Growing Together: A Dealer Story from the French Riviera
Nestled between Cannes and Monaco, Custom Motors has become one of the French Riviera's leading destinations for premium water-sports products.
Founded by Jean Bonnin, the business has built its reputation on delivering exceptional products, expert advice and outstanding customer service to one of the world’s most discerning luxury marine markets. For Jean, choosing Flite was about more than adding another product to the showroom.
"It was the perfect match for me," he explains.
Built on quality, safety and trust
When Jean first discovered Flite, he saw a brand that aligned with the values he wanted to build his business around: quality, safety, innovation and performance.
Operating in the luxury marine market means every detail matters. Customers expect premium products, but they also expect reliability, long-term support and complete confidence in their purchase.
For Jean, trust in the product is essential.
"When you sell second-hand, that's your responsibility. I trust Flite because I know how the products are built and I know the quality standards behind them."
That confidence extends beyond the board itself. It includes the battery systems, serviceability and the ability to support customers throughout the entire ownership journey.
Innovation That Drives the Category Forward
As an early adopter of eFoiling, Jean has watched the category evolve rapidly.
One of the reasons he continue to partner with Flite is the brand’s commitment to innovation.
From performance advancements to new technologies such as the Jet 2 and FLITELab*, innovation remains a key reason why he continues to work with the brand.
"They push the limits to make new innovations."
For dealers, innovation creates excitement, attracts new customers and helps drive category growth.
The Importance of Local Support
Premium products require premium support.
“The after-sales service is the most important thing’”
Having direct access to a local dedicated team that understands the European market can make all the difference. Jean highlights the value of having a dedicated point of contact, responsive warranty support and a European service structure that allows issues to be resolved quickly and efficiently.
For customers, this creates confidence.
For dealers, it creates trust.
And for growing businesses, it creates the foundation for long-term success.
More Than a Partnership
Having worked with Flite since the early days, Jean has seen both businesses grow together.
Today, Custom Motors operates from a premium showroom in one of Europe's most iconic yachting destinations, introducing new riders to the experience of flying above the water.
When describing the relationship, Jean's perspective goes beyond products and business. "From my side, I feel like it's a partnership, yes, but it's more than that. I need to feel like it's a bit of a family."
Growing Together
At Flite, we believe the strongest dealer relationships are built over years, not transactions.
Jean's story reflects what we aim to build with every partner: not simply a dealership, but a long-term business supported by premium products, dedicated service and continuous innovation.
As both Custom Motors and Flite have grown, the partnership has grown alongside them—creating new opportunities for customers, riders and the business itself.
Successful partnerships aren’t measured by the product sold.
They’re measured by what we build together.
Interested in Becoming a Flite Dealer?
We're always looking to partner with ambitious businesses that share our passion for innovation, premium customer experiences and growing the eFoil category.
Whether you're an established marine dealership, watersports centre or luxury lifestyle business, we'd love to hear from you.
To learn more about becoming a Flite dealer, fill out our dealer enquiry form or contact our team directly at hello@fliteboard.com.