Almost Nobody Buys The Same Boat Brand Twice

The CURRENT · Oct 2, 2026 · 7m · transcript

The Conference Board's September consumer confidence index fell 6.7 points to 81.9. For the third month running, people said they expect the next six months to be worse. Plans to buy a car and plans to buy a home both slipped.

Then Boats Group published something harder to shake off. They pulled ownership records on more than 2.5 million boats across four states and found about 637,000 repeat owners. Across all four states, only 6 to 13 percent bought the same brand again. Nine out of ten people who already own one of your boats go somewhere else for the second one.

Also this week: Brunswick…