// PROFILES IN LEADERSHIP
Family boating time is the best of times for Chuck Cashman and his favorite crew.
It also stems from a couple of things that have remained consistent over many years. I’ m extremely competitive and I want our team to win, but we must do it the right way.“ Take care of the customer and take care of the team” is a mantra I repeat regularly. It’ s also a culture of doing all the little things correctly and consistently so you earn the right to“ Expect to Win.”
BI: Speaking of winning, how do you measure success? CC: There are so many metrics in our business. We of course measure profitability, market share and we expect to achieve our goals when it comes to those well-established metrics. We also have a world class Net Promotors Score which measures customer satisfaction. However, more simply put, I would say success is a happy customer and an engaged winning team.
BI: With your many work-related responsibilities, how do you personally stay relevant and on top of your game? Any strategies for professional development? CC: I worked very hard throughout my life to get an edge. Even a small edge is hard to hold onto. I think remembering how hard I had to work to get somewhere keeps me focused. I’ m blessed with a competitive spirit which makes it hard to sit back and enjoy the view for long.
BI: Those of us who have worked in the industry for many years understand the ebb and flow of business cycles. What are the biggest challenges you’ ve faced in your boating industry career and how did you navigate successfully during those times? CC: When you think about 34 years and what has transpired over that period, there are very repeatable cycles of prosperity and challenges. There is always a challenge around the corner. Unfortunately, we don’ t always get notice. I think being honest with yourself about a challenge you are facing and owning it allows you to work through it in the best possible fashion.
Covid taught us a lot about fluidity. Our stores were being shut down along with the rest of the world, but then there was some light. And in fact, for our industry, the pendulum swung far to the other side. We went from the worst-case scenario to the best of times in a few months.
www. boatingindustry. com november / december 2025
29