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The ongoing prosperity of our industry is dependent on a sustainable customer base and therefore boating participation is crucial to us all. This web area is designed to provide you with information, insights and ideas that can help British Marine members play their part in sustaining and growing participation above a baseline of 4 million people.

British Marine has a wealth of historic data on participation thanks to our collaborative work on the annual Water Sports Participation Survey. However it was the in-depth Futures report that British Marine commissioned in 2017 that set the foundation stone for our participation work. This enabled us to understand significant forecast trends together with the impact of social change on consumer habits as it related to boating.

We followed up the Futures report with a Segmentation and Barriers report which identified five different groups of potential participants, outlining the likely preferences and responses of each group. This information is an important enabler for British Marine members to develop new products that encourage participation, create personalised communications to new audiences and grow the market.