A Boat Dealer’s Guide to Winning with SEO

Let’s be real – selling boats isn’t always smooth sailing, especially when the economy feels shaky. If sales have slowed down and marketing budgets feel tighter, it’s natural to worry. But here’s some good news: Search Engine Optimization, better known by its shorter acronym of “SEO”, is your secret weapon to attract customers without spending a fortune on ads.

Here’s the absolute truth: Right now, potential boat buyers are out there. While they might not be stepping into your dealership physically, they are Googling and researching, all of them at various stages of the buying process. With the right SEO approach, your dealership can show up front and center, exactly where you need to be.

However, here is another absolute truth: SEO is a long game. You cannot make a few changes on your website and expect customers the very next day. It takes consistency and time before you see results, but we can tell you from personal experience that if you start today, you will thank yourself in the future.

This article will start by briefly telling you why SEO is important in 2025 and then follow that up with some step-by-step actions you can take to elevate your SEO game.

A Quick Note: On-Page vs. Off-Page SEO

Before we dive into action steps, it’s helpful to understand that SEO comes in two forms: on-page SEO and off-page SEO.

  • On-page SEO refers to everything you control on your own website, such as your page content, blog posts, keyword use, and internal linking.
  • Off-page SEO is about actions taken outside your own site, like earning backlinks, managing your online reviews, and engaging with local directories.

This guide will primarily focus on on-page SEO strategies, the areas you can take action on immediately without needing a large marketing budget.

Why SEO Matters Now More Than Ever

When times are tough, every dollar counts. SEO is a cost-effective way to improve your online visibility and attract customers actively looking for boats and marine services. Unlike paid ads, the investment you make in SEO today continues to pay off for months – even years. All it takes is doing the right things consistently.

Think of SEO kind of like maintaining your boat: regular care and attention today prevents bigger problems down the line. Start now, and you’ll be set for smoother sailing ahead!

Step 1: Build a Strong Foundation with Website Optimization

Easy Navigation and User-Friendly Design

Your website should be as welcoming as your showroom. Make sure it’s easy to navigate, mobile-friendly, and loads quickly. Here are some quick and easy actions we recommend you take in regard to having an SEO-friendly website.

Action Steps:

  • Simplify menus and clearly label categories (e.g., New Boats, Used Boats, Services).
  • Ensure your site looks and works great on phones. This is crucial because many potential buyers browse from their mobile devices.

Smart Internal Linking

Internal links are clickable connections within your website that lead to other pages on the same site. They help Google understand the structure of your website and make it easier for visitors to navigate and find the information they need.

Action Steps:

  • Link your blog posts to relevant inventory pages.
  • Include links to financing options, service details, and customer testimonials on relevant pages.

Blogging: Consistency is Key

Regular, SEO-friendly blog posts are great for your site’s visibility and credibility. When you consistently publish new content, it not only keeps your visitors engaged but also signals search engines that your site is active and valuable. This can lead to higher rankings in search results. Focus on creating content that addresses your potential boat buyer’s needs, answers their questions, or sparks their interest. For instance, write about seasonal maintenance tips, reviews of the latest boat models, or personal stories and testimonials from satisfied customers. By doing so, you not only improve your SEO but also build trust and authority, making your website a go-to resource for those interested in boats.

If you’re using WordPress, installing a plugin like Yoast SEO can make optimizing your posts much easier. Yoast provides real-time suggestions for improving SEO, readability, keyword usage, and meta descriptions – guiding you to create posts that not only read well but also perform better in search engines.

Action Steps:

  • Create a content calendar and stick to it (aim for at least 2-4 blog posts per month).
  • Blog about frequently asked questions, boat care tips, or spotlight new models. For example, “5 Reasons the New Model X Pontoon is Perfect for Family Adventures.”
  • Install the “Yoast SEO” plugin if your website is hosted by WordPress, or “Wix SEO Wiz” if your website is on Wix. 
  • Follow an ‘SEO Checklist’ for every every blog you post on your website. Check out MRAA’s SEO Checklist to get started.

Step 2: Keyword Research Made Easy

Keywords are compasses that guide potential customers straight to your doorstep. Think of them as the phrases or words people type into search engines when they’re looking for something specific – such as a product, service, or information. By understanding and using the right keywords, you can make it much easier for search engines like Google to connect your website to the people searching for what you offer. Essentially, keywords act as a matchmaker between your boat dealership and potential customers, helping your website show up in the right search results at the right time. Keyword research is all about thinking like your customer: “What would they type if they wanted to find my dealership?”

NOTE: Before jumping into the action steps for keyword research, it is worth mentioning that it is not easy to do and takes practice. However, once you get good at it, the keywords you find will really help you with the blogging action steps mentioned previously.

Finding the Right Keywords

Think about what your customers type when looking for boats:

  • “best boat dealers near me”
  • “buying a fishing boat in [your location]”
  • “boat service and maintenance”

Tools You’ll Love:

  • Google Keyword Planner (free)
  • SEMrush or Ahrefs (these cost money, but are very powerful)

Action Steps:

  • Make a list of 20-30 relevant keywords.
  • Sprinkle these naturally throughout your website, especially in headings, page titles, blog posts and meta descriptions.

Step 3: Maximize Your Google Business Profile

Your Google Business Profile is your online billboard – make it shine!

Out of all the SEO tips in this article, Google Business Profile might be the most important (in my opinion). Your Google Business Profile serves as the first point of contact for many potential customers when they search for services or products online. A well-optimized profile can significantly enhance your visibility, ensuring your boat dealership shows up in local searches and Google Maps. This isn’t just about being found; it’s about making an unforgettable first impression. By providing detailed, accurate, and engaging information such as your dealership’s hours, phone number, services, and promotions, you’re setting the stage for customer trust and engagement. Regular updates and prompt responses to reviews, especially negative ones, showcase your commitment to excellent service and build lasting relationships. Having an up-to-date Google Business Profile is a huge signal for Google to rank your site higher.

Steps to a Stellar Profile:

  • Fill out all information completely: dealership hours, phone number, website, services offered.
  • Regularly post updates: Announce new arrivals, special promotions, or events.
  • Encourage customer reviews: Always respond promptly, especially to negative reviews, turning them into opportunities to demonstrate great customer service.

Bonus: Local SEO Tactics to Dominate Your Market

Local SEO ensures your boat dealership is visible to customers in your specific area by tailoring your online presence to local searches. For instance, optimizing keywords that include your city or region can connect your business directly to nearby customers searching for “boat dealerships near me.” By creating content that highlights your involvement in local events or showcasing testimonials from local customers, you build credibility and foster a sense of community. This targeted approach not only increases your visibility but also drives foot traffic to your dealership, making it easier for customers to find and trust you.

Action Steps:

  • Mention your city or town frequently on your website.
  • Claim your business on Yelp, Bing Places, and other relevant local directories.
  • Consistently maintain your dealership’s name, address, and phone number (NAP) across all platforms.

Track Your Progress (Without Getting Overwhelmed)

Monitoring a few key metrics can show you if your SEO is working effectively. Start by analyzing website traffic through tools like Google Analytics to understand how visitors are engaging with your site. Next, track keyword rankings using Google Search Console to see if your targeted keyword terms that you did in Step 2 are gaining visibility. Additionally, monitor calls, direction requests, and visits from your Google Business Profile, as these provide real-world indicators of how your online efforts translate into customer actions. Keeping an eye on these metrics allows you to adjust your strategies as needed, ensuring consistent improvement and better results.

Simple Metrics to Watch:

  • Website traffic (Google Analytics)
  • Keyword rankings (Google Search Console)
  • Calls and visits from your Google Business Profile (your Google Business Profile editor has metrics you can see for these!)

Now Go Get Started on Your SEO Strategy

As mentioned at the beginning of this article, SEO isn’t an overnight fix. Think of it like carefully navigating your boat through rough waters, making steady progress towards calmer seas. Start implementing these SEO strategies today, and you’ll soon see more customers, more inquiries, and more opportunities.

The MRAA Can Help You!

Our marketing experts at the MRAA are here to help. If you have any questions regarding SEO or digital marketing strategies, reach out to us via email at marketing@mraa.com.

And if you’re looking to expand your marketing skills even further, you can check out more resources on our Spotlight page, where this month’s topic is focused specifically on empowering dealerships to own their marketing.

Need help creating SEO-friendly content?

AIMIE, the MRAA’s artificial intelligence writing assistant, can help you generate blog drafts, website copy, and SEO-optimized articles tailored for marine dealers. Learn more about AIMIE here.

If you don’t have access to AIMIE yet, consider upgrading to Silver Membership to unlock this powerful tool.

This blog was co-authored by Bob Stanke, MRAA Senior Director of Marketing, and Gabrielle Ronnenberg, MRAA Marketing Specialist.

Digital Marketing’s Impact on Marine Dealerships – A 10-Year Analysis

By Chris Kulaga, Product Manager, Lightspeed, an MRAA Strategic Partner

Over the past decade, digital marketing’s impact on marine dealerships has been substantial, as many have undergone a significant digital transformation. What was once a retail segment reliant on boat shows, print ads and word-of-mouth has increasingly embraced email campaigns, text messaging and online engagement – trends accelerated by the COVID-19 pandemic. In the marine retail industry represented by the Marine Retailers Association of the Americas (MRAA), dealers are discovering that digital marketing is not a luxury but a necessity for sustaining growth. This report examines digital marketing’s impact on marine dealerships. Let us explore how digital tactics — especially email and text messaging — have affected dealership performance in the last 5–10 years, with data-driven insights, benchmarks and real-world examples from marine and adjacent industries.

Digital Marketing’s Impact on Marine Dealerships-blog image of online shopping

The Shift to Digital in Marine Retail (2015–2025)

Marine dealers have historically been slower to go digital than auto or RV dealerships, but the tide is turning. Industry veterans have “been touting digital marketing for years,” yet many dealerships only truly pivoted when forced by market changes. The COVID-19 pandemic in 2020 was a tipping point. Dealers suddenly faced showroom closures and canceled boat shows, while a surge of new boat buyers entered the market. This “digital pressure” pushed even traditional dealers to adopt online tools. For example, virtual boat shows sprang up to replace physical events, attracting over 10,000 visitors in one case (tradeonlytoday.com). Boating websites saw traffic and leads skyrocket; in spring 2020, online boat listings experienced a 55% jump in views and a 106% increase in leads year-over-year (tradeonlytoday.com).

In the words of one industry analyst, “the pandemic has rewired companies around data and digital services.” Critically, consumer behavior had already shifted before COVID. Today an estimated 86% of marine buyers shop digitally during their purchase journey (boatingindustry.com).

Rather than beginning at the dealership, most customers start online – researching models, reading reviews and comparing prices. By the time they contact a dealer, they are often well-informed and farther along in the decision process. Adjacent sectors mirror this trend: car shoppers, for instance, now spend the majority of their journey online, even if 95% still complete the purchase in-store. Marine dealers must engage customers online or risk missing out on where buyers are making decisions.

COVID-19 accelerated digital adoption, but the change is here to stay. Dealers who honed their digital skills prior to 2020 were able to pivot quickly when lockdowns hit, while others scrambled. In a prior MRAA article, Liz Keener made a great point that “digital retailing is the future of selling boats” and it does not replace the showroom – it extends it. Even as in-person interactions remain vital for finalizing sales and fostering relationships, a robust digital marketing strategy has become fundamental for lead generation, customer retention and overall competitiveness in marine retail.

Email Marketing – Driving Effectiveness

Email marketing has emerged as a cornerstone of dealership marketing, delivering consistent results when done right. Email is known for an exceptionally high return on investment (ROI) – studies show an average of about $42 return for every $1 spent, outperforming many other channels. This impressive ROI stems from email’s low cost and broad reach. Many consumers check their email daily, making it an ideal way to stay in front of customers and prospects with relevant content.

Yet, the effectiveness of email for marine dealers depends on strategy and execution. Typical open rates for marketing emails hover around 20% across all industries (campaignmonitor.com), but generic “blast” emails from dealerships often fare worse. In one analysis of automotive dealers (a closely related sector), campaigns averaged only 9–12% open rates with ~14% click-through (porchgroupmedia.com); a sign that many dealers were sending untargeted or overly salesy emails. Marine dealers historically made similar missteps by sending one-size-fits-all promotions. It’s no wonder that an industry expert admitted “around 75 percent [of marketing emails] go unread” in his inbox.

The lesson: quality and relevance of content are paramount for email success. To harness email effectively, marine dealerships are adopting content-rich, customer-focused approaches. Rather than blasting inventory listings, savvy dealers provide value in their newsletters – boating tips, how-to guides, maintenance reminders, local event news, etc.

As marketing columnist Norm Schultz notes, “Instead of pitching products or services, deliver information that makes the recipient more intelligent and successful at using the boat” – tradeonlytoday.com.

This kind of content marketing builds trust and keeps boaters engaged with the dealership. Over time, useful and relevant emails cement an enduring customer relationship that drives repeat business.

Text Messaging, the Real Time Communicator

While email is excellent for rich content and broad outreach, text messaging (SMS) has become the go-to channel for real-time, fast communication. Studies show 89% of consumers prefer to interact via text over phone calls and a staggering 98% of text messages are opened – with 95% read within just 3 minutes. These statistics are game-changing for marine dealerships, where timely responses and quick exchanges can make or break a sale or service experience. In an industry known for phone tag and voicemails (especially during busy boating season), texting offers a direct line to customers that cuts through the noise.

Dealerships also leverage their DMS or CRM for automated texting for marketing campaigns. SMS can effectively deliver maintenance reminders, event invites and seasonal promotions directly to customers’ pockets. For example, a dealer might auto-send a “Happy 1-Year Boat Anniversary! Time for an annual service check-up” text to customers who bought a year ago, possibly accompanied by a small discount offer. These “small, thoughtful messages” keep the dealership top-of-mind and encourage repeat business. Birthday greetings or holiday boating tips via text add a personal touch that strengthens customer loyalty. Importantly, because text messages feel personal and urgent, they tend to get immediate attention – making them ideal for limited-time offers (“Come by this weekend for a demo ride event”) or critical alerts (like weather-related service center closures, etc.).

The engagement and conversion metrics for SMS are notable as well. As noted, open rates approach 98%, far exceeding email. Click-through rates (CTR) on text messages average about 6%, which is more than double the average email CTR (~2.5%) (info.joinsubtext.com). This is partly because texts are succinct and often contain a single call-to-action link. Conversion rates follow suit: SMS carries an average conversion rate of 29%, versus around 15% for email.

Some analyses even indicate SMS marketing can generate “17× more revenue than email” in certain campaigns. Marine dealers have seen this in practice when texting is used to re-engage dormant leads – for instance, a quick text about a price drop on a boat model to a previously interested shopper can rekindle the conversation more effectively than an email lost in the inbox.

Why Digital Marketing for Marine Dealerships Matters — Integrating a Solution

To maximize the impact of email and SMS, successful dealerships are turning to CRM & Marketing solutions. Further, ensuring you’re targeting a DMS that has direct CRM & Marketing functionality is crucial since the DMS serves as the central hub for customer data – including leads from the website, purchase history, service records and communication preferences. When these systems are leveraged, they enable powerful tactics that specifically benefit marine dealers:

  • Automated Lead Nurturing: Marine purchases often have long sales cycles (4+ months on average), so keeping in contact is crucial. A CRM can trigger a series of emails or texts to new leads over weeks and months – for example, sending product information, financing options and testimonials.
  • Personalized Offers via Segmentation: By utilizing embedded CRM & Marketing features within your DMS, your dealership can slice their customer base into meaningful segments. For context, Lightspeed DMS’ Marketing & CRM functionality allows for a dealership to use to filter for all owners of 3-year-old boats and send them a targeted upgrade offer (perhaps highlighting the newest model of their boat’s brand). Or, identify customers who haven’t serviced their boat in 12 months and send a maintenance reminder text. This data-driven targeting yields higher response rates than blanket promotions because the content speaks to a specific need or timing. It also mitigates the risk of alienating customers with irrelevant messages
  • Timely Communication & Task Management: Modern CRM systems used by marine dealers often support automation. When a customer sends an inquiry or a message on social media, the CRM can log it and even initiate an automated acknowledgement email. It can also assign follow-up tasks to sales reps, ensuring that no lead falls through the cracks. Given that 90% of car dealers admitted to using manual, ad-hoc processes for follow-ups in the past, the shift to a structured CRM approach in marine retail will be what defines your competitive advantage.
Addressing the Common Objections

You might worry that digital marketing is too time-consuming, expensive, or impersonal for your customers. In reality, starting with simple tactics like sending a monthly newsletter or scheduling automated text reminders can help deliver quick wins and save time on repetitive tasks like phone calls. Even less tech-savvy customers benefit from occasional digital touchpoints; they often appreciate timely updates without having to call or stop by.
Email and SMS can be surprisingly affordable and generate high returns. Viewed within the lens of “will this feature get me a new deal each month”, the margins speak for themselves. Ultimately, automation and personalization can coexist: a well-timed, personalized message strengthens customer relationships instead of replacing them.

Social media plays a critical role in expanding a dealership’s reach, building community and driving top-of-funnel awareness. Platforms like Facebook, Instagram, YouTube and increasingly TikTok are no longer just “nice-to-haves” – they are essential tools for modern marine retailers.

Leading dealerships are integrating their social media efforts with their Customer Relationship Management (CRM) systems. When someone comments on a boat listing, sends a message via Facebook, or fills out a lead form from an Instagram ad, the best platforms automatically log that engagement in the CRM. Sales teams can then follow up via text, email, or call — all while tracking outcomes and customer history in one place.

Online Marketing in Marine Retail

In Conclusion, it’s easy to see digital marketing’s impact on marine dealerships over the last decade. No matter your initial reservations, digital marketing provides practical, high-impact solutions that enhance, rather than replace, your traditional methods. By blending personal interactions with automated tools, you can keep modern buyers engaged, build loyalty and drive consistent growth in your dealership.

Digital Marketing’s Impact on Marine Dealerships – A 10-Year Analysis
Chris Kulaga, Project Manager, Lightspeed

About the Author
As a Product Manager at Lightspeed, Chris Kulaga plays a critical role in shaping the future of dealership management technology, with a dedicated focus on the Marine industry. He leads with a user-first mindset—regularly engaging with dealers across North America to ensure that Lightspeed’s product roadmap aligns with their operational needs and growth goals.
Chris has been instrumental in delivering impactful features such as Lightspeed TextMarketing and the DealersCircle integration, two key advancements that streamline communication and inventory management for marine dealerships. His responsibilities include identifying market opportunities, defining product requirements, managing cross-functional development teams and delivering innovative solutions that enhance dealership efficiency and profitability.

With over six years at Lightspeed and a strong background in customer success and product strategy, Chris brings deep domain knowledge and a passion for helping dealers thrive. His prior experience in the U.S. Air Force sharpened his leadership, analytical thinking and technical problem-solving—skills he now applies daily in product management.

Chris lives in Tri-Cities, Wash., with his wife and two pets. Outside of work, he enjoys weightlifting, cooking and exploring new destinations. His enthusiasm for marine recreation and continuous improvement fuels his commitment to delivering products that empower dealers to run smarter, more connected businesses.

Qwest Pontoons Commits to Platinum Partner Membership

MINNEAPOLIS, April 29 — The Marine Retailers Association of the Americas (MRAA) announces that Qwest Pontoons commits to Platinum Partner Membership with the association.

As a new Platinum Partner Member of the MRAA, Qwest Pontoons has joined like-minded marine businesses who are committed to driving innovation and supporting long-term growth within the dealer network. By focusing on creating high-quality pontoons that meet the diverse needs of consumers, they help dealers succeed in a competitive and ever-changing market. Their dedication extends beyond product development, as they actively engage with industry leaders and participate in key events, fostering valuable connections and sharing their expertise. Through these efforts, Qwest Pontoons reinforces its commitment to progress and sustainability, positioning itself as a forward-thinking leader in the marine industry.

Qwest Pontoons, based in St. Louis, Mich., is a company rooted in a deep passion for the water and a commitment to crafting pontoons that meet the diverse needs of water enthusiasts. With a focus on exceptional quality and thoughtful design. Qwest Pontoons create vessels that offer contemporary, multi-functional layouts suitable for activities like fishing, cruising, and water sports. The company emphasizes listening to customer feedback and continually strives to meet their expectations, producing pontoons built to last and set a high standard in the marine industry. Through a dedication to quality, precision, and innovation, Qwest Pontoons ensures that its pontoons provide a comfortable and confident on-water experience for every user.

“We’re thrilled to welcome Qwest Pontoons as a Platinum Partner of the MRAA,” says Freya Olsen, Senior Director of Engagement. “Qwest’s commitment to quality, innovation and the customer experience aligns perfectly with our mission to fuel dealer success. Their forward-thinking approach and dedication to delivering exceptional on-water experiences make them a valuable addition to our community and a strong advocate for the future of boating.”

About Qwest Pontoons
Founded with a passion for elevating the pontoon boating experience, Qwest Pontoons, a division of Apex Marine, has become a leading name in the marine industry by crafting innovative, high-quality pontoon boats. With a strong focus on design, technology, and customer satisfaction, Qwest Pontoons continues to push boundaries—offering versatile layouts, premium features, and modern aesthetics tailored for fishing, cruising, and water sports. Built on a legacy of craftsmanship and forward-thinking engineering, every These pontoons are designed to deliver exceptional performance, unforgettable moments on the water, and lasting value for today’s boaters. Call 989-681-4300 or visit www.qwestpontoons.com/.

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.

Searchshop Commits to Platinum Partner Membership

MINNEAPOLIS, April 29 – The Marine Retailers Association of the Americas (MRAA) announces that Searchshop commits to Platinum Partner Membership with the association.

As a Platinum Partner Member of the MRAA, Searchshop helps to shape the future of the marine dealer network by championing initiatives that foster long-term growth and sustainability. Its involvement supports essential tools like education, training and resources that help dealers grow and succeed in an increasingly competitive and evolving industry. By investing in the strength of marine dealerships, Searchshop reinforces its commitment to progress, innovation and industry-wide success while solidifying its role as a forward-thinking leader in the marine space.

“At Searchshop, we believe the future of marine retail lies in equipping both dealers and consumers with the tools to succeed in a digital-first world,” says Salem Hassan, CEO of Searchshop. “Our partnership with the MRAA reflects a shared vision to elevate the buying experience, simplify operations for dealers and drive smarter, more sustainable growth across the industry.”

Searchshop, based in Jacksonville, Fla., is dedicated to enhancing the marine buying experience by bringing greater transparency, convenience and confidence to boat shoppers and dealers alike. With a robust selection of new and pre-owned marine vessels, Searchshop empowers consumers to make informed decisions through tools that analyze pricing, provide reviews, and offer valuable market insights. Designed with both the buyer and seller in mind, the platform simplifies the search process and supports smarter, more efficient transactions across the marine industry.

With over two decades in outdoor recreation and a passion for helping dealers grow, Kim Whitaker, Searchshop’s dedicated Marine Account Manager will directly support MRAA members. “I’m here to connect you with the right customers, streamline operations and support your success,” she explains. “Searchshop offers powerful tools for lead generation and efficiency — I see incredible opportunities for the boating industry.”

“Searchshop’s commitment to helping marine retailers connect with today’s digital-first consumers makes them an invaluable addition to the MRAA community,” says Freya Olsen, MRAA Senior Director of Engagement. “As a Platinum Partner Member, they bring innovative tools and a fresh perspective that support our mission to help dealers thrive. We’re thrilled to welcome a partner who truly understands the evolving needs of our industry.”

About Searchshop
Founded with a mission to bring simplicity and trust to the marine marketplace, Searchshop has quickly become a go-to platform for buying and selling boats online. With a strategic focus on transparency and user experience, Searchshop offers a wide selection of new and pre-owned marine vessels, along with powerful tools to compare prices, read reviews, and track market trends. Built on a foundation of innovation, including a proprietary, patent-pending shopping tool, Searchshop streamlines the connection between buyers and sellers—reshaping the way marine consumers shop, and dealers engage with customers. For more information, email kwhitaker@searchshop.com 919-412-6325 or visit https://www.searchshop.com/.

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.

4 New Partner Members Join MRAA

MINNEAPOLIS, April 24, 2025 — The Marine Retailers Association of the Americas (MRAA) announces four new Partner Members: Compass Maritime Group, iPacket, Seabob and W&W Ventures.

4 New Partner Members join MRAA

MRAA Partner Members play a vital role in driving progress within the marine industry by demonstrating their commitment to its continued success. Their collaboration with MRAA’s initiatives allows them to contribute meaningfully to the association’s goals and vision. These partnerships help grow valuable resources, improve member experiences, and foster long-term benefits that uplift the entire marine business ecosystem.

  • Compass Maritime Group (Riva, Md.) is a trusted partner to the marine industry, delivering comprehensive Workforce Development solutions. With a focus on recruiting, onboarding, retention, and training, they help businesses build and sustain strong teams. Their services also extend to Business Development, offering strategic support in marketing, growth planning, and operational optimization—ensuring tailored solutions for every stage of a company’s development.
  • iPacket (Parkersburg, Va.) is a digital retailing tool that boosts transparency and efficiency for dealerships. It compiles key documents like build sheets, service records, and pricing into a shareable digital format. By integrating with dealer websites and CRMs, it builds trust and streamlines the sales process.
  • Seabob (Fort Lauderdale, Fla.) is the ultimate luxury water toy, designed for high-performance underwater and surface adventures. Engineered for speed, agility and ease of use, it offers a unique way to explore the ocean like never before. Whether cruising on the surface or diving below, SEABOB delivers an exhilarating experience with precision and style.
  • W & W Ventures (Jonesboro, Ar.) is the leading storage solution for floating mats, keeping them secure and out of the way. It frees up space on your boat, making room for more guests and greater comfort. Proudly made in the USA, it combines convenience with quality craftsmanship.

“We welcome Compass Maritime Group, iPacket, Seabob and W&W Ventures as MRAA Partner Members,” says Freya Olsen, MRAA Senior Director of Engagement. “Their support not only helps us enhance our educational offerings for dealers but also pushes forward industry projects that help marine retailers succeed and grow.”
Dealer members are encouraged to explore the list of companies that actively support the MRAA across four partnership levels. View the full list.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

A Letter from MRAA’s Board of Directors

Dear MRAA Industry Stakeholders,

Over the past year, we’ve heard from many of you about the challenges today’s marketplace presents for selling boats and running a profitable business. And while macroeconomic challenges like inflation, interest rates, consumer confidence and overall market uncertainty continue to slow us down, the escalating costs of Boats Group online marketplaces, as you have noted, have introduced even more barriers to success.

Your growing concerns and frustrations have been recognized, and we wanted to write to you today to let you know that the MRAA, your dealer association, has heard you — loud and clear — and we are continuing to take action.

Like you, the Marine Retailers Association of the Americas Board of Directors, which is made up of 17 individual boat dealership owners and operators, has been keenly aware of and, in many cases, personally impacted by these price increases. Our board members, along with MRAA staff, have engaged in numerous conversations with industry stakeholders related to this issue, and we have dedicated time in several board meetings to determining how MRAA could best play a role in supporting our fellow dealers.

As those questions and conversations continue, we want you to know how we arrived at the decisions we made related to both your concerns and MRAA’s business.

  1. In the spring of 2024, MRAA Chairman of the Board, Jeff Strong (owner of Strong’s Marine in New York) and MRAA President Matt Gruhn met several times directly with Boats Group to discuss the challenges our members are facing, including meetings directly with the company’s Chief Executive Officer and its since-departed Chief Revenue Officer. In these meetings, MRAA conveyed its members’ growing frustration with the price increases, the manner in which these increases were, at times, unexpectedly assessed on dealerships, and the lack of communication that accompanied the increasing fees. Boats Group acknowledged that poor communication on its part contributed to dealership frustration, but its leadership also made it clear that Boats Group believed the price increases to be fair and justified.
  2. Along the way, MRAA received numerous requests from industry stakeholders to “do something” about the price increases. In this regard, it’s important to understand a couple things. First, MRAA is a non-profit trade association and, as such, must operate under and adhere to anti-trust and anti-competition laws. Therefore, MRAA, like all other trade associations, is prohibited from discussions that seek to set prices or pricing policies of its members or their vendors and strictly refrains from discussions related to boycotts and the like. That being said, MRAA can and has advocated on behalf of its members, by speaking directly with Boats Group and relaying the concerns and frustrations of our members. Which brings us to the second thing we need to understand: Like you and your business, Boats Group is a privately held business working in a capitalistic economy and has the right to make whatever decisions it wants about its pricing structure and the business model it desires, within the confines of applicable law. While we may not like those rate increases, we, as dealers, also have the right to choose our own business model, including who we do business with. And we know that while some dealers have chosen to remain with Boats Group platforms, others have left or migrated to other platforms. Our job at MRAA is to help you find success, no matter which path you choose.
  3. Simultaneously, MRAA received numerous requests to create its own online marketplace. We took these requests very seriously, investigating numerous boat marketplace platforms and devoting board meeting time to the topic. We even considered a business model that called for MRAA to co-own its own marketplace. The board appointed an Online Boat Marketplace Committee, which brought together several of the marine industry’s leading marketing minds, to recommend a path forward. That committee met with several online listing providers; conducted a comprehensive study that captured dealership marketing insights, strategies, tactics and best practices; and built a list of all online marketplace platforms that exist in our market. In the end, the Committee and Board determined MRAA could not, on its own, effectively operate and sustain a platform that would meet the needs of its members, citing the organization’s lack of technical expertise, a lack of the financial investment it would take to drive enough consumer interest to an online platform and the expansive list of competing platforms that already exist.
  4. Instead, the MRAA Board and Committee agree that the best way that MRAA can support dealers is to focus on what MRAA does best – delivering a comprehensive educational program that helps dealers maximize the success of their digital marketing efforts, no matter what partners they choose or what initiatives they pursue. MRAA collaborated with the MRAA Educational Foundation to create and deliver content that will not only include timely and relevant webinars with marketing leaders but also a vast amount of content from our online learning management system, a report on the state of dealership marketing, our work with subject matter experts, a comprehensive list of online marketplace providers and more. The tools, tips, resources and lessons available through this curriculum will deliver dealers the confidence and the know-how to fuel their success with whatever business model they choose for their online presence. Watch for this to begin later this month and extend through the month of May.

You will see a column written by MRAA President Matt Gruhn in the forthcoming issue of Soundings Trade Only, explaining much of this, but we felt it was important that you heard this directly from us prior to reading about it in the magazine. At the MRAA, we exist to empower dealerships across our industry to create and achieve the success they desire and deserve. If there’s more we can do for you on this topic or others, please reach out to anyone on our board or on the MRAA team at any time.

Sincerely,

The MRAA Board of Directors:

  • Joe Lewis, Mount Dora Boating Center, Board Chair
  • Jeff Strong, Strong’s Marine, Immediate Past Chair
  • Craig Brosenne, Hagadone Marine Group, Vice Chair
  • Carly Poole, Buckeye Marine, Secretary/Treasurer
  • Craig LeBlanc, Allen Harbor Marine Service, Region 1 Director
  • Bob Petzold, Petzold’s Marine, Region 2 Director
  • Bryan Buckland, Chessie Marine Sales, Region 3 Director
  • Chris Butler, Butler Marine, Region 4 Director
  • Paul Berube, Boater’s Exchange, Region 5 Director
  • Chad Taylor, Taylor’s South Shore Marina, Region 6 Director
  • Jason Shallcross, Reed’s Marine, Region 7 Director
  • Eric Smith, Colorado Boat Center, Region 8 Director
  • Brandon Sharpe, Arrowhead Boat Sales, Region 9 Director
  • Bob Bense, Superior Boat Repair & Sales, Region 10 Director
  • Sean Horsfall, Len’s Cove Marina, Region 11 Director
  • Susan Duquette, Lakeview Marine, At Large Director
  • Wendy Ramsey, RBK Distribution, At Large Director

MRAA Invites Partners and Manufacturers to Host Dealer Meetings at Dealer Week 2025

The MRAA is excited to invite boat and engine manufacturers, as well as other industry Partners, to host their dealer meetings at Dealer Week 2025. This year’s conference and expo will take place from December 7–10, 2025, at the Tampa Convention Center in Tampa, Florida.


Dealer Week offers a unique opportunity to combine your dealer meetings with world-class education and extensive networking. Whether you’re planning a small gathering of 10 dealers or a large meeting of up to 300, the MRAA provides flexible options to accommodate your needs.

“Since 2021, manufacturers have been taking the opportunity to incorporate the world-class education and extensive networking that Dealer Week provides, into their dealer meetings,” said Mike Davin, MRAA vice president of industry relations. “These manufacturers have found value in bringing their dealers to Dealer Week to educate them on how to prepare their businesses for the coming year.”

Dealer Week 2025 will feature sessions on Leadership, Sales & Marketing, and Service & Parts. In 2024, MRAA earned a Net Promoter Score of 77.93 for Dealer Week, with dealership attendees rating the education an average of 4.68 out of 5.


Jeff Strong of Strong’s Marine shared after Dealer Week 2024, “The MRAA team puts on a world class level training for dealers. If you attend, and execute on what you learn, you’d be hard pressed to not add at least $100,000 to your annual bottom line.”


MRAA’s Education Team collaborates with subject matter experts and a dealer-led Education Committee to deliver the most relevant and impactful education each year. The full lineup for 2025 will be available later this summer. If you are interested in presenting education at Dealer Week 2025, please fill out our online application form.

Why Host Dealer Meetings at Dealer Week 2025?

Dealer Week offers the rare opportunity to combine your annual dealer meetings with an industry-leading conference experience. Instead of planning and executing a standalone event, manufacturers and Partners can integrate their meetings into a setting already designed for dealer engagement and education.

By hosting at Dealer Week, you gain access to:

  • A built-in audience of active, growth-minded dealers
  • A full lineup of workshops, breakout sessions, and networking events
  • Turnkey support from the MRAA team to coordinate logistics and space
  • A collaborative environment that inspires real conversations and learning

This means you can spend less time on event planning and more time strengthening relationships, aligning on business goals, and setting your dealer network up for success in the year ahead.

“Dealer Week offers the best opportunity for our manufacturer and supplier partners to invest in their dealer network,” said Liz Keener, MRAA Senior Director of Dealer Development. “Between the classes, the education and a soon-to-be-announced pre-conference workshop, manufacturers will see huge ROI in supporting their dealers’ success at Dealer Week.”


Though Dealer Week is still more than eight months away, meeting space will fill up, so committing early will secure the best options for co-hosting your event in Tampa.

To learn more about hosting your dealer meeting at Dealer Week 2025, visit our Dealer Week website or contact Liz Keener at lizk@mraa.com.

Introducing the New MRAATraining Platform

We’re excited to announce that MRAATraining is getting a major upgrade! In early May, 2025, we’re rolling out a brand-new Learning Management System designed to improve the learning experience for MRAA Members. With a fresh focus on training for boat dealers, the new platform is smarter, more social, and built for both desktop and mobile users.

The upgraded system includes features like discussion boards, progress tracking, course assignments, and customizable portals. Whether you’re an individual learner or managing a full team, you’ll find it easier to connect, collaborate, and grow.

This launch is the result of months of hard work by the MRAA Education Team, fueled by member feedback and hands-on user testing. The result? Smarter navigation, better content organization, and personalized learning tools that make accessing education simpler than ever. This project reflects MRAA’s ongoing dedication to listening, adapting, and delivering tools that meet the real-world needs of retailers in the marine industry.

Below, you’ll find a preview of the new features and benefits designed to elevate your team’s training experience.

Enhanced User Experience

The platform features a modern, intuitive design that makes learning easy. Users can navigate dashboards for assignments, events, notifications, and progress tracking with ease. The refreshed course catalog offers engaging, relevant content. Plus, improved tools and clear tracking help both learners and admins stay focused and on track.

Collaboration Redefined

Advanced admin tools give dealers more control. You can assign courses, track progress, host conferences, manage calendars, create discussion groups, and send direct messages – all from one place. This helps dealerships stay connected and keeps training organized.

Flexible Training for Boat Dealers

Learn on your terms. Access your training from a browser or the Talent LMS mobile app. Whether your role is a learner or an admin, your courses and learning metrics are available in one convenient location.

Gamification Features

With features like discussion boards, training calendars, and a built-in point system, learning becomes more interactive and rewarding. Earn badges, track your progress, and even challenge your teammates on the leaderboard.

Customizable Portals

Dealers and manufacturers can now upgrade to custom, white-labeled portals. These bring together internal content and MRAA’s expert courses into one seamless training platform.

Large dealer groups and industry partners can purchase self-managed or premium portals to deliver targeted training to their teams or distribute select MRAA courses across their organization. This flexibility empowers companies to provide consistent, branded training experiences that align with their unique needs and goals.

Dealer using MRAATraining platform for boat dealership onboarding.

Whether you’re looking to advance your own career or support your team’s professional growth, the redesigned MRAATraining platform makes it easy to access the tools you need. This powerful online education hub offers a wide range of marine dealership training courses, all tailored to your MRAA membership level.

From onboarding entry-level employees to developing senior leadership, MRAATraining delivers personalized learning opportunities for every stage of your dealership’s success.

Not a member yet? Now’s the perfect time to join MRAA and get access to this powerful new training experience!

Beneficial Ownership Reporting Requirements Removed

• Marine Retailers Exempt from Burdensome Regulations

WASHINGTON, April 1, 2025 – The Marine Retailers Association of the America (MRAA) announced today that on March 21, 2025 the Financial Crimes Enforcement Network (FinCEN) issued an interim final rule which removes the requirement for U.S. companies and U.S. persons to report beneficial ownership information (BOI) to FinCEN under the Corporate Transparency Act. While the interim final rule provides relief for MRAA members and small businesses, the MRAA Government Relations Team will pursue a durable and lasting solution to ensure that this relief is not temporary.

Beneficial Ownership Reporting Requirements Removed -Corporate Transparency Act Update
Updates & Comments

The interim final rule put forth by FinCEN is a welcome update in the long saga of  CTA implementation and enforcement, which has been marred by court ordered stays and various legal decisions. In our last update, on March 3, we highlighted that previously, FinCEN had extended the BOI reporting deadline to March 21, and announced that no enforcement actions would be taken until an interim final rule became effective. The March 21 interim final rule removes the BOI reporting requirements, providing major relief for MRAA members and small businesses. The U.S. Treasury Department is currently taking public comment on the interim rule and the MRAA will join other trade associations in submitting comments to support the interim rule’s relief for small businesses.

“We are very pleased to see that FinCEN’s interim final rule exempted U.S. businesses and persons from reporting BOI under the CTA,” said Mike Sayre, MRAA Government Relations Manager. “The MRAA has been working tirelessly to educate members of Congress and the administration bout the negative impacts this would have on our members, and we feel the interim final rule reflects lawmakers hearing our concerns and providing relief for U.S. small businesses.”

The MRAA, as part of the Main Street business community coalition, joined over 100 trade associations on a letter to Secretary of Treasure, Scott Bessent, applauding the interim rule and noting our support for the relief to small businesses. To read the letter, click here. Despite the interim final rule removing the BOI reporting requirement, additional action is needed to ensure a durable and lasting solution that is not subject to reversal, and possible expansion, from a different administration. To ensure that this relief for marine retailers remains, the MRAA will continue to work with its champions on Capitol Hill to repeal the CTA by passing the Repealing Big Brother Overreach Act (H.R. 425/S. 100).

“While we are glad to see that the interim final rule provides immediate relief for marine retailers and small businesses, our work here is not done,” said Chad Tokowicz, MRAA Government Relations Manager. “The MRAA will continue to monitor activity in the courts and spend time on Capitol Hill to garner support for the Repealing Big Brother Overreach Act, which would effectively overturn the CTA. We are dedicated to finding a long-term solution for our members to ensure that BOI reporting is never a burden for marine retailers. The MRAA Government Relations Team has your back and is fighting to ensure that you can continue to run your businesses without onerous regulations and requirements put on you from the federal government.”

For now, marine retailers can disregard the CTA, BOI reporting and the associated penalties, allowing them to focus on getting ready for spring commissioning and helping customers make lasting memories on the water.

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.

Shoot. Pass. Dribble.

I remember hearing about the triple threat when I was youngster learning basketball. For those unfamiliar with the term, it’s simply a position you should be in when you have the ball. You should be in an athletic position that lets you shoot, pass or dribble. Ideally, you want to read the defense and keep them guessing, wondering which of these three things — Shoot. Pass. Dribble. — you will do. Elite players can do them all effectively and efficiently.

Recently, I was reminded of this position off the basketball court. As an MRAA employee, being in an active position for success is crucial when we engage our dealer and partner members. It’s like applying the “triple threat” mindset beyond the basketball court.

I recently engaged in three very different, but equally valuable, interactions — reconnecting with a dealer, attending a partner press event and meeting with a MRAA Education Champion. Each moment reinforced how critical it is to stay engaged, listen and support our network. Just like in basketball, versatility and teamwork lead to progress.

Shoot

A few weeks back, I rang a dealer as part of a call campaign. The phone meeting was supposed to last around 30 minutes, but it went twice as long. While that may not be a great thing for either person’s busy schedule, especially on a Saturday morning, in this instance, the duration of the call was reinvigorating.

I reconnected with Jake Evans at Inland Boat Company, who’s membership had expired. We talked boating, from lifestyle to HR to marketing and more. He shared his wins, struggles and outlook for the future — for his business and the marine industry at large. For me, this was Jake and I passing the ball back and forth as we reconnected and had a meaningful conversation. In the end, once I hung up, my adrenaline flowed and I felt as though I nailed a game-winning shot. That’s because not only did Jake renew his membership, but also we left the door open for future conversations. Revisit this MRAA case study we did with Jake.

A recent trip to North Dakota gave us a chance to see the Vantage Resource Group headquarters and dedicated faces behind the brand. Our meeting also discussed opportunities to help boat dealers find more ways to succeed and boost customer experience.
Pass

I recently hit the road in my reliable Toyota Tundra for Fargo, N.D. There, I spent time with Ross Solwold and his dedicated team at Vantage Resource Group, Inc. , one of the MRAA’s Education Champions. We enjoyed lunch, I toured the shop and discussed the current boating industry. This was all before our 1 p.m. meeting to introduce the MRAA, our mission and how Vantage, as a key education partner, could help contribute to dealer training, education and growth. This meeting required equal amounts of dribbling, passing and some future shot-taking. With their passion and talents, the shot(s) the Vantage team will take are sure to touch nothing but the bottom of the net.

Dribble

Last week, I was invited to a marine industry press event. Rushton Gregory Communications hosted it for Radian IoT (MRAA Standard Partner) and Northpoint Commercial Finance (MRAA Strategic Partner). This one felt more like I was a bench player watching the starting five execute play after play … passing, shooting, dribbling and scoring!

They achieved their objective of introducing the MRAA (me), trade media and others to an innovative pilot program to support marine supply chain management. It was a well-run event featuring crisp passes to several industry experts, who offered firsthand testimonials of how the new technology would benefit them. It gave me a better understanding of the businesses participating and the value of the product being showcased. Networking was an additional benefit. It seemed like the ball had been passed to me to dribble out the clock. Read that news here.

Alley-oop

I share this basketball analogy because, well, the NCAA Final Four is set (so it’s super timely), but also because these three interactions with our members rewarded me with conversation, camaraderie, insights and more industry knowledge. None of these conversations were really about selling. Instead, they were about human connection and helping boaters. It also left me hungry for future conversations with fellow recreational boating colleagues and continuing the MRAA mission.

  • Dealers: Have a best practice that has helped your dealership and team win or stand out? Share it with me, so we can give you the credit AND help your peers and our industry overcome! I want to help you get a good shot and celebrate your success with others.
  • Partners: MRAA Platinum Partner Members and above, you have the marine industry and insights and help dealers every day. Let’s pass each other the ball until we find our open shot. That’s how we build education (blogs, vlogs, infographics and more) together that dealers can use to improve their game.

Call me (763-402-7230) or

Email Jerrod Kelley