The Launch of Sportsman 3.0

If you’ve followed Sportsman Boats over the years, you’ve probably noticed something... we’ve always moved with purpose. From day one, we’ve stayed focused on building a better kind of center console, one that puts the family first without giving up ride, performance or fishability. That foundation hasn’t changed. But as we’ve grown, the way we design, build and communicate has evolved. And today, we’re officially introducing what we call Sportsman 3.0, a new era for our brand. Something that we couldn't be more excited to share it with you.

This isn’t a reset. It’s not a rebrand for the sake of change. It’s a natural step forward that reflects the company we’ve become and the future we’re building. Every detail, from the way our boats are laid out, to the technology we integrate, to the way we look and sound, has been refined. Sportsman 3.0 is more confident, even more cohesive and more capable than anything we’ve done before. And it starts right now.

Where We Started

In 2011, Sportsman Boats started with just six employees and one very real belief: there was a better way to build family center console boats. We weren’t interested in copying what others were doing. We wanted to raise the bar, to create a product that felt smarter, more thoughtful and more in-tune with how our customers actually use their boats. We built our first models in a modest leased space and some of our employees today can still remember the buzz of those early days. Long hours, big ideas and a lot of heart.

The vision was simple: build high-quality center consoles that fish hard, ride soft and keep the whole family comfortable and safe. We wanted boats that didn’t feel cluttered or over-designed, just clean, modern and ready for whatever the day brought. That mindset carried us through those first few years and laid the foundation for everything that’s come since.

The Evolution of the Brand

Over the past decade, we’ve grown steadily and intentionally. We’ve expanded our model lineup to cover everything from 21 to 40 feet. We’ve shipped more than 20,000 boats nationwide. We’ve built a reputation for ride quality, thoughtful layouts and a strong blend of fishing and family features. But maybe what I’m most proud of is that we’ve built a community, owners who believe in the brand and often return for their second, third or even fourth Sportsman. The loyalty and repeat purchases from our owners speak volumes about the strength of the Sportsman community and the pride they have in what we build.

What’s helped us grow is a commitment to listening. When customers speak, we pay attention. Every product tweak, layout update or new feature we’ve rolled out has been rooted in real feedback from real people. Our boats are better because of it and we’re just getting started. "Listen. Lead. Create.", it's more than a motto for our team, it's a relentless daily endeavor.

What Does Sportsman 3.0 Mean?

So what exactly is Sportsman 3.0? It’s a way of describing a shift that’s already taken place in how we think, design and build. You’ll see it in the cleaner lines. The smarter storage. The way every detail feels more refined and integrated. This next generation of Sportsman models is more intentional than ever, both above and below the deck.

It’s also a shift in mindset. We’re not just reacting to trends or chasing features. We’re thinking long-term, designing with clarity and building with purpose. Our 3.0 boats are still versatile, family-friendly and ready for serious fishing, but will carry a sharper, even more refined look and feel across the lineup.

You’ll see differences in the layouts, the superior fit and finish, the exceptional ride, the way technology is built in from the beginning, not added on later. This is our new standard. And it reflects who we are today.

Design Language & Visual Identity

As we started shaping Sportsman 3.0, we knew the way the brand looked and felt had to evolve too. The new design language is clean, elegant and timeless. Our primary brand colors, Sportsman Blue, Branded Teal and Owners Beige, all reflect our connection to the water and the thoughtful strength of the boats we build. We’ve updated our logo and refined the “S” mark, giving it a more modern bold shape while keeping the fishing heritage it was born from.

You’ll see more consistent branding across our website, boats, content and marketing. Fonts, color palettes, photography, all of it is aligned to give our owners and future customers a more cohesive experience. We’re still the same Sportsman, just with a sharper edge.

Along with this visual refresh comes a new message. One that captures the heart of who we are and why we build boats the way we do.

It’s more than a slogan. It’s a reminder of what drives us: helping people make the most of their time on the water. Whether it’s chasing fish offshore, pulling up to the sandbar or watching the sun dip below the horizon with your kids at your side. Those are the moments that count. And those are the moments we design for.

The Open 402: First to Carry the Flag

When it came time to introduce our next flagship, we knew the Open 402 had to represent more than just a bigger boat, it had to represent everything Sportsman 3.0 stands for. This is our boldest build yet. A 40-foot center console with a refined interior, advanced systems and the most spacious, family-forward layout we’ve ever put together.

It has a brand-first convertible queen berth, galley and enclosed shower interior. You’ll find touches of luxury throughout, from Corian countertops and mezzanine seating to pressurized livewells, water heater and enough space to bring the entire family.

It’s sleek, balanced and built for family adventure. And while it sets a new standard at the top of our lineup, every model going forward will carry this same design approach. The Open 402 is just the beginning... again.

Built in South Carolina, Backed by Passion

One thing that hasn’t changed, and never will, is where these boats are built. Every Sportsman is made right here in Summerville, South Carolina by a team that puts their heart into the work. These are skilled craftspeople who care about every cut, seam and connection. They know that what we build goes into people’s lives, not just into the water.

From a humble team of 6 in 2011 to over 450 boat builders today, our growth is a direct result of their talent and dedication. They could work anywhere, but they choose to show up here, every day, to do something they take real pride in. That choice means everything to us.

Their commitment shows in every boat. These are individuals who obsess over imperfections, continually improve their craft and live out the values we believe in, integrity, innovation, teamwork and accountability. Whether it’s through lean manufacturing, 5S systems or simply going the extra step to make something better, they never settle for “good enough.”

It’s easy to talk about innovation and design, but execution is what earns trust. And our team earns it every day. That’s a big part of why we’ve gotten to this point and why we’re so excited about what’s ahead.

Looking Ahead

So where does this all go from here? Sportsman 3.0 is the new standard, not just for how we design, but how we think. Every new model from here on out will reflect this philosophy. You’ll continue to see updates that make your experience better, not just flashier.

At the end of the day, we’re still the same company that started with a bold idea and a small team. We still believe in doing things the right way. We still obsess over ride quality, clean design and giving our owners more than they expected. That’s not changing. But now, we’re stepping into this next chapter with even more clarity and confidence.

This is Sportsman 3.0.
Still built for those who expect more.
Just sharper, smarter and better than ever.
And always designed for the days that matter.