Drive Sales with a New, No-Cost Sales Incentive for Dealers

• Sea Tow® Sea Care Six Month Program supports long-term retention and removes one barrier to purchase

Article submission from Sea Tow, an MRAA Platinum Partner

Boater acquisition and retention continue to challenge our industry. Nearly one in four first-time boat buyers leaves boating within four years.
Why? Ownership often turns out to be more costly and challenging on the water than expected. What begins as a dream can quickly become a source of stress—and that anxiety doesn’t just affect current owners. It creates a barrier for prospective buyers, too. Buyers don’t always articulate these concerns about what could go wrong or their uncertainty about how to handle them or get help.
Sea Tow® is taking bold steps to change that.

Strategic B2B Offering Designed to Support New Boaters

As the experts in on-water assistance, we see firsthand the real-world issues that shake a boater’s confidence — dead batteries, fouled props, running aground or running out of fuel. We see it every day; it’s the operator, not the boat. For seasoned boaters, these are manageable setbacks. But for new owners, they can be intimidating enough to abandon boating altogether. None of us want the uncertainty of how to handle these issues to create a barrier to purchase.
That’s why Sea Tow created the Sea Care 6-Month Membership Program — a strategic B2B offering designed to support new boaters from day one. Through this program, dealers cover 6 months (half the cost) of an annual Sea Tow Gold Card membership for the new boat owner.

The best part: Sea Tow provides the 6 months of Gold Card membership to the dealer AT NO COST in exchange for active promotion of the program to potential and new boat owners (a $124.50 value).

Program & Membership Benefits


Including Sea Tow membership with the purchase of a boat:

  • Removes one core barrier to purchase
  • Strengthens buyer confidence
  • Defines the nature of your dealership: “We care about our customers.”
  • Elevates the ownership experience, builds loyalty
  • Supports long-term retention & lowers used inventory in the market
  • Is easy to execute with ZERO cost to the dealer


Sea Tow Gold Card membership means:

  • 24/7 priority service
  • Unlimited towing with no distance or dollar limits in the member’s home area
  • Jump starts, fuel and oil/parts delivery, prop disentanglements, and covered ungroundings
  • Service for every boat a member owns, rents, or bareboat charters
    Scheduled dock-to-dock tow coverage to repair facility
  • Local navigation tips, referrals and troubleshooting
Sea Tow Sea Car Six Month Program - boater retention
In an effort to improve customer satisfaction and boater retention, Sea Tow provides participating businesses with free 6-month membership vouchers for customers who purchase boats.

Help in Troubleshooting

Human error account for 75% of Sea Tow’s service calls. When out on the water, sometimes the engine cut-off switch can get knocked out of place or the boat is not in gear; direct connection to the local Sea Tow Captain can help troubleshoot the issue before even needing a tow. Radios left on all day can lead to dead batteries and needing fuel is a common occurrence; all scenarios are covered by membership and members receive priority service day or night.

Integrate Sea Care at Close

Integrating the Sea Care Six Month Program into the sales and closing process is a seamless effort for any participating dealer or manufacturer to execute. Here’s how it works:

  • Sea Tow provides vouchers with unique activation codes valued at $124.50 each, equivalent to six months of membership, at no cost to the dealership.
  • Dealer distributes the vouchers to the new boat owner during F&I, warranty walkthrough or sales paperwork review.
  • New boat owner uses activation code to purchase annual Sea Tow Gold Card membership at half price.

It’s that easy! Sea Tow also provides support materials including sales team training materials, signage, POP and social media artwork.

Long-Term Retention

The Sea Care Six Month Program supports long-term retention and removes one barrier to purchase. It helps further define the values of your business and build loyalty. Let’s work together to get and keep people boating longer.

To learn more about the program and how to become a participant, contact seacare@seatow.com.

How Tariffs Are Rocking the Boat

• A Q&A with Rick’s Small Sailboats, Florida-Based Dealer and MRAA Bronze Member

By Chad Tokowicz, MRAA Government Relations Manager

Rick Upson started his dealership, Rick’s Small Sailboats, with a simple goal: to share his love of sailing and help more people experience the joy of being on the water. Working solo from his home in Tallahassee, Fla., he keeps things lean, personal and focused. But like many small business owners, Upson is now facing new challenges. Recent tariffs on imported boats have created delays, cost uncertainty and pricing challenges.

MRAA advocacy, tariffs

The MRAA Advocacy Team connected with Upson to learn how these changes and tariffs are affecting his operations and what it means for small dealers trying to grow. In spite of the hurdles, he’s choosing to move forward with optimism, determination and a commitment to serve his boating community.

Will you tell us a bit about your dealership? Where are you located? How many employees do you have? How long you’ve been in business? What types of boats and marine products do you specialize in?

Upson: I run a small dealership based in Tallahassee, Florida, focused on new and used trailerable sailboats. Right now, I’m the only employee, and we officially opened on January 1, 2023. Initially, I sold only used boats, but in October 2023, I became a dealer for Weta Trimarans — currently the only new boats I carry. My territory covers Florida, Georgia, Alabama, Mississippi, Louisiana and Texas.

I plan to expand our lineup with models like the Rocket (similar to the Sunfish) and the Windsurfer LT (a modern version of the original Windsurfer). Right now, I have two used sailboats and one new Weta in stock, with four more new Wetas on the way from Indonesia.

Since I operate the business out of my home on 3.5 acres (with one acre cleared), I store boats under covered pole barns. Keeping operations at home helps minimize overhead.

What immediate effects, if any, have you seen from the recent tariffs in your day-to-day operations?

Upson: So far, it’s unclear. I’ve ordered four Weta Trimarans through my distributor, East Coast Sailboats, based in the Outer Banks of North Carolina. I haven’t received the invoice yet, so I don’t know how much the tariffs will affect the pricing. Once I see the bill, I’ll have a better idea.

Ultimately, the uncertainty around what I will end up being charged for something I ordered months ago highlights the difficulty facing marine retailers regardless of size, as the rapidly shifting trade dynamics and economic realities are making it difficult to forecast revenue as well as cost.

How have you responded to those cost increases? Have you passed them on to customers or found ways to absorb or offset them?

Upson: If the tariffs result in increased costs, I plan to pass those costs along to my customers.

Have the tariffs caused you to change how or where you source your boats or parts?

Upson: While I haven’t changed suppliers yet, I’m definitely concerned. Consumer confidence is at a 12-year low and sailboats are a luxury item people can do without. Even so, I went ahead and ordered four new Weta Trimarans — my wife thinks I’m crazy! I’m hoping there’s still a market for them despite the uncertainty.

Have product delays or shortages become more common due to the tariffs?

Upson: I’m not sure yet. Other than the Weta order, I haven’t placed any new orders since the trade tensions began, so I don’t have enough data to say for certain.

Looking at the bigger picture, how have the tariffs or global trade environment influenced your long-term business planning?

Upson: Honestly, my bigger concern is political. I’m more worried about the state of democracy in the U.S. than about the direct impact on my business. That said, uncertainty — political and economic — does make long-term planning harder.

Looking ahead, what’s your outlook on how tariffs and economic uncertainty might shape the marine industry?

Answer: I’d like policymakers to understand that tariffs won’t immediately bring boat manufacturing back to the U.S. — that takes time, investment and stability. No one is going to build a factory unless they believe these tariffs will be in place for years. The problem is, tariff policy keeps changing. One day it’s on, the next it’s off. That kind of unpredictability makes it hard for small dealers like me to plan for the future.

Tariff Policy Changes, Business Challenges

When costs and timelines are unpredictable, it is harder for dealers to plan ahead, manage cash flow or maintain stable pricing. That uncertainty often trickles down to customers, affecting both affordability and experience. Creating more consistency in trade policy could go a long way in supporting the stability small businesses and their customers rely on.

Connect & Learn

Are tariffs and the uncertainty surrounding them a major hurdle for you? Looking to connect with MRAA’s Advocacy Team, reach out to Chad at chad@mraa.com.


Additional Articles on Tariffs:

• Tariff Policy & Cross-Border Marine Trade with Kellen Friedlander, Great Lakes Marine, an MRAA Bronze Member.

• Chart a Course Through Tariff Uncertainty from Huntington Distribution Finance, an MRAA Education Champion.

MRAA launches 2026 Dealer-Manufacturer Scorecard Program

MRAA launches 2026 Dealer-Manufacturer Scorecard Program

July 8, 2025 — MINNEAPOLIS — The Marine Retailers Association of the Americas announced, today, the formal launch of its 2026 model year Dealer-Manufacturer Scorecard Program. With manufacturers actively preparing their dealer meetings, and with dealers looking ahead to the new model year selling season, MRAA’s Dealer-Manufacturer Scorecard Program provides the perfect platform for deepening the important conversations dealers and manufacturers must have to find success and drive better customer experiences in the year ahead.

To arrive at this formal launch, MRAA fielded a four-month pilot program of this Scorecard Program over the winter, including 12 brands from the Correct Craft and Malibu, Inc. boat brand families. Based on feedback from those brands, MRAA made several updates and refinements to the formal Dealer-Manufacturer Scorecard Program. The pilot program captured insights from more than 175 dealerships related to their satisfaction with manufacturer performance in the relationship, ranging in topics from product quality to marketing and promotions programs and satisfaction with the manufacturers’ reps.

“Particularly with the way that our market has slowed over the last couple years, there has never been a more important time to foster critical conversations between dealers and manufacturers, and this program offers a standardized, turnkey approach to doing just that,” explains Matt Gruhn, MRAA President. “Based on dealer feedback from the pilot program, we have already seen boat brands make adjustments to improve their dealer relationships and customer experiences. This will help them strengthen their go-to-market strategies, which is exactly the reason we launched the MRAA Dealer-Manufacturer Scorecard Program.”

Based on MRAA’s comprehensive research, as well as detailed insights and direction from dealers and manufacturers, MRAA created separate dealer and manufacturer scorecards, each featuring 10 customized performance categories. The scorecard surveys, which are distributed electronically and compiled by MRAA, are designed to deepen the conversation between dealers and manufacturers with a focus on improving the overall customer experience. Participating manufacturers receive comprehensive monthly reports that compare their results to industry aggregates and offer insights into areas of opportunity.

To make the Scorecard Program a fully turnkey effort, MRAA provides numerous resources for dealers and manufacturers to use. They include several tutorial videos, scoring guidance documents, sample emails for encouraging dealer participation, a dealer list template and more.

To learn more about MRAA’s Dealer-Manufacturer Scorecard Program, visit www.mraa.com/scorecards or reach out directly to Matt Gruhn at matt@mraa.com or 763-333-2421.

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.

Coast Guard Reports Fewest Boating Fatalities in More Than 50 Years

• 2024 United States Coast Guard Recreational Boating Statistics Report Overview

By Chad Tokowicz, MRAA Government Relations Manager

On Tuesday, June 24, 2025, the United States Coast Guard released its annual Recreational Boating Statistics report for 2024, marking the 66th edition of this comprehensive analysis. This report is a vital resource for understanding the current state of recreational boating in the United States, providing detailed insights into accident statistics, casualty reporting and vessel registration.

• 2024 United States Coast Guard Recreational Boating Statistics Report Overview
2024 United States Coast Guard Recreational Boating Statistics Report Overview

Overall, 2024 saw a significant decrease in both the number of accidents and fatalities with the new report recording the fewest boating fatalities since the Coast Guard began collecting statistics more than 50 years ago. Fatalities fell 1.4% to 556 from 564 in 2023, while overall incidents increased by 1.1% from 3,844 to 3,887. Nonfatal injuries rose 2.1% from 2,126 to 2,170. Alcohol remained to be the leading known contributing factor in fatal boating accidents in 2024, accounting for 92 deaths or 20% of total fatalities.

Here, we break down the key findings and what they mean for the recreational boating community. We also highlight the crucial role that recreational boating safety plays in supporting the growth of our industry.

Key Findings from 2024 Report

The 2024 Recreational Boating Statistics report reveals trends that highlight both progress and areas needing improvement in recreational boating safety. The Coast Guard, along with state and territorial partners, compiled and analyzed this data to offer a clear picture of boating activities and safety outcomes over the past year.

Accident Statistics and Causes

  • In 2024, there were 3,887 boating accidents, resulting in 556 deaths and 2,170 injuries and approximately $88 million in property damage. Compared to 2023, the number of incidents increased 1.1%, the number of deaths decreased 1.4%, and the number of injuries increased 2.1%.
  • The leading causes of boating incidents continue to be operator inattention, improper lookout, operator inexperience, machinery failure and navigation rules. They ranked as the top five primary contributing factor in incidents. Alcohol use was the leading known contributing factor in fatal boating incidents. Where the primary cause was known, it was listed as the leading factor in 20% of deaths.

Life Jacket Usage and Drowning:

  • Detailed casualty reports showed that drowning was the cause of death in 76% of all fatalities. Of those victims, 87% were not wearing a life jacket. This drives home the importance of the National Safe Boating Council’s “Wear It” campaign to promote life jacket use.

Importance of Boater Education

  • Where instruction was known, 69% of deaths occurred on boats where the operator did not receive boating safety instruction. Only 19% of deaths occurred on vessels operated by individuals with a nationally approved boating safety education certificate.

MRAA’s Efforts to Support Recreational Boating Safety

At the Marine Retailers Association of the Americas (MRAA), we are not only committed to ensuring marine dealers have the tools to improve and bolster their business, we are also dedicated to enhancing the safety and enjoyment of recreational boating. Our initiatives focus on education, safety advocacy and collaboration with industry partners to promote best practices and safety standards.

We believe a safe competent boater is a confident boater. Someone who enjoys boating more often and is more likely to remain a lifelong boater. That’s why the MRAA actively engages with policymakers and regulatory bodies to advocate for laws and regulations that strengthen boating safety. This includes supporting common-sense boating safety policies like mandatory boater education and best-practices for various recreational boating activities like wake-surfing and water-skiing.

The MRAA government relations team works tirelessly to ensure the marine retailer community is represented in these important discussions. Earlier in 2025, the MRAA celebrated as the Hanson-Milone Act was signed into law in Massachusetts, establishing a mandatory boater education program. To learn more about our involvement and the specifics of the bill, click here.  

Furthermore, we also collaborates with industry stakeholders to launch safety campaigns aimed at raising awareness about key safety issues. Our campaigns focus on promoting sober boating, life jacket usage and emergency preparedness. One of our key partnerships is with the National Safe Boating Council (NSBC), where MRAA’s Chad Tokowicz serves on the NSBC Board of Directors. Together, we support initiatives, including:

Wear It Campaign
  • This campaign promotes the use of life jackets by highlighting their importance and encouraging boaters to wear them at all times while on the water.
National Safe Boating Week
  • An annual event that kicks off the boating season with a focus on safety tips, education, and awareness activities. The MRAA supports this initiative by distributing materials and promoting events through our network.

International Collaboration for Safer Waters

Lastly, the International Boating and Water Safety Summit (IBWSS) is another opportunity for the MRAA to advance recreational boating safety. This summit unites boating and water safety professionals from around the world to share knowledge, best practices and advancements in safety protocols. Our involvement includes:

Workshops and Presentations
  • Our team participates in and leads sessions sharing insights into safety innovations, educational strategies and industry trends.
Networking and Collaboration
  • The summit allows us to network with other safety advocates, researchers and industry leaders to strengthen our shared mission.

For a more comprehensive overview of our involvement at the IBWSS 2024, click here.

Final Thought

The 2024 Recreational Boating Statistics report is a crucial resource for all stakeholders in the boating community — from policymakers and safety advocates to boat owners and operators. Moreover, while the report showcases some encouraging trends such as a decrease in fatalities, it also reminds us of persistent challenges — particularly in the areas of operator behavior and life jacket usage.

It is our collective responsibility within the recreational boating industry to prioritize safety on the water. No effort it too small. Progress will not come from a silver bullet, but with silver buckshot. To clarify, many small, consistent actions will lead to a safer boating environment.

By continuing to prioritize safety education and awareness — by working together through organizations like the MRAA, the Coast Guard and our partners like the National Safe Boating Council — we can work to make recreational boating safer and more enjoyable for everyone.

Next Steps?

From Clicks to Closings: Turning Digital Leads into F&I Profit

By Brenda Cline-Kereakes, Chief Operating Officer at Line\5, an MRAA Platinum Partner

Your dealership’s digital marketing efforts are designed to capture attention, generate leads and drive traffic to your showroom. But turning those online clicks and digital leads into actual sales is only the beginning. The real opportunity lies in integrating finance and insurance (F&I) products early and effectively, creating not just a one-time sale but a long-term, loyal customer relationship.

5 Steps to Convert Your Digital Leads into F&I Profit

1. Lead Follow-up: Speed and Consistency Matter

The first step to converting digital leads is prompt and professional follow-up. Customers expect quick responses and the faster your team connects, the higher the chance of closing the deal. A disciplined approach to lead management helps ensure that no opportunity slips through the cracks and shows the customer they are valued from the start.

2. Introduce F&I Early in the Sales Process

Many dealerships wait to introduce F&I products until the very end of the sales process. By then, customers are often focused on getting out the door. Instead, start discussing protection plans, service contracts and payment options early. Educating customers on these solutions upfront helps build value and reduces surprises. It also positions your dealership as a trusted partner looking out for their long-term ownership experience.

3. Personalization Builds Trust

Today’s buyers expect personalized experiences. Use the data you collect during the digital lead process to tailor conversations around their needs and lifestyle. Highlight how certain F&I products can protect their investment and offer peace of mind on the water. A customer who feels understood is more likely to say yes to additional products and services.

4. Promote Service Plans and Loyalty

F&I is more than just finance and insurance. It is an opportunity to set the stage for future service visits and accessory sales. Offering maintenance and protection plans encourages customers to return to your dealership for service and upgrades, strengthening the relationship and increasing lifetime value.

5. Track, Measure and Adjust

Evaluate your F&I performance just as closely as your digital marketing metrics. Track penetration rates on service contracts and protection plans and analyze which products resonate most with your buyers. Use this data to refine your approach, train your team and optimize your overall strategy.

F&I Strategy: Turning Digital Leads Into Revenue

Digital marketing is essential for generating leads, but your F&I strategy is what turns those leads into revenue and long-term loyalty. By introducing F&I products early, personalizing the process and promoting ongoing service relationships, you can maximize profitability and deliver a better ownership experience for your customers.

From Clicks to Closings: Turning Digital Leads into F&I Profit

About the Author

Brenda Cline-Kereakes is the Chief Operating Officer at Line\5, bringing extensive leadership experience across the RV, automotive, marine, powersports and home warranty industries. A recognized expert in F&I training and development, she has coached countless dealership teams on best practices for profitability, compliance and customer satisfaction.

As a frequent industry speaker, Brenda shares insights on how top-performing F&I teams elevate the customer experience and drive success. To learn more about Line\5 or connect with Brenda, you can reach her at 312-342-5558 or brenda@line5.com.

How to Drive Boat Use and Keep Boaters for Life

By Valerie Ziebron, President of VRZ Consulting and Dealer Week 2025 Educator

The more customers use their boat, the more likely they are to stay in boating. Those of us in the industry who love and live for boating can consider it a given that once a boater, always a boater. Unfortunately, statistics tell a different story with a steady stream of boaters using their boats less and even getting out of boating entirely. The good news is your dealership team plays a big role in the industry’s need to drive boat use!

Many of the best practices don’t require more time or resources — just an increased awareness in what you’re doing in your daily tasks and how it can make a difference. Let’s take a look at some of the key opportunities to drive boat use.

Getting to Know You

Do you have the gift of gab with your customers? Not only is this important for building rapport but when we ask questions like:

“How are you enjoying your boat? Would you buy this model again?” 

The responses can give a pulse on boat usage and can open the conversation up to hearing about things they don’t like.  This is key to understanding where they are and how we might be able to help them.

  • Do they understand all the features? Sometimes the things they don’t like about the boat are things they simply are not using or are not using properly.
  • Life changes? Getting married, having kids, becoming empty nesters, health issues and even getting a dog are all things that can impact boat use.

In the above examples, knowing WHAT is impacting the customers boating gives us powerful information. Is your team making the effort to connect with your customers? Doing so provides the opportunity to suggest ways the customer might not have considered to get more enjoyment from boating.

Even customers who have owned many boats might need to be guided on new features, options for accessories or even different ways to adapt their style of boating to their new life situations.

What We Do Matters

Many of our daily tasks have a very tangible impact on our customers’ boat usage. Repair Event Cycle Time (RECT) is showing that many customers would love to be out on the water but unfortunately their boats are in the shop for far too long. Every department in the dealership plays a role in reducing RECT.

Sales

  • Are you educating the customers on the best ways to service their boat?
    • The importance of proactive maintenance and care.
    • The best times to get work done to maximize time on the water.
    • How to schedule maintenance and what service will need to fix the boat (good information, picture/video, etc.).
    • Do you communicate with service advisors about customers who might benefit from looking at a different boat?

Service

  • Are you thinking about what the boat will need next and when the best time to do it would be every time you interact with a customer?
    • Are you keeping a tangible and visual schedule that the entire team can see?
    • Are you actively scheduling and marketing work for the slower months?
    • Are boats being prioritized and triaged within 48 hours of intake?
    • Are you closing out tickets and getting boats picked up quickly?

Parts

  • Are you making sure we have the right parts at the right time?
    • Does service know as soon as all parts are in for a job?
    • Are you tracking lost sales due to parts not being available?
    • Do you let the team know about backorders that could impact customers?

Lot/Marina

  • Are you improving efficiency and quality control?
    • Do you help keep the lot organized based on what boats will be needed next?
    • Are you looking every boat over as you pass it and alerting on any issues?

Show You Care

Understanding our customers and making sure they best understand how to enjoy boating is a mix of soft skills and hard skills. Empathy is key not only with our customers but also with our internal team and our interdepartmental relationships. The more we support each other, the better it is for everyone.

5 Steps to Take to Drive Boat Use that Leads to Customer Retention

  1. Clarify how to best do business with the other departments.
  2. Share helpful information with other team members as soon as it comes up.
  3. Talk through issues. Don’t talk about team members negatively. Work together when something comes up to fix issues and make processes and relationships stronger.
  4. Educate customers — either individually or by offering clinics to get them more comfortable with their boat and with boating.
  5. Make suggestions “Have you tried … ?” Chances are, you have some excellent insights to overcome barriers or to get your customers on the water more. Don’t wait for them to ask you. The more you educate them and share helpful tips that meet them where they currently are, the more you show that you really do care — not only about their business but about them.

Make an Impact — Drive Boat Use

By making intentional changes you can overcome some of the barriers to boating. Every time you connect with a customer, you have a chance to guide them toward greater confidence, joy and long-term engagement with recreational boating. Your genuine level of care has the potential to make a lasting impact, supporting not only their boating journey but also on the marine industry as a whole

About the Author

Drive Boat Use Valerie Ziebron
Valerie Ziebron, President of VRZ Consulting

Valerie Ziebron, President of VRZ Consulting, is a leading industry expert and top-rated speaker best known for her service acumen. Since starting VRZ Consulting in 1989 she has delivered thousands of presentations for dealers and OEMs to help marine professionals ‘flip the switch’ from reactive to proactive business practices. Her goal is to grow your profitability and customer loyalty while decreasing your stress. She is an educator and host for the Dealer Week 2025 Service & Parts Pathway held Dec. 7-10 in Tampa, Fla.

The Untapped Potential of F&I

• Why Structured Product Programs Are Essential for Modern Marine Dealerships

By JD Baker, Vice President of Specialty Sales, Protective Asset Protection, an MRAA Platinum Partner

For marine dealers navigating today’s shifting market, the pursuit of healthy, sustainable growth is more challenging than ever. While the excitement of new boat sales still drives much of the business, the real opportunity for long-term profitability and customer loyalty lies beyond the showroom floor. Customer acquisition costs are rising and consumer expectations are higher than ever, which means that the most forward-thinking marine dealers are now turning their attention to product programs to understand the untapped potential of F&I (finance and insurance).

A Unique Challenge: F&I in the Marine Industry

Unlike their automotive or even RV counterparts, some dealerships have not traditionally prioritized F&I as a core part of their business model. Many are smaller operations, where salespeople juggle multiple roles selling boats, accessories and sometimes even handling basic F&I offerings. This “do it all” approach, while understandable given staffing realities, often leaves significant revenue on the table and, more importantly, can lead to missed opportunities in customer care and retention.

The marine industry’s F&I landscape is still in its early stages of maturity. According to industry experts and recent dealer feedback, many dealerships rely heavily on front-end sales margins, with little emphasis on the structured sale of protection products, extended service contracts or insurance solutions. Yet, as the market shifts and new boat owners enter the fold, especially following the COVID-19-driven spike in recreational boating, dealers are finding that a structured F&I program is a “must have” for business growth.

Driving Revenue Growth: The Business Case for F&I

The financial upside of a solid F&I program is clear. Recent data from the National Marine Manufacturers Association (NMMA) and industry analysts indicates that dealerships with structured F&I processes consistently report higher per-unit profitability. According to the 2024 Boating Industry Dealer Benchmarking Report, marine dealers who actively sell F&I products see, on average, a 15-20% increase in gross profit per unit compared to those who do not. In some cases, F&I income can represent up to 30% of total dealership profits — a figure that rivals or exceeds those seen in the automotive sector.

But the revenue opportunity goes beyond just the initial sale. F&I products-such as extended service contracts, GAP coverage and ancillary protection plans-create ongoing touchpoints with customers, driving repeat business and referrals. When a customer has a positive experience with a claims process or receives value from a protection product, they are far more likely to return for service, upgrades or their next vessel purchase.

Elevating Customer Service: Protecting the Boating Lifestyle

While the financial benefits are substantial, the most compelling reason to invest in a structured F&I program is the impact on customer satisfaction and retention. Boating is not just a transaction, it’s a lifestyle investment. For many customers, their boat is one of their most significant discretionary purchases and the experience they have with ownership will determine whether they remain engaged with the boating lifestyle for years to come.

Unexpected repair bills or uncovered losses can quickly sour that experience. A single major engine or hull repair can cost thousands of dollars, leading some owners to question whether boating is worth the hassle. By proactively offering protection products and explaining their value, dealers can help customers safeguard their investment and enjoy true peace of mind on the water.

This isn’t just theoretical. Dealerships that emphasize F&I education and product offerings report higher customer satisfaction scores and increased repeat business. Customers who purchase protection plans are more likely to stay engaged with their dealer for routine maintenance, upgrades and future purchases, creating a virtuous cycle of loyalty and advocacy.

Bridging the Gap: Overcoming Barriers to F&I Adoption

Despite these clear benefits, many marine dealers remain hesitant to fully embrace F&I — to discover the untapped potential. Common objections include perceived complexity, lack of dedicated staff and uncertainty about customer receptivity. However, these barriers are increasingly surmountable with the right approach and partnership.

First, today’s leading F&I providers offer comprehensive training and support tailored specifically for marine dealerships, even those without a dedicated F&I department. Sales teams can be equipped with the tools and knowledge to present protection products confidently and transparently, making F&I a natural extension of the sales process rather than an afterthought.

Second, customer attitudes are evolving. As consumers become more accustomed to protection products in other industries-such as automotive, electronics and even travel-they are increasingly receptive to similar offerings in marine. The key is education: helping customers understand not just what the products are, but how they directly enhance their ownership experience.

The Full Potential — Customer-Centric F&I

By helping customers protect their investment, dealers are investing in their own future-creating satisfied boaters who return year after year, recommend the dealership to friends and family and contribute to a vibrant, growing boating community.

The Untapped Potential of F&I
JD Baker, VP of Specialty Sales, Protective Asset Protection

About The Author

JD Baker has spent more than 12 years with Protective Asset Protection, moving from a regional manager to the company’s Vice President of Specialty Sales. JD has over 25 years of experience in finance and sales with an emphasis in retail. He currently leads sales and client relations activity for Protective’s RV, Powersports and Marine customers and the agents that serve them.

Connect with him here: JD.Baker@protective.com; 844.735.5433, Option 2.

Surface Protectant: Protect Customers’ Boats

Sharing the Benefits of Surface Protectant for Gel-coated/Clear-coated Boats

By Larry Wenger, Vice President of National Sales, Ultimar, an MRAA Platinum Partner

As a dealer, when you take in a boat on trade, it’s pleasing to see the boat has been well cared for and in top condition. But too often, customers don’t know how to keep their boat looking pristine. That’s where you come in. You can help them protect their boat (and investment) by understanding the benefits of surface protectant.

You have skin the game because this same now-educated customer could return in a few years to trade in their used boat that is in pristine shape. Not only does this help your pre-owned fleet, but also it helps you appeal to other customers who want to by a quality pre-owned unit. That’s why it’s important for you to educate all your customers about normal wear and tear and how some choices they make with you can protect that boat for years to come.

Most boat owners want their boat to look good and intend to protect their investment — but many don’t understand how quickly the marine environment can take a toll. Not every customer understands what constant exposure to saltwater, UV rays, algae and pollutants can do — and how it can take a toll on a boat’s appearance and performance. By offering a high-quality gel-coated surface protectant as part of the purchase or service process, you not only unlock additional revenue for your store, but position your dealership as a long-term partner in care.

What is a Gelcoated/Clearcoated Surface Protectant?

A gel-coated surface protectant is a high-quality, marine-grade coating designed to protect a boat’s fiberglass hull and other surfaces. Unlike traditional waxes or polishes, gelcoat protectants create a tough, long-lasting shield that repels contaminants, resists oxidation and enhances the boat’s overall durability. This layer bonds with the gelcoat, providing a smooth and glossy finish that extends the life of the boat while reducing maintenance needs.

A protective product like this also helps your sales team go beyond the basic delivery and boat purchase. It allows you a chance to teach them and provide an easy, proven way to protect their brand-new boat.

5 Benefits of a Genuine Gel-coated/Clear-coated Surface Protectant

To help your customers feel more confident in their purchase and add peace of mind, you should focus on the added value of gelcoated protectant. Help them view it as an added value, not just an add-on (read: another expense),

1. Superior UV Protection

Prolonged exposure to the sun is one the biggest threats to a boat’s exterior. Ultraviolet (UV) rays cause oxidation, fading and chalking of the gelcoat over time. A high-quality gelcoat protectant contains UV inhibitors that prevent sun damage, keeping the boat’s surface looking vibrant and new for longer. This is especially crucial for boats that spend extended periods on the water or in storage under direct sunlight.

You have an opportunity, as an industry expert, to serve as an advisor (not only a seller) to new buyers by helping them understand the long-term impact of UV exposure.

2. Resistance to Saltwater Corrosion & Metals

Saltwater is highly corrosive, leading to premature deterioration of a boat’s finish. Without proper protection, salt deposits can eat away at the gelcoat, causing dullness, pitting and structural damage. A genuine gel-coated surface protectant forms a hydrophobic barrier that repels saltwater, reducing the risk of corrosion and making it easier to rinse away salt residue after each voyage. Also, a protectant that is specifically created and tested for the protection of metals from corrosion caused by environmental impacts such as salt will provide long term protection.

Help your new customers understand this protection helps guard their boat against avoidable harm. When you offer that protection at point-of-sale, it strengthens your reputation for service beyond the sale.

3. Prevents Oxidation and Fading

Oxidation is a common issue with fiberglass boats, resulting in a dull and chalky appearance over time. Gelcoat protectants help prevent oxidation by sealing the surface, reducing exposure to air and water that contribute to degradation. This maintains the boat’s color depth and shine, eliminating the need for frequent buffing and polishing.

You have a chance to give your customer peace of mind by offering this kind of long-term care. It also presents your team with a natural reason to follow up with customers and invite them back for a check-in.

4. Easier Cleaning and Reduced Maintenance

A well-applied gelcoat protectant makes boat maintenance significantly easier. Its slick, non-stick properties prevent dirt, grime, algae and marine growth from adhering to the surface. This means less scrubbing, fewer harsh chemicals and more time enjoying the water instead of constantly cleaning the boat. Additionally, it helps reduce staining from fish blood, bird droppings and other contaminants that would otherwise be difficult to remove.

You want your customers to use their boats and have fun in them. That means kids will spill, fish will flop and dirt will settle. This one really is about helping them boat more and clean less, which creates happier boaters who return to your dealership and refer family and friends.

5. Long-lasting Gloss and Enhanced Appearance

Boaters take pride in the appearance of their vessels and a genuine gel-coated protectant enhances the boat’s aesthetic by providing a deep, mirror-like shine. Unlike waxes that wear off after a few weeks a high-quality gelcoat (with routine preventative maintenance) can last for months or even years, depending on the formulation and maintenance routine.

Boat owners are not unlike classic car owners. They want their “ride” to sparkle and shine when it’s on display. The majority of boat owners take pride in a beautiful finish, so when it’s time to trade in or upgrade, their satisfaction with your recommendation will translate to continued business.

Protect Your Customers’ Boats, Protect Their Time

For dealerships, offering a gel-coated surface protectant isn’t just an upsell — it’s an opportunity to add value, build trust and demonstrate your commitment to the boat’s long-term care. When customers see you’re looking out for their investment and helping them enjoy more time on the water and less time cleaning, they’ll keep coming back for the same level of thoughtful service.

With benefits like UV resistance, saltwater protection, oxidation prevention and reduced maintenance, protection like this provides long-term defense against the harsh marine environment. From casual boaters or a seasoned mariners, protecting their boat and keeping it in peak condition for years to come makes complete sense.

About the Author
Gelcoat Surface protectant
Larry Wenger, VP of National Sales, Ultimar

Larry Wenger comes to Ultimar with over two decades’ experience in the surface protection program business space. Prior to joining The Granitize Family of Products, Larry successfully operated a general master agency, specializing in surface protection and product warranty space. Larry directed this agency in the highly competitive Northeast, Mid-Atlantic, Southwest, Southeast, Midwest and Great Lakes. His business experience includes three decades in the luxury merchandise industries from buying, management, sales and client services, both nationally and internationally.

He says, “My belief is if you want to be a bona fide leader, you must possess an unwavering conviction to be an exceptional communicator and insist on exemplary customer relations and services.”

How to Encourage the Cautious Shoppers

• Overcome Customer Objections and Empower Hesitant but Interested Buyers to Take Action


By Tyler Kelly,  Recreational Dealer Field Sales Manager, Motility Software Solutions, an MRAA Platinum Partner


After a trip out on the water enjoying the warm sun and fresh air, how could anyone not fall in love with boating? The 85 million Americans who boat each year would be shocked! However, many people are, in fact, hesitant to fully embrace the boat-owning lifestyle. So, as a marine dealer, how can you get these people off solid ground, and fast? Here are some ways to encourage cautious shoppers to test the waters:

Recognize Potential Obstacles

Before you start engaging these cautious customers, you must be aware of their potential reservations. By acknowledging common hesitations, you can meet your customers where they are and resolve their concerns. Some causes of conflict during the buyer’s journey include:

Purchase price and other expenses

  • The price of a boat can be daunting, especially for new prospective owners. Then, add on potential costs for maintenance, repair, insurance, storage, fuel, accessories and toys for activities. This is what’s running through your customers’ minds.   

Complicated dealership processes

  • The more complex the sales process is, the more opportunities customers have to fall off the path to purchase. From the moment a prospect contacts your dealership to when they become official boaters, the experience should be as smooth as possible.

Disappointing customer service

  • Shoppers who aren’t totally sold on the product itself are even less likely to complete a deal after experiencing a negative encounter with your staff. For example, a hesitant customer won’t appreciate feeling pressured into a sale. They need the right resources and support to feel comfortable moving forward with a purchase — especially for a commitment like boat ownership.

Knowledge requirements

  • Boat ownership comes with additional responsibilities such as navigating bodies of water correctly, docking successfully and obtaining the necessary licensing to operate a vessel. Customers may feel overwhelmed by the amount of skill and information they need to become qualified boat owners.

Storage and towing needs

  • Another logistical concern for potential owners is where they’re going to keep their boat and how they’re going to transport it to their desired destinations. Maybe they don’t have a garage or it’s not large enough for their vessel. However, keeping it in the driveway leaves the unit vulnerable to environmental damage and outsourcing storage space can be costly and unreliable. On top of all that, they need to have a vehicle with enough tow capacity to transport the boat to and from different locations.

So what should you do about these obstacles? How can you minimize the effects or remove some friction points altogether?

Present Boat Options

If your customers are intimidated by the large price tag and additional costs associated with boat ownership, make sure you present your slightly less expensive options, such as older models, used units, or rental options if you offer them. Additionally, if the overall cost seems to be too steep for the potential buyer, present monthly payment options to shift their mindset away from the discouraging number. By offering financing flexibility, your customers will be able to picture a more manageable cost structure.

Streamline Your Processes

Efficient dealership processes produce faster customer experiences and minimize the amount of time available for shoppers to overthink their decision. To simplify every step of the sale and connect every department with real-time information and consistent records, consider adopting digital tools, like a complete dealer management system (DMS) that automates several tasks and maintains a single record of customer data. For example, if you offer rental services, some DMSs can automate digital contracts and billing, streamlining the booking and reservation process.

Provide Periodic Employee Training

Employee training is essential to ensure your team knows how your dealership’s processes work, how to handle various customer scenarios, and how to showcase your units in the best way possible. Schedule occasional workshops and training sessions to remind or update your staff of new business practices and protocols.

Highlight the Perks of a Boating Lifestyle

There’s a reason so many people dream of owning a boat at some point in their life. When customers are intrigued, but not convinced, remind them of the positives of boat ownership, like:

Socialization

  • Having quality time with friends and family
  • Becoming a member of an active and fun boating community

Adventure

  • Spending time outside in fresh air
  • Engaging in various activities (water sports, fishing, swimming, etc.)

Freedom

  • Being able to go where you want, when you want to
  • Setting the pace and scene of your boating excursion

Although many Americans already own a vessel and engage in boating activities regularly, engaging the interested but hesitant shoppers can increase boat purchases and customer retention. The smoother the purchase experience, the faster you’ll get these customers in and out of your dealership — with their new boat.

How to Encourage the Cautious Shoppers
Tyler Kelly, Manager of Recreational Dealer Field Sales, Motility Software Solutions

About the Author
Tyler Kelly, Manager of Recreational Dealer Field Sales at Motility Software Solutions, brings more than 15 years of experience in the recreational vehicle industry. He has held key roles in dealer sales and corporate account management. In his current position, Tyler leads sales teams dedicated to helping recreational dealers drive efficiency and growth.