Yamaha Rightwaters supports waterway cleanups, invasive species removal and oyster reef restoration. Photo courtesy of Yamaha
EPG Specialty information surveyed dealers this fall, and 46 percent of dealers anticipated revenue growth in 2025 compared to 2024. At the same time, data from Lightspeed showed that over the first eight months of 2025, the average dealer was down in combined revenue year over year.
“ I would say this is one of the most challenging years we’ ve had, saleswise,” Jon Poulson, general manager of Atwood Lake Boats, said in September.“ I don’ t remember it being this hard to get somebody over the edge of the purchase.”
“ We’ re optimistic, it’ s just that there are definitely better things you can do than have all your money tied up in your inventory,” Braden Panasiuk, general manager of Gibbons Motor Toys in Alberta, Canada, said in July.“ We’ re not in the panic stage, but we’ re being very careful about our plan for 2026 in terms of what we reorder and how our stocking levels will look next year.” He wasn’ t the only dealer who emphasized the need to clean up aging product.
Dealers have expanded marketing teams, hosted more in-person events and attended more boat shows to stay in front of buyers. Many incorporated AI tools into everyday operations to improve communication also with customers.
State of the industry
“ We’ re also seeing a lot of innovation happening across the industry, and that gives us confidence,” said Daniel Sherlock, director of Honda Marine Division.“ Companies are adapting, finding creative ways to navigate these challenges, and that innovation is what keeps our overall outlook positive. We’ re seeing a lot of resilience and forward-thinking out there, which gives us assurance that the momentum will continue.”
Across 2025, leaders emphasized that improved accessibility, smart technology and positive customer experiences will keep people connected to life on the water. As regulatory pressures, economic uncertainty and tariffs unfold, expanding exposure to recreational boating will be key. Providing affordabile entry points for younger and more diverse buyers, delivering easier ownership and offering sustainable, versatile products will also be essential.
“ At the end of the day, I don’ t feel like we’ re competing against other marina operators as much as we are just competing for people’ s time,” said Bryan Redmond, co-founder and CEO of Suntex Marinas.“ I know my team, we talk about that a lot. Our biggest risk is that somebody decides that the boating lifestyle is just not worth their time anymore.”
www. boatingindustry. com november / december 2025
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