52 Proceedings | Vol. 83, No. 1 with global organizations like the International Council of Marine Industry Associations. With offices in Washington, Chicago, and Canada’s capital of Ottawa, NMMA continues to serve as a vital conduit between marine manufacturers, govern- ment stakeholders, and the broader recreational boat- ing community. Through its ongoing partnerships and policy work, the association supports a resilient, forward-looking industry that shares a strong commitment to safety, stewardship and innovation on the water. By providing a unified industry voice, NMMA helps the Coast Guard implement the National Recreational Boating Safety Strategic Plan by encouraging manufacturers of boats and associated equipment to build products that meet and, in many cases, exceed the Coast Guard’s mini- mum requirements. Driving Market Expansion Through Lifestyle Marketing Discover Boating plays a critical role in supporting NMMA’s market expan- sion goals by welcoming the next gen- eration to recreational boating and helping them become lifelong boat- ers. One of the most effective ways to do this is by reaching current and future boaters where they already are and engaging with the content and platforms that shape their deci- sions. Discover Boating’s year-round, fully integrated omni-channel marketing strategy, centered around the See You Out Here campaign, is connecting with poten- tial boat buyers at every turn and helping new audiences see themselves as part of the boating lifestyle. This initiative is driven by a robust digital commu- nity, boat shows, experiential activations, public relations, and brand partnerships. The industry-wide effort con- nects with people identified in Discover Boating research as most likely to be interested in boating—as many as 91 million—ensuring they not only feel welcome, but informed and excited about boat ownership and the ben- efits of life on the water. Additionally, NMMA is one of the world’s leading producers of consumer boat shows, hosting 10 shows under the industry’s Discover Boating brand in some of the largest markets in the United States, including New York, Chicago, Miami, and Atlanta. Discover Boating boat shows provide the recreational boating industry with quality sales venues that engage the next generation of boaters while retaining and growing the existing boat owner community. Certification Drives Safety The NMMA Certification program is one of the most respected safety initiatives in the recreational boating industry. It encompasses boats, yachts, personal watercraft, trailers, components, and marine oils. Designed to elevate safety, reliability, and customer satisfaction, NMMA Certification is widely recognized as a benchmark for boatbuilders and component manufacturers committed to producing high-quality products. More than 85% of boats sold annually in the United States are NMMA Certified, and a recent study found that these boats are 43–47% less likely to be involved in specific types of boating accidents. When incidents do occur, they carry a 26–58% lower fatality rate. These findings reinforce the program’s tangible impact on real- world safety outcomes. Coast Guard regulations pro- vide minimum safety standards, and NMMA Certification ensures boats and marine products comply with established industry standards and regulations that meet and, in many cases, exceed Coast Guard require- ments. These standards are primarily set by ABYC and encompass a wide range of safety and construction prac- tices. The program is voluntary and highly regarded within the industry. To achieve NMMA Certification, manufacturers must undergo rigorous annual inspections and provide docu- mentation that their products meet or exceed the appli- cable ABYC standards, Coast Guard regulations, and Environmental Protection Agency requirements, where applicable. The certification process involves: • Factory inspections conducted by third-party inspectors • Evaluation of boat design, systems, and equipment • Labeling and capacity compliance • Verification of consumer information Achieving NMMA Certified status offers five benefits: Enhanced Product Quality and Safety: Certified boats are built to meet or exceed more than 55 critical safety standards. These cover everything from electrical systems and fuel lines to flotation requirements and fire protection, which significantly reduces the risk of accidents or failures. Discover Boating, powered by NMMA and the Marine Retailers Association of the Americas, is the industry’s consumer-facing lifestyle brand.
