MOVER & SHAKER OF THE YEAR
He shared that throughout his career, companies have largely focused on a single audience, but the market must be broadened to better engage women, younger generations and people from diverse ethnic backgrounds.
“ I think it’ s a multiyear, multidecade challenge in front of us,” he said.“ But if we don’ t start chipping away at it, we’ re going to wake up a decade from now and ask what happened, versus recognizing new people coming in and learning how to retain them.”
Sea Ray has taken steps, from a multilingual website to diverse hiring in leadership roles, and through events like the Sea Ray Surf Camp in Switzerland, designed to connect boating with younger generations.
“ It was all about teaching people how to handle a boat and surf system set up, and then getting them behind the boat and surfing. You see mid-50s to mid-teens out behind the boat on the wave and everybody is having a fun. It’ s just a great way to connect the family.”
As he reflected on his career and the industry’ s future, Yunger circled back to people. He recently caught up with a dealer whose father was signed by his in 1965.“ All that history and the people in between that he knew and that I knew, just those memories coming back, it reinforced the passion and the people in the business and why we do what we do,” he said.
As his son carries on the family’ s boating legacy as a Brunswick employee, Yunger reiterates that boats may be the product, but people are the purpose. He shared that boats are the vehicle to connect with people, and at the end of the day it’ s about engagement, trust and relationships.
Keith is pictured with his wife, son and daughterin-law.
www. boatingindustry. com september / october 2025
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