ShoreMaster Brands to be Featured on Modern Living with kathy ireland®

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.

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.


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.



ShoreMaster Welcomes Hayward Bait & Bottle Shoppe as New Dealer

Hayward Bait & Bottle Shoppe ShoreMasterWhen it comes to replenishing your supplies for the weekend, or even for a lifetime on the lake, most people prefer the convenience of a “one stop shop”. Just off of Highway 63 in Hayward Wisconsin you’ll find an excellent example of one stop shopping. Hayward bait and tackle offers recreational boaters, fishermen, and waterfront property owners the full Northern Wisconsin experience, from their complete supply of bait and tackle, including their own farm raised bait direct from their 2300 square foot bait hatchery, Hayward Bait & Bottle Shoppe Hatchery_2 ShoreMasterto their full service Bottle Shoppe featuring a full selection of liquor, to their recently added premium ShoreMaster docks, boat lifts and accessories. Hayward Bait & Bottle Shoppe truly embraces all things waterfront in Northern Wisconsin.


The recent addition of ShoreMaster’s premium waterfront equipment makes Hayward Bait & Bottle Shoppe a destination for customers from Reed Lake, Mud Lake, Callahan Lake, Round Lake, Crane Lake, and Rice Lake and beyond. Now, lakeshore property owners looking for docks and lifts near Hayward, WI can find premium ShoreMaster docks and Lifts with the excellent customer service and friendly attitude that Hayward Bait & Bottle Shoppe has been known to consistently provide for over 50 years.
Hayward Bait & Bottle Shoppe recently completed an onsite training session with their ShoreMaster Sales Manager, Aaron Nyhus, which focused on product features and benefits training, assembly and installation, and a focus on the retail aspect of marketing a premium brand of waterfront equipment like ShoreMaster.
Hayward Bait & Bottle Shoppe ShoreMaster RS4 in officeOn Saturday, May 10th, Hayward Bait & Bottle Shoppe held an open house, and from everyone at ShoreMaster, we’d like to congratulate them on the sale of their first dock system!
For more information on Hayward Bait & Bottle Shoppe, please check out their website at

ShoreMaster Hosts Tri-State Manufacturers Association Meeting

Tri-State Manufacturers Association Memeber ShoreMasterAs a member of the Tri-State Manufacturers Association (TSMA), ShoreMaster is proud to show off our industry leading facilities, equipment, people and products. On Tuesday, May 6th, ShoreMaster hosted a tour with the Tri-State Manufacturers Association as part of the association’s monthly meeting. The tour focused on ShoreMaster’s main plant, and was an opportunity for the association’s members to network with each other and with ShoreMaster’s executive and management teams, view ShoreMaster’s industry leading facilities, operations, and to discuss the challenges and opportunities facing manufacturers today. The Tri-State Manufacturers Association may host another tour as part the association’s monthly meetings and will likely focus on ShoreMaster’s Rotational molding facilities.

Following the tour, Tri-State Manufacturing members attended an event featuring guest speaker Jennifer Byers, Minnesota Chamber of Commerce, with topics including an overview of the important issues facing Minnesota manufacturers in the 2014 Legislative Session.

TSMA members noted that the ShoreMaster tour was one of the primary reasons for attending the meeting, along with the guest speaker event and the networking opportunities that the TSMA monthly meetings present.

The Tri-State Manufacturers’ Association (TSMA) is a membership-based organization serving manufacturers and related industries in west central Minnesota and eastern North and South Dakota.

When It Comes to Satisfying In-Season Dealer and Customer Demand, ShoreMaster Thinks Bigger

When It Comes to Satisfying In-Season Demand, We Think Bigger

ShoreMaster Floor Plan FinancingShoreMaster’s Floor Plan Finance program means your authorized ShoreMaster dealer will always have the right amount of inventory in stock, at the right time so you’ll always be able to count on them to deliver the right ShoreMaster product when you need it.

No other waterfront equipment manufacturer offers a floor plan finance program that benefits its dealers and it’s users like ShoreMaster. Dealers get the benefit of flooring the right mix of products at the right times to satisfy their historic and forecasted inventory levels which translates to less waiting time and faster transaction times for customers looking to purchase a new, premium ShoreMaster dock or boat lift. ShoreMaster’s floor plan financing also means that dealers are able to stock a wider selection of ShoreMaster product options which is great news for the customer, because there is less potential that the customer will have to wait for the dealer’s next shipment from the factory to get the exact dock or boat lift with the exact options that they want. If, for some reason, your ShoreMaster dealer doesn’t have your exact model, or style of dock or boat lift in stock, you can always count on ShoreMaster to maintain appropriate levels of inventory at the factory. This means that even in-season, or late in the season, ShoreMaster can get your dealer exactly what you need quickly, even when other dock and boat lift manufacturers have stopped producing waterfront equipment for the summer.

ShoreMaster’s floor plan financing option for dealers is just another reason to trust ShoreMaster, because when it comes to satisfying in-season demand for dealers and customers, We Think Bigger.

Why Premium Boat Dealers Should Add ShoreMaster Docks and Lifts to Spur Dealership Growth

Lake Region Repair, Inc. National Capital Boat ShowA logical consideration for growth-minded marine dealerships looking to grow their revenue or expand their business is deciding whether or not to add another boat brand to their existing product mix. The decision to add a new boat brand to the existing product mix is one that marine dealerships do not take lightly; considerations need to be made at every level of the decision process from space requirements; both on the lot and in the show room, to marketing impact, sales training, advertising, promotions, to market perception, accounting integration and more. Adding another boat brand may have some merit for a marine dealership that is currently offering top-of-the-line boat brands, yet feels they might be missing out on some of the mid-level, or entry level recreational boating customers that their competitors are currently capturing. However, the biggest difficulty that these high quality boat dealerships need to overcome is that of perception. When a market recognized premium marine dealership makes the decision to take on an entry-level boat brand, what happens to that dealership’s premium status in the eyes of their boating customers and prospects? The answer is purely speculation, and will vary from dealership to dealership. One way that some premium marine dealerships have been able to increase dealership sales without diluting sales of their existing boat brands, and without risking their dealership’s premium status in the eyes of their respective geographic markets, is by adding a premium side-line brand that is closely associated with recreational boating, but not a direct part of it. ShoreMaster’s premium line of docks and boat lifts, and their related accessories fit this persona nicely. It’s no secret that ShoreMaster offers the best business opportunity in the marine industry by providing it’s dealers with access to the most comprehensive floor plan arrangement, the best customer service, training, and some of the highest quality products in the dock and lift industry.

ShoreMaster Offers Floor Plan Financing For Docks and Boat Lifts

“ShoreMaster essentially invented the floor plan program for the waterfront equipment industry back in 1985”

The best boat and marine dealerships are well versed in how dealer floor plan programs can work to help grow their business by ensuring that the dealership always has the right products in stock, and on the show floor at the right time. When managed properly, floor plan programs help marine dealerships manage their cash flow and grow their sales. ShoreMaster essentially invented the floor plan program for the waterfront equipment industry back in 1985, and today ShoreMaster continues to offer extremely competitive, and perhaps the only floor plan programs in the industry. ShoreMaster’s floor plan programs help our dealers grow their business, manage their cash flow, and make it extremely easy to have the right product mix on the showroom floor at the right time. ShoreMaster offers multiple discount structures and payment terms so that dealers can match their business needs with the right ShoreMaster dealer program.

ShoreMaster Customer Service Is Regarded As Industry Best

“Providing a premium experience for our dealers and consumers is critical to the success of ShoreMaster and its dealer network and is one of the reasons that we invest so heavily in both the human and technological aspects of customer service.”

To some dock and lift manufacturers, an investment in customer service means adding a part-time, temporary employee for a couple of months, in-season, to handle the increased call volume of their potentially unsatisfied customers. ShoreMaster, on the other hand, has consistently invested in both the human aspect, and the technological aspects of customer service through the retention of long-time employees in customer service, sales, and operations, and by implementing technological upgrades in telephony, software, and business intelligence. ShoreMaster’s investments in the human aspects of customer service mean that ShoreMaster’s dealers benefit from close contact with industry veterans within ShoreMaster’s call center. ShoreMaster’s investments in the technological aspects of customer service now allow a ShoreMaster Customer Service Agent to literally bring together a consumer prospect, and a local dealer to find the best ShoreMaster product for the consumer’s needs. This simple, yet sophisticated process improves the consumer experience with the ShoreMaster brand, and leads to more sales for ShoreMaster’s dealers. Not many dock and lift manufacturers have the capability, or the desire to be such an integral part of their dealer network’s success as ShoreMaster does. ShoreMaster is also in the process of further expanding its call center hours to further bolster services to its nationwide dealer network, and truly set the customer service expectations for the rest of the waterfront equipment industry. ShoreMaster’s expanded call center hours, ensure that a veteran call center staff member is available to assist our dealers from 7am to 6pm central time, Monday through Friday, and from 8am to 3pm on Saturdays, during the busy months of spring and summer. The additional Saturday coverage is to ensure that ShoreMaster dealers have access to a ShoreMaster representative on Saturday’s; a day in which nearly every ShoreMaster dealer remains open during the busy summer months. Providing a premium experience for our dealers and consumers is critical to the success of ShoreMaster and its dealer network and is one of the reasons that we invest so heavily in both the human and technological aspects of customer service. It’s no coincidence that customer service scores are incredibly high across all of the top 100 Marine Dealerships year after year, marine customers expect a high level of customer service from premium dealerships, and ShoreMaster fits that expectation very well. The addition of the ShoreMaster brand, and the high level of customer service that ShoreMaster provides to its dealers and it’s end users make ShoreMaster a perfect fit for premium marine dealerships looking to improve their bottom line and grow their business without sacrificing a high level of service by partnering with a dock and lift company other than ShoreMaster.

ShoreMaster Provides High Level Dealer Training

ShoreMaster offers the highest level of training in the waterfront equipment industry. Every year, ShoreMaster brings its dealers together for a comprehensive ShoreMaster University (or SMU for short) for an unparalleled level of training on everything from the best dock and lift sales practices, to distributor prospecting methods, to side-by-side competitive product comparisons, dealer awards, factory tours, and more. ShoreMaster is one of very few dock and lift companies that invest so heavily in the success of its dealer network. Then again, there are very few dock and lift companies that are as loyal to their dealer network as ShoreMaster. ShoreMaster helps to grow each dealer and distributor in its dealer network by offering unmatched, relevant and insightful training that positions each dealer for growth in the areas that they serve.

ShoreMaster Offers Only The Highest Quality Products

“Premium boat dealerships do not need to compromise on the positioning of their own brand to add revenue through the sales of docks, boat lifts”

ShoreMaster Vertical LiftIf there is one thing that most dock and lift manufacturers are not known for, it is premium product positioning. This is primarily due to the fact that most dock and lift manufacturers are mom-and pop type outfits that operate literally out of their garage or shop selling products directly to consumers and dealers, at the same time, while managing a temporary and revolving door workforce, with little-to-no sales, marketing, or customer service capabilities. ShoreMaster was founded on the principles of high-quality products and services, and ShoreMaster carries those principles today, and into the future. The addition of the ShoreMaster brand, and the high quality products that ShoreMaster provides to its dealers mean that premium boat dealerships do not need to compromise on the positioning of their own brand to add revenue through the sales of docks, boat lifts, and their related accessories.

 ShoreMaster Sales Team Is Professional and Consultative

ShoreMaster’s sales team is prepared to help you manage your dealership’s growth potential by sitting down with you to understand your business, your customers, your market, and your personal goals in both the short-term and the long-term. No other dock and lift manufacturer provides such quick and easy access to their customer service and sales team than ShoreMaster. Take one look at any other dock and lift brand and compare the difference in the accessibility of their sales and customer service team, and you’ll quickly see the ShoreMaster difference. We make it incredibly easy for you to find and contact our sales and customer service representatives, and they’ll make it easy for you to schedule an appointment with them so they can find out what your business is all about. If you determine that ShoreMaster fits within your dealership’s growth plans, we make it incredibly easy to understand our dealer and distributor programs, co-op marketing plans, place your first order, and more. Then, we’ll continue to follow up with you as you gain confidence and grow your business. In short, the ShoreMaster process that steps you through becoming a dealer is more informative and exploratory as you move through each step, and you’ll never feel rushed or pushed into becoming a dealer. We seek out partnerships that will be mutually beneficial in the long-term and we value quality over quantity, because our customers expect it from us. You’ll appreciate our consultative approach to selling as your business begins to grow and expand, and you’ll really like our industry best approach to dealer programs, customer service, training, and quality products.

Please feel free to schedule an appointment at any time with one of our Territory Sales Managers if you would like more information on whether or not your market, or your business, could benefit from the growth potential of becoming a ShoreMaster dealer or distributor. You can also fill out our contact form on the Become A ShoreMaster Dealer page.