Entry-Level Segments, Steady Participation Bring Cautious Optimism Heading into Winter Boat Show Season

The U.S. recreational boating market enters 2026 in a position of relative stability, supported by steady boating activity and continued demand across accessible segments, according to new data released today by the National Marine Manufacturers Association (NMMA), which represents approximately 85% of the U.S. market for recreational boat, marine engine and accessory manufacturers.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260106046238/en/

Boating remains an accessible way for Americans to connect with the water, with multiple pathways to participation supporting a resilient outlook heading into 2026. (Photo: NMMA)

NMMA estimates total new powerboat retail unit sales, which include traditional powerboats and personal watercraft, to be down an estimated 8% to 10% in 2025, to approximately 215,000 to 225,000 units, reflecting continued economic headwinds that weighed on discretionary spending throughout 2025. In 2026, continued mixed economic conditions are expected to see new powerboat unit sales on par to slightly up from last year.

Throughout 2025, the market was driven by entry-level volume-leading categories, including personal watercraft, aluminum fishing boats and smaller boats that can be trailered to local waterways. These segments continue to account for more than 90% of retail unit activity, driven by ongoing demand for versatility, value and flexibility. Reflecting this trend, freshwater fishing boats were both a volume leader and a bright spot in 2025, holding steady with 2023 unit sales (approximately 53,000 units) and signaling resilient consumer demand.

In addition to new boat sales, the recreational boating market is fueled by pre-owned boat sales, which represent approximately 80% of total annual unit sales, and remain key to meeting consumer demand across a variety of boat types and price points. In 2024, the latest data available, pre-owned unit sales reached nearly 860,000, down 6.5% from 2023.

While unit sales drive the market, it’s heavily supported by boating participation from the estimated 11 million registered boats in use across the U.S. as well as growing consumer demand for shared access models, including boat clubs, peer-to-peer rentals and charter options. This activity helps spur spending on aftermarket accessories and boating outings, which together reached $24.5 billion in 2024 and remained on par with highs seen coming out of the industry’s COVID-19 sales surge. Participation spending is expected to remain healthy into 2026 as consumers continue prioritizing outdoor experiences with friends and family.

As recreational boat manufacturers and dealers enter the new year, there’s a measured and disciplined outlook that balances the mixed economic picture. The most recent data from NMMA’s Q3 2025 sentiment survey of its member executives revealed short-term pessimism about the broader economy eased slightly, with 40% holding a positive 12-month outlook, up from 32% in the second quarter. This sentiment comes as the industry expects tailwinds from anticipated larger tax refunds and easing interest rates balanced against headwinds from a weakening labor market and continued trade barriers.

“The mixed and uncertain economic environment that persisted throughout 2025 brought material impacts to the recreational boating market and a wait-and-see mindset for some boating consumers,” said Frank Hugelmeyer, NMMA president and chief executive officer. “While last year’s economic uncertainty and softness is expected to persist into 2026, manufacturers have adjusted and there is cautious optimism for positive momentum in 2026 as key consumer segments engage in boating through a range of pathways, from entry-level and pre-owned boats to boat clubs and shared access options that align with their budgets and lifestyles.”

Boat Shows Are a Barometer for Year Ahead

As winter boat show season gets underway, manufacturers and dealers will highlight new technology, models and innovative product offerings across a range of price points to appeal to a variety of customer interests. Dozens of boat shows will take place across the U.S. between January and March—events that drive an estimated 30% to 60% of annual retail sales for the industry.

For boat buyers and boating enthusiasts, winter boat shows remain a critical touchpoint, offering access to the top brands, side-by-side comparisons to shop, access to financing information and a firsthand look at advances in propulsion, safety, electronics and onboard technology. Unlike auto shows, attendees can purchase boats and accessories directly on the show floor while shopping boat retailers from across their region, providing a single place to view and buy boats, marine gear and service providers.

“Boat shows continue to be an essential venue for boaters, manufacturers and dealers,” added Hugelmeyer. “Across the country, this time of year brings an opportunity for our industry to connect with the broader boating community and prepare for summer, whether it’s a family shopping for their first boat or long-time enthusiasts looking to upgrade, the leading brands and retailers are together in one location to showcase their latest innovations and ways to get on the water.”

With boat shows launching nationwide this week, winter remains a pivotal season for consumer engagement, providing manufacturers and dealers an opportunity to meet demand with a broad mix of products, technologies and access points.

U.S. Recreational Boating by the Numbers

Source: National Marine Manufacturers Association

• Boating and fishing are the leading driver of the $1.2 trillion outdoor recreation economy, which contributes 2.3% of our nation’s GDP. (Source: Bureau of Economic Analysis)
• The recreational boating industry is an economic driver supporting more than 812,000 American jobs and more than 36,000 American businesses. (Source: NMMA Economic Impact Study)
• Recreational boating is a uniquely American-made industry: 95% of boats sold in the U.S. are made in America.
• An estimated 85 million Americans go boating each year.
• Sixty-one percent of boaters have an annual household income of $100,000 or less.
• Ninety-five percent of boats on the water in the U.S. are less than 26 feet in length—boats that can be trailered by a vehicle to local waterways.
• Leading the nation in sales of new powerboat, engine, trailer and accessories in 2024 were the following states:

1. Florida: $6.1 billion, down 5.9% from 2023
2. Texas: $2.4 billion, down 2.6% from 2023
3. Michigan: $1.5 billion, down 3% from 2023
4. North Carolina: $1.3 billion, up 3.3% from 2023
5. New York: $1.15 billion, down 0.5% from 2023
6. Minnesota: $1.15 billion, down 4.8% from 2023
7. Wisconsin: $1 billion, down 2.5% from 2023
8. Georgia: $1 billion, down 4.3% from 2023
9. California: $1 billion, down 2.4% from 2023
10. Alabama: $970 million, down 2.1% from 2023

About NMMA: The National Marine Manufacturers Association (NMMA) is the leading trade organization for the North American recreational boating industry. NMMA member companies produce approximately 85% of the boats, engines, trailers, marine accessories and gear used by millions of boaters in North America. Headquartered in Washington, D.C., the association serves its members and their sales and service networks by bringing them together to expand domestic and international sales and marketing opportunities, support access to waterways, explore new technology and business solutions, and advocate for a sustainable future for the recreational marine community. As the largest producer of boat shows in the U.S., NMMA connects the recreational boating industry with the boating consumer year-round. Learn more at www.nmma.org and get engaged with us on Facebook, X and LinkedIn.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260106046238/en/