BRAD CUMMINS
OWNER, HERN MARINE
What first drew you to the marine industry? I grew up in a boating family, heavily influenced by my father and our business. In fact, I was born during the Cincinnati Boat Show in January of 1996- something our family has always joked about making this path inevitable. By the age of 10, I was already loading and unloading boats and practicing trailer skills any chance I could get. Those early hands-on experiences, combined with summers spent on Lake Cumberland, created a deep appreciation for the lifestyle and the role that boating plays in bringing people together. From an early age, I knew this industry was more than just a business ― it was something I genuinely wanted to be a part of and help carry forward. What was your first job? My first job was doing anything needed at our dealership to support my father and the team. I spent my summers cleaning boats, taking out trash, maintaining the shop and handling whatever else needed to get done.
My dad instilled in me early on that people would always be watching, so it was important to work hard, earn respect and lead by example. He emphasized that one day I’ d be in a position to ask others to step up ― and that credibility comes from having done the work yourself first. As I gained experience, my responsibilities grew to include moving boats around the lot, conducting new boat orientations and eventually handling customer deliveries on my own.
What accomplishments are you most proud of? I’ m most proud of the operational improvements I’ ve been able to implement at our dealership to modernize the business and enhance both the employee and customer experience. These include upgrading our phone system, introducing new desktop hardware and technician tablets, and implementing new dealer management software. I’ m also proud to have completed Spader’ s Total Management and Service Foundation courses, which gave me the tools to design and implement a new technician pay plan focused on performance and retention.
Additionally, I attended Mercury training and became a certified Outboard and MerCruiser technician. While I’ m not in the shop day-to-day, it was important to me to fully understand the training and expectations we place on our team. I believe that perspective makes me a more effective and credible leader. Did you have any key mentors or influences in your career? As I’ ve mentioned, my father has been the most influential mentor in my career. With nearly four decades in the industry, he’ s experienced both the highs and lows, and his leadership, resilience and work ethic have had a lasting impact on me.
I’ ve also looked up to Jack Hern, whose father, Sam Hern, founded Hern Marine in 1946. The Hern family were true pioneers, including becoming the first authorized Mercury dealer in Cincinnati. Their legacy and commitment to the industry have always been a source of inspiration.
Another key mentor is Kevin Riem, President of Crownline Boats. Our families have long had a close relationship, and I’ ve always respected the way Kevin carries himself within the industry. He has taken a personal interest in my development, including the opportunity for me to shadow regional sales representatives to gain a better understanding of how other dealerships operate, as well as spend time at the Crownline factory. That experience allowed me to follow the full lifecycle of a boat, from initial build to final delivery, and gave me a deeper appreciation for the product and the people behind it. As a young professional, what are the biggest challenges you’ ve faced in the marine industry and how did you overcome them? One of the biggest challenges I’ ve faced was navigating the uncertainty of COVID-19 and its impact on our industry from both an inventory and sales perspective. We were operating in completely uncharted territory ― unsure at times whether we would be shut down or how restrictions would affect our business.
As demand for boating surged, we had to quickly adapt while prioritizing the safety of both our customers and employees and working within guidelines that were often unclear. That uncertainty created constant pressure, but we stayed focused on taking things day by day and doing everything we could to get families on the water safely.
The long-term challenge came on the other side of that surge. With so much demand pulled forward, managing inventory during the downturn required discipline and strategic adjustments. I’ m proud that we were able to navigate that transition successfully and work through our aged inventory. How do you hope to inspire others in the marine industry? I hope to inspire others by helping make careers in the marine industry more visible, respectable and attainable for the next generation. Over the past several years, we’ ve focused on creating a workplace that adds real value for our team ― especially by investing in young professionals who bring energy and are looking to build long-term careers.
It’ s no secret that attracting younger talent has been a challenge across our industry. I believe that’ s an opportunity for all of us to better showcase the career paths available ― whether or not someone chooses a traditional college route. As the trades continue to make a strong comeback, it’ s important that we actively support and promote those opportunities.
I’ m proud that today more than half of our team is under 40 years old. My goal is to continue building an environment where the next generation can grow, succeed, and see a long-term future in this industry. How do you set goals for yourself and set yourself up for success? I set goals by keeping a clear focus on both the long-term vision and the most important short-term priorities. I break that down into weekly and daily expectations to stay accountable and maintain momentum.
Each day, I identify the three most critical items that must get done and make sure those are completed, regardless of what else comes up. While the day-to-day can be unpredictable and often requires me to shift focus to support the team, I prioritize removing roadblocks so others can continue progressing. What boat did you learn to boat on? It honestly varied by the week, depending on what we had in inventory. My dad would often rotate boats so he could better understand the product and keep a close eye on the quality of our service department’ s rigging. Because of that, I had the opportunity to spend time on a wide range of brands, including Maxum, Crownline, Regal, Cobalt, Chaparral and even the occasional Tracker. It gave me a well-rounded perspective on different boats from an early age.
www. boatingindustry. com march 2026
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