How the Boating Market is Evolving

Over the past couple of decades, recreational boating has undergone significant change, and it continues to evolve. The changes extend across who is boating, what they want, how boats are designed and built, the materials and propulsion systems being used and how manufacturers and marinas respond to the ever-changing demands.

One thing remains remarkably consistent: the public’s enduring and ever-increasing attraction to being near, on, in or simply dreaming about the water. That connection is reflected in music, movies, advertising and popular culture. Yet despite this powerful and seemingly timeless appeal, many segments of the recreational boating industry are under pressure.

There are a lot of reasons, from the world’s current economic and political uncertainties, inflation and tariffs to rising debt, concerns about disposable income and the number of competing experiences and activities available.

The overall boating industry has numerous reports and statistics from varying sources. While the exact numbers may differ, they are not as important as the trends and insights they portray, which can be very relevant to individual markets and marina operations.

A Changing Boat Market
Keeping in mind that new boat sales have traditionally been cyclical, the overall boat sales numbers so far this year do point to a global decrease in both dollar value and number of units sold. According to the National Marine Manufacturers Association (NMMA), retail sales in the United States through the month of May were off approximately 8.8% as compared to 2025. NMMA also estimated that new boat sales for 2025 were approximately 232,000

units, down from approximately 263,000 in 2024. At the same time, used boat sales have risen and are estimated to be between 65% to 80% of the total number of boat sales in the United States. More importantly, according to Denison Yachting as published in IBI, the time needed to sell new motor yachts in North America averaged 279 days in 2025, up 50 days from 2024, while used boat sales averaged 139 days, up 16 days for the same period.

Interestingly, average sale prices rose 4.9% in 2025 to $169,997. Vessels in the 36- to 45-foot class remained the most resilient category, with the average sale price around $265,000. Early data for 2026 suggests that the time needed to sell new powerboats has risen all the way to 360 days.

Meanwhile, although the superyacht segment in the United States grew by approximately 12% in 2025 as the total value of boats increased by 22% to $1.0 billion, unit sales numbers for the beginning of 2026, as reported by IYC Yachts, also in IBI, were down 35%, mostly in the new boat category, though with the average value of those boats that were sold going up by 15%. Overall, the superyacht segment, particularly the higher end of it, has tended to be doing pretty well.

Also doing relatively well have been certain niche markets such as the performance ski and wakeboard boats at the mid- to high-end price tags.
In the not-doing-so-well category are the entry level runabouts and sailboats, whose new boat sales were down 28% and 22%, respectively, as noted by Maryline Bossar of Current Yachts in her Full Displacement Podcast, and based on her conversation with and work done by Peter Houseworth, of Info-Link Technologies, involving a study of boat registrations in all 50 states. Another sailboat stat that really gets one’s attention is that at the peak of the new sailboat market in 1984, around 6,000 boats were sold, while last year the number was around 300.

Then there is the pontoon boat market, which accounted for one in eight new powerboat sales in the United States in 2000, and accounts for one in three today. There are now more than 1.3 million pontoon boats currently registered in the United States. While one can still find a relatively inexpensive basic new model starting at around $20,000, you now can also find top-of-the-line models ranging up into the $300,000s. The main market appears to be above the entry level in the $50,000 to $70,000 range. Long positioned as being among the most affordable and easy boats to own and operate, it is perhaps not surprising that it is estimated that more than half of buyers are first-time boaters. Following their rise, particularly during the pandemic boat-buying boom, it is also not surprising that 2026 new boat sales appear to be on a market correction trajectory. It is easy to suspect that not all those new pandemic-era boaters are sticking with it, resulting in more not-too-old used boats being up for sale.

That development matters beyond the pontoon segment. The industry needs to recognize that attracting someone into boating is only the first step. Keeping that person engaged is increasingly dependent on how easy, convenient and enjoyable the boating experience becomes.

Propulsion, Design and Amenities
Another striking statistic in boating news is that 87% of boats sold in the United States last year were powered with outboard motors. It is not unusual to see outboards powering not only performance boats (waterski, wake, surfing, racing) but even cruising yachts up to 60 feet with multiple units. This trend has in part been based on the relative ease with which outboards can be replaced. At the same time boat service technicians often report that outboard engines, while easy to replace, are much more costly to run, and some cruising-boat manufacturers are considering switching back to inboards at customers’ requests.

Other design trends are equally important. Twin-hull and multihull boats continue to gain popularity in both cruising and performance applications. While this trend has long been popular in Europe, it is gaining favor in the United States and elsewhere. Below deck, interior design has evolved from an afterthought into a major selling point. Family-oriented cruising boats are being designed around comfort and convenience, with manufacturers making use of virtually every available square inch to incorporate amenities.

The Boater is Changing
Perhaps the most important long-term trend is demographic.

Roughly 25 years ago the average age of boat owners was in the 40s, while today the average is 60 to 69 years old. The sweet spot for boat lengths in the same periods was in the 25-to-35-foot range and today tends to be in the 40-to-60-foot range. Over the same time, we have also seen the hours per outing and frequency of use trend downward, particularly for younger boat owners.

These trends point to a fundamental challenge: boating is expensive, time-consuming and demanding. Ownership requires not only the money to purchase a boat, but also the time and resources to maintain, operate and enjoy it.

That helps explain the growing popularity of boat clubs.

The Boat-Club Alternative
Boat clubs provide an alternative for people who want access to boating without assuming the full financial and operational burden of ownership. As clubs grow the types of boats available and expand into more locations, customers now have the ability to travel to various destinations and enjoy boating.

This is a significant draw to those seeking limited boating while on the road, particularly with the family.

Most clubs are not taking the condo/timeshare approach but are offering more flexibility for the users both in terms of time and monetary commitment. It is a great way to “get one’s feet wet” without diving into the deep end of the pool.

What This Means for Marinas
For the marina industry, the implications can be summarized in two words: flexibility and service.

Those concepts will look different from one marina to another because markets vary dramatically. Coastal marinas, river marinas and lake facilities face different boating patterns, vessel types, water depths, weather conditions and customer expectations.

Boat building is changing. Boats continue to be longer, wider, deeper, and markets keep evolving based upon the locations, water depths, area to boat in and population. Having flexibility in terms of the physical plant layouts, whether for in-water slips or rack storage, is becoming more valuable.

This takes some thought and guesswork in planning for retrofitting, reconfigurations as well as new facilities. Every pontoon manufacturer, rack storage builder, contractor and even designers all believe and claim to be the best, but every site is different. Natural water depth, storm protection, available acreage, access, local demographics and the type of boating the property can support all influence what will work.

There is no universal solution. The important question is what makes a particular facility different and what market it can realistically serve while remaining economically rewarding.

The Growing Importance of Service
Marinas also face significant challenges involving fueling, electrical capacity and power delivery to slips. Technology continues to evolve, and the industry will likely see different facility models emerge to serve different boating markets. Fueling and electrical infrastructure will remain among the more expensive – and strategically important – elements of marina development.
Regardless of the market, customers are looking for a genuine hospitality experience.

Providing services can create customer loyalty, generate additional revenue and contribute to the marina’s long-term profitability.

Unfortunately, there has also been a trend toward reducing or eliminating service departments because they are expensive to operate and because attracting and retaining skilled employees has become increasingly difficult. But that may prove shortsighted.

Today’s boat owners, particularly newer owners, often have little tolerance for things that do not work. They have limited time available for boating, and when they finally get that time, they expect the experience to be easy and trouble-free.

A dead battery, an engine problem or another relatively minor issue can turn a planned day on the water into a major frustration. Yet many of these problems can be diagnosed and resolved by a trained technician in an hour or less. When a marina can solve the problem quickly, it can turn a potentially negative customer experience into a positive one.

That is the difference between selling a service and creating loyalty.

Concierge boat-preparation services can also make a meaningful difference. Whether offered for an additional fee or incorporated into the overall service package, these services can include testing and charging traditional batteries, checking engines, fueling or charging the electric boat’s batteries, provisioning and making sure everything is ready before the customer arrives.
The objective is simple: make the customer feel that the marina is taking care of them and their boat.

Boaters may dislike feeling that they are being “nickeled and dimed,” but newer boaters in particular appear willing to pay for services they perceive as valuable. The key is not necessarily to provide everything for free; it is to provide meaningful value and make that value clear to the customer.

The Human Connection
Technology will continue to play an increasing role in marina operations, but there is an important distinction between using technology to improve service and using it to replace service.

Making an artificial intelligence (AI) agent the primary telephone interface for a marina is unlikely to improve the customer experience. It most often adds to frustration, irritation and resentment. Most marina calls involve specific situations that do not fit neatly into a predetermined menu of answers. Customers often need someone who understands the context of their question and can take action.

The telephone is frequently the first point of contact between a marina and its customer. That first interaction matters. Customers may appreciate technology when it makes their lives easier, but they also value human contact when something important needs to be resolved.

For marinas, that distinction is especially relevant. Boating is supposed to be enjoyable. When customers have limited time on the water, every hour matters.

Looking Ahead
The recreational boating market is changing in fundamental ways. Boat sizes, propulsion systems, designs, ownership demographics and consumer expectations are all evolving. Some segments are contracting while others are expanding. Used boats are becoming increasingly important, boat clubs are providing an alternative to ownership, and customers are demanding greater convenience and value.

For marinas, these changes create both challenges and opportunities.
The most successful facilities will likely be those that understand their specific market, remain flexible enough to adapt to changing boat types and customer needs and provide the services that make boating easier rather than more complicated.

The future of boating will not be defined simply by how many boats are sold. It will also depend on how successfully the industry converts boat ownership and boat access into enjoyable experiences that people have the time, confidence and desire to repeat.

There are certainly challenges ahead, but by focusing on flexibility, thoughtful planning, technology where it genuinely helps and – above all – service and hospitality, the industry can continue building a meaningful, enjoyable and economically rewarding future for boating.

Dan Natchez, CMP, is president of DANIEL S. NATCHEZ and ASSOCIATES Inc. He can be contacted by phone at 1-914-698-5678, by WhatsApp at 1-914-381-1234, by email at dan.n@dsnainc.com or online at www.dsnainc.com.

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