BoatLife 2024 Powered by Suzuki not only held its own against the backdrop of a challenging market, but the show stage this year represented a clear uplift from the previous one. Is the UK’s sole winter indoor boat show coming of age? HMS reviews this year’s event held at Birmingham NEC.
During its four-day run, BoatLife 2024 Powered by Suzuki solidified its position as a valuable pre-season sales show for the UK boating community. Despite current market challenges, the organisers reported being pleased to see attendance figures closely mirroring those of last year. This trend was notable not only at BoatLife but also at coinciding long-standing events such as the Camping & Motorhome Show, which this year experienced a departure from its typical sell-out status.
It was also encouraging to see that from the opening day of the 2024 show, the event proved itself to be a successful sales platform for a number of brands, thereby setting the tone for the three following days. Feedback from exhibitors included the fact that they enjoyed a flow of high-quality enquiries, solid leads and potential deals too – not just in terms of the boats displayed but also the equipment, holiday packages, and other products and services on offer. One of the most surprising news stories came from Lakeland Leisure, who achieved two narrowboat sales on the very first day! Moreover, the show’s emphasis on lifestyle generated a warm and welcoming atmosphere for family fun, with the pool, beach and bar area becoming a vibrant hub of activity.
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Who’s there?
The layout of the show worked well, and it was clear that the BoatLife team had put a great deal of effort into its planning and presentation. As a result, there were no ‘dead’ zones or wasted areas assigned to irrelevant ‘stocking filler’-type exhibits. Each metre was made to count, and in that way the show and its theme remained focused and relevant. It certainly looked more professional and cohesive than the two previous BoatLife shows. This contributed to the sense that the event is progressive year on year, and as a consequence it’s laying the foundation for greater things to come.
Though the show has a strong fishing/boat angling theme, in reality, it’s the family-orientated, leisure boat sector of the market that forms the mainstay of what BoatLife is all about. The numerous companies that put on great displays included: IdealBoat, with their ever-popular Saxdor, Chaparral and Finnmaster sports craft; Gibbs Quay, who came with a fine display of Salpa, Schaefer and Atlantic boats; Wills Marine, with their Nordkapp RIBs and cabin weekender craft, and their Ukrainian family-orientated Grand RIBs; and The Wolf Rock Boat Co., who not only displayed an array of BRIGs and UMS utility craft but also put up a very generous ‘win a boat’ show prize with power partner Suzuki. It was also good to see MCC displaying two of their offshore-styled XO adventure craft, and Bates Wharf, who came with a selection of their leading boat brands for the public to peruse and ponder.
Indeed, all such names did the show proud and put much effort into their displays, as well as extending show visitors a friendly and relaxed welcome. A walk of this year’s aisles allowed show visitors to also see, first-hand, brands such as Axopar, Beneteau, Excel, Sea Ray, Parker, Cobra and Ribcraft, each exhibited by their respective UK representatives. The overall result was a convincing mix of craft, in terms of both type and price, that ensured that the key strata of the sub-50ft motorboat market were convincingly represented. That’s not to say that the show couldn’t do with more participating companies, because it does have need of such.
Potential yet
Building a show takes both time and perseverance, and most of all a collective will on the part of the industry to invest with the long term in view – a case of investing in its own future. For let’s face it, a show will never become the kind of event everyone wants unless the industry itself commits to it. BoatLife represents an opportunity for the industry – one it would be foolish to let slip through its hands in my view.
Although Mercury, courtesy of E.P. Barrus, and of course Suzuki, the show’s headline sponsor, were proudly displaying their wares, it was a shame that Honda have still not yet taken the decision to support the show at corporate level. Likewise Yamaha – especially now with their ever-growing list of premier brands – were also conspicuous by their lack of corporate presence. These companies surely need to be exhibiting at this event in order to ensure that, from here on in at least, their brands are not left out in the cold. Besides, with virtually all of the craft displayed at this year’s show being powered by outboard motors, BoatLife, even more so than the Southampton Boat Show, is starting to become the UK’s premier outboard power-focused showcase.
Putting the matter of exhibits and exhibitors aside, it was good to see other media present at the four-day event this year. These included bloggers, video content creators, members of the Yachting Journalists’ Association and editorial staff from Motor Boat & Yachting magazine. This was encouraging because the show needs credible media taking it seriously and giving it the coverage it deserves.
The organisers’ take
In conclusion, BoatLife 2024 was undoubtedly a success, and according to Richard Dove, its intrepid organiser and promoter, a good number of key companies have already rebooked for 2025. ‘Over the course of the next few months, we anticipate being able to announce further exciting news with regard to next year’s show, which will once again be held at Birmingham NEC,’ Dove told PBR. ‘From the organiser standpoint, it was great to watch BoatLife’s third edition come to life and then run so smoothly. Exhibitors went all out with their displays, and it was wonderful to welcome both new and returning companies. Despite the current financial climate, the industry appeared encouraged by the quality of attendees and the overall mood of the show.’
Dove continued: ‘In a niche market, and only in year three of it being staged, even so, BoatLife 2024 produced worthwhile enquiries and good sales results for many businesses, with a positive attitude expressed by exhibitors and visitors alike. Alongside the great range of boats on display, activity experiences and targeted zones meant this year’s show broadened its audience appeal, I feel. These lifestyle features helped to create a “family day out” atmosphere, which is something I want to build on going forward. Things are already on the move for 2025, and we shall certainly not be sitting on our hands over the weeks and months to come. The race is on, and I’m not alone in my thinking and intentions: BoatLife has real potential to establish itself as the UK’s number one water sports and leisure boating event.’
The dates for the next BoatLife show are 13-16 February 2025.
Other highlights
BoatLife 2024 recognised an array of achievements in the marine industry, such as the new Best of BoatLife Awards, voted for by the public. Technical Marine Supplies clinched the title of Best Interactive Stand, while the category of Best Inland Boat went to the excellent Balt 818 from Bray Marine Sales Ltd. Wills Marine’s impressive Nordkapp Airborne 8 took home the prize for ‘Best RIB’, and ‘Best Adventure Boat’ was claimed by XO Boats, whose DFNDR was a true standout.
Amidst this celebratory vibe, the Yachting Journalists’ Association Awards added an extra layer of excitement. At the forefront was Lawrie Smith, awarded Yachtsman of the Year, acknowledging his exceptional skill, dedication and achievements in the world of yachting. Alongside him, Jess Powell and Ben Greenhalgh emerged as joint winners of the Young Sailor of the Year award, with both their talent and promise being appreciated.
The Angling Zone was buzzing, notably with the highly anticipated announcement of the inaugural BoatLife Fishing Tournament. Interactive activities such as the Shimano Fishing Simulator drew continuous crowds, proving to be a big hit. With 526 fish fights, including 294 adults and 232 juniors, the overall winner received a full Mustang waterproof set, and prizes worth £2k were distributed. In total, approximately 800 people, including disabled anglers, participated over four days. Similarly, immersive experiences in the GJW Activity Pool run by Rockley saw more than 220 people take to the water for some entertaining have-a-go sessions that ramped up the fun factor.
‘What struck us about BoatLife were the friendly visitors and exhibitors that created a very positive vibe. Partnering with The Rustic Chef on the main stage was a great move and we’ve sold out of most products … Couldn’t be better!’
Laura, Mermaid Gin
‘It has been an impressive show for sales – we’ve seen BRIGs and Kolibris sold, plus lots of solid enquiries and leads.’
The Wolf Rock Boat Co.
‘This has been a really good show and great for us participating as a multi-brand company. The stand saw plenty of footfall, lots of questions asked and quotes being sent out. This year was really well organised.’
Amber, Navico
‘Showing the Bass Pro Tracker Boats was great, and we sold the 18 model on Friday, which was impressive! New brands always take time to be seen, known about and understood, so BoatLife is a great way to showcase them.’
Ben Stevens, RBS Marine
‘The clientele has been spot-on with people coming who are actively looking to buy a boat and people that have seen the brand before. For 2025, we’re going to be looking at bringing the XO DFNDR A8 fishing model to the boat show.’
XO Boats
‘BoatLife has been fantastic! We have a number of dealers here and the great news is they’ve made sales and enjoyed working with quality customers. We are very happy all round.’
James Tonks, Suzuki – headline sponsors
‘We have sold three trailers, and overall, the quality of the people we’ve spoken to has been very good.’
Seve, Vanclaes BV
‘We’ve amalgamated the brands that we are dealing with, which are Viking River Cruises, Jeanneau and Delphia, and we found that by doing so, the stand was a lot busier, with very good leads and enquiries. Hopefully a couple of sales will be confirmed in the next week or so, and it was generally a very good show, which we’ll be back attending next year.’
Guy Girling, Tingdene
‘Loved being the demo chef for the first time at BoatLife! Created some unique dishes in partnership with the guys at Mermaid Gin. The crowd was great: I had plenty of fun cooking and interacting with everyone at the show.’
Martin Dawkins, The Rustic Chef
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