Our Team

Our Team 2017-12-07T15:40:56+00:00

Built by Boaters for Boaters

SureShade is run by a team passionate about recreational boating… and committed to delivering a quality product that improves the boating experience.

Headquartered in Philadelphia, PA, the SureShade business includes a management team dedicated to growing & servicing the business, along with a talented in-house assembly and production team focused on the manufacturing and distribution of our sunshade systems for OEM, dealer and private boat owner clients worldwide.

Company Founders

Ron Russikoff
Ron RussikoffInventor, Operations Leader & co-Founder
Ron is the inventor of SureShade’s marine telescoping framework technology and is the patent holder for all SureShade designs. As the Operations Leader at SureShade, Ron oversees all aspects of design, production, quality and service. He works directly with OEM design and engineering teams to ensure optimal placement and functionality of shade systems on new boat models, and coordinates with remote installers as needed.

In 2011 Ron was honored as an industry “Mover & Shaker” by Boating Industry magazine for his impact and contributions to the recreational boating industry.

Ron has over 20 years of experience in manufacturing operations and CAD Engineering, as well as experience running a side-business in traditional canvas replacement work. He invented SureShade based on his own personal experience as a lifelong boater, recognizing a market need for a shade product that offered boaters both adequate and convenient sun protection.

Ron enjoys boating with his wife Dana in South Jersey and along the Delaware River in Philadelphia, PA (the hometown for the SureShade business).

Dana Russikoff
Dana RussikoffBusiness Leader & co-Founder
As co-founder and business leader for SureShade, Dana is responsible for overseeing all business development, marketing, sales and customer service. She works directly with boat builders, dealers, partners and private boat owners to drive growth for the SureShade business.

An active participant in her local boating community, Dana serves on the Board of Directors for the Delaware River City Corporation (DRCC) and has completed the Pennsylvania Environmental Council’s (PEC’s) Delaware River Ambassador Program. As a River Ambassador, she is focused on growing recreational boating on the Delaware River. Her commitment to the boating industry expands nationally as a government relations advocate with the National Marine Manufacturers Association (NMMA) Boating United program supporting legislative issues affecting the boating industry.

In 2016, Dana was recognized by Boating Industry as a 2016 Movers & Shakers Finalist for her leadership in growing SureShade and the boating industry, and also recognized as a “Women Making Waves” in the industry. In 2017, Dana was featured in a prominent industry executive Q&A by Trade Only magazine for leading the rapid growth of SureShade.

Dana has over twenty years of global sales, marketing, business development, client services and project management experience in a variety of industries including manufacturing, pharmaceutical and financial services.

Dana enjoys boating with her husband Ron in South Jersey and along the Delaware River in Philadelphia, PA (the hometown for the SureShade business).

Our Valuable Team Members

Diane Seltzer

Diane Seltzer – Director of Marketing

As marketing director, Diane is responsible for all brand development, public relations, marketing communications and social media efforts that have contributed to growing SureShade “from start-up to standard” in the boating industry. Her marketing efforts for SureShade have been recognized by winning several marine marketing awards.

Diane shares her marine marketing expertise as the founder/editor of a collaborative site devoted to marine marketing best practices and strategies (MarineMarketingTools.com), and runs the two boating lifestyle sites MyBoatLife.com and BoaterKids.com. She is also the author of the children’s boating book The Amazing Adventures of Boat Girl.

Diane has over 20 years of experience in marketing with a diverse background ranging from advertising account management to internet startup marketing to corporate brand marketing.

She enjoys time with her husband and two young daughters on board her boat Seltzer Water, boating in the beautiful waterways of the Chesapeake Bay in Maryland.

Debbie Egan

Debbie Egan – Director of Customer Service and Administration

As the director of customer service and administration Debbie is responsible for managing the daily business operations for SureShade – ensuring OEM, dealer and private boat owner customers receive a high level of customer service and attention. Her primary responsibilities include managing customer orders, scheduling, invoicing, accounts payable / receivables, purchasing and customer service.

Debbie has over 30 years of experience working for a variety of businesses in office management, client services, purchasing and retail operations.

In her downtime Debbie enjoys boating with her husband Rich and family on the Delaware River in Philadelphia, as well as boating on the Chesapeake Bay and New Jersey shore.


Gregg Inscore – Engineering Consultant

As an engineering consultant for SureShade, Gregg Inscore is responsible for supporting SureShade’s design, engineering, project management, customer service and technical support functions, creating a strong local presence in Florida with close proximity to the company’s largest OEM and dealer client base.

Gregg Inscore brings with him over 30 years of engineering experience and 20 years of marine industry experience with design & engineering roles with Boston Whaler, Brunswick Commercial & Government Products, EdgeWater Boats, VectorWorks Naval Engineering and Everglades Boats. Gregg is also an NMMA Certification Inspector and ABYC certified in all categories of boat systems.

His marine engineering firm, GCI Designs, is on the cutting-edge of marine technology and engineering processes and will utilize their new state-of-the-art 3D Laser Scan Technology services to help facilitate SureShade design efforts with OEM projects and expand on the high growth potential of aftermarket shade sales and installations.

Gregg is a longtime boater and enjoys offshore boating, fishing and surfing along the Florida coast.

Jason Roberts

Jason Roberts – Manager, Sales and Dealer Development

As sales and dealer development manager for SureShade, Jason is responsible for cultivating and supporting OEM and dealer relationships. Jason works directly with OEM product development teams to help grow our list of factory-installed boat models, while also supporting OEM dealer networks in SureShade factory and aftermarket sales efforts.

Located in the Tampa area, Jason also focuses on developing our dealer base across the state of Florida in order to grow our aftermarket sales and strengthen SureShade’s presence in the busy Florida boating market.

Jason has over 15 years of experience in many business segments including domestic and international sales, business development, management, and project management.

When he’s not working in the shade, Jason enjoys spending time with his wife Maya and his son Jordan while frequenting the warm waters of the Gulf of Mexico.

Chris LaSelva

Christopher LaSelva – Service Manager

As service manager for SureShade, Chris is responsible for overseeing the structure and growth of our service department, providing an unprecedented level of service and technical support to OEMs, installers, technicians, dealers and DIY installers. Chris also manages our technical training and education program to ensure world-class service and installation of SureShade sunshade systems at OEMs and dealerships.

Chris holds a marine mechanics certification and joins SureShade with more than 15 years in the marine industry in a variety of sales and service positions.

Prior to joining SureShade, Chris spent 6 years with MarineMax including 3 years as the service manager for the MarineMax Fort Myers location where he helped grow the service department staff and profitability. Chris was also service manager when MarineMax Fort Myers was selected as SureShade’s 2015 Dealer of the Year for their work in growing both OEM and aftermarket SureShade installations.

Outside of work Chris enjoys spending time with his wife Amy flying, motorcycling, traveling and of course spending as much time as they can boating in the beautiful waters of the Sarasota/Bradenton Gulf area.