“ Boating customers have an emotional attachment to their boats,” he said.“ But if too many weekends are ruined due to the boat being in the shop they sell the boat. They don’ t need the boat like they need their car. Keeping people on the water is critical to keeping them boating.”

Keith Yunger returned to the dais for an illuminating fireside chat. We talked about his journey as a second generation Sea Ray employee and his biggest leadership lessons, as well as many other interesting topics. He also encouraged us to sell the lifestyle and not the product. And I encourage you to check out the entire conversation in this month’ s Boating Industry Insider podcast.

Anthem Marine CEO Mark Overbye also did double duty with his presentation on AI, and several practical ways dealerships can incorporate it into their operation.

“ Let’ s get rid of one myth right away,” he opened.“ AI is not coming, Ai is here. But it’ s not here for your job, it’ s here to reduce your stress and increase your productivity.”

After the Boating Industry Top 100 awards gala honoring the top dealers, 40 Under 40, Women Making Waves and Movers & Shakers, we all convened again the next day for the Women in the Power Trades Panel.

Capt. Vicki Norman of Digital Throttle moderated, while newly crowned

Darlene Briggs Woman of the Year Award winner Kim Sweers spoke about building a brand, Shannon Seipp Aronson of ABYC presented on team building, and Courtney Bernhard of Performance Dealer Services discussed earning a seat at the table.

I was the final keynote on the attention economy, discussing how to communicate with – and market to – a changing customer that demands speed, connection and a frictionless, tailored experience.

Adam Quandt then moderated the Top 100 Dealers Panel discussion, to close things out.

The story of Elevate is one of contrast: the industry is still navigating normalization after historic volatility, but the leaders who will win aren’ t waiting for perfect conditions. They’ re adjusting early – tightening operations, strengthening teams, refining customer experience, and finding the opportunities competitors overlook

“ I think this whole Elevate experience is for people who want to do better, who expect to do better, they want to be more competitive and successful in the marketplace,” stated first time attendee and speaker Mark Overbye.“ I have to tell you, it was one of the most worthwhile boating industry events I’ ve ever been to. It’ s not to be missed.”

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www. boatingindustry. com february 2026

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