Gage Marine
Gage Marine is a family-owned Wisconsin marine dealership founded in 1873, operating five locations across Lake Geneva, Green Lake, and Minocqua to sell and service premium boat brands, offer storage and valet memberships, and run complementary hospitality brands.
- Company typePrivate
- Founded1873
- HeadquartersWilliams Bay, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Gage Marine does
Gage Marine is a family-owned, full-service marine dealership and boating-services company headquartered in Williams Bay, Wisconsin, with operating lineage tracing to 1873 and continuous Gage family ownership since 1958. The company sells new and pre-owned boats across six premium brands — Chris-Craft, MasterCraft, Barletta, Boston Whaler, Highfield, and Monterey — with inventory ranging from approximately $26,589 to over $700,000, alongside certified service for Mercury, Volvo Penta, Ilmor, and Yamaha engines. Operations span five physical locations across three premium Wisconsin lake markets (Lake Geneva, Green Lake, Minocqua), supported by a 12,000 sq ft service center, indoor and heated boat storage, on-water gas piers, and specialized pier and lift construction services. Revenue is generated through a diversified mix of one-time boat sales, recurring boat storage subscriptions, professional service and repair work, Boat Club and In/Out Valet memberships priced $5,200–$10,236 per season, Wake Experience private instruction at $299 per hour, and in-house financing through 20+ national and regional lenders — with 70% of buyers opting to finance.
Beyond core marine retail, Gage Marine operates an integrated brand family that includes Lake Geneva Cruise Line (founded 1873, acquired 1958), PIER 290 waterfront restaurant, Lake Life Catering (founded 2019), and Lake Life Store, extending the company's footprint into hospitality, catering, events, and lifestyle retail. The business has been recognized as the 2025 Dealer of the Year and ranked #3 boat dealer in the United States, with Five Star MRAA dealership certification and exclusive Hinckley Yachts service partner status (one of only two globally). Customers include lake enthusiasts, families, second homeowners, and seasonal Wisconsin visitors served through a combination of physical showrooms, a direct e-commerce inventory site with 24/7 virtual sales agent, app-based boat club reservations, and a Give 1 Get 1 referral program offering 1% of new boat sale value per successful referral.
Gage Marine firmographics
Firmographics- Name
- Gage Marine
- Legal name
- Gage Marine
- Website
- https://gageboats.com
- Company type
- Private
- Founded year
- 1873
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gage Marine is a family-owned Wisconsin marine dealership founded in 1873, operating five locations across Lake Geneva, Green Lake, and Minocqua to sell and service premium boat brands, offer storage and valet memberships, and run complementary hospitality brands.
- Ownership category
- akta.pro rank
Gage Marine industry classification
Industry- Product category
- Marine Dealership Services
- NAICS
- Boat Dealers (441222), Marinas (71393), Ship Building and Repairing (336611)
- SIC
- Ship & Boat Building & Repairing (3730), Services-Equipment Rental & Leasing, Nec (7359), Water Transportation (4400)
- akta.pro primary industry
- Marine Recreation Rentals & Tours Retail Counter (On-site Sales) (CRAMAIAM)
- akta.pro secondary industries
- Marine & Boat Finance (FSAKADAH), Boat & Marine Leasing (FSAKANAH), Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)
Keywords
Where Gage Marine is headquartered
LocationHeadquarters
- HQ city
- Williams Bay
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Gage Marine business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Boat Sales (New and Used): Sales of new and pre-owned boats from premium brands including Chris-Craft, MasterCraft, Barletta, Boston Whaler, Highfield, and Monterey. Inventory ranges from $26,589 to over $700,000.
- Boat Service and Maintenance: Full-service boat maintenance and repairs including fiberglass, wood, metal work, annual maintenance, winterization, and summerization services
- Boat Storage: Indoor and outdoor seasonal storage with heated options in Green Lake, including free summer trailer storage
- Boat Club Memberships: Seasonal membership programs (May-October) providing access to fleet of 8 boats. Two membership tiers: All-Access ($6,205-$8,652 annually) and Weekday ($5,200-$7,825 annually), with Legacy initiation fee of $5,200
- In/Out Valet Service: Launch-ready valet service at Williams Bay location storing boats indoors and launching on demand. Pricing from $7,435 (22' and under) to $10,236 (29') annually including winter storage
- Financing Services: In-house financing through 20+ national and regional lenders specializing in marine financing. 70% of buyers finance their purchase with flexible terms up to 240 months
- Gas Sales: Fuel sales at gas piers in Lake Geneva (Williams Bay and Riviera) and Green Lake locations, serving all boaters (not exclusive to customers)
- Wake Experience Sessions: Private coached wake sports sessions at $299/hour, including wakesurfing, wakeboarding, skiing, and tubing instruction on MasterCraft boats
- Pier and Lift Services: Pier construction, modification, and installation services including rock shoreline restoration, canvas cleaning, and winter storage
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | All-Access Boat Club Membership - Annual Payment |
| Subscription | Annual | All-Access Boat Club Membership - Legacy Payment |
| Subscription | Annual | Weekday Boat Club Membership - Annual Payment |
| Subscription | Annual | Weekday Boat Club Membership - Legacy Payment |
| Subscription | Multi-year contract | In/Out Valet - 22 feet and under |
| Subscription | Multi-year contract | In/Out Valet - 23-26 feet |
| Subscription | Multi-year contract | In/Out Valet - 27-29 feet |
| Unit Pricing | Pay-as-you-go | Wake Experience Private Session |
| Subscription | Annual | Extended Protection - Engine and Components |
| Transaction based/ take rate | One time/ perpetual license | Referral Program - Give 1 Get 1 |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Gage Marine product offering
Product offeringCore offering
Gage Marine is a full-service marine dealership in Wisconsin that sells new and pre-owned boats from premium brands, provides certified outboard service and maintenance, and operates indoor and outdoor boat storage facilities. The company complements dealership operations with pier and lift installation/removal, self-service gas piers, an in-and-out valet program, a boat club membership, and on-water wake experience sessions, serving lake homeowners and recreational boaters across five Wisconsin lake locations.
Product overview
Gage Marine is a marine dealership and service company operating since 1873, offering a portfolio of boat sales (new and pre-owned across six brands: Chris-Craft, MasterCraft, Barletta, Boston Whaler, Highfield, and Monterey), boat service and maintenance, indoor/outdoor storage, pier and lift services, and on-water gas fueling. The company differentiates through membership-based experiences: a Boat Club providing access to an eight-boat fleet, an In & Out Valet service for on-demand launches at Lake Geneva, and a Wake Experience offering private coached water sports sessions on MasterCraft boats. Financing and extended warranty packages round out the offering. All operations span four locations in Wisconsin: Lake Geneva, Fontana, Green Lake, and Minocqua.
Differentiator
Problem solved
Functional benefit
Brands
- Lake Geneva Cruise Line: Fleet of eight classic boats offering narrated scenic tours, brunch, lunch, and dinner cruises, and private parties on Lake Geneva. Founded in 1873 and purchased by the Gage family in 1958.
- PIER 290
- Lake Life Catering
- Lake Life Store
Companies that use Gage Marine
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Gage Marine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Gage Marine partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- Chris-CraftcoreGage Marine is an authorized dealer for Chris-Craft luxury boats, selling new and preowned models including Launch, Sportster, and Sea Skiff lines. Chris-Craft is known for timeless luxury, classic lines, and premium materials.
- MasterCraftcoreGage Marine is an authorized dealer for MasterCraft performance boats, specializing in ski and wakeboard boats. MasterCraft is known for world-class waves, innovative surf systems, and premium comfort.
- BarlettacoreGage Marine sells Barletta pontoon boats, known for comfort, style, and premium pontoon experience with plush seating and smart layouts.
- Boston WhalercoreGage Marine has sold Boston Whaler since 1960, known for legendary unsinkable construction and versatility for fishing, watersports, and cruising.
- HighfieldcoreGage Marine is an authorized dealer for Highfield rigid inflatable boats (RIBs), combining durability with lightweight aluminum hulls and rugged inflatable tubes.
- MontereycoreGage Marine is an authorized dealer for Monterey sport boats, offering comfort, performance, and value in stylish sport boat packages.
- Hinckley YachtsflagshipGage Marine is one of only two service partners in the world for Hinckley Yachts, the most technologically advanced boat builder in the United States. This exclusive relationship validates Gage Marine's service excellence.
- Lake Geneva Cruise LinecoreFounded in 1873 and purchased by the Gage family in 1958, Lake Geneva Cruise Line offers boat tours including scenic tours, brunch, lunch, and dinner cruises on classic boats. Part of the Gage Marine brand family.
- PIER 290corePIER 290 is the only waterfront restaurant on Lake Geneva, located adjacent to Gage Marine's Williams Bay lakefront. Offers dining with lake views. Part of Gage Marine brand family with member discounts.
- Lake Life CateringminorFounded in 2019, Lake Life Catering serves Lake Geneva locals and visitors with event planning and catering services. Part of Gage Marine brand family with member discounts.
Scale indicators10 records
Recent moves10 records
Expansion highlights6 records
Gage Marine competitors and assessment
Company assessmentDirect peers
- MarineMax: The largest U.S. recreational boat dealer with a national footprint across new and pre-owned boats, finance, service, storage, and charter/boat-club products. Direct peer on multi-brand OEM sales, in-house financing, storage, and lifestyle membership economics; key difference is national vs. Wisconsin-only geography.
- OneWater Marine: Public multi-brand boat dealer group operating dozens of locations across the U.S. Comparable in multi-brand OEM sales, service, storage, and F&I attach; differs in scale, public-market capital, and geographic diversification versus Gage's family-owned regional model.
- SkipperBud's: Long-standing Midwest/U.S. boat dealer with marinas, service, storage, and a boat club model. Highly comparable as a multi-location full-service dealer in the same geography (Wisconsin/Midwest lakes), competing for the same lake-lifestyle customer.
- Suntex Marina Group: Large U.S. owner/operator of marinas with wet slips, dry storage, service, fuel, and hospitality amenities. Comparable on the marina/storage/valet side of Gage's business; less direct on the new-boat dealer and OEM franchising side.
Broad incumbents
- West Marine: Largest U.S. specialty retailer of marine parts, accessories, and supplies across stores and e-commerce. Adjacent incumbent in the marine value chain, overlapping with Gage's parts, accessories, and maintenance supplies business but not a new-boat dealer.
- Bass Pro Shops: National outdoor recreation retailer (including Cabela's) with boat sales, marine service, Tracker Marine manufacturing, and resort/marina tie-ins. Broad incumbent competing for the same outdoor/lake-lifestyle customer wallet, though at much larger scale.
Emerging players
- Freedom Boat Club: Franchise-based boat club offering shared access to a fleet of boats via membership dues. Closest direct comparison to Gage's Boat Club and In/Out Valet subscription products, though as a national franchise it competes for the same access-over-ownership customer.
Others
- Boat Trader: Leading online boat marketplace for new and pre-owned listings, owned by Boats Group. Indirect ecosystem connection - powers a large share of the lead flow that Gage's website competes with for boat shoppers in Wisconsin and beyond.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Gage Marine social profiles
Digital presenceGage Marine compliance and trust
Trust signalCompliance1 record
Gage Marine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gage Marine leadership team
Management profileNumber of profiles
Gage Marine subsidiaries and ownership
Company hierarchySubsidiaries4 records
Gage Marine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gage Marine 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 Gage Marine
What does Gage Marine do?
Gage Marine is a full-service marine dealership in Wisconsin that sells new and pre-owned boats from premium brands, provides certified outboard service and maintenance, and operates indoor and outdoor boat storage facilities. The company complements dealership operations with pier and lift installation/removal, self-service gas piers, an in-and-out valet program, a boat club membership, and on-water wake experience sessions, serving lake homeowners and recreational boaters across five Wisconsin lake locations.
Is Gage Marine a public or private company?
Gage Marine is a private company. It is classified as family owned and is currently operating.
When was Gage Marine founded?
Gage Marine was founded in 1873. It employs 11 to 50 people.
Where is Gage Marine based?
Gage Marine is headquartered in Williams Bay, United States, in the North America region.
How does Gage Marine make money?
Nine revenue lines are on record. Boat Sales (New and Used) is the primary driver. The others are boat Service and Maintenance, boat Storage, boat Club Memberships, in/Out Valet Service, financing Services, gas Sales, wake Experience Sessions and pier and Lift Services.
Who are Gage Marine's main competitors?
Direct peers on record are MarineMax, OneWater Marine, SkipperBud's and Suntex Marina Group. Broad incumbents are West Marine and Bass Pro Shops. Freedom Boat Club is listed as an emerging player. Boat Trader is listed as an others.
Does Gage Marine have an API?
No public API is recorded for Gage Marine.
What industry is Gage Marine in?
Gage Marine's product category is Marine Dealership Services. Its primary akta.pro industry code is CRAMAIAM, Marine Recreation Rentals & Tours Retail Counter (On-site Sales), with a secondary code of FSAKADAH, Marine & Boat Finance. Its NAICS code is 441222 and its SIC code is 3730.