“ In order to provide exceptional customer service, our primary objective is to under-promise and over deliver – exceed expectations,” Frazier said.
Gage is also deeply embedded in Wisconsin. Leadership serves on tourism boards, chambers of commerce, historical societies, economic development alliances and charity boards.
“ We continue to make choices with stewardship and community in mind, knowing that our goals can’ t be reached without a future-facing mentality,” Frazier explained.“ 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. As we expand into new communities, new lakes and new boat brands, we keep our tag line front and center – Lake Life Begins With Gage.”
In 2024, Gage refreshed its marketing strategy by partnering with a new agency and designing and launching a new website. The team continued this push throughout 2025, significantly increasing video and content production on YouTube and social media platforms. The dealership also builds its strong market presence through participation in countless events, from open houses and fundraisers to safety training sessions and boat shows.
Just as important, Gage invests heavily in its people.
With 76 full-time employees, the company offers benefits, internal and external training and tuition reimbursement, all designed to grow the next generation of leaders. From milestone anniversaries that stretch into five decades, to the Bernie Hackbarth Award honoring dedication, employees know they matter.
“ As we grow, we are still looking toward constant improvement and efficiency, including making more data-driven decisions, using new technology and innovations like AI to work smarter, not harder, and expanding our network of partners and vendors to always be working with the smartest and best we can find,” Frazier said.
To be named Dealer of the Year in 2025 isn’ t just recognition of a strong year, it’ s recognition of a standard consistently met year after year. Frazier quoted Vince Lombardi:“ Perfection is not attainable, but if we chase perfection, we can catch excellence.”
www. boatingindustry. com february 2026
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