As you and your team are evaluating what you’ll need to do to adapt to a changing market in the second half of 2022, it’s important to keep in mind the new and revised regulations that apply to your marine business.
For example, if you operate dealerships in the U.S., you’ll need a plan in place to satisfy the Federal Trade Commission’s updated Safeguards Rule, which goes into effect this December.
The revised rule safeguards the consumer data your dealership collects and stores. Learn more about the revisions on this dedicated page of FTC website: www.FTCgov/business-guidance.
MRAA Education Champion 700Credit is one of several companies providing services to help dealers prepare for compliance with the amended regulation.
Whether you plan to satisfy the new requirements yourself or partner with a company that offers these services — if this is the first time you’re learning of the changes to this regulation — consider downloading the two-page resource [HERE] 700Credit has created for marine dealers. It provides an overview of what the rule may mean to your dealership.
MINNEAPOLIS — The Marine Retailers Association of the Americas announced today the addition of three new Partner Members to its growing list of supporting organizations, that make it possible for MRAA to deliver education, resources and tools to its dealer members.
By joining MRAA as Partner Members, marine manufacturers, suppliers and service providers show commitment to the success of the North American dealer body, and in turn, MRAA has greater ability to expand its offerings and make a greater impact on dealer success.
MRAA’s three new Partner Members offer an array of products and services that help dealers generate more revenue for their business. From audio accessories to marketing solutions and technology support, these three Partners are the most recent to commit to supporting MRAA’s mission:
“With every new Partner Member, the MRAA is better equipped to fulfill its mission of serving dealers,” says Allison Gruhn, Vice President of Business Development. “Each of these new Partners value the strength of our industry’s retail network, and we’re proud to welcome them to the MRAA family.”
Visit https://mraa.com/page/mraapartners to view the entire list of companies who actively support the MRAA across four levels of partnership.
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.
BRISTOL, IN, Tuesday, July 19 — Barletta Pontoon Boats, a subsidiary of Winnebago Industries and an innovative builder of high-quality marine products, is pleased to announce that groundbreaking will occur later this summer on a new 184,000 square foot production facility located on their existing 37-acre campus in Bristol. Barletta’s total footprint will expand to over 425,000 square feet or almost three times the size of its original facility in 2017. The expansion is planned to be available for production in the spring of 2023 and is expected to create more than 200 new jobs.
Founded in 2017 with a focus on innovative products, unrivaled customer experience, and strong dealer relationships, Barletta continues to grow market share and is challenging for a top five share position in the United States in 2022. Barletta was acquired by Winnebago Industries, Inc., in August 2021, joining other RV and marine companies including Winnebago, Grand Design RV, Chris-Craft, and Newmar, as part of the Winnebago Industries family of premium outdoor brands.
“We established Barletta with the goal to redefine the pontoon segment with boats of unrivaled craftsmanship for boaters throughout North America. We have delivered on that objective in partnership with our dealers. This expansion exemplifies the continued progress we have achieved with the commitment and dedication of our team, and the support of Winnebago Industries,” said Bill Fenech, President & Founder of Barletta Pontoon Boats. “Today and into the future, we will continue striving to deliver boats with unsurpassed quality.”
The current Barletta campus includes the original Plant 1 manufacturing facility which houses welding, fabrication, decking operations, and space dedicated to warehousing and offices. Plant 2 was completed in 2021 and houses assembly operations for the Company’s Lusso, Corsa, and Cabrio pontoon boat lines. Both manufacturing facilities are currently nearing capacity, and this expansion adds future flexibility.
“This expansion is the next step in our continued evolution,” stated Jeff Haradine, Vice President of Sales at Barletta Pontoon Boats. “The Barletta brand continues to experience tremendous momentum in the market, and our expanded facility will allow us to continue to meet strong consumer demand. As we approach our five-year anniversary, we are proud of our progress, and we look forward to continuing to set the bar for outdoor experiences on the water for many more customers in the future.”
An official ground-breaking ceremony will take place in late summer/early fall of 2022.
About Barletta Pontoon Boats Barletta Pontoon Boats is a premium marine manufacturer founded in 2017 with a focus on high-quality, innovative products, unrivaled customer experience and strong dealer relationships. Headquartered in Bristol, IN, Barletta is the fastest-growing company in the pontoon segment with an expansive network of dealer partners across the United States and Canada. The Barletta lineup includes the Lusso, Corsa, and Cabrio series. Visit www.barlettapontoonboats.com for more information. Barletta Pontoon Boats is a wholly owned subsidiary of Winnebago Industries (NYSE: WGO), a manufacturer of premium outdoor lifestyle products. For more information visit www.winnebagoind.com.
Three-day event in Austin, Texas, promises to deliver dealers solutions and opportunities for the year ahead
MINNEAPOLIS, July 14, 2022 — As marine dealership teams navigate continual disruption in the market place, switching from an environment where boat pre-orders were stacking up to one where inflation, interest rates and fuel prices are causing boat sales to slow, it’s critical that dealership leaders re-establish a strong foundation for their business to find success in the uncertainty ahead. To help dealerships formulate these plans, the Marine Retailers Association of the Americas announced today that dealer registration for the 2022 MRAA Dealer Week Conference & Expo, to be held Dec. 5-8 in Austin, Texas, is now open.
Under the theme of Discipline Amidst Disruption, Dealer Week 2022 will offer dealers access to the latest training and educational programs, an expansive expo hall featuring the industry’s leading manufacturers and suppliers, and connectivity and networking where they can learn directly from other dealers.
“There’s no doubt that the economy is shifting back to put the power in the hands of today’s consumers. With more objections and obstacles to overcome, closing business and generating profits is becoming more challenging in almost every department of the dealership,” explains Liz Walz, MRAA’s Vice President of Education. “With that in mind, it’s critically important that dealership leaders get ahead of the curve and evolve the operations of their businesses for a changing market place. Dealer Week 2022 and its educational programs have been designed to help them do just that.”
Dealer Week features more than 20 educational sessions that will showcase the latest trends, strategies and best practices that dealerships should be aware of to prepare themselves for 2023. Organized into three pathways — Leadership, Sales & Marketing and Service & Parts — the training sessions will provide dealers expert advice as well as critical tools to help them walk away with significant value they are prepared to implement when they return.
The 2022 Dealer Week educational line-up focuses its efforts on helping dealerships discover the discipline they’ll need to find success in a disruptive, uncertain market. It will help dealership teams reinforce and update the fundamentals of their sales processes, strengthen their service departments and reduce their Repair Event Cycle Times. They’ll leave knowing how to lead and manage their businesses to success no matter what the marine market throws at them.
Throughout the event’s programming, the Dealer Week Expo Hall will feature more than 100 exhibitors displaying boats, engines, software solutions, financing and insurance options in addition to many other types of products and services from industry-leading suppliers. Several networking events will provide for easy connections throughout the event, including cocktail receptions, luncheons, and the MRAA 50th Anniversary Industry Celebration.
“Dealer Week is the boating industry’s only event focused on dealer success,” Walz says. “It is the one-stop program to learn, connect and grow your dealership to new heights. Our proven approach to delivering this education has helped dealers through the downturn of the Great Recession, through the growth cycle of the 2010s, and through the severe ups and downs of the Covid pandemic. We are well-prepared to provide the guidance to help dealers through what’s next. Dealer Week 2022 is where it all comes to life.”
Dealer Week 2022 opens with a networking reception the evening of Monday, Dec. 5, followed by a keynote and a robust line-up of educational sessions Dec. 6-8.
Dealer Week registration is now open and the MRAA is excited to see you this December! With registration opening, you can save up to $900 if you are a member and register in the month of July! The earliest-bird gets the worm. See your options for registration.
About Dealer Week For 50 years, the Marine Retailers Association of the Americas has delivered world-class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week exists to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.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.
Discover Boating, powered by the National Marine Manufacturers Association (NMMA) and the Marine Retailers Association of the Americas (MRAA), announced today the launch of a new interactive tool to connect boat-buying consumers directly with nearby dealers. The new Dealer Finder on DiscoverBoating.com is a convenient tool to help site visitors search for—and connect with—nearly 3,600 new boat dealers across the country.
Guided by learnings from recent customer experience research conducted by Jerry Mona with Left Brain Marketing on behalf of NMMA, MRAA and the Recreational Boating and Fishing Foundation, the new tool features easy search and mapping functionality to quickly locate local dealers through zip code or city search, as well as a one-touch option to visit a dealer’s website or call the dealer directly.
“Recent research showed first-time boat buyers are experiencing some difficulty and frustration when trying to easily connect with dealers and their inventory, underscoring the importance of providing a convenient and enjoyable consumer experience as we invite people into boating,” said Ellen Bradley, chief brand officer for NMMA. “DiscoverBoating.com and the new Dealer Finder are an entry point for millions of boaters, and the more paths we offer to easily connect consumers with manufacturers, dealers, boat shows and other points of sale, the more they feel welcomed and the more positive experience they’ll have—all of which is part of Discover Boating’s long-term strategic digital transformation.”
“At Discover Boating, our role is to attract consumers to boating and to connect them with boat buying opportunities without hurdles and obstacles, and as seamlessly as possible,” says Matt Gruhn, MRAA President. “Years in the making, this new Dealer Finder tool directly connects consumers to dealers. It gives them immediate access to the dealers and their product lines in their local communities, helping to improve the customer experience right from their very first click.”
The Dealer Finder tool is powered by the dealer database at the MRAA, which has been compiled and is refined on a daily basis by the MRAA team. The database includes every dealership brick-and-mortar location throughout the United States that MRAA has been able to verify. Dealers looking to update their listing or be added to the Find a Boat Dealer locator tool, can simply fill out this form and MRAA will reach out to help make changes.
Additionally, Marine Industry Certified Dealership (MICD) locations are highlighted and promoted through the Dealer Finder. Founded as a part of Discover Boating and offering dealerships the industry’s only template for running and improving a world-class dealership, the MICD Program criteria helps to ensure Certified Dealerships are delivering an exceptional customer experience and those businesses are therefore highlighted to call attention to their efforts.
For more information on the Dealer Finder on DiscoverBoating.com, please contact Freya Olsen, NMMA’s director of industry relations at folsen@nmma.org, or Liz Keener, MRAA’s certification manager at lizk@mraa.com.
• New Findings Highlight Benefits of Outdoor Recreation Careers, Growth Potential
WASHINGTON, D.C., July 13 — A new report on the Outdoor Recreation Workforce, produced by the Outdoor Recreation Roundtable (ORR) and the Oregon State University Center for the Outdoor Recreation Economy (OSU CORE) highlights excellent jobs in the outdoor recreation workforce and underscores the important role workforce plays in supporting the overall outdoor recreation economy.
“The backbone of this thriving sector is a growing workforce that meets the dynamic needs of today’s fast-paced industry,” said Jessica Turner, Outdoor Recreation Roundtable President. “Right now, there are so many high-quality jobs that exist across the outdoor recreation industry for professionals with a variety of skillsets that provide outstanding lifelong careers.”
As folks continue explore the great outdoors to boat, fish, hunt, hike and recreate, the stress on the outdoor recreation workforce magnifies, with many sectors experiencing severe workforce shortages. For example, a 2019 survey of MRAA members found that there was a surplus of 31,000 job openings at the marine dealerships alone. A combination of an aging workforce, lack of established career pipelines and lack of awareness of the great jobs available in the outdoor industry have generated these unfilled roles.
The report, which MRAA Director of Workforce and Foundation Development, Wendy Mackie, contributed to, takes a deep dive into the career opportunities in the $689 billion outdoor recreation sector. It elucidates how these jobs can provide an outstanding quality of life, upward mobility and connect workers to the outdoors.
“It was an honor to work with the ORR, OSU CORE and others in the Outdoor Recreation Industry on this
report” said Wendy Mackie, MRAA Director of Workforce and Foundation Development. “The release of this report is very timely, as we are laser focused on improving and bolstering the workforce in the recreational boating industry. Thanks to the work and focus of ORR, the boating industry at large is now well positioned to showcase our economic impact and garner further support on our workforce development efforts.”
Outdoor Recreation Workforce Report Highlights • Deep and Diverse Jobs: The report illustrates the breadth, depth, and diversity of the outdoor recreation industry workforce, which totals over 4.3 million good jobs that help develop economies, increase rural prosperity, improve public health outcomes and quality of life, and promote environmental stewardship and conservation. The report organizes outdoor jobs into three categories: “Technical Specialists,” “Participant-Facing,” and “Integrators” to help the public understand the types of career paths for people with and without higher academic degrees. • High-Quality Career Opportunities: The report also seeks to clear up misconceptions among the public and policymakers about the types and diversity of jobs in the outdoor recreation economy.
As a newly organized sector — including well over 110,000 small, medium and Fortune 500 businesses across America — many professional and technical careers in the outdoors are unseen or unknown by the public. Most participants in outdoor recreation activities only interact with consumer-facing employees, including retail and hospitality staff members, guides and outfitters, parking and campground attendants, and concessionaires who sell food, beverages, supplies and souvenirs at recreation hot-spots. While these important jobs certainly make up a segment of jobs in the outdoor recreation economy, there are also millions of professional and technical, full-time positions across the sector that are lesser known and provide competitive wages and meaningful careers. Today’s report helps illustrate the breadth of these roles.
• Outdoor Recreation is a Growth Industry: Multiple factors have converged to drive the significant growth in the outdoor recreation industry in recent years, with the corresponding increase in the number of jobs throughout the country, including in rural areas which are transitional from extractive and other industries and focusing more on recreation.
Finally, ORR also debuted a new Career Path module to help meet real people in the outdoor recreation industry. This digital resource features professionals across the outdoor recreation industry telling their stories about: • How they arrived in their current roles. • What they appreciate about their work/life balance. • The advice they have for prospective workers who want to emulate their journey.
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.
If you are like most companies in the boating industry, you are currently understaffed and busier than you have been in the last 15 years. Though there are longer term solutions in the making, addressing the shortage of skilled workers right now can feel like an impossible challenge.
We have all heard the saying, “Do more with less.” It certainly feels easier said than done. As an industry freshman at the time, I learned the saying’s true meaning during the “Great Recession” of 2008. I watched it happen across the marine industry. Amid the massive layoffs, our industry’s employment footprint shrank drastically.
At the time, my office was located at a bustling boatyard that was on a growth trajectory. I watched how the once robust yard crew resized to a bare minimum as the recession took hold. The owner, a successful entrepreneur in his mid-thirties, said to me, “When a recession hits, smart businesses cut deeper than appears necessary to ensure there are enough resources to keep the remaining team retained and strong through the downturn.”
Only one month before the stock market crashed that year, the organization I worked with was awarded a $450,000 grant from the state to recruit, train and place 150 new workers into the boating industry. It was obvious that the industry did not need an influx of new workers. Employers needed resources to retain the workers they still had and keep the doors of their businesses open.
So, through a series of conversations with industry businesses, a plan was devised to redirect the grant funding to cross training and upskilling the workforce that remained employed, also known as incumbent workers, rather than engaging and training new workers. That allowed employers to increase the capacity of their existing workforce … to do more with less.
That investment in the existing workforce proved to have more benefits than anticipated and more lessons — ones that we can apply in today’s market. Here are some of the outcomes:
Offset payroll expenses — Because many of the businesses used members of their own staff to provide cross-training, the grant funding inadvertently offset the costs associated with the trainer’s weekly paycheck. With our current industry’s Baby Boomer population, your most experienced workers can also be your best trainers.
Strengthen team dynamic — Teams that work hard together to achieve a goal will naturally form a bond. The staff that “made the cut” or remained employed, gained respect for one another and learned how to function together. Each individual became a trainer in their area of expertise and a student in other areas.
Build employee allegiance — With the employer’s choice to invest in the team, the employees felt valued and safe in their jobs. This translated into a commitment to the job and the business. It created a brand-loyalty and pride-in-product among employees. It also increased employee productivity and retention for many years to come.
Poise for growth — As the industry came out of that recession, the companies who utilized the grant’s training funds were higher functioning, highly skilled and ready for the industry’s regrowth.
It’s challenging to have to cut your resources. However, if embraced, it can lead to innovation. It was Winston Churchill who said, “Never let a good crisis go to waste.” Whether we are headed for a recession or are chronically understaffed or some combination of both, there is opportunity, a silver lining to be found.
The benefits of training existing staff were unequivocally proven during the Great Recession. The success stories created during that time have been used to secure ongoing incumbent worker training funds, and they showcase the boating industry’s ability to successfully train on the job, to invest in its workforce, and to promote from within.
If you are interested in learning more about funds to train your employees in your area, reach out to your local Workforce Investment Board (WIB) to inquire. You can find your local WIB here. Questions about workforce development can also be directed to Wendy@mraa.com
• New Member Perk for Marine Dealers in MRAA Certified Pre-Owned Boat Program
MINNEAPOLIS, JULY 11 — The Marine Retailers Association of the Americas announced today that all dealer participants in the MRAA Certified Pre-Owned Boat Program can now offer buyers complete Peace of Mind on the Water™ by including Sea Tow membership with every purchase. “Sea Tow provides complete Peace of Mind on the Water, a benefit that adds another a layer of trust for both the dealership and customer. It’s critical to nurture the customer after a boat sale by supporting their needs, and this new benefit does just that!” says Jason Walz, MRAA Director of Programs. “The Certified Pre-Owned Boat Program helps participating dealers find, evaluate, market and sell quality pre-owned units, while also giving customers the validation they seek when making a purchasing decision of this stature.”
Once a dealership is enrolled in the MRAA Certified Pre-Owned Boat Program and decides to apply a boat for CPO status, it must meet all these requirements: 1. Boat eligibility: Less than 10 years of age and previously Certified by the National Marine Manufacturer Association (NMMA). 2. Clean inspection, 3. Clean Boat History Report 4. Clean Engine and fluid analysis from Titan Certified
Upon completion of all four MRAA Certified Pre-Owned Boat Program prerequisites, the MRAA Certified Pre-Owned dealer participants may purchase Sea Tow membership at a wholesale rate. The dealer can then enhance the boat buying process and new ownership experience by including 1-year of Sea Tow Gold Card membership as part of the CPO boat package.
“Including Sea Tow membership with their purchase is ideal for pre-owned boat buyers, many of whom are new to the boating industry and who see the value of 24/7 priority on-water assistance,” says Kristen Frohnhoefer, President of Sea Tow Services International. “Sea Tow’s alignment with the MRAA and the CPO Program makes sense because not only does it enhance the customer experience, but it also benefits the dealer as an extension of their team in the form of customer support.”
Since 1983, Sea Tow has been the authority in on-water assistance nationwide. Members receive priority service and a connection to Coast Guard-licensed captains 24/7/365, and services include: boat towing, fuel deliveries, jump starts, disentanglements, navigational assistance and more. More than just peace of mind on the water, Sea Tow members also receive exclusive deals through the Sea Tow Savings Club. Discounts can include fuel savings, deals on marine-related gear and money-off on dockage at participating marinas and retailers.
About MRAA Certified Pre-Owned Boat Program The MRAA Certified Pre-Owned Boat Program is owned and operated by MRAA Dealer Solutions, LLC, a subsidiary of the Marine Retailers Association of the Americas. Through a licensing agreement, the Marine Retailers Association of the Americas provides MRAA Dealer Solutions and the MRAA Certified Pre-Owned Boat Program with marketing and staffing support.
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.
About Sea Tow Services International, Inc. Sea Tow Services International Inc., better known as Sea Tow®, has been the premier leader of on-water assistance since 1983. Servicing the United States, Puerto Rico and the U.S. Virgin Islands, members are provided with a 24/7 connection to Coast Guard-licensed captains. The pioneering concept, founded by Captain Joseph Frohnhoefer, was established in Southold, NY when the United States Coast Guard ceased response to non-emergency assistance calls.
In addition to on-water assistance, the franchise network handles salvage and recovery missions, and responds to natural disasters, environmental hazards, and oil spill cleanups. Visit seatow.com to learn more.
SOUTHOLD, NY, JULY 8 — The Sea Tow Foundation, in cooperation with its Boating Safety Advisory Council, announced the official call for entries for the “2022 National Boating Industry Safety Awards.”
“The Sea Tow Foundation is excited to enter its fourth year hosting the National Boating Industry Safety Awards and to present this year’s awards just prior to the start of IBEX 2022 in Tampa, Fla. With a streamlined application process, we’re looking forward to learning more about the many ways companies throughout the marine industry have been promoting responsible boating,” said Gail R. Kulp, Executive Director of the Sea Tow Foundation.
The awards recognize efforts to promote safety on the water within the for-profit sector of the boating industry in the following categories: • Marine Manufacturer • Gear/Equipment Manufacturer • Marine Media Firms or Companies • Public Relations, Advertising, or Marketing Effort • Small Marine Retailer/Dealership (up to 3 locations) • Large Marine Retailer/Dealership (4 or more locations)
“I encourage all who have spearheaded boating safety initiatives to take the time to apply as the industry and consumers deserve to see your hard work and dedication to keeping us all safe on the water,” said Chad Tokowicz, Government Relations Manager at the Marine Retailers Association of the Americas. “This is also an important opportunity to highlight the various ways boating safety initiatives take place and can inspire future initiatives while highlighting best practices that resonate throughout the boating community.”
More Information: • No cost to enter • Deadline to enter is Saturday, July 23 • Participants may submit multiple applications for different efforts. • The application process has been simplified this year to make it quick and easy to enter. • Awards will be presented Monday, September 26, at the Soundings Trade Only Most Innovative Company Awards event.
The Sea Tow Foundation is eager to see the creativity across the boating industry as the 2022 contest will recognize a wide range of efforts honoring boating industry companies including those in the manufacturing, media, retailer, marketing and advertising realms. View a list of winners from previous years to see examples of the types of campaigns that could be considered for entry. ABOUT SEA TOW FOUNDATION The Sea Tow Foundation – a 501(c)(3) nonprofit organization – was started in 2007 by Captain Joe Frohnhoefer, founder of Sea Tow Services International, after he witnessed too many preventable accidents and fatalities on the water. Through its flagship programs which include the Life Jacket Loaner Program, Sober Skipper Campaign, and the National Boating Industry Safety Awards, the Sea Tow Foundation strives towards its vision of a world where boaters are safe and responsible. To learn more, visit boatingsafety.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.
TechForce Foundation Details Solutions to Address Transportation Industry’s Technician Problem
June 29, 2022 – SCOTTSDALE, AZ – TechForce Foundation®, the only nonprofit 501(c)(3) committed exclusively to career exploration and workforce development for technician professionals across all transportation industry sectors, today released a critical new whitepaper addressing the role that women techs can play in solving the ongoing technician workforce shortage. Women Techs: Solving the Tech Shortage Problemgoes into detail on how the automotive, aviation, diesel, collision, motorsports and other transportation industry sectors can recruit and retain women technicians and offer professional growth opportunities throughout every phase of their careers. TechForce Foundation interviewed women technicians across multiple sectors from the United States, Canada, Australia, and the UK. The interview group spanned every career stage, ranging in age from 19 years old to 60.
“Women make up more than half the population but account for less than 3% of the technician workforce,” said Jennifer Maher, CEO of TechForce Foundation. “The women techs we spoke to are thriving, and with demand for qualified technicians across the service and maintenance sector greatly outpacing supply, there is a huge opportunity for the industry to recruit women into these important ‘new collar,’ STEM careers.”
“Today’s technician role has transformed to meet the increasing complexity and advancements in automotive technology and with that the need for qualified and diverse talent is great,” said John Roth, GM global vice president, Customer Care and Aftersales. “At GM, we are committed to being the most inclusive company in the world. We invest everyday in a culture that allows everyone to bring their whole self to work which includes steps to support and attract more women to consider the skilled trades as an attractive career option.”
In addition to collecting and sharing the real-world experience and insights of women techs today, TechForce articulates key steps that employers can take to enhance their ongoing recruitment, retention, and growth strategies.
“It’s clear that women seeking technician careers will play a vital part in the service and maintenance industry, where the need for talent at all levels is enormous,” said Dana Rapoport, TechForce’s Chief Consultant, DE&I. “We hope employers take full advantage of this opportunity, and implement the findings in this whitepaper to welcome this growing pool of diverse, skilled workers eager to contribute to the technician workforce.”
About TechForce Foundation TechForce Foundation is a nonprofit, 501(c)(3) with the mission to champion all students to and through their education and into careers as professional technicians. TechForce powers the technician workforce by awarding more than $1.5 million in scholarships and grants annually to financially-disadvantaged students; changes perceptions towards this evolving, ‘new collar’ STEM career; and provides local career exploration and workforce development programming. TechForce’s online, social network of students, working technicians, instructors, employers, industry professionals and enthusiasts committed to championing the technician workforce is the conduit through which the charity delivers its free resources, programs and career hub for the benefit of aspiring technicians. For more information, visit techforce.org. Follow us on TikTok, Facebook, Instagram, Twitter and Linkedin.
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Founded in 2017 with a focus on innovative products, unrivaled customer experience, and strong dealer relationships, Barletta continues to grow market share and is challenging for a top five share position in the United States in 2022. Barletta was acquired by Winnebago Industries, Inc., in August 2021, joining other RV and marine companies including Winnebago, Grand Design RV, Chris-Craft, and Newmar, as part of the Winnebago Industries family of premium outdoor brands.
