Steve Heese, president of Chris-Craft and senior vice president, power systems, was recently inducted into the National Marine Manufacturers Association Hall of Fame for his remarkable impact on and advocacy for the boating industry. Steve reflects on his beginnings, re-establishing Chris-Craft as an American icon and what’s in store for the future of Chris-Craft and Lithionics.
Q: What ignited your passion for boating?
A: I grew up in Tampa on the Gulf Coast of Florida and spent a lot of time on the water – fishing, waterskiing, even racing sailboats. My brother and I spent our youth boating and working on boats. I loved the freedom of it and loved working when a boat needed repairs. This continued into my business career and traveling around the world, where I raced sailing yachts. I got to compete in the Sydney-to- Hobart Ocean Race, one of the greatest ocean races in the world — 680 nautical miles from Sydney Harbour in Australia to Hobart, Tasmania. My love for the water has always been there.
Q: Why was it meaningful for you to turn Chris-Craft around after purchasing in 2001?
A: If you’re a boater, you know the name Chris-Craft. There’s a reason we’re known as America’s Boatbuilder. When Stephen Julius, my longtime business partner, and I purchased Chris-Craft in 2001, it had been struggling. We had a choice. We could either sell it and get a quick return on investment, or we could dig in and work to restore the brand to its rightful place as an icon of American luxury, craftsmanship and innovation.
We chose the latter, and I’m proud we’ve achieved that and so much more. In the last 25-plus years, we’ve become one of the most acclaimed manufacturers of powerboats. With additional investment from Winnebago Industries, we opened a new state-of-the-art manufacturing facility in Sarasota, we’re continuing to expand into more global markets, and we’ve earned NMMA’s Customer Satisfaction Index Award for 17 years. Most importantly, we’re delivering an exceptional product that lives up to the legacy of this brand, we’re driving our portfolio forward and we’re creating exceptional experiences on the water for our customers.
Q: How are you keeping the brand relevant while keeping its legacy intact?
A: Our craftsmanship remains unrivaled. Our boats will always be defined by handcrafted beauty, elegant American style and peak performance. While that design philosophy isn’t changing, we know that the most successful companies are the ones that embrace and adapt to change. We’re going to continue to invest in innovative technologies that expand and enhance our portfolio to meet the evolving needs of the market and our customers.
In the last three years, we’ve launched multiple new models, including the newest Sportster line, which appeals to a new set of customers who are dipping their toes in Chris-Craft for the first time and looking for sporting adventure on the water.
Q: What does the future hold for Chris-Craft?
A: We want to continue to broaden our portfolio in multiple directions – offering both smaller 22-foot and larger 40-foot lengths, expanding our outboard options to meet a growing need in that segment and exploring electric models. We’re also focused on global distribution opportunities, expanding our dealer network to make our product more widely accessible and enhancing the digital buying experience for customers. The Chris- Craft story is a never-ending one. It began by challenging convention in the pursuit of innovation and excellence, and that we’ll never stop chasing.
Q: In your role, you also oversee Lithionics. What is your vision for the future of power systems at Winnebago Industries?
A: Our goal hasn’t changed. We want Lithionics to be the leading provider of professional-grade, portable, reliable power solutions. There remains a lot of room for growth in this space. We want to build and expand beyond the RV market into marine and work vehicles.
Q: You have been inducted into the NMMA Hall of Fame. What does it mean to you?
A: It’s an incredible honor. For someone like me who has spent so much of their life on boats, to be recognized by my peers in the industry is both gratifying and humbling. I’ve been blessed with awesome career experiences and the opportunity to work with and learn from some amazing people, both at Chris-Craft, at Riva, during my time on the NMMA board and today as chair of Independent Boatbuilders. I never considered my accomplishments worthy enough to put me in the same group with the pioneers, innovators and visionaries who shaped this industry, and who I have looked up to for decades.
Every boat we build carries a story — of design, tradition and the people who pour their passion into every detail. And while I’m proud of the boats we’ve built, I’m prouder of our team that stands behind them — this honor belongs to this group of talented people much more than it does to me.