Recently, I watched the skipper of a new center console on Georgia’s Savannah River struggling to reach the ramp’s dock in a ripping current. After several failed attempts, he rammed the dock hard enough to put a noticeable gouge in the hull side. Then he needed half a dozen attempts to back his trailer down, and only succeeded with our coaching. We helped him get his boat on the trailer, and after he pulled forward, he rested his head on the wheel while muttering to himself.

I tried to console him by telling him we’d all been there, but he looked at me with an exasperated stare and said through clenched teeth, “I just retired and bought this boat to relax. Do I look relaxed to you?”

Similarly, my nephew, Kyle, bought a new boat for the first time last year. When we visited in Maryland for Thanksgiving, I noticed it was on a trailer, uncovered. I casually asked if he had winterized his boat, and I was met with a blank stare. Later, I discovered that he thought the engine trim for his outboard was merely for raising it after loading it on the trailer. I asked if his dealer had given him any instructions, and he said no, because the weather didn’t cooperate on their scheduled outing day. I asked if he thought his purchase was worth it, and he said yes, but only by an inch.

We’ve all seen boaters who look lost. In the past couple of years, they seem to have multiplied. “When Covid-19 hit, dealers were already experiencing staffing issues, particularly in the service departments,” says Matt Gruhn, president of the Marine Retailers Association of the Americas. “Some dealers had to cut corners to get boats prepped, onto trailers and out the door. When this happened, their customer experience initiatives were compromised.”

According to MRAA statistics, more than 800,000 people bought boats for the first time in 2020 and 2021, while in 2022, another 312,000 were added. Data from the National Marine Manufacturers Association shows that these new buyers were younger and 1.5 times more likely to be women.

While statistics indicate that 42% of first-time owners leave boating within five years, that number could potentially be higher if new boaters keep struggling to enjoy the sport. Could the marine industry be in danger of squandering its unexpected gift?

In the two anecdotal cases here, the lack of a post-sale demo adversely affected boating enjoyment. It’s common sense that if a boater doesn’t get off to a good start, he or she will be less likely to continue the boating journey. It’s not just about showing the boater how to operate all the systems and learn how to launch and drive. A custom-tailored demo with guidance about the boating area is perhaps the most powerful tool for starting new boaters on a path that will lead them to become enthusiasts.

According to Customer Service Intelligence, one of the first casualties of the pandemic was plummeting scores of customer service satisfaction on sales and delivery. In April 2020, dealers scored an average of 96.65, but by June, the number had dropped to 90.45. Most telling was the 77.17 score for the question: Has the person who sold you the boat contacted you since the sale? Deeper into the pandemic, many dealers reported record sales, but also a burned-out sales force with no time for followup.

To empower dealers, the MRAA unveiled the “Keep Your Customers Boating” program, which is free to members. One of the first tips focuses on the power of following up. A simple call to see how things are going can head off potential problems. If the staff is stretched too thin, the program advises dealerships to outsource followup to companies like CSI, which offers discounted services to MRAA members for around $11 per customer. The point is to emphasize not just sales, but also the customer experience.

“If a family goes on at least five outings during the season, that’s often the tipping point that will keep them on board for at least another year,” Gruhn says. “New technologies from companies like Radian IoT and Siren that track customer usage could be valuable to dealers. If a dealer sees an owner isn’t using his/her boat, it could take proactive steps to remedy that situation. The dealer could also help a customer’s enjoyment of a boat by letting him know in advance if his battery is low rather than showing up at the dock and being disappointed.”

Success Strategies

Fortunately, many newcomers are also likely to remain boaters. Antonio Rodriguez, who bought a Sea Ray 260 SLX from MarineMax in Palm Beach, Fla., had some previous experience on friends’ boats, but he and his wife had never owned one. Their first boat was perfect for them and their two young daughters. Their first outing was one of MarineMax’s Dayaways to Peanut Island in Fort Lauderdale. This trip primed their enthusiasm. After having a son, they upgraded to a 34-footer from Cruisers Yachts so they could take a two-week adventure to the Florida Keys and, later, a trip to the Bahamas.

MarineMax found lots of ways to connect with new buyers during the pandemic. In early 2020, its website added a “New to Boating” section, which generated a 461% increase in page views compared with the previous year. MarineMax also used the internet to teach boaters new skills. A weekly Facebook Live stream called “Boating Tips Live” features captains who field questions. Videos on the website offer advice on a wide range of topics, from docking to using a VHF radio.

Other dealers used technology in different ways. About four years ago, Sean Horsfall, the third-generation owner of Len’s Cove Marina in Portland, Ontario, created YouTube instructional videos called “Len’s Cove Lessons in Boating.” To date, he has about 100 of them online, and they have garnered more than 7 million views. Not only do they help new boaters learn the ropes, but they also serve as a subtle yet powerful marketing tool.

Horsfall suggests producing at least 20 to 40 videos a year, because anything less won’t generate the necessary following. Only after 40 videos were up did the views jump from 600 a day to more than 10,000 a day. One of the videos, “Common Problems With Pontoon Boats,” has generated more than a million views. Horsfall also advises dealers to hire a professional videographer, to ensure that details like lighting and sound are optimal.

Other brands to check out for ideas about how-to articles and videos are Sea Tow, BoatUS and the Watersports Industry Association.

Yet another potential opportunity is with new owners who purchased boats that didn’t match their lifestyles. A different boat could increase their enjoyment. “Once you get a customer to buy a second boat, the five-year attrition rate drops from 42% to 24%,” says Jack Ellis, managing director at Info-Link Technologies. “Even better, if a customer buys a fourth boat, the number drops to 12%.”

Peter Houseworth, Info-Link’s director of client services, says early post-pandemic data indicates that the attrition pattern is similar to pre-Covid levels. Still, some experts say, the time is now to keep more of these new boaters in the sport.

“Many of the boats sold in 2020-22 were direct-order, higher-end boats,” Gruhn says. “Younger, first-time buyers typically favor entry-level boats, which were in low supply. Now that those boats are returning to dealer inventory, they could satisfy some of that pent-up demand. The expansion of boat-club membership could also be a valuable avenue to bring younger boaters into the market.”

By implementing enhancements to the boating experience and getting boaters to use their boats more often, the influx of new blood could be the gift that keeps giving, rather than one that gets returned. 

This article was originally published in the March 2024 issue.