Issue link: http://read.dmtmag.com/i/731772
28 | Boating Industry | October 2016 www.BoatingIndustry.com SURESHADE FOUNDERS Dana and Ron Russikoff have spent a lot of time on the water and kept noticing that the existing sun protection on most boats was inadequate, cumbersome and not user friendly. "As time went on, we saw it as detracting from the overall aesthetic of boat design," said Dana Russikoff. SureShade "came from just being boaters ourselves and wanting to make sure we had adequate shade that was easy and user friendly." With that in mind, the Russikoffs launched SureShade in 2007, which, just in case you have a short memory, was not exactly the best time to be bringing a new product to the marine market. Still, the company hit the 2007 IBEX to meet with boat builders and show them the system. There was immediate interest, Rus- sikoff said, and SureShade worked closely with Boston Whaler to further the develop- ment of the product. After months of work, it was launched aboard the Whaler 270 Outrage at the 2009 Miami International Boat Show. Since then, SureShade has expanded and is now available on more than 65 models across more than 50 brands. The company will be exhibiting at METS in Amsterdam for the fi rst time this year as it looks to reach new customers. The new SureShade RTX Pull-out Shade, though, has the potential to drastically grow the market for SureShade, Russikoff said. The original SureShade was targeted MOVER & SHAKER FINALIST DANA RUSSIKOFF DANA RUSSIKOFF, CO-FOUNDER SURESHADE, PHILADELPHIA "WE WANT PEOPLE TO BOAT MORE BUT AT THE SAME TIME WE ALSO WANT THEM TO BE SAFE WHILE DOING IT."