Agapi partners with Premier to launch new Boat Club Concept

Agapi Boat Club members from all countries can now also enjoy boating in the beautiful South Coast of the UK!

Premier Marinas, the UK’s leading marina group, and Agapi Boat Club have partnered to create a smarter way for UK boaters to enjoy all the pleasures of high-end boating – at a fraction of the cost of traditional ownership.

The Premier Agapi Boat Club will make its debut at Premier’s Swanwick Marina at the 2020 British Motor Yacht Show (1-9 August). At the show, Premier will present a prestigious subscription boat club model and a variety of membership styles that allow clients to select a fee plan to reflect their choice of boat models, level of usage and service requirements as well as access to Agapi Club Centres in multiple locations.

Premier will also showcase the first arrivals into the Club’s fleet including, the award-winning Agapi 950. Designed in Sweden for Agapi and built to a high specification in Poland, the Agapi 950 is supremely seaworthy and effortlessly delivers a thrilling, fun and reliable experience at over 50 knots. But that’s not all. This 10 metre boat’s versatility and extraordinary stability in the water also ensures comfort below deck, and when up on deck, socialising with up to 10 guests is a joy.

At 7.8 metres, and with a top speed of 50 knots, Premier’s second boat at the show, the Agapi 800 is easy to handle and perfect for family daytrips, water sports and weekends away.  Plus, with a draft of just 0.35m, this fun boat will enable members to explore the shallowest of estuaries, harbours and anchorages.  Further models are joining the Club fleet in 2020 and in 2021 when the fleet is expected to include an environmentally friendly e-powered boat that’s designed to tick all the boxes for speed, distance and sustainability.

The alignment of Premier Marinas with the Agapi Boat Club, which already boasts a network of 14 Centres based in Sweden, Finland, Greece and Spain creates a powerful and unique proposition for the new Club; attracting a wide range of interest from new boating entrants, corporates and ‘born again boaters’ who in past have rejected the time pressures and responsibilities of owning and maintaining a boat but who now want to get back to the boating life they loved.

Alongside the option to access Agapi Boat Club Centres overseas, The Premier Agapi Boat Club will offer its members the freedom to enjoy Premier’s prestigious marinas at Chichester, Southsea, Port Solent, Gosport – and at Swanwick Marina on the Hamble, the home of Premier’s first club.

Commenting on the association with the Agapi Boat Club, Andy Mills Premier Marinas Business Development Director said “Before starting on this journey we researched a number of boat models and operators, looking for exactly the right fit for Premier – and we found it with the Agapi Boat Club.” He continued  “Agapi not only offered the kind of club we aspired to run and the cutting edge service systems to back it, but  they also provide the premium boats that we require to fit with the Premier brand. But as importantly, we found that there were shared values between our two organisations including a requirement for professionalism, respect for customers, staff and suppliers and a deep understanding of what delivering a first-class service means.”

“Responding to these comments Agapi’s CEO Peder Asplund said “We are a fast growing company looking for growth – but in the right way and with the right partners. Premier’s cultural values mirror those of our own brand and we particularly value Premier’s ambition, commercial agility and respect for the environment. We could not have chosen a more fitting partner to bring the Agapi Boat Club concept into the UK and we look forward to the success of The Premier Agapi Boat Club.”

Premier Marinas

Established in 1994, Premier Marinas owns and operates nine of the UK’s most prestigious marinas. All based on the South Coast, locations include: Eastbourne, Brighton, Chichester, Southsea, Port Solent, Gosport, Swanwick, Noss on Dart and Falmouth in Cornwall. With over 5,000 berths combined, Premier Marina strives to be the finest marina operator in the UK, providing first-class boat storage services and quality boatyard facilities at all its marinas.

Agapi Boating

Established in 2006, Agapi’s vision is to create a new way of boating focusing on freedom, simplicity and environmental sustainability. They do this by challenging traditional thinking around boating. Since the launch of the first Agapi boat, they won several international awards. In 2013 Agapi launched “Lifestyle boating solutions” inspired by different business models based on sharing economy. This offering evolved into Agapi Boat Club, one of the pioneers and most advanced subscription boating services worldwide today.

Premier Marinas is owned by the Wellcome Trust, a global charitable foundation that exists to improve health for everyone. Wellcome has a diversified investment portfolio and a long-term approach to investment, as a result of which it aims to spend around £1 billion a year supporting scientists and researchers in biomedicine, the humanities and the social sciences, and public engagement and education in these fields.

Agapi Boating AB is a privately-owned company. Alejandra Levinas Asplund and Peder Asplund are the founders and driving force behind the initiative, inspired by their own insights and vision of creating a new kind of boating life. A number of well-known profiles in the Swedish business industry can be found in Agapi’s Board of Directors and among its shareholders.

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