Bobby Heckel turns a lifelong love of boating into a new book

Bobby Heckel, 27, had a front-row seat to the world of boats from a young age, when his family ran Heckel’s Marina on West Division Street in Eagle River from 1992 to 2008.

“One of my favorite memories is the Eagle River boat show, where I think I was maybe four, and I sold a yellow Malibu because I liked the color,” Heckel said by phone from the Milwaukee area.

That childhood enthusiasm led him from local boat shows to a career in international sales — and now he’s sharing what he’s learned in “The Art of Selling Boats: The Boat Show Boss.”

After studying journalism at the University of Wisconsin–Whitewater and earning a postgraduate degree in business from London Metropolitan University, Heckel joined a leading pontoon manufacturer and managed sales across Qatar, Turkey, Mauritania, the United Kingdom, Italy, France, and Germany.

He eventually earned the nickname “The Boat Show Boss.” “I can’t even keep track of how many boat shows I’ve done in my life,” he said. “It’s something I live and breathe. Boat shows are what I love.”

However, when his mother was diagnosed with cancer a couple of years ago, Heckel left his job with the pontoon company. Looking for something meaningful to focus on, he decided to write a book.

He was inspired by how boats have become more technologically advanced and expensive, requiring new sales approaches, as well as by the need to adapt techniques for the Gen Z demographic.

In his book, Heckel shares examples of how staying humble and genuine can make boat shows less about selling and more about making lasting connections.

“Nobody wants to come off as a used car salesman in a tacky suit,” Heckel said, adding that the book also has value beyond the boating world.

“It’s not just a boat show book. It’s a guide on how to properly introduce yourself, how to get through conversations, and how to talk about what you’re passionate about,” he said. “Every time you go out the door, you’re selling yourself — whether you’re at the grocery store or ordering at a restaurant.”

Part of Heckel’s personal philosophy — in sales and in life — is being open and vulnerable about the mild form of cerebral palsy he was born with.

“I always knew I would never be an athlete in any way,” he said. “So the one thing my parents really instilled in me is the art of communication — the power of words. They always say the pen is mightier than the sword. And even though I have cerebral palsy, I can still do a lot of great things within the industry and in sales.”

His experience has also made him a passionate advocate for accessibility in boating. By promoting simple solutions like adding ramps to docks, he helps people with disabilities fully enjoy boat shows.

Heckel recalled a veteran in a wheelchair: “Because we had the ramp, he was able to come up, check out the boat — and buy it. Nobody else at the whole show had a ramp. He said, ‘This place really didn’t feel like it was for me until I got here.’”

Now that his book is out and his mother is in remission, Heckel is planning a book tour with stops at various U.S. boat shows. While he has no immediate plans to return to Eagle River, he isn’t opposed to revisiting his roots.

“We were blessed to be in Eagle River for so many years, and I can’t say how wonderful of a community it is,” Heckel said.

“The Art of Selling Boats: The Boat Show Boss” is available at theboatshowboss.com and on Amazon.