By Madelyn Hubbard
My afternoon run took me past a creek and it didn’t have my attention until a wave of nostalgia flooded my mind. The smell of the freshwater took me right onto the boat.
How many times have we caught the scent of water nearby, a familiar sunscreen, upholstery , or even a certain snack before we were transported to a fond memory on the water?
The instant and welcomed memories made me think about how the boating industry truly delivers; it doesn’t come up short on its promise of freedom, adventure, and quality experiences. We sell long-term investments that add value to lives.
But if we don’t properly educate new boaters, our promise will fall through. It’s up to us to nurture newcomers so they are informed, confident, and well equipped on the water. If we don’t assist, they may not get the same experience that we’ve fallen in love with.
Many industry professionals were fortunate to grow up on a boat, exposed to the ins and outs of a day on the water through family or friends without ever facing the anxiety of being far from land or the intimidation of getting a boat onto a trailer. For new enthusiasts, these challenges are real and sometimes overwhelming.
Are dealers taking customers out on the water with their new purchase? Are they ensuring customers can back up a trailer and dock their boat? Are they helping them find a place to store their boat? Are they checking in later?
Confident boaters become long-term boaters. And long-term boaters share the lifestyle with others who may buy their own vessel someday. So we must invest in the people who are investing in our products.
Beyond selling a boat, how else can we support customers today? What knowledge, service, or encouragement can we offer that keeps them connected to the lifestyle we all love? While sales are slower for many, now is the time to double down on customer relationships.
If we enrich their experience, when they ’re ready to spend again, choosing to upgrade will be easy. They ’ll understand that there’s no feeling quite like being near the water and wishing you were out on the boat instead.
With that being said, dealership teams who consistently focus on the customer expereince, reevaluate practices, make proactive moves and add to the boating lifestyle experience are invited to nominate their business to be considered as a 2025 Top Dealer.
The annual Boating Industry Top Dealers Awards program, launched in 2005, is the only independent ranking of boat dealers in North America. Winners receive national recognition and an invitation to a VIP celebration at the Boating Industry ELEVATE SUMMIT in Lake Buena Vista, Florida, January 19, 2026. Nomination forms, available on the Boating Industry website, are due September 8, 2025.