Monthly Dashboard Helps Boating Industry Track Early Consumer Awareness, Interest and Engagement

Boat dealerships need to understand how consumer interest in recreational boating is growing and how well Discover Boating is performing in its role. Discover Boating, powered by the National Marine Manufacturers Association (NMMA) and the Marine Retailers Association of the Americas (MRAA), recently introduced the Discover Boating Health Score Index (HSI), a monthly dashboard that tracks consumer awareness, engagement and early interest in recreational boating.

What is the Discover Boating Health Score Index?

The Discover Boating HSI combines key performance indicators (KPIs) across the early stages of the customer journey:

• Reach: Are consumers seeing boating‑related messaging?
• Inspire: Do they show interest and seek information?
• Engage: Are early steps toward participation taken?

The index examines overall market momentum rather than individual marketing metrics. It’s a high-level health check, not a dealership scorecard or sales report.

Why the Health Score Index Matters to Boat Dealers

Discover Boating’s role is to build awareness and interest in boating before a consumer enters a marine dealership. That top‑of‑the‑funnel activity is essential for long‑term industry growth.

As that awareness builds, boat dealers benefit from the larger more engaged pool of potential customers entering in the middle of the buying journey. Increased awareness shows up through expanded website traffic and “hand-raisers” — consumers who request information, sign up for updates or take other meaningful steps. The index shows the NMMA, MRAA and industry stakeholders whether early stage efforts are building momentum or need adjustment.

What April’s Health Score Index Results Show

April’s HSI came in at 91% against a benchmark of 100%, reflecting a strong overall position as the spring and summer season begin. Performance tracked slightly below goal due the timing of the campaign launch. However, search trends and participation activity remained stable and encouraging. Early testing, tied to Discover Boating’s “See You Out Here” campaign has also produced positive signals. Initial paid media tests showed higher website traffic and more hand‑raisers in markets with Discover Boating support.

How Can Dealers Use the Discover Boating HSI

As a dealer, the HSI supports strategic oversight and trend monitoring. It is not for day‑to‑day operational decision-making. Consistent investment in awareness and inspiration ensures there is a healthy pipeline of future boaters to engage, educate and ultimately convert at your level.

Learn More About the Health Score Index

The Discover Boating HSI will be updated monthly for NMMA and MRAA members as well as industry stakeholders. Dealers are encouraged to review the full breakdown, methodology and FAQs directly from NMMA. Read the full NMMA story and access the HSI dashboard here.

MRAA Members are invited to attend a 30-minute webinar to learn about the Discover Boating HSI and why it matters to their businesses. During the webinar, you’ll get a brief overview of what the Health Score Index is and how it works.