Lex Raas of US-based MarineMax has spent the previous decade driving the worldwide recognition of powercats with Aquila. It’s the South African’s newest industry-shaking transfer, having additionally helped create Leopard Catamarans and led the speedy progress of constitution multihulls with The Moorings throughout a 50-year profession in constructing boats.
Forward is an interview with Raas the place he shares with us his journey within the yachting world.
How did your boating journey all over the world start?
I grew up in South Africa, moved to France, then moved to the US, France and US once more, and spend a lot of the 12 months in Hawaii. We’ve dragged our children by three continents, which has been enjoyable and good for everyone, I consider.
I’ve been within the boating sport all my life, actually. My dad was very a lot into crusing and racing, so I grew up crusing and skiff rowing in South Africa. I dropped out of college and began constructing boats, constructing my first trimaran once I was 15. I’m now 65, so I’ve spent the final 50 years within the {industry}!
I went to varsity for some time and kind of completed up faculty, however didn’t get pleasure from it, so went again to constructing boats. My spouse and I had a manufacturing unit with about 80 employees. We had been constructing small manufacturing sailboats, primarily based on Quarter Ton Cup and Half Ton Cup, and I used to be additionally racing. Within the early Eighties, we turned the South Africa importer for Beneteau and that went so nicely that we shut down our personal manufacturing unit.
In 1984, sanctions had been taking impact, there was a recession and by 1985 the change charges divided by three, so it was ‘sport over’ for importing boats. One among my youngsters had completed highschool, one was shut and the opposite two had been younger, so it was time to assume what we must always do as a household. I noticed the challenges sooner or later in South Africa for my youngsters. I reached out to Beneteau they usually mentioned I’d have a job with them as quickly as I acquired to France. I didn’t even have it in writing, however we took the children over to France.
Inform us about your time at Beneteau, which concerned extra massive strikes.
At the moment, Beneteau was organising its operation within the US (in Marion, South Carolina). I used to be about 9 months into my job in France after they requested if I needed to maneuver to the States and I mentioned, “let’s go”. Loads of my job was virtually Americanising the model, so I acquired to study so much in regards to the American market. There have been important variations, though there are much less immediately.
I used to be CEO of Beneteau USA for a short time, then they requested me to take cost of the complete growth workplace in France, so I went again and spent the final year-and-a-half of my eight years with Beneteau on this position. In these days, Beneteau was the trend-setter by a protracted shot, so it was a very cool position.
What led to the transfer to The Moorings?
I used to be promoting Beneteau boats to The Moorings, so acquired to know them rather well. As a result of my youngsters had been in highschool and college, we needed to return to the US and The Moorings supplied me a job in 1994. It was a extra junior place, Logistics Director, which I’ve finished a few instances when shifting firms — take a step down however lookup at the place we will go. I finally turned CEO and later oversaw the merger with Sunsail. I used to be with them till 2010, simply after the worldwide financial meltdown.
What led to the manufacturing of Leopard catamarans at Robertson & Caine in South Africa?
After I joined The Moorings, I oversaw buying the boats, specs and customer support. The Moorings had six or seven French-built catamarans. I had at all times been a little bit of a multihull man and thought catamarans was the best way to go. At that time, there was solely a handful of catamarans within the Caribbean and I surveyed individuals who used them. Essentially, they cherished catamarans, however they didn’t like sure elements just like the galley being beneath deck, the traveller within the cockpit and engines too small for after they needed to motor upwind.
I realised catamarans had been the way forward for constitution, made a presentation to construct some new designs and acquired the go-ahead from the Government Committee. Then they requested, who’s going to construct them? I wanted to discover a builder, however no one was . I approached the massive catamaran builders in France, however they wouldn’t make the modifications I needed, which included an enormous platform on the again, traveller on the highest and quite a lot of different issues which might be regular on catamarans immediately.
In the long run, I referred to as up my buddy John Robertson in South Africa, the place we had constructed some racing boats collectively and requested him if he was involved in constructing some cats. We talked and that’s the way it began. The Moorings positioned an order for 18 Leopards. We launched the Moorings 4500 (Leopard 45) in 1997 and it gained Boat of the Yr straight out of the block and the large progress in catamarans in The Moorings started. We went from cats making up a number of per cent of our fleet to 60 per cent by the point I left in 2010. Crusing cats had been tremendous area of interest, however now they’re mainstream.
So, what led to the facility catamarans?
That’s a enjoyable story as nicely. At The Moorings, we began an influence constitution enterprise referred to as Nautic Blue. We purchased some monohull motor yachts as a result of we thought powerboat house owners wouldn’t even consider energy catamarans — there have been no powercats again then. Nevertheless, we had quite a lot of points with reliability, props, shafts, as a result of they simply weren’t constructed for constitution. The attention-grabbing factor is that the boat would break down and we’d inform the purchasers they may use a crusing cat, however don’t put up the sails — simply drive it. Then guys had been coming again, saying, ‘Wow, we’re again subsequent 12 months! That is the perfect trip we’ve had.’ And that was all as a result of they’d been on a catamaran. So, then we simply transformed the sailboat hulls, added to a flybridge, and that’s how Leopard powercats began in 2005.
We modified the title Nautic Blue to Moorings Energy. We initially selected Nautic Blue, a unique model, as a result of we thought powerboaters and sailors don’t actually combine, however that was garbage. They do combine as a result of all of them simply wish to have a great time within the Caribbean. By the tip of 2010, after 16 years, I left on a one-year non-compete clause after which began working for MarineMax.
How did becoming a member of MarineMax lead so rapidly to Aquila?
We began MarineMax Holidays and Aquila at just about the identical time. As MarineMax is a powerboat firm, we determined to deal with constructing powercats as a result of there have been already quite a lot of crusing cats within the Caribbean and Leopard had been the one actual powercats. I used to be fortunate to have the help of Invoice McGill, co-founder and then-CEO, and likewise the daddy of present CEO Brett McGill.
We requested fairly a number of builders, however every mentioned they didn’t see a future for powercats, so there I used to be once more, searching for a builder. This time, we approached Sino Eagle as a result of that they had constructed some Leopards, so there was a relationship. I referred to as Frank Xiong of Sino Eagle and put him along with Invoice McGill and we began Aquila, with MarineMax inserting some orders.
On each events (beginning Leopard and Aquila), if I hadn’t actually believed in what I used to be doing, it may simply haven’t occurred. Nevertheless, I’ve been very lucky in having nice help every time. I’ve labored for the world’s greatest sailboat builder, the most important constitution boat enterprise, now I work for the most important boat retail enterprise and all of them had unimaginable individuals to work with.
I may by no means have finished what I’ve finished with out these individuals and CEOs like Invoice McGill, who supported me even when there was quite a lot of opposition within the {industry} and typically internally. They’ve all modified their minds now. And I’m nonetheless right here at MarineMax, heading growth at Aquila and maintaining the connection with Sino Eagle on a robust footing.
How did Aquila develop from constructing powercats for MarineMax Holidays?
I would like to emphasize that the constitution enterprise is such a small piece of Aquila. We’ve most likely solely acquired about 20 or so boats within the MarineMax Holidays fleet, so constitution is a tiny piece of our enterprise in comparison with different catamaran builders. The Aquila boats had been actually developed as personal boats and tailored a bit for constitution, the alternative to another manufacturers. What I rapidly realised once I joined MarineMax is there is no such thing as a higher firm to promote boats. They’re superb, ultra-professional. They’ve every little thing lined for a ship proprietor.
I at all times say, no stool stands on one leg. To have a profitable enterprise mannequin within the boating {industry}, you want three legs: innovation, distribution and manufacturing. If any of these aren’t working, it’s not a long-term play. We’ve used J&J Design from the start and now we’ve expanded to different designers as a result of we’re shifting into completely different segments of the {industry}.
Which fashions and options have established Aquila’s repute?
The 44 Yacht was the primary boat of that measurement with a full-beam grasp cabin, in order that was an actual breakthrough. The ahead stairs from the flybridge to the foredeck turned a part of our DNA for the inboard boats and it’s so sensible, so that you see it on the brand new 54 Yacht and 70 Luxurious.
Innovation is typically taking two good concepts and making them into an awesome concept. Very often, quite a lot of the issues I did, I wouldn’t say it was fully my concept. Most likely somebody has already finished it, however they didn’t do the opposite three issues that related to it and introduced all of it collectively.
The aft bar connecting the cockpit and the galley was new after we began however is frequent now. As a result of you have got a lot room on cats, it’s essential to create completely different locations to hang around.
One other characteristic I like is our steps from the swim platform. They’re excessive however should you flip round, you’ll see they’re large enough to make use of as seats and face the water. We have now virtually stadium seating in the back of the boat.
For our larger boats, now we have bulbs on the entrance of the hulls. Cats have fairly slender bows and carry quite a lot of weight because of the flybridge and hardtop. For instance, the 44 is a comparatively quick boat with quite a lot of peak. When you’re going right into a chop, the bulb creates an unlimited quantity of extra buoyancy, which dampens the movement, so all our inboard yachts have bulbs.
Our subsequent hottest boat was the 36, a quick outboard with two cabins; it’s like a crossover with motor yachts. It created a totally new place available in the market and took quite a lot of market share towards established monohull yacht manufacturers within the US. We are able to’t construct them quick sufficient.
We lately created the Cruiser model by including aft sliding doorways so you may enclose the saloon. We now have three variations: the true sporty model with the low windscreen; the total peak windscreen with the again open, which I name ‘semi-sport’; and now the total windscreen with sliding door, like a correct cabin cruiser.
What has been the suggestions to the underwater Hydro Glide Foil System developed by Morrelli & Melvin, first made obtainable on the Aquila 36 Sport?
It’s superb how a lot take-up we’ve had. It has been chosen on a couple of third of the orders because it has been obtainable. It really works amazingly nicely and improves effectivity and journey. It’s extra foil help than actually foiling.
To get the identical pace as twin 300hp engines and the foil, you’d placed on twin 400hps and no foil. Each would attain the higher 40s in mph, however the 300s supply higher financial system as a result of more often than not persons are operating the boats at 35-37mph (30-32 knots). With the foil, you’ve acquired 35 per cent extra vary or effectivity at these speeds. That’s large.
The foil has much less depth than the props so you may seashore the boat. They’re actually, actually robust. We’re placing them on the 44, the place the effectivity or vary improves by about 18 per cent and the journey is notably higher as a result of the foil lifts the boat so there’s extra tunnel clearance.
It has been used on ferries all around the world. Foils at the moment are on surfboards, catamarans, America’s Cup, SailGP, so have gotten extra frequent. It’s an thrilling interval and we’ve acquired a stable programme for foils, though the market is barely beginning to prepare for it. Invoice [McGill] pushes me arduous on it as he believes it’s the longer term and Frank [Xiong] at Sino Eagle is all for it. It’ll be a part of Aquila’s DNA, for positive, and can be an possibility on most boats. We’ll lead the manufacturing builders in using these foils. I actually assume it’s going to take off.
How are gross sales of the one-cabin Aquila 32 Sport, which was lately reintroduced after changing the wraparound platform with an prolonged hull and stuck central platform?
Gross sales are choosing up like loopy proper now. The wraparound platform labored fantastic and it’s on fairly a number of boats, but it surely was actually a problem with value. It was fairly a major possibility on a comparatively small boat and added weight to an space the place individuals had been already placing twin 300hp engines.
The problem is that the 32 might usually have the identical engines because the 36 and many individuals merely select to pay the additional cash to get an additional cabin, additional rest room, extra space. Most instances we lose a 32 sale to a 36, to not one other model, which is okay for us. Gross sales should not as robust because the 36, however I’m assured the 32 will do nicely as there’s now extra separation on worth – we wanted to maintain the worth ‘lanes’ additional aside.
Shifting to the opposite finish of your vary, why did you launch the primary models of the 54 Yacht and the brand new flagship 70 Luxurious on the similar time?
Accidentally! The 70 was designed and developed a very long time earlier than the 54. We did quite a lot of surveys as a result of we needed to see how one can differentiate the 70 from the rivals on the market. Loads of motor yacht house owners and patrons had been involved in giant powercats however didn’t just like the ‘squared-off’ look and needed one thing sleeker and sexier. In addition they needed pace extra like a monohull motor yacht of that measurement, so the 70 is a comparatively slender powercat. It was additionally meant to be semi-production, perhaps a few models a 12 months, with a versatile inside, actually high-end furnishings and gear, carbon-fibre bulkheads and so forth.
Our 48 had not been as profitable within the personal market because the 44, so we had an enormous hole between the 44 and 70, and the 54 suits proper in. The 54 is a manufacturing boat and the beam-to size ratio is extra just like the 44 and cats by different conventional catamaran builders. We began creating the 54 a lot later than the 70 however we acquired so within the 54 that we fast-tracked its growth. The 70’s launch was slowed down due to this and it simply so occurred the primary models got here out on the similar time.
Have you ever been shocked by gross sales of the 54? They’re astonishing for an enormous new boat.
It’s loopy. I’ve by no means identified a ship promote so nicely even earlier than it has been proven. The 54 follows the appears of the 70 regardless that it’s virtually as huge (it has a 25ft 2in beam in comparison with 26ft 11in on the 70). It’s a really high-volume boat with the choice of three, 4 or 5 cabins, so there’s flexibility within the design. The ahead full-beam master bedroom is a large factor. J&J did a powerful job.
It additionally has a very cool crane system that I designed with J&J and makes use of Harken sailboat gear. The crane slides aft out of the flybridge to connect to the dinghy, extends to place the dinghy within the water, then retracts. It retains the boat trying clear. The 70 has a central platform that tilts like a slipway, which is faster however makes use of up size, which we will afford on the 70 however not the 54.
Are you able to additionally discuss how Aquila has grown since 2017 from being a US-centric model to changing into genuinely world together with rising gross sales in Asia, the place Simpson Marine is amongst sellers?
Yvan Eymieu has finished a very good job since changing into Worldwide Gross sales and Distribution Supervisor in 2017. Enterprise is about individuals. I knew Yvan from The Moorings, managed to persuade him to affix us and he’s been stellar. I’ve been asking him what he’s consuming as a result of
we have to share it!
He has pushed us arduous in sure areas to contemplate his markets. On the 54, now we have a full Asian format, on the 70 now we have a full Asian format which can also be considerably European with the galley beneath, so there’s a way more open saloon. There at the moment are a variety of layouts able to go.
Curiously, when he was first organising the worldwide community, he was taking a look at catamaran sellers, then all of us realised we ought to be working with motor yacht sellers and positioning ourselves in another way. Have a look at MarineMax itself, for starters, which is promoting Azimut, Galeon and Aquila. In addition to catamaran lovers, we’re additionally interesting to monohull motor yacht house owners.
Some individuals had been apprehensive a couple of new catamaran model, but when I hear of another person constructing catamarans, I’m like, ‘convey it on’, as a result of I consider there’s room for all of us. Catamarans are simply beginning. The extra individuals advertising and marketing catamarans, the higher for all of us and it’ll drive all of us to maintain constructing higher boats.
Your son Jean is CEO of Sino Eagle’s US workplace, whereas Alain was appointed Aquila’s Model Supervisor final 12 months. How is it working along with your sons — and do you have got every other household working with you?
Ha ha — now we have one other son, David, and a daughter who’s a physician. Jean and David used to work at The Moorings with me, then David moved into advertising and marketing and has his personal firm.
Final 12 months, we had been searching for a Model Supervisor and Alain mentioned he was , so I steered he communicate to Dave Bigge, our VP of Worldwide Gross sales. He mentioned, wow, he’ll be excellent. I didn’t rent Alain, however I’m proud he’s onboard. Working with household could be a double-edged sword, however individuals know I’m harder on household than others.
Alain stories to Dave Bigge, whereas Jean is a part of Sino Eagle, so he stories to Frank Xiong. It’s fairly cool to have the ability to work with two of my sons. I don’t know what number of extra years I’ll hold doing this, so hopefully they’ll take over a few of my work!
How do you’re feeling trying again at what you’ve achieved, notably within the catamaran sector?
The true success of Leopard and now Aquila have been because of the administration executives at numerous instances to help my imaginative and prescient, regardless that it appeared ‘proper area’ to most {industry} folks at these instances. Proper from racing rowing boats in school, racing sailboats later and the 50 years I’ve spent creating boats and in government positions at marine firms, I’ve recognised you want the appropriate individuals round you to get to the highest.
Whereas my imaginative and prescient could appear associated to the product, that’s solely a 3rd of what I deal with with a brand new model. As talked about, the opposite two are distribution and manufacturing, they usually’re harder to ascertain. You want all three to succeed.
For Aquila, we now have top-of-the-line boat factories on this planet with the Xiong household, MarineMax as distributors within the US-led by Brett McGill, and the superb work that Yvan [Eymieu] has finished in organising a world supplier community that represents the perfect of their markets. It has been really a exceptional outcome within the few years that Aquila has existed.
It has taken a village of wonderful folks to get to the place we’re immediately, constructing 14ft to 70ft pure energy catamarans. And the cool factor is, we’re solely getting began.
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