Crest and Balise Appoint Mike Mercer Vice President of Sales & Marketing

Rhea-AI Summary

MasterCraft Boat Holdings (NASDAQ: MCFT) announced on Dec 17, 2025 that Mike Mercer has been appointed Vice President of Sales & Marketing for Crest Pontoons and Balise Pontoons. Mercer will lead sales, dealer development, and marketing across both brands to support long-term growth and dealer engagement.

Mercer brings nearly 30 years of marine industry experience, including recent senior sales and marketing leadership at a global marine manufacturer. The company said Mercer will strengthen dealer support, advance market strategy, and help accelerate growth as Crest approaches its 70th year and Balise enters its second boat show season. Esteban Siegert will continue in a dedicated sales leadership role focused on Balise.

Positive

• Appointment date Dec 17, 2025
• Role: VP Sales & Marketing for Crest and Balise
• Experience: nearly 30 years in marine industry
• Balise expansion support entering second boat show season
• Continuity: Esteban Siegert retained in dedicated Balise sales role

Negative

• None.

Key Figures

Crest brand history nearly 70 years Crest described as an established industry leader

Balise boat show seasons second boat show season Balise entering its second boat show season

Industry experience nearly three decades Mike Mercer’s marine industry experience

Market Reality Check

$19.65 Last Close

Volume Volume 88027 vs 20-day average 131450 heading into this announcement. low

Technical Price 18.67 is trading below the 200-day moving average of 19.07 before the news.

Peers on Argus

Peers showed mixed moves: MPX +0.46%, MBUU -2.27%, WGO +1.14%, KNDI +7.27%, MAMO +2.91%. This suggests stock-specific factors rather than a uniform sector trend.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Nov 06	Q1 2026 earnings	Positive	-5.7%	Stronger Q1 results, margin expansion, and raised full-year guidance.
Nov 03	Dealership expansion	Positive	-0.7%	New exclusive Northwest Inboards dealership for Pacific Northwest coverage.
Oct 23	Earnings call notice	Neutral	+3.0%	Announcement of webcast details for upcoming Q1 2026 earnings call.
Oct 15	Marketing partnership	Positive	+0.6%	Multi-year WWA Rider Experience tour partnership to boost brand presence.
Oct 01	Product launch	Positive	+0.6%	Launch of 2026 lineup featuring redesigned X24 and tech upgrades.

Pattern Detected

Recent positive operational and earnings news has sometimes coincided with negative or muted next-day moves, while product and partnership updates have generally seen modest positive alignment.

Recent Company History

Over the last few months, MasterCraft reported stronger fiscal 2026 Q1 results with net sales of $69.0M, higher income from continuing operations, and raised full-year guidance. It expanded distribution through a new Northwest Inboards dealership and promoted brand engagement via the WWA Rider Experience tour. The 2026 lineup launch highlighted the redesigned X24 and technology upgrades. Against this backdrop of product and channel growth, today’s appointment of a new sales and marketing leader for the pontoon brands fits into ongoing efforts to drive segment expansion.

Market Pulse Summary

This announcement introduces a new Vice President of Sales & Marketing to oversee Crest and Balise pontoons, emphasizing dealer development and market strategy ahead of the 2026 model year and upcoming boat show season. It follows recent earnings strength, product launches, and channel expansion. Investors may watch for evidence of pontoon segment growth, dealer network expansion, and execution on brand positioning as key indicators of this leadership change’s impact.

Key Terms

oem technical

"His background bridging retail experience with OEM strategy equips him"

OEM stands for Original Equipment Manufacturer, which is a company that produces parts or components used in the final products made by other companies. For investors, understanding OEMs is important because their performance can impact the supply chain and overall success of major industries, especially those relying on specialized parts. Think of OEMs as the suppliers that provide the building blocks for larger products, like the engine parts for a car.

AI-generated analysis. Not financial advice.

Mercer to lead sales and marketing for MasterCraft Boat Holdings’ pontoon brands

OWOSSO, Mich., Dec. 17, 2025 (GLOBE NEWSWIRE) -- Crest Pontoons and Balise Pontoons, subsidiaries of MasterCraft Boat Holdings, Inc (NASDAQ: MCFT) proudly announce the appointment of Mike Mercer as Vice President of Sales & Marketing for both brands. In this role, Mercer will lead sales, dealer development, and marketing across Crest and Balise, supporting long-term growth and enhanced dealer engagement.

Mercer brings nearly three decades of marine industry experience spanning dealership operations and regional and national sales leadership, most recently serving in a senior sales and marketing role at a global marine manufacturer. His background bridging retail experience with OEM strategy equips him to strengthen for Crest and Balise dealers.

“Mike’s broad industry experience and leadership ability make him an outstanding fit for Crest and Balise,” said Mike O’Connell, SVP MasterCraft Boat Holdings and President Crest & Balise, “Both brands have strong momentum heading into the 2026 model year, and Mike will play a key role in enhancing dealer support, advancing our market strategy, and accelerating growth across the pontoon division.”

In addition to Crest–an established industry leader for nearly 70 years–Mercer will also help expand Balise’s dealer network and position the brand for continued growth as it enters its second boat show season.

“I’m honored to join Crest and Balise at such an exciting time,” said Mercer. “Crest has a legacy of quality and reliability, while Balise is redefining what’s possible in the luxury segment. Having first visited the Crest facility nearly 30 years ago as a dealership salesman, it’s impressive to see how the brand and product have evolved. I’m excited to partner with our dealers and teams as we build on each brand’s strengths and prepare for an exciting boat show season ahead.”

As part of this leadership alignment, Esteban Siegert will continue with the organization in a dedicated sales leadership role focused exclusively on Balise, supporting the brand’s continued growth and dealer expansion.

About MasterCraft Boat Holdings, Inc.:
Headquartered in Vonore, TN, MasterCraft Boat Holdings, Inc. (NASDAQ: MCFT) is a leading innovator, designer, manufacturer, and marketer of premium recreational powerboats through its three brands, MasterCraft, Crest, and Balise. For more information about MasterCraft Boat Holdings, please visit Investors.MasterCraft.com, www.MasterCraft.com, www.CrestPontoonBoats.com, and www.BalisePontoonBoats.com

Media Contact:

Kaitlin Riley
Senior Marketing Coordinator
Crest & Balise Pontoons
Kaitlin.riley@crestpontoonboats.com

FAQ

What did MasterCraft Boat Holdings (MCFT) announce on Dec 17, 2025?

MasterCraft announced the appointment of Mike Mercer as Vice President of Sales & Marketing for Crest and Balise.

What will Mike Mercer oversee for Crest and Balise (MCFT)?

He will lead sales, dealer development, and marketing across both pontoon brands.

What is Mike Mercer’s experience noted in the Dec 17, 2025 announcement?

Mercer brings nearly 30 years of marine industry experience, including a recent senior sales and marketing role at a global marine manufacturer.

How does the appointment affect Balise’s dealer expansion for MCFT?

The company said Mercer will help expand Balise’s dealer network as the brand enters its second boat show season.

Will Esteban Siegert remain with MasterCraft after the leadership change?

Yes; Esteban Siegert will continue in a dedicated sales leadership role focused on Balise.