One minute, Polaris is forecasting further layoffs, and the next, BRP is posting year-over-year profit. To understand where the powersports industry is heading, you need to look at the micro, not the macro. We need to look more closely at the markets that make up the industry to see what areas are keeping businesses in the black—right now, it's personal watercraft (PWCs).
The entire powersports industry experienced pandemic-driven growth, but unlike the PWC market, not all areas have continued to grow. According to PowerSports Business, this isn't just an idea, it's a fact, as Yamaha WaterCraft General Manager, Bryan Seti, said 45% of PWC buyers are first-time owners. But in such uncertain socioeconomic times, how is such a pricey hobby continuing to grow? Well, the term 'pricey' is relative.
An entry-level Yamaha JetBlaster starts at $8,499, while Sea-Doo's entry-level machine, the Spark, starts at just $6,999. Both options are cheaper than any full-size UTV, and way cheaper than a boat. PWCs are being bought at nearly a threefold rate when compared to the aluminum or pontoon segments. Even beyond the pontoon market, new boat sales are down around 9-10% in 2025 compared to 2024.
