ShoreMaster is a​ customer-focused, market driven company 
manufacturing quality products safely and efficiently with GREAT people.


Customer Focused from the Beginning

ShoreMaster's humble beginning started in Carlos, MN by Dennis Tuel, Sr – who knew there was a better way to build a boat lift. A lift that was easier to install and built to last longer. A lift that helped waterfront owners make the most of their time on the water. This is still our purpose today – to make the most of your waterfront. While our line-up has expanded over the years, our passion for building quality systems with the user in mind hasn’t changed. Attention to every detail, every component, and superior welded craftsmanship make a ShoreMaster system the envy of the lake.

In 2019, ShoreMaster and HydroHoist merged to integrate their shared expertise and product offerings into the most diverse suite of waterfront equipment. With the acquisition of Neptune Boat Lifts in 2020, and its addition of salt-water applicable boat lifts, three flagship brands were vertically integrated to form Waterfront Brands. Waterfront Brands is the premier manufacturer of waterfront equipment in North America, with offices and manufacturing facilities in Fergus Falls, Minn., Claremore & Verdigris, Okla., and Fort Lauderdale, Flor. Collectively, Waterfront Brands offers the most comprehensive suite of waterfront products, for both fresh- and salt-water, in North America. Together, under the Waterfront Brands umbrella, we will draw on decades of experience from our teams to continue to provide the industry’s highest quality products and unparalleled service and support.

ShoreMaster Historical Photo

GREAT PEOPLE, Superior Service


ShoreMaster was founded in the heart of lakes country and it’s still where we call home. Lake life and waterfronts are just part of our DNA. So is a dedication to quality, performance, and support. Our GREAT PEOPLE (yes, we always capitalize that – it’s that important to us) work every day to ensure that our owners have the very best waterfront experience on that lake. But it’s not just us –it’s our dealers too. We have the best dealer network in the industry (and we work hard to make sure it stays that way). Our dealers know the product, they know their lakes and they service their customers. 

We are always looking for good people with amazing talent to help us carry on our long tradition of building the best waterfront equipment anywhere. It takes the best fabricators, designers, welders, assemblers, sales people, and marketers to lead our industry. While these things are all learned skills, it also takes just a bit more to make ShoreMaster so successful. It also takes a world class personality and genuine niceness. If this is you, a career with ShoreMaster may be a perfect fit – explore our current career opportunities to join the team.

ShoreMaster Employee Photos