Manufacturer's Representatives
The History of West Coast Sales
Introduction
Since its founding in 1971, West Coast Sales (WCS) has dedicated itself to providing unparalleled service, product expertise, and market reach for the factories it represents and the customers it serves. With over 130 years of combined experience in retail, wholesale, and manufacturing, the WCS team possesses a deep understanding of the challenges and opportunities in the marketplace. The company is committed to driving market growth for its partners.
Founding and Evolution
West Coast Sales was established in 1971 by George Brauer. His son, David Brauer, joined the company in 1984, forming a powerful partnership that propelled the business forward. In 1995, Jay Sanders became a key part of the team, and David led the company after George's illness.
In 2000, WCS merged with Pacific States Sales, operated by John Godwin since 1994. This partnership provided continuity and expansion, ushering in a period of significant growth. After David's passing in late 2000, WCS continued to thrive, with John Godwin contributing until his passing in 2008. The addition of new team members further strengthened WCS’s regional presence and industry reputation.
In 2000, Mike Steiner and Jason Kennedy took over as owners and managing partners. Mark Richards merged his company, Richards Marine Marketing, with WCS in 2021.
Former Personnel
David L. Brauer (1950–2000)
David Brauer grew up in the diving industry, assisting in his father George’s dive shop. His marine industry career began in 1978 as an outside salesman for Hallcraft MFG, managing accounts across Northern and Central California. David was recognized as a top salesman, particularly for his ability to build relationships with dealers, boatyards, and marine service facilities.
In 1984, David joined his father at WCS, where he managed distributor, OEM, retailer, and dealer accounts. He was instrumental in growing top lines like Cal-June, Ray Jefferson, and Fibre-Glass Evercoat. Following his father's illness in 1995, David took on sole leadership of WCS, continuing to drive its success until his untimely passing in 2000.
Jay Sanders
Jay Sanders joined WCS in 1995, bringing nearly two decades of marine industry experience. His career began at Phillips Marine Stores in 1976, where he transitioned from retail management to wholesale sales. He later worked for Hallcraft Manufacturing as an outside salesman, earning recognition as "Salesman of the Year" in 1983.
Jay also held leadership roles at Western Marketing, Kettenburg Marine, and San Diego Marine Exchange, consistently driving growth and operational success. At WCS, Jay operated the San Diego office and managed key accounts in Southern California, Hawaii, and with West Marine. He also served as president of the NMRA, further contributing to the industry.
John Godwin (1946–2008)
John Godwin began his career in New Guinea and Australia, transitioning from accounting and service management to marine sales. After roles at Outboard Marine Australia and Boston Whaler, John founded Pacific States Sales in 1994. His success as a manufacturer’s representative led to his partnership with WCS in 1999, where he focused on his established customer base in the Northwest.
John's expertise, particularly in guiding Wright Outboard Marine to record profits and developing sales strategies for leading brands, left a lasting impact on the marine industry. John passed away in late 2008, but his contributions remain integral to WCS’s history.
Russ Legg
Russ Legg entered the marine marketplace in 1974 after a successful career in the food industry. At American Foreign Industries (AFI), he managed product development, forecasting, and sales strategies, contributing to the company's growth.
In 1994, Russ joined the Bob Stoick Company as a regional sales representative, managing accounts across California, Arizona, and Nevada. His ability to connect with both national and regional accounts led to significant sales growth. Russ joined WCS in 2002, where he applied his extensive industry knowledge and work ethic to territories in Northern California, Arizona, and Nevada.
Mike Gerig
Mike Gerig brought a diverse background in retail and distribution to WCS when he joined in 2000. He started at GI Joes, where he worked in automotive and sporting goods management before becoming a buyer for snow sports, marine, and RV products. Mike's keen understanding of inventory and marketing strategies consistently drove increased margins and improved product mixes.
In 1994, Mike transitioned to Marine Distributors Inc. as an outside sales representative for Oregon, achieving steady sales gains. At WCS, Mike managed territories across Washington, Oregon, Idaho, Montana, and Utah, applying his extensive experience in retail and OEM sales.
Todd Crocker
Todd Crocker joined WCS in 2009, bringing decades of experience in marine electronics. His career included leadership roles at Standard Communications, where he oversaw all company sales, and at Uniden of America, where he revitalized its marine division with innovative product lines.
Todd also played a pivotal role in growing Fusion Electronics, transforming the company from a little-known brand into a leader in marine entertainment systems. At WCS, Todd managed regional accounts and acted as the North and South American sales manager for Fusion Electronics.
Shay Stevenson
Shay Stevenson joined WCS in 2010. A University of Colorado graduate with a finance degree, Shay spent five years circumnavigating the globe and logged over 44,000 nautical miles, earning a 100-ton captain’s license.
Shay’s position as a sales associate and store detailer was new to WCS. He quickly made an impact by supporting regional distributors, boatyards, and dealers while traveling nationally for major retailer events. Shay's hard work and boating expertise enabled him to build a strong rapport with WCS clients and lead key regional sales initiatives.
Leadership Transition
On January 1, 2020, Mike Steiner and Jason Kennedy became managing partners of WCS, beginning a five-year buyout of former owners Jay Sanders and Todd Crocker. By January 1, 2025, Mike and Jason had completed the transition, becoming sole owners of the company.
Mike and Jason in late 2019, having just signed the paperwork to buy WCS
Current Personnel
Mike Steiner, President and Managing Partner
Mike Steiner, President and Managing Partner, joined WCS in 2016 after a 30+ year career in the Northwest marine industry. His experience spans boatyard management, outside sales as a manufacturer’s representative, and sales management for a marine distributor.
He currently oversees dealer, distributor, retailer, and OEM accounts across multiple industries while managing company administration and strategic planning. Covering WA, OR, ID, BC, MT, UT, and AK,
Mike also serves as treasurer on the NMRA board, supporting the marine industry.
Jason Kennedy, Managing Partner
Jason Kennedy, Managing Partner, joined WCS in 2017 with 24 years of experience in the marine electronics industry.
His background includes retail experience at West Marine and executive leadership roles at Uniden of America and Standard Horizon-Yaesu Aviation, where he directed sales, marketing, and product development.
Jason currently manages distributor and large retailer accounts across the marine, trailer, pool/spa, and sporting goods industries while driving innovative sales and marketing strategies.
His territory covers CA, AZ, NM, NV, CO, HI, and FL.
Mark Richards, Territory Manager
Mark Richards joined the team after merging his firm, Richards Marine Marketing, with WCS in 2021. Mark has specialized in representing advanced marine electrical systems since 1995.
A longtime industry leader, he also served as president of the board for Marine Electronic Journal under the National Marine Electronics Association (NMEA).
Mark currently supports legacy products from the merger, collaborates on OEM, NMEA, retail, and wholesale accounts, and represents WCS at trade shows like the Seattle Boat Show. His territory includes WA, OR, CA, and BC.
Tricia Steiner, Office Manager
Tricia Steiner, Office Manager, joined WCS in 2020, bringing strong organizational and operational expertise to the team. She manages daily office operations, oversees accounting and financial processes, and assists with trade show preparation and logistics to ensure smooth company operations.
Professional Associations
West Coast Sales is a proud member of the following organizations:
National Marine Representatives Association (NMRA)
National Marine Trade Association (NMTA)
National Marine Electronics Association (NMEA)
Mike serves on the NMRA board as treasurer, contributing to the association’s mission of supporting the marine industry.