TOP 100 EDITOR’ S CHOICE
BOATING INDUSTRY TOP 100 PROGRAM DIRECTOR, ADAM QUANDT
WATERFORD, MICHIGAN
A family-owned operation with three locations just outside of Detroit metro, Michigan’ s Club Royale Sales & Service Inc. prides itself on providing the ultimate customer experience for those looking to escape to the water with family and friends.
“ At Club Royale, we believe that a great customer experience benefits not only our company, but also the premium brands we proudly represent,” Club Royale Owner Robert Davis said.“ Our sales and service teams are the frontline of this commitment, empowered to ensure every customer feels supported, informed and valued.”
The businesses headquarters in Waterford, Mich. welcomes customers with the opportunity to explore an expansive 33,000-square-foot showroom, which is home to the latest and greatest in marine sales and accessories. In addition to the showroom, this location also houses a six-bay service department, administrative offices, pro shop, outdoor storage yard and a 27,000-square-foot, heated storage building. Located adjacent to the headquarters, Club Royale boasts a seven-acre outdoor storage area.
Nestled on the shores of Cass Lake is Club Royale’ s seasonal gem of a marina and dry dock service, featuring three spacious buildings with 38,000 square feet of storage, 98 in-water slips and 150 dry dock slips. Onsite, customers can enjoy a park-like setting with picnic tables, gas dock and an office / pro shop.
Rounding out Club Royale’ s locations is a marina on Elizabeth Lake, which offers a 12,000 square foot storage building, outdoor storage, 88 in-water slips, office / pro shop, restrooms and a gas pump. Located on the picturesque shoreline of Elizabeth Lake, the marina features a private beach, playground and half-court basketball area for recreational enjoyment.
It’ s also at the Elizabeth Lake location that Club Royale brings boater and watersports education to a new level with its Wakeboard Clinic. This specialized educational center offers customers new and old the opportunity to get hands-on instruction and experience on a multitude of watersports activities, creating safer, more confident boaters and enthusiasts.
Over the last year, Club Royale has had its sights set on expansion, including a strategic move to become the exclusive dealer in the area for Malibu and Axis boats, which Davis said brought a fresh energy to the showroom, as well as expanded opportunities for the dealership’ s customers. In addition to growing its brands offered, Club Royale also broke ground on a second
35,500-square-foot, heated storage building at its showroom location, which upon completion will double the organization’ s heated storage capacity and introduce 12 new service bays, allowing the business to serve more customers with greater efficiency and care.
As Club Royale grows in its offerings and physical footprint, the dealership has renewed its focus on strategic team expansion across various departments including marketing, F & I, sales and service. And with expansion, Club Royale continues to place an important emphasis on continued education for its team, with the ultimate goal of elevating the overall customer experience, while still growing the customer base.
“ We believe that ongoing education is key to delivering exceptional service and staying ahead in the boating industry,” Davis said.“ Each year, we proudly invest in training opportunities across all departments to ensure our team remains knowledgeable, skilled and ready to serve.”
With more than three decades of industry experience, the team at Club Royale takes the time every year to understand both its strengths and its weaknesses and continuously sets its intentions to learn and grow from each. And the results every year show that Club Royale leaves no stones unturned in their mission to be the best, from customer experience to service efficiency and everything in between.
“ Our strengths allow us to stand out in a competitive market and we’ re proud to continue serving our customers with the dedication and heart that only a family business can provide,” Davis said.
24 february 2026
www. boatingindustry. com