// MARKET TRENDS
MasterCraft ' s SurfStar system uses a wave graphic and iPhone-like gestures to offer easy wave customization.
mom and pop shop feeling of customer service. Even though we’ ve grown over the years, we’ ve tried to make our customers feel that individual customer service experience.”
The partnerships
And providing exceptional customer service is a result, in part, of good dealer and OEM relations.“ We view our relationship as a true partnership,” Buckland said.“ I know it’ s cliché to say that, but it really is. They want to sell boats; we want to sell boats.”
He noted that OEMs have a more dealer-centric approach than they did in the past. To help dealerships stay healthy, his OEM partners place a focus on inventory management. When Chessie Marine has left over inventory, the dealership and the manufacturer work together to ensure those sales are made.
“ I’ ve watched adjustments in their production runs as they’ re curtailing that,” he said.“ They’ re not just punching a bunch of boats out there. They’ re actually trying to get the right amount of boats out there. They’ re doing a really good job with us, as far as making sure that we have the right number. And we’ re adjusting our purchase commitment for the year based off the economic environment as far as our inventory and what we think we can sell.”
Buckland said that Chessie Marine’ s OEM partners add value to customer experiences and offer boat show support. Malibu, for example, promotes and funds rider experiences that bring potential buyers into the dealership, and they assist during the boat show season. Chessie Marine participates in five boat shows annually, and factory representatives often join the team onsite.
“ When someone is really quizzing you about the boat, it pulls additional weight when you say,‘ this guy is from the factory if there’ s anything you’ d like to ask him directly,’” Buckland said.
OEMs also contribute boat show incentives.“ We work together, the buyer, the manufacturer and the dealer, for what all three parties need to do to make the deal work. That is what I call true partnership, when everybody is participating.”
Palma addressed that as towboats are becoming more complex, MasterCraft has especially focused on dealer education and training.
During Covid-19, the manufacturer launched a remote learning system.“ We do in person trainings as well, but a lot of what we do is supplemented by this remote learning system,” he said.“ It provides a level of accountability. They’ re selling premium products. We know the education is really important to deliver the best experience from that first step a customer takes into the dealership to hopefully buying their second or third MasterCraft.”
MasterCraft also provides direct access to engineers and leadership for ongoing training and technical questions.
The restrictions
Both manufacturers and dealers are prioritizing education around safe and respectful boating behavior. In some areas of the country, wakesurfing boats have been the targets of derision from lakeshore property owners who are not fans of the big waves and the loud stereos. Current regulations vary by body of water and locality, but can include speed and time restrictions, if not outright bans.
Buckland noted that issues arise when there is a lack of enforcement or awareness, particularly among first-time buyers.“ It’ s a matter of teaching people respect for other people in the area,” he said.“ You don’ t want to have these boats right on top of docks, nor do you want to be going back and forth in front of a row of houses with these stereos blasting.”
So when Chessie Marine demos a boat, salespeople educate customers about local regulations, safety and waterway courtesy.
MasterCraft works with the WSIA’ s Wake Responsibly campaign, which educates boaters about what distances to maintain from shore, sound level management, and how to minimize disruption to homeowners.
“ We’ re big on making sure we educate our dealer network too, so they’ re aligned with our support of Wake Responsibly,” Palma said.“ Helping educate and advocate for how to boat responsibly with towboats and how to preserve our waterways and be respectful of other boaters and homeowners, that’ s been a really big push for us.”
The horizon
As the wakesurfing segment evolves, manufacturers and dealers are optimistic about the future of innovation and versatility.
MasterCraft recently launched its latest XStar model.“ It’ s kind of ushering a new product era for MasterCraft,” Palma said.“ So a lot of the innovation and design from that boat will slowly start to trickle through the rest of our fleet. The launch of that product is very indicative of the direction that our brand is heading. It’ s really exciting.”
Buckland pointed to wake foiling as a growing opportunity. He explained that some boaters are wakesurfing on one side of the wake and foiling on the other.
“ I know in a lot of coastal areas, the foil boards have really taken off,” Burnash agreed.“ We’ re just starting to see that now in Michigan.”
Despite economic uncertainty, good weather and inventory strategies are helping brands and dealers enter the second half of 2025 with confidence. With new technology, versatility, and an emphasis on fun for all ages, the wakesurfing segment continues to ride a wave of momentum.
40 june 2025 www. boatingindustry. com