Issue link: https://read.dmtmag.com/i/416199
TOP 100 new opportunities and technology to move the industry forward either. In 2013, Russo Marine became the third U.S.-based dealer to carry diesel-electric-solar Greenline Yachts. The boats, ranging in size from 33 to 48 feet, bring hybrid technology to the cruiser segment. Russo is the exclusive dealer in the New England market. The technology can help bring attention to the industry from people looking to make less of an environmental footprint. "The more we dug, the more we liked, the more we found, the more it was inter- esting," Larry Russo Sr. said. "Then I found they built 300 of these during the reces- sionary period, and then sold them all — they're not sitting on inventory around the world looking for buyers. This convinced us that this boat has merit, that there's a price point, there's a buyer, there's a believer in this technology." The changes in the industry from mul- tiples booms to busts over the last 70+ years have taught Russo Marine that sitting back waiting isn't the way to find success. It's a message that Russo tries to share with others through industry education and advocacy. "I say this to a lot of people, from my father, to me, to my two sons; we've never drawn a paycheck outside of the family business. We've got a lot invested in this," Russo said. "I can go around being sad all day long about what boating used to be and the glory days, but you can't do that. You have to look at today and you have to look at tomorrow and say, 'How do I re-shape my business to the new norm?'" Russo Marine also works to raise the profile of boating in its New England market through a number of events and creative marketing, from AquaPalooza to boat shows. The company also has educated thousands of boaters over the last 16 years through the course offered at its dealerships. Every Saturday from October thru March, Russo conducts train- ing classes to teach people how to be bet- ter, safer boaters. "You have to look at today and you have to look at tomorrow and say, 'How do I re-shape my business to the new norm?'" — Larry Russo Sr.