By Aqsa Khan, Sea Potential, LLC
There’s a certain kind of joy that comes with being on the water—the sun on your face, the wind in your hair, and the sense of freedom that stretches as far as the horizon. For some, that feeling is nostalgic. For others, it has always felt just out of reach. Boatsetter is working to change that.
Our recent conversation with Caitlin Choate, CMO at Boatsetter, reminded us why we do the work we do at Sea Potential: to reconnect communities with the water, to build economic opportunity, and to celebrate the joy that maritime spaces bring.
Boatsetter isn’t just a rental app—it’s a vessel for access, entrepreneurship, and memories that last.
Founded in Florida by Jaclyn Baumgarten, Boatsetter grew out of a simple but bold idea: you shouldn’t need a wealthy friend with a yacht to experience the water. What started as a scrappy solution to unlock access has since grown into the largest platform of USCG-certified captains, owners, and adventurers across 700+ locations.
As Caitlin explained:
“What Boatsetter has tried to do from the beginning is really democratize this access… no longer do you need a friend with a boat to get out there.”
More than rentals—it’s about moments
Boatsetter is changing the narrative around boating. It’s not about knowing the specs of a vessel; it’s about the experiences those boats make possible. Think: taking your kids snorkeling for the first time, spotting orcas on Puget Sound, or sailgating with friends at a Huskies football game.
“It’s not so much about the boat rental—it’s the experience you’re going to have. That’s the magic we sell.” — Caitlin
This approach also breaks down the assumption that boating is “too expensive.” With Gen Z leading the way, groups are splitting costs, making on-the-water experiences affordable—sometimes less than a night out at a restaurant.
A platform for growth
Behind the joy is a growing wave of economic opportunity. Over 50% of Boatsetter rentals include a captain, meaning more people are stepping into maritime careers—even if they didn’t take the traditional path. Caitlin compares it to the creator economy: just like someone can build a livelihood teaching cooking or hosting cultural tours, maritime entrepreneurs are now building careers guiding fishing trips, wake-surfing sessions, or multi-day charters.
And this culture is lived from within. Boatsetter’s team is full of people who grew up boating, fishing, and even building their own vessels. They don’t just market boating—they live it. From company credits that encourage staff to get out on the water, to all-hands calls made from boat decks, passion for the sea is stitched into the core of the company.
Caitlin – “Told ‘em they could work from anywhere”
Community-led joy
Boatsetter also listens to where joy is already happening. When they noticed a spike in rentals during Black Yacht Weekend in Chicago, a grassroots celebration of Black communities on the water, they leaned in—partnering to support the event and amplify its impact.
Representation matters here too. From highlighting female captains like Captain M to fostering a marketplace where diverse owners and guides can thrive, Boatsetter is proof that the maritime industry doesn’t have to look one way—it can be fun, creative, and community-centered.
Navigating challenges with joy
Of course, no startup is without challenges. Boatsetter is still working to raise awareness (“people don’t realize there’s an Airbnb for boats,” Caitlin noted) and must constantly navigate unpredictable weather. But what sets them apart is their discipline: a balance of bold storytelling with a data-driven approach to profitability and growth.
This balance is exactly what makes Boatsetter’s journey resonate with us at Sea Potential. They’re proving that access and creativity aren’t just buzzwords—they’re tools to build sustainable, joyful futures on the water.
We’re reminded of what’s possible when passion, access, and entrepreneurship meet. Boatsetter shows that maritime spaces aren’t only for recreation—they’re spaces for careers, innovation, and leadership.
The water is waiting. And joy, as Boatsetter reminds us, is meant to be shared.
You can check out jobs at their careers page: https://www.boatsetter.com/jobs