Christi Romero’s journey with The Sportsman began in 1988 as a receptionist earning $3.35 an hour. Over time, she moved through parts, service, office manager and general manager roles before purchasing the business in 2020.
That was after she declined second-generation owner Rob Youker’s first request for her to buy it. “My husband and I were debt-free and planning for retirement,” she says. “But I couldn’t let the business go to investors. I couldn’t let my work family, our customers or our business partners face that change. So I took a deep breath, and I haven’t looked back.”
Based in San Benito, Texas, The Sportsman usually employs 13 or 14 people and serves as the exclusive dealer in its region for Shallow Sport Boats, SCB Boats and Freedom Boats. The dealership sits near South Padre Island, Arroyo City and Port Mansfield, all connected to the Lower Laguna Madre, a shallow-water fishing destination with a specialized and passionate customer base.
“Shallow Sport and SCB are especially meaningful to us,” Romero says. “Both are built locally by a three-generation, family-owned business, representing craftsmanship and legacy right here at home. Freedom Boats, also Texas-made, has quickly become one of the fastest-growing shallow-water boat lines, and we’re excited to be part of that momentum moving into 2026.”
The Sportsman also offers outboards from Yamaha, Suzuki and Mercury, along with McClain and Coastline trailers. Its service department includes authorized technicians for Yamaha, Suzuki and Evinrude, and the team handles boat and trailer rigging. The dealership also has 45 dry-storage units available for rent. “It’s all part of our commitment to providing top-notch service and supporting our boating community every step of the way,” Romero says.
Employee Wellness
“Our work family is at the heart of everything we do,” Romero says. “Their wellness isn’t just important. It’s one of our core values. We are only as strong as the people who make up our team, which is why we prioritize their health physically, mentally and emotionally.”
In today’s market, consistency in service and value matters more than ever, she says. That customer demand requires experienced staff and highly trained technicians. “Every company milestone, every win, big or small, is their win too,” she says.
Last year marked the highest gross sales in the company’s history. The dealership also turned a profit this past December and January — months that had traditionally produced losses. “That kind of progress speaks to the strength and resilience of our business,” Romero says.
Still, she acknowledges ongoing challenges: “The market has become more competitive. With higher interest rates and some dealers heavily discounting overstocked inventory, it can create pressure. We’ve adapted where needed, offering additional discounts or helping customers secure better financing when possible.”
Community on the Water
Romero and her team emphasize community-driven events that reflect the boating lifestyle. The dealership hosts five events each year. Three Boatin’ & Floatin’ events — in May, July and September — are free on-the-water gatherings open to everyone. “No brand loyalty, no dealership ties, just a community coming together to enjoy the day,” Romero says. “We’ve seen up to 200 boats at a single event. None of this would be possible without our sponsors, who help cover expenses in exchange for advertising and continued support.”
In June, the dealership takes a major role in the Port Mansfield Cut & Beach Clean Up, which draws up to 60 boats and more than 300 volunteers. In October, the dealership organizes Ladies in Wading, a free event for 25 women interested in learning to wade-fish. Spots fill quickly after the event is posted on Facebook.
“I truly believe in giving back to our community,” Romero says. “God has blessed me in countless ways, and I firmly believe in paying it forward. Sometimes people say I give too much, but I feel like I haven’t done enough. I don’t give expecting anything in return, but it always comes back in ways you don’t expect.”
Marketing and Momentum
Throughout the year, The Sportsman uses a marketing mix of social media, its website and in-person connections through fishing tournaments (as a participant and as a sponsor). Recently, the team expanded into golf tournaments, bringing in new prospects. It has also begun using YouTube and TikTok to reach younger customers.
“That said, social media continues to be our most powerful tool,” Romero says. “In many cases it’s free, and it gives us real-time insight into growth, engagement and what connects with our audience.” At its core, she says, the strategy is simple: Stay visible, stay adaptable and meet people where they are.
Romero does not anticipate major strategic changes in the next six months, but she remains mindful of how quickly conditions can shift. “If the pandemic taught us anything, it’s not to take stability for granted,” she says. “Just when it feels like things might level out, the landscape shifts again.”
Still, her outlook remains steady. “I’m incredibly grateful,” she says. “No matter what comes next, we’ll keep showing up, adapting and operating the way we always have — with consistency, resilience and pride in what we do. Here’s to hoping for a stronger economy and continued growth ahead. But regardless, we’ll be ready.”
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This story originally appeared in the May 2026 issue of Soundings Trade Only.
