MRAA Job Descriptions for Your Dealership

A dealer reached out recently because they needed a job description for a marina manager at a waterfront location. They didn’t have the job description, and they also didn’t have the time to build one from scratch.

Because AIMIE, our AI for Marine Industry Education by Betty Bot, already knows MRAA’s existing, real‑world job descriptions, she was able to pull details from the multiple “related” positions we identified as having shared roles and responsibilities. With some revised prompting, she helped create a solid starting point for us to share with our member. The dealer got something practical they could use and customize, without days of back‑and‑forth, and a level of membership service they deserve.

Using AI to Better Serve Our Members

That same mindset is why the MRAA has me investing time in learning how AI agents work, including earning Sidecar’s AAiP (Association AI Professional) certification, so our helpful membership tools like this keep getting better and saving teams hours across multiple departments. And we’ll keep getting better at this as we continuously refine our approach to meet your needs.

That’s a force multiplier.

If you’re dealing with a similar staffing or documentation need, we’ve built resources to help.

Sample MRAA Job Description

Job Description Helpline

  1. MRAA Job Descriptions (Members Only): MRAA members have access to nearly 50 job descriptions — including newly updated roles — for common positions around the typical dealership. Download a document, customize the content for your business, then copy and paste the updated copy into a document with your dealership’s branding to create a job description for your unique position.
  2. Related reads:
  3. FYI: MRAA has partnered with Amplified People Solutions on a multi-year initiative to enhance all the sample job descriptions. 
  4. If you still have questions about your membership, working with AIMIE or anything boat dealer-related, contact us at the MRAA. We’ll do our best to get you the help you need. You can start with Sherri Cuvala, MRAA Director of Membership, or reach out to me at jerrod@mraa.com.

Spectrum Color Wins 2025 IBEX Innovation Award for Cutting-Edge Color-Matching Tool

• Expands Spectrum Gel Training Programs

By James Mitchell, Managing Director Spectrum Color

Spectrum Color’s journey began with a strong focus on direct marketing to boat manufacturers, which helped us build valuable industry relationships and gain access to exclusive dealer meetings and detailed color data. These early advantages laid the groundwork for our long-term success in the marine coatings industry.

Backed by over 50 years of combined experience in gel coat color development and application, Spectrum Color continues to set the standard for quality and innovation.

The Spectrum Color Eye, a new gel coat repair technology was introduced at MRAA’s Dealer Week 2025.

Innovation & Impact

This new device, developed as part of the award-winning 2025 IBEX Innovation Program, is set to transform the way gel coat color matching is done in the marine industry. It was honored with the Innovation Award at IBEX, recognizing its groundbreaking impact on the field.

This eliminates the need for sending physical samples, guessing at color matches or waiting on shipping, all of which slow down repairs and increase costs. The Spectrum Color Eye offers a direct solution that is fast, accurate, and effective. As our President, Kelly Raume, puts it, “This isn’t just a tool—it’s a game changer.”

Spectrum Color Gel School

In addition to this exciting innovation, Spectrum Color is also investing in the next generation of marine repair professionals. We are proud to announce the expansion of our Spectrum Color Gel School, which now offers a broader range of hands-on training classes designed for various skill levels.

Currently open for registration, our training program includes three levels:

  • Level I: Geared toward beginners and those new to marine repair, this course introduces the fundamentals of gel coat repair and application techniques.
  • Level II: Designed for intermediate learners, this class goes deeper into advanced techniques, including poly-flake spraying, crack repair and non-skid surface repair using the Gibco Flex-Mold method.
  • Marine Detailing Gel Coat Correction Class: A brand-new 2.5-day course aimed at experienced professionals looking to expand into high-end marine detailing and correction services.

Whether you’re a technician, shop owner or boat manufacturer, Spectrum Color’s tools and training programs are designed to help you work more efficiently and confidently. To learn more or to register for one of our training classes, visit www.spectrumgelschool.com.

This release was provided by Spectrum Color, an MRAA Platinum Partner.

Boat Show Follow-Up That Converts Interest into Sales

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

Boat shows remain one of the most powerful opportunities for marine dealers to connect with in-market shoppers. Attendees arrive ready to explore new boats, ask questions and picture themselves on the water. Yet while the excitement on the show floor is undeniable, many dealers struggle with what happens next. Leads are often collected throughout the event, but too frequently, there is a gap between capturing customer information and entering those prospects into the CRM for meaningful follow-up. When follow-up is delayed or inconsistent, interest fades and the real value of the boat show investment is lost.

“Personalized messaging that highlights available inventory, financing options, trade-in guidance and simple appointment scheduling keeps shoppers engaged while removing common purchase barriers.”

A successful boat show strategy begins with capturing every lead, not just those who appear ready to buy immediately. Many attendees are still researching, comparing models, evaluating budgets or waiting for the right timing. These shoppers are just as valuable as “hot” prospects, if they are captured, organized in the CRM and included in ongoing follow-up. Giving visitors a clear reason to share their information, such as a giveaway, contest, exclusive post-show content or helpful newsletter, encourages participation and sets expectations for continued engagement after the event.

Once you capture leads, speed and consistency matter. Boat show prospects are most engaged immediately after the event, when conversations are fresh and interest is highest. Automated email nurture enables dealers to respond quickly without overwhelming their sales teams. With Rollick Nurture, dealers can implement a true “set-it-and-forget-it” strategy, ensuring every lead receives timely, relevant communication. Personalized messaging that highlights available inventory, financing options, trade-in guidance and simple appointment scheduling keeps shoppers engaged while removing common purchase barriers.

Email is only part of the follow-up equation. Many boat show attendees will revisit a dealer’s website multiple times before taking the next step. That makes an optimized website essential. Accurate inventory, strong calls to action, and easy access to offers, financing tools, and trade-in resources help move buyers forward. Rollick Engage connects email engagement with website behavior. It creates a seamless experience that builds confidence and encourages shoppers to re-engage when they are ready.

The difference between good follow-up and great follow-up is measurement. By tracking open rates, click-through rates, appointment requests, and conversions, dealers gain clear visibility into what resonates with boat show leads. These insights allow teams to refine messaging, improve timing, and continuously strengthening results, ensuring future boat shows delivering even greater return on investment.


When executed well, a boat show follow-up extends the event’s value far beyond the show floor. Capturing every lead, automating nurture, leveraging CRM insights and maintaining a welcoming, high-performing website transform short conversations into lasting customer relationships. With the right strategy in place, dealers can turn a few days at a boat show into year-round growth.


Get in touch to learn how Rollick can help by emailing Dustin at dustin.hunt@rollick.io or scheduling a demo here.


About the Author
Dustin Hunt on Follow-Up
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/.

Boatyard Supercharges Marine Sales with AI-Enhanced Boat Listing Photos

• New Tool Automatically Improves Boat Listing Photos to Help Dealers Attract Buyers and Sell Inventory Faster

MRAA Partner Press Release

FORT LAUDERDALE, FL (February 2, 2026) – Boatyard, a technology company known for modernizing marine service operations, has announced the launch of a new AI-powered photo enhancement feature as part of its Boatyard Sales platform for recreational boat dealers and OEMs.


In today’s digital-first market, high-quality images can make or break a sale. Yet many dealerships lack the time, staff, or resources to manage professional photography or time-consuming photo edits.

Boatyard’s AI-powered photo enhancement tool eliminates that burden. It automatically improves lighting, sharpness and clarity while removing visual distractions – turning ordinary images into high-converting listing assets. Dealers get pro-level results in seconds, without adding steps to their workflow.

“Our goal is to help dealers sell more boats, faster,” said Nathan Heber, founder and President of Boatyard. “Great photos are essential for attracting buyers, but most dealers don’t have time for manual editing. This new AI tool makes every listing look professionally produced with zero extra effort. It’s part of our broader mission to give marine businesses the tools they need to compete, convert, and grow.”

According to Boatyard, the new platform reflects a broader shift toward modern, accessible technology in the marine industry. Boatyard Sales helps dealerships keep pace with changing buyer expectations while staying practical for businesses with lean teams and limited time.

Boat image enhancement tool
The new AI-powered photo enhancement feature, part of the Boatyard Sales
platform, is made to help dealers save time by eliminating the need for manual photo editing due to challenging backgrounds, distractions and poor lighting.


This enhancement is just one part of Boatyard Sales, a comprehensive platform that unifies inventory management, lead capture, marketplace syndication, and AI-powered sales tools into a single solution. It’s designed to streamline sales workflows, boost online performance, and maximize profitability across every listing.

To see how AI photo enhancement and the full Boatyard Sales platform can help your dealership sell smarter and faster, schedule a demo today at boatyard.com.

Media Contact

Katy Fairman, Boatyard Director of Business Development


ABOUT BOATYARD

Boatyard is a leading software provider for marine businesses, helping boatyards, marinas, dealerships and service providers modernize operations and improve customer experience through better technology. Built specifically for the recreational marine industry, Boatyard streamlines service and sales workflows with fast, user-friendly interfaces and time-saving automations, providing the marine industry with some of its first AI-powered tools. Trusted by leading marine businesses across North America, Boatyard helps service and sales teams operate more efficiently and profitably. Learn more at boatyard.com.

From the Show Floor to the Front Door: A 3-Step Strategy to Convert Boat Show Leads

By Michele Howard, Co-Owner of Pin-Up Marketing, an MRAA Platinum Partner

The lights have dimmed on the convention center floor; the carpets are rolled up and your team is finally catching their breath. For many marine dealers, the post-boat show period is a mix of exhaustion and excitement. You have a stack of lead forms and a CRM brimming with potential.
But here is the reality: The boat show isn’t where the sale happens — it’s where the relationship begins. According to industry data, the average marine sales cycle can span months. If your follow-up stops after a single “Thanks for stopping by” email, you are leaving your ROI on the show floor. To convert February’s leads into May’s deliveries, you need a follow-up engine fueled by three critical components: CRM precision, digital persistence and website optimization.

1. The CRM: Speed vs. Substance

The first 48 hours post-show are critical. Research shows that leads contacted within two days are 60% more likely to convert. However, speed without substance is just noise.

Instead of a generic blast, use your CRM to segment leads by Intent and Interest:

  • The “Hot” Lead: Someone who spent 20 minutes in a specific cockpit. They need a personal video walk-through of that exact model within 24 hours.
  • The “Researcher”: Someone comparing brands. They need an educational comparison guide or a “First-Time Buyer” toolkit.
  • The “Dreamer”: Someone 12–24 months out. They should be moved into a long-term automated “lifestyle” nurture sequence that keeps your dealership top-of-mind without being pushy.

The Pin-Up Tip: Ensure your CRM tags include the specific boat show year and location. This allows you to track the exact ROI of each event three, six and even twelve months later.

2. Digital Marketing: The ‘Invisible’ Follow-Up

Even the best email sequences have open rates. To stay in front of your leads, you must meet them where they spend their downtime: social media and the web.
This is where Retargeting becomes your most valuable player. By uploading your boat show lead list into Facebook, Instagram or Google Ads, you can serve “Invisible Follow-Ups.” While they are scrolling through their feed, they see a beautiful sunset shot of the boat they stood on last weekend.

To maximize impact, Pin-Up’s Auto-Attract system serves exclusive “Show Special” ads with tailored discounts for show participants. By capturing these high-intent leads and utilizing Auto-Attract data for precision retargeting, we provide full-circle sales attribution to prove exactly which ads drove your boat sales.
This reinforces the emotional connection they felt at the show and keeps your brand present even if they haven’t replied to your voicemail yet.

Website Optimization: The Virtual Showroom


When a lead clicks a link in your follow-up email, where do they go? If they land on a generic homepage, you’ve broken the “flow.”
Your website should be optimized as a post-show destination:

  • Dedicated Landing Pages: Create a “Post-Show Recap” page featuring videos of the models you displayed.
  • Low-Friction Conversion: Make sure “Schedule a Sea Trial” or “Value My Trade” buttons are front and center.
  • Social Proof: Feature testimonials or “Sold” photos of customers who bought at the show to create a sense of urgency (the “Fear of Missing Out” or FOMO effect).

From Lead to Launch

Boat shows are a massive investment of time, money and caffeine. Don’t let that investment wither away in a stagnant database. By leveraging your CRM for personalization, using digital ads for visibility and optimizing your website for the “next step,” you turn a brief handshake into a lifetime customer.

About Pin-Up Marketing

Pin-Up Marketing is a digital agency dedicated to helping marine dealers bridge the gap between traditional sales and modern digital growth. From CRM integration to high-converting ad campaigns, we help you win the “after-show” battle.


About the Author
Michele Howard, Pin-Up Marketing Co-Owner
Michele Howard, Co-Owner, Pin-Up Marketing

Michele Howard is the Co-Owner of Pin-Up Marketing with over 20 years of hands-on marketing experience across the marine, automotive, truck & trailer and RV industries. Her deep understanding of each market allows her to develop data-driven, performance-focused strategies that help dealerships streamline operations, increase visibility and drive sustained revenue growth.

Media Coverage for Boat Shows

Discover Boating, powered by NMMA and MRAA, is driving strong earned media coverage for winter boat shows that reinforces retail boating’s value at the local market level.

Recent coverage positions boat shows as the most practical way for consumers to explore boating. Moreover, boat shows are a hands‑on, in-person and expert-led (often by boat dealers!). Stories across major media outlets consistently highlight boating’s accessibility, the lifestyle it delivers and the importance of working with trusted marine retailers when shopping, comparing and buying.


WHY THIS MATTERS FOR BOAT DEALERS

Earned media coverage supports the events. Additionally, it works for the industry and you before consumers ever step onto the show floor:

— Your dealership is put in position of authority in the market. Coverage consistently presents local retailers as trusted experts, strengthening credibility before the show conversation begins.

— More informed traffic. By framing boat shows as places to learn, compare and explore options with experts, the coverage helps bring in consumers at varying stages within the boating journey. You can set the stage for better conversations without overselling intent.

— Boating stays top‑of‑mind during planning season. With consumers actively thinking about summer, this coverage reinforces boating as a leading recreational choice, capturing attention. And at a time when budgets are being built.

MRAA members are encouraged to review the complete NMMA press release for market‑specific examples and a clearer view of how Discover Boating’s national messaging is translating into local demand. Have questions? Dealers can find support here.

Why Every Marine Dealership Needs a CRM

• How to Get the Most From a CRM

By Tristian Penick, Account Executive at Lightspeed DMS, an MRAA Strategic Partner

For marine dealerships across the U.S. and Canada, competition for customers is nothing new — but the way those customers shop has transformed. Today’s buyers research boat models online, compare financing options, browse accessories and schedule service appointments digitally before ever stepping into a store. The result is a more complex sales cycle with more touchpoints and more expectations for timely communication.

This is where Customer Relationship Management (CRM) systems play a critical role. A CRM centralizes customer information organizes follow-ups and supports long-term loyalty — all of which directly impacts dealership performance.

Why a CRM Matters in Marine Retail

Marine retail isn’t a quick transaction business. The lifecycle of a customer often includes:

— Initial product research

— Quote requests and pricing questions

— Trade-in evaluation

— Financing conversations

— Accessories and parts purchases

— Seasonal service, detailing and storage

A CRM helps dealerships manage this lifecycle seamlessly by:

— Keeping Customer Information Organized: Instead of scattering lead information across notebooks, inboxes, texting apps and team members’ memories, everything lives in one cohesive platform. This ensures that no matter who interacts with the customer — sales, service or parts — the dealership has everything they need in one location.

— Improving Lead Follow-Up: Marine leads arrive from multiple channels: events, websites, phone calls, OEM referral pages, email campaigns, walk-ins and boat shows. A CRM helps ensure those leads are captured, assigned and followed up consistently so fewer opportunities slip through the cracks.

— Supporting Repeat & Aftermarket Revenue: Once a customer buys a boat, they aren’t done. A CRM makes it easy to maintain ongoing communication, schedule reminders and run targeted outreach campaigns. It’s important to build a relationship with your customers so they come back for:

— Service and maintenance

— Winterizing

— Storage

— Accessories upgrades

— Electronics installs

Enhancing Customer Experience: Today’s customers expect dealerships to remember preferences, past purchases, communication history and timing. A CRM makes these interactions smoother, more responsive and more personalized.

Best Practices for Using a CRM in a Marine Dealership

Capture Every Lead (Not Just the Hot Ones): A large portion of boat buyers begin researching months before they’re ready to purchase. Logging early-stage leads allows your team to nurture them instead of relying on memory. Tip: Establish internal standards for how and when leads should be entered.

Respond Quickly — Speed Wins: Marine leads are often time-sensitive, especially during peak selling seasons. Dealers who respond faster tend to win more deals. Suggested benchmark: Aim to reach out within one hour of lead creation.

Use Automated, Personalized Follow-Ups: Automation ensures consistent touchpoints without additional manual workload on your team. CRMs can automate communication chains such as:

— Appointment reminders

— Post-service feedback requests

— Winterization or storage reminders

— Accessory promotions

Track the Whole Sales Pipeline: This helps managers allocate resources and forecast seasonal business cycles. Instead of asking, “Did we ever hear back from that buyer?”, pipeline tracking creates visibility:

— Who is in early research mode?

— Who needs a quote?

— Who is awaiting financing info?

— Who is ready to close?

Connect Sales, Service and Parts: Marine customers rarely engage with only one department. When systems are disconnected, it leads to repeated questions and dropped communication. CRMs that integrate with dealership management systems (DMS) strengthen continuity and help boost repeat business.

Where Lightspeed Fits In: Dealerships use a variety of CRM platforms — some standalone and some built into broader dealership systems. Lightspeed DMS, for example, includes CRM tools designed for marine dealerships and integrates those tools directly with sales, parts, service, accounting and reporting operations.

Dealers using integrated systems often benefit from:

— Shared customer records across departments

— Reduced manual data entry

— Consistent follow-up tasks and reminders

— Access to real-time dealership data

— Support for multi-unit sales (boat + motor + trailer + accessories)

This helps eliminate the friction that can occur when a CRM is siloed from other dealership processes.

The Bottom Line: CRM is About Relationships, Not Software

Marine retail has always been about relationships. A CRM simply scales what good dealerships have always done — but with more structure, consistency and clarity across the customer lifecycle.

For dealerships evaluating their next steps, key questions include:

— Are we logging and tracking all our leads?

— Do we have visibility into follow-ups?

— Do we communicate proactively or reactively?

— Are departments aligned around the same customer data?

— Can we measure the impact of our outreach efforts?

Dealerships that can answer “yes” to those questions are positioned for stronger loyalty, healthier revenue across parts and service and more predictable seasonal demand. If you are interested in seeing what Lightspeed’s CRM can do for your dealership, please complete this form.

About the Author

Tristian Penick is an Account Executive at Lightspeed DMS, where he works closely with marine dealers to streamline operations across sales, service, parts and accounting. Prior to Lightspeed, Tristian spent six years in the SaaS space with Podium and Cars.com, partnering with dealers to solve everyday operational and customer-experience challenges through technology.

Tristian Penick, Lightspeed DMS

He brings a practical, dealer-first mindset shaped by years of working alongside owner-operators and management teams. Outside of work, Tristian comes from a competitive soccer background, including time playing in Australia, which continues to influence his disciplined, team-oriented approach. His focus today is helping marine businesses reduce wasted time, simplify their tech stack and improve profitability.

MRAA Announces 2025 Great Dealerships to Work For; Trailblazer Award Recipient

• Award recognition highlights marine retailers committed to strong workplace culture and employee experience

MINNEAPOLIS (Jan. 28, 2026) — The Marine Retailers Association of the Americas (MRAA) recognized 21 2025 Great Dealerships to Work For and named its second annual MRAA Trailblazer Award recently at Dealer Week in Tampa, Fla.

Randell Seyfert, Captain’s Marine President, received the second annual MRAA Trailblazer Award from Stevie Cook, MRAA Certification Manager.

Randell Seyfert, President of Captain’s Marine located in Kalispell, Mont., was selected as the 2025 Trailblazer Award winner, which honors a leader advancing strong workplace practices within the industry. In recognition of his commitment to fostering an effective, team‑centered workplace environment at Captain’s Marine Inc., a Certified Dealership, Seyfert was honored on stage the MRAA’s annual conference and expo.

“Recognizing a Trailblazer means highlighting leadership that actively creates a stronger workplace for employees and, by extension, enhances our entire industry,” said Stevie Cook, MRAA Certification Manager. “Randell’s commitment to establishing clear expectations, supporting employee development and fostering an environment where people feel valued reflects the kind of intentional leadership that helps marine dealerships thrive.”

Great Dealerships to Work For

The MRAA recently named the recipients of the 2025 Great Dealerships to Work For, an annual program that highlights marine retailers earning high marks from their employees for workplace satisfaction, culture and performance. Twenty-one dealerships earned recognition for their industry-leading efforts. The association also honored the top performers across small, mid and large dealership groups. This year’s top group honorees included:

Top 3 Small Group

Breath’s Boats & Motors

Russell Real Island Marina

Desmasdon’s Boatworks

Top 3 Mid Group

3A Marine Service

Marine Sales – Pickwick

Chessie Marine

Top 3 Large Group

All Seasons Marine Works

Russell The Ridge Marina

Candlewood East Marina

Boat Dealership awards
2025 GDTWF: Russell The Ridge Marina
Boat dealership awards in Tampa
2025 GDTWF: Desmasdon’s Boatworks

2025 Great Dealerships to Work For:

3A Marine Service

All Seasons Marine Works

Breath’s Boats & Motors

Candlewood East Marina

Captain’s Marine

Chessie Marine

Colorado Boat Center

Desmasdon’s Boatworks

Marine Sales Pickwick

Overby Marine – Littleton

Port Harbor Marine – Kittery

Regal & Nautique

Russell Real Island Marina

Russell The Ridge Marina

Shady Creek Marina

South Florida Marine

Spicer Marine Basin

Strong’s Marine LLC of Southampton

Taylor’s South Shore Marina

The Boat House of Naples

Wakeside Marine

“Each year, the Great Dealerships to Work For program gives us meaningful insight into how dealers cultivate environments where people feel appreciated, are able to do their best work and can build a career,” said Cook. “These honorees demonstrate the connection between a strong workplace culture and a stronger industry overall. We appreciate the leadership they show in elevating the employee experience.”


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.

What the No Tax on Boat Loan Interest Act of 2026 Means for Marine Dealers

• MRAA Advocacy update: New bill addressing boat loan interest deduction will make boat ownership more affordable for everyday Americans

WASHINGTON (Jan. 28, 2026) — The No Tax on Boat Loan Interest Act of 2026, recently introduced by Rep. Nancy Mace, proposes extending the above‑the‑line loan interest deduction available for American‑made motor vehicles to include American‑made recreational boats. The legislation aims to reduce financing costs for boat buyers, helping to get more Americans on the water, while simultaneously supporting our nations recreational boating industry.

If enacted, the No Tax on Boat Loan Interest Act of 2026 would allow taxpayers to deduct up to $10,000 annually in interest paid on qualified recreational watercraft loans through 2028. The deduction would phase out for individuals with modified adjusted gross incomes above $100,000 and for joint filers above $200,000. Eligible vessels must be recreational motorboats assembled in the United States, and taxpayers must provide the boat’s hull identification number on their return.

MRAA advocacy session

With more than 12 million registered recreational boats across the country, the bill has direct implications for affordability, access and the marine businesses that rely on consistent consumer demand. The recreational boating industry as a whole, supports more than 36,000 businesses and 800,000 jobs nationwide.

MRAA Perspective

MRAA will continue monitoring the legislation and evaluating its potential impact on marine retailers and the customers they serve.

“The MRAA applauds the leadership of Representative Mace for introducing the No Tax on Boat Loan Interest Act, which will provide needed relief to American families who wish to invest in an American-made boat,” said Matt Gruhn, MRAA President. “The provisions put forth in this bill will expand the ‘No Tax on Car Loan Interest’ provision included in the recently passed One Big Beautiful Bill Act to American-made recreational boats. This change will provide needed relief to hardworking Americans who support our nation’s recreational boating industry by allowing them to deduct interest paid on loans used to buy American-made watercraft. With the majority of boat owners in America making less than $100,000 a year, this bill stands to significantly benefit working-class Americans and help encourage more folks to get on the water to the benefit of their health and the recreational boating industry at large.”

Industry-wide Support

  • Michael J. Stodolak, President, National Marine Lenders Association (NMLA): “We support the advancement of HR 7222 and the amendment to the Internal Revenue Code of 1986 to include watercraft. By enabling buyers of American-made boats to deduct interest paid on their boat loans, this legislation will make boat ownership more accessible for hardworking families. Additionally, it will provide a boost to American marine manufacturers, retailers, and lenders who help make recreational boating possible. We appreciate Representative Mace’s leadership in championing support for both consumers and the boating industry.”
  • Frank Hugelmeyer, President and CEO, National Marine Manufacturers Association (NMMA): ”The No Tax on Boat Loan Interest Act recognizes the vital economic role recreational boating plays across American communities. With 95 percent of boats sold in the U.S. built here at home, and the vast majority by small businesses, this bill helps strengthen American manufacturing and protect good jobs. At the same time, it makes boating more accessible to families facing rising costs and encourages time on the water for recreation. We thank Congresswoman Nancy Mace for her leadership and commitment to supporting a thriving, homegrown industry.”
  • David Kennedy, Manager of Government Affairs, Boat Owners Association of the United States (BoatUS): ”A boat is often a family’s single biggest investment in outdoor recreation, bringing together multiple generations on the water. And for many, a boat is their primary means of getting to work and school. Treating boat loan interest in the same manner as cars and recreational vehicles is sound tax policy. On behalf of our over 740,000 members nationwide, including some 20,000 in South Carolina, we applaud Representative Mace for bringing this proposal forward.”

Learn More & Connect

For more information about this bill and to see the No Tax on Boat Loan Interest Act of 2026 text, read the official press release from the office of Congresswoman Nancy Mace.

For additional legislative updates or issues impacting marine retail, including recreational boat taxes, contact: Chad Tokowicz at chad@mraa.com.


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.

Boating Industry Marketing Leaders Unveil Direction to Accelerate Market Expansion

• Industry webinar clarifies roles for Discover Boating, manufacturers and dealers, and shares how to measure success

The Market Expansion Advisory Group, comprised of marketing leaders from member companies of the National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas (MRAA), announced details of their market expansion strategy to accelerate long-term industry growth amid changing consumer behavior and slowed boat sales.

Discover Boating

Market Expansion Advisory Group

Collective NMMA and MRAA member feedback made it clear that clarifying Discover Boating’s mandate and establishing a measurable framework are critical to achieving greater market impact. To answer the member need, NMMA Board of Directors chair, Bill Yeargin, formed the Market Expansion Advisory Group comprised of industry marketing experts across both the manufacturer and dealer landscape.

The Market Expansion Advisory Group includes:

Abbey Heimensen, Vice President of Marketing, MarineMax

Amber Holm, Chief Marketing & Experience Officer, Winnebago Industries

Bryan Seti, Vice President, Yamaha

Bryce Brown, Principal, Colorado Water Sports

Lauren Beckstedt, Chief Marketing Officer, Brunswick

Thomas Bates, Chief Revenue Officer, Correct Craft

Victor Gonzalez, Chief Marketing Officer, Sportsman Boats

Matt Gruhn, President, MRAA

The Group came together to reassess Discover Boating’s role and how success is measured in response to evolving market conditions and consumer needs. To inform this work, the Group aligned on the core challenges facing market growth, evaluated the end-to-end industry marketing funnel to identify gaps and opportunities, and clarified the most effective roles for Discover Boating, manufacturers, and dealers. The Group also affirmed the need for new consumer research to ground future marketing work in a current, data-driven understanding of who today’s (and tomorrow’s) boaters are and what motivates them. Leading global research firm, Ipsos, was commissioned by the Group and their findings are being shared with NMMA and MRAA members via multiple webinars, reports and research materials in the coming months.

“The work of this member-led Advisory Group is an important step forward for our industry, bringing together manufacturers, dealers and Discover Boating around a shared growth strategy,” said Thomas Bates, Chief Revenue Officer, Correct Craft. “By clarifying roles, grounding the work in consumer research and committing to measurable outcomes, we’re building a more coordinated and effective approach to expanding boating participation over the long term.”

“This is bigger than a campaign; it’s about how we work together to serve a changing consumer through shared resources that allow us to accomplish what no single entity can accomplish on its own,” said Lauren Beckstedt, Chief Marketing Officer, Brunswick Corporation. “Like any good marketing effort, the group ensured decisions are rooted in data and partnership and bring clear measures of success for Discover Boating that ignite industry action.”

Industry Roles in Fostering Market Expansion

The resulting Advisory Group assessment concluded that Discover Boating is an industry-wide movement to attract new people to boating—versus a near-term lead or sales generator. Its purpose is to reach, inspire and start engaging consumers by building awareness, shaping perceptions and helping new and next-generation audiences see boating as accessible and relevant to their lives.

The Group’s decision to focus Discover Boating on awareness came as a result of a collective recognition that it is more efficient for Discover Boating to play that role since manufacturers and dealers often do not have the scale or focus on higher funnel awareness marketing efforts. Without Discover Boating, there is a gap in filling the top of the marketing funnel with new audiences that, if left unaddressed, would deteriorate boating participation and sales and increase marketing costs for manufacturers and dealers.

“Growing the boating market starts by reaching people who may not yet see boating as accessible or relevant to their lives. Through broad, category-level awareness marketing via Discover Boating, we can introduce boating to targeted audiences and create curiosity that expands the top of the funnel and brings more people in,” said Bryan Seti, Vice President, Yamaha Boat Business Unit. “From our work as an Advisory Group, it became clear Discover Boating can’t solve growth on its own, so we have to be more disciplined in working together to connect the dots across Discover Boating, manufacturer and dealer marketing efforts.”

As Discover Boating drives category awareness and consideration, manufacturers and dealers play a critical role in industry performance marketing—converting interest into ownership and long-term engagement. Then, through an improved hand-off and coordinated efforts, manufacturers and dealers connect with and nurture consumers when they’re actively exploring boating, provide clear product information and offers, and guide them from initial interest through the purchase process.

Dealers ultimately lead the ownership experience, supporting onboarding, service, and retention, while manufacturers reinforce brand value and innovation. Together, their efforts activate the lower marketing funnel, turning category demand into measurable sales, loyalty and sustained growth for the industry.

Moreover, Discover Boating, manufacturers and dealers each play distinct but connected roles in growing the boating market. Together, they move consumers from awareness to ownership, accelerating category expansion and long-term participation.

Discover-Boating-Market-Expansion-Plan-webinar

“Market growth is a team sport. Manufacturers, dealers, and associations each have a role, and we’re prepared to take bold, coordinated steps forward,” said Abbey Heimensen, Vice President, MarineMax. “By defining distinct marketing roles and committing to clear, measurable outcomes, we can build momentum to strengthen the future of boating.”

A New Way to Measure Success

To ensure the industry is focused on what drives long-term growth, success for Discover Boating is measured at the top and middle of the marketing funnel—where new demand is created. The Group identified key indicators to track whether more people are discovering boating, learning more and engaging with manufacturers, dealers, clubs or education pathways. These measures provide early, leading signals of market health, helping the industry understand whether awareness, interest, and engagement are expanding over time.

These key indicators come together in the Discover Boating Health Score, a shared framework that serves as a scoreboard for market momentum. For instance, the Health Score tracks indicators such as reach and market visibility, audience penetration, content and event engagement, and boating participation. The Health Score signals that more target customers are being reached, more people are searching for boating, engaging with educational content on the Discover Boating site and finding pathways into the industry, providing a consistent, transparent way to assess progress and align efforts around building a stronger foundation for future participation.

“This is a turning point for how we grow boating and the work led by the Advisory Group gives us a more connected industry-wide approach,” said Bryce Brown, Principal, Colorado Water Sports. “With clearer marketing roles and a shared measurement framework, dealers, manufacturers and Discover Boating can work in sync to strengthen the future of our industry.”

“Growing boating participation starts with growing boating interest and that means measuring what happens before someone ever steps into a dealership or marina,” said Amber Holm, Chief Marketing & Experience Officer, Winnebago Industries. “The Discover Boating Health Score gives us a clear, shared view of whether we’re truly expanding awareness, sparking curiosity and guiding more people toward real entry points into the lifestyle. It’s the kind of transparent, early signal our industry needs to stay aligned, accountable and building momentum for long-term growth.”

The Path Forward: Test, Build, Expand

Looking ahead, Discover Boating will advance a “crawl, walk, run” approach over multiple years. The “crawl” phase begins this spring with rigorous testing and validation of audience targeting that leverages new Ipsos research and boater registration trend data from Info-Link, creative concepts, media channels and activation formats. Furthermore, this includes building a plan rooted in data and a test-and-learn strategy, as well as understanding the funding required to be effective.

The Advisory Group is building the plan and will present their recommendation to the NMMA and MRAA Boards of Directors. From there, the “walk” and “run” phases will be dependent on investment necessary to kickstart growth.

“This new forward-looking approach will be grounded in consumer insight, built through testing and validation, and scaled based on what proves to drive engagement,” said Victor Gonzalez, Chief Marketing Officer, Sportsman Boats. “There is work to be done to grow the industry and as a collective Advisory Group, we have helped create a framework to get there with a model the industry can build on to expand participation and sustain growth.”

Additionally, new consumer research from Ipsos, member webinars and industry updates will be rolled out in the coming weeks to provide further insights.

Click here to view a recorded webinar with members of the Advisory Group. 

For questions or more information, please contact NMMA’s Maggie Maskery at mmaskery@nmma.org.