More Than Two Decades, One Industry
The Road to Marine F&I Coaching
At first, I didn't set out to build a coaching company. I set out to excel in my career in the marine industry, and along the way I started getting asked to help others with their careers and dealerships.
From Receptionist to Business Manager
I joined MarineMax while in college and spent sixteen years across four different locations, holding nearly every role in the building, Receptionist, Administrative Assistant, Title Specialist, F&I Admin Assistant, Front Office Manager, HR Generalist, Marketing Coordinator, Executive Assistant, Assistant Business Manager, before being named primary Business Manager in 2014. During these years, I also had the opportunity to work alongside and learn from CEOs and C-level executives, gaining exposure to leadership and business operations well beyond my individual role.
The Transformative Years
As Business Manager at MarineMax, I took over an underperforming, troubled location and turned it into one of the top 5 in the nation, growing the F&I department from under $300,000 in revenue to over $800,000 in revenue.
Business Manager by Day, MBA by Night
While still running the department, I enrolled in my MBA. In January 2021, with the program nearly finished, I stepped away from my role to figure out my next chapter. What started as an MBA entrepreneurship project to help old coworkers turned into a business almost by accident, as calls kept coming in from other dealerships, that's how EH2O was born, as a side hustle.
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From Director of Finance to Full-Time Founder
While running EH2O on the side, I joined The Boat House Group, a privately owned dealer group, as Business Analyst, then was promoted to Director of Finance after showing what a properly run F&I department could do for their business. In October 2022, I resigned to build EH2O full-time. That same year, I hosted the first F&I Summit, bringing marine business managers and industry professionals together in a dedicated marine-only event for the first time.
The Track Record
EH2O's first client, a Florida marine dealer building a business office from the ground up, generated more than $400,000 in additional revenue in just six months, while delivering a noticeably better customer experience. In 2023, the industry began to take notice: Boating Industry recognized me with its Women Making Waves award. That same year I earned my remote online notary certification, expanding the range of services I could offer dealerships and boat buyers alike.
The Road Ahead
Every transformed business office tends to bring the next one. Nearly 40% of EH2O's work comes from clients who came back, or dealers who heard about EH2O and called.
In 2024, Boating Industry named me a Movers & Shakers honoree, the same year I earned my U.S. Coast Guard Captain's License. In 2026, I joined the YLAC committee for MRAA. Today I host online training sessions for marine professionals and regularly share industry news, insights, and practical tips. The work is far from finished and the most significant part is still ahead.
The EH2O Philosophy
What I Believe
My approach didn't come from a training manual, it came from experience. I learned F&I the hard way, closing deals with no one showing me the ropes, making my share of mistakes along the way. What I found on the other side of that experience is the foundation everything else is built on.
Ethics Over Easy Money
Doing the right thing is crucial for a business office to succeed long term. I won't teach, or tolerate, any kind of shortcuts such as playing with numbers, hiding costs, or pushing a customer when a deal isn't right for them.
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Relationships Over Transactions
Every successful closing I've ever had came down to the same thing: treating the customer like a human being, not just another number, sale, or signature. A boat sale isn't a single moment, it's the start of a relationship.
Authenticity Over Scripts
I'm not salesy and I do not believe sales conversations should be read from a script. I teach to listen for what's actually needed, and to be comfortable saying what you think is best for the customer.
Personalized, Never Cookie-Cutter
I reject one-size-fits-all training in favor of assessing the dealership, the business manager, and the customer in front of me, and creating a plan for what they actually need.
Convenience and Compliance
In an office where you have to cross the T's and dot the I's, being even slightly non-compliant can get expensive fast. However, doing things right doesn't have to mean slower. A process built to protect the dealer and the customer without friction.
Empowering, Not Just Selling
I know what it's like to be thrown to the wolves, figuring F&I out on your own with no guidance, frustrating and stressful. My goal is to show the way, so finance professionals can become the best version of themselves.
Beyond the Business Office
A Career and Life On The Water
Away from the office, you'll find me on the water. I'm a boater, not just someone who understands the business side of this industry, but someone who genuinely loves the lifestyle. I know what it feels like to fall in love with a boat and to go through the process of buying one. That's not a credential exactly. But it shapes how I think about every deal, every customer, and every business office I walk into.
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Every Credential Has a Mission Behind It
Memberships & Credentials
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2023 Boating Industry Women Making Waves
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2019 Boating Industry 40 under 40 Honoree
MBA, Business Administration and Management
Member at International Yacht Brokers Association
Board Member at American Association of University Women
Member & Industry Representative at Youth Leader Advisory Council
2024 Boating Industry Movers & Shakers
U.S. Coast Guard Licensed Captain
Extended
Advocate & Trainer
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Licensed Notary Public & Bonded Online Notary
Let's talk
The First Step Is Just a Conversation
I've shared who I am and how I work. If it sounds like my experience could bring value to your dealership, I'd genuinely like to hear about your business. No pitch, no pressure, just two people who take the boat business seriously talking about what's possible.