Matt Gruhn: Evolving with Today’s Consumer to Build Boating’s Future

Consumer expectations are changing quickly—and the recreational boating industry must evolve with them.

In a new video, Matt Gruhn, MRAA President and a member of the Market Expansion Advisory Group, highlights a critical shift the industry must make to remain relevant: looking beyond how consumers shop, purchase and experience boating today to anticipate what they will expect tomorrow. As Gruhn explains, it is no longer enough to meet consumers where they are; the industry must stay ahead of where they are going.

That forward-looking mindset is central to the market expansion strategy being advanced by NMMA and MRAA, with guidance from the industry-appointed Advisory Group. Informed by consumer research, ongoing testing and performance insights, these efforts are providing a clearer understanding of high-potential audiences, barriers to participation and how the industry can create experiences that align with consumers’ changing interests, lifestyles and expectations.

Watch the video to hear Gruhn’s perspective on why anticipating consumers’ needs is essential to building boating’s future.