How Pegasus Yachts sells €1 million sailing yachts with HubSpot

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Marko Paš has spent most of his working life designing sailing yachts. Over 25 years he built a global reputation and developed Shipman by Seaway - the most expensive series-produced product ever made in Slovenia. With Pegasus Yachts and the Pegasus 50 he went a step further: a bluewater yacht built for ocean crossings and long stays on board, nominated for Bluewater Cruiser Boat of the Year 2021, priced at around €1 million.

At Pegasus, innovation didn’t stop with the product. The team wanted a different approach to marketing and sales as well - and that is where our story begins, one that has been running since late 2020.

The challenge: the yachting industry has a broken funnel

Business development in the yachting industry remains surprisingly conservative. Magazine boat tests still play a leading role: excellent for visibility, but that is where marketing’s job ends. Manufacturers then wait for the buyer to call a sales agent. Nobody controls the full journey from awareness to purchase - at FrodX we call this the broken-funnel problem.

For a premium product priced at around €1 million, the question is even sharper: can a product like this be sold through digital channels at all?

The solution: marketing and sales as one process in HubSpot

In late 2020 we used HubSpot to connect Pegasus Yachts’ marketing and sales activities into a single process and take control of the buyer journey from first touch to the completed sale:

• Magazine-test traffic becomes a contact base. The website converts visitors arriving from boat tests and press coverage into known contacts, and their interests are tracked through their digital footprint.
• Automated, regular communication. A newsletter goes out roughly every two weeks, reliably and without the team having to think about it - the system keeps the rhythm.
• Interest tracking across the whole journey. What a prospective buyer reads on the site and what they care about is visible to sales before the first conversation.
• An active role instead of waiting. Rather than hoping the buyer will call, Pegasus stays a step ahead of them - with relevant content at the right moment.

“With the system we have now, we know and understand our customers without going to boat shows - through digital channels alone we know who they are and what they expect from us and our product. By the time we first shake hands, we genuinely know our customers, so the one-on-one conversation is much easier.”

Marko Paš, co-founder, Pegasus Yachts

The result: a €1 million product, a digital sales path and fivefold growth

Since the partnership began in late 2020, Pegasus Yachts’ net sales revenue has grown - according to publicly available financial data - from around €1 million in the first year to more than €5 million in 2025: a fivefold increase in five years. We don’t credit that growth to a single tool: it stands on an exceptional product. But throughout this period, the digital path has been the main way Pegasus builds its base of prospective buyers and runs the sales process up to the first handshake.

And the strongest endorsement comes from the person who was most sceptical at the start:

“The Pegasus 50 costs around €1 million, and at the beginning I was sceptical whether such a premium product could be offered through online channels alone. Today we can see it clearly works - and that HubSpot is a perfectly good fit for products like this: for building a buyer base and following buyers through the sales process.”

Marko Paš, co-founder, Pegasus Yachts

The key takeaway

A premium price is no reason to keep sales waiting for the phone to ring - quite the opposite. It is precisely where buyers are few and every conversation counts that a relationship built digitally before the first handshake pays off most: sales enters the conversation knowing the buyer, not with a cold introduction. The approach transfers to any premium or niche product with a global market - wherever decisions take a long time and buyers do their research online.

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