By Wanda Kenton SmithToday, many women boaters are actively engaged and enjoying boating with as much gusto and enthusiasm as their male counterparts.
According to online publisher and editor Glen Justice of Madmariner.com, an e-survey was conducted on his popular consumer boating website, with some revealing results. Of the 400 respondents, half were women. Of those, 23 percent consider themselves veteran boaters; 41 percent claim they have a general understanding of boating basics; 23 percent were novices who were in the learning process; and 31 percent had previously taken a boating course.
Skeptics who believe the majority of women boaters are along for the sun, the fun and the ride exclusively should note that this same survey found 66 percent of these women drive their boat. What’s more, 33 percent spent one to five days boating solo while another 15 percent spend 6 to 10 days alone … for a total of 48 percent who are very capable operators.
This isn’t to suggest that women don’t embrace family boating activities, as most do. Admittedly, some are quite content in a more passive role. But, these statistics indicate that there is an emerging market of avid female boaters who have the confidence and capability to maximize their boating experience.
Some dinosaurs argue that women aren’t a viable niche for marine marketing efforts, pointing to the high percentage of male boat registrations. However, in viewing this statistic, let’s not forget the other side of that demographic: the vast majority of our boat owners are married. Never doubt that mama likely significantly influenced the buying decision—not only the brand and model of choice, but whether there was a boat purchase at all.
It’s a fact: 80 percent of all consumer purchasing decisions are made by women, according to national consulting firm AT Kearney. Another powerful fact: in 76 percent of U.S. households, she is the principle shopper.
While the boating industry may be slow to acknowledge the buying clout of women, they are throttling forward on their own volition, purchasing everything from boats, to lessons, to gear, to charter boating vacations. An article by Regan Haynes in Soundings Trade Only entitled “She Power” cited recent sales statistics by brands according to the highly respected firm of JD Powers Group. In 2002, 8.5 percent of all boat owners were women, up to 8.7 percent in 2008. This figure reflects single women who are registering boats in their own name.
Of the brands reported, 18 percent of the small runabouts manufactured by Maxum are registered and owned by women, with 16 percent of the small runabouts by Bayliner owned by the same. Another 15 percent of registered boat owners are women who have chosen Chaparral runabouts, Tigé sportboats and Sea Boss, respectively. And another seven boat builders, including the likes of Sea Ray, Larson, Regal Correct Craft, Crownline, Premier and PartiCraft, have a 13 percent female boat ownership, while an equal 13 percent of Bayliner express cruisers claim the same share.A few more statistics outside the industry should serve as a wake-up call: according to Gallup and Businessweek, women are expected to control $1 trillion, or 60 percent of the country’s wealth, by 2010.
In addition, women currently earn 57.5 percent of all bachelor’s degrees, 60 percent of all master’s degrees, more than half of all accounting degrees, four out of every 10 law degrees and almost as many medical degrees.
Last factoid: women purchase 65 percent of all new cars, 53 percent of all used cars and have veto power on 95 percent of all family car purchases.
Rise Merl, in the August Southern Boating Magazine, addressed options for women who are seeking boating education courses.
“Ladies, Let’s Go Fishing,” is a weekend training course held throughout the year in Florida that teaches all the basic fishing skills with both hands-on classroom and boat experience. This successful 11-year program, founded by angler Betty Bauman, includes optional annual trips and fishing adventures for women to such exciting venues as Costa Rica and Alaska.Merl also points to training programs for women offered by a handful of forward-thinking dealers including MarineMax, Grand Banks and Kady Krogen, among others.
Marine Marketers of America, a national association, is currently conducting beta testing with a few dealers to develop a pro bono program for the marine industry entitled the B.E.S.T. (Boating Education and Safety Training) course, exclusively for women. Association board members and committee co-chairs John Wisse of the Ohio Department of Natural Resources and Jim Rhodes of Rhodes Communications say the goal is to create a women-only educational and safety training program ready to roll out to the industry and to be adopted by dealers nationwide in late 2009 or early 2010.
A number of firms specialize in boater education including Sea Sense, co-owned by Captain Patti Moore and Captain Carol Cuddyer since 1989, which specializes in teaching women boating skills in a basic navigation course for either sail or power.
Another leading boating educational organization is the Offshore Sailing School, founded by Steve Colgate, which has taught co-ed classes since 1964. In 1990, his wife Doris founded the National Women’s Sailing Association which has promoted courses specifically for women, to great success.
Former US Navy Commander and USCG licensed captain Suzanne Giesemann wrote an outstanding and empowering book for women boaters entitled, It’s Your Boat Too, to encourage women to enjoy a bigger and more fulfilling role on board. It addresses many of the common fears and attitudes women experience in the boating environment.
Giesemann’s goal in writing the book was to “encourage and empower” women “to get out there and try new things.”
“I want you to think beyond the lines,” she writes. “Do this and you’ll be a safer and more competent mariner. Do this and you’ll be tremendously proud of yourself. Do this and you’ll have a lot more fun. Do this because it’s your boat, too.”
It seems many women are already stepping up to the helm and doing just that.
Wanda Kenton Smith is an active boater of 28 years who has owned two powerboats and a sailboat. She is a well known and leading industry advocate on marketing to women and has trained nearly a thousand dealers and industry professionals since the mid nineties through her marketing/educational training firm, Marine Marketing to Women. She was also the founder of a national association, International Women in Boating, whose membership topped 300.
Prior to owning Kenton Smith Advertising & Public Relations, she served as vice president of marketing for Regal Marine Industries and also was editor of two boating magazines and a trade newsletter. In addition to managing her advertising agency, she also serves as president of Marine Marketers of America. She is the national marketing columnist for Soundings Trade Only and is a marketing speaker at key industry conferences.
If you are interested in learning more about marketing to women or if you are a woman with a passion for boating who would like suggestions on how to get more involved or are seeking additional resources, email wanda@kentonsmithadv.com.
IT’S YOUR BOAT TOO,
author Suzanne Giesemann,
published by Paradise Cay Publications, Inc.
paracay@humboldt1.com
www.boatus.com/women/
www.womenaboard.com
www.womensailing.com
www.iwfa.org
www.windlasses.org
www.wowboating.com
www.ladiesletsgofishing.com
www.seasenseboating.com
www.offshore-sailing.com












