{"id":1532,"date":"2025-10-02T10:10:55","date_gmt":"2025-10-02T08:10:55","guid":{"rendered":"https:\/\/lliquida.com\/profilo-diportisti-italiani-2025\/"},"modified":"2025-10-02T10:18:11","modified_gmt":"2025-10-02T08:18:11","slug":"italian-boaters-profile-2025","status":"publish","type":"post","link":"https:\/\/lliquida.com\/en\/italian-boaters-profile-2025\/","title":{"rendered":"Boats and Generations: How to Expand the Boating Community When 80% Are Over 50"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Not exactly a sea for the young.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the opening of the 2025 Genoa International Boat Show, the President of Confindustria Nautica, <strong>Piero Formenti<\/strong>, shared the results of the new <strong>Osservatorio Nautico Nazionale (ONN)<\/strong>. The numbers speak for themselves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>80% of Italian boat owners are over 50<\/strong><\/li>\n\n\n\n<li>the largest segment is <strong>60\u201375 years old (45%)<\/strong><\/li>\n\n\n\n<li><strong>under-40s represent just 4%<\/strong><\/li>\n\n\n\n<li><strong>women represent 13%<\/strong>, though on average they are younger<\/li>\n\n\n\n<li>the <strong>South of Italy accounts for 25% of owners<\/strong>, and is the <strong>leading macro-area for younger boaters<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Source: [Confindustria Nautica \u2013 Osservatorio Nautico Nazionale, Genoa Boat Show 2025] (<a href=\"https:\/\/pressmare.it\/it\/saloni-nautici\/i-saloni-nautici\/2025-09-18\/salone-nautico-internazionale-analisi-armatori-italiani-85896\">https:\/\/pressmare.it\/it\/saloni-nautici\/i-saloni-nautici\/2025-09-18\/salone-nautico-internazionale-analisi-armatori-italiani-85896<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the <strong>US the median age of boat owners is 60<\/strong>, with more skippers over 70 than under 40.<br>Source: <a href=\"https:\/\/www.nmma.org\">NMMA 2024<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And across Europe, the <a href=\"https:\/\/www.europeanboatingindustry.eu\/\">European Boating Industry<\/a> has stressed the need to <strong>make boating more accessible<\/strong> to counteract ageing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">See also our <a href=\"https:\/\/lliquida.com\/en\/september-boat-shows-marketing-guide\/\">September boat shows marketing guide<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-it-happens-and-not-just-in-italy-\">Why it happens (and not just in Italy)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cost and complexity<\/strong>: boats are perceived as \u201cluxury toys\u201d with too many expenses (berthing, maintenance, insurance).<\/li>\n\n\n\n<li><strong>Time<\/strong>: under-40 lifestyles rarely allow full dedication; new generations prefer <strong>use over ownership<\/strong>.<\/li>\n\n\n\n<li><strong>Cultural codes<\/strong>: much communication still sounds \u201cold school\u201d, aspirational but exclusionary.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"where-the-opportunities-lie\">Where the opportunities lie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The ONN data is not a death sentence, but a roadmap:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Defend<\/strong> the over-50 core (high purchasing power, high-value units).<\/li>\n\n\n\n<li><strong>Expand<\/strong> by targeting youth, women, and Southern Italy.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-easy-access\">1. Easy access<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Boat clubs, memberships, fractional ownership: models that prefer <strong>experience over possession<\/strong>.<br>See also: <a href=\"https:\/\/lliquida.com\/en\/i-terzisti-le-barche-e-tutto-il-resto\/\">Marketing strategies for boatbuilders<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-modular-products\">2. Modular products<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dayboats 6\u20139 m, license-free options, family-friendly, app-connected.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-fast-training\">3. Fast training<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Sprint licenses (30\/60\/90 days) with mentoring in marinas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-segmented-communication\">4. Segmented communication<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Under-40s: clear monthly pricing, creator economy.<\/li>\n\n\n\n<li>Women: focus on safety, community, skipper ambassadors.<\/li>\n\n\n\n<li>South: start boating packages, marina networks.<br>Read more: <a href=\"https:\/\/lliquida.com\/en\/navigare-in-acque-competitive-e-affollate-come-il-tuo-brand-nautico-puo-distinguersi\/\">Standing out in a crowded nautical market<\/a>.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-local-events\">5. Local events<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Demo days, clinics, family weekends.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-to-measure\">What to measure<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>share of under-45 leads<\/li>\n\n\n\n<li>% of women in test drives<\/li>\n\n\n\n<li>rental \u2192 club \u2192 purchase conversion<\/li>\n\n\n\n<li>90-day repeat usage<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"final-takeaway\">Final takeaway<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Boating has two options: pamper the 80% over-50, or <strong>prepare for new generations<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At LLiquida, we turn numbers into strategies: from events to social positioning, to models that speak to tomorrow\u2019s owners.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read also: <a href=\"https:\/\/lliquida.com\/en\/nautical-stories\/\">The new funnel of the nautical customer<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not exactly a sea for the young. At the opening of the 2025 Genoa International Boat Show, the President of Confindustria Nautica, Piero Formenti, shared the results of the new [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1530,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[475,481,111,298,476,479,480,482,474],"class_list":["post-1532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-boat-club-en","tag-boating-clubs","tag-boating-industry","tag-comunicazione-nautica-en","tag-diportisti-italiani-en","tag-generational-trends","tag-italian-boaters","tag-marketing-communication","tag-nuove-generazioni"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boats and Generations: How to Expand the Boating Community When 80% Are Over 50- LLiquida<\/title>\n<meta name=\"description\" content=\"The ONN reveals that 80% of Italian boat owners are over 50. 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