ShoreMaster
ShoreMaster is a U.S. manufacturer, founded in 1972 and headquartered in Fergus Falls, MN, that designs and sells modular aluminum docks, boat lifts, and waterfront accessories through a dealer network across the U.S. and Canada, serving residential waterfront owners, marinas, and boat enthusiasts under the Waterfront Brands portfolio.
- Company typePrivate
- Founded1972
- HeadquartersFergus Falls, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What ShoreMaster does
ShoreMaster, LLC, founded in 1972 and headquartered at 1025 International Drive, Fergus Falls, Minnesota, designs and manufactures premium docks, boat lifts, and waterfront systems sold under the Infinity Dock and Lift Systems brand. The core technology is precision-welded, marine-grade aluminum framing — including the Infinity RS4/RS7 sectional docks, Infinity TS9 wheel-in dock, Floating FTS9, RhinoDock, and PolyDock floating systems — paired with vertical, hydraulic, pontoon, PWC, and floating boat lifts ranging from 6,000 to 12,500 lb capacities. The proprietary differentiator is the InfinityTrack system, a perimeter-mounted track with QuickConnect brackets and T-handle bolts that enables tool-free repositioning of accessories, supported by a 15-year structural warranty and a 3-year labor warranty.
The company operates as a subsidiary of Waterfront Brands, LLC, which consolidates ShoreMaster with HydroHoist Boat Lifts, PolyDock Products, Neptune Boat Lifts, Tide Tamer, HyPower Power Pedestals, Rhino Marine Systems, and RotoMold USA, representing more than 100 years of combined marine-industry experience. Go-to-market is conducted exclusively through an authorized dealer network across the U.S. and Canada, supplemented by a direct-to-consumer online accessories shop (shopshoremaster.com) and self-service product-discovery tools (Product Finder Quiz, DockBuilder). Revenue derives primarily from wholesale hardware sales to dealers (sectional and floating docks, lifts, drive-on PWC ports, canopies, motors, decking, ramps), with an aftermarket accessories stream tied to the InfinityTrack ecosystem.
ShoreMaster's stated customer base is bifurcated: residential waterfront property owners (lake homes, cabins, seasonal properties) seeking durable, configurable systems for PWCs, pontoons, fishing boats, and cruisers, and commercial marinas/resorts (e.g., Village West Marina & Resort) requiring scalable, durable infrastructure. Distribution economics — quote-based pricing through dealers, professional installation, and seasonal service obligations — produce a recurring replacement and accessory cycle that anchors customer retention beyond the initial system sale.
ShoreMaster firmographics
Firmographics- Name
- ShoreMaster
- Legal name
- ShoreMaster, LLC
- Website
- https://shoremaster.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ShoreMaster is a U.S. manufacturer, founded in 1972 and headquartered in Fergus Falls, MN, that designs and sells modular aluminum docks, boat lifts, and waterfront accessories through a dealer network across the U.S. and Canada, serving residential waterfront owners, marinas, and boat enthusiasts under the Waterfront Brands portfolio.
- Ownership category
- akta.pro rank
ShoreMaster industry classification
Industry- Product category
- Waterfront Equipment
- NAICS
- Ship Building and Repairing (336611)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Launch & Retrieval Infrastructure (Slipways, Cradles, Travel Lifts, Launching Systems) (IMAJALAE)
- akta.pro secondary industry
- Dry Docks & Floating Docks (Graving, Floating, Syncrolift) (IMAJALAA)
Keywords
Where ShoreMaster is headquartered
LocationHeadquarters
- HQ city
- Fergus Falls
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
ShoreMaster business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Waterfront Equipment Sales: Sale of docks, boat lifts, and accessories directly to customers through dealer network. Products include sectional docks, floating docks, wheel-in docks, vertical lifts, hydraulic lifts, pontoon lifts, PWC lifts, drive-on ports, canopies, and decking options. Pricing varies by configuration and is quote-based through dealers.
- Accessories and Components: Aftermarket sales of dock and lift accessories including InfinityTrack-compatible products, furniture, lighting, cleats, ladders, bumpers, motors, and seasonal tools through dealers and online shop.
- Dealer Network Revenue Share: Revenue generated through network of authorized dealers who purchase products wholesale and resell to end customers with installation and support services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Custom quotation based on shoreline conditions and product configuration |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
ShoreMaster product offering
Product offeringCore offering
ShoreMaster manufactures and sells premium aluminum docks (sectional, wheel-in, floating) and boat lifts (vertical, hydraulic, pontoon, PWC, drive-on ports) for residential and commercial waterfront property owners in the U.S. and Canada. Its Infinity Waterfront System integrates modular dock frames with the proprietary InfinityTrack accessory rail, enabling tool-free reconfiguration of accessories, lighting, and furniture across the dock perimeter. Products are sold through an authorized dealer network that handles quoting, installation, and ongoing service, with accessories and parts also available direct via an online storefront.
Product overview
ShoreMaster offers a comprehensive Infinity Waterfront System consisting of modular dock systems and boat lifts designed for residential and commercial waterfront properties. The product portfolio centers on aluminum Infinity Dock Systems (including RS4, RS7 sectional docks, curve docks, wheel-in TS9 docks, and floating docks like FTS9, RhinoDock, and PolyDock) paired with various boat lift solutions (vertical lifts, hydraulic lifts, pontoon lifts, PWC lifts, and drive-on ports including HydroPort Epic/Extreme and ShorePort). All dock frames feature the proprietary InfinityTrack system for tool-free accessory mounting. Products are sold through an authorized dealer network across the U.S. and Canada, with online design tools (Dock Builder, Product Finder) supporting customer configuration. The company is part of Waterfront Brands, LLC which also owns HydroHoist, PolyDock Products, Neptune Boat Lifts, Tide Tamer, and HyPower brands.
Differentiator
Problem solved
Functional benefit
Brands
- PolyDock Products: Floating dock systems and modular floating dock products.
- HydroHoist Boat Lifts
- Neptune Boat Lifts
- Tide Tamer
- HyPower Power Pedestals
- Rhino Marine Systems
- RotoMold USA
Products and services
- Infinity RS4 Sectional Dock Premium aluminum sectional dock with 4-inch ribbed rail side design and precision-welded construction, designed for residential waterfront use with InfinityTrack accessory compatibility.
- Infinity RS7 Sectional Dock Larger-capacity aluminum sectional dock with enhanced load-bearing capability for residential and light commercial waterfront applications, featuring InfinityTrack accessory compatibility.
- Curve Docks Exclusive curved dock sections available in 45° and 90° angles that provide aesthetic appeal and seamless shoreline integration within the Infinity sectional dock system.
- Infinity TS9 Wheel-In Dock Wheel-in dock system with integrated wheel mechanism designed for easy seasonal installation and removal, suited to waterfronts that require roll-in/out capability.
- Floating FTS9 Dock Aluminum floating dock system that rises and falls with water levels, suited to deep or fluctuating water conditions.
- RhinoDock Floating Dock Galvanized steel floating dock system offering durability and stability for various waterfront applications, distributed by ShoreMaster under the Waterfront Brands portfolio.
- PolyDock Floating Dock
Quantifiable outcome
- 15-year structural warranty on Infinity Dock and Boat Lift Frames
- +3 more outcomes
Companies that use ShoreMaster
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
ShoreMaster technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
ShoreMaster partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor, core and flagship.
- Lake Area Docks & LiftsminorShoreMaster dealer featured in accessory demonstration videos for dock products.
- Brinson MarineminorShoreMaster dealer featured in accessory showcase videos demonstrating InfinityTrack products.
- Village West Marina & ResortcoreFeatured HydroHoist dealer testimonial highlighting exceptional products and customer service from the brand family.
- Village West Marina & ResortcorePurchased in 2015, Village West Marina & Resort replaced outdated fiberglass lifts with HydroHoist hydro-pneumatic lifts and subsequently became a HydroHoist dealer, expanding their product and service offerings.
- Waterfront Brands, LLCcoreShoreMaster is a subsidiary of Waterfront Brands, LLC, which encompasses a portfolio of waterfront equipment brands including HydroHoist, PolyDock, Neptune Boat Lifts, Rhino Marine Systems, Tide Tamer, HyPower, and RotoMold USA. Combined experience exceeds 100 years in the marine industry.
- Prososki All Care ServicesflagshipTop ShoreMaster dealer in Minnesota, achieving Platinum Dealer status and ShoreMaster Million Dollar Club recognition within six years of joining the dealer network. Located in Pine River, Minnesota.
Scale indicators4 records
Recent moves7 records
Expansion highlights7 records
ShoreMaster competitors and assessment
Company assessmentDirect peers
- EZ Dock: EZ Dock is a leading manufacturer of modular floating dock systems, drive-on PWC ports, and boat lifts, competing directly with ShoreMaster's PolyDock, FTS9, RhinoDock, and HydroPort product lines for residential and commercial waterfront customers.
- Floe International: Floe International manufactures aluminum sectional and roll-in docks, vertical and hydraulic boat lifts, and PWC ports from Minnesota, directly competing with ShoreMaster's Infinity RS4/RS7/TS9 docks and vertical/hydraulic lift lines across the same northern U.S. and Canadian dealer channels.
- Candock: Candock is a Canadian-based manufacturer of modular floating dock systems made from high-density polyethylene, competing with ShoreMaster's PolyDock and FTS9 floating dock products in both residential and commercial/marina markets across North America.
- Hi-Tide Sales: Hi-Tide Sales manufactures hydraulic, elevator, and PWC boat lifts, directly overlapping with ShoreMaster's hydraulic lift, vertical lift, and PWC lift product families for both residential and commercial marina customers.
- Dock Edge: Dock Edge designs and manufactures dock and lift accessories, hardware, ladders, fenders, and mooring equipment, competing with ShoreMaster's InfinityTrack accessories, cleats, ladders, bumpers, and related aftermarket product lines through dealer and marine retail channels.
- Golden Boat Lifts: Golden Boat Lifts manufactures 4-post, elevator, and hydraulic boat lifts for residential and commercial waterfront applications, directly competing with ShoreMaster's vertical, hydraulic, and pontoon lift product families in the U.S. market.
- Wahoo Docks: Wahoo Docks manufactures aluminum sectional docks, boat lifts, and PWC ports serving residential waterfront owners and marinas, with overlapping product categories and dealer-based distribution that directly competes with ShoreMaster's core dock and lift portfolio.
- RGC Marine: RGC Marine manufactures boat lifts, floating docks, and related waterfront equipment for residential and commercial customers, directly overlapping with ShoreMaster's vertical/hydraulic lift and floating dock product families across North American dealer channels.
Broad incumbents
- Lippert Components: Lippert Components is a large diversified manufacturer of components for the RV, marine, and adjacent industries, with marine offerings that overlap with ShoreMaster's waterfront systems. As a broad incumbent, it competes with parts of the portfolio through scale rather than specialization in docks and lifts.
Emerging players
- BoardSafe Docks: BoardSafe Docks designs and manufactures aluminum docks, gangways, and adaptive launches with a focus on commercial, municipal, and accessibility-oriented waterfront installations, representing an emerging player competing with ShoreMaster's commercial and RhinoDock product lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ShoreMaster social profiles
Digital presenceShoreMaster financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShoreMaster leadership team
Management profileNumber of profiles
Profiles6 records
ShoreMaster subsidiaries and ownership
Company hierarchySubsidiaries6 records
ShoreMaster funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShoreMaster M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShoreMaster
What does ShoreMaster do?
ShoreMaster manufactures and sells premium aluminum docks (sectional, wheel-in, floating) and boat lifts (vertical, hydraulic, pontoon, PWC, drive-on ports) for residential and commercial waterfront property owners in the U.S. and Canada. Its Infinity Waterfront System integrates modular dock frames with the proprietary InfinityTrack accessory rail, enabling tool-free reconfiguration of accessories, lighting, and furniture across the dock perimeter. Products are sold through an authorized dealer network that handles quoting, installation, and ongoing service, with accessories and parts also available direct via an online storefront.
Is ShoreMaster a public or private company?
ShoreMaster is a private company. It is classified as corporate owned and is currently operating.
When was ShoreMaster founded?
ShoreMaster was founded in 1972. It employs 101 to 250 people.
Where is ShoreMaster based?
ShoreMaster is headquartered in Fergus Falls, United States, in the North America region.
How does ShoreMaster make money?
Three revenue lines are on record. Waterfront Equipment Sales are the primary driver. The others are accessories and Components and dealer Network Revenue Share.
Who are ShoreMaster's main competitors?
Direct peers on record are EZ Dock, Floe International, Candock, Hi-Tide Sales, Dock Edge, Golden Boat Lifts, Wahoo Docks and RGC Marine. Lippert Components is listed as a broad incumbent. BoardSafe Docks is listed as an emerging player.
Does ShoreMaster have an API?
No public API is recorded for ShoreMaster.
What industry is ShoreMaster in?
ShoreMaster's product category is Waterfront Equipment. Its primary akta.pro industry code is IMAJALAE, Launch & Retrieval Infrastructure (Slipways, Cradles, Travel Lifts, Launching Systems), with a secondary code of IMAJALAA, Dry Docks & Floating Docks (Graving, Floating, Syncrolift). Its NAICS code is 336611 and its SIC code is 3730.