NMMA

What NMMA does

NMMA (National Marine Manufacturers Association), founded in 1979 via the merger of the Boating Industry Association of Chicago and the National Association of Engine & Boat Manufacturers (with roots to 1904), is a non-profit 501(c) trade association headquartered in Washington DC with operations in Chicago. It represents approximately 1,300+ member companies across four divisions — Boat Manufacturers Division (200+ brands, 85%+ of U.S. boat sales), Engine Manufacturers Division, Marine Accessories and Components Division (~600 members), and Associates — collectively producing an estimated 85% of marine products used in North America. NMMA's core offerings include NMMA Certification programs (boats, trailers, PWCs, and marine oils aligned to ABYC standards), federal and state advocacy including BoatPAC and the American Boating Congress, business intelligence publications (U.S. and Canadian Recreational Boating Statistical Abstracts, Monthly Shipment Report, Marine Leadership Barometer, New Powerboat Registrations), and the Discover Boating consumer awareness campaign (DiscoverBoating.com, 4.2M annual visitors, 1.5M member referrals).

NMMA's revenue model is membership-dues-driven (annual and quarterly, scaled to member company sales) plus certification fees (~$2,500 average annual cost), boat show and IBEX exhibition fees from 20+ annual shows and co-production of the IBEX trade event, and publication/data licensing ($5,775 Statistical Abstract for non-members, $3,199 MSR subscription). Discover Boating engine assessments of $4.50-$50 per engine provide an additional scaled revenue stream tied to industry unit volume. The go-to-market is hybrid: sales-led direct membership recruitment combined with event-driven member engagement and consumer-facing brand marketing via Discover Boating. Member benefits include boat show booth discounts of 5-27%, free market research valued at over $10,000, UPS shipping savings up to 45%, Marine Industry Retirement Plan access, and complimentary trade credentials.

Strategically, NMMA is investing in long-term industry growth initiatives (Market Expansion Advisory Group with MRAA, Discover Boating Health Score framework, alternative propulsion Innovation Awards, WAVS Taskforce technology advocacy for right whale protection) while navigating 2024-2026 industry headwinds including a 9.1% decline in new powerboat retail unit sales, Section 232 tariff impacts, and elevated fuel costs affecting consumer behavior. The association holds a near-unique position as the de facto industry body for U.S. recreational boating, with no viable competing association of comparable scope or member share.

Name

NMMA

Legal name

National Marine Manufacturers Association

Website

https://nmma.org

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

101–250 employees

Short description

NMMA is a non-profit U.S. trade association, founded in 1979, representing approximately 1,300+ boat, marine engine, and accessory manufacturers producing 85% of North American marine products. It delivers certification programs, federal advocacy, market intelligence publications, consumer-facing Discover Boating marketing, and 20+ annual boat shows.

Ownership category

akta.pro rank

Product category

Marine Industry Trade Association

NAICS

Ship and Boat Building (3366), Ship Building and Repairing (336611)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting) (IMAJAIAG)

Keywords

• Marine trade association
• Boat manufacturer certification
• Recreational boating statistics
• Marine industry advocacy
• Consumer boat shows

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Membership Dues: Annual membership dues from approximately 1,300 member companies across Boat Manufacturers Division (BMD), Engine Manufacturers Division (EMD), Marine Accessories and Components Division (MACD), and Associates. Dues are based on total North American marine sales for the company's most recently completed fiscal year.
2. Boat Show Exhibitor Fees: Revenue from producing over 20 consumer boat and sport shows annually plus co-producing IBEX trade show. Members receive 5-20% booth space discounts.
3. Publications and Market Research: Sales of statistical abstracts, market reports, and industry data to non-members. The U.S. Recreational Boating Statistical Abstract sells for $5,775 to non-members (free for members). Monthly Shipment Report subscription available at $3,199 for non-members.
4. Product Certification Services: Certification fees for boat, trailer, PWC, and oil certification programs. Boat manufacturers must achieve NMMA Certification, with average annual cost around $2,500.
5. Discover Boating Assessments: Discover Boating engine assessments and Core Funding fees based on horsepower of engines sold. Per-engine fee ranges from $4.50 to maximum $50 for engines over 200hp, with two-engine limit.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

NMMA is a trade association that delivers member services to approximately 1,300 boat, marine engine, and accessory manufacturers across four divisions (Boat Manufacturers Division, Engine Manufacturers Division, Marine Accessories and Components Division, and Associates). Its core deliverables include NMMA Certification programs built on ABYC safety standards, comprehensive market research publications (Statistical Abstracts, Monthly Shipment Reports, Marine Leadership Barometer), federal and state advocacy representation, consumer-facing marketing through the Discover Boating brand and DiscoverBoating.com, and production of more than 20 annual consumer boat shows plus the IBEX trade event.

Product overview

NMMA (National Marine Manufacturers Association) is a trade association serving the recreational boating industry, not a product company. Its offerings consist of industry research publications (including the U.S. and Canadian Recreational Boating Statistical Abstracts, Monthly Shipment Report, Marine Leadership Barometer, and New Powerboat Registrations), trade events (IBEX and Discover Boating boat shows), advocacy programs (BoatPAC, American Boating Congress), and certification services for boats, trailers, PWCs, and marine oils. The core business intelligence offering centers on the Statistical Abstract family of publications and related market research reports available to members and non-members.

Differentiator

Problem solved

Functional benefit

Brands

• Discover Boating: Consumer outreach and marketing campaign to promote recreational boating, with DiscoverBoating.com hosting 4.2 million visitors and driving 1.5 million referrals to member websites.
• Discover Boating B2B
• BoatPAC
• American Boating Congress (ABC)
• Currents

Products and services

• U.S. Recreational Boating Statistical Abstract Annual comprehensive collection of facts and figures covering trends in U.S. recreational boating retail markets, export/import trends, and market size by segment. Sold to non-members for $5,775; free to NMMA members.
• Canadian Recreational Boating Statistical Abstract Most complete collection of facts and figures for the Canadian marine industry, examining new and pre-owned boat sales by province, trade flows, and demographics.
• Monthly Shipment Report (MSR) Tracks industry wholesale shipments of outboard motors, outboard boats, sterndrive boats, inboard boats, personal watercraft, jet drive boats, and trailers. Available by subscription ($500–$3,199/year depending on membership).
• Marine Leadership Barometer (MLB) Quarterly survey of senior executives at NMMA member companies serving as a critical tool for gauging the status, challenges, and evolving needs of U.S. recreational boat, engine, and marine accessory manufacturers.
• New Powerboat Registrations Report U.S. boat retail unit sales data updated monthly, examining powerboat sales by segment, hull material, propulsion, size, and geographic region.
• Industry Data Dashboard Interactive dashboard featuring select economic and industry indicators with trend data and charts for marine market analysis.
• Boat Building Production Forecast ITR Economics forecast of boat building production in the United States including forecasts on wholesale shipments, historical data trends, and rates of change.
• Economic Impact Infographics Economic impact data for recreational boating by U.S. state and congressional district to educate decision-makers on the industry's regulatory impact.
• Market Data Book Monthly report analyzing important data shaping the marine market including sales, market share, and consumer trends.
• IBEX (International BoatBuilders' Exhibition and Conference) The largest technical marine trade event in the world and trade-only forum for the marine industry to conduct business, share ideas, and accelerate new product development. Co-owned and produced by NMMA and Professional BoatBuilder magazine.
• Discover Boating North American public awareness and integrated marketing campaign focused on attracting new demographics and first-time boat buyers to recreational boating, with Boat Finder Tool connecting consumers with NMMA member manufacturers.
• NMMA Consumer Boat Shows Over 20 boat and sport consumer shows in key U.S. boating markets drawing more than 500,000 qualified boaters and outdoor enthusiasts annually.
• NMMA Certification Program Product certification programs for boats, trailers, personal watercraft (PWC), engine oils (TC-W3, FC-W, FC-W(CAT)), and marine components ensuring products meet American Boats & Yacht Council (ABYC) standards. Average annual cost around $2,500 per manufacturer.
• American Boating Congress (ABC) Annual premier advocacy event uniting all segments of the recreational boating industry in Washington, D.C. to engage with policymakers and advocate for industry priorities on manufacturing, trade, sustainability, and boating access.
• BoatPAC The recreational boating industry's political action committee supporting members of Congress from both political parties who understand the importance of the recreational boating community.
• NMMA B2B Member Directory Trade-only marketplace connecting buyers and suppliers across seven product categories. Active members access contact information including email and phone across Accessories/Components, Boats, Engines, Trailers, Services (Industry), Services (Consumer), and Dealers categories.
• Currents Newsletter Regular news briefing covering policy developments, market trends, economy, boat shows, certification, and industry news for marine professionals.

Quantifiable outcome

• 4.2 million annual visitors to DiscoverBoating.com driving 1.5 million referrals to member websites
• +4 more outcomes

Named customers18 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Marine Retailers Association of the Americas (MRAA)coreStrategic or Co-development PartnerJoint formation of Market Expansion Advisory Group to accelerate long-term growth in the boating industry. The group developed a strategic framework clarifying Discover Boating's role in top-of-funnel awareness marketing while manufacturers and dealers handle performance marketing and customer conversion. Commissioned Ipsos research and created Discover Boating Health Score measurement framework.
• Outdoor Recreation RoundtablecoreStrategic or Co-development PartnerCollaborative advocacy organization representing outdoor recreation industry interests. NMMA participates in efforts to urge policymakers to invest in recreation infrastructure, reauthorize the Legacy Restoration Fund, and pass the EXPLORE Act.
• American Boating Congress 2026 Co-HostscoreGTM or Marketing PartnerCo-hosting organizations for the 2026 American Boating Congress: American Sportfishing Association, Association of Marina Industries, Marine Industries Association of South Florida, Marine Retailers Association of the Americas, MTA of New Jersey, Massachusetts MTA, National Marine Lenders Association, Michigan Boating Industries Association, Ohio MTA.
• Boats GroupminorGTM or Marketing PartnerBoats Group sponsors NMMA B2B Member Lounge at Miami International Boat Show to support NMMA members and promote demand for new boats. Emphasizes role of marketplaces in connecting high-intent buyers with boat builders.
• Boating MagazineminorGTM or Marketing PartnerAwarded Boat of the Year to Yamaha's CrossWave WaveRunner at 2026 Miami International Boat Show, providing third-party validation of member product innovation.
• Professional BoatBuilder magazinecoreStrategic or Co-development PartnerCo-producer of IBEX (International BoatBuilders' Exhibition and Conference), the largest technical marine event in North America.
• American Boats & Yacht Council (ABYC)coreTechnology or IntegrationNMMA Certification ensures boats are built to applicable standards set by ABYC, the primary standards development organization for small craft boats.
• U.S. Coast GuardcoreStrategic or Co-development PartnerCollaborative relationship on boating safety regulations, recreational boating statistics reporting, and safety education initiatives.
• NMMA CanadacoreStrategic or Co-development PartnerNMMA Canada represents the Canadian recreational boating industry with Executive Director Marie-France MacKinnon serving on NMMA leadership.
• Progressive InsuranceminorGTM or Marketing PartnerDiscover Boating partnered with Progressive Insurance to launch a five-part video series engaging and educating next-generation boaters.
• Whale and Vessel Safety (WAVS) TaskforceminorStrategic or Co-development PartnerNMMA supports technology-based approaches to vessel strike mitigation through participation in WAVS Taskforce, which focuses on detection, aggregation, dissemination, integration, and risk reduction technologies for marine mammal protection.
• U.S. Bureau of Economic AnalysisminorOthersSource of outdoor recreation economic data used by NMMA for industry statistics. BEA released 2024 data showing outdoor recreation generated $1.3 trillion in nominal gross output.
• International Council of Marine Industry Associations (ICOMIA)coreStrategic or Co-development PartnerNMMA provides members exclusive access to ICOMIA Recreational Boating Industry Statistics Book and ICOMIA Economic Trends and Statistics as part of membership benefits.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Outdoor Recreation Roundtable: Cross-industry coalition advocating for outdoor recreation in Washington D.C., of which NMMA is a member. Comparable advocacy and policy convening function at a broader outdoor recreation industry level.
• Association of Marina Industries (AMI): Trade association representing the marina segment of the recreational boating industry, co-hosting NMMA's American Boating Congress. Comparable membership-driven association model serving adjacent marine customer segments.
• National Marine Lenders Association: Trade association for marine lending, floor planning, and consumer financing providers, co-hosting American Boating Congress. Represents the financial side of the same recreational marine value chain that NMMA's manufacturer members serve.
• International Council of Marine Industry Associations (ICOMIA): Global federation of marine industry trade associations. Provides NMMA members exclusive access to international recreational boating statistics and serves as the international counterpart to NMMA's domestic mandate.
• Marine Retailers Association of the Americas: Marine retail trade association with which NMMA co-founded the Market Expansion Advisory Group to accelerate long-term growth. Both organizations share the same marine industry, overlapping membership ecosystems, and joint consumer demand-generation initiatives such as Discover Boating.
• American Sportfishing Association: Trade association representing the recreational fishing industry and co-hosting American Boating Congress. Similar association structure, advocacy mandate, and overlapping consumer base with NMMA's recreational boating focus.
• American Boat & Yacht Council (ABYC): ABYC develops technical standards for small craft that underpin NMMA's certification programs. It is the closest functional peer in marine industry governance, working jointly with NMMA on safety and compliance standards that govern boat manufacturing.

Regional players

• European Boating Industry: European trade association representing the recreational boating industry, structurally analogous to NMMA but serving European manufacturers and markets. Comparable advocacy, statistics, and event-production mandate across a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PL_3RZSk6xXM4iF3ohjxAM3ROAVD2-AP6n
• Facebookfacebook.com/thenmma
• LinkedInlinkedin.com/company/nmma
• Instagraminstagram.com/nmma.org
• Xx.com/therealnmma

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NMMA