Marine Retailers Association of the Americas

What Marine Retailers Association of the Americas does

MRAA is a nonprofit trade association founded in 1972 and headquartered in Brooklyn Park, Minnesota (Minneapolis metro), serving marine boat dealers and marine retailers across North America, including the United States and Canada. The organization operates a modular platform structured around four pillars: education and training, data and insights, advocacy, and membership benefits. Its education stack includes MRAATraining.com (a TalentLMS-hosted learning platform with 260+ courses covering sales, marketing, leadership, F&I, and service), the Ask AIMIE AI-powered knowledge assistant launched in December 2024, the annual Dealer Week conference, and Dealership Certification and Position-Specific Certification tracks. Its data products include monthly Pulse Reports, the Marine Marketplace Navigator Dashboard, and the Discover Boating Health Score Index. Its advocacy function operates through a Government Relations team with Washington, D.C. presence, Quorum-powered bill tracking at state and federal levels, the BoatPAC political action committee, and the Diamond Ambassador Membership program, with a notable recent win securing FTC CARS Rule exemption for marine dealers.

The business model is membership-based and multi-stream. Dealer members pay tiered annual dues ranging from $595 (Bronze, US) to $2,595 (Gold, US), with Canadian retailers at reduced rates; one membership covers the entire dealership team without per-user fees. Marine manufacturers and suppliers (including Brunswick, Malibu Boats, Yamaha, Volvo Penta, Correct Craft, Polaris Marine, Wells Fargo, and Lightspeed DMS) participate through partner tiers ranging from $1,600 (Standard) to $20,895+ (Boat Brand), with a sold-out Strategic Partner tier capped at 12 companies. Additional revenue comes from Dealer Week event registrations, certification fees, and donations to the affiliated MRAA Educational Foundation (established 2004). Distribution combines a direct membership sales team, the annual Dealer Week event, self-serve online platforms, and a Boat Brand Partner channel through which manufacturers fund dealer access to MRAA programming. The organization is led by President Matt Gruhn (since 2011) with a staff of approximately 20 across 12 functional departments, and operates an affiliated 501(c)(3) MRAA Educational Foundation providing scholarships and training support.

Name

Marine Retailers Association of the Americas

Legal name

Marine Retailers Association of the Americas

Website

https://mraa.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Marine Retailers Association of the Americas is a 50+ year nonprofit trade association serving North American boat dealers through tiered membership, the MRAATraining.com LMS (260+ courses), the AI-powered Ask AIMIE assistant, the annual Dealer Week conference, data products, advocacy, and certification programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Minneapolis

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, Technology or R&D, Infrastructure, Others

Revenue model

1. Dealer Membership Dues: Annual membership fees from boat dealers and marine retailers across North America. Three tiers: Bronze ($595 US/$415 Canadian), Silver ($1,395 US/$1,215 Canadian), Gold ($2,595 US/$2,415 Canadian). Revenue is recurring on an annual basis.
2. Partner Membership Programs: Annual partnership fees from marine industry companies at multiple tiers: Standard Partner ($1,600/year), Platinum Partner ($5,500/year), Education Champion ($16,275/year), Boat Brand Partner (starting at $20,895/year), Strategic Partner (max 12 companies, sold out).
3. Dealer Week Event Revenue: Registration fees for MRAA's annual Dealer Week conference and expo. Members receive discounts on registration. Also includes exhibitor fees from partner companies.
4. Certification Fees: Revenue from dealership certification programs and position-specific certifications including Dealership Certification, Service Management Certification, and Continuous Certification. Members receive discount pricing.
5. Educational Foundation Donations: Tax-deductible charitable contributions to the MRAA Educational Foundation support scholarships and training programs. The foundation has invested hundreds of thousands of dollars over 20+ years.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

MRAA is a membership-based trade association serving boat dealerships and marine retailers across North America. It delivers education and training (Dealer Week conference, MRAATraining.com LMS with 260+ courses, AIMIE AI assistant), dealership certification programs, industry data and advocacy representation in federal/state legislatures. Membership is offered in Bronze, Silver, and Gold tiers with annual dues differentiated for US and Canadian retailers.

Product overview

The Marine Retailers Association of the Americas (MRAA) is a trade association providing a comprehensive platform of products and services for marine boat dealerships across North America. The organization operates a modular platform structure centered on four core pillars: (1) Education & Training (Dealer Week annual conference, MRAATraining.com LMS with 260+ courses, Ask AIMIE AI assistant, Dealership Certification, and Spotlight monthly education program); (2) Data & Insights (Marine Marketplace Navigator Dashboard, Pulse Reports, Discover Boating Health Score Index, and industry research including Compensation Study and AI Usage Survey); (3) Advocacy (federal/state legislative representation, Bill Tracking via Quorum, BoatPAC political action, Diamond Ambassador Membership, Dealer Ambassador Program); and (4) Membership Benefits (Career Center, MRAA Health insurance, Resource Center with templates/tools, Certified Pre-Owned Boat Program, Discover Boating consumer marketing). The MRAA Educational Foundation administers scholarships for leadership and professional development. All products are delivered through tiered membership levels (Bronze, Silver, Gold) with Diamond Ambassador upgrades for enhanced advocacy engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Dealer Week MRAA's flagship annual conference and expo, specifically designed for marine dealers. Features targeted education, peer-driven learning, and industry conversations centered on dealership success with educational pathways in Leadership, Sales & Marketing, and Service & Parts.
• MRAATraining.com Online learning platform offering over 260+ courses covering sales, marketing, leadership, management, F&I, customer service, and service department topics. Delivered via TalentLMS. Available exclusively to Silver and Gold MRAA members.
• Ask AIMIE AI-powered platform educated on MRAA's content and educational programs, designed to answer dealers' most challenging questions about running their dealership. Available to Silver and Gold MRAA members.
• Dealership Certification Comprehensive certification program providing a blueprint for establishing efficient and effective dealership processes. Includes Dealership Certification and Position-Specific Certification tracks such as Service Management Certification.
• MRAA Verified Program Certified pre-owned boat program launched to provide quality assurance for used boat sales through MRAA Dealer Solutions.
• Marine Marketplace Navigator Dashboard Dashboard providing market conditions, performance trends, and dealer sentiment data. Part of MRAA's Data Center offerings including monthly Pulse Reports.
• Online Marketplace Comparison Tool Tool enabling dealers to compare online marketplace listings and performance metrics across different platforms.
• MRAA Health Member benefit providing exclusive health care program with significant savings on company insurance benefits for U.S. marine dealers.

Quantifiable outcome

• Over 100 scholarship recipients served through MRAA Educational Foundation
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature5 records

Partnerships

28 partnerships are on record, tiered core and minor.

• DealersChoice SolutionscoreGTM or Marketing Partner · 2 June 2026DealersChoice Solutions by Mannix Marketing provides SEO-friendly, custom boat dealer websites and digital marketing solutions. Committed to expanding dealer education efforts within digital marketing. Upgraded to Education Champion level of partnership in June 2026.
• Barletta Pontoon BoatscoreStrategic or Co-development PartnerStrategic Partner. Leading pontoon boat manufacturer committed to quality, innovation, and performance, supported by dealer network excellence.
• Polaris Marine (Bennington, Godfrey, Hurricane)coreStrategic or Co-development PartnerStrategic Partner. Bennington builds premium pontoon boats; Godfrey has 60+ years of pontoon experience; Hurricane is top-selling deck boat brand for 45+ years.
• Boats GroupcoreStrategic or Co-development PartnerStrategic Partner. Focuses on making it easy for people to buy and sell boats, helping marine dealers convert more shoppers into boaters.
• BrunswickcoreStrategic or Co-development PartnerStrategic Partner. Defines, creates, and innovates the future of recreational boating with advanced design, technology, and innovation.
• Correct CraftcoreStrategic or Co-development PartnerStrategic Partner. Celebrating 100 years of excellence. Includes Nautique, Centurion, Supreme, Bass Cat, SeaArk, Parker boat companies, Pleasurecraft Engine Group, Indmar Marine Engines, and more.
• Lightspeed DMScoreStrategic or Co-development PartnerStrategic Partner. Provides technology solutions helping dealerships thrive in every aspect of business from sales to service.
• Malibu BoatscoreStrategic or Co-development PartnerStrategic Partner. Premier designer, manufacturer, and marketer of performance sport boats. Family of eight brands includes Malibu, Axis, Cobalt, Pursuit, Cobia, Pathfinder, Maverick, and Hewes.
• Northpoint Commercial FinancecoreStrategic or Co-development PartnerStrategic Partner. Diversified floorplan finance lender partnering with manufacturers and dealers across Marine, RV, Power Sports industries.
• Smoker CraftcoreStrategic or Co-development PartnerStrategic Partner. Heritage dating back to 1903 spanning five generations. Offers Starcraft Marine, Smoker Craft, Starweld aluminum boats, and Sylvan, SunChaser pontoon boats.
• Volvo PentacoreStrategic or Co-development PartnerStrategic Partner. Recognizes the pivotal role marine dealers play in delivering great boating experiences and fostering a successful marine industry.
• Wells FargocoreStrategic or Co-development PartnerStrategic Partner. Has served dealers and manufacturers for 50+ years providing innovative financial solutions for present and future success.
• Yamaha MotorcoreStrategic or Co-development PartnerStrategic Partner. On the forefront of the marine industry providing award-winning products and legendary dependability.
• EasyCarecoreGTM or Marketing PartnerEducation Champion Partner. Leading provider of F&I protection products. Since 1984 has helped dealerships with F&I products, training, and development. Part of APCO Holdings with 23M+ customers protected and $3.7B+ in claims paid. Launched education-focused MRAA co-op program in 2026.
• Sea-LegsminorGTM or Marketing PartnerPlatinum Partner. Minnesota-based manufacturer of pontoon lifts. Joined as Platinum Partner in April 2026 and was Dealer Week 2025 exhibitor.
• Elite Recreational FinanceminorGTM or Marketing PartnerEducation Champion. Helps dealers, lenders, and manufacturers maximize deliveries, increase profits, and reduce costs. Provides dealer portals, soft-pull qualifying, and financing for new, used, consignments, rentals, boat clubs, and charters.
• Global Marine InsuranceminorGTM or Marketing PartnerEducation Champion. Provides yacht, boat, and marine business insurance. Offers MRAA Preferred Repair Deductible (50% off), Agreed Value, Extended Parts Replacement, Repair Guarantee, Hurricane Haul Out, and more.
• Huntington Distribution FinanceminorGTM or Marketing PartnerEducation Champion. Provides tailored inventory finance solutions to dealers, distributors, and manufacturers across the US and Canada.
• IDS MarineminorGTM or Marketing PartnerEducation Champion. Specialized team of Integrated Dealer Systems providing dealers with tools to thrive in today's market. Backed by decades of first-hand dealership experience.
• MyFinancingUSAminorGTM or Marketing PartnerEducation Champion. Founded in 2003 in Louisville, KY. Provides RV, boat, and recreational vehicle solutions nationwide connecting consumers and dealers.
• National Marine Distributors Association (NMDA)minorStrategic or Co-development PartnerEducation Champion. Supports the industry through promotion of boating to consumers, wholesale distributors, and independent marine outlets.
• Vantage Resource GroupminorGTM or Marketing PartnerEducation Champion. Offers marine dealers additional income opportunities through value-added consumer products, dealership education, hands-on certification training, and marketing implementation.
• National Marine Manufacturers Association (NMMA)coreStrategic or Co-development PartnerIndustry partner. Co-founded Discover Boating with MRAA in 2005. Formed Market Expansion Advisory Group in 2025-2026 to accelerate boating market expansion. Collaborates on industry advocacy and events.
• MasterCraft Boat CompanyminorChannel Partner/ Reseller/ DistributorBoat Brand Partner. Premier manufacturer of high-performance towboats for waterskiing, wakeboarding, and wakesurfing. Founded in 1968, known for innovation and quality craftsmanship.
• Regal BoatsminorChannel Partner/ Reseller/ DistributorBoat Brand Partner. Legacy of customer-centric engineering with innovative design, luxurious quality, and timeless value.
• Skier's ChoiceminorChannel Partner/ Reseller/ DistributorBoat Brand Partner. Leader in inboard tow boat manufacturing for nearly four decades, delivering premium quality, innovation, comfort, and style.
• VarattiminorChannel Partner/ Reseller/ DistributorBoat Brand Partner. Operates from 150,000-square-foot facility in Minnesota. Passionate boat builders with boating in their DNA, focused on inventing 'a better way'.
• ViaggiominorChannel Partner/ Reseller/ DistributorBoat Brand Partner. Family-owned pontoon boat manufacturer in Elkhart, Indiana. Known for high-quality, stylish, and performance-driven pontoons.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• National Marine Manufacturers Association (NMMA): Sister trade association in the marine industry, but focused on manufacturers rather than dealers. NMMA co-founded Discover Boating with MRAA and competes for marine industry influence, partnership dollars, and event engagement (Chicago Boat Show, etc.).
• American International Automobile Dealers Association (AIADA): Trade association for international nameplate automobile dealers in the US. Comparable dealer-association model with advocacy, education, and data offerings, but focused on a different franchise dealer segment.
• National Marine Distributors Association (NMDA): Marine industry trade association serving wholesale distributors and independent marine outlets. Listed as an MRAA Education Champion partner, indicating close industry coordination, but serves the adjacent distributor segment rather than retailers.
• National Automobile Dealers Association (NADA): Large, established trade association for franchised auto dealers offering education, advocacy, and data products. Operates at much greater scale but follows the same franchise-dealer association playbook MRAA uses for boat dealers.
• Motorcycle Industry Council (MIC): Trade association for the motorcycle/powersports industry with dealer services, education programs, advocacy, and industry data. Highly comparable to MRAA in scale and structure but serves the powersports dealer vertical.
• Recreation Vehicle Dealers Association (RVDA): Highly comparable trade association serving RV dealers with a very similar model: tiered memberships, annual convention, dealer education/certification programs, advocacy representation, and industry data products. Closest peer in business model terms.
• North American Equipment Dealers Association (NAEDA): Trade association serving equipment dealers (agriculture, construction, outdoor power) across North America with membership tiers, dealer education, advocacy, and industry data products. Shares the dealer-association business model with MRAA.

Others

• Brunswick Corporation: Major recreational marine OEM (Mercury Marine, Boston Whaler, Sea Ray, etc.) and MRAA Strategic Partner. Functions as both a key revenue contributor and a potential competitive threat, as Brunswick operates proprietary dealer programs alongside MRAA membership.
• Boating Industry Magazine / AIM Media: Trade media outlet serving the marine dealer industry with news, research, and event coverage. Operates adjacent to MRAA in industry communications and previously helped produce MRAA's annual conference; serves as ecosystem media partner rather than direct competitor.

Regional players

• British Marine: UK marine industry trade association providing member services, training, and advocacy to British boat dealers, brokers, and marine businesses. Operates the same dealer-association playbook as MRAA but exclusively in the UK market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/marineretailers
• YouTubeyoutube.com/c/MraaOnline
• Facebookfacebook.com/MRAAonline
• LinkedInlinkedin.com/company/marine-retailers-association-of-the-americas

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 Marine Retailers Association of the Americas