ShoreMaster, LLC had the honor recently of being a part of a segment on Modern Living with kathy ireland® focused on the waterfront industry. Our very own Don Hurley, President/CEO, sat down with Kathy to discuss the changes we are seeing across the industry, as well as how our products are uniquely positioned to serve waterfront owners, and the amazing people behind our products and brands. If you missed the initial airing on, or just want to watch the segment again, check it out on our YouTube channel or below.
ShoreMaster, LLC is pleased and excited to have the opportunity to be featured on Modern Living with kathy ireland® in a segment that highlights not only our premium product offering but also the changes and transformations occurring across the waterfront industry as well as the extraordinary people that make ShoreMaster the industry leader it is.
“45 years ago, a dock was just a way to get your boat,” says Don Hurley, ShoreMaster President and CEO. “Now, docks are becoming an extension of your lakefront property. It’s a place where people socialize and stay on the dock. We have the broadest product offering and the most dealers. Wherever there is water, that’s where we are.”
Modern Living with kathy ireland® is a weekly business television program featuring real-world insights from corporate executives all over the globe. Earlier this Fall, our very own Don Hurley sat down for an interview with Kathy Ireland to discuss ShoreMaster’s line up of premium waterfront products as well as the philosophy and mission of the company as a whole.
“People love being close to water,” says JL Haber, Vice President of Programming for Modern Living with kathy ireland®. “ShoreMaster gives them options they may never have thought possible. It’s a reengineering of functional space to keep your activities at home.”
To view the segment tune in to WE tv as sponsored content on Thursday, January 11, 2018 at 7:30am EST and Bloomberg International on Sunday, January 14, 2018 at 7:00am GMT, 10:00am D.F. and 2:30pm HKT.
This is a repost of a blog previously shared a while ago but is still incredibly relevant. Read on to learn more about adjustable level legs – often called screw legs – and if or when they are applicable for your boat lift or waterfront system.
You may not need them. That’s right, unless your water depth continuously fluctuates throughout your boating season you probably don’t need adjustable leveling legs for your boat lift. Wouldn’t it be a shame to pay for a boat lift that incorporates adjustable leveling legs into the boat lift design, when you don’t have a need for them? Some boat lift manufacturers are incorporating adjustable leveling legs into their boat lift design which forces customers to pay for them, even when they don’t have a need for them.
By incorporating adjustable leveling legs into every boat lift, these manufacturers are also adding to the boat lift owners’ maintenance burden, all for a boat lift accessory that may not be required by the consumer. ShoreMaster offers add-on adjustable leveling legs for their boat lifts, so ShoreMaster boat lift customers aren’t required to pay for, or maintain an accessory that they may not need, and, ShoreMaster’s adjustable leveling legs can be added onto existing ShoreMaster boat lifts, that a win for current and future boat lift customers.
You may not need them as much as you think you will. Even if your lakeshore experiences moderate water depth fluctuation throughout your boating season, you will likely find that you don’t need adjustable leveling legs as much as you think you do. For instance; if your water depth slowly drops by about 12 to 18” over the course of a boating season, you may be able to accommodate for the drop in your lakeshore’s water depth, by simply changing where you position your rack beam for entry and exit. For instance; if your starting water depth is anywhere near 4’, and you are using a vertical boat lift, you will likely be able to overcome an in-season water drop of about 12” simply by lowering your boat lift’s rack (not the entire lift) an additional 12” to allow entry and exit of your boat lift. It’s that simple, there may be no need to adjust the overall height of your boat lift at all. And unless your water depth is different from season to season, you probably will not need to adjust your lift legs after your first install. Why pay for something that will require more maintenance year after year if you really don’t need it?
They are not as adjustable as you might think. Adjustable Leveling Legs for boat lifts provide some conveniences that work well for a few boat lift owners, however it is important to note that consumers should always make sure that the amount of travel in any leg leveling system offered by their boat lift manufacturer is adequate for their seasonal water depth fluctuation. After all, built in boat lift leveling legs will do you no good if they don’t provide an adequate amount of travel.
The Case for Add-On Boat Lift Accessories
It’s pretty difficult to improve on the time-tested design of a boat lift like ShoreMaster’s vertical DVS boat lift. That’s because a boat lift’s design should be simple, extremely durable, and should not burden its owner with constant maintenance and tightening of bolts just to keep it together, and working properly. The evolution of a boat lift should be in its “add-on” accessories designed to meet the needs of specific customers. When you incorporate a boat lift accessory like adjustable leveling legs, into the design of the boat lift, you force the accessory on customers that may not need it, and reduce the boat lift’s overall simplicity.
Along with this reduction in boat lift simplicity comes more potential for problems, more need for maintenance, and less value for the customer. Unless your innovation is something that benefits all of your customers, you are just forcing them to pay for things they will never use.
With ShoreMaster’s Adjustable Boat Lift Screw Legs, you can always add an adjustable leg leveling system as you need it. This way, ShoreMaster ensures that you are not spending your money on a boat lift accessory that you don’t need, and wasting your time maintaining an accessory that you didn’t require in the first place.
ShoreMaster, LLC, the leading manufacturing of premium docks, boat lifts, and accessories in North America, announces that Invision Capital has become a new equity partner.
Invision Capital is a lower middle market private equity firm with over 80 years of investing and operating experience that focuses on partnering with companies with market leading positions, world-class management teams, long-term stability and potential for growth. Robert Castillo, managing director, states, “ShoreMaster holds all our key investment attributes and is an ideal Company for us. We look forward to supporting management in their vision for the next chapter of ShoreMaster.”
Don Hurley, President and CEO of ShoreMaster states, “Invision is an excellent fit for us. I am delighted with this new partnership and believe that it will enhance our relationships with our dealers, employees, and customers. Invision’s approach to strategic investing and its deep knowledge of business lifecycles will drive ShoreMaster’s growth in the North American market for waterfront recreational products.”
ShoreMaster was originally founded in 1972 by Dennis Tuel, Sr. Mr. Tuel was a storied entrepreneur who founded ShoreMaster to bring the first all-aluminum boat lift to market. Mr. Tuel sold ShoreMaster to Otter Tail Corporation in 2002. Otter Tail Corporation, in turn, sold its interest in ShoreMaster to High Street Capital in 2013. The recent sales of High Street’s interest in ShoreMaster to Invision Capital is a clear testament to ShoreMaster’s sustainability and incredible growth potential.
ShoreMaster is a customer-focused, market driven company that manufactures quality products safely and efficiently with great people. ShoreMaster has five brands to meet the needs of any waterfront owner throughout North America. The ShoreMaster brands are ShoreMaster, PolyDock Products, Rhino Marine Systems, Shoreline Industries, and OEM Industries. Don Hurley sees an extremely bright future for ShoreMaster: “We strive to provide our dealers, distributors, and customer with the best solutions to meet their waterfront needs. From Florida to Alaska, and California to Maine, we have a solution. That’s what makes us the best company to do business with. With our new partnership with Invision Capital, we look forward to bringing more to the market as we execute our vision as the premium provider of waterfront equipment in North America.”
For further questions, contact Nathan M. Noland, Chief Financial Officer, ShoreMaster, LLC, 1025 International Drive, Fergus Falls, MN 56537.
ShoreMaster dock systems are different than all other docks on the market in so many ways. One of the most distinct ways is that we offer removable decking and the industry’s most decking options (11 choices to be exact). But when other manufacturers are permanently attaching their decking to the dock frame, why does ShoreMaster utilize removable decking panels.
The first – and probably most important reason – because we can. The strength and stability of our Infinity Dock Systems is built into the dock frames themselves. We don’t have to rely on the decking attachment to provide the systems support. We utilize premium, precision welding, center stringers, and superior truss and rail side construction to ensure that our dock frames will stand up use-after use, season-after-season.
The second reason we feature removable decking is that its easier on our DIY dock system owners. Removable decking means a lightweight system, which makes our dock systems easier to assemble, install and remove. Because of our design and construction we can offer industry-leading strength and stability without all the extra weight of the decking.
Another reason we do it is that removable decking means easier ownership. You can upgrade when you want for a fresh look (at a fraction of the cost of a complete new system). And while you might lose a panel in a nasty Summer storm, its easily replaced (and replacing a panel is better than needing to replace the whole section – isn’t it).
And lastly (more certain not least), removable decking allows for more options. Our dealers are able to easily carry and offer 11 different decking options and 4 models of docks (learn more about individual decking and dock systems). That’s 44 unique setups available. No other dealer network or manufacturer is able to offer that kind of personalized and customized waterfront experience. #yourdockyourway
Gray is in and we’ve got it!
For years, property owners have appreciated the maintenance-free beauty of premium woodgrain aluminum decking from ShoreMaster. Now they can enjoy the same style and performance with our exclusive new gray oak pattern.
In order to discover the perfect color for the outdoors, we went indoors for inspiration – and chose one of today’s most popular colors in interior design. It’s classy, contemporary and the ideal way to lend a modern touch to your waterfront.
The advantages of ShoreMaster woodgrain aluminum decking are found in the details. The secret lies in our painting process. We apply an artistic, non-repeating pattern to every board for a rich, realistic appearance. It’s random, just like Mother Nature herself. We also powder-coat the aluminum, making it durable and maintenance-free – because you want to enjoy your dock and not work on it.
Our aluminum decking is also lighter and stronger than real wood, which makes dock installation easier than ever. Your dock will never rot or warp, giving you a timeless look year after year. Plus, the unique treaded surface provides slip-resistant safety and comfort.
So whether you choose your aluminum woodgrain decking in the new gray oak or our traditional oak, you’ll love its worry-free performance and one-of-a-kind beauty. Design your dream waterfront system with ShoreMaster.
YOUR DOCK. YOUR WAY!
ShoreMaster is excited to announce the launch of our premium dock furniture which offers a truly customized dock experience.
Enjoy your waterfront more from the comfort of your dock system. Our premium furniture are easy to add, remove and adjust for a beautiful look and relaxing atmosphere.
Our NEW premium dock furniture, from Homecrest Outdoor Living, offers you a truly unique dock experience – one that you’d expect from a ShoreMaster system. Available in 5 chair fabric options – with coordinating umbrellas – you get furniture that matches the unique style of our waterfront space.
Our new dock furniture utilizes a model design and versatile Hickory finish. The chairs feature a swivel rock functionality for the ultimate in comfort and relaxation on the dock. The 24″ round table offer an attractive, functional space for drinks, books, and more. While the umbrella (in coordinating fabrics) offers shade on even the hottest Summer days. All pieces feature all-aluminum construction for durability and longevity, and are a part of our QuickConnect line-up meaning easy installation, removable and configuration. Its your dock, make it work for you!
Find a dealer location near you or a boat show
in your area to learn more and experience the ShoreMaster difference for yourself.
It is with incredibly heavy hearts that ShoreMaster mourns the loss of our own Rob Katzenmeyer, Vice-President of Operations, who passed away this past weekend after a hard fought battle with cancer.
Rob was a shining example of what ShoreMaster stands for and of the GREAT PEOPLE that we have as a part of our community. Rob started at ShoreMaster on the front line of operations while in high school. He worked during the Summers at ShoreMaster while in college and returned full-time upon graduation. He worked his way through the management ranks and eventually to the executive position of Vice-President of Operations and board member. He was always about the people, our GREAT PEOPLE, and no one bled more ShoreMaster blue than he.
Beyond ShoreMaster, Rob was a pillar of the community. With two young children he was actively involved in many youth activities, especially the hockey association, and community programs. His passion for the community, for his children and for giving back was respected and admired by all who crossed his path.
Our thoughts and prayers go out to Rob’s wife, children, and family.
Funeral Services will be held at Bethlehem Church in Fergus Falls, MN on Friday, July 22nd (11:00am). Visitation and Prayer Service (5:00-7:0pm) will be held on Thursday, July 21st at Olson’s Funeral Home in Fergus Falls, MN.
ShoreMaster is proud to once again be a sponsor of Midwest Fishing’s School of Fish.
This unique program provides kids – and parents – an amazing opportunity to learn all about fishing, water safety, and lake preservation. In each 3-hour class participants learn about lakes, the fish that live in them, how to tie knots, rig their own fishing line, and much more. Kid’s also learn how to be responsible and safe anglers and sportsmen as well as ways to get involved in fishing and waterfront clubs. In addition to the great fishing tips and tricks that kids will learn, all kids get their own fishing rod and reel, tackle, t-shirt, workbook, and more. Plus, parents are welcome to join to make it a fun activity for the whole family.
Midwest Fishing hosts open-water and ice-fishing classes throughout the year all across the Midwest. For locations and a class schedule visit their website.
All this month we are featuring our QuickConnect accessory system and premium line-up of dock accessories. Our exclusive ShoreMaster QuickConnect accessory system takes the hassle out of customization and allows your dock system to evolve as your needs change. This week we are featuring some of our water-sport accessories like our QC Rack and Fishing Rod Holder – both of which all for easier use and storage of your water-sport accessories so you can spend more time enjoying the water.
Spend more time out on the water and less time getting your equipment down to the water with our QuickConnect storage rack. Store your paddleboard, kayak, canoe, wakeboard and more right on the dock. Our QuickConnect bracket attaches anywhere along the perimeter of the dock so you’ll water-sport toys are already down at the lake for easy access (no more hauling board down the shoreline). The accessory brackets extend out over the water (off the dock) so you aren’t sacrificing any of your valuable dock space either (its a win-win).
Single and double (shown) rack options are available and the versatile design can accommodate nearly any water-sport equipment.
Fishing off the dock can be more relaxing then ever now with the Fishing Rod Holder. Attached the rod holder anywhere along the perimeter of the dock system using the QuickConnect accessory bracket and the slide the rod into the holder. It provides easy access when a fish is on and hand-free fishing while you wait for the next big bite. Pair the fishing rod holder with our furniture or benches for the most comfortable, convenient evening of dock fishing! Now if only we could guarantee a big catch!