on this network for reliable service and support. Without these dedicated partners, the integrity of the Fliteboard brand is at serious risk.
Eating Their Own for Profit
Brunswick Corporation’s takeover of Fliteboard exemplifies the destructive nature of unchecked corporate greed. By eroding trust and dismantling relationships, Brunswick is effectively cannibalizing the very foundation of Fliteboard’s success. The company’s focus on cost-cutting and centralization comes at the expense of the very people who championed its growth and popularity.
“This isn’t just about poor strategy,” said an industry analyst.
“This is about a corporation so focused on short-term gains that it’s willing to destroy the pillars that made Fliteboard a global leader.”
The decision to eliminate long-term agreements and partnerships is more than just a business misstep—it is a reflection of a company willing to “eat its own” for the sake of immediate profits. By casting aside those who built the brand, Brunswick is not only alienating Fliteboard’s core community but also putting its future at risk.
A Crisis for the Future
The fallout from Brunswick’s actions is already being felt across the Fliteboard ecosystem. Long-time customers, who valued the personalized care and service of Fliteschool partners, are expressing frustration and distrust. Complaints about diminishing quality, lack of support, and a loss of the brand’s premium experience are growing louder.
Analysts warn that this erosion of trust is paving the way for competitors to step in and capture market share. Companies that remain committed to their partners and customers are seizing the opportunity to position themselves as the new leaders in the Foiling industry.
“This could be the beginning of the end for Fliteboard as we know it,” said an industry expert. “Without its community of partners and the loyalty of its customers, it risks becoming just another product in a crowded market.”
If Brunswick does not act swiftly to repair the damage-by reinstating trust with partners, honoring agreements, and prioritizing long-term value over short-term profits-it could irreparably harm Fliteboard’s reputation and future.
Wow, not sure if this an crazy individual or really happening?
I am curios to know if anybody made similar experiences with Fliteboard in 2024?
