Company Overview

Company Overview 2017-09-13T14:37:00+00:00

SureShade® designs and manufactures innovative marine sunshade systems that enhance and facilitate the boating experience. Our patented telescoping sunshade systems offer boaters more choice, comfort and convenience for sun protection on-board boats.

Our Mission is Two-Fold

  • To provide marine trade professionals – such as boat builders, boat refitters, boat dealers, marine canvas fabricators and marine accessory providers – with cutting-edge shade solutions that increase their value in the market
  • To provide private boat owners with a better marine sunshade solution for their boats – offering choice, comfort and convenience

Inventing a Standard

It all started with an idea. An idea that one of the most basic needs on a boat – protection from the sun – should not be cumbersome for boaters or visually unappealing for boat designs.

As we saw marine technology and boat design features continue to evolve in the industry, the very tangible need of sun protection remained a design afterthought for most builders. Open cockpits remained uncovered and the burden of how to figure out a solution for shade was on the shoulders of the boat owner. The solution usually involved a set of fixed poles drilled into sides of a boat, awkward bimini structures or flimsy add-ons that only provided temporary shade.

Ron Russkioff, SureShade’s inventor and co-founder, set out to invent a shade product that offered boaters something different – eliminating tedious canvas handling and providing shade where once not possible.


Today, SureShade is featured on over 100 boat models with a variety of automated and manual shade products to provide options for nearly any boat size, style or budget.

Our Company History

2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017

2007

Industry Introduction

SureShade displays first shade prototype to industry at 2007 IBEX event

2008

OEM Production Begins

SureShade begins engineering work with Boston Whaler as first OEM client

2009

Commercial Launch

– First patent for telescoping framework design awarded
– SureShade commercially launches on first OEM with debut of Boston Whaler 370 Outrage at 2009 Miami Boat Show
– MTF Manual shade nominated for a 2009 IBEX Innovation Award

2010

Early Adopter Acceptance

– SureShade noted by the NMMA as one of the features that contributed to Boston Whaler’s 2010 National Marine Manufacturers Association Innovation Award for the 370 Outrage
– Second OEM debuts at Miami Boat Show with Mastercraft 300

2011

Game Changing Patents

– Patent for Arched Roller Canvas design approved
– SureShade offered on 3 boat models as factory option
– SureShade Inventor, Co-Founder and Operations Leader Ron Russikoff as a Strategic Growth Leader in the Marine Industry

2012

Increased Production Capacity

– SureShade now available as factory option on 9 boat models
– Production capacity expands with Great Lakes Boat Top

2013

Market Growth & Expansion

– SureShade now offered on 23 boat models as factory option
– Approved for international patents in Europe and China

2014

50 Boat Models in 5 Years

– SureShade now offered on 50 boat models as factory option
– Patent approval for ATF/telescoping shade in Canada
– Patent for MTF Manual Shade approved

2015

Market Momentum Builds

– SureShade now offered on 65 boat models as factory option
– Sun Safe Boating Campaign announced with Mike Schmidt
– Marine Design & Engineering Capabilities Expand with GCI Designs
– Patent Approved for RTX Pull-out Shade

2016

Industry Accolades & Global Expansion

– SureShade now offered on 85 boat models as factory option
– RTX Pull-Out shade commercial product launch
– Co-founder & business leader Dana Russikoff honored as Boating Industry Mover & Shaker
– SureShade ranks #6 in Philly 50 on Fire
– Awarded industry citation from Philadelphia City Council
– New partnership with Italian Marine Distributor Indemar
– First global exhibit at METSTRADE with European rep IMDS

2017

100 Boat Models and 10 Years

– SureShade now offered on 100 boat models as factory option
– IBEX 2017 marks 10 year anniversary of initial product introduction to the marine industry at IBEX

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 Go-to-Market Strategy

SureShade’s market growth has benefited from parallel demand generated from OEMs, Dealers and Private Boat Owners.

As more and more boat builders add SureShade to new or retrofitted boat models it also generates demand for aftermarket installations by dealers and private boat owners.

SureShade is quickly becoming the must-have shade option for new boat purchases, in addition to aftermarket boat upgrades.

From Start-up to Industry Standard

The SureShade Story: From Start-up to Standard

In an industry that has historically found it difficult to embrace change, SureShade®, a U.S. based manufacturing start-up, managed to create an innovative product that is now helping to shape the future of boat design and create new revenue streams that did not exist 5 years ago… becoming the standard for marine shade.

In just five short years the company has grown from a start-up and industry unknown to the new standard in boat shade chosen by leading boat manufacturers worldwide. Featured on top-selling boat brands on nearly every boat style and size, SureShade offers builders and dealers a value-add feature that boaters are demanding.

>>Download the SureShade Growth Story (opens PDF in new window)

  • The idea behind SureShade’s invention
  • Early adopters that embraced the product at the ground level
  • Market growth – from introduction to being featured on 50 boat models in 5 years
  • What builders, dealers and boaters are now saying about the shade system
  • How SureShade has evolved to become the shade system builders prefer and boaters are demanding
sureshade story

Innovation drives the economy. And it’s the imagination and resourcefulness of entrepreneurs that seek to create something extraordinary… perhaps even transformative.

But behind every great entrepreneurial story there is likely a series of challenges on the road to success, along with early adopters and influencers that see something truly special worth championing.

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