At the top of Gary Johnson's job description as marketing manager for ShoreMaster is his responsibility to stay abreast of trends. One of his specialties is boat lifts.

"Trends in boat lifts vary from region to region," he says. "In many areas, hydraulic lifts are becoming more popular than conventional hand-crank and cable systems, because they're quieter, faster, neater-looking, and more environmentally friendly. Plus, hydraulic lifts aren't much more expensive than traditional systems."

One trend Johnson has observed, especially in the Midwest, is that people are buying multiple boat lifts. He says the reason for this is the growing popularity of pontooning, especially with families. People are buying additional boats because they still want a boat they can fish or water ski behind, hence the need for multiple boat lifts. He likens the trend to car-buying habits. "In the 1950s, everybody had a house with a single-car garage, in the '70s, everyone had two-car garages; now, it's three-car garages."

Another trend he sees is a shift to more floating lifts. Prime waterfront property is scarce, so people are forced to berth in less desirable areas of the lake where it might be muddy or deep, which requires a floating lift.

With an aging population, Johnson is seeing more boaters turn to motorized lifts and remote controls. "Not doing things manually is a continuing trend," says Johnson.

There's also money to be made from boaters who prefer to contract for boat lift installation and removal of services. Johnson says that traditionally, boaters would get together with neighbors to remove water front equipment from the water. "Now there's a growing trend to get it done professionally."

Johnson says there's a definite move, especially in the Northern states that experience extremely inclement winter weather, toward making boat lifts aesthetically pleasing and more environmentally friendly. Boat lifts also need to be easier to remove, and thus accessory products have been developed to assist these situations.