Beneteau (est. 1884) is definitely one of the most cutting edge and successful sailboat and powerboat manufacturers around today (it is also the largest). The company recently launched BYC, the Beneteau Yacht Club.

It makes so much sense: you get passionate yacht lovers together and give them clear added value which in turn drive loyalty and, most importantly, gives the company a clever way to keep in touch with clients or prospects (CRM). As a member, you can have access to VIP Events, a member’s directory, and access “secret” previously unpublished material about the company and its boats.

One massive drawback: it costs 70 euros (France) or 60 euros (International) for two years. The  problem is not that it costs too much but that we believe many potential members will not join by principle.