IBEX 2015: Brunswick CEO wins top magazine honor

Brunswick Corp. CEO Dustan McCoy was named Boating Industry magazine’s Mover and Shaker of the Year.

Brunswick Corp. CEO Dustan McCoy was named Boating Industry magazine’s Mover and Shaker of the Year.

Boating Industry editor-in-chief Jonathan Sweet presented McCoy with the award Tuesday morning during the International BoatBuilders’ Exhibition & Conference Industry Breakfast in Louisville, Ky.

Besides McCoy, Boating Industry also recognized three other Movers & Shakers at this year's event: Carl Blackwell, of Discover Boating; Austin Singleton, of One Water Holdings; and Bill Yeargin, of Correct Craft.

"Among an incredibly strong group of nominees, Dusty McCoy stood out for his leadership through the recession and how he helped position Brunswick for growth," Sweet said in announcing the award, according to an article published by Boating Industry.

Sweet cited Brunswick's investment in new-product research and development, especially Mercury's new purpose-driven sterndrive engine, as key factors in the choice of McCoy.

"To be successful as the industry recovered, Brunswick has focused on product research and development, bringing a bevy of new boats and engines to the market in the past two years," Sweet said.

“In the darkest days of the industry crash, as dealers and manufacturers were disappearing across the country, some thought that it was only a matter of time before the biggest of them all followed suit,” says Boating Industry’s article detailing McCoy’s path that led to the honor. “Yet despite its struggles at the time, a leaner Brunswick Corp. survived and now sits as a stronger, more profitable company than it was before the recession.”

“We have to be very realistic in the U.S. that our fundamental customer base is in decline,” McCoy told the magazine. “There are changing demographics that are coming at us and we’re not going to be able to change those.”

“We have got to, as an industry, really begin to address how we bring this changing demographic into the industry,” he said. “To keep the industry the way it is and to think we’ll be able to be healthy long-term would be a big mistake for all of us.”