TOP 100 EDITOR’ S CHOICE
BOATING INDUSTRY MANAGING EDITOR, MADELYN HUBBARD
GEORGIA, SOUTH CAROLINA AND TENNESSEE
Founded in 1999, WaterSports Central operates six locations across Georgia, South Carolina and Tennessee. Today, with about 51 full-time employees and a diverse lineup of brands, WaterSports Central stands out among the 2025 Top Dealers. The dealership is dialed in on growth, service excellence and a culture of connection with both its employees and communities.
WaterSports Central’ s locations are surrounded by lakes, and two operate directly at marinas. The company’ s Buford, Georgia, headquarters near Lake Lanier serves as its flagship sales and service hub.
“ In 2024, WaterSports Central focused on initiatives that strengthened operations, expanded our footprint, improved employee engagement and reinforced our presence in the communities we serve,” said Frank Matcha, business development and marketing director of WaterSports Central.“ These efforts delivered measurable results in efficiency, customer satisfaction and financial performance while positioning us for long-term growth.”
Strengthening operations, the dealership placed an emphasis on improving service efficiency by expanding its Group Efficiency Bonus program. By aligning technicians, service writers and parts teams around shared performance goals, the dealership raised technician efficiency, even while onboarding new brands and employees.
“ The result was faster service turnaround times, higher customer satisfaction and a stronger culture of accountability in our service departments,” Matcha said.
Upgrades to networking infrastructure, cybersecurity and service automation also reduced downtime by as much as 25 % in certain areas. Likewise, financial discipline remained a priority, with floorplan financing diversified across multiple companies to reduce costs tied to aging inventory and improve overall cash flow.
WaterSports Central also enhanced its employee satisfaction efforts. Expanded training programs, career tracking, goal-setting, financial literacy training and manufacturer-led education were introduced. Overall, morale and retention improved. Technicians are supported through efficiency-based bonuses, tool allowances, demo boat access and incentives tied to workmanship and professionalism.
“ We are investing in enriching our employees’ lives by expanding training programs, career development opportunities, and benefits – ensuring our staff has the resources to grow both personally and professionally,” Matcha said.
All the while, the dealership has seen steady expansion. In recent years, WaterSports Central has invested in facility renovations, expanded showroom and storage capacity, and acquired additional land. Its latest acquisition was its Seneca, South Carolina, location at the beginning of 2025.
“ We added our Chattanooga, Tennessee, dealership, expanding our reach into a new state and market along the Tennessee River and Chickamauga Lake,” Matcha added.“ We also rolled out Wake United Pro Shops across all stores, giving customers access to the latest watersports gear while strengthening our in-store retail presence.”
The dealership also expanded its product portfolio by adding Centurion, Supreme, Tahoe and Regal.
The customer experience remains central to the dealership’ s strategy as the group grows. WaterSports Central proactively communicates with customers via texting platforms, email and phone calls. Weekly internal meetings keep staff informed and prepared and manager inspections help ensure customer expectations are met.
“ WaterSports Central’ s strategy for customer service centers on proactive communication, consistent follow-up and a culture of accountability across all departments. We recognize that exceptional customer experiences come from both process and people, and we have built systems to ensure both are aligned.”
Marketing efforts evolved in 2024, shifting toward culture-driven awareness and local engagement. Surf Nights, grassroots competitions and community partnerships replaced broader, less targeted events, creating deeper connections with its community.
“ While we streamlined certain events such as Open Houses, we enhanced programming that better connected with our core boating lifestyle customers,” Matcha explained.“ This included the introduction of free Surf Nights and localized promotions at several stores, which brought together customers, families and local lake communities in a more experiential way.”
As it steadily grows, streamlines operations and invests in a culture rooted in service and community, WaterSports Central continues to separate itself from other dealerships.
“ WaterSports Central is defined by passion, expertise and an unwavering commitment to customer experience,” Matcha said.“ In 2024, we elevated our focus on branding, awareness and culture – investing in our employees internally while connecting with our communities externally through Surf Nights, grassroots competitions and authentic local partnerships.
“ We are more than a dealership,” he continued.“ We are a hub for boating culture. By embracing challenges, fostering innovation and prioritizing relationships over transactions, WaterSports Central has built a legacy of excellence that secures our place among the Top 100 Dealers.”
26 february 2026
www. boatingindustry. com