The success of any remarkable boating experience begins not with the engine, but with the dealers who guide the buyer.

In this episode, Kyler and John sit down with Freya Olsen, Senior Director of Engagement at the Marine Retailers Association of the Americas (MRAA), to explore how dealers shape the customer experience long before a buyer steps on a boat. After nearly two decades supporting manufacturers through Discover Boating and NMMA, Freya now works directly with dealers, giving her a rare, full-funnel perspective on what truly moves the marine market.

Freya shares how consumer expectations, pricing transparency, and category competition shape today’s buyer. She explains why dealer performance has become a defining factor in OEM growth, and how education, certification, and AI tools like Amy are helping retailers serve customers in unpredictable conditions.

You’ll hear how MRAA gathers honest dealer feedback, where the ecosystem still experiences friction, and what it takes to create a seamless handoff from awareness to retail. For anyone operating in an OEM, dealer, or B2B2X environment, this conversation surfaces the signals that matter when the market is shifting fast.

Key Takeaways:

1. Understand Roles in the Funnel: Knowing when awareness hands off to brand consideration and then to retail improves the customer journey
2. Support Dealer Education: Practical training for sales, service, and leadership helps new hires transition into the marine industry quickly
3. Track Real Dealer Needs: Frequent outreach anchors decisions in actual pain points around staffing, service, and customer retention

Timestamps:

(00:00) Meet Freya Olsen

(00:54) Why passion keeps people in the marine industry

(05:15) Pros and cons of newcomers entering the category

(05:57) How pricing transparency builds consumer trust

(07:39) Freya's career path across associations and OEMs

(09:52) The impact of Discover Boating on market demand

(12:35) Competing for attention in a crowded outdoor market

(14:50) What Freya learned by shifting focus to retailers

(17:13) Why retention starts with the dealer experience

(17:25) How MRAA supports dealers with education and tools

(19:14) Certification programs that help teams level up

(21:31) How advocacy protects access and dealer operations

(22:35) What to expect at Dealer Week and why it matters

(25:35) Market uncertainty and preparing for unpredictable demand

(27:05) Freya's next six months: engaging and supporting members

(28:58) The role of AI and how dealers are using Amy

(34:01) What Freya is excited about for next year

What does it take to build a dealer network that lasts generations?

In this episode, Kyler and John talk with Noah Thomas, Director of Marketing at Great Dane, about how the 125-year-old trailer manufacturer continues to strengthen relationships across its dealer community and grow in a shifting market.

Noah explains how Great Dane’s heritage of quality and resilience continues to shape its strategy today, from restoring a 1953 trailer to celebrating the brand’s long-standing partnerships. He shares how his team supports dealers through programs like buygreatdane.com, new digital enablement tools, and initiatives that maintain open and consistent communication across the network.

This is a look inside a brand that wins by standing behind the people who represent it every day.

Key Takeaways:

1. Dealer Relationships Fuel Growth: Great Dane strengthens loyalty through long-term partnerships, open communication, and shared success across its national network.
2. Heritage Shapes Strategy: A 125-year foundation of quality and resilience continues to guide innovation, brand consistency, and market confidence through every cycle.
3. Digital Enablement Elevates Dealers: Programs like buygreatdane.com and Champ’s Spot connect data, marketing, and training to drive measurable results at the local level.

Timestamps:

(00:00) Meet Noah Thomas

(01:42) Inside Great Dane’s 125-year legacy of resilience

(02:58) Navigating freight market shifts and customer confidence

(04:54) Celebrating 125 years with a 1953 trailer revival

(06:23) Why small product details create lifetime brand value

(09:21) Turning customer stories into marketing proof points

(10:24) How Great Dane supports its exclusive dealer network

(12:57) Listening to dealers to guide marketing priorities

(14:55) Building buygreatdane.com to drive digital sales leads

(16:56) Empowering dealers with Champ’s Spot sales tools

(18:54) Expanding into last-mile delivery with truck bodies

(19:44) FleetPulse telematics and data-driven product insights

(21:58) Cross-selling strategies with fleets and truck dealers

(26:16) Rebranding Great Dane and protecting an iconic logo

(30:57) Lessons from Noah’s Peace Corps experience in Vanuatu

What happens when you treat boat clubs like hospitality instead of ownership?

In this episode, Kyler and John sit down with Cecil Cohn, President of Freedom Boat Club, to explore how a subscription-based boating model is unlocking a whole new category of customers and redefining the marine industry along the way.

Backed by Brunswick, Freedom Boat Club is creating access and loyalty in a traditionally high-barrier space. Cecil shares the strategy behind scaling to 400+ locations worldwide, how digital tools like their mobile app are driving member retention, and why investing in hospitality and experience at the local level makes all the difference.

You’ll also learn how their franchise network drives national growth and why OEMs and dealers alike can benefit from Freedom’s data-driven approach to customer engagement. This is a conversation about what it takes to grow an ecosystem from the ground up.

Key Takeaways:

• Subscription Boating Reaches New Customers: Freedom Boat Club attracts a completely different audience—over 90% of members had no intention of buying a boat, proving the power of alternative access models.
• Retention Is Built on Experience: With nearly 90% annual member retention, Freedom shows that consistency, hospitality, and localized service are key to long-term loyalty.
• Digital Tools Drive Engagement: By focusing on mobile-first functionality and ease of reservations, Freedom encourages more frequent trips, which directly impact member satisfaction and retention.

Timestamps:
(00:00) Meet Cecil Cohn
(01:31) Freedom Boat Club’s unique position in the marine ecosystem
(02:32) Why subscription boating attracts non-owners
(04:18) Retention rates and member loyalty benchmarks
(05:50) Strategy built on scale and experience
(07:23) The network effect of 600,000+ annual boat trips
(08:34) How reciprocal access works across global locations
(09:51) Balancing member growth and market expansion
(11:21) Franchise vs. corporate-owned club dynamics
(14:01) How member enthusiasm drives franchise sales
(15:46) Digital transformation and the power of the mobile app
(18:17) Enhancing member experiences through new activities
(21:47) Lessons OEMs can learn from subscription engagement
(26:37) Using data and research to inform strategy
(34:20) Competing with top consumer brands on NPS
(43:54) What’s next: doubling down on digital and community