• New Boat Builder Strengthens Commitment to Dealer Support and Industry Growth; Exhibited at Dealer Week 2025
MINNEAPOLIS — The Marine Retailers Association of the Americas (MRAA) announces that Alera Marine, a new pontoon boat manufacturer, joined the association late last year and participated as a new exhibitor at Dealer Week 2025 in Tampa, Florida.
The partnership strengthens Alera Marine’s engagement with marine retailers and reinforces its commitment to building a strong dealer network. Part of its expanded involvement with MRAA included participation at MRAA’s annual conference. The Elkhart, Indiana-based manufacturer presented product but connected with retailers who were looking for new opportunities with a builder committed to their retail success.
“While Alera Marine is a new brand, they’re already seeing the value in connecting their current dealers with MRAA resources, while also showcasing their product at Dealer Week, where they grew their dealer network,” said Liz Keener, Senior Director of Partnerships for MRAA. “We’re happy to have them on board with MRAA.”
Alera’s leadership group includes CEO Coley Brady, General Manager Jordan Kistler and Vice President of Marketing Joe Mehl, supported by more than 40 designers, engineers and craftspeople focused on craftsmanship, serviceability and long-term reliability.
As a Platinum Partner, Alera Marine will have access to MRAA’s expanded dealer development programs, educational resources, industry insights and opportunities to collaborate on initiatives focused on elevating dealer operations and customer experience. Platinum Partners play a key role in advancing MRAA’s mission and supporting marine retailers across North America.
The MRAA Partner Membership Program brings together marine manufacturers, service providers and industry partners who share a commitment to strengthening dealership success and the boating experience overall. A full list of partners can be viewed at mraa.com/partners.
About Alera Marine Group
Alera Marine Group is a pontoon boat manufacturer based in Elkhart, Indiana. Founded by a team of marine industry veterans, Alera is focused on building high-quality boats that emphasize performance, serviceability and thoughtful design. With more than 200 combined years of industry experience, the Alera team is committed to delivering a product that is reliable, easy to own and enjoyable to operate. The company’s first model, the Alera Model M, brings together smart engineering, functional features and modern styling. Alera’s mission is simple: to propel people forward by doing whatever it takes—whether that means supporting customers, partnering with dealers or building boats that stand the test of time. Learn more at AleraMarine.com.
About the Marine Retailers Association of the Americas
The Marine Retailers Association of the Americas is the trusted catalyst for success in the marine retail industry. Dedicated to fueling dealer growth and strengthening the boating experience, MRAA delivers industry-leading insights, expert guidance and proven solutions that assist marine retailers in navigating challenges and seizing opportunities. Through education, advocacy and innovative resources, MRAA empowers dealers to thrive, and help drive a stronger more sustainable marine industry. Learn more at mraa.com/.
