NMMA and MRAA introduced a new way to measure how Discover Boating is performing and how effectively the industry is growing the recreational boating category over time.
The new Discover Boating Health Score Index (HSI) is a monthly summary of key performance metrics across the early stages of the customer journey (Reach, Inspire and Engage). Designed as a dashboard for market momentum, the HSI helps simplify complex marketing data, reduce noise and show whether Discover Boating is moving in the right direction.
“The Health Score Index reflects a strategic, data-driven approach to understanding how people are discovering and engaging with boating,” said Ellen Bradley, senior vice president and chief brand officer for NMMA. “Developed in collaboration with the industry-appointed Advisory Group, the HSI helps us move beyond individual marketing metrics to better understand broader consumer trends, where Discover Boating is making an impact and how the industry can work together to strengthen participation over time. By combining campaign performance, consumer behavior insights and ongoing testing, we’re building a clearer picture of what’s resonating with today’s audiences and where future opportunities exist.”
How the HSI is Used
The HSI provides the NMMA, MRAA and their members with a shared fact base to better understand what’s working, what’s changing and where to focus attention related to Discover Boating. It is intended to support strategic oversight, trend monitoring and prioritization of marketing investments rather than day-to-day operational decisions.
Why This Matters for Your Business
Discover Boating’s role is to build awareness, interest and participation in boating—crucial early steps before someone rents, joins a club or ultimately purchases a boat. As Discover Boating spurs interest and participation indicated by improved scores, there will be more potential boaters for OEMs and dealers to sell to. OEMs and dealers have to meet prospects who signal intent in the middle of the customer journey to further engage and convert them to buy their products and services. The HSI measures performance in the early stages of the customer journey (reach, inspiration and early engagement), which may influence future sales.
April 2026 Performance Snapshot
At the end of March, Discover Boating launched its “See You Out Here” spring and summer campaign. This year’s approach includes testing new methods to reach the right audiences while improving overall budget efficiency. As the work evolves, campaign and test-and-learn results will continue to be integrated into the Health Score Index. Early indicators are encouraging, with initial paid media testing showing positive performance lifts across key target markets.
In April and May, Discover Boating is testing paid media targeting performance against markets where no Discover Boating media is running. While it’s very early data over a short time frame, the first two weeks of the paid delivered encouraging results, driving 2.4 times more website traffic and 2.6 times the number of hand-raisers vs. markets with no paid media support. Overall, April drove an estimated 335,000 incremental website visits and 25,000 hand-raisers. Discover Boating will adapt to the findings of these tests throughout the season to continually optimize its paid media targeting. These tests are continuing through July and in addition to targeting (where we fish) will assess creative (what bait we use) and paid media investment impact (how we measure the catch).
What the April Score Means
The Health Score Index for April is 91% compared to our target benchmark of 100%. Think of this like a cell phone battery: 100% represents optimal performance, 91% still reflects a strong and healthy position rather than a low-battery scenario. Overall performance is tracking slightly below expectations compared to last month and the same period last year. However, key consumer indicators, including search trends and participation activity, continue to remain stable and encouraging, signaling that underlying consumer interest in boating remains positive as we move further into peak boating season.
What Drove This Month’s Results
April reflects a mix of expected slowdown and early positive signs as we shift into the spring/summer season:
- Reach remains strong, although the delayed start to some Discover Boating marketing activity reduced how often consumers were seeing Discover Boating messaging and content across advertising and media channels earlier in the season. Even with that slower start, overall awareness and exposure remain ahead of last year, and consumer search trends continue to show steady growth as boating season begins.
- Inspire continues to track below baseline pace; however, we are seeing encouraging month-over-month improvement in DiscoverBoating.com traffic following the campaign launch, which is already generating strong early traffic performance and helping rebuild momentum heading into peak season.
- Engage showed positive early momentum in April. Participation increased compared to last year, signaling that more people are actively getting out on the water. While boat show attendance has naturally leveled as the winter show season concluded, “Hand Raisers” -consumers who actively show interest in boating by requesting information, signing up for updates, connecting with manufacturers or dealers, or taking other meaningful next steps remain below pace primarily due to the intentional pullback in “always-on” paid search investment tied to the current test-and-learn strategy, which is designed to optimize future efficiency and performance.
The HSI is helping enhance how Discover Boating performance is measured so we can separate real impact from normal seasonal changes while testing campaign approaches to understand what works best and where future investment should be focused. This work is designed to:
- Drive qualified interest in boating
- Reach the right audiences effectively
- Use marketing dollars efficiently
- Support long-term industry growth
Bottom Line
- April performance is tracking slightly below goal, which is consistent with the later timing of the campaign launch
- With the campaign now fully in market, performance is expected to strengthen as awareness, engagement, and optimization efforts continue to build over the coming months
- Early indicators are beginning to show encouraging movement, with more meaningful and actionable insights expected as additional data becomes available
The HSI is a monthly update for NMMA and MRAA members, as well as industry stakeholders. Access the full HSI dashboard and frequently asked questions by clicking HERE.
Contact NMMA's Maggie Maskery at [email protected] with questions or for more information. |