Lakeside Dock Sales

What Lakeside Dock Sales does

Lakeside Dock Sales (legal name Lakeside Dock & Lift Sales) is a privately held specialty retailer founded in 2015 and headquartered in Minocqua, Wisconsin. The company resells, installs, and services waterfront equipment, primarily docks and boat lifts, for residential lakefront property owners across Northern and Central Wisconsin and Michigan's Upper Peninsula. It carries four third-party manufacturer brands, FLOE, Wave Armor, EZ Dock, and Pier Pleasure, spanning roll-in, stationary, and floating dock configurations, as well as vertical manual and battery-operated boat lifts and PWC lifts. The company also sells the Electric Mitey-Toon, an electric pontoon watercraft, as a sub-brand, plus Otter Island swim rafts and an extensive catalog of accessories and replacement parts.

Lakeside operates three physical showroom and service locations (Minocqua as headquarters, Mosinee for Wausau/DuBay, and Crivitz, the newest site opened in 2022) plus an online parts storefront. Its go-to-market is direct-to-consumer: customers receive on-site shoreline consultations, custom system recommendations, professional installation, and recurring seasonal in-and-out service. Financing is offered through a partnership with Marine Credit Union, and the Wausau area is co-served through a referral relationship with M&J Marine, a 20+ year FLOE dealer. There is no proprietary technology; revenue is generated through hardware resale, installation labor, seasonal service fees, and accessories.

The company is founder-led (Chad and Andrew), with a workforce reported at 1-10 employees. Pricing for full dock and lift systems is quote-based rather than listed, while accessories and replacement parts are individually priced from roughly $4 for dock caps to over $3,400 for premium canopy fabrics. Customer acquisition relies on website traffic, Google reviews (86 reviews with an EXCELLENT Trustindex-verified rating), Facebook and Instagram presence, and word-of-mouth referrals.

Name

Lakeside Dock Sales

Legal name

Lakeside Dock & Lift Sales

Website

https://lakesidedocks.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Lakeside Dock Sales is a privately held regional retailer in Northern and Central Wisconsin that sells, installs, and services docks, boat lifts, PWC lifts, and waterfront accessories from FLOE, Wave Armor, EZ Dock, and Pier Pleasure for residential lakefront property owners.

Ownership category

akta.pro rank

Product category

Waterfront Equipment Retail

NAICS

Boat Dealers (441222), Marinas (713930)

akta.pro primary industry

Sailing & Rigging Retail (Sailboats, Sails, Hardware) (CRAMAIAG)

akta.pro secondary industries

Dry Docks & Floating Docks (Graving, Floating, Syncrolift) (IMAJALAA), Personal Watercraft (PWC/Jet Ski) Manufacturing (IMAJAEAF)

Keywords

• Boat dock sales
• Boat lift installation
• Waterfront equipment retail
• Electric pontoon boats
• Seasonal dock service

Headquarters

HQ city

Minocqua

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Waterfront Equipment Sales: Sale of docks (roll-in, stationary, floating), boat lifts (vertical manual and battery operated, PWC lifts), and accessories including canopies, remote controls, wheel kits, limit switches, motor stops, solar panels, benches, ladders, dock cleats, bumpers, and replacement parts. Products sourced from FLOE, Wave Armor, EZ Dock, and Pier Pleasure manufacturers.
2. Installation and Seasonal Services: Professional installation of docks and boat lifts, spring put-in service, and fall take-out/removal service. Includes canopy installation, canopy cleaning, and canopy storage services.
3. Electric Watercraft Sales: Sale of Mitey-Toon electric pontoon boats with various customization options including railing colors, bimini top colors, seat colors, vinyl flooring options in two colors.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Lakeside Dock & Lift Sales sells, designs, and installs docks (roll-in, stationary, and floating), boat lifts (vertical manual and battery-operated), PWC lifts, and waterfront accessories from manufacturers including FLOE, Wave Armor, EZ Dock, and Pier Pleasure. The company also sells the Electric Mitey-Toon pontoon boat and Otter Island swim rafts, and provides professional installation and seasonal spring put-in / fall take-out service to residential lakefront property owners.

Product overview

Lakeside Dock & Lift Sales is a physical products retailer offering a comprehensive portfolio of waterfront equipment. The core offering consists of premium dock systems (FLOE, EZDock, Wave Armor, Pier Pleasure) and boat lifts from major brands (FLOE, Wave Armor, EZ Dock), complemented by the company's own Electric Mitey-Toon electric pontoon boat and Otter Island swim rafts. The product line is supported by an extensive accessories and parts catalog including canopy fabrics, remotes, solar panels, motor components, and dock hardware. The company also provides seasonal installation/removal services and financing through Marine Credit Union.

Differentiator

Problem solved

Functional benefit

Brands

• Mitey-Toon: Electric pontoon watercraft brand - pollution free, whisper quiet pontoon boats with octagonal pontoons requiring only 12 inches of water depth. Features 800lb capacity and customizable railings, bimini top and seats.

Products and services

• FLOE Docks Premium roll-in and sectional dock systems from FLOE International, available in roll-in, stationary, and floating configurations and known for strength, adjustability, and durability. Sold to residential lakefront property owners in Wisconsin.
• EZ Dock Floating Docks Low-maintenance floating dock systems from EZ Dock featuring flexible layouts and a modern design for a wide range of waterfront setups. Sold and installed by Lakeside.
• Wave Armor Docks and Ports Modular floating docks and ports from Wave Armor for boats, PWCs, and pontoon boats, designed for performance in varied shoreline conditions. Sold and installed by Lakeside.
• Pier Pleasure Docks Pier Pleasure docks featuring a screw jack leveling system that allows installation without getting wet. Sold and installed by Lakeside as part of its dock portfolio.
• FLOE Boat Lifts Boat lifts from FLOE engineered for strength, convenience, and easy seasonal adjustments, including vertical manual and battery-operated lift models (V-series, VSD series). Sold and installed by Lakeside.
• Electric Mitey-Toon Pontoon Boat Electric pontoon boat marketed under Lakeside's Mitey-Toon sub-brand. Pollution-free and whisper-quiet operation, octagonal pontoons for stability, requires only 12 inches of water depth, 800 lb capacity, and customizable railings, bimini top, seats, and vinyl flooring.
• Otter Island Swim Rafts Swim rafts sold by Lakeside as additional waterfront equipment alongside docks and lifts for residential lakefront properties.
• Dock and Boat Lift Installation Service Professional installation of docks and boat lifts performed by Lakeside's installation crews, including on-site assessments, configuration, and post-installation support for residential customers.
• Seasonal In-and-Out Service Seasonal spring installation and fall removal service for docks and boat lifts, plus canopy installation, canopy cleaning, and canopy storage services offered by Lakeside to residential lakefront customers.
• Waterfront Accessories and Replacement Parts Extensive catalog of dock and lift accessories sold via Lakeside's online shop, including canopy fabrics, remotes, solar panels, motor stops, limit switches, wheel kits, winch cables, dock cleats, bench seats, swim ladders, and control system update kits.

Quantifiable outcome

• Customer satisfaction: EXCELLENT rating based on 86 Google reviews

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• M&J MarinecoreChannel Partner/ Reseller/ DistributorM&J Marine is Central Wisconsin's leading boat dealership and has been a FLOE dock and lift dealer for over 20 years. Lakeside works with M&J Marine at the Wausau/DuBay location to provide highest quality docks and lifts in the area, continuing the tradition of excellence established by M&J Marine.
• FLOE InternationalcoreTechnology or IntegrationFLOE is a premier manufacturer of roll-in docks, sectional docks, and boat lifts. Lakeside is an authorized dealer offering FLOE products including boat lifts (V-series, VSD series), dock systems, canopies, accessories, and replacement parts.
• Wave ArmorcoreTechnology or IntegrationWave Armor manufactures modular floating docks and ports for boats, PWCs, and pontoon boats. Lakeside offers Wave Armor products known for their durability, ease of use, and performance in various shoreline conditions.
• EZ DockcoreTechnology or IntegrationEZ Dock produces low-maintenance floating dock systems and ports for pontoons, boats, and PWCs. Lakeside is an authorized dealer offering EZ Dock products featuring flexible layouts and modern design.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Northland Dock & Lift: Regional dock, lift, and marine accessories retailer serving Minnesota and Wisconsin lake communities with comparable sales, installation, and seasonal in-and-out service offerings.
• Great Lakes Dock & Lift: Regional multi-location dock and boat lift retailer serving lakefront property owners in the Upper Midwest with sales, installation, and seasonal service — the closest direct business model comparable to Lakeside.

Broad incumbents

• ShoreMaster: National manufacturer of aluminum docks, boat lifts, and PWC lifts with an extensive dealer network across the Midwest. Directly comparable product line and overlapping customer base of lakefront property owners.
• Wave Armor: Manufacturer of modular floating docks and PWC/boat ports. Wave Armor is both a Lakeside partner and a manufacturer with its own partner/dealer network — directly overlapping in core floating dock product category.
• EZ Dock: Manufacturer of modular floating dock systems and ports for boats, PWCs, and pontoons. As both a Lakeside supplier and a competitor with its own dealer network and direct sales, EZ Dock is a directly comparable product platform.
• Hewitt Industries: Manufacturer of roll-in and sectional dock systems and aluminum boat lifts with a strong dealer footprint across the Upper Midwest and Canadian lake regions. Strong overlap with Lakeside's residential lakefront customer base.
• Pier Pleasure: Manufacturer of docks with screw jack leveling systems. As an existing Lakeside supplier, Pier Pleasure represents directly comparable dock product offerings sold through dealer networks.
• FLOE International: Manufacturer of roll-in docks, sectional docks, and boat lifts. Lakeside is a FLOE dealer, but FLOE itself operates a direct dealer network and sells to consumers — placing it as a broader incumbent in the same product category.

Regional players

• M&J Marine: Central Wisconsin boat dealership that has been a FLOE dock and lift dealer for over 20 years and is a Lakeside channel partner. Operates a directly comparable retail-plus-service model in an overlapping geography.

Emerging players

• Docks & Lifts Direct: Online-direct retailer of dock and boat lift products serving lakefront owners nationwide. Competes on pricing transparency and convenience rather than local service, but addresses the same end customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Lakeside Dock Sales