West Marine's collapse into Chapter 11 bankruptcy protection in May 2026 sent a shudder through the US marine retail sector. Eighteen months on, the giant retailer's restructuring and recovery will be dissected on stage when a heavyweight line-up of North American marine industry figures gathers at Metstrade 2026 in Amsterdam.
The North American Stage, located in Hall 12, runs across all three days of the show, from 17 to 19 November. Staged in partnership with the Soundings Trade Only Group, the International BoatBuilders' Exhibition & Conference (IBEX) and the National Marine Manufacturers Association (NMMA), it features nine sessions covering everything from artificial intelligence and retail transformation to new boatbuilding materials.
One session, New Tools, New Rules: Marketing in the Age of AI, runs on the Tuesday afternoon. It brings together Matt McKenna, co-founder of marine PR and marketing agency McKenna Townsend, Laurie Louvier, vice president of marketing for Dometic Marine, and David Gee, the new editor-in-chief of Soundings Trade Only. Gee's background includes work with ABC News, NASCAR and Boating Industry magazine.
Moderating the panel is Michele J. Goldsmith, vice president and general manager of the Soundings Trade Only Group, who brings 35 years of marine manufacturing, sales, marketing and media experience to the discussion. Topics include AI-driven search, brand visibility and audits, the evolving role of traditional media, and how companies can embrace new technology without losing the authentic storytelling and credibility that distinguish their brands.
The retail sector gets its own session too, and West Marine is at its centre. The company emerged from Chapter 11 in August, having reduced its debt by more than $265 million and consolidated its retail operations to approximately 100 locations.
Goldsmith will interview West Marine CEO Paulee Day one-on-one in a session titled Leading Through Radical Change: Understanding the U.S. Retail Market. The conversation will examine the circumstances leading to the bankruptcy filing, the restructuring process, how Day and her leadership team retained essential talent and customer relationships through the upheaval, and the company's strategy for rebuilding and identifying opportunities for sustainable growth.
Elsewhere on the programme, IBEX and NMMA have organised a session on importing to North America, covering compliance, certification and market entry, with representatives from the US Coast Guard and the American Boat & Yacht Council (ABYC). There's also a session on 3D-printed boats featuring CEAD, the University of Maine and ADAXIS, and one on wood-composite yacht construction with Brooklin Boat Yard, Van Dam Custom Boats, Langan Design Partners, Rockport Marine and Professional BoatBuilder/IBEX.
NMMA president and CEO Frank Hugelmeyer will join NMMA Canada executive director Marie-France McKinnon and NMMA chief administrative officer and senior vice president of operations Robert Newsome for a session titled North American Market Perspective for Global Marine Stakeholders, on the Wednesday afternoon.
Thursday's sessions round out the programme with a look at the evolving marine marketing funnel, lithium-ion battery system design, including battery management system shutdowns, and the commercial applications of America's Cup racing technology, closing out three days in which the industry's response to one of its toughest years will be as closely watched as any new boat on the water.
