MINNEAPOLIS, Dec. 17, 2025 — The Marine Retailers Association of the Americas has announced the formation of a “Dealership of the Future” Task Force, a multi-stakeholder initiative designed to confront the rapidly intensifying forces reshaping the marine retail business model and to provide dealers with a clear roadmap for long-term success.
The creation of this group comes at a pivotal moment for the marine industry, as dealers face a convergence of challenges unlike any in recent history. Consumer expectations have shifted dramatically. Technology has advanced at a pace that outstrips industry adoption. Operational complexity continues to grow. Service demands are rising. Product pricing has escalated faster than income levels. And the traditional retail model, which was built in an analog era, is struggling to meet the needs of the modern boating consumer.
“Over the past couple years, I kept hearing the same signals from every direction,” said Matt Gruhn, MRAA President. “Dealers and manufacturers alike are challenged by rising customer expectations. And have been identifying growing friction points across the ownership journey. It has become more evident that these pressures are not temporary. They are structural. And our industry, both the dealership leaders and their manufacturer and technology-focused partners, need a coordinated, thoughtful response.”
Aspiring Vision Statement
MRAA’s Dealership of the Future Task Force members have already established a clear and aspirational vision for the next generation of marine retail:
“The Dealership of the Future is a trusted gateway to the boating lifestyle, serving as a technology-enabled hub and delivering effortless, personalized experiences across every touchpoint — online, in-store and on the water. It blends innovation with human connection to make boating accessible, inspiring and sustainable for all. By fostering community, embracing transparency and collaborating across the industry, it redefines marine retail as a seamless journey that turns customers into lifelong boating ambassadors.”
MRAA believes this vision shifts the industry from a transactional, negotiation-centered business model and toward a relationship-driven, digitally integrated, customer-experience focused approach.
Collaborative Task Force
The MRAA’s Dealership of the Future Task Force unites respected voices from across the industry — innovative dealers, leading manufacturers, influential partners and key MRAA staff — all committed to shaping a more modern and sustainable retail model.
Dealer Members
- Jeremy Anderson, President, Walstrom Marine
- Bob Bense, President & CEO, Superior Boat Repair & Sales
- Bryce Brown, Principal, MasterCraft Colorado
- Jani Gyllenberg, Innovation & Business Development Manager, Marine Connection
- J Hurless, Owner, Reeder-Trausch Marine
- Joe Lewis, General Manager, Mount Dora Boating Center & Marina
- Joe Martin, President, BoatJunkie Sales & Service
- Eric Smith, General Manager & Co-Owner, Colorado Boat Center
- Kim Sweers, Managing Partner, FB Marine Group
Manufacturer & Partner Members
- Thomas Bates, Chief Revenue Officer, Correct Craft
- Ellen Bradley, Chief Marketing Officer, Discover Boating
- Jeff Haradine, President, Barletta Boat Co.
- Ryan Kloppe, Associate Director, Lightspeed
- Jason Nierman, Chief Revenue Officer, Rollick
MRAA Staff Participants
- Ridgeway Addison, Senior Director of Education
- Stevie Cook, Certification Manager
- Matt Gruhn, President
- Jerrod Kelley, Content Manager
- Steven Netsch, Director of Research & Strategic Insights
- Liz Walz, Director of Learning Vision & Impact
Task Force Priorities & Roadmap
The Task Force was formed after months of research and industry dialogue, during which several core priorities have been developed. Over the coming year, the Dealership of the Future Task Force will develop and release a structured series of insights, frameworks, and recommendations for dealers and manufacturers. This roadmap will be supported by MRAA research, educational programming and direct collaboration with the Task Force members, MRAA’s Board of Directors, the MRAA Educational Foundation and MRAA’s Strategic Partners.
“As the marine industry’s leading provider of adult training and education, it’s not only our job to provide insights, guidance and solutions for the challenges and opportunities our industry faces,” explained Gruhn, “but it’s also our duty to look out over the horizon and understand the forces that will impact the success of our industry and prepare our industry for them. MRAA’s Dealership of the Future Task Force has been established to do exactly that, by defining, designing and driving the transformation of the marine dealership business model to meet the demands of a rapidly evolving consumer, retail and technological landscape.”
About the Marine Retailers Association of the Americas (MRAA)
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.
