For close to four decades, David Wood (Woodsy) has been part of the fabric of BLA.
As Director of Product at BLA (Boating, Lifestyle, Adventure) David has spent nearly 38 years with the organisation, building an industry career that has taken him from local boat shows to some of the most important international marine trade events in the world.
Across the Australian marine sector, he is widely recognised as one of the industry’s most experienced product specialists. Whether walking the aisles at METS, IBEX, Sanctuary Cove, Sydney, or other key trade and consumer shows, David has become a familiar face to suppliers, dealers, manufacturers and boaters alike.
His role has always extended beyond product selection. It is about understanding how equipment is used, where the market is heading, and how global innovation can be brought into the Australian and New Zealand boating landscape.
Today, David leads BLA’s product team, which is responsible for developing the company’s growing private label range while also representing a portfolio of respected international marine brands across the region.
Marine Business News last year explored the broader BLA story, tracing its journey from Bob Littler Agencies through to its position today as part of Brunswick Corporation. This time, the focus shifts to David Wood, whose own career has been closely tied to that evolution.
Through almost four decades with the business, David has seen BLA change, grow and adapt to new markets, new technologies and changing customer expectations. His perspective offers a valuable insight into both the company’s history and the direction of its modern product strategy.
That direction will be clearly visible at this year’s Sanctuary Cove International Boat Show, where BLA is preparing to present a much larger display in an all-new location on the deck near Dragon Cove restaurant.
The new presence will give BLA a stronger platform to showcase its brands, introduce new products and connect with trade customers, boat builders, retailers and consumers. For David and the wider BLA team, SCIBS is more than a major show on the calendar. It is a chance to show how the business continues to evolve while remaining closely connected to the people and market it has served for decades.
Ahead of the show, Marine Business News spoke with David Wood about his career, BLA’s modern product direction, and what visitors can expect to see from the company at Sanctuary Cove.
This is what he had to say.
David, you have been with BLA for close to 38 years. When you look back over that time, what are the biggest changes you have seen in the business and in the marine market more broadly?
I’d say the biggest change has been the impact of technology and social media. Early on, the focus was simply on getting quality products into the market. There were far fewer suppliers back then, with the US and Japan as the primary manufacturing bases.
Today, the landscape is completely different. We now have multiple countries producing products, significantly more competition, and customers who are much more informed.
Technology, in particular, has shifted our role from purely distributing products to delivering complete solutions. Alongside this, we’ve developed our own brands while continuing to represent global ones.
Overall, the business has evolved from a straightforward distribution model into something far broader and more strategic.
BLA has evolved from Bob Littler Agencies into a major regional marine distribution and product business. From your perspective, what defines the modern BLA era?
I see the modern BLA as a bigger, more capable business with a much clearer sense of direction. We’ve moved well beyond the old agency model and now operate as a full‑service marine business, distributing leading global brands, developing products in‑house, and delivering complete solutions to our customers.
We’re also a lot more data‑led and customer‑focused than we used to be, looking at categories rather than just selling individual products. Alongside that, we’ve continued to strengthen our global brand partnerships while building real momentum in private label.
Overall, it’s left us with a broader, more strategic business that’s better positioned to adapt as the market changes.
You are well known across the industry for your presence at international trade shows such as METS and IBEX. How important are those global supplier relationships in shaping the products BLA brings to the Australian and New Zealand markets?
They’re incredibly important, arguably more so now than ever. When I first joined BLA in the late ’80s, I had the opportunity to attend IMTEC in the US, and even then it was clear that building strong supplier relationships was critical to securing and growing brands.
That fundamental truth hasn’t changed, but the impact of those relationships has only increased.
Attending shows like METS and IBEX gives us direct access to our key partners, and more importantly, an early view of where the industry is heading, whether that’s new products, emerging technologies, or shifting customer expectations.
These relationships mean we’re not just selecting products; we’re actively helping shape what comes into the Australian and New Zealand markets, ensuring it’s relevant locally. The closer we are to our suppliers, the better aligned we are strategically, and that ultimately translates into a stronger, more curated offering for our customers.
As Director of Product, you lead a team responsible for both private label development and representing international brands. How do you balance those two parts of the product strategy?
We balance it by being clear about the role each plays. Our international brands bring credibility, drive demand, and connect us to global innovation and trends, that’s a significant strength.
Private label gives us the ability to stay competitive, respond quickly, and solve for specific local market needs, while also building our own brand equity.
The key is making sure there’s a clear separation of roles so they complement each other rather than overlap. Our global brands set the benchmark and draw customers in, while private label fills gaps, adds choice, and captures additional value.
So it’s less about trade‑offs and more about how the two work together to strengthen the overall offer and lift the category.
BLA will have an all-new display at Sanctuary Cove this year, including a new and larger location on the deck near Dragon Cove restaurant. What can you tell us about the thinking behind the new stand and what visitors can expect?
The show circuit has certainly evolved over the years. In the early days, there were events held across multiple states, often several times a year. Even Sanctuary Cove has changed, today it sits within a residential and retail precinct, and as that’s expanded, the overall show footprint has become more compact.
At the same time, Sanctuary Cove has firmly established itself as the leading show in the region, with strong international recognition.
Our move into a larger, dedicated space on the deck was about better showcasing the full breadth of what BLA has become. It allows us to present a compelling mix of leading global brands alongside our private label ranges in a more cohesive, category-led way.
How important is SCIBS for BLA as a platform to connect with boat builders, dealers, retailers, industry partners and consumers?
SCIBS is incredibly important for BLA, it’s the one event where the entire industry comes together in one place. It gives us a valuable opportunity to connect directly with boat builders, dealers, retailers, suppliers, and end consumers all at once.
From a business perspective, it’s not just about showcasing products, it’s about strengthening relationships. We bring a large, experienced team to the show, enabling meaningful, informed conversations and demonstrating the depth of expertise across the business. It also provides a real-time pulse on what’s happening in the market.
We understand BLA will be launching new products and new brands at the show. What can you share about what will be on display?
At SCIBS, we are excited to announce our new BLA distribution partnership with Iris Innovations, a manufacturer of rugged camera solutions engineered for harsh environments and known for their feature‑rich, cost‑effective thermal imaging and night vision systems.
We are also proud to introduce Borika to the market, a European manufacturer of high‑quality quick‑mount accessories and mounting solutions designed for a broad range of marine applications.
In addition, we will be showcasing the latest tech from the leading brands distributed by BLA, including Minn Kota, Humminbird, Dometic, Lewmar, Whale, Lenco, Scanstrut, Vanemar, Quicksilver, and more.
And it doesn’t stop there. The BLA product team has been busy, with more new products and brand announcements planned for our own industry event, the BLA Trade Show, in July.
Are there particular product categories where you are seeing strong growth or renewed interest from the market?
We’re seeing strong growth across several key categories, particularly those driven by technology and ease of use. Anything that enhances the overall boating experience, such as electronics, integrated systems, and automation, is gaining real momentum. Products like electronic steering, advanced electronics, Lithium technology and smart onboard systems are becoming increasingly important.
At the same time, there’s renewed interest in core categories where innovation is improving reliability, performance, and design. Areas like mounting solutions, fishing essentials, and onboard accessories continue to evolve, especially as customers look for more tailored and complete setups.
Overall, the trend is clearly towards products that are more integrated, user-friendly, and designed to simplify time on the water.
When BLA assesses a new product or brand, what are the key things you look for before deciding it is right for the local market?
When assessing a new product or brand, the first thing we look for is whether it genuinely adds value, either by filling a gap in our range or improving on what’s already available. It needs to align with our broader category strategy and complement our existing portfolio.
Quality and reliability are critical, particularly in a marine environment, but we also place a lot of importance on the supplier behind the product, their capability, long-term vision, and willingness to partner with us in the market.
Local relevance is another key factor. Not every global product translates directly, so we assess how well it meets the needs of Australian and New Zealand customers, and whether it can be adapted if required.
Ultimately, it comes down to strategic fit, product integrity, and market demand. If it strengthens our overall offer and helps us deliver better solutions to our customers, then it’s something we’ll seriously consider.
After almost four decades in the business, what still excites you most about product, innovation and the future of the marine industry?
What still excites me is that the industry never really stands still. There’s always something new, whether it’s technology, materials, or how products integrate into the overall boating experience.
I still get a lot of energy from seeing a new product or innovation and thinking about how it can genuinely improve time on the water, especially products that are making boating easier and more family-friendly. Things like electronic steering, autonomous docking, and evolving boat designs are all changing the experience.
I’ve always made a point of staying close to the OEMs to make sure we’re bringing smarter, more integrated solutions into the market.
And there’s still plenty ahead of us, whether that’s better solutions, stronger brands, or new categories, so it feels like there’s a lot more opportunity in front of us than behind.
For more information about BLA, visit their website HERE
