Strategic Collaboration to Propel Boating Industry Growth

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Jerrod Kelley

• NMMA & MRAA launch Market Expansion Advisory Group

In response to a concerning slowdown in new boat sales and shifting consumer behavior, the National Marine Manufacturers Association (NMMA) and MRAA have joined forces to launch the Market Expansion Advisory Group. Beyond that, this collaborative initiative unites marketing leaders from across the marine industry — including manufacturers and dealers. Also, it will chart a unified strategy for growing boating participation and sales.

Discover Boating Collaboration and Market Growth


We are all committed to growing the industry together, and the Discover Boating team of the MRAA and NMMA must help provide the clarity for how we get there. Furthermore, the market demands we move because:

  • Economic headwinds & aging owners:
    • The median age of boat owners hit 60 in 2024.
    • Continued softening of new boat sales.
    • Without fresh demand, tomorrow’s pipeline will shrink.
  • Member feedback:
    • Members desire more from NMMA and MRAA, seeking a clearer Discover Boating ROI.
    • Need for stronger links across the industry ecosystem from associations to OEMs to dealers, so everyone is on the same page about our growth strategy and who’s accountable for what.

Unite Boating Industry Around a Common Goal

Most notably, the Advisory Group has one primary mission: To define and achieve success for the Discover Boating brand in a way that drives real results across the recreational marine industry. Marketing experts from manufacturers, dealerships and associations — guided by NMMA and MRAA leadership — tackle two vital questions:

  • How should we define success for Discover Boating?
  • How do we achieve that success together?

Moreover, by addressing these questions, the group aims to create shared goals, leverage collective insights and foster greater collaboration between manufacturers, dealers and industry stakeholders.

Meet Market Expansion Advisory Group

Market Expansion Advisory Group members were hand-selected for their marketing leadership, industry expertise and understanding of consumer behavior. They are;

  • Thomas Bates, Chief Revenue Officer, Correct Craft
  • Lauren Beckstedt, Chief Marketing Officer, Brunswick
  • Bryce Brown, Owner, MasterCraft Colorado
  • Abbey Heimensen, Vice President of Marketing, MarineMax
  • Amber Holm, CMO, Winnebago Industries & Board Member, GoRVing (RVIA)
  • Victor Gonzalez, CMO, Sportsman Boats
  • Rob Parmentier, CEO, Sailfish Boats & NMMA Board Liaison
  • Bryan Seti, GM, Yamaha Watercraft & National Sales & Marketing, G3 Boats

Furthermore, this cross-section of voices brings a broad, balanced perspective on how Discover Boating can better connect with tomorrow’s boat buyers.

What the Leaders Are Saying

Advisory Group members driving bold thinking around shared solutions:

  • “This is bigger than a campaign; it’s about how we work together to serve a changing consumer through shared resources that allow us to accomplish what no single entity can accomplish on its own. Like any good marketing effort, the group will ensure decisions are rooted in data and partnership and bring clear measures of success for Discover Boating that ignite industry action.” — Lauren Beckstedt, CMO, Brunswick
  • “It’s critical for any brand or category — in our case boating — to be known by those who don’t know about it. This is where growth happens. Successful marketing that turns these people into boat buyers starts with connecting them to what boating stands for, how it makes them feel and how it fits into their life. The group will answer how Discover Boating can do this best and how OEMs and dealers need to plug in to make it work for their business.” — Bryan Seti, GM, Yamaha Watercraft
  • “Market growth is a team sport. Manufacturers, dealers and associations each have a role, and we’re prepared to take bold, coordinated steps forward.” — Abbey Heimensen, VP MarineMax
  • “We need a solution to grow this industry because sales are not only declining, they’re going away. People are choosing to rent, join a boat club or not even become a boater at all. Something has to change and our goal for this group is to ignite the spark we need to enact real change and get our industry on the right track to grow.” — Rob Parmentier, CEO, Sailfish Boats

Why It Matters for Dealers

To clarify, for retailers, this initiative isn’t just about brand strategy — it’s about ensuring the industry invests in growth that benefits the frontline: Dealerships. In addition, Discover Boating must become a shared platform that supports how you market, sell and engage today’s evolving customer base. Your voice and participation are key to making that happen.

Taking it further, Discover Boating is conducting new, in-depth consumer research in partnership with Ipsos. It helps to better understand today’s and tomorrow’s boat buyers — their motivations, barriers and behaviors. The research concludes at the end of September. The insights will guide future marketing strategies and actionable tools for dealers.

How To Get Involved

1. Attend the Discover Boating Marketing Summit — October 6, Tampa, Fla. (at IBEX)
As a business owner, marketing manager or dealership admin., you have a chance to preview the research findings. Also, you get to hear from leading marketing experts and contribute to the future of Discover Boating. Stay tuned for more details and a save-the-date.

2. Join us at Dealer Week — December 7–10, Tampa, Fla.
Dealer Week, MRAA’s annual conference and expo, will be your opportunity to take what we’ve learned and turn it into action. For instance, you’ll gain access to strategies, tools and expert guidance on how to apply the research to your own sales and marketing plans.

For questions or more information, contact Matt Gruhn, MRAA President, or Ellen Bradley, NMMA Chief Brand Officer.

Read NMMA/MRAA Letter

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