One of the overlooked niches of the U.S. economy is the male leisure market, aka boys and their toys. These are the snowmobiles, jet skis, dirt bikes, and other motorized paraphernalia that active men use to entertain themselves in their off hours. One of the peculiarities of the business is that it tends to run at two speeds. When times are tough, men figuratively retreat to their caves, allowing FOR SALE signs to sprout like crabgrass on ski boats and weeds to grow between the wheels of their trailers. But when guys are feeling good, their enthusiasm becomes infectious. Manufacturers extend their product lines, expand their marketing, and allow innovation to flourish.
After years of delayed gratification, the male market seems poised for a breakout in 2014. Here’s a look at some of the recent activity: