ShoreMaster, LLC Promotes Welch to PolyDock Products National Account Manager

FERGUS FALLS, MINNESOTA, April 9, 2015 – ShoreMaster, LLC, a leading manufacturer of docks and boat lifts, is excited to announce the promotion of Kurt Welch to PolyDock Products National Account Manager. Welch will function as an integral part of the ShoreMaster, LLC corporate sales structure responsible for driving sales growth of the PolyDock Products brand of floating dock systems.

PolyDock Products will look to Welch assist with strategic development as well as be responsible for revenue growth through sales and marketing plans. His main focus will be on the expansion of the PolyDock Products dealer and distribution channels as well as the maintenance of current accounts.

Don Hurley, ShoreMaster, LLC Presidents, says, “PolyDock Products is an exciting brand for us. We see a lot of potential across the country for our floating docks and ShorePort. We were looking for some with a lot of passion for the waterfront and an enthusiasm for the brand – Kurt was the perfect fit.”

Welch has an extensive background in the dock and lift industry having worked for ShoreMaster, LLC in multiple roles – most recently as the Manager of Dealer Relations and Content Creation. “His experience and knowledge of the products will be an invaluable asset to the customers he serves. We are very excited about the possibilities that he opens up for us with this brand” says Hurley.

PolyDock Products is a brand of ShoreMaster, LLC, a premier manufacturer of waterfront equipment, specifically docks and boat lifts. The ShoreMaster, LLC team includes welders, fabricators, engineers, mechanics, developers, designers, problem solvers and more–working together to provide their customers with the very best waterfront experience available. Visit PolyDock Products at for more information.

ShoreMaster hires two new Field Sales Representatives

FERGUS FALLS, MINNESOTA, February 12, 2015 – ShoreMaster, a leading manufacturer of docks and boat lifts, is excited to announce the addition of two new field sales representatives – Alex Magaard and Greg Cook – to the ShoreMaster team.

Alex Magaard will serve as the Field Sales Representative for the Minnesota and North Dakota Territory. While Greg Cook will service the Wisconsin area. Magaard and Cook will work closely with the Regional Sales Manager for the Midwest, Aaron Nyhus, to provide dealers and customers the superior service and training expected of the ShoreMaster brand.

According to Don Hurley, ShoreMaster President, “The primary role of this new position is to assist and service our dealers. The Minnesota and Wisconsin territories have seen tremendous growth as of late and there is still a lot of growth potential in the lakes areas. The addition of these two field sales reps will enable us, and our dealers, to seize those opportunities. We are very excited about the possibilities that these positions provide for us in the upcoming season.”

Both Magaard and Cook have previous experience in the marine industry and bring with them an extensive retail knowledge and a passion for ShoreMaster’s products.  As a part of their primary function Magaard and Cook will focus on improving the accessibility and distribution of ShoreMaster products to the ShoreMaster dealer network – and in turn to the retail customer.

“Alex and Greg are enthusiastic individuals who are excited to get out in the field and start working with the dealers. They have incredible passion for our product; their drive and knowledge will be a great asset for our company and for our dealers.” says Hurley.

ShoreMaster Dealers Excited for Upcoming Boat Shows

The 2015 Boat Show Season is upon and ShoreMaster dealers couldn’t be more excited at the opportunity to get out and visit with all of our consumers and users. If you are in the market for a new dock and lift system – or just looking to forget about the cold and snow for awhile – be sure to visit your local ShoreMaster dealer and one of the many upcoming shows. Below a list of the shows that ShoreMaster dealers will be attending (check back often for additions and updates)!

If you are unable to make it to a boat show you can always visit one of our dealers in their showroom just use our convenient dealer locator to find a dealer near you!


January 2015

16-18th – Milwaukee, WI; Cleveland, OH; Toronto, Canada; Cincinnati, OH

23-25th – Milwaukee, WI; Cincinnati, OH; Kansas City, MO; Minneapolis, MN; Seattle, WA; Fargo, ND; Birmingham, AL

30- Feb 1 – Spokane, WA; Lincoln, NE; Rochester, NY, Seattle, WA


February 2015

6-8th – Spokane, WA; Calgary, Canada; Topeka, KS; Dallas, TX; Harford, CT; Lincoln, NE

13-15th – Syracuse, NY; Fort Wayne, IN; Rockford, IL; Kalispell, MT; Boston, MA

20-22nd – Grand Rapids, MI; Omaha, NE; Indianapolis, IN; Boston, MA; Duluth, MN; Omaha, NE

27- Mar 1 – Hot Spring, AR; Madison, WI; Indianapolis, IN


March 2015

6-8th – St Louis, MO, Saskatoon, Canada; Fargo, ND; Winnipeg, Canada; Orono, ME; Essex, VT; Portland, ME

13-15th – Edmonton, Canada; Novi, MI; Augusta, ME; Worcester, MA; Minot, ND

20-22nd – Bangor, ME; Eau Claire, MN

27-29th – Minneapolis, MN; Toronto, Canada; Augusta, ME; Queensbury, NY


ShoreMaster Hydraulic Boat Lifts: Simple, Quiet, Fast Operation

ShoreMaster Hydraulic Lift From Below There are many reasons to choose a Hydraulic Boat Lift; they offer the convenience of push-button operation, they are reliable, and they operate quietly. However, when it comes to deciding between hydraulic boat lift brands, many customers are only aware of the hydraulic boat lift brands that are carried by their local dock and lift retailer. ShoreMaster offers one of the widest dealer and distributor networks throughout the United States and Canada, so it’s easier than ever for a consumer to find a ShoreMaster hydraulic boat lift at their local dock and lift dealer, however, this post is for the rare customer who is finding limited boat lift brand options in their area, and would simply like more information on understanding how a ShoreMaster Hydraulic boat lift can be a better hydraulic lift choice.

It is important to note that not all hydraulic boat lift brands are created equal, some manufacturers claim to offer hydraulic boat lifts, when in fact, they have simply repackaged a cable operated boat lift and called it a hydraulic boat lift.

Let’s look at three key reasons that hydraulic technology was originally incorporated into ShoreMaster Hydraulic boat lifts:

Simplicity – Hydraulic technology allows ShoreMaster hydraulic boat lifts to shed the complexity and potential for problems that cables and pulleys can create. Hydraulic technology should make boat lifts easier to own and operate. ShoreMaster Hydraulic boat lifts are simple, and do not rely on cables, pulleys, or screws to raise or lower your boat.

Quiet Operation – Hydraulic technology was thought to be much quieter than the old “rattle and clank” that many other boat lift brands winches produce during operation (We should note that ShoreMaster offers an ultra-quiet, near-silent Whisper Winch on their vertical and cantilever boat lifts). The quiet hum of a hydraulic pump in operation is thought to be quieter, and more pleasing than the mechanical rattle of a winch gear at work.

Faster Speeds – Prior to hydraulic technology, boat lift customers’ only options to power their lift was either by hand, using the boat lift’s wheel, or by attaching a motor (usually an aftermarket / non-original equipment part) to the boat lift’s winch. While this may have improved operational convenience, it didn’t improve the simplicity of the boat lift, usually made boat lift operation louder, and rarely would it produce speeds faster than a traditional hydraulic boat lift can provide. ShoreMaster hydraulic boat lifts are fast, while remaining quiet and incredibly simple.

It’s that simple. When ShoreMaster added Hydraulic boat lifts to their product lineup back in September of 2000, the idea was to create a simple, quiet, fast boat lift that would operate at the push of a button. Those three words sum up everything that a traditional hydraulic boat lift should be, and everything that ShoreMaster hydraulic boat lifts are; simple, quiet, and fast.

Hydraulic boat lifts that utilize cables, pulleys, screws, and other mechanisms to lift your boat have a lot of room for potential problems down the road. A traditional hydraulic boat lift from ShoreMaster is simple, quiet, and fast, so it’s easy to use, and easy to own long-term.

To view ShoreMaster’s hydraulic boat lift models check out our Hydraulic Lifts page.


ShoreMaster Canopy Covers Get A Boost in Quality, Options, Speed-To-Market From New Supplier

ShoreMaster Hydraulic Lift and Vinyl Canopy CoverShoreMaster, LLC recently finalized the details of a new boat lift canopy cover vendor agreement with Rush-Co., a diversified, family-owned manufacturing company located in Springfield, SD.

ShoreMaster dealers and distributors have been seeking improved canopy cover lead times, and better fabric options from the company through its dealer feedback sessions and its surveys at the company’s ShoreMaster University (SMU) dealer training sessions that are held annually and attended by ShoreMaster’s nationwide dealer network. The ShoreMaster University training sessions have been held annually for the last 11 years and are attended locally and nationally throughout the United States and Canada. The new canopy cover vendor agreement with Rush-Co. will allow the company to satisfy its dealer requests for improvements while strengthening its position as a leader in the boat lift canopy cover market.

“The current dynamics of the boat lift canopy cover market requires suppliers, manufacturers, and retailers to be able to provide a high quality product in an ever widening array of colors, sizes, and fabric choices, with incredible speed-to-market.” said ShoreMaster President, Don Hurley. “These dynamics are driving competition among boat lift canopy cover suppliers, and the suppliers who can provide the highest quality, the most options, and the fastest lead times are winning right now.”

ShoreMaster’s Director of Marketing, Ashley Bruggeman says “We are excited by the new agreement with Rush-Co. because it allows us to satisfy our dealers’ requests for options and lead time improvements while enabling us to tap into Rush-Co.’s experience and knowledge of the canopy cover market. They have an incredible facility and their state of the art technology in cutting, stitching, heat seam welding and digital canopy prints and templates allow them to meet the market demands that drive this segment of our business.”

ShoreMaster will begin to offer its new line of canopy cover fabrics from Rush-Co. immediately to its nationwide dealer and distributor networks in the United States and Canada. The new canopy covers available from ShoreMaster will include a new and improved Shelterite SLT 13 oz. vinyl with top coat in a wide range of popular colors. This new SLT 13oz cover will weigh 30% less than covers supplied by its former supplier so it is much easier to install, remove, clean and maintain.  SLT 13oz sacrifices nothing when compared to 18oz coated fabrics in tongue tear testing, UV resistance, strip tensile testing, grab tensile testing, and hydrostatic resistance tests. In addition to the new canopy vinyl options, ShoreMaster will continue to offer its premium, light-weight WeatherMax canopy fabrics in a wide range of colors. ShoreMaster dealers and distributors should expect to see improved pricing and lead times, better fit and finish, and more options in boat lift canopy cover availability as ShoreMaster partners fully with its new boat lift canopy cover supplier.

For more information on the new canopy covers available from ShoreMaster, grab the Canopy Cover Flyer. To purchase ShoreMaster canopy covers, please visit the ShoreMaster Dealer Locator.


Matthew Koalska Takes on Traffic Management Apprentice Role at ShoreMaster

Matthew Koalska Takes on Traffic Management Apprentice Role at ShoreMasterRecently, ShoreMaster tapped into the talents of Matthew Koalska take over as Business Development Coordinator, and to lead ShoreMaster’s employee recruitment efforts by reaching out to area universities and coordinating events at tradeshows and career fairs to create awareness of the many benefits of working at an industry-leading manufacturing company like ShoreMaster, while living in the heart of Otter Tail County’s lakes area.

Matthew’s passion for the company along with his attention to detail and communications background from the University of Minnesota, have led to another opportunity at the company for the former NHL hockey player and Golden Gopher hockey standout. As a part of ShoreMaster’s commitment to hiring from within, and as a part of its overall succession planning initiatives, ShoreMaster recently asked Koalska to work alongside ShoreMaster’s current Traffic Manager, Kirk Reiten, in an apprenticeship role. Matthew will gain experience in the many facets of ShoreMaster’s industry-leading traffic department, while he acts as the communication pivot between ShoreMaster’s traffic department, internal call center, outside sales force, production and shipping staff, and its dealers and distributors. Koalska will also gain insight into the configuration and scheduling of loads, the financial impact of the position, and the logistics of the company’s outbound supply chain to its nationwide dealer and distributor network.

When asked about his new responsibilities, Matthew said “The level of training that I’m receiving at ShoreMaster rivals or beats anything I’ve received anywhere else. I’m currently working on attaining my Advanced Lean Tools and Principles certificate from Purdue University, thanks to ShoreMaster’s management philosophy of promotion from within and training. I’m really excited to learn more about the traffic department, and help Kirk Reiten, our Traffic Manager so that we can continue to be the best in the industry. Of course I will still keep up on some of the other responsibilities that I was originally brought in for and look forward to attending the career fairs and creating awareness on the employment opportunities that manufacturing can provide to the Fergus Falls area. This is just a great place to work.”

ShoreMaster continues to enjoy strong growth across all segments of its business, in part due to the Competitive Unification Strategy it implemented two years ago as a way to drive sustainable growth with an increased focus on competitiveness in distribution, product quality, customer service, and industry-leading operational facilities.

This post was also published in the Fergus Falls Daily Journal.

ShoreMaster Hires Chet VanSyckel To Lead Total Quality Management Initiatives

Chet VanSyckelShoreMaster, LLC recently re-acquired the talents of Chet VanSyckel to lead the company’s Total Quality Management efforts across all brands and operations as it continues to see growth from recent strategic positioning of its brands and a re-organization of its nationwide sales force that includes new sales leadership from regional sales managers.

“Chet brings with him a tremendous amount of organizational process management skills, and his ability to effectively lead staff at all levels of an organization in any type of growth cycle, make him an incredibly good fit for our culture as we continue to grow.” said ShoreMaster Vice President of Operations, Rob Katzenmeyer. “Chet drove substantial improvements in lead times, product quality, safety, and operations at our Concrete Floating Dock manufacturing facilities in St. Augustine, Florida and Chet will be a great asset to us as we continue to capitalize on our current and forecasted growth opportunities across all segments of our business.”

Chet will manage and lead ShoreMaster’s Total Quality Management System as the company continues to make process improvements that will sustain its already strong market position, high level of customer service, nationwide distribution, and industry–leading manufacturing operations.

When asked about his management philosophy, Chet said “I think I lead by creating leaders. Throughout my career, I’ve had a lot of success and found a lot of operational wins by simply making small, yet impactful improvements that affect the entire process in a positive way. I like to lead by pulling my team members toward a goal, rather than pushing them into it. This way, everyone wins, and the process is improved as a result.”

Chet brings with him a wealth of operational expertise in process management and continuous improvement and studied Mechanical Engineering at the University of Delaware and holds a General Contractors License in Florida.

ShoreMaster Competitive Unification Leads To Growth, Sales Reorganization

ShoreMaster, LLC announces growth-driven nationwide sales re-organization.

In a continuance of ShoreMaster’s long-term competitive unification strategy, ShoreMaster will begin to roll out changes to its nationwide sales force. The changes, driven by strong growth across multiple ShoreMaster, LLC brand segments, will allow the company to continue to capitalize on its position as a leader in the waterfront equipment industry, by strengthening its focus on industry specific markets for continued growth.

“We are excited about our current and forecasted growth, and the sales re-organization is in alignment with the competitive unification strategy that we laid out a couple of years ago to incentivize growth while strategically positioning our brands to continue to lead and grow in their respective markets.” said ShoreMaster President Don Hurley. “We have a number of game-changing initiatives that will come to market within the next six months that will enable us to provide the level of focus and clarity on our brand segments, products, and territories that our customers have been asking for since our last ShoreMaster University in December of 2013.”

The sales re-organization is focused on improving the accessibility and distribution of ShoreMaster, LLC brand products to each brand’s respective dealer and distributor network and / or its consumers. The changes include a restructure of sales management within the company to include sales leadership from Regional Sales Managers. ShoreMaster’s Regional Sales Managers will focus on the continued growth and success of their key ShoreMaster, LLC brands, and effective support of the dealers, distributors, and Territory Sales Managers that they will lead within their regions.

Recently, ShoreMaster promoted four members of its nationwide sales force to the Regional Sales Manager position. The promotions are as follows;

Aaron NyhusAaron Nyhus, Regional Sales Manager – Northern Midwest Region




Gary Hafley

Gary Haffley, Regional Sales Manager – Central Plains and Southeastern Region




Ryan KnoxRyan Knox, Regional Sales Manager – Eastern United States and Canada




Robert ReinRobert Rein, Regional Sales Manager – Western United States and Canada




Press Release: ShoreMaster Competitive Unification Leads To Growth, Sales Reorganization

ShoreMaster Shows Commitment to Waterfront Recreation In Lakes Area, City of Fergus Falls

ShoreMaster TS9 with Tan Aluminum DeckingAs a thank you to the City of Fergus Falls, Minnesota for allowing ShoreMaster, LLC to utilize a section of shoreline at Pebble Lake Beach for a photo shoot between July 29th and July 31st, ShoreMaster, LLC donated the city a TS9 wheel-in dock system with a retail value of $13,424.

“ShoreMaster is always looking for ways to be active within our hometown community, and we are always looking for ways to help our employees, their families, and the people who live in Fergus Falls and the surrounding communities get out and enjoy some time on the water.” said ShoreMaster President, Don Hurley. “Pebble Lake Beach is a great resource for the community, and a real destination for Lakes Area families to enjoy during the warm summer months. We wanted to thank the city for allowing us to use the beach for our photo shoot, but we also know that this dock donation means a lot to everyone who lives in and around the lakes area of Fergus Falls.”

Steve Plaza, Parks, Recreation and Forestry Manager for the City of Fergus Falls said that the dock, which features ShoreMaster’s maintenance free tan aluminum decking, will be a great addition to the docks that are already in place at Pebble Lake Beach. Of course, the official swim season at Pebble Lake Beach will wrap up as the lifeguards go back to college, the existing docks are removed, and the swimming season winds down. That means residents will have to wait until next season to begin enjoying the new swim dock donated by ShoreMaster, LLC. A benefit of the new dock, said Steve, is that “it will be easier to maintain, easier to install, and it will allow the swimmers to get into deeper water.”

ShoreMaster Vice President of Operations, Rob Katzenmeyer said “The dock is ShoreMaster’s TS9 truss style wheel-in dock with tan aluminum decking. It was in an “F” shape configuration for the photo shoot, but will be reconfigured to more of an “L” shape for use next summer. When the dock is installed next summer, beach-goers will be able to get a close up look at an industry-leading product that is manufactured by Great People right here in Fergus Falls, Minnesota.”

ShoreMaster offers its products for sale through its nationwide dealer network, and local ShoreMaster dealers can be found by visiting http://shoremaster.comdealer-locator/


Ray Swift Joins ShoreMaster as Northeast Territory Sales Manager

Ray Swift_ShoreMaster Northeast Territory Sales Manager

In a move bolster its already industry-leading nationwide sales force, ShoreMaster recently hired Ray Swift to take over sales management duties in its Northeast United States territory. Ray brings with him over 13 years of successful sales experience in balancing territorial dynamics to support and grow his existing dealers while adding new dealers in key locations. Ray’s previous sales experience covers the hospitality industry, the metal fabrication industry, and the aftermarket auto parts industry.

Ray will cover the Northeast United Sates including New Jersey, and Pennsylvania, excluding Maine. When asked about his new role Ray says “my goal is to use my sales experience to the benefit of the existing dealers within my territory to ensure that I offer them every advantage available to them from the company to allow them to grow profitably while supporting them and acting on their behalf as the go-to resource for their questions and support needs.”

ShoreMaster’s strong growth in all segments of its business and across all of its brands lends itself to the new hire. When asked about the new hire, ShoreMaster’s Regional Sales Manager for the Northeastern United States and Canada, Ryan Knox says “the Northeastern United States territory that Ray will cover is important to our business and has been a key part of the overall growth that the ShoreMaster brand continues to enjoy. It has characteristics similar to some of our other core markets in the Midwest, and our dealer and distributor base in this territory is among the best in the country. Ray will be a great asset to both our company, and our dealers and distributors in his territory.”

ShoreMaster continues to enjoy strong growth across all segments of its business, in part due to the realization of components of its Competitive Unification Strategy implemented two years ago as a way to drive sustainable growth with an increased focus on competitiveness in distribution, product quality, customer service, and industry-leading operational facilities.

Press Release: Ray Swift Joins ShoreMaster As Northeast Territory Sales Manager

About ShoreMaster, LLC

ShoreMaster, LLC is a premier manufacturer of waterfront equipment, headquartered in Fergus Falls, MN, ShoreMaster provides docks, boat lifts and accessories for any and all waterfront environments – from the small lakes of the Midwest to the deep waters of the South, our lineup of waterfront equipment is built to withstand the waves, wind and continual use you’ll put it through.