Anglers and Boaters Call on Youngkin to Move Menhaden Reduction Fishing out of the Chesapeake Bay

• National and regional groups launch effort to protect the health of the Bay and coastal economy

RICHMOND, VA, June, 14, 2022— The Marine Retailers Association of the Americas and a coalition of 10 national and 10 Virginia-based groups is urging Governor Glenn Youngkin to move menhaden reduction fishing out of the Chesapeake Bay. The recreational fishing community is concerned that years of localized depletion from the annual harvest of over 100 million pounds of menhaden in the Bay has deprived gamefish like striped bass, bluefish, and weakfish of a critical food source.

Organizations including the Theodore Roosevelt Conservation Partnership (TRCP), American Sportfishing Association, Coastal Conservation Association, Marine Retailers Association of the Americas, and the Virginia Saltwater Sportfishing Association (VSSA) are dedicated to maintaining the health of the Bay, the region’s economy, and the broader marine ecosystem in the Atlantic. The coalition, which represents thousands of anglers and conservationists from Virginia and beyond, sent a letter to Governor Youngkin today asking that reduction fishing for menhaden be moved out of the Bay until science shows that it isn’t having an impact on fish and habitat.


“Our members have witnessed years of decline in our striped bass, and we believe there is a causal relation to the menhaden reduction industry in the Bay,” says Steve Atkinson, President, VSSA. “Large-scale reduction fishing is outlawed by every other state on the East Coast, so it’s high time that Virginia took action.”

The striped bass fishery is the largest marine recreational fishery in the U.S., driving $166 million in recreational fishing activity in Virginia alone. However, the economic value of striped bass fishing to Virginia has declined by over 50 percent in the past decade.

“Industrial menhaden fishing in the Bay has almost wiped out striped bass fishing charters in the fall and winter,” says Bill Pappas, Owner, Playing Hookey Charters in Virginia Beach. “Nobody will book a trip when striped bass fishing is this bad.”

Science Points to Striped Bass Numbers Decline

According to the latest science, menhaden reduction fishing contributes to a nearly 30-percent decline in striped bass numbers coastwide. Omega Protein, part of Cooke Inc., is responsible for this immense menhaden harvest, which is harming the most important striped bass nursery on the East Coast and undermining the sportfishing economy and small businesses throughout the Commonwealth. It is up to Governor Youngkin and the Virginia Marine Resources Commission (VMRC) to implement commonsense regulations until science demonstrates that menhaden fishing can be allowed without negatively affecting the broader Bay ecosystem.

“Boating and fishing in the Chesapeake Bay are primary drivers of business for boat dealers across Virginia and largely depend on a robust menhaden population and strong striped bass fishery,” says Chad Tokowicz, MRAA Government Relations Manager. “For that reason, the MRAA and our Virginia members hope that Governor Youngkin will support small businesses and the state’s outdoor recreation economy by ending menhaden reduction fishing in the Chesapeake.”

A Call for Change

Local and national groups are calling on their Virginia members, as well as boaters and anglers across the East Coast, to push for change.

“Virginia has an immense responsibility to the Bay ecosystem and anglers up and down the East Coast, where recreational fishing for striped bass is a way of life,” says Whit Fosburgh, President and CEO, TRCP. “We’re making sure that there is national attention on this effort to move menhaden reduction fishing out of the Bay, an iconic fishing destination in its own right, and working closely with fisheries managers in the Atlantic and Gulf to account for the critical role of menhaden in the marine food chain.”

See the petition that fishing and boating groups are circulating now through October, when the VMRC has an opening to change menhaden regulations.

Read the coalition’s letter to Youngkin.


Important Facts for Media:
     • Reduction fishing for menhaden is the industrial harvest of an oily baitfish that is then ground up and “reduced” for use in pet food and other products.
     • This practice contributes to a nearly 30-percent decline in Atlantic striped bass.
     • Virginia is the only East Coast state where reduction fishing for menhaden has not been outlawed.
     • A single foreign-owned company, Omega Protein, removes more than 100 million pounds of menhaden every year from the Chesapeake Bay, the most important striped bass nursery on the East Coast.
     • The striped bass stock has been struggling to recover for over a decade, affecting fishing opportunities and coastal businesses.
     • Anglers are complying with an 18-percent reduction in striped bass harvest, with more cuts expected this year.
     • Omega Protein would still be able to harvest menhaden in state and federal waters.
     • A coalition of 11 national and 10 Virginia-based groups is urging Governor Glenn Youngkin — and the Youngkin-appointed Virginia Marine Resources Commission — to regulate menhaden reduction fishing in the Chesapeake Bay.

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 MRAA.com or contact us at 763-315-8043.

Finding the Right Crew: Rethinking How We Hire Sales and Service Staff

• Why proactive marine industry hiring strategies will set up your dealership for success

By Amanda Funk, Founder, Compass Maritime Group, an MRAA Partner

Building strong sales and service teams in the marine industry has become one of the biggest challenges facing dealerships today. Candidates are scarce, competition is fierce and the roles themselves are changing.
The traditional methods of hiring simply don’t work anymore. There are more open positions than available candidates, and dealerships need to stand out to appeal to qualified candidates.
So how do you attract and keep the right people? It starts with rethinking the way we hire.

Identify Your Hiring Needs Early

Most dealerships don’t plan to fall behind in hiring. They just wait until a vacancy or busy season forces their hand. That’s reactive hiring: rushing to fill a seat instead of strategically building a team.
Proactive hiring looks different. It starts with a clear understanding of what your dealership needs, not just today, but three to six months from now. It means asking questions like:

  • Which positions are critical for spring operations?
  • Who might be retiring, relocating or moving into a different role?
  • Where do we have growth opportunities that need the right people in place to support them?

When you plan ahead, you gain options. You can take time to recruit selectively, train properly and onboard effectively. You can create internships or part-time roles to build your future talent pipeline.
Reactive hiring costs more. Not just in wages, but in lost efficiency and morale. Proactive hiring saves time, protects your culture and ensures you’re ready when business ramps up.

Market the Opportunity, Not Just the Job

We spend plenty of time marketing boats, but what about marketing our careers?
Job seekers respond to stories, not checklists. A posting that says “Service Technician wanted. Competitive pay. Must have experience” won’t stand out.

Instead, describe the purpose: “You’ll play a key role in keeping our customers on the water diagnosing, repairing and fine-tuning the boats that bring families joy all season long.”
For sales roles, highlight the opportunity and lifestyle: “If you love the water and enjoy helping people find their perfect boat, this is a career that lets you share that passion every day.”
Think like a marketer. Emphasize what makes your dealership unique: your culture, team, values and connection to the water. That’s what draws people in.

Expand Where and How You Look

The best candidates aren’t always scrolling job boards. Many are working in adjacent industries such as automotive, small-engine or outdoor recreation where their skills translate easily.
Consider these recruiting channels:

  • Referral programs: Reward team members for bringing in quality candidates.
  • Trade schools and technical programs: Students are eager for hands-on experience and can grow into full-time techs.
  • Local partnerships: Sponsor a class, speak at a school or host a “Marine Industry Career Day.”
  • Social media: Post short videos featuring your team in action. Real faces and authentic enthusiasm are your best advertising.
  • Recruiters: Partnering with an industry-focused recruiter can expand your reach, screen candidates efficiently and free up your managers to focus on customers. A good recruiter should feel like an extension of your team, not a replacement for it.

You don’t need every channel, just the right ones, used consistently.

Hire for Culture, Train for Skill

The best hires aren’t always the most experienced; they’re the most teachable. Technical ability can be developed. Drive, integrity and curiosity cannot.
“Some of my best hires were those with the least amount of experience,” Amanda Funk recalls of her days as a marine retail store manager.

CNG Staff Planner Template

Get a helpful staff planner template from Compass Maritime Group.

Get Resource


Interviewing

During the interview process, focus less on checking boxes and more on uncovering motivation, character and cultural fit. Instead of asking, “Do you have marine experience?” try questions that reveal how candidates think, learn and interact.

Build a Structured Interview Framework

A good interview process should be intentional and repeatable. Every candidate should move through the same core steps:

  • Initial phone screen: Confirm basics: availability, interest and communication style. This can be done by a manager or recruiter and helps you quickly identify candidates worth pursuing.
  • In-person interview: Dive deeper into experience, problem-solving and attitude. Include at least one situational or behavioral question that relates to real dealership life.
  • Team involvement: Bring a few existing team members in and let them ask a question or two. Culture fit is a two-way street. This step helps both sides gauge whether it’s the right match.

A structured approach not only creates consistency but also reduces bias and speeds up decision-making. When using an industry-focused recruiter, much of the interviewing is done for you, and only the top candidates are presented for your final review.

Look Beyond the Words

Pay attention to tone, curiosity and confidence. A candidate who asks thoughtful questions, “What kind of training do you provide?” or “How is success measured here?” is demonstrating long-term interest.
Body language matters too. Are they engaged? Do they light up when talking about teamwork or customer service? These cues often predict job performance better than technical credentials alone.

Close the Interview Strong

Every interview should end with clarity. Explain next steps and your decision timeline. Be transparent about what the role entails including seasonality, expectations and growth opportunities.
Even if you don’t extend an offer, every candidate should leave with a positive impression of your dealership. That goodwill strengthens your reputation in the local labor market.

Get a sample sales and service team interview questions from Compass Maritime Group.

Get Resource
CMG hiring resource


The Takeaway

Hiring in the marine industry isn’t getting easier, but it can get smarter. By shifting from reactive to proactive hiring and treating every position as a story worth telling, dealerships can build marine workforces that reflect the passion and professionalism of our industry.
As the season winds down, use this time to review your dealership hiring strategy, strengthen your job postings and build your candidate pipeline. When spring arrives, the dealerships with prepared crews will be the first ones off the dock.

About the Author

Amanda Funk founded Compass Maritime Group, a workforce development and business solutions firm serving the recreational marine industry, after 23 years of working in various roles throughout the industry. Through Compass Maritime Group, she helps dealerships, marinas and service operations attract, hire and retain the right talent to keep their businesses growing.
During her time off, you can find Amanda cruising the Chesapeake Bay on her Sportsman Heritage with her 5-year-old daughter and 4-year-old son. They enjoy anchoring and swimming, trot lining for blue crabs and fishing. With her family, Amanda also enjoys spending time in the mountains of Western Maryland, where they hike and spend sunny days at the lake.

Amanda Funk, CMG Founder

Hold Onto Your Team and Boost Their Satisfaction

Highlighting a workforce tactic based on expert guidance from SHRM HR leader Gloria Sinclair Miller, a previous Dealer Week educator

Morgan Wallen put out a hit country song in 2021 titled “Bandaid on a Bullet Hole.” Essentially, his song croons about a failed relationship and the many ways he (or people in general) try to fix their critical problem with quick or temporary solutions. In your world, an example would be your marine tech duct taping a busted prop on an outboard motor, hoping it will save your customer’s fishing weekend. It’s not a sound decision even if it would provide a very short-lived “fix.”

The marine industry and dealerships have struggled with workforce pain for years. The good ones — those who excel at employee retention and building workplace culture — know it takes real effort, NOT an adhesive bandage. Half-hearted efforts lead to half-hearted results.

Moreover, failed fixes can amplify burnout and erode trust, leaving your team discouraged and seeking greener grass elsewhere. That’s why you need proven tactics that help your team stay committed (loyal), productive and delighted to perform. Their satisfaction directly effects your company culture and customer experience. By taking a proactive stance to engage them, you will not only enhance their creativity and innovation, but also boost retention.

Hold onto your team - Know your team slide
Consider taking proactive steps to manage your workforce and engage your employees to gain trust and vital feedback to truly know them!

Here’s a tactic to consider adding to your dealership’s employee connection efforts.

Run Quarterly Stay Interviews + Pulse Checks

Stay interviews aren’t done to try to keep an employee who is set on leaving. No, according to Gloria Sinclair Miller of the Society for Human Resource Management (SHRM) they are done quarterly to engage, build trust and bring to the surface issues that create pain for your employees.

It’s wise to schedule short 20-minute check-ins with every team member each quarter to capture their pulse. You seek to grasp their current state of happiness and to record genuine feedback. Additionally, do so without blame or condemnation. Listen intently and take action. Gloria calls it “knowing your talent.” Futhermore, through this level of frequent communication, you can do that WITH buy-in.

Take Action and Engage

Watch Gloria Sinclair Miller’s complete course “Rethink How to Engage and Hold on to Your Employees” on MRAATraining.com, where you will unlock more expert insights and workforce guides you can roll out as part of your 2026 plan.

Can’t access the course but want to? Reach out to the MRAA Membership team.

BoatPAC Shatters Fundraising Record Thanks to Industry Support

The Marine Retailers Association of the Americas (MRAA) celebrates an incredible achievement for our industry’s advocacy efforts — the industry’s political action committee, BoatPAC, has set a new all-time fundraising record! Thanks to the generosity of more than 400 donors across the recreational boating industry, BoatPAC raised $359,000 during the 2025 fiscal year, surpassing last year’s record and marking the most ever raised in a single year.

BoatPAC

Supporting & Protecting Boating Businesses

This milestone comes at a critical time. With the 2026 midterm elections quickly approaching and key issues facing our industry on the line, these contributions ensure the recreational boating community speaks with one strong, unified voice in Congress. Moreover, BoatPAC’s work helps strengthen relationships with policymakers, advocate for the more than 800,000 American jobs supported by recreational boating, and protect the future of boating businesses across the country.

“The MRAA thanks each and every one of our members and staff who contributed to the BoatPAC and helped us break our previous fundraising record,” said Matt Gruhn, MRAA President. “Supporting BoatPAC is crucial in helping us maintain and improve our relationships on Capitol Hill, allowing us to support our champions and advocate for industry priorities.”

The MRAA extends a special shoutout to our board of directors, who achieved 100% participation in supporting BoatPAC this year. It’s a powerful reflection of their leadership and dedication to advancing our industry’s advocacy goals.

Get Involved: Connect with BoatPAC at Dealer Week 2025

Looking for an opportunity to connect with industry peers and celebrate this milestone in person? Join BoatPAC at the BoatPAC Reception, taking place from 6-8 p.m., Monday, Dec. 8, at Jackson’s Bistro in Tampa during Dealer Week. Furthermore, the reception offers a fun and engaging environment that enables you to:

  • Meet fellow advocates
  • Learn more about the PAC’s work
  • Hear firsthand how your support strengthens the boating industry’s voice in Washington

To RSVP and secure your spot, click here.

Support BoatPAC

Want to further support BoatPAC and help protect the future of recreational boating? Become an MRAA member and complete a prior approval form to stay informed about BoatPAC events and contribution opportunities. Take the first step by filling out the short form here.

Your continued support helps ensure that the interests of marine retailers and the boating community remain strong and well-represented in the policy conversations that shape our industry.

In conclusion, if you have questions or want to learn how to get more involved with BoatPAC? Contact:

Engage the Next-Gen Boater

• How to Stand Out at 2026 Shows

With winter boat shows on the horizon, it’s time to align your team around the full consumer experience and build your 2026 playbook — pre-show outreach, on-site experience and post-show follow-up — to turn traffic into qualified leads and sales.

Boat shows are more than product showcases — they’re one of the few channels that deliver true face-to-face interaction, and not just with loyal customers but with the next generation of boaters. Use boat shows to spark new relationships and accelerate sales.

A few things to think about in boat show planning

  • How will you attract new boaters? First-timers are coming to shows in greater numbers. Make your brand unmistakable with immersive displays and hands-on experiences (brief education, tech demos) to welcome younger audiences and next-gen buyers.
  • Lead with innovation and product ease. Shoppers want tech that makes boating simpler, safer and more fun. Highlight and demo product features that remove confidence barriers — then connect those benefits directly to ownership.
  • Use offers to convert. Limited-time show specials, value bundles and clear financing options can pull fence-sitters over the line. Coordinate with your show team to promote these offers across your channels before and during the event. And, be sure to communicate these offers with show management so the Discover Boating team can help promote!

2026 Discover Boating Boat Show Calendar

  • Discover Boating New England Boat Show®, in partnership with Progressive® — Jan. 7–11, 2026
  • Discover Boating Atlanta Boat Show®, in partnership with Progressive® — Jan. 8–11, 2026
  • Discover Boating New York Boat Show®, in partnership with Progressive® — Jan. 21–25, 2026
  • Discover Boating Minneapolis Boat Show®, in partnership with Progressive® — Jan. 22–25, 2026
  • Discover Boating Chicago Boat Show™, in partnership with Progressive® — Jan. 28–Feb. 1, 2026
  • Discover Boating Louisville Boat, RV, & Sportshow®, in partnership with Progressive® — Jan. 28–Feb. 1, 2026
  • Discover Boating Mid-Atlantic Boat Show®, in partnership with Progressive® — Feb. 5–8, 2026
  • Discover Boating Atlantic City Boat Show®, in partnership with Progressive® — Feb. 25–Mar. 1, 2026 
  • Discover Boating Norwalk Boat Show®, in partnership with Progressive® — Sept. 24–27, 2026

Visit DiscoverBoating.com/boat-shows for a comprehensive 2026 show calendar. See the map here.

Discover Boating


Have Questions About Discover Boating Boat Shows?

  • For questions on Discover Boating boat shows, contact Jennifer Thompson, NMMA Senior Vice President of Shows & Events, jthompson@nmma.org.
  • For Discover Boating marketing and communications questions, contact Ellen Bradley, Chief Brand Officer & SVP, Marketing & Communications: ebradley@nmma.org.

Sales Leadership Certification: Why It’s More Than Management

You can manage a sales team without ever leading one.  Management can make sure the numbers add up.  And yet, when management is just managing, the whole dealership knows something is missing. The difference can be subtle until it isn’t: managers focus on the process alone while leaders sustain the people who give it power and purpose. This is why having strong sales leadership training is so vital for dealerships.

Leadership vs. Management in Sales: The Real Difference

To be blunt, management is about compliance. The manager ensures tasks are done, boxes are checked, reports are submitted.

Leadership is about commitment and inspiring people to believe in why all the compliance and the tasks matter. 

While a manager may get the salesperson to reply quickly to a lead and fill in the CRM, the leader helps them understand the person behind the lead: a potential boater and buyer and that there is more behind the lead than just a phone call and a voice at the other end of the line.

There is no doubt that management matters. Without structure, the most talented team will drift.  All the tasks, the targets, the process add up, but the structure alone won’t create lasting success and growth.

The Core Skills of Effective Sales Leadership

Effective sales leadership combines the ability to manage the systems while creating, developing and refining a team.  They will:

  • Communicate a clear vision
  • Model accountability
  • Teach the why behind the tasks
  • Invest in professional development
  • Give the team a mission to achieve
  • Help every member rise to success

Effective leaders will use coaching tools like one-on-one meetings, listening skills, and positive accountability starts the change.  Setting goals that are measurable and meaningful and that are regularly reviewed and discussed drives behaviors that lead to success.  Always celebrating wins and communicating openly about challenges keeps the team positive and improving. 

What Great Sales Leadership Training Looks Like

Delivering leadership skills takes training.  Natural leaders still need to refine and improve.  Great sales training includes much more than generic sales theory.  It needs to be based on real marine centered dealership scenarios and details. 

The best programs offer:

  • Clear examples and frameworks you can use right away
  • Skill checks and assignments that build momentum
  • Action steps that improve both the leader and their team
  • Guidance for new and experienced managers alike

All of that is why MRAA’s Sales Leadership Certification (SLC) is so influential for dealerships.  The program creates momentum and helps bring the best performance out of the team. SLC ensures you are indeed both successfully managing and leading your department.  When clear management and inspired leadership are at work, a sales team doesn’t just meet expectations, it truly exceeds them.

FAQ’s

How long before we see results from leadership training?

The program should lead to results in hours or days.  Participants are guided to pause the program and to implement their learning each step of the way. There is no need to wait until the end to make changes and to improve leadership. SLC is built with implementation of skills in mind and those taking the program are given the tools to make the learning come to life with their team.

How is SLC different from generic sales leadership content?

The SLC program uses actual examples from the marine world.  From boat show success and planning to sales floor training as well as listening and communication skills focused on marine dealerships the entire program is linked to marine retail sales. 

Can seasoned salespeople benefit or is this only for new managers?

From my seat as a GM at a dealership I would suggest that the program is going to help both the seasoned, experienced manager along with the new one.  A new manager will find certain topics they need to start on and implement.  While an experienced manager is likely to find new ways to approach specific situations and new tools that further improve their leadership skills.  Both will be reminded of communication tools, reinforcement of training skills and coaching suggestions sure to improve their teams.

Learn More About Sales Leadership Certification
Photo of Bernie DeGraw

About Bernie DeGraw

Bernie DeGraw is the Senior Education Developer at the MRAA, where he has spent over two years advancing industry education.  A lifelong educator and dealership co-owner, Bernie has worn every hat from yard attendant to service manager and general manager and has helped grow two of their brands from zero sales to top 15 in the world.  Blending his passions for education and the marine industry, he develops practical training that empowers dealers to succeed. 

Don’t Blink, AI Won’t Wait for You

Why the speed of AI is the biggest competitive threat — and opportunity — dealers face.

The challenge I have in writing this column, as I sit here in the mountains of Montana in late September, is that by the time you read it, my words will already be out of date. The imperative I have in writing this is that if you don’t get this message, your dealership risks being out of date, too.

Short and simple: Don’t blink, because AI won’t wait for you.

Artificial intelligence has gone mainstream at lightning speed. What was once a parlor trick is now inside search engines, CRMs, ad platforms, and even the way your customers shop. By now, you’ve heard the buzzwords. But what you may not realize is just how fast AI is changing the rules of retail and how directly it will affect you and your business.

Here’s one story that should stop you cold: According to Fortune (in an article researched and drafted by AI, then edited and approved by a human) 30-year-old entrepreneur Zach Shefska has built an AI negotiator that can haggle down the price of a car. His company, CarEdge, launched the tool this summer, and within weeks it had already been used more than 10,000 times. Customers pay $40 for access, tell the AI exactly what vehicle they want, and then let the software negotiate with dealers directly. In one example, it cut nearly $1,800 off a Toyota RAV4. In another, it saved $5,000 on a Corvette. On average, it saves consumers more than $1,000 and five hours of back-and-forth haggling.

Think about that for a moment. Buyers who only shop for a vehicle every three to five years are now represented by an AI that negotiates every single day, with six years of pricing data behind it. It methodically compares offers, identifies hidden fees, and pushes for better terms with the persistence of a seasoned negotiator. It’s not hard to imagine similar tools entering the boating market.

This is the velocity of AI. It’s not tomorrow’s technology. It’s here, and it’s already changing consumer expectations. Your next customer may walk into your showroom having consulted an AI about your pricing, your reviews, and your competitors long before your sales team shakes their hand.

And this isn’t a fringe development. The global AI market was valued at roughly $184 billion in 2024. By 2030, it’s projected to reach more than $826 billion — quadrupling in size in just six years. That makes AI one of the fastest-growing technology sectors in history. To put that in perspective: it took smartphones more than a decade to become mainstream; broadband internet spread over nearly 20 years. AI is on pace to outstrip both in under six.

Think about what that means for your customers. The same buyers who resisted online boat shopping just a few years ago are now using AI every day to write emails, to plan vacations, to price-shop cars. It’s not a leap to imagine them expecting the same speed, personalization and convenience when they shop for a boat.

What makes this even more staggering is the pace of the underlying technology itself. The computing horsepower behind AI is doubling roughly every nine months. For perspective, that’s like going from a 150-horsepower outboard to a 300 in less than a year — and then doubling again before you’ve even broken in the engine. By the end of 2026, the AI models available will be several generations ahead of what we’re experimenting with today. In dealership terms, while you’re just getting comfortable with chatbots, automated lead follow-up and asking AI to write your social posts for you, your customers will already be using AI to research, compare and even negotiate boat purchases in ways we can’t yet imagine.

If that sounds like a lot to keep up with, you’re not alone. At last year’s Dealer Week, two of the top-rated sessions were on AI, delivered by Marcus Sheridan, a best-selling author who, as a marine dealership investor, understands firsthand your daily grind, the pressures of meeting sales targets and the constant challenge of standing out in a crowded market. His messages were so impactful that other organizations immediately hired him to speak at their own events. At Cobalt’s 2026 dealer meeting, the audience heard that the manufacturer booked Marcus because a dealer said one of his Dealer Week sessions alone was worth the investment in sending their whole team to the event. That’s the kind of credibility and clarity Marcus brings.

And this December, Marcus is back for Dealer Week 2025 (Tampa, Dec. 7-10; DealerWeek.com). He’ll be delivering two all-new sessions: one on How to Market and Sell to the AI-empowered Boat Shopper, and another on the Seven AI Tools every dealership can and must deploy in the next 12 months. We’re talking about practical, immediately usable applications, from greeting web leads in under 60 seconds, to delivering trade-in valuations before the prospect leaves your lot, to creating searchable transcripts that double as coaching tools for rookie sales pros.

Marcus won’t be the only one to provide opportunities for you to further explore how AI can move your business forward. The Dealer Week Expo Hall will feature numerous exhibitors showcasing AI-powered technology designed specifically for dealerships. And the opening keynote, delivered by one of the world’s foremost business futurists and retail industry experts, Doug Stephens, will map out a straightforward, practical approach to improving your business strategy and sales tactics in light of this rapidly transforming technology landscape.

Here’s the bottom line: By the end of 2026, AI will be deeply embedded in how consumers shop, how they expect businesses to respond, and how efficient dealers remain profitable. Some of these changes will feel threatening, but many will create enormous opportunities for those who evolve. Dealer Week is your chance to position your dealership for success in this new reality — to learn from some of the best communicators in business today and to bring home tools you can implement immediately. I hope to see you there.

Regardless if you attend or not, don’t blink. From the time you started reading this until now, AI has already evolved further. The question is, will your dealership evolve with it?

Dealer Week 2025 education will help you adapt to meet the needs of today's boat buyer.

Marine Marketers of America and MRAA Announce Collaborative Alliance

• Marine Marketing & Dealer Engagement to Accelerate at Dealer Week 2025

TAMPA, FL — The Marine Marketers of America (MMA) and the Marine Retailers Association of the Americas (MRAA) are teaming up through a new collaborative alliance.
This cooperation leverages MMA’s unique role as the exclusive industry association for marine marketers — providing peer-to-peer networking, professional development, and recognition through the Neptune Awards — to strengthen MRAA’s mission to help marine dealers grow, succeed, and adapt in a rapidly evolving marketplace.
Meanwhile, MRAA brings deep dealer relationships, advocacy and market insight, as well as robust educational infrastructure and resources to this cooperative agreement.

Collaborative alliance in marine marketing
MMA and MRAA’s collaborative marketing alliance will kick off at the annual Dealer Week Conference and Expo in early December at the Tampa Convention Center in Florida.

The marketing collaboration officially launches at Dealer Week 2025. The marine industry’s premier education and networking event is Dec. 7–10 at the Tampa Convention Center in Tampa, Florida.

As part of the agreement, MMA will host the “Marketing Connection Corner” at Dealer Week, offering a forum where members, experts, and dealers can exchange actionable marketing insights, trends, and make new connections. Moreover, the MMA will also launch a new “Dealer Marketing” Neptune Award category, exclusive to dealers, that will recognize outstanding marketing practices. Furthermore, the winner will be honored at the 2026 Discover Boating Miami International Boat Show (DBMIBS).

“This strategic agreement brings together two organizations with a shared vision,” said Alisdair Martin, President of Marine Marketers of America. “By pooling our strengths — MMA’s marketing expertise and MRAA’s dealer relationships and educational platform — this alliance will enable both organizations to deepen member value, broaden reach, and support a more digitally savvy, growth-oriented retail network for boating.”

Collaborative Alliance
Alisdair Martin, President of Marine Marketers of America


“This marketing initiative and alignment with the MMA benefits marine retailers in an era where engaging customers and future boaters is vitally important for the future of their business and the recreational boating industry as a whole,” said Matt Gruhn, President at MRAA. “Creating a unified approach with the MMA not only allows us to deliver more marketing resources to our members, but also highlight those dealerships at the forefront of marketing.”

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About Marine Marketers of America
The Marine Marketers of America (MMA) is dedicated to raising the bar for marketing excellence in the recreational marine industry. Our mission is to build community, champion excellence and drive continuous professional development of our members. Join MMA today.

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 MRAA.com or contact us at 763-315-8043.

MRAA Submits Comments on Connecticut Department of Energy and Environmental Protection’s Wake Boat and Wakesurf Study

The Marine Retailers Association of the Americas (MRAA), joined by several Connecticut-based marine retailers, has submitted formal comments to the Connecticut Department of Energy and Environmental Protection (DEEP) regarding its proposed Wake Boat and Wakesurf Study. The wakesurfing study is intended to evaluate the operation and impacts of wake boats on Connecticut’s inland lakes and ponds and may serve as a foundation for future boating regulations.

wake boat and wakesurf study

In its submission, the MRAA urged DEEP to ensure that the study is conducted in a comprehensive, balanced and data-driven manner, fully considering the economic, recreational and community contributions of the recreational boating industry. To read MRAA’s comments, click here.

Supporting a Balanced and Informed Approach

Connecticut’s recreational marine industry is a vital economic driver, contributing $3.6 billion annually and supporting more than 13,000 jobs across more than 600 local businesses. The state’s marine retailers, marinas, service facilities and accessory providers rely heavily on a diverse and thriving boating community. Wake boats and wakesurfing, in particular, represent one of the fastest-growing segments of the recreational boating market, accounting for nearly 10% of all boat sales nationwide and generating approximately $1.7 billion in 2024 alone.

In our letter, the MRAA cautioned that outright bans or overly restrictive regulations on wake boats and wakesurfing could have disproportionate impacts on small businesses, resulting in lost sales, reduced employment and diminished tourism revenue for waterfront communities. The association encouraged DEEP to conduct a thorough economic impact assessment as part of the study, examining how any proposed restrictions may affect sales, service operations, fuel and storage revenue and other related business activities.

Promoting Education and Responsible Boating Practices

The MRAA also highlighted the role of education, outreach and voluntary best practices in promoting safety and minimizing user conflicts. The MRAA highlighted how efforts such as the Water Sports Industry Association’s “Wake Responsibly” campaign have successfully demonstrated that education can drive safe and respectful operation without the need for restrictive regulation.

MRAA’s comments encouraged DEEP to include an analysis of how educational outreach and self-regulation can serve as effective tools for ensuring harmony among different waterway users. The MRAA further recommended that DEEP consider partnership opportunities with the boating industry to expand the reach and impact of such programs across Connecticut’s boating community.

Encouraging Stakeholder Collaboration

In addition to calling for an inclusive and transparent process, MRAA recommended that DEEP establish two stakeholder working groups, one to provide input during the study’s development and another to guide post-study discussions on potential regulatory options. Modeled after Maine’s collaborative approach to wake sport regulation, this framework grounds future policy decisions in science, builds stakeholder support and maintains a balance between access and safety.

Continuing MRAA’s Advocacy for the Recreational Boating Industry

The MRAA appreciates the opportunity to provide input on this important study and remains committed to ensuring that any future policy decisions protect both Connecticut’s waterways and its marine industry. MRAA will continue to engage with DEEP and other stakeholders to advocate for policies that uphold safety, sustainability and equitable access for all recreational boaters. Please do not hesitate to reach out the MRAA Government Relations team with any questions or about issues taking place in your area.

Lead Nurture Is No Longer Optional

The landscape has shifted: why the future of marine sales hinges on timely, tailored engagement

By Dustin Hunt, Director, Dealer Sales & Support, Rollick, an MRAA Platinum Partner

It’s 2025 and across the marine industry, we’re seeing the impact of a long-anticipated generational handoff. Millennials are now in their peak earning years, Gen Z is aging into discretionary income and both are looking for more than homes and investment accounts; they want experiences. For many, that means weekends on the water. From center consoles and pontoons to wake boats and cruisers, boating represents freedom, adventure and connection.

But while demand is stabilizing after the post-COVID correction, the rules of engagement have changed. These aren’t the same buyers who walked the docks 10 years ago; they’re digital-first, value-savvy and allergic to outdated sales tactics. That shift brings both a challenge and a massive opportunity for marine dealers and OEMs alike.

Many marine dealerships still operate with a “wait and see” approach to online leads. A form comes in, someone gets to it a few hours or days later, maybe they send a generic response, perhaps they don’t follow up again. That might have worked when boat shows were packed and inventory was scarce, but in today’s digital environment, it’s a fast track to losing the sale, often to a dealer who responded faster.

Nurture, Not Chase

Today’s boat shoppers are conditioned by Amazon, DoorDash and social media; they expect frictionless experiences, real-time responses and information tailored to them. If your first touchpoint doesn’t feel personal, helpful and fast, they’re already looking elsewhere — often to another dealership or brand.

Modern customers expect:

  • Same-day communication
  • Text or email follow-ups that reference the exact model they inquired about
  • Inventory and pricing that align with their interests and budget
  • A reason to stay engaged, whether that’s trade-in options, financing specials or on-water demo invites.

In short, they expect you to nurture them, not chase them.

A common misconception is that nurturing only applies when leads go cold. The truth is, nurture starts the moment someone shows interest and it continues long after the sale. A buyer might inquire on a Monday but won’t finalize until next month; they might pause because of weather, travel or financing, but re-engage when the timing’s right. A smart nurture strategy keeps your dealership in their inbox and in their mind, so when they’re ready to buy, it’s you they call.

  • Dealership Action: Respond Faster! Audit your lead response times and aim for same-day follow-up — ideally within an hour. Even a simple automated reply that references their exact inquiry can keep a prospect from slipping away.

Automated Efforts That Pay Off

Marine dealers and OEMs investing in automated, intelligent nurture programs are seeing measurable gains. Higher lead-to-sale conversion rates when follow-up happens within 24 hours, stronger post-sale engagement and service retention, “ghosted” buyers reactivating after tailored follow-up sequences and lower marketing spend per sale due to increased conversion velocity. Nurture isn’t just about staying in touch; it’s about building predictable revenue pipelines that sustain even when showroom traffic slows.

You paid for the ad, you earned the lead, but if you don’t respond quickly and personally, you’re losing deals to dealers who do. In 2025, the marine dealership that wins aren’t necessarily the one with the lowest price or flashiest showroom; it’s the one that delivers timely, relevant communication and a seamless buying experience.

The technology to automate and personalize that process exists today; the only thing that needs to change is the mindset. Lead nurture isn’t a nice-to-have, its core infrastructure for sustainable growth.

  • Dealership Action: Make It Personal. Ditch the generic templates. Use your CRM or email platform to personalize messages by model, price range or trade-in interest. A small detail can make your follow-up feel intentional (and human), not automated.
  • Dealership Action: Keep the Conversation Going. Don’t stop nurturing once a lead goes quiet or a sale closes. Schedule light, helpful touchpoints — service tips, event invites or financing updates — to stay top of mind year-round.

Lead Nurture — Build the Bridge

The next generation of boat buyers is here; they’re active, informed and ready to invest, but selective in who they buy from. Properly implemented lead nurture is the bridge between their first inquiry and their first day on the water. If your dealership isn’t building that bridge, rest assured, someone else is.

About the Author

Dustin Hunt on Lead Nurture
Dustin Hunt, Rollick

Dustin Hunt is a passionate sales leader, consultant and strategist with a focus on driving growth in the recreational and powersports industries. He thrives on building meaningful connections and creating innovative solutions that help businesses succeed. Outside of work, Dustin is an avid CrossFit enthusiast and a devoted dog dad to his dog, Max. He’s always seeking new challenges and opportunities to learn and make an impact.

If you are a dealer and want to learn more about lead nurturing, visit https://rollick.io/.


Learn more about becoming an MRAA Partner.

Marine Tech Apprenticeship Program Launched

• Marine Trades Association of Maryland established new, vital workforce program at Annapolis Power Boat Show

By MRAA Government Relations Team

Developed through a grant from the city of Annapolis, the Marine Trades Association of Maryland announced the launch of a marine tech apprenticeship program at the recent Annapolis Powerboat Show. The apprentice program will provide comprehensive on-the-job training, classroom instruction and a direct pathway to a rewarding, high-paying career in the recreational boating industry.

“The maritime industry has long been a part of Maryland’s economy as well as its heritage. This apprenticeship program is a critical investment in the future of our workforce and our local marine industry,” John Stefancik, MTAM’s executive director said in a statement. “By providing a structured pathway for training and professional development, we are not only building a pipeline of highly skilled technicians but also creating meaningful career opportunities for residents across Maryland. We thank the City of Annapolis for their support in launching this program and look forward to their continued support in executing this initiative.”

MTAM launched Marine Tech Apprenticeship Program at Annapolis Powerboat Show
The new marine tech apprentice program will provide a bevy of training and education and a direct pathway to a rewarding, high-paying career in the recreational boating industry.


Annapolis Maritime Heritage

The City of Annapolis has been a big supporter of the program. It awarded a grant to MTAM, which provided the resources needed to pursue state approval. Because of this, multiple city officials joined MTAM at the Annapolis Powerboat Show for the announcement. They commented on how vital the industry is to the economy and heritage of Annapolis.

“This new program showcases that Annapolis is not just going to rest on its laurels as ‘the sailing capital’ but look to innovate and lead in the maritime industry. We look forward to working with enthusiastic partners as we develop and grow this program to create skilled jobs right in the city,” said Brooks Schandelmeier, an Annapolis Alderman who joined the announcement of the apprenticeship.

Marine Tech Apprenticeship Program Highlights:

  • Structured Training: A year-long program combining practical, hands-on experience with technical classroom instruction
  • Experienced Mentorship: Apprentices paired with seasoned marine technicians who will provide guidance and support throughout the training process
  • Industry-Recognized Certification: Graduates gain industry-recognized credentials that equip them for long-term careers.
  • Earn While You Learn: Apprentices receive a paid wage, making education and career advancement accessible without incurring debt

Applications are now being accepted for apprenticeships. For more information, contact: Emily Decker, MTAM Workforce Development Coordinator at edecker@mtam.org.

MTAM unveils Marine Tech Apprenticeship Program at Annapolis Powerboat Show
Marine technicians are in high demand regionally and industry-wide, making programs like the new Marine Tech Apprenticeship Program essential to keeping the industry strong.

Vital for Marine Industry Health

The program is addresses the workforce needs of the recreational boating industry in Maryland. Moreover, skilled marine technicians are in high demand across the region and the industry as a whole. Therefore, programs like this vital for the health of the industry. Actually, in response to the workforce needs of the industry, many marine trade associations at the state and national level have taken efforts to fill the industry’s talent gap. Specifically, this includes participating in career fairs, collaboration with local community colleges, apprenticeship programs and national efforts to create more program funding.

“Workforce is an issue around the country for our industry and every effort to address workforce helps the industry as a whole meet the workforce needs of dealers, manufacturers and other small businesses when it comes to finding talented technicians who are ready to start a career in recreational boating,” said Mike Sayre, MRAA Director of Government Relations. “We applaud the work of the Marine Trades Association of Maryland in starting this apprenticeship program in the historic maritime community of Annapolis. We hope that this paves the way for more apprenticeships throughout the state.”

Workforce Development

The Investing in Tomorrow’s Workforce Act, signed into law in July as part of the One Big Beautiful Bill, is a key national effort to strengthen the marine industry workforce. The MRAA supported this legislation. It expanded the eligible uses of tax-advantaged 529 savings accounts to cover costs associated with workforce training and credentialing programs. Previously, these savings accounts were limited to traditional higher education. However, under the new law they can serve as career savings tools that support not only initial education or certification, but also career advancement and mid-career transitions. Notably, this flexibility will benefit the recreational marine industry by providing the current and incoming workforce with more opportunities to pursue specific training and certifications for positioned in need.

“State marine trade associations are on the front lines of the workforce issue,” added Sayre. “They have come up with innovative approaches to address the needs in their state. The MRAA is proud to support those efforts and help others bring similar successes to their own state.”

Additionally, we will provide updates as the MRAA and our state marine trade partners push forward workforce development efforts in the marine industry. Please reach out to the MRAA Government Relations Team here if you have a question about Maryland’s program. Furthermore, to be connected with the local marine trade association in your state, email: