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.

SureShade 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 hundreds of 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



Industry Introduction

SureShade displays first shade prototype to industry at 2007 IBEX event


OEM Production Begins

SureShade begins engineering work with Boston Whaler as first OEM client


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


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


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


Increased Production Capacity

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


Market Growth & Expansion

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


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


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


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


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


Next Generation Boat Shade Products

  • ATF-SG Silent Glide roll-out to OEMs
  • MTX Pull-Out Boat Shade product introduced


New Milestones & Shade Innovations

  • SureShade hits 150+ boat models with factory installs at Miami 2019
  • Celebrating 10 years since first commercial launch
  • New SurePower Controller rolls out for all automated shades
  • SureShade RV segment debuts at RVX

 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 (the First Five Years)

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  (the First Five Years)
(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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SureShade is a LippertTM brand.


Lippert is a leading, global manufacturer and supplier of highly engineered products and customized solutions dedicated to shaping, growing, and bettering the RV, marine, automotive, commercial vehicle, and building products industries, and their adjacent markets.

Lippert also serves a broad array of aftermarket segments, supplying best-in-class products designed to enhance recreational pursuits, both on the road and on the water. From powerful towing technology and automated RV leveling systems, to boating furniture and one-of-a-kind shade solutions — Lippert combines strategic manufacturing capabilities with the power of our winning team culture to deliver unrivaled Customer Service, award-winning Innovation, and premium Products to every industry and person we serve.

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