TOP 100 DEALER OF THE YEAR
At its core, Gage understands that selling a boat isn’ t the end goal. Creating lifelong lake memories is.
That philosophy shows up everywhere. It’ s in the way a new boat delivery is handled – never rushed or transactional, but deliberate, personal and celebratory. Every customer is walked bow to stern, trained on the water, invited back for lessons and truly welcomed into the Gage family. For Gage, the delivery never really ends.
“ Even when individuals purchase from other dealers, our lakefront staff will deliver or train on any type of boat,” Frazier added.
It’ s no surprise that customer satisfaction scores across brands like Chris-Craft, MasterCraft, Boston Whaler, Barletta and Monterey sit at or near 100 %.
With dealerships, marinas, storage facilities, retail stores, a destination restaurant, a catering company and a historic cruise line, Gage operates a complex business model. Instead of diluting the brand, this diversification strengthens it. The businesses support each other, creating a unique“ Gage Lake Life” experience.
We give back, we help our customers, we treat colleagues like family and we always remember that the lake is our company ' s anchor and highlight.
A customer might discover Gage through a private charter, while shopping for Lake Life apparel downtown or enjoying live music at PIER 290.
And the business only continues to grow. In 2024 and 2025, new locations were opened in Fontana and Green Lake. After acquiring a dealership in Minocqua, the facility underwent expansion and improvements, with additional staff added to support the business.“ We remodeled our Delavan dealership to include a Marketing Suite and conference room, we are building a new 12,000 square foot service building at [ the ] location and we’ ve continued to grow sales and revenue year over year. We are in it to win it,” Frazier said.
Behind the scenes, Gage lives by the mantra“ what gets measured gets managed.” Technicians are supported with technology, rewarded for productivity and mentorship, and evaluated using transparent performance metrics. In 2024, the company increased efficiency, proficiency and productivity by double digits.
12 february 2026 www. boatingindustry. com