# Water Equipment Subscriptions Wavetime Jetski Service Makes Ownership Accessible and Affordable By Christopher DeLuca | Published 2011-08-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/wavetime-jetski-service References: [springwise](http://www.springwise.com/lifestyle_leisure/subscription-service-alternative-jetski-ownership/) & [wavetime](http://www.wavetime.co.uk/) The Wavetime jetski service is an absolutely brilliant one that rents out jetskis with a subscription-style system, making it fun and accessible to get out onto the water. Owning your own watercraft comes with all kinds of hidden costs and can be very expensive; by removing the financial barrier, Wavetime has really come up with a winning business model. The Wavetime jetski service taps into the luxury market and really focuses on the experience rather than the logistics of ownership. This is a great concept that I would love to see implemented in other areas. **Implications** - By removing the financial barrier from jetski ownership, Wavetime has tapped into a new market of consumers enthusiastic to get out on the water. Companies should consider how they can provide a luxury service to a middle class consumer group. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 7% | Activity: 26% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Subscription-based Ownership:** Disruptive innovation opportunity: Implementing subscription-style systems for ownership of various products or services can make them more accessible and affordable to consumers. - **Experience-driven Services:** Disruptive innovation opportunity: Shifting focus from product ownership to providing unique and memorable experiences can attract a wider consumer base and tap into the luxury market. - **Luxury Services for Middle Class:** Disruptive innovation opportunity: Creating luxury services that are affordable and cater to the middle class consumer group can open up new markets and increase customer satisfaction. ### Who This Affects Most - **Recreational Rental Services:** Disruptive innovation opportunity: Offering subscription-style rentals for various recreational equipment can attract customers who are hesitant to invest in expensive ownership. - **Marine Industry:** Disruptive innovation opportunity: Developing subscription-based services to access water-related activities and equipment can revolutionize the marine industry and appeal to a broader range of consumers. - **Luxury Consumption Market:** Disruptive innovation opportunity: Creating luxury services or products that are affordable to the middle class can disrupt the traditional notion of luxury and expand the market reach. ## Related on Trend Hunter - [Wondrously Versatile Watercraft](https://www.trendhunter.com/trends/versatile-watercraft.md) - [Ultra-Luxe Jet Skis](https://www.trendhunter.com/trends/supermarine-mm01.md) - [Premium eBike Subscription Services](https://www.trendhunter.com/trends/wombi.md) - [Multifunctional Four-Seater Watercraft](https://www.trendhunter.com/trends/yamaha-crosswave-waverunner.md) - [Sports Equipment Rental Services](https://www.trendhunter.com/trends/sports-equipment-rental.md) - [Outdoor Vehicle Rental Memberships](https://www.trendhunter.com/trends/polaris-adventures-select.md) - [Wetsuit Rental Programs](https://www.trendhunter.com/trends/wetsuit-rental-program.md) - [Sensational Electronic Surfboards](https://www.trendhunter.com/trends/jetone.md) - [Jet-Ski Powered Yachts](https://www.trendhunter.com/trends/one-16.md)