The year 2023 saw a lot of progress made on behalf of the marine industry. The National Marine Manufacturers Association is entering the new year with a strong foundation, and with the right strategies and focus, to meet today’s greatest challenges.
Driving the NMMA’s direction and efforts are the following four board-approved and industrywide priorities: solidifying the NMMA’s proactive political influence at the federal, state and international levels; driving and advancing the industry’s environment, safety and corporate social responsibility initiatives; attracting and retaining the next generation of boating consumers; and establishing the NMMA as the leading data hub for industry and consumer trends.
Last year, the list of accomplishments in support of our strategic priorities was extensive. We led the industry’s defense of the National Oceanic and Atmospheric Administration’s harmful Vessel Speed Restriction Rule, and we conducted economic impact studies that are vital to our advocacy in the United States and Canada. We moved our North American headquarters to Washington, D.C., and our Canadian office to Ottawa. We delivered a record-breaking year for Discover Boating.
There is no question that the NMMA team brings a deep sense of purpose to ensuring the growth and success of the recreational boating industry. Here are a few more highlights and key industrywide advancements we made in 2023.
The NMMA championed vital initiatives that will have a lasting impact on the industry. The introduction of the Lake Access Keeping Economies Strong (LAKES) Act is a testament to our commitment to climate resilience and recreation access. This bipartisan legislation is a cornerstone in securing essential funding for the maintenance of recreation access at lakes and reservoirs, ensuring a sustainable future for boaters.
As an industry, we remain focused on protecting boating access from harmful vessel speed restrictions. From bipartisan, bicameral legislation to appropriations language, public briefings and testimony in congressional hearings, we have left no stone unturned. The launch of CoastalRecreation.org further amplifies our outreach, providing a platform to advocate for the interests of the entire boating community.
Discover Boating again proved its efficacy as a powerful catalyst for industry growth, with 5.4 million visits to its websites and nearly 2 million consumers introduced to manufacturers and dealers. The strategic use of social media, website referrals and the innovative Boat Finder tool has not only attracted a diverse audience, but also has elevated the industry’s digital presence.
Our commitment to enhancing the boat-show experience reached new heights with the Boat Finder online tool, which empowered more than 162,000 individuals to embark on the boat-shopping process ahead of attending a show. With an average user viewing more than 53 boat models and spending four and a half minutes shopping — nearly five times the industry average — we have set a new standard for the show experience.
The 2023 Discover Boating boat and sport shows, in partnership with Progressive Insurance, drew more than 330,000 visitors. The success of these events, fueled by floorplan expansions, enhancements to the show experience, and the launch of the Boat Finder tool, attests to the allure of boating in capturing current boaters and next-gen customers.
The 2023 Economic Impact Study provided comprehensive business intelligence to our members and stakeholders, encompassing every U.S. state and congressional district as a valuable resource that provides insights on key economic trends shaping our industry’s trajectory.
The publication of annual Statistical Abstracts in the United States and Canada helps to improve our collective understanding of retail and sales trends across the industry, empowering industry stakeholders to make informed decisions and adapt to changing market dynamics.
In fiscal year 2023, the NMMA certified 159 boat brands, underscoring our industry’s commitment to quality and safety. We also published five SAE standards governing personal watercraft certification and made updates to two standards.
Our efforts to strengthen relationships with the Canadian government and stakeholders included the strategic relocation of NMMA Canada headquarters to Ottawa, coupled with the appointment of Marie-France MacKinnon as a bilingual executive director.
As we chart our course in 2024, the NMMA remains steadfast in our commitment to advocacy, market expansion and sustainability on behalf of the North American recreational boating industry. We will build upon the successes of 2023, leveraging our achievements in advocacy, business intelligence, certification, Discover Boating, boat shows and international collaboration to advance our strategic initiatives and propel the industry forward.
There is always a mix of hope and uncertainty that comes with the start of every new year, especially one that hosts a presidential election. Trust that the NMMA stands at the ready. We are committed to delivering meaningful impact and greater value for all our stakeholders. Together, we will navigate the currents of change, ensuring a vibrant and sustainable future for the recreational boating industry.
Frank Hugelmeyer is president of the National Marine Manufacturers Association.
This article was originally published in the February 2024 issue.
