Action Water Sports

What Action Water Sports does

Action Water Sports is a privately held, multi-location boat dealership founded in 1990 and headquartered in Hudsonville, Michigan. The company sells new and pre-owned boats from six premium manufacturers—MasterCraft (wake/surf boats), Barletta (pontoons/tritoons), Cobalt (bowriders and surf boats), Tidewater (center console), Crest (pontoons), and Balise (pontoons)—with unit prices ranging from approximately $14,900 for used boats to over $399,900 for new luxury models such as the 2023 Cobalt R33. It operates seven retail and satellite locations across Michigan (Traverse City, Fenton, Hudsonville, Waterford opening Spring 2026, and Lake Charlevoix satellite) and Florida (Polk City, Clermont), supported by an Action Wake Park in Hudsonville and an online pro shop for water sports gear.

The company's technology footprint is conventional dealer infrastructure: an inventory browsing and financing application website, a learning-center content hub, Instagram-driven community marketing, and 5-star certified service operations. It does not develop proprietary technology but resells and services OEM boats equipped with manufacturer-owned surf and propulsion systems (e.g., MasterCraft SurfStar, Cobalt Surf System with Volvo Penta FWD). Revenue is generated through five streams: new and used boat sales (primary, one-time unit transactions), certified service and seasonal storage (recurring), proshop gear sales, dock and lift sales/installation, and water sports lessons and camps. GTM is multi-channel physical retail with online inventory browsing, financing applications, trade-in valuations, and experiential touchpoints (wake park, clinics) that convert prospects into boat buyers across two U.S. states.

Action Water Sports serves a fragmented base of family boaters and water sports enthusiasts across Michigan and Florida, with secondary segments in pontoon buyers and saltwater/Florida coastal boaters. Distribution is exclusively through its own branded retail locations and online storefront—no third-party resellers—with financing, trade-in, and full-lifecycle service reinforcing customer retention. The business is independent and owner-operated, led by President Jerry Brouwer, with no disclosed venture capital or private equity backing.

Name

Action Water Sports

Legal name

Action Water Sports

Website

https://actionwater.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Action Water Sports is a privately held multi-location boat dealership founded in 1990 that sells new and used boats from six premium brands across seven locations in Michigan and Florida, complemented by certified service, proshop, docks/lifts, and lessons for family boaters and water sports enthusiasts.

Ownership category

akta.pro rank

Product category

Boat Dealership

NAICS

Boat Dealers (441222)

akta.pro primary industry

Boat & Personal Watercraft (PWC) Retail (CRAMAIAA)

akta.pro secondary industry

Water Sports Equipment Retail (Wake, Ski, Tow, Tubes) (CRAMAIAC)

Keywords

• Boat dealership
• Marine sales service
• Wake surf boats
• Pontoon boats retail
• Water sports gear

Headquarters

HQ city

Hudsonville

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. New and Used Boat Sales: Primary revenue stream from selling new and used boats from premium brands including MasterCraft, Barletta, Cobalt, Tidewater, Crest, and other manufacturers. Boats range from entry-level pontoons (~$52,000) to luxury wake surf boats (~$400,000). The company sells both new and pre-owned inventory across 7 locations.
2. Boat Service and Maintenance: 5-star certified service department offering routine maintenance (oil changes, impeller replacement, battery service), seasonal service (winterization, spring start-up), fiberglass repair, and winter storage. Services hundreds of boats per season with pickup and delivery options.
3. Proshop (Water Sports Gear and Accessories): Award-winning pro shops selling water sports equipment and accessories including tubes, wake surfers, wakeboards, water skis, life vests (sizes infant to 5XL), and gear from brands like Liquid Force, HO Sports, Hyperlite, Connelly, and Phase Five. Operates both in-store and online.
4. Dock and Lift Sales: Sales of docks and boat lifts supporting the full lakefront lifestyle, including installation and removal services. Available at Michigan locations.
5. Water Sports Lessons and Camps: Private coaching, clinics, and summer camps at Hudsonville (Wake Park), Fenton, Traverse City, and Central Florida locations. Partnerships with affiliates including The Boarding School (Orlando), Ski Fluid (Polk City), and Wakesurf Tampa. Also offers Camp Action at Action Wake Park.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Action Water Sports is a multi-location boat dealership that sells new and used boats from premium manufacturers including MasterCraft, Barletta Pontoons, Cobalt, Crest, Tidewater, and Balise. The company also operates a 5-star certified service department for maintenance, repair, winterization, and storage, an award-winning pro shop for water sports gear and accessories, a dock and lift sales and installation business, and water sports lessons and summer camps (including Action Wake Park in Hudsonville). Its 7 retail locations across Michigan and Florida are supported by an online inventory browsing, financing application, and trade-in valuation platform.

Product overview

Action Water Sports operates as a multi-location boat dealership offering a portfolio of new and pre-owned boats from premium manufacturers. The core product portfolio centers on wake/ski boats (MasterCraft), luxury pontoons (Barletta in Reserve, Lusso, Corsa, Aria, and Sanza tiers), bowriders (Cobalt), and center console boats (Tidewater, Crest, Balise). Complementary offerings include a Proshop for water sports gear, 5-star certified service and maintenance (winterization, summerization, repairs), dock and lift sales, water sports lessons/camps, and Action Wake Park. The company operates 7 physical locations across Michigan (Fenton, Hudsonville, Traverse City, Waterford, Lake Charlevoix) and Florida (Polk City, Clermont), plus an online shop. Financing, trade-in, and boat buying guidance services support the sales process.

Differentiator

Problem solved

Functional benefit

Products and services

• MasterCraft Boats New MasterCraft wake boats, ski boats, and surf boats sold through the dealership's inventory pages for water sports enthusiasts, featuring surf and ballast systems from MasterCraft's 2026 model year lineup.
• Barletta Pontoons Luxury pontoon and tritoon boats from Barletta, including the Reserve (ultra-luxury), Lusso (luxury), Corsa (sport-luxury), Aria (premium value), and Sanza (essentials) lines.
• Cobalt Boats Premium Cobalt bowrider and surf boats available in sterndrive, sterndrive surf, and outboard configurations, including the Cobalt Surf Series (CS23, R4, R6, R8) and Cobalt R Series models.
• Tidewater Boats Center console boats designed for saltwater and offshore boating, including Tidewater 180 CC, 210 LXF, and 256 LXF models for fishing and coastal adventures.
• Crest Pontoons Pontoon boats offering family-friendly features and versatile layouts for cruising and entertainment on inland lakes, sold alongside the Barletta lineup.
• Balise Pontoons Pontoon boats available through Action Water Sports for customers in the Michigan and Florida regions.
• New and Used Boat Sales Sale of new and pre-owned boats across MasterCraft, Barletta, Cobalt, Crest, Tidewater, and Balise, supported by financing applications, trade-in value requests, and a boat buyer's guide.
• Proshop Water Sports Gear and Accessories Retail pro shops selling water sports gear and accessories including tubes, wake surfers, wakeboards, water skis, and life vests (sizes infant to 5XL) from brands such as Liquid Force, HO Sports, Hyperlite, Connelly, and Phase Five.
• Boat Service and Maintenance 5-star certified service department offering winterization, summerization, oil changes, impeller replacement, battery service, propulsion inspection, trailer maintenance, fiberglass repair, boat pickup and delivery, and winter storage.
• Docks and Lifts Sales and Installation Sales, installation, and removal of boat docks and lifts supporting the lakefront lifestyle, available at Michigan locations.
• Water Sports Lessons and Camps Private coaching, clinics, and summer camps at Hudsonville, Fenton, Traverse City, and Central Florida locations, in partnership with affiliates The Boarding School (Orlando), Ski Fluid (Polk City), and Wakesurf Tampa.
• Action Wake Park and Camp Action Wake park in Hudsonville offering multiple watersport camps throughout the summer for kids and teens, including an aquapark experience from beginners to skill progression.

Quantifiable outcome

• Over a million hours on the water enjoyed by thousands of customers over 35 years
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, secondary and minor.

• MasterCraft Boat CompanycoreStrategic or Co-development Partner · 4 February 2026MasterCraft is one of Action Water Sports' primary brand partnerships. The company is described as 'one of the largest dealers of MasterCraft boats in the world.' Greg Miller, VP of Sales at MasterCraft, publicly endorsed the Waterford expansion, noting the shared commitment to innovation and performance. The partnership includes factory training for technicians and sales staff, direct manufacturer support, priority parts access, and warranty processing.
• Barletta PontoonscoreStrategic or Co-development Partner · 4 February 2026Barletta is a key brand partner representing premium pontoon boats. Matt Thompson, VP of Sales at Barletta, publicly praised Action Water Sports' customer care and endorsed the Waterford expansion. The partnership includes the full Barletta lineup (Reserve, Lusso, Corsa, Aria, Sanza) and exclusive dealership access in Michigan and Florida markets.
• Summerset Pointe Yacht ClubsecondaryStrategic or Co-development Partner · 1 May 2024Action Water Sports operates a satellite location at Summerset Pointe Yacht Club on Lake Charlevoix, offering boat sales, test drives, and a dedicated sales office. This partnership provides access to the Northern Michigan boating community.
• Cobalt BoatscoreStrategic or Co-development PartnerCobalt is a major brand partner offering premium bowriders and surf boats. Action Water Sports carries the full Cobalt lineup including the Surf Series (CS23, R4, R6, R8) and the Cobalt R Series.
• Tidewater BoatssecondaryStrategic or Co-development PartnerTidewater Boats offers center console boats for saltwater fishing and coastal use, complementing Action Water Sports' product lineup for Florida boaters in particular.
• Crest PontoonssecondaryStrategic or Co-development PartnerCrest Pontoons are carried at Action Water Sports locations, adding to the pontoon boat selection alongside Barletta.
• Balise PontoonsminorStrategic or Co-development PartnerBalise Pontoons are listed as a brand carried by Action Water Sports. A new partnership announcement was referenced in a navigation article.
• The Boarding School (Orlando, FL)minorChannel Partner/ Reseller/ DistributorAffiliated water sports instruction provider near the Central Florida (Clermont) location, offering wakesurf coaching and lessons for AWS customers.
• Ski Fluid (Polk City, FL)minorChannel Partner/ Reseller/ DistributorAffiliated water sports instruction provider near the Polk City, FL location for lessons and clinics.
• Wakesurf Tampa (Tampa, FL)minorChannel Partner/ Reseller/ DistributorAffiliated water sports instruction provider for Central Florida customers seeking wakesurf coaching.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• MarineMax: The largest publicly traded recreational boat retailer in the U.S., operating ~70+ locations across the country. Directly comparable to Action Water Sports as a multi-brand boat dealer offering new/used sales, service, storage, and financing — though at materially larger national scale.
• OneWater Marine: A multi-brand boat retailer formed through aggressive consolidation, operating dozens of dealerships across the U.S. Directly comparable as a premium-brand boat dealer with sales, service, and parts operations, competing for the same premium OEM allocations.
• SkipperBud's: A Midwest-focused boat dealer with locations across Michigan, Wisconsin, Illinois, Ohio, and Florida. Closely comparable to Action Water Sports in geographic footprint, brand mix (premium wake, pontoon, bowrider), and full-service sales-and-service model.
• Galati Yacht Sales: A long-standing premium boat and yacht dealer on the Gulf Coast representing brands such as Viking, Princess, and Hatteras. Comparable as a premium multi-brand dealer with full brokerage, service, and storage offerings, though oriented toward larger yachts than Action Water Sports' lineup.

Broad incumbents

• West Marine: The largest U.S. retailer of boating supplies, parts, and accessories with hundreds of stores plus an e-commerce channel. Comparable as an adjacent marine retail touchpoint that overlaps with Action Water Sports' pros shop, but operates in a different category (accessories versus whole boats).
• Bass Pro Shops / Cabela's: A major outdoor recreation retailer offering boats (including Tracker and Nitro), marine accessories, and fishing/water sports gear across large destination stores. Comparable as a broad marine/outdoor retail presence, but competes mainly in entry-level boats and accessories rather than premium wake/surf boats.

Regional players

• Hall Marine: A family-owned boat dealer group based in the Southeast U.S. (Georgia, South Carolina, Florida) representing premium brands including MasterCraft. Comparable as a multi-brand premium dealer with full-service capabilities, but concentrated in a different geography.
• Marine Connection: A South Florida-based boat dealer offering new and pre-owned boats with service and financing. Comparable as a multi-brand boat retailer but concentrated in the Florida saltwater market segment that overlaps with Action Water Sports' Polk City and Clermont locations.
• Sail & Ski Center: A Texas-based multi-brand boat dealer offering premium wake, ski, and surf boats along with service. Comparable in product mix (premium wake/surf focus) but operates in a different regional market, making it a regional rather than direct competitor to Action Water Sports.
• Jeffers Marine: A multi-location boat dealer in the Southeastern U.S. (Tennessee, Kentucky) representing premium brands. Comparable in product categories and full-service model but operates in a different regional market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/actionwater
• Xx.com/actionwater

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Action Water Sports