In business, risk is often defined as the possibility that a plan or goal will fail because of unexpected challenges. The definition may lean negative, but when a team overcomes those challenges and achieves its goal, the accomplishment becomes even more meaningful. That success generates confidence, excitement, and belief among both the people doing the work and those watching it happen.
That is how taking a calculated risk can manufacture momentum.
The unveiling of the 2027 Centurion RS Series is a powerful example.
Since the release of the RS230, RS245, and RS265, I have been asked several times why we chose to introduce the boats to the retail public the way we did. We did not initially set out to take an extraordinary risk, but as the project progressed, executing the release as planned became increasingly challenging.
Parts were delayed, software was still being completed, and our content-capture schedule was pushed back. That made it difficult for both Centurion and our partners to have launch content ready for publication. The boats were still being finished when they arrived at BoardCo DFW in Dallas–Fort Worth.
At times, the challenges appeared insurmountable—but the Centurion Factory Team continued pushing forward. Steve Freitas and Cesar Aguirre flew to Dallas–Fort Worth two weeks before the unveiling to help ensure the boats were ready for the water, and they remained there through the entire event.
One Night. Three New Models.
On July 15 at 7:30 p.m., we unveiled the entire RS Series in Dallas–Fort Worth. If you did not have an opportunity to watch the reveal live, you can view the recording here:
We introduced all three models—the RS230, RS245, and RS265—simultaneously, accomplishing what we believe was an industry first. To our knowledge, this was the first time an entirely new three-model flagship series had been unveiled at once.
The following day, two RS245s pulled heroes during a Centurion Salute to Service event hosted by Operation Get Out. From there, the boats went directly into action at the Centurion Cowtown Wakefest, hosted by BoardCo DFW on Marine Creek Lake. During the event, an RS245 pulled 80 surfers through multiple competition rounds over two days.
While the competition was underway, BoardCo DFW General Manager Hunter Harvel helped his team conduct demonstrations for retail customers. Robert Hoelscher, Centurion’s Central Region Sales Manager, added to the excitement by providing additional RS demonstrations throughout the two-day event.
The RS Series was not simply displayed. It was immediately put to work in front of athletes, dealers, customers, and spectators.
Turning Attention Into Action
Immediately following the reveal, Centurion dealers, athletes, ambassadors, and vendor partners began sharing the RS content we provided. The response quickly moved beyond impressions, views, and leads. Formal quote requests began arriving through the Centurion online boat builder.
From July 15 through July 23, we received:
87 RS boat builds submitted for quotes
66 Ri boat builds submitted for quotes
25 Nv boat builds submitted for quotes
These were not simply online configurations. Each submission came from an individual who designed a boat and then contacted a dealer for detailed pricing.
The response across the entire lineup is especially encouraging. The RS was created to become Centurion’s new flagship series, but its larger purpose is to elevate the entire brand and give customers more reasons to choose Centurion—whether the right boat for them is an RS, Ri, or Nv. We are already seeing that strategy produce increased interest throughout the lineup.
The online activity was reinforced by direct feedback from our dealer network. Immediately after the reveal, calls and messages began arriving from dealers and retail customers. I spoke or exchanged messages with Ski Dock, WakeMaxx, Faction Marine, Fred’s Marine, BoardCo Utah, and BoardCo DFW. Every one of them had customers reaching out to learn more, request pricing, or place RS orders.
The Risks That Created Momentum
These results were produced not only by the boats themselves, but also by the bold way the RS Series was introduced. We took several calculated risks:
Unveiling all three RS Series flagship models at the same time
Hosting the reveal in the world’s largest towboat market
Partnering with BoardCo, Centurion’s largest dealer, to host the unveiling
Taking the RS models directly to the water following the reveal
Pulling 80 riders over two days at the Centurion Cowtown Wakefest World Series of Wake Surfing event
Offering retail customer demonstrations throughout the competition
Successfully executing each of these elements created renewed energy within our internal team and tremendous momentum for the Centurion brand in the public eye.
We manufactured momentum by taking a risk—or, more accurately, several of them.
As you consider how to introduce the RS Series in your market, we encourage you to embrace that same spirit. Create an event. Put customers in the boats. Partner with local riders and organizations. Give people an opportunity to experience the performance, innovation, and excitement firsthand.
Take a calculated risk, execute it with purpose, and use the result to manufacture momentum in your market.