MRAA Adds 3 New Consultants to Enhance Dealer Certification Program

MINNEAPOLIS — The Marine Retailers Association of the Americas announces the addition of three new consultants within the Dealership Certification program, to meet participation demands and growth.

Kurt Von Ahnen, Paula Crosbie and Dixie Morrow have partnered with the MRAA to facilitate Dealership Certification webinar series sessions. The consultants were selected because of their experience in working with dealerships and their eagerness to share that knowledge with dealers participating in the Certification program.

“We are thrilled to welcome Kurt, Paula and Dixie into the MRAA Dealership Certification program,” said Liz Keener, MRAA Certification Manager. “Each of these individuals has exhibited their passion for helping dealers learn and grow, and they’re all devoted to contributing to MRAA’s Certification efforts.”

Adding Von Ahnen, Crosbie and Morrow has nearly doubled MRAA’s team of consultants, all of whom distribute best practices, tools, resources and provide sound advice to the dealers within Certification. Existing program consultants include Steve Jones, Zane Stevenson and Rallee Chupich. They’re led by Bob McCann, Lead Certification Consultant and industry veteran.

Von Ahnen, who has nearly 30 years of experience in powersports and automotive, has created the “Mañana No Mas!” membership, a learning and community-based platform service, as well as his Powersports Academy education portal. A certified speaker, trainer and coach, Von Ahnen has spoken at marine dealer events and looks forward to expanding his marine industry reach. Additionally, he will speak on leadership and service and parts in two Dealer Week 2023 educational sessions in December.

Crosbie and Morrow, partners at PCLM Business Solutions, each have nearly 20 years of experience as Lightspeed dealer management system (DMS) trainers. At PCLM, they help dealers with DMS optimization, financials, remote accounting, departmental training and more. Their combined skillsets are a natural fit with the Dealership Certification program because they’re well-versed in process mapping and operational improvements. Serving as subject matter experts, both will speak about communications for a changing customer in the Service and Parts Pathway at Dealer Week 2023.

Moreover, in early 2022, MRAA introduced the seven-week Certification webinar series, working with groups of dealerships to help them complete Certification in a concentrated, seven-week period. The webinar series launch, and additional support from several boat and engine manufacturers, helped Dealership Certification enrollment double from 2021 to 2022 and Certification completion rise to 97 percent. MRAA added Von Ahnen, Crosbie and Morrow to its team to accommodate this recent successful growth in the Dealership Certification program.

“Dealership Certification has seen a surge of growth since establishing our seven-week program, which offers dealers the blueprint to success,” said Keener. “Certification guides all dealers – from newcomers to decades-old businesses – through improvements in customer experience, employee engagement and dealership operations.”

Certification webinar series sessions are now open for enrollment in October and January. Dealership Certification is available to dealers of all sizes, locations and experience. MRAA Members receive a discount on program pricing.

About the Marine Industry Certified Dealer Program
The Marine Retailers Association of the Americas’ Marine Industry Certified Dealership Program covers a broad range of requirements designed to cultivate a high level of customer satisfaction through communication, appearance and quality, enhance the customer experience by implementing processes for overall dealership functionality and establish organizational procedures to ensure smooth operations and happy customers. To learn more about Certification, visit  

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit or contact us at 763-315-8043.