Pure Latitude at Earls Court

New concept that provides flexible and lower cost sailing has first outing at Whyte & Mackay Earls Court Boat Show

Sailors get early opportunity to learn about a new business model which gives them the freedom to sail without the everyday headaches of ownership.

Hamble, November 2007; Pure Latitude, a newly formed company, is making its first public appearance at the Whyte & Mackay Earls Court Boat Show. It will be there to recruit members for an innovative yachting club that gives sailors more choice in where, when and what they sail - and at a much lower cost than owning their own boat.

Pure Latitude has developed a boat sharing scheme based on successful models in the aircraft and automobile industries. Members pay a fixed fee each year, and in return they gain access to a fleet of boats of different kinds, ranging from the high quality performance cruiser from X-Yachts to the exhilarating Rib – so whatever type of sailing they want to enjoy there is always a boat to suit their needs.

The business has been made possible through the creation of a smart booking system that ensures maximum boat availability to members while keeping prices low. Members will be able to check availability and book their boats using an on-line scheduling system as well as keep track of their own usage.

“This is the first scheme of its kind in UK yachting, and will enable members to enjoy sailing a variety of boats just as if they owned them,” says Martin Gray, founder and MD of Pure Latitude. “Too many people are put off by the high cost and maintenance burden of owning their own boat, but find chartering inflexible, expensive and impersonal – now we have the answer”.

Three membership levels are offered to match differing needs with starting prices from £2995 per annum.

Pure Latitude will initially operate out of Hamble on the South Coast, but additional locations are planned in the UK, and ultimately in the Med, Caribbean and further afield. Members will be able to book boats from any location.

See Pure Latitude at stand 1L49 at the Whyte & Mackay Earls Court Boat Show.