Rec Boat Holdings has signed an agreement with Milwaukee-based business development and communications firm Traction Factory to manage the marketing and communications efforts for its Four Winns, Glastron and Wellcraft brands. “The industry is changing and we continue to implement plans and practices designed to adapt to these changes,” said Roch Lambert, Group President, Rec Boat Holdings, in a prepared statement. “Bringing in Traction Factory and their non-traditional approach to brand building as well as their global scope capabilities will answer the changing demands of the marine industry and bring our brands to the next level.”

The Four Winns, Glastron and Wellcraft brands will be consolidated under the management of Traction Factory as it relates to advertising, point-of-sale, retail sales programs and overall communications efforts, however, each brand will continue to maintain their individual and legendary brand equity in the marketplace. The company is working with each Rec Boat Holdings brand team to develop new programs for launch in early spring.

“We are very excited to add these high-profile marine brands to our portfolio of clients,” stated Scott Bucher, President at Traction Factory. “All three have been at the core of the marine industry for many years and we are confident our team can direct and support their communications efforts to their dealer network and boating enthusiasts worldwide.”