A Cycling Story

By Chris Kulaga, Lightspeed Product Manager

Let’s rewind to 2003, a pivotal year for the British Cycling team. At the time, they were known for their average results—neither remarkable nor dismal, just existing in the middle ground of competitive cycling.

Enter Sir Dave Brailsford, a visionary in the cycling world, who introduced the concept of “aggregation of marginal gains.” This philosophy centers on the belief that small, incremental improvements in every area of performance can lead to extraordinary results. Under Brailsford’s leadership, the British Cycling team soared to success, winning multiple gold medals and earning Dave a knighthood for his accomplishments.

A Cycling Story - Marginal Gains by Chris Kulaga

Now, imagine applying this mindset to marine dealerships. Just as Brailsford focused on the smallest details to transform his team, marine dealership owners and managers can adopt the same approach to boost business performance and customer satisfaction.

Understanding the Marginal Gains Approach
Brailsford’s approach was simple yet revolutionary: improve every aspect of a cyclist’s performance by just 1%. This included everything from the most obvious factors like training and equipment to even more granular details such as the type of pillow an athlete used when sleeping. So how can marine dealerships harness this approach?

Micro Changes, Macro Impact
What if you analyzed every detail of your dealership’s operations, no matter how small? Consider the flow in your service bay, parts department, or sales office. For example, is there an obstacle between your parts shelves and the service counter that causes your parts manager to waste time navigating around? Could a simple reorganization improve efficiency and eliminate wasted steps? These small adjustments, when compounded, lead to noticeable improvements in both time savings and overall productivity.

Brailsford’s List: A Source of Inspiration
To give you an idea, here are a few changes Brailsford implemented:

  • Optimized the cyclist’s seating position for aerodynamics.
  • Used indoor washing machines for cleaner cycling kits (less skin irritation).
  • Applied alcohol to tires for better grip.
  • Tested which bike paint was the most aerodynamic.

These adjustments might seem minor, but collectively, they all came together to give Gold-Medal results.

Apply the Marginal Gains Mindset to Your Marine Dealership
Here’s how you can start implementing this mindset in your marine dealership to achieve leadership excellence:
Streamline Your Operations:

  • Evaluate your dealership layout: Is the flow between the showroom, service area, and parts counter as efficient as it could be? Small changes like reorganizing pathways or minimizing movement for staff can reduce time wasted and enhance productivity.

Improve Customer Interaction:

  • Take a lesson from Chick-fil-A’s customer service: The enthusiastic and efficient way they greet customers leaves a lasting positive impression. How warmly and quickly are your customers greeted when they walk into your dealership? A simple adjustment in how your team interacts with customers can improve the overall experience and build long-term loyalty.

Focus on the Little Things:

  • Look beyond the obvious: While improving repair event cycle times (RECT) is important, also consider the smaller, often overlooked processes. Is there a faster way to complete paperwork or an opportunity to enhance the waiting area? Can you maximize your dealer management system (DMS) by utilizing all its shortcut and hotkey functions? Even optimizing the placement of your coffee machine can make a difference in the customer experience.

Create a Feedback Loop:

  • Gather regular input from employees and customers: Sometimes the most valuable insights come from those closest to day-to-day operations. Set up a system for continuous feedback to identify small tweaks that can lead to big improvements.

Embracing Marginal Gains
Adopting Sir Dave Brailsford’s philosophy in your marine dealership means recognizing that while big wins matter, it’s often the small, incremental improvements that lead to lasting success. Scrutinize the finer details of your operations, and watch as these micro changes add up to significant advancements in efficiency, leadership, and customer satisfaction.

Remember, in the “aggregation of marginal gains,” no change is too small to make a difference.

Boat Buying & Inventory Management Strategies with Chris Kulaga
Chris Kulaga, Project Manager, Lightspeed

About the Author
Chris Kulaga, Lightspeed Product Manager is focused on understanding the product roadmap needs of our Marine dealerships. He has been a Lightspeed team member for more than five years and have held various roles within the company. As someone who takes pride in his expertise on the Lightspeed solution, Chris finds it rewarding to help customers achieve their business goals.

Before joining the tech sector, Chris served in the Air Force where he honed his leadership and technical skills. Today, he applies these skills to his role at Lightspeed, where he is responsible for defining the product vision, strategy and roadmap.

Chris currently reside in Tri-Cities, Washington with his wife, two pets and a kitchen where he loves to cook. When he’s not working, Chris enjoys lifting weights and exploring new places. He is also passionate about all things Marine and loves learning more about it whenever he can.


Lightspeed is an MRAA Strategic Partner.

Repair Event Cycle Time

• Industry survey – Your feedback will help to uncover unexpected and effective service items that influence RECT

We have heard it before. We will hear it again. Repair Event Cycle Time is the most important KPI to influence customer satisfaction.

Repair Event Cycle Time Survey

Boaters only have so many days to get out on their boat. Wind, Waves, Weather, Work and Winter all get in the way. One sure way to crush satisfaction is to add Waiting as the sixth “W” impacting a boat owner’s time on the water.

The MRAA and IDS have teamed up to build an industry survey to get behind-the-scenes in service departments and find the unexpected and highly effective items that influence RECT.

The MRAA’s “Service Management Special Report” has some hugely supportive data and insights on how to reduce the number of days that a boat is stuck in your service department. You can look at those here.

Like you, we want to go even deeper, and getting your feedback will help us get there! We urge you to take the attached survey as we work toward providing new-and-unique approaches to controlling and reducing your RECT.


IDS is an MRAA Education Champion. Learn how to partner with the MRAA.

9 New Partner Members Join MRAA

MINNEAPOLIS, October 2, 2024 — The Marine Retailers Association of the Americas (MRAA) announces the addition of BoatBot, Gemeco, Gilson, Makefast USA, North Star Mutual Insurance, Octane, Supreme BI, Wintron Electronics,and XPEL as its newest Partner Members.

MRAA Welcomes New Partner Members

Marine manufacturers, suppliers and service providers, through Partner Membership, commit to aligning their brands with the programs and opportunities that MRAA offers in its efforts to fuel the success of the marine industry. Partner support allows the association to expand its offerings and create a positive, long-term impact on MRAA members’ business.

  • BoatBot (Newport Beach, Calif.) is an A.I. powered yacht management solution designed to simplify and streamline the management of a consumer’s boat. For vendors, BoatBot provides AI-generated service reminders, payment and invoice tracking, and integration with QuickBooks.
  • Gemeco (Lake City, S.C.) is a wholesale marine distributor serving thousands of dealers, distributors, and boat builders across the Americas, Australia, and New Zealand.
  • Gilson (Grand Rapids, Mich.) develops, produces and delivers creative, targeted sales and marketing materials for customers in a variety of industries.
  • Makefast USA (Maryland, Mass.) designs and manufactures innovative marine hardware, specializing in boat sunroofs, awnings and fastening systems that enhance onboard comfort and functionality.
  • North Star Mutual Insurance (Cottonwood, Minn.) provides property and casualty insurance with a focus on delivering reliable coverage and personalized service to policyholders in the Midwest.
  • Octane (New York, N.Y.) provides digital lending solutions that make it easier to finance powersports vehicles, including boats, RVs and ATVs. Their platform connects customers with financing options, streamlining the buying process for dealers and consumers.
  • Supreme BI (Bellevue, Wash.) provides Marine Dealerships with robust critical data analysis and visual reporting for insightful and informed decision making.
  • Wintron Electronics (Manasquan, N.J.) is a wholesale marine electronic accessories supplier that provides high-quality products from marine industry brands.
  • XPEL (San Antonio, Texas) is a provider of protective films and coatings, including automotive paint protection film, surface protection film, automotive and architectural window films and ceramic coatings.

“We welcome these innovative companies as new Partner Members and their commitment to the MRAA,” says Allison Gruhn, MRAA VP of Business Development. “Their support will enable us to deliver even greater value and resources to the marine retailers we serve.”

Dealer members are encouraged to explore the list of companies that actively support the MRAA across four partnership levels. View the complete list.

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 Launches Service Advisor Certification

MINNEAPOLIS, October 1 – The Marine Retailers Association of the Americas (MRAA) announces the launch of its all-new Service Advisor Certification Program – a high-demand, position-specific certification designed to elevate a dealership’s service department by boosting technician efficiency, driving up revenue and profits, and transforming customer experience.

MRAA Launches Service Advisor Certification

“Not only does the service advisor spend the most time with the customer over their ownership cycle compared to every other position,” said Lead Instructor and Subject Matter Expert Valerie Ziebron of VRZ Consulting, “but they are the gatekeeper to the dealership’s most complex department.”

When you register a team member for MRAA’s Service Advisor Certification Program, you can be confident that, by the end, they will be equipped with the skills, tools and strategies to enhance communication, streamline processes, make the shop more money and deliver exceptional customer service.

To build MRAA’s Service Advisor Certification, the education team and Ziebron consulted with leading service department professionals who shared proven solutions to common service pain points and samples of practical and effective tools to be shared as part of this program.

The Service Advisor Certification Program includes a 7-course, online training package, a 124-page printed workbook and study guide, and dozens of downloadable digital resources, customizable tools and templates.
This robust educational offering covers critical areas such as: Effective communication, customer retention strategies, time management and organization, conflict resolution, and sales strategies. Participants will have from Oct. 22, 2024 to Jan. 20, 2025 to complete the program on their schedule. They will have the opportunity to earn their official credential through a proctored online exam.

“Our Service Advisor Certification Program focuses on developing the essential skills that turn a service professional into a Master Advisor, invaluable to the dealership’s success,” said Liz Walz, MRAA Vice President of Education. “Thanks to training that features marine industry expertise and real-world solutions, participants will walk away with the knowledge and tools to exceed customer expectations and improve service department performance.”

MRAA’s Service Advisor Certification Program comes on the heels of the Service Management Certification program developed in partnership between MRAA and the American Boat & Yacht Council (ABYC), launched in January 2024 and available now for an MRAA fall session. Nearly 50 service management professionals participated in MRAA’s first Service Management Certification class in the spring, and more continue to join the class this fall.

To learn more about or enroll in Service Advisor Certification, visit mraa.com/service-advisor-certification. For more on the ABYC / MRAA Service Management Certification Program, visit mraa.com/servicecertification.

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.

SBLC Corporate Transparency Act Webinar

Join a webinar Thursday, Oct. 10, hosted by the Small Business Legislative Council (SBLC) to learn more about the Corporate Transparency Act and the reporting requirements for small businesses.

Attorneys from Barnes & Thornburg will generally discuss the basics of the reporting requirements under the Corporate Transparency Act and, importantly for small businesses, will thoroughly explain the three primary exceptions to the statute used by small businesses to exempt themselves from this burdensome reporting.

As background, on January 1, 2024, the Corporate Transparency Act (“CTA”) fully came into effect and imposes reporting obligations on all business entities that are within the scope of the definition of “reporting company” under the statute. Entities that do not fall within one of the CTA’s categories of exemptions will be required to file a beneficial ownership information report (“BOI report”) with the U.S. Treasury Department’s Financial Crimes Enforcement Network (“FinCEN”). Most companies in the United States will be required to file an initial BOI Report by December 31, 2024.

To register for the webinar, click here.

For any questions about the SBLC, CTA, or to learn more, do not hesitate to reach out to Chad Tokowicz, MRAA Government Relations Manager at Chad@mraa.com

Brought to You by Diamond

At the Marine Retailers Association of the Americas (MRAA), we are dedicated to advocating for the interests of our members, many of whom are the small businesses that drive the marine industry’s success. To protect the interests of our members and cultivate a strong selling environment, our Government Relations (GR) Team is constantly advocating on behalf of marine retailers and ensuring that you have a seat at the table. While membership dues support the MRAA GR Team’s basic advocacy responsibilities, we also rely on the crucial support of our Diamond Ambassador Members, whose contributions allow us to do more on behalf of all MRAA members and be your voice when important legislative and regulatory decisions are made. Their commitment helps amplify the voices of marine retailers, ensuring our industry’s unique challenges and needs are heard and addressed.

Senators Manchin, Graham Introduce Legislation to Pause Right Whale Vessel Speed Rule

Supporting Marine Retailers through Advocacy
Most of our members are small, family-owned businesses and we understand the unique challenges they face. From fluctuating economic conditions to complex regulations, small businesses need advocates who understand their specific challenges. The contributions of our Diamond Ambassadors have allowed us to expand our advocacy initiatives in direct support of MRAA Member businesses, such as:

  • Government Relations Software: With the support of our Diamond Ambassador Members, the MRAA made the investment in Quorum, a GR software provider which allows the MRAA GR Team to actively track state and federal legislation and regulation, connect with key officials and their staffs, track meetings, and report out our actions to interested members and stakeholders. Quorum ensures that the MRAA Team is actively monitoring for legislative and regulatory developments that may impact your business while simultaneously helping us to build relationships with key decision makers to work proactively to support our members.
  • Legislative Tracker: A tool designed with small businesses and partner organizations in mind, the Legislative Tracker gives our members, and our advocacy partners the ability to monitor legislative developments across the states and at the federal level. By staying informed, our members can quickly respond to issues that could impact their operations while staying in tune with how the MRAA is advocating on their behalf.
  • Expanding our Government Relations Team: The ability to hire Mike Sayre as the MRAA’s Government Relations Director has been another transformative achievement made possible by our Diamond Ambassadors. Beyond just expanding the bandwidth of MRAA’s efforts, Mike’s background in government affairs is perfectly suited to ensuring that our small business members have a strong and knowledgeable advocate on their side. His expertise enables us to navigate the complex legislative landscape with confidence, positioning MRAA as a key player in shaping policies that impact our members.
  • Amplify your voice more often and across more channels: Diamond Ambassador funding allows our advocacy team to be present more often when we need to meet face-to-face with policymakers, attend important industry events where policy decisions are made. Not only does this allow us to address large-scale issues but local ones as well. This not only strengthens our relationships with policy makers and industry partners but ensures that the specific concerns of marine retailers – such as workforce challenges, tax incentives, and environmental regulations – are consistently highlighted.

Securing a Seat at the Table
Thanks to the generous support of our Diamond Ambassadors, MRAA’s GR Team is actively engaging in more of the policy discussions that directly impact our members. Whether it’s participating in high-level meetings with lawmakers or contributing to policy development at key industry events, we ensure the marine retail sector is represented. Without this vital support, the voices of small marine businesses – often competing with larger industries –might not have the same influence or visibility. The Diamond Ambassadors make it possible for us to be where it matters most, advocating for legislation and regulations that foster a healthy business environment for our members and fighting to protect our members from challenges to your business interests.

Focusing on the Future for Marine Retailers
At MRAA, our focus remains on supporting the growth and sustainability of marine retailers. Through the continued support of our Diamond Ambassadors, we are able to fight for favorable policies and ensure that our members’ voices are heard. The journey ahead is filled with opportunities, and with our Diamond Ambassadors by our side, we’re confident that we can protect the interests of the marine retail industry, be a vital voice in any recreational marine policy discussion and create a prosperous future for all.

Join Us as a Diamond Ambassador
As the marine industry continues to evolve, so does the importance of strong government relations and effective advocacy. Our ability to influence key legislative and regulatory outcomes and provide critical support to MRAA Member businesses hinges on the generous support of our Diamond Ambassador Members. By joining as a Diamond Ambassador, you are directly investing in the future of the marine retail industry and ensuring that our members—many of whom are small, independent businesses – have a powerful voice in Washington D.C. and in state legislatures across the country.

Your support helps fund essential initiatives such participation in key policy discussions, the development of tools like the Legislative Tracker, and the ongoing leadership and work of the MRAA Government Relations Team. With your partnership, we can continue to champion policies that benefit our industry and protect the interests of marine retailers nationwide.

Become a Diamond Ambassador today and be a part of shaping the future of marine retail advocacy. Together, we can do more for the businesses that make our industry thrive.

Building Tomorrow’s Marine Workforce 

(NOTE: This is the second blog in a three-part blog series where MRAA members and staff share examples of how they have worked to develop the local workforce within their business and community.)

By Wendy Ramsey, General Manager, Pirate Cove Marina

Workforce development has become one of the most important topics in the marine industry over the last year. Here in Kemptville, Ontario, we’ve taken proactive steps by reaching out to our local high schools at the beginning of each school year to connect with co-op teachers. Co-op placements are work-integrated learning opportunities where students gain practical experience in their field of study by working for a company or organization. These placements are typically part of a formal education program, allowing students to apply theoretical knowledge in real-world settings while earning academic credit. Co-op placements often last for several months. The main benefits of co-op placements include:

  • Work experience: Students gain hands-on experience in their industry, making them more competitive in the job market.
  • Networking: Co-op placements help students build relationships with professionals in their field, potentially leading to future job opportunities.
  • Skill development: Students can develop both technical and soft skills in a professional environment.
  • Career exploration: A co-op placement allows students to explore their chosen career path and confirm their interest in it.

Much like U.S. high school elective classes such as “shop,” art, computer programming, etc. We’ve found by making these connections early, we ensure that when students inquire about new opportunities, our dealership is one of the first options considered.

Since implementing this initiative, we’ve consistently brought in two to three students each year. These students work closely with the technicians in our shop. They will learn how to complete basic tasks in the shop and assist with the work the technician is completing that day. Whether it’s an oil change or diagnosing a blown engine they are there learning. Depending on the co-op student we can have them full days for a semester or a couple hours each day. This past summer we had one of our co-op students come back and work full time in the shop and requested to do full time co-op with us this semester. She completes her co-op for school then punches in to work the remainder of the day. 

Additionally, we collaborate with shop and career classes, visiting schools to discuss the range of career opportunities within the marine industry, from technician roles to service advisors. These conversations open students’ eyes to the possibilities of a fulfilling career in the marine field, and we’re always ready to answer any questions they may have.

While one dealership alone cannot make a huge impact on the workforce by itself, we can collectively. If each of us, or our teams took a little time to engage with local schools, the impact could be tremendous. We know students are not encouraged with the same enthusiasm as college paths, so it is up to us to make that difference. It’s an investment not just in our businesses, but in the future of the entire marine workforce.

Building Tomorrow's Marine Workforce

About the Author 
Wendy Ramsey is the incoming YLAC Chair and is the General Manager of Pirate Cove Marina and Owner of RBK Distribution in Kemptville Ontario, Canada. She’s been a leader and catalyst for workforce development in Ontario and with the schools in her region. 

Future-Proofing Your Workforce: Using AIMIE to Connect with the Next Generation

Acquiring and maintaining a steady, talented workforce is a tall task. We understand! That’s why Jennifer McLachlan, MRAA Membership Specialist, is hosting a webinar to share with you innovative ways that AIMIE (AI for Marine Industry Education) can help you grow and future-proof your workforce.

This conversational session explores the practical applications of AIMIE to enhance your dealership’s recruitment and training processes. Learn how to leverage AIMIE’s capabilities to attract and retain young talent, maximize efficiency and provide continuous education for your team.

Date & Time: Wed., Oct 9, 2024 / 12 p.m. CDT

Aimie Icon

MRAA Resources to consider:


Learn more about YLAC here.

Future-Proofing Your Workforce Webinar

• October 9 — Using AIMIE to Connect with the Next Generation

Acquiring and maintaining a steady, talented workforce is a tall task. We understand! That’s why Jennifer McLachlan, MRAA Membership Specialist, is hosting an MRAA webinar to share with you innovative ways that AIMIE (our AI for Marine Industry Education content platform) can help you grow and future-proof your workforce.

This conversational session explores the practical applications of AIMIE to enhance your dealership’s recruitment and training processes. Learn how to leverage AIMIE’s capabilities to attract and retain young talent, maximize efficiency and provide continuous education for your team.

Don’t miss this opportunity to discover how AIMIE can be your co-captain in navigating the future of workforce development. Register now to secure your spot!

Date & Time: Wed., Oct 9, 2024 / 12 p.m. CDT


Have questions? Email Jennifer, or call 763-272-4310.

Improving Your Parts Department Performance

By Erick Jauregui, Fixed Operations Training Specialist for EasyCare

The parts department is a critical yet often undervalued component of dealership profitability. Adopting strategic measures that can enhance inventory management and help bolster sales through targeted customer service is essential. Here is a comprehensive plan designed to help boost parts gross profits, leveraging market data, inventory control, and interdepartmental synergy. 

Understanding Market Dynamics 
The first step towards profitability: understanding local gross profit percentage and averages. This insight provides a benchmark, enabling dealerships to position themselves competitively. Establishing processes and policies around these metrics can help with maintaining healthy profits. Further, educating parts department staff on these principles is paramount. Training equips them with the knowledge to apply data, preventing profit erosion.

Inventory Management: Tackling Obsolescence 
A common pitfall for parts departments is the accumulation of obsolete inventory. Aged stock occupies precious space and ties up capital. Identifying and addressing this issue will help you deploy this stock more productively. Several different approaches to stock include: 

  • Inventory Analysis: Conduct a thorough inventory audit to pinpoint slow-moving items. You can make better-informed decisions by understanding how long parts have consumed valuable resources.
  • Return Policies: Explore return options for unsellable stock. Many suppliers offer buy-back programs, which can mitigate losses on unsold parts. 
  • Alternative Sales Avenues: Look beyond traditional sales channels. Online marketplaces, direct marketing, and parts liquidation services offer avenues to recoup investment on hard-to-sell items. 
  • Inventory Management Systems: Inventory software aids in monitoring metrics, like stock levels of fast-moving items and lost sales opportunities. These tools are invaluable in maintaining operational visibility and agility. 

Leveraging the Service Department: Your Premier Customer 
There is a symbiotic relationship between the parts and service departments. The service department’s reliance on the parts division for timely and accurate parts supplies makes it the most significant internal customer. Ensuring a well-stocked inventory tailored to the service department’s needs guarantees a streamlined workflow. This provides an environment where parts are sold efficiently. Key strategies include: 

Stock Optimization: Align inventory with demand. Focus on fast-moving parts and those with a high turnover rate to meet the service department’s requirements. 

Pricing and Availability: Competitive pricing and immediate part availability can help strengthen the service department’s confidence in the parts division. This enhances the customer service experience. 

The Takeaway
Improving the performance of the parts department requires a deliberate approach to market analysis, inventory management, and internal collaboration. By understanding market dynamics, addressing inventory obsolescence, and strengthening the partnership with the service department, dealerships can unlock significant profit opportunities.

Improving Your Parts Department Performance

About the Author
Erick Jauregui, Fixed Operations Training Specialist for EasyCare (merged with Relentless Dealer Services), brings nearly 20 years of automotive, powersports and marine service department experience. Erick is focused on training, consulting and creating new fixed ops content to help dealers supercharge their operations. During his career, Erick was certified by several OEMs, with his service departments exceeding gross profit, parts and CSI. Learn more about EasyCare at www.easycare.com.

IDS to Host Industry Webinar

• Warranty – The Biggest Untapped Profit Center at Your Dealership

IDS, an MRAA Education Champion, is hosting an industry webinar entitled “Warranty – The Biggest Untapped Profit Center at Your Dealership.”

IDS Hosts Industry Webinar

Details: You probably have a goldmine of uncollected revenue sitting in your lot right now. Everyone thinks of warranty as a post-sale upsell when they should be thinking of warranty as a profit center. Kevin Gribble, dealership expert at IDS and former Warranty Manager of a multi-location dealership, will share best practices for increasing revenue and decreasing liability with warranty.

Key Discussion Points:

  • Who manages your unit while you own it?
  • How to follow the warranty of the life of a unit, from the moment it leaves the factory to one year later and beyond.
  • How to bring deferred dollars into the present while also speeding up your turnaround time.

Time: 1 p.m. EST

Date: Thursday, Sept. 26

Registration Link