• Marine Marketing & Dealer Engagement to Accelerate at Dealer Week 2025
TAMPA, FL — The Marine Marketers of America (MMA) and the Marine Retailers Association of the Americas (MRAA) are teaming up through a new collaborative alliance. This cooperation leverages MMA’s unique role as the exclusive industry association for marine marketers — providing peer-to-peer networking, professional development, and recognition through the Neptune Awards — to strengthen MRAA’s mission to help marine dealers grow, succeed, and adapt in a rapidly evolving marketplace. Meanwhile, MRAA brings deep dealer relationships, advocacy and market insight, as well as robust educational infrastructure and resources to this cooperative agreement.
MMA and MRAA’s collaborative marketing alliance will kick off at the annual Dealer Week Conference and Expo in early December at the Tampa Convention Center in Florida.
The marketing collaboration officially launches at Dealer Week 2025. The marine industry’s premier education and networking event is Dec. 7–10 at the Tampa Convention Center in Tampa, Florida.
As part of the agreement, MMA will host the “Marketing Connection Corner” at Dealer Week, offering a forum where members, experts, and dealers can exchange actionable marketing insights, trends, and make new connections. Moreover, the MMA will also launch a new “Dealer Marketing” Neptune Award category, exclusive to dealers, that will recognize outstanding marketing practices. Furthermore, the winner will be honored at the 2026 Discover Boating Miami International Boat Show (DBMIBS).
“This strategic agreement brings together two organizations with a shared vision,” said Alisdair Martin, President of Marine Marketers of America. “By pooling our strengths — MMA’s marketing expertise and MRAA’s dealer relationships and educational platform — this alliance will enable both organizations to deepen member value, broaden reach, and support a more digitally savvy, growth-oriented retail network for boating.”
Alisdair Martin, President of Marine Marketers of America
“This marketing initiative and alignment with the MMA benefits marine retailers in an era where engaging customers and future boaters is vitally important for the future of their business and the recreational boating industry as a whole,” said Matt Gruhn, President at MRAA. “Creating a unified approach with the MMA not only allows us to deliver more marketing resources to our members, but also highlight those dealerships at the forefront of marketing.”
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About Marine Marketers of America The Marine Marketers of America (MMA) is dedicated to raising the bar for marketing excellence in the recreational marine industry. Our mission is to build community, champion excellence and drive continuous professional development of our members. Join MMA today.
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.
In its submission, the MRAA urged DEEP to ensure that the study is conducted in a comprehensive, balanced and data-driven manner, fully considering the economic, recreational and community contributions of the recreational boating industry. To read MRAA’s comments, click here.
Supporting a Balanced and Informed Approach
Connecticut’s recreational marine industry is a vital economic driver, contributing $3.6 billion annually and supporting more than 13,000 jobs across more than 600 local businesses. The state’s marine retailers, marinas, service facilities and accessory providers rely heavily on a diverse and thriving boating community. Wake boats and wakesurfing, in particular, represent one of the fastest-growing segments of the recreational boating market, accounting for nearly 10% of all boat sales nationwide and generating approximately $1.7 billion in 2024 alone.
In our letter, the MRAA cautioned that outright bans or overly restrictive regulations on wake boats and wakesurfing could have disproportionate impacts on small businesses, resulting in lost sales, reduced employment and diminished tourism revenue for waterfront communities. The association encouraged DEEP to conduct a thorough economic impact assessment as part of the study, examining how any proposed restrictions may affect sales, service operations, fuel and storage revenue and other related business activities.
Promoting Education and Responsible Boating Practices
The MRAA also highlighted the role of education, outreach and voluntary best practices in promoting safety and minimizing user conflicts. The MRAA highlighted how efforts such as the Water Sports Industry Association’s “Wake Responsibly” campaign have successfully demonstrated that education can drive safe and respectful operation without the need for restrictive regulation.
MRAA’s comments encouraged DEEP to include an analysis of how educational outreach and self-regulation can serve as effective tools for ensuring harmony among different waterway users. The MRAA further recommended that DEEP consider partnership opportunities with the boating industry to expand the reach and impact of such programs across Connecticut’s boating community.
Encouraging Stakeholder Collaboration
In addition to calling for an inclusive and transparent process, MRAA recommended that DEEP establish two stakeholder working groups, one to provide input during the study’s development and another to guide post-study discussions on potential regulatory options. Modeled after Maine’s collaborative approach to wake sport regulation, this framework grounds future policy decisions in science, builds stakeholder support and maintains a balance between access and safety.
Continuing MRAA’s Advocacy for the Recreational Boating Industry
The MRAA appreciates the opportunity to provide input on this important study and remains committed to ensuring that any future policy decisions protect both Connecticut’s waterways and its marine industry. MRAA will continue to engage with DEEP and other stakeholders to advocate for policies that uphold safety, sustainability and equitable access for all recreational boaters. Please do not hesitate to reach out the MRAA Government Relations team with any questions or about issues taking place in your area.
It’s 2025 and across the marine industry, we’re seeing the impact of a long-anticipated generational handoff. Millennials are now in their peak earning years, Gen Z is aging into discretionary income and both are looking for more than homes and investment accounts; they want experiences. For many, that means weekends on the water. From center consoles and pontoons to wake boats and cruisers, boating represents freedom, adventure and connection.
But while demand is stabilizing after the post-COVID correction, the rules of engagement have changed. These aren’t the same buyers who walked the docks 10 years ago; they’re digital-first, value-savvy and allergic to outdated sales tactics. That shift brings both a challenge and a massive opportunity for marine dealers and OEMs alike.
Many marine dealerships still operate with a “wait and see” approach to online leads. A form comes in, someone gets to it a few hours or days later, maybe they send a generic response, perhaps they don’t follow up again. That might have worked when boat shows were packed and inventory was scarce, but in today’s digital environment, it’s a fast track to losing the sale, often to a dealer who responded faster.
Nurture, Not Chase
Today’s boat shoppers are conditioned by Amazon, DoorDash and social media; they expect frictionless experiences, real-time responses and information tailored to them. If your first touchpoint doesn’t feel personal, helpful and fast, they’re already looking elsewhere — often to another dealership or brand.
Modern customers expect:
Same-day communication
Text or email follow-ups that reference the exact model they inquired about
Inventory and pricing that align with their interests and budget
A reason to stay engaged, whether that’s trade-in options, financing specials or on-water demo invites.
In short, they expect you to nurture them, not chase them.
A common misconception is that nurturing only applies when leads go cold. The truth is, nurture starts the moment someone shows interest and it continues long after the sale. A buyer might inquire on a Monday but won’t finalize until next month; they might pause because of weather, travel or financing, but re-engage when the timing’s right. A smart nurture strategy keeps your dealership in their inbox and in their mind, so when they’re ready to buy, it’s you they call.
Dealership Action:Respond Faster! Audit your lead response times and aim for same-day follow-up — ideally within an hour. Even a simple automated reply that references their exact inquiry can keep a prospect from slipping away.
Automated Efforts That Pay Off
Marine dealers and OEMs investing in automated, intelligent nurture programs are seeing measurable gains. Higher lead-to-sale conversion rates when follow-up happens within 24 hours, stronger post-sale engagement and service retention, “ghosted” buyers reactivating after tailored follow-up sequences and lower marketing spend per sale due to increased conversion velocity. Nurture isn’t just about staying in touch; it’s about building predictable revenue pipelines that sustain even when showroom traffic slows.
You paid for the ad, you earned the lead, but if you don’t respond quickly and personally, you’re losing deals to dealers who do. In 2025, the marine dealership that wins aren’t necessarily the one with the lowest price or flashiest showroom; it’s the one that delivers timely, relevant communication and a seamless buying experience.
The technology to automate and personalize that process exists today; the only thing that needs to change is the mindset. Lead nurture isn’t a nice-to-have, its core infrastructure for sustainable growth.
Dealership Action: Make It Personal. Ditch the generic templates. Use your CRM or email platform to personalize messages by model, price range or trade-in interest. A small detail can make your follow-up feel intentional (and human), not automated.
Dealership Action: Keep the Conversation Going. Don’t stop nurturing once a lead goes quiet or a sale closes. Schedule light, helpful touchpoints — service tips, event invites or financing updates — to stay top of mind year-round.
Lead Nurture — Build the Bridge
The next generation of boat buyers is here; they’re active, informed and ready to invest, but selective in who they buy from. Properly implemented lead nurture is the bridge between their first inquiry and their first day on the water. If your dealership isn’t building that bridge, rest assured, someone else is.
About the Author
Dustin Hunt, Rollick
Dustin Hunt is a passionate sales leader, consultant and strategist with a focus on driving growth in the recreational and powersports industries. He thrives on building meaningful connections and creating innovative solutions that help businesses succeed. Outside of work, Dustin is an avid CrossFit enthusiast and a devoted dog dad to his dog, Max. He’s always seeking new challenges and opportunities to learn and make an impact.
If you are a dealer and want to learn more about lead nurturing, visit https://rollick.io/.
• Marine Trades Association of Maryland established new, vital workforce program at Annapolis Power Boat Show
By MRAA Government Relations Team
Developed through a grant from the city of Annapolis, the Marine Trades Association of Maryland announced the launch of a marine tech apprenticeship program at the recent Annapolis Powerboat Show. The apprentice program will provide comprehensive on-the-job training, classroom instruction and a direct pathway to a rewarding, high-paying career in the recreational boating industry.
“The maritime industry has long been a part of Maryland’s economy as well as its heritage. This apprenticeship program is a critical investment in the future of our workforce and our local marine industry,” John Stefancik, MTAM’s executive director said in a statement. “By providing a structured pathway for training and professional development, we are not only building a pipeline of highly skilled technicians but also creating meaningful career opportunities for residents across Maryland. We thank the City of Annapolis for their support in launching this program and look forward to their continued support in executing this initiative.”
The new marine tech apprentice program will provide a bevy of training and education and a direct pathway to a rewarding, high-paying career in the recreational boating industry.
Annapolis Maritime Heritage
The City of Annapolis has been a big supporter of the program. It awarded a grant to MTAM, which provided the resources needed to pursue state approval. Because of this, multiple city officials joined MTAM at the Annapolis Powerboat Show for the announcement. They commented on how vital the industry is to the economy and heritage of Annapolis.
“This new program showcases that Annapolis is not just going to rest on its laurels as ‘the sailing capital’ but look to innovate and lead in the maritime industry. We look forward to working with enthusiastic partners as we develop and grow this program to create skilled jobs right in the city,” said Brooks Schandelmeier, an Annapolis Alderman who joined the announcement of the apprenticeship.
Marine Tech Apprenticeship Program Highlights:
Structured Training: A year-long program combining practical, hands-on experience with technical classroom instruction
Experienced Mentorship: Apprentices paired with seasoned marine technicians who will provide guidance and support throughout the training process
Industry-Recognized Certification: Graduates gain industry-recognized credentials that equip them for long-term careers.
Earn While You Learn: Apprentices receive a paid wage, making education and career advancement accessible without incurring debt
Applications are now being accepted for apprenticeships. For more information, contact: Emily Decker, MTAM Workforce Development Coordinator at edecker@mtam.org.
Marine technicians are in high demand regionally and industry-wide, making programs like the new Marine Tech Apprenticeship Program essential to keeping the industry strong.
Vital for Marine Industry Health
The program is addresses the workforce needs of the recreational boating industry in Maryland. Moreover, skilled marine technicians are in high demand across the region and the industry as a whole. Therefore, programs like this vital for the health of the industry. Actually, in response to the workforce needs of the industry, many marine trade associations at the state and national level have taken efforts to fill the industry’s talent gap. Specifically, this includes participating in career fairs, collaboration with local community colleges, apprenticeship programs and national efforts to create more program funding.
“Workforce is an issue around the country for our industry and every effort to address workforce helps the industry as a whole meet the workforce needs of dealers, manufacturers and other small businesses when it comes to finding talented technicians who are ready to start a career in recreational boating,” said Mike Sayre, MRAA Director of Government Relations. “We applaud the work of the Marine Trades Association of Maryland in starting this apprenticeship program in the historic maritime community of Annapolis. We hope that this paves the way for more apprenticeships throughout the state.”
Workforce Development
The Investing in Tomorrow’s Workforce Act, signed into law in July as part of the One Big Beautiful Bill, is a key national effort to strengthen the marine industry workforce. The MRAA supported this legislation. It expanded the eligible uses of tax-advantaged 529 savings accounts to cover costs associated with workforce training and credentialing programs. Previously, these savings accounts were limited to traditional higher education. However, under the new law they can serve as career savings tools that support not only initial education or certification, but also career advancement and mid-career transitions. Notably, this flexibility will benefit the recreational marine industry by providing the current and incoming workforce with more opportunities to pursue specific training and certifications for positioned in need.
“State marine trade associations are on the front lines of the workforce issue,” added Sayre. “They have come up with innovative approaches to address the needs in their state. The MRAA is proud to support those efforts and help others bring similar successes to their own state.”
Additionally, we will provide updates as the MRAA and our state marine trade partners push forward workforce development efforts in the marine industry. Please reach out to the MRAA Government Relations Team here if you have a question about Maryland’s program. Furthermore, to be connected with the local marine trade association in your state, email:
Massachusetts Marine Trades Association to Host 20th Educational Conference
FOXBORO, MASS. — The Massachusetts Marine Trades Association (MMTA) is pleased to announce it will host its annual Business of Boating (BOB) conference on Thursday, Jan. 22, 2026, at Lakeview Pavilion in Foxboro, Mass. This will be the 20th year of their educational conference. The BOB conference will occur at the Lakeview Pavilion in Foxboro, MA.
Graphic provided by MMTA
The conference will feature a full lineup of educational sessions that include the following topics:
MMTA will host two networking events the evening of Wednesday, Jan. 21, including a dinner event and a social networking event at Splitsville. A hotel block has been reserved at Patriot Place, a short distance from the Conference Center, on January 21.
Established in 1964, the Massachusetts Marine Trades Association (MMTA) is the statewide representative body for approximately 1,000 marine trade businesses in the Commonwealth that employ approximately 20,000 people.
The association’s mission is to further the interests of the marine trades and the boating public through the promotion of boating, participation in legislation, and professional improvement programs.
Industry growth through Collaboration, Communication, & Education
How your dealership can help already-established boating enthusiasts become buyers
As a boat dealer, if you could determine how to create urgency to buy in your boat renters, it could unlock new sales and profit opportunities now and for the foreseeable future.
When it comes to boat sales leads, the average renter falls into the warm category. You know they enjoy being on a boat and love time on the water. You know they fit the boating lifestyle but have not made the commitment to become boat owners.
If you knew a little more about them, you could further segment the group, allowing you to understand which of your renters — from vacationers to your “regulars” — are the hottest sales leads. That would allow you to better nurture them, both as rental customers and boat sales leads, until you convert them into boat owners.
Image by Discover Boating
Your Job — Understand WHY They Wait to Buy & Reassure Them
Let’s start with an obvious reason to wait. Renting is simpler than ownership. They love being able to show up with a plan to get on the water, go boating and then head home. No transport, storage or maintenance needs to consider. In some cases — because the boat is waiting for them at the dock — renting eliminates the chance for embarrassment during loading and unloading at the boat ramp.
However, with the right maintenance plan, marina slip or dry stack storage facility, they can do the same exact same thing as an owner, yet have the freedom to stay out longer and bring the family dog. Ownership means no pet fees! Of course, both renters and owners have responsibilities. It’s just that renting seems less demanding of their time, budget and lifestyle (think happenings like family sports and weekends away).
Renter concerns about ownership include:
Overall affordability: They see the sticker price, but also understand that insurance, storage, maintenance, accessories and fuel add to the cost of ownership.
Riding the market’s waves: They view a boat purchase as an investment. They want to feel secure in their decision and hope the unit retains its value should they sell it.
Usage: They often ponder, “Will we use it enough to justify paying that total cost?”
Weather: It’s unpredictable, from heavy rains to strong storms, so how do they manage poor weather and keep their investment safe?
Address these concerns honestly as you help them determine which boat fits their needs the best. Listen with empathy and understanding, making it about them. You get to build trust by becoming a trusted advisor and source of reassurance. You and your team can help them break down the true cost of boat ownership, keeping in mind their budget.
Realize It’s OK for Them to Rent, Share Ownership or Join a Club
Future boaters are different from their predecessors and from traditional boat buyers. It’s important to understand that fact and walk alongside renters and other boating enthusiasts who are members in a club or a shared ownership program. You and your team still need to be their guide and boating partner and stay ready for when they make a decision to own a boat. According to AlixPartners, boat club locations have quadrupled in the past 15 years. An estimated 10% of boat club members end up buying their own boat.
Again, the fact that they are already renting, attending events or partaking in a boat club verifies they have interest in boating and the awareness of the boating lifestyle. Yet, they may not be ready to make the personal decision to own a boat. But that’s where your knowledge of them and their needs and your position as both an expert and ownership conduit comes in.
If your dealership doesn’t do rentals, it may be a new avenue to explore and to let future customers get a foot in the door. It’s vital to supporting their journey without hard selling and being able to identify which customers are further down the funnel and closer to making a decision about ownership. You need to gain their trust and be ready, so your dealership is the first point of contact when they’re ready to convert from renting to owning!
Image by Discover Boating
Matching Buyer to Boat
In your role as guide and advisor, you must discover HOW renters dream of using a boat. Without the limitations of renting, how might they envision spending their time on the water?
To learn how to nurture correctly, you must ask questions like:
Do you enjoy Friday-night fishing for walleyes or early morning fishing outings?
Do you want weekend cruises with friends and family?
Are slow romantic trips around the lake most desirable?
Do you feel best behind the wheel of a high-performance boat?
Are you super into technology?
Do you seek to entertain with music, fun and recreation?
You’re not only selling a boat, but also selling an experience, one that should fit their wants and tug at their emotions.
You seek to match the boating lifestyle dreams they’ve shared with you (or experienced at your dealership) with the boat ownership options you offer. Presenting your inventory in this manner helps them envision themselves in the product. When they can see their options, this helps make the transition to buyer feel real and possible!
These customer interviews are critical to effectively turning a lead into a sale. Need more guidance for improving your interviewing skills?
Try these educational items:
BLOG on Game-Changing Customer Interviews (Source: MRAA Education Champion EasyCare)
MRAA EDUCATION course on Improving Sales Productivity (Source: MRAA Lead Certification Consultant Bob McCann)
Bob McCann, MRAA Lead Certification Consultant, has identified common buyer types and how to tailor boat demonstrations to them. Your advantage? You already know their rental history. For example: “Family A” rented a pontoon 11 times over the last 16 months.
Let’s look at those buyer types identified by Bob:
Tully the Hull Thumper: Structural integrity fascinates him, so show him manufacturing videos, construction details and focus on the boat’s durability. You know that cutaway video you took at the dealer show — show it to him!
Billy & Betty Buyer: This couple wants convenience and comfort. Address their needs by showcasing drink holders, storage spaces and overall ease of use. Highlight the boat’s convenient and comfortable seating arrangements and relaxation features.
Steve & Sally Safety: They enjoy boating but have strict safety requirements and needs. Share with them every known safety feature, from ladders to emergency equipment, including the one they will admire most.
Trevor the Terror: Is connected to power and performance, which are BIG happiness inducers. Call out the horsepower and highlight the engine specs. Share the innovative hull design for carving and speed runs. Consider a walk-through where you look under the “hood.”
Add Experience & Value to Buying Process
If you want to truly convert renters into boat buyers, consider the following:
New vs. pre-owned: Your conversation and customer interview will reveal information and help you understand if renters seek to move into a new boat or a pre-owned unit. Your team can weigh both options, too, and offer them alternatives and viable solutions for ownership.
Demo/sea trials: Chances are they’ve spent time on the rental boats, but not the one they’re looking to purchase. It’s your job to make that happen, whether it’s at a demo event or VIP sea trial.
Boat show invite: Boat show invites add a VIP experience layer to their shopping. The event allows them to see all the products in person and have meaningful conversations with your team. Consider the promise of an exclusive offer or “see it before you buy it” opportunities, especially with new boats.
Detail simplification: Your complete transparent guidance on financing options, insurance offerings and service and storage provides clarity. Spelling out these estimated costs and solutions for each — whether in-house or with a trusted partner — reduces anxiety over unexpected costs later. Bundling these services or recommending trusted partners reduces indecision.
Celebrate THEIR win: Buying a boat is as much a milestone as it is a commitment. Therefore, make it meaningful by creating a delivery experience they won’t forget. Celebrate them (not the product or transaction), this epic lifestyle choice and the community they now belong to as an owner. Remember to keep them there by inviting them to owner adventures, customer-appreciation events and other VIP days.
Image by Discover Boating
How to Transition from Boat Renter to First-Time Buyer
Chances are you have a few renters who may be prime candidates for boat ownership. They may only need help envisioning themselves at the helm of their very own boat. Discover Boating has articles offering guidance to renters so they understand boat ownership more clearly, from boat sharing tips to a guide on boat renting to transitioning from renting to owning and even the dealer connection. Your role is sharing these stories with your renters as a warm-up prior to meeting with them for a more meaningful conversation and interview.
Conversions Matter to Your Dealership
Converting renters into owners is big for your dealership. Sure, some are more ready to own than others, but even the newest renter could be an owner somewhere down the road. You already know they enjoy boating, so helping them take the next logical step — at their pace and with authentic guidance and complete transparency — can build trust. That, in turn, may lead to a long-term customer relationship and loyalty.
Yesterday (Monday, Oct.6, 2025), as I sat in a room filled with brilliant marketing minds and dozens of marine industry leaders and decision-makers for the Discover Boating Marketing Leadership Summit 2025 at the Tampa EDITION in Florida,Tariq H.shared a fact that 1 in 8 Americans have worked at McDonald’s. Yes, from 16-21 (sporadically and dancing around high school sports and the college years) I served others as a team member at the Golden Arches.
Speaker Dan Chuparkoff gave a keynote on the power and potential of AI in marketing. Image provided by Discover Boating
Tariq Hassan — Building Cultural Relevance
But that’s not why I’m sharing today. I’m telling you this because Tariq was one of the many brilliant and engaging speakers at the Discover Boating event designed to discuss and share strategies to attract the next wave of boat buyers. For instance, Tariq reminded us all to start with your fans, create direct connections and relationships and to know when to get out of the way of organic social content — among other key takeaways. These reminders are all vital for helping dealers reach new audiences and new boaters. This approach and his leadership help rejuvenate an iconic American brand.
Chuparkoff — AI and the Future of Boating
DanChuparkoff.com delivered a stellar presentation about AI and the Future of Boating that also resonated with many in the room. It provided many insights, including reminding the room to view AI as a technology assistant/intern and to challenge the results it produces. His “Hierarchy of Human Expertise” reminded us that humans (that’s us, people!) are always the foundation, especially when it comes to solving, deciding and imagining. In addition, he shared that to build our AI muscle, we must remember we are only as good as our patience not our prompts.
IPSOS Research Presentation
IPSOS presented new industry data and a Market Expansion Advisory Group panel spoke about our industry’s foundational marketing challenges, the ever-shifting consumer mindset, shared opportunities and the need for collaboration to help boating grow. To clarify, more info and data will be presented at a later date.
IBEX & Innovative Thinking
Today, I’ll enter the doors at for IBEX, the International BoatBuilders’ Exhibition & Conference, with several of my Marine Retailers Association of the Americas (MRAA) leadership team to walk the show and experience the environment designed to drive business forward. The Discover Boating Marketing Leadership Summit was fantastic way to kick off my first IBEX and reminisce about the days of flipping burgers and salting fries.
A Question for Dealers
How are you doing marketing differently in your dealership to reach new boaters?
Don’t fret if you were not able to attend the 2025 Discover Boating Marketing Leadership Summit at IBEX in Tampa in October. Furthermore, the Discover Boating team, powered by NMMA and MRAA, is here to assist you with capture insights, tactics and knowledge to help shift your marketing mindset and consider modern strategies for success.
Additionally, for questions or continued conversations, the NMMA and MRAA teams are here to support you at dbsummit@nmma.org.
MINNEAPOLIS, Oct. 7, 2025 — Matt Gruhn, President of the Marine Retailers Association of the Americas (MRAA), was honored by the National Marine Lenders Association with the 2025 William B. Otto III Marine Industry Service Award, recognizing his outstanding vision, leadership and unwavering dedication to advancing the marine industry.
The William B. Otto Award, established in 2002 by the Global Marine Insurance Agency, celebrates individuals whose leadership has driven meaningful innovation and positive change across the recreational marine industry. The award was presented to Gruhn during the NMLA’s 45th Annual Marine Lending Conference on Sept. 22, 2025, in Coeur d’Alene, Idaho.
Matt Gruhn, MRAA President
“Matt’s vision and dedication have elevated the role of the marine retailer and strengthened the entire boating ecosystem,” said Noelle Norvell, NMLA President in a statement. “His leadership has built bridges across the industry, creating lasting value for dealers, manufacturers and boating consumers alike.”
“I am incredibly grateful to be recognized by the lender community with this honor,” said Gruhn. “At the MRAA, we measure our success by the impact we have on our industry, and driving impact is a team sport. Our team has been blessed to have been able to increase our reach and welcome an increasing number of industry organizations into the vast amount of education, programs and services that our team delivers for them every day. It’s rewarding to know that our important work is being recognized as making a difference.”
Gruhn, who on Oct. 1 celebrated his 14th year as MRAA President, is the 14th recipient of the esteemed award. He leads with collaboration, innovation and advocacy for marine dealerships, driving a stronger, more sustainable future for recreational boating. All are characteristics that fit within the award standards.
William B. Otto Award nominee qualifications include:
A commitment and dedication to marine industry improvement
A passion to help the industry and individuals within it grow
Shown efforts to improve relations within industry sectors and consumers
A person of high ethical standards
Nomination by a current NMLA member
Election by two-thirds vote of the NMLA Board of Directors
Gruhn’s leadership has helped his dedicated MRAA team to boost MRAA membership by more than 300 percent, and attendance at MRAA’s annual conference, Dealer Week, by more than tenfold. The annual conference has become the marine industry’s premier educational gathering.
In addition to launching and maintaining an online learning platform, MRAATraining.com and an online annual virtual conference, Gruhn and the MRAA team have revitalized the Dealership Certification Program and introduced three position-specific certification programs for dealership employees. Most recently, Gruhn spearheaded the introduction of the MRAA Dealer-Manufacturer Scorecard Program — a forward-looking initiative designed to foster constructive dialogue, improve dealer-manufacturer relationships and ultimately enhance the boating customer experience.
Past Recipients of the Marine Industry Service Award include:
2002 — William B. Otto, III
2003 — Greg Proteau
2004 — Peter Theut
2005 — Jeff W. Napier
2007 — Jackie Forese
2008 — Bruce Van Wagoner
2009 — Kaye Pearson
2010 — Don W. Mattocks
2013 — Robin Cottmeyer
2015 — Jim Meere
2018 — Michael J. Smith
2022 — Karen Trostle
2023 — Michael Bryant
To learn more about the William B. Otto Industry Service Award, click here.
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.
ORLANDO, FL (October 9, 2025) – Correct Craft’s philanthropic work was recognized this week during the 2025 International BoatBuilders’ Exhibition & Conference (IBEX) in Tampa, Fla. Correct Craft won the EPIC Award for Altruism.
From left: Soundings Trade Only Editor-in-Chief Gary Reich and Michele Goldsmith, Soundings Trade Only Group Vice President and General Manager, presented Angela Pilkington, Chief Operating Officer, Correct Craft with the inaugural EPIC Award for Altruism. (Photo provided by Correct Craft)
The EPIC Award for Altruism recognizes companies whose culture and leadership extend beyond business success to make a lasting positive impact on people and communities. This honor highlights Correct Craft’s ongoing commitment to its mission of “Making Life Better” through service, stewardship, and innovation across its family of brands.
“Being recognized for our impact on the world is incredibly meaningful to our entire team,” said Bill Yeargin, President and CEO of Correct Craft. “Our mission to make life better guides everything we do, from how we serve customers to how we support our employees and communities around the world. This award affirms that we are trying to use our platform for good, and we hope it will inspire others to do the same.”
Correct Craft* extends its gratitude to our industry friends for recognizing the power of purpose-driven leadership in shaping the future of the marine industry.
Beginning June 2026, the marine industry can submit entries for next year’s EPIC Awards — celebrating those who are exceptional, purposeful, innovative and compassionate.
Celebrating 100 years of excellence in the marine industry, Correct Craft is a Florida-based company with global operations. Focused on “Making Life Better,” the Correct Craft family includes Nautique, Centurion, Supreme, Bass Cat, Yar-Craft, SeaArk, Parker, and Revel boat companies, Pleasurecraft Engine Group, Indmar Marine Engines, Velvet Drive Transmissions, Ingenity Electric, Mach Connections, Merritt Precision, Osmosis, Watershed Innovation, and Aktion Parks. For more information, please visit www.correctcraft.com.
Today’s boat buyer looks nothing like yesterday’s. They are more cautious with their spending, more selective in what they’ll buy, more digitally savvy than any previous generation of shoppers, and as industry statistics show, they are fewer in number.
Economic obstacles such as inflation, interest rates, tariffs, and general unease complicate willingness to make discretionary purchases. Pair those realities with dealership sales teams who are still re-learning how to sell and new boat price points that have risen astronomically, and this adds up to more than just another slowdown. We are in the midst of a complete system reset — one that demands new strategies, new discipline, and new tools for success.
Since 2018, our last year of real sales growth, the average selling price of a boat has risen 72 percent. In 2018, the average sold boat was $52,178, about 16 percent less than the median U.S. household income of $61,937. By 2023, the average sold boat jumped to $89,715, 11 percent higher than the 2023 median income of $80,610. These numbers would be worse if 2024 and 2025 data were available.
That is the affordability wall we’ve run into. And because of interest rate challenges, it’s not just that boats cost more. They now require a family to spend twice as much each month at significantly higher financing costs.
On a typical 20-year loan, the 2018 boat at 5.49% APR worked out to a $359 monthly payment, about 6.9% of median household income. The 2023 boat, financed at 8.24% APR, jumps to $764 per month — more than double — consuming 11.4% of income. Over the life of the loan, total interest nearly triples, from $33,894 in 2018 to $93,613 in 2023.
If it feels like making that sale is harder, even when selling on payments, that’s because it is. Which raises tough questions: Have we left entire economic demographics behind? Are our products now affordable only for the upper class? And most importantly for you: have you reset your approach to marketing and selling in this environment?
On paper, dealership sales results don’t look catastrophic because higher prices mask reality. This encourages dealer optimism: Margins look better than 2023 or 2024, and inventory levels have improved. But as Wells Fargo’s July 2025 Marine Market Deck demonstrates, that’s not because sales are strong. It’s because manufacturers have reduced shipments while, according to Info Link, nearly 40 percent of boat purchases in the first half of 2025 were non-current models — the highest since the Great Recession.
With new traditional powerboat sales down another 9 percent in the first half of 2025, sales are collapsing back to 2012 levels. Worse, first-time buyers, who fuel future demand, have fallen to their lowest levels since tracking began.
This reset isn’t just about economics. It’s about the customer. Affordability pressures are deterring first-timers, leaving a dangerous hole in the ownership pipeline. Shoppers who do show up do so after months of digital research, expecting mobile-first websites, instant lead response, and transparent information before they ever step through your doors. Very little of which, as an industry, we are good at.
Sales cycles are lengthening, putting more pressure on dealerships to nurture leads, follow up consistently, overcome objections, and close deals with precision. Buying decisions now take 30, 60, even 90 days longer as buyers compare financing, consult peers, and use AI-powered tools. And to complicate matters, boating is once again competing head-on with travel, restaurants, youth sports, and countless other pursuits. Dealers must sell boating not just as a product, but as the lifestyle of choice.
This is not the same sales environment you’ve grown accustomed to. And it’s not the same customer you’ve come to know. It’s a new kind of customer entirely, and they’re telling us loud and clear: if you don’t adapt, you won’t earn their business.
I understand the pressure you’re under. Leads are less urgent. Margins are thinner. Inventory costs remain high. Curtailments are adding up. And winter is coming quickly. Many of you are hoping that interest rate relief will finally break things open again. Maybe it has by the time you’re reading this. Maybe it hasn’t. But you can’t wait for the Fed or for manufacturer promotions to save you. You must act yourself, by resetting your mindset and your approach if you want to achieve better results.
Dealers who are succeeding right now are doubling down on sales discipline, sharpening their digital presence, and training their teams to sell on value rather than discounting. The good news is no matter where you’re at, MRAA has programs to help.
Strengthen your sales leadership with MRAA’s all-new Sales Leadership Certification program, a comprehensive curriculum that equips managers with the skills to coach, train, and hold teams accountable. The best sales teams don’t run on luck; they run on leadership.
And if you want to launch strong in 2026, maximize your Dealer Week attendance (December 7-10 in Tampa) with MRAA’s all-new Boat Show Boot Camp. This one-day, intensive training will prepare your team to capitalize on every interaction, whether at large regional shows or in-house events. In today’s market, foot traffic is precious; Boot Camp will help ensure you don’t waste a single opportunity.
The choice is yours. Ignore this reset and keep operating as if today’s buyer is the same as yesterday’s, and you risk losing more than sales. You risk your margins, your customers, your relevance, and your place in the market. And when the rebound comes, with leaner inventory, potential rate relief, and steadier demand, unprepared dealers will miss out.
But if you act now, the reset becomes your chance to lead. Dealers who strengthen their sales leadership, sharpen their digital marketing, and train their teams to sell on value will not only survive this downturn, they will thrive in the rebound. They’ll engage today’s digital-first customer with confidence. They’ll convert leads that competitors ignore. And they’ll position boating as the lifestyle of choice in a world full of alternatives.
Today’s customer is different, and they’re demanding a new kind of dealership experience. You can rise to meet the challenge by engaging the tools, training, and strategies that will supercharge your sales engine and reconnect with today’s buyer. Invest in your leadership, your team, and your future now. Or sit back and wait for the market to fix itself.
