BEST SERVICE
LAKE GENEVA, WISCONSIN
Jerry’ s Majestic Marine was founded in 1984 and operates today with 39 employees across three locations in Lake Geneva, Wisconsin. The dealership is focused on exceptional service to earn customer loyalty, repeat purchases and profitability.
Jerry’ s service and storage facilities include 14 storage buildings totaling more than 300,000 square feet across 28 acres. Boats are stored on concrete floors, and three custom-designed multi-level rack buildings maximize space and protect boats ranging from 20 to 46 feet.
A 16,000-square-foot building is dedicated to administrative and service operations, while an additional 8,000-square-foot overflow shop supports peak spring service and fall winterization.
In 2024, Jerry’ s began prioritizing service and indoor storage.“ We realize that a downturn is inevitable, and service sells the second and third boats to existing customers,” said Mark Oglesby, General Manager. That commitment was reinforced with the addition of General Manager of Service Frank Stoeber. A 50-year industry veteran, Stoeber has worked for Mercury Marine and Regal Boats, and is a college professor teaching marine mechanics.
In 2024, Jerry’ s achieved 100 % CSI scores for both Regal Boats and Grady White, and earned the 2024 Worldwide No. 1 CSI Award from Regal Marine.
Operational discipline was a key driver of that success. Jerry’ s tracks technician efficiency using Lightspeed EVO and technician stat reporting. Every technician is equipped with an iPad and laptop, clocking in and out of each job in real time. Even non-billable tasks are tracked through internal repair orders to maintain full visibility.
“ The service manager monitors inefficiencies and continuously works toward improving department performance,” Oglesby said.“ Technician time tracking ensures profitability and accountability, and the team values the insights and culture of collective improvement at Jerry’ s.”
Over the past three years, these systems, combined with an efficiency-based bonus structure, have more than doubled collectable efficiency, transforming service into a consistent profit center. In 2024, service accounted for 30 % of total dealership revenue.
Technicians are compensated with hourly pay plus performancebased bonuses tied to billable labor, encouraging efficiency without sacrificing quality. Team performance is tracked publicly within the shop, fostering transparency and a culture of collective improvement.
Equally important is Jerry’ s approach to scheduling and customer communication. All service interactions flow through a structured process that ensures clarity, consistency and proactive follow-up. During peak summer months, Jerry’ s is the only dealership on the lake that offers guaranteed same-day service for storage customers.
After a new boat sale, the general manager calls within seven days, service follows up at 14 days and the salesperson checks in at 30 days. After a sale or service, customers receive a phone call and an email to confirm satisfaction. They are encouraged to submit a CSI survey and online reviews.“ Fixing boats right the first time is our top priority, and we emphasize the importance of completing CSI surveys,” Oglesby said.
“ This year, more new customers than ever have mentioned choosing us because of the great reviews they found online,” he continued.“ We ' ve learned that excellent customer service leads to happy customers, positive reviews and more walk-ins, which we aim to turn into new boat buyers.”
Employee training further excels the dealership’ s service department.“ We dedicate significant time and effort to external training with Mercury, Yamaha, Volvo, Regal, and Grady White,” Oglesby added.“ All technicians are required to complete two external training sessions per year. Although having them out of the shop for 9 to 10 days impacts our efficiency, the investment is absolutely worthwhile.”
Additionally, the service general manager and in-house trainer lead hands-on and classroom training for junior technicians, followed by tests to ensure comprehension.“ Internal training is deeply ingrained in our culture, and Frank ' s mentorship helps young technicians advance their careers and increase their earnings,” Oglesby said.
Recognition is also woven into the culture. Each week, an“ Employee of the Week” is celebrated based on employee votes. They receive a gift card and their work is recognized.
Ultimately, Jerry’ s Majestic Marine stands apart because of its unwavering focus on service excellence. With 24 / 7 emergency mechanical support, same-day service guarantees, industry-leading CSI performance and a team committed to treating every boat as if it were their own, Jerry’ s sets the standard.“ At the core of Jerry ' s Majestic Marine is our passion for service, treating your boat with the same care and attention as if it were our own,” Oglesby said.
www. boatingindustry. com february 2026
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