Navigating Change: North American Industry Leaders Take the Stage at Metstrade 2026

Change is nothing new to the recreational marine industry. What is different today is the pace, complexity and interconnected nature of the challenges and opportunities facing businesses worldwide.

Artificial intelligence is transforming how companies operate and engage with customers. New technologies and materials are redefining boatbuilding. Changing consumer expectations, economic pressures and evolving retail models are requiring businesses to rethink established practices.

Against this backdrop, the North American Stage at Metstrade 2026 will bring together industry executives, innovators, and thought leaders for three days of conversations focused on the industry's present and future.

Located in Hall 12, the stage will feature nine sessions, November 17–19, presented in partnership with the Soundings Trade Only Group, the International BoatBuilders’ Exhibition & Conference (IBEX), and the National Marine Manufacturers Association (NMMA).

The program will provide international marine professionals with North American market insights, business intelligence and perspectives from leaders navigating a complex business environment.

New Tools, New Rules: Marketing in the Age of AI

Tuesday, November 17 | 14:30–15:00

Few areas of business are changing as rapidly as marketing. Artificial intelligence, expanding data capabilities and new creative tools are reshaping how brands tell their stories, reach customers and measure success.

However, these opportunities also raise important questions about authenticity, trust, and human creativity.

The Soundings Trade Only Group will explore these issues in New Tools, New Rules: Marketing in the Age of AI, featuring three leaders bringing perspectives from agency, manufacturing, and media. 

Panelists include Matt McKenna, co-founder of marine public relations and marketing agency McKenna Townsend; Laurie Louvier, vice president of marketing for Dometic Marine, a global manufacturer of marine OEM and aftermarket products; and David Gee, the new editor-in-chief of Soundings Trade Only.

Gee brings experience in multimedia storytelling, journalism, and marketing, including work with ABC News, NASCAR, and Boating Industry magazine.

The conversation will be moderated by Michele J. Goldsmith, vice president and general manager of the Soundings Trade Only Group, who brings 35-years of marine manufacturing, sales, marketing, and media experience.

The panel will examine how AI is changing daily marketing operations, influencing budgets, and transforming the development, execution, and delivery of campaigns.

Additional topics include AI-driven search, brand visibility and audits, the evolving role of traditional media, and safeguards companies should consider when adopting new technologies.

Importantly, the discussion will explore how businesses can embrace innovation without sacrificing the authentic storytelling, credibility and relationships that distinguish their brands.

Leading Through Radical Change: Understanding the U.S. Retail Market

Wednesday, November 18 | 10:45–11:15 

One of the most closely watched developments in the North American recreational marine industry this year has been the financial restructuring of West Marine, one of the United States' largest marine aftermarket retailers.

In May 2026, West Marine filed for Chapter 11 bankruptcy protection, beginning a restructuring process that would reshape the company's financial position, retail footprint, and future strategy.

The company emerged from Chapter 11 in August, having reduced its debt by more than $265 million and consolidated its retail operations to approximately 100 locations.

The implications extend beyond West Marine, affecting manufacturers, suppliers, employees, customers, and marine professionals who depend on access to products, parts, and expertise. 

In a one-on-one conversation, Soundings Trade Only's Goldsmith will interview West Marine CEO Paulee Day about the decisions, challenges and leadership required to navigate this extraordinary period of change.

The session, Leading Through Radical Change: Understanding the U.S. Retail Market, will examine the circumstances leading to the bankruptcy filing, the restructuring process, and the impact of the changes West Marine has undergone in the six months since the filing.

The conversation will also explore how Day and her leadership team have worked with industry and financial stakeholders, retained essential talent, and maintained customer relationships during a period of considerable uncertainty.

Looking forward, the discussion will address West Marine's strategy for rebuilding, strengthening its market position and identifying opportunities for sustainable growth.

For international manufacturers and suppliers serving North America, the conversation offers an opportunity to understand changing marine retail dynamics and hear directly from a leader guiding a major business transformation.

Innovation, Market Intelligence, and Industry Leadership

Beyond the two Soundings Trade Only Group sessions, the North American Stage will feature presentations organized by IBEX and NMMA addressing technical, regulatory and commercial topics.

Tuesday's program opens with Importing to North America: Navigating Compliance, Certification & Market Entry, featuring representatives from the U.S. Coast Guard and the American Boat & Yacht Council (ABYC).

The session will offer perspectives for international companies seeking to understand regulatory requirements and access the North American market.

Also Tuesday, The Promise and Challenge of 3D Printed Boats will bring together experts from CEAD, the University of Maine and ADAXIS to explore advances in additive manufacturing and their implications for boatbuilding.

Wednesday's program includes The Case for Wood Composite Yachts, featuring representatives from Brooklin Boat Yard, Van Dam Custom Boats, Langan Design Partners, Rockport Marine and Professional BoatBuilder/IBEX, examining the applications of wood-composite construction.

Later that afternoon, NMMA leadership will present North American Market Perspective for Global Marine Stakeholders. Speakers include NMMA president and CEO Frank Hugelmeyer, NMMA Canada executive director Marie-France McKinnon, and NMMA chief administrative officer and senior vice president of operations Robert Newsome.

Thursday's sessions will examine the evolving marine marketing funnel, commercial applications of America's Cup racing technology, and lithium-ion battery system design, including battery management system shutdowns.

Together, these sessions connect emerging technologies, regulatory developments, market intelligence, and practical business considerations.

Join the Conversation

The challenges facing the marine industry are increasingly global, as are the opportunities to learn, collaborate and innovate.

Whether focused on manufacturing, distribution, marketing, retail, technology or leadership, attendees will gain access to experienced professionals and perspectives that can inform decisions and inspire new approaches.

Join us in Hall 12, November 17–19, to explore the ideas, innovations and leadership strategies shaping recreational boating's future.

For the full program schedule at the North American Stage, please click here.

 For information about the show, visit https://www.metstrade.com/