The Water Sports Foundation (WSF) has partnered with a new creative agency to elevate its long-running boating safety outreach efforts, marking a notable shift in how the organization connects with recreational boaters and paddlers.
For the first time in its 15-year history of managing life-saving safety campaigns, the WSF has enlisted an outside creative firm, selecting Black Oak Creative of Winter Haven, Florida. The agency was chosen for its marine industry background and modern, visually driven approach to storytelling.
The collaboration has already produced seven new advertisements tailored to key segments of the boating market, including powerboating, saltwater and freshwater fishing, towed water sports, canoeing and kayaking, and kayak fishing. The campaigns rely heavily on photography to highlight real-world experiences on the water while reinforcing safety messaging.
WSF Executive Director Jim Emmons said the move represents a long-awaited step forward for the organization.
“For many years, we’ve wanted to include the services of a top creative design agency in our boating safety campaigns, but it wasn’t until this year that we were able to pull it off,” Emmons says. “The designs from Emily Dale and the team at Black Oak are outstanding and have helped push the Water Sports Foundation into a new era of outreach.”
WSF Content Director Jeff Moag added that the new campaign focuses on the emotional connections that draw people to the water.
“We’re extremely pleased with these dynamic new ads, which showcase the experiences that make boating so rewarding,” Moag says. “These are activities we share with people we love, so of course, enjoying them safely is a natural part of that message.”
The first ad in the series, titled “The Moment That Matters,” features a family scene with a couple holding hands as their young son approaches their boat. It is scheduled to appear in the April issues of Boating, Lakeland Boating and Southern Boating magazines.
Additional creative executions highlight a range of on-water experiences, from paddling through remote river canyons to landing trophy fish and spending time boating with family and friends. The WSF plans a broad media rollout throughout the spring and summer, with print and digital placements across 35 boating and paddling outlets.
Funding for the initiative comes through grants from the Sport Fish Restoration and Boating Trust Fund, administered by the U.S. Coast Guard. The WSF received funding in October 2025 to support six recreational boating safety outreach projects.
More information and campaign
creative can be found at the watersportsfoundation.com website.
Suzuki Marine has partnered with Fuel 1 to provide an opportunity for its dealer network to offer certified Sustainable Marine Fuels to its customers right from their facilities.
Working with Fuel 1 provides Suzuki Marine dealers with advantages, according to the company, such as the ability to deploy a fully supported fueling ecosystem with zero capital investment. Fuel 1 will provide free Micro-Station Deployment; fully branded portable fueling stations installed at participating dealer locations.
In addition to direct fueling solutions, portable distribution systems including 20-gallon exchange pods and tote programs make it easy for customers to fuel their boats with PurFuels’ 93-octane, ethanol-free fuel that has been developed specifically for marine operating conditions.
“Making sustainable marine fuels more accessible in different areas of the country is a great win for our dealers and customers alike,” says Brandon Cerka, Suzuki Marine vice president of sales and marketing. “This partnership is also a major step in Suzuki Marine’s ongoing effort to reduce the environmental footprint of boating. We have long supported the industry’s efforts to educate the boating public about these cleaner burning, more sustainable fuels. Now, we are stepping up to the plate to help get this fuel to more boaters, using their trusted Suzuki Marine dealers as the source.”
Fuel 1 will manage all compliance, liability, inventory, refueling and point-of-sale systems, according to the company, making it easy for dealers to provide this service to customers.
Freedom Boat Club just acquired the Freedom Boat Club of Greater Boston & Cape Cod franchise operations, the largest current franchise in the Freedom network.
The acquisition includes 21 locations across Greater Boston, Cape Cod and surrounding areas, according to the company, further expanding Freedom’s corporate club portfolio in the Northeast. The transaction also includes a Maintenance Operations Center and Dealership anchored by a 7,200-square-foot facility.
The Greater Boston and Cape Cod operation was founded and grown under the leadership of Matt Carrick and Matt O’Connor, according to the company. The club is recognized for consistent membership growth and satisfaction as well as strong operational performance.
“This acquisition is an exciting step for Freedom Boat Club in the Northeast, and a natural fit for our growth strategy,” says Cecil Cohn, president of Freedom Boat Club. “We’re acquiring a thriving club with a long runway for growth in a premier market, a state-of-the-art Maintenance Operations Center we can leverage across our Northeast operations, and a high-performing boat dealership to diversify and advance our fleet resale capabilities. Carrick and O’Connor have built an outstanding operation with a proven track record and a talented team of future leaders. We’re looking forward to building upon that foundation as we continue to scale the world’s largest boat club.” Following the acquisition, O’Connor and Carrick will remain Freedom Boat Club franchisees, according to the company, continuing to operate their club locations in Ocean and Monmouth County, New Jersey, and remaining actively involved in the ownership group running Freedom Boat Club of Ohio and Freedom Boat Club of Pittsburgh.
“We are proud of what we built in Greater Boston and Cape Cod, and we’re excited for what lies ahead under Freedom’s corporate leadership,” says Carrick. “Our members are in great hands, and we are excited to remain active franchise owners in other markets across Freedom Boat Club’s global network.”