NMMA Hall of Fame Award
2015: Robert Long, JRL Ventures, Inc./Marine Concepts and Dusty McCoy, Brunswick Corporation
Dustan "Dusty" McCoy
Dusty McCoy joined the Brunswick Corporation in 1999 as Vice President and General Counsel. In 2000 he spearheaded the formation of the Brunswick Boat Group, to bring all of Brunswick’s nearly 20 boat brands under one umbrella.
With McCoy at the helm, the fledgling Boat Group set about a series of changes in the development, manufacture and marketing of its boats— stressing quality, efficiency, innovation and customer satisfaction— values that still drive Brunswick today.
In 2005 Mr. McCoy assumed the reins of Brunswick Corporation as Chairman and Chief Executive Officer. He quickly won over dealers, customers, employees and the financial community, and emerged as an active and persuasive spokesperson and advocate for the recreational boating industry.
As such he advocated for boating interests in diverse issues, including boating safety, growing youth and minority participation, affordability, and conservation. He literally traveled the world as an evangelist for the values and positive aspects of boating.
The recession of 2008 hit the marine industry hard, and Brunswick, like many marine companies, saw its overall sales decline dramatically. Under McCoy’s steady hand, Brunswick responded efforts to reduce spending, improve operations, protect the distribution and dealer network and to lay the groundwork to emerge a stronger Company.
Dusty McCoy honed in on the positive aspects of the industry, citing the firm underpinnings of the marine market and boaters’ unflagging desire to be on the water. He challenged his company and the industry to offer new models with more innovation and appeal at the same or lower price points. He stressed expanding and embracing international markets. As testament to McCoy’s emphasis on innovation, Brunswick has been granted a total of 1,139 patents since 2000.
During the recession, Brunswick also introduced the Brunswick Dealer Advantage, offering dealer support services and tools to help build long-term profitability.