The pleasure boat industry is putting greater effort into attracting young people and women to its services and events, including boat-sharing offered at cheaper prices.

The industry is seeking to expand its market beyond the core customers it has had until now — men in their 50s and 60s — by taking advantage of the increased preference among consumers to spend money on experiences rather than goods.

Yamaha Motor Co. has been offering its Sea-Style Jet rental service for jet skis since 2013. Around half of its members are in their 30s or younger, with a rising number of women.