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Boating Industry magazine released their top 100 dealers of 2020 and we’re proud to share our deserving clients who were acknowledged.

“In our 16th year of recognizing the Top 100, things are certainly different, but one thing remains the same, the dealers on the Top 100 list just keep getting better,” said Top 100 program director Adam Quandt. “Most importantly every dealer on this year’s Top 100 continuously pushes itself to be better, to make the entire industry better and get people out enjoying the water.”

The list is built to recognize dealerships that performed exceptionally in business operations, professionalism, marketing tactics, customer service and more.

It was certainly an unprecedented year for the boating industry, as dealers everywhere dealt with an influx of customers as their inventory shortened due to the high demand. However, dealers everywhere rose to the challenge and will be looking to build on that momentum this season.

DockMaster Clients in the top 100


Spicer’s Boat City (Houghton Lake, MI)
Michigan’s best selection can be found at Spicer’s Boat City in Houghton Lake, Michigan. Spicer’s buying power allows customers to choose from over 400 boats in stock at the best value. Spicer’s has been consistently named among the top 100 North American dealers since 2006 and offers innovative customer service programs like the Spicer Advantage, which provides dockside service, 24 hour technical assistance by phone and more. Spicer’s is one of the only Five Star Certified boat dealerships in Michigan.


Atlantic Outboard Inc (Westbrook, CT)

For 30 years, Atlantic Outboard has provided New England with the finest in fishing boats and boat service. They have always taken a no hassle, no gimmicks approach to both sales and service, and have come to be known throughout New England as “The Outboard Professionals.” In addition to new boats, Atlantic Outboard has many used boats on site, as they take in trades almost daily.

Gage Marine (Williams Bay, WI)
Gage Marine prides itself on investing in the finest equipment for servicing and restoring boats. They employ nearly 50 seasoned professionals to serve customers year-round, offering the most highly trained service technicians, their own fiberglass shop, wood shop, metal shop and proper haul-out facilities. Their goal is to deliver the highest quality service at reasonable prices.


Shipyard Marine (Green Bay, WI)
Shipyard Marine is a complete sales, service, marina and dry stack facility. Shipyard has regularly been featured in the top 100 dealers and have accomplished this by fostering a team culture genuinely committed to challenging the status quo. They prioritize giving exceptional customer experience to everybody that approaches them and make sure everyone’s boating experience is the best it can be.


Vallely Sport & Marine (Bismarck, ND)

Vallely Sport & Marine has been serving all of North Dakota, Northern South Dakota, and Eastern Montana for over 40 years. They are North Dakota’s largest sport and marine group, with the largest selection of high quality parts and accessories in North Dakota. Their passion for the sport and marine business, and an even greater desire to make family recreation affordable and fun has driven them to meet customers’ needs.

Wakeside Marine (Elkhart, Ind.)

WakeSide Marine has assembled a dedicated team of skilled employees and knowledgeable boating enthusiasts, who have been supporting a passion for boating for nearly 20 years. Wakeside’s team has brought families and friends together on the water throughout Michiana and Southwest Michigan. Simply put, their staff loves being on the water and that passion resonates with the excellent service they provide their customers.

Watercraft Sales (Three Lakes, WI)

Watercraft Sales has been serving the Wisconsin for over 100 years. It has been owned by the Lamon family since 1949, and they have built a strong reputation within the Three Lakes community. The family run business has continued to bring in top boat brands to their dealership and as a result, continue satisfying customers after all these years.

The full list of the top 100 dealers can be viewed on the Boating Industry website.

Get ready for peak season

We’re extremely proud of our clients for being acknowledged as one of the top dealers in the country. As this year’s boating season inches closer to its busiest period, it will be a pivotal time for the industry, as dealers everywhere look to take advantage of the surge in first-time boat buyers that emerged in 2020. It will be crucial for dealers to implement proper CRM systems and keep these customers for life. With some social distancing guidelines still in place as Americans seek new activities for the spring/summer, we can reasonably expect to see more first-time boat buyers.

It’s important that we establish these relationships now.

For information on what can be done to keep customers and continue expanding your current base, get in touch with your DockMaster account manager, or contact our sales team here.

DockMaster Software has launched DMPay, an online payment portal where customers pay invoices online, in a secure cloud environment. For more information on DMPay, reach out to your account manager, or contact us here

DockMaster Software is an industry leading management system for marinas, boatyards, and boat dealerships. DockMaster includes Unit Sales, Prospecting and F&I with fully integrated financial management and numerous integrations with CRM applications, dealer websites and text/messaging services. The Service module includes estimating, labor tracking, and complete parts management with ordering/receiving, subcontractor fulfillment and invoicing. DockMaster Mobile allows technicians to clock on/off jobs from any mobile device. Visual Marina™ management includes storage & billing, occupancy tracking, reservations and dry stack management, including integrations to leading consumer applications for boat rentals, online reservations, concierge/launch scheduling and our new Fuel Integration with FuelCloud. DockMaster also includes Point of Sale, Order Entry with eCommerce and a complete accounting system. Learn more at and follow DockMaster on TwitterInstagramFacebook, and LinkedIn. Or email

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