TheYachtMarket appoints Alisdair Martin to lead US strategy
Online boat marketplace TheYachtMarket has appointed Alisdair Martin to its executive board to support the development of a strategy focused on the US marine sector.
Martin has worked in senior roles across marine trade organisations for around two decades. His previous positions include VP of strategy at the National Marine Manufacturers Association and president of the Marine Marketers of America. In 2024, Savvy Navvy appointed Martin as a strategic advisor to its executive board.
“TheYachtMarket has consistently demonstrated the kind of progress and innovation that sets them apart in this industry,” says Martin. “Their agile approach and outstanding user experience represent exactly where the market needs to go. I’m excited to work with this team that is focused on bringing the boat-buying journey in line with what modern consumers expect.”
In 2024, TheYachtMarket launched Stantia, an integrated business management system that connects listings with customer interactions and sales activity. The system is designed to support brokers through a single operational interface that manages boat inventory, customer relationships, reports, etc.
The company says it is developing a digital sales process that helps address challenges facing the boating sector, including an ageing demographic and early attrition among new entrants — something that boot Düsseldorf show director Petros Michelidakis recently described as among the industry’s most serious issues.
“Alisdair’s appointment is a key part of our expansion into the US,” said Richard Roberts, CEO of TheYachtMarket. “His unparalleled understanding of the American marine market and proven track record in strategic development align perfectly with our mission to revolutionise the boat-buying experience. We’re building something truly different here, and having someone of Alisdair’s calibre working with our team validates the path we’re on.”
TheYachtMarket says it plans to position Stantia as a primary management tool for brokers seeking to increase operational efficiency, strengthen customer retention and streamline sales cycles.
“There’s a significant opportunity in the market for a platform that truly meets the expectations of the next generation of boat buyers,” Martin adds. “This creates tremendous potential for rapid growth, and TheYachtMarket is uniquely positioned to seize this opportunity. This is through the combination of an exceptional marketplace experience and professional-grade business tools that gives brokers everything they need to thrive in today’s market.”
