Inside Marine’s Retail Ecosystem with Freya Olsen

The success of any remarkable boating experience begins not with the engine, but with the dealers who guide the buyer.

In this episode, Kyler and John sit down with Freya Olsen, Senior Director of Engagement at the Marine Retailers Association of the Americas (MRAA), to explore how dealers shape the customer experience long before a buyer steps on a boat. After nearly two decades supporting manufacturers through Discover Boating and NMMA, Freya now works directly with dealers, giving her a rare, full-funnel perspective on what truly moves the marine market.

Freya shares how consumer expectations, pricing transparency, and category competition shape today’s buyer. She explains why dealer performance has become a defining factor in OEM growth, and how education, certification, and AI tools like Amy are helping retailers serve customers in unpredictable conditions.

You’ll hear how MRAA gathers honest dealer feedback, where the ecosystem still experiences friction, and what it takes to create a seamless handoff from awareness to retail. For anyone operating in an OEM, dealer, or B2B2X environment, this conversation surfaces the signals that matter when the market is shifting fast.

Key Takeaways:
1. Understand Roles in the Funnel: Knowing when awareness hands off to brand consideration and then to retail improves the customer journey
2. Support Dealer Education: Practical training for sales, service, and leadership helps new hires transition into the marine industry quickly
3. Track Real Dealer Needs: Frequent outreach anchors decisions in actual pain points around staffing, service, and customer retention

Timestamps:
(00:00) Meet Freya Olsen
(00:54) Why passion keeps people in the marine industry
(05:15) Pros and cons of newcomers entering the category
(05:57) How pricing transparency builds consumer trust
(07:39) Freya's career path across associations and OEMs
(09:52) The impact of Discover Boating on market demand
(12:35) Competing for attention in a crowded outdoor market
(14:50) What Freya learned by shifting focus to retailers
(17:13) Why retention starts with the dealer experience
(17:25) How MRAA supports dealers with education and tools
(19:14) Certification programs that help teams level up
(21:31) How advocacy protects access and dealer operations
(22:35) What to expect at Dealer Week and why it matters
(25:35) Market uncertainty and preparing for unpredictable demand
(27:05) Freya's next six months: engaging and supporting members
(28:58) The role of AI and how dealers are using Amy
(34:01) What Freya is excited about for next year