Fishing Industry News: New Brunswick President; NMMA Boating Statistics Available

In the latest fishing industry news, Aine Denari has been appointed president of Brunswick Boat Group and the 2019 statistical abstract is available from the National Marine Manufacturers Association.

Fishing Industry News: New Brunswick President; NMMA Boating Statistics Available

Aine Denari, a veteran of executive positions within the automotive industry and global consulting firms, has been appointed President – Brunswick Boat Group.

The appointment was effective Oct. 26, 2020.

“I am excited at the opportunity to join the Brunswick Boat Group team and work with many of the most well-known brands in the marine industry,” she said. “Brunswick Corporation has a rich history of product excellence and I am looking forward to working with the talented management team to provide even more focus on advancing our business and introducing even greater levels of product innovation and customer-focus.”

Since 2014, Denari has worked at ZF AG, most recently as the senior vice president of ZF’s ADAS (Advanced Driver Assistance Systems) business, a $1B+ segment within Global Electronics. She will now be responsible for the largest boat portfolio in the recreational marine industry with many of the leading U.S. and International brands.

“Aine is a proven leader with two decades of experience defining and implementing industry-leading strategies, driving change, and designing and leading world-class teams,” said Dave Foulkes, Brunswick Corporation CEO. “As we look to the future, consumer expectations of boating are being set by other leading-edge mobility experiences, and Aine’s deep experience in implementing new technology in the automotive and other industries will help advance our boat group strategy and capabilities, and, in particular, accelerate the implementation of our industry-defining ACES strategy. 

Earlier in her career, Denari spent six years at Ford Motor Company and seven years as an executive at two leading global consulting firms. Denari also led the integration of the former TRW Automotive business into the ZF Group, which involved 140,000 employees in 230 locations around the world. Her outstanding leadership and impact led to her receiving industry recognition as a 2017 Automotive News Rising Star.

Denari has a Master’s Degree in Business Administration from the Kellogg School of Management at Northwestern University, a Master’s Degree in Engineering Management from the University of Detroit Mercy and a Master’s Degree in Mechanical Engineering from Purdue University. Denari has a Bachelor's degree from University College in Dublin, Ireland.

Lew's Holdings Rebrands as Rather Outdoors

Lew’s Holdings Corporation is transitioning to a new name, Rather Outdoors.

Lew’s Holdings Corporation was created in 2017 with the merger Lew’s and Strike King Lure Company. In 2019, the Lew’s Holdings portfolio grew again via the acquisition of Fox International and its family of European brands.

“While we appreciate and want to continue to recognize the unique qualities of each of our storied brands, we also felt it important that we are represented to our industry partners and customers in the same manner in which we view ourselves, and that is as one family," said CEO Ken Eubanks.

Rather Outdoors includes Lew’s, Strike King, Fox, Matrix, Salmo and Fox Rage.

SteelShad Fishing Partners With Traditions Media

The SteelShad Fishing Company has partnered with Traditions Media, to get the word out on its easy-to-use and fish-catching bladebaits.

“I’m truly excited for the SteelShad brand and the rapid growth our business has experienced over the past year,” says company CEO Kevin Lewis. “Designed and perfected by highly skilled anglers who are on the water daily, our SteelShad bladebaits are easy to use, super-productive and catch a wide range of species in freshwater and saltwater environments. That action is the result of a lure shape so unique it has recently received trademark protection.

“We know that Traditions is highly respected in the fishing industry, and we know they already work with several trusted brands. Everything we’ve seen from them has been top shelf."

Huk Adds Kryptek Obskura Patterns to Fin Hoodie

Two Kryptek Obskura patterns — Shallows and Signa — are now available in HUK’s Fin Hoodie, which is made with a durable, water-resistant fleece with fitted cuffs and hem.

Obskura is a new family of camouflage patterns from Kryptek including multiple colorways with well-defined edges that cause abrupt transitions between colors and a multi-directional flow. Six unique colors were developed with HUK’s popular Kryptek collection in mind, including the Fin Hoodie.

For interest in licensing Obskura and other Kryptek patterns, contact Jeff Graham

NMMA Recreational Boating Statistical Abstract Available

The NMMA is offering its 2019 U.S. Recreational Boating Statistical Abstract, the most comprehensive collection of industry data and a trusted source for recreational boating intelligence with historical data going back to 2007 that includes:

  • Outboard Engine Sales Trends
  • Sailboat Sales Trends
  • Powerboat Sales Trends
  • Boat and Engine Exports and Imports
  • Cruiser, Watersport, Fishing Boat and Trailer Sales Trends
  • Total Industry Sales by Category and State
  • Total Boat Registrations

Highlights from the report:

  • Sales of new powerboats totaled 201,400 in 2019, following eight consecutive years of growth and 11-year highs in 2018.
  • In 2019, there were 12 million registered and documented boats in the U.S., equal to one registered boat for every ten households – up 0.2% from 2018.

The annual U.S. Recreational Boating Statistical Abstract in its entirety is now available on NMMA members receive unlimited complimentary access to the digital versions of the Abstract. Members can also order copies of the print version of the full compilation report and have it mailed to your home or office by clicking here.

Digital versions of the reports are available for purchase by non-NMMA members here.


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