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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 around the globe 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 youngsters via 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 school for some time and type of completed up college, however didn’t take pleasure in 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 grew to become the South Africa importer for Beneteau and that went so effectively that we shut down our personal manufacturing unit.
In 1984, sanctions had been taking impact, there was a recession and by 1985 the alternate charges divided by three, so it was ‘sport over’ for importing boats. One in every of my children had completed highschool, one was shut and the opposite two had been younger, so it was time to assume what we should always do as a household. I noticed the challenges sooner or later in South Africa for my children. I reached out to Beneteau and so they mentioned I’d have a job with them as quickly as I bought to France. I didn’t even have it in writing, however we took the youngsters over to France.
Inform us about your time at Beneteau, which concerned extra large 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 wished to maneuver to the States and I mentioned, “let’s go”. A variety of my job was virtually Americanising the model, so I bought to be taught lots concerning the American market. There have been vital variations, though there are much less right this moment.
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 function. In these days, Beneteau was the trend-setter by an extended shot, so it was a very cool function.
What led to the transfer to The Moorings?
I used to be promoting Beneteau boats to The Moorings, so bought to know them rather well. As a result of my children had been in highschool and college, we wished 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 performed a few occasions when transferring firms — take a step down however lookup at the place we are able to go. I finally grew to become 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?
Once 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. Basically, they liked catamarans, however they didn’t like sure points just like the galley being beneath deck, the traveller within the cockpit and engines too small for after they wished to motor upwind.
I realised catamarans had been the way forward for constitution, made a presentation to construct some new designs and bought 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 large catamaran builders in France, however they wouldn’t make the adjustments I wished, which included a giant platform on the again, traveller on the highest and numerous different issues which are regular on catamarans right this moment.
Ultimately, 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 excited about 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 12 months straight out of the block and the large progress in catamarans in The Moorings started. We went from cats making up just a few 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 effectively. 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 homeowners wouldn’t even consider energy catamarans — there have been no powercats again then. Nevertheless, we had numerous 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 shoppers 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 most effective 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 identify 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 an excellent time within the Caribbean. By the top 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 numerous 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 just a few builders, however every mentioned they didn’t see a future for powercats, so there I used to be once more, on the lookout 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 putting 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 unbelievable folks to work with.
I may by no means have performed what I’ve performed with out these folks and CEOs like Invoice McGill, who supported me even when there was numerous 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 powerful footing.
How did Aquila develop from constructing powercats for MarineMax Holidays?
I want to emphasize that the constitution enterprise is such a small piece of Aquila. We’ve most likely solely bought 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 isn’t any higher firm to promote boats. They’re wonderful, ultra-professional. They’ve all the things 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 transferring into completely different segments of the {industry}.
Which fashions and options have established Aquila’s fame?
The 44 Yacht was the primary boat of that dimension with a full-beam grasp cabin, in order that was an actual breakthrough. The ahead stairs from the flybridge to the foredeck grew to become 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 important thought. Very often, numerous the issues I did, I wouldn’t say it was fully my thought. In all probability somebody has already performed it, however they didn’t do the opposite three issues that linked to it and introduced all of it collectively.
The aft bar connecting the cockpit and the galley was new after we began however is widespread now. As a result of you have got a lot room on cats, you should 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’ve got virtually stadium seating behind the boat.
For our greater boats, we’ve got bulbs on the entrance of the hulls. Cats have fairly slender bows and carry numerous weight as a result of flybridge and hardtop. For instance, the 44 is a comparatively brief boat with numerous peak. Should 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 out there and took numerous 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 possibly can enclose the saloon. We now have three variations: the true sporty model with the low windscreen; the complete peak windscreen with the again open, which I name ‘semi-sport’; and now the complete 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 out there on the Aquila 36 Sport?
It’s wonderful how a lot take-up we’ve had. It has been chosen on a couple of third of the orders because it has been out there. It really works amazingly effectively and improves effectivity and experience. It’s extra foil help than actually foiling.
To get the identical velocity 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 economic system as a result of more often than not individuals are working the boats at 35-37mph (30-32 knots). With the foil, you’ve bought 35 per cent extra vary or effectivity at these speeds. That’s huge.
The foil has much less depth than the props so you possibly can seaside 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 experience is notably higher as a result of the foil lifts the boat so there’s extra tunnel clearance.
It has been used on ferries everywhere in the world. Foils are actually on surfboards, catamarans, America’s Cup, SailGP, so have gotten extra widespread. It’s an thrilling interval and we’ve bought a strong programme for foils, though the market is simply beginning to prepare for it. Invoice [McGill] pushes me arduous on it as he believes it’s the long run and Frank [Xiong] at Sino Eagle is all for it. It’ll be a part of Aquila’s DNA, for positive, and will likely be an choice on most boats. We’ll lead the manufacturing builders in the usage of 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 glued central platform?
Gross sales are selecting up like loopy proper now. The wraparound platform labored fantastic and it’s on fairly just a few boats, however it was actually a difficulty with price. It was fairly a major choice on a comparatively small boat and added weight to an space the place folks had been already placing twin 300hp engines.
The problem is that the 32 might typically have the identical engines because the 36 and many individuals merely select to pay the additional cash to get an additional cabin, further bathroom, extra space. Most occasions we lose a 32 sale to a 36, to not one other model, which is okay for us. Gross sales usually are not as robust because the 36, however I’m assured the 32 will do effectively as there’s now extra separation on value – we wanted to maintain the value ‘lanes’ additional aside.
Transferring 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 identical time?
By chance! The 70 was designed and developed a very long time earlier than the 54. We did numerous surveys as a result of we needed to see methods to differentiate the 70 from the rivals on the market. A variety of motor yacht homeowners and patrons had been excited about massive powercats however didn’t just like the ‘squared-off’ look and wished one thing sleeker and sexier. In addition they wished velocity extra like a monohull motor yacht of that dimension, 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 a giant 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 bought 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 identical time.
Have you ever been stunned by gross sales of the 54? They’re astonishing for a giant new boat.
It’s loopy. I’ve by no means identified a ship promote so effectively even earlier than it has been proven. The 54 follows the seems to be of the 70 though it’s virtually as extensive (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 wanting clear. The 70 has a central platform that tilts like a slipway, which is faster however makes use of up size, which we are able to afford on the 70 however not the 54.
Are you able to additionally speak about how Aquila has grown since 2017 from being a US-centric model to changing into genuinely international together with rising gross sales in Asia, the place Simpson Marine is amongst sellers?
Yvan Eymieu has performed a very good job since changing into Worldwide Gross sales and Distribution Supervisor in 2017. Enterprise is about folks. I knew Yvan from The Moorings, managed to persuade him to hitch 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 think about his markets. On the 54, we’ve got a full Asian format, on the 70 we’ve got a full Asian format which can be considerably European with the galley beneath, so there’s a way more open saloon. There are actually a variety of layouts able to go.
Apparently, when he was first organising the worldwide community, he was taking a look at catamaran sellers, then all of us realised we needs to be working with motor yacht sellers and positioning ourselves in a different way. Take 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 homeowners.
Some folks had been anxious a couple of new catamaran model, but when I hear of another person constructing catamarans, I’m like, ‘carry it on’, as a result of I consider there’s room for all of us. Catamarans are simply beginning. The extra folks advertising 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 some other household working with you?
Ha ha — we’ve got 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 has his personal firm.
Final 12 months, we had been on the lookout for a Model Supervisor and Alain mentioned he was , so I urged he converse 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 folks know I’m more durable 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 preserve doing this, so hopefully they will take over a few of my work!
How do you’re feeling wanting again at what you’ve achieved, notably within the catamaran sector?
The true success of Leopard and now Aquila have been as a result of administration executives at varied occasions to help my imaginative and prescient, though it appeared ‘proper area’ to most {industry} people at these occasions. Proper from racing rowing boats at college, 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 folks 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, and so they’re tougher to determine. You want all three to succeed.
For Aquila, we now have among the finest boat factories on the planet with the Xiong household, MarineMax as distributors within the US-led by Brett McGill, and the wonderful work that Yvan [Eymieu] has performed in organising a world seller community that represents the most effective of their markets. It has been really a outstanding outcome within the few years that Aquila has existed.
It has taken a village of fantastic people to get to the place we’re right this moment, constructing 14ft to 70ft pure energy catamarans. And the cool factor is, we’re solely getting began.
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