Polaris Inc. is diving deeper into the marine business this year as it brings boats into its selection of rental powersports vehicles.

Polaris Adventures, the Medina-based manufacturer’s rental business, is adding Bennington pontoons, Godfrey pontoons, and Hurricane deck boats to its rental portfolio at local outfitters from May to October, or year-round in Arizona and Texas.

Polaris acquired Boat Holdings LLC, the manufacturer of the boat brands, in 2018, and soon after began considering how it could “do something a little bit different and unique in the marine space,” said Gray Rentz, VP and general manager of Polaris Experience. It trialed the expansion last year and solidified plans this year after seeing high demand for boat rentals.

The new effort comes as Polaris’ marine revenue fell to $765.4 million last year from $990 million in 2022, the highest sales since buying Boat Holdings. The company doesn’t break out rental revenue, but Rentz said that the business has “continued to grow in a big way” over the last couple years.

In its 2023 annual report, Polaris noted that the rental business has facilitated more than 1,500,000 rides since it launched in 2017.

Polaris Adventures allows customers to rent ATVs, snowmobiles, Indian motorcycles, and other powersports vehicles. Since its launch, it’s grown from a handful of local outfitter partners to over 270, with a few locations internationally, Rentz said.

Polaris rents powersports vehicles through local outfitters across 35 states. Rentz said outfitters and dealers were interested in adding boats to their portfolios, and the company knew from other rental lines that partnering with existing local outfitters would enhance the rental experience.

When looking for new partners to work with, Polaris looks at top destinations and seeks out an outfitter that understands the location well, Rentz said. Polaris wanted to be present at popular Midwest destinations like the Black Hills and the Michigan’s Upper Peninsula, Rentz said.

“No two outfitters are going to be the same,” Rentz said. “They’re going to cater to what’s kind of local and interesting and fun.”

Polaris supports its partners with resources and training to maintain vehicles, which will “make or break” a customer’s experience but can be difficult for smaller outfitters, Rentz said.

Expanding into marine rentals in particular appeals to a new audience of people who want to spend time with family on the water – a big draw in the Midwest, Rentz said.

It’s also a good way to introduce people to powersports and off-roading, he noted. Many of the customers who rent from Polaris Adventures are new to powersports but “fall in love with it,” Rentz said.

“Quite frankly, everyone has a great time on the boat,” he said.

For others, it’s a chance to test out what product or activity they want to do with their family, Rentz said.

“We do see quite a few people that their next step coming off of a rental learning experience is going to be to go purchase from one of our dealers,” Rentz said.

This year, Polaris has seen a strong start to the season as people begin off-roading earlier thanks to mild winters, he said.

Offering rental boats appeals to customers who may live in the city and don’t have the storage space, as well as those who could not afford to outright purchase a boat but are looking to get into powersports, Rentz said. Full-day rentals are $275, and half-day rentals are also available.

“We see a lot of younger folks that are getting involved with this and again, people that are more urban,” Rentz said.

Its membership program, Polaris Adventures Select, currently has a local focus in the southwest U.S. and allows subscribing members to explore different vehicles and experiences at any of Polaris’ partner locations, Rentz said.