• How Marine Dealers Are Performing in 2025

By Rob Grant, Associate Director of OEM Business Development, Lightspeed, an MRAA Strategic Partner

As the boating industry continues to evolve, marine dealers are finding new ways to stay afloat in a competitive market. A recent study by Lightspeed Data Services sheds light on how used boat sales, specifically for models from 2015 and newer, have shifted between the first half of 2024 and the same period in 2025. The data reveals key trends in dealer performance, unit margins and overall sales volume, offering valuable insights for Original Equipment Manufacturers (OEMs), dealers and industry stakeholders.

Rising Sales, Shifting Margins

One of the most notable trends is the increase in total unit sales. In the first half of 2024, dealers sold 4,769 used boats. That number jumped to 5,560 in the first half of 2025, a 16.6% increase. This growth suggests strong consumer demand and possibly improved inventory availability.

However, while sales volume rose, unit margin percentages saw a slight decline. In 2024, average unit margins ranged from 10.41% to 12.71%, peaking in May. In 2025, margins were slightly lower, ranging from 9.44% to 11.86%, with the highest margin occurring in March.

This dip in margins may reflect increased competition among dealers, more aggressive pricing strategies or higher acquisition costs for used inventory. It’s a reminder that volume doesn’t always translate to profitability.

Dealer Count on the Rise

Another key metric is the number of active dealers participating in used boat sales. In January 2024, 213 dealers reported transactions. By June, that number had grown to 431. In 2025, the trend continued upward, starting at 218 dealers in January and reaching 472 by June.

This growth in dealer participation could indicate a broader industry shift toward used inventory as a strategic focus. It may also reflect improved access to digital tools and platforms that streamline the sales process, making it easier for more dealers to enter the market.

Deal Count Per Dealer: A Mixed Bag

When examining deal count per dealer, the data shows a more nuanced picture. In early 2024, dealers averaged 1 to 2 deals per month. By mid-year, most dealers were consistently closing 2 deals monthly. In 2025, the pattern was similar, though January and February saw a slight dip to just 1 deal per dealer.

This metric is crucial because it reflects dealer efficiency and engagement. While more dealers are entering the market, not all are increasing their transaction volume. This could be due to regional market differences, inventory constraints or varying levels of sales expertise.

What It Means for the Industry

The Lightspeed data paints a picture of a dynamic and growing used boat market. More dealers are participating and total sales are up, but margins are tightening. For OEMs and marine businesses, this means:

• Inventory strategy matters: Dealers need to balance volume with profitability. Sourcing quality used boats at favorable prices is key.
• Training and support are essential: As more dealers enter the market, providing sales training and digital tools can help boost deal count per dealer.
• Market intelligence is a competitive edge: Understanding regional trends and consumer behavior can help dealers tailor their strategies for better results.

Looking Ahead

As we move into the second half of 2025, it will be interesting to see whether these trends continue. Will margins rebound? Will dealer participation plateau or keep growing? And how will consumer preferences shape the market for used boats?

For now, the data suggests that the used boat segment is not just surviving, it’s thriving. Dealers who can adapt to changing conditions and leverage data-driven insights will be best positioned to succeed in this evolving landscape.

For more market data insights visit https://www.lightspeeddms.com/resource-hub/data-services/ or contact us at sales@lightspeeddms.com.

About the Author

Rob Grant, Associate Director of OEM Business Development, Lightspeed, brings nearly 30 years of hands-on experience in the marine industry, with a deep understanding of both dealership operations and technology innovation. His career with Lightspeed began in 2000, after spending five years working inside two marine dealerships — both of which used Lightspeed software. That foundational experience on the dealership floor gave Rob an operator’s perspective, one that continues to inform his approach to business development and OEM collaboration to this day.

Throughout his 20+ years at Lightspeed, Rob has become a driving force behind efforts to streamline dealership workflows, improve RECT (Repair Event Cycle Time) and strengthen the connections between dealers, OEMs, and technology partners. His work focuses on making dealership operations more efficient, integrated and customer-centric — backed by his strong belief that technology should remove friction, not create it.

Today, Rob serves as a trusted advisor and advocate for marine dealerships across North America. He plays a key role in expanding OEM partnerships and developing smarter tools that help dealers better serve their customers. A frequent contributor to industry conversations, Rob is known for blending practical insights with a forward-thinking mindset — always keeping the dealer experience at the heart of his work.

Based in Utah, Rob enjoys boating with his family on nearby lakes and remains deeply committed to the continued growth and evolution of the marine industry.

---

Related Dealer Week 2025 Course: “Revitalize a Key Revenue Stream: Pre-Owned Boat Sales” with Jordon Schoolmeester.