Posted on August 25, 2022



Written by ShoreMaster Marketing

Fergus Falls, Minnesota – Waterfront Brands (“Waterfront” or the “Company”) announced today that Don Hurley, President and Chief Executive Officer (CEO), plans to retire at the end of the 2022 season. Hurley will continue to serve the Company as a member of the Board of Managers (Board) and in an advisory role. The Board appointed Corey Duke to succeed Hurley as CEO. Duke currently serves as Chief Commercial Officer (CCO) and Executive Vice President (EVP).


"On behalf of the Board, the management team, and Waterfront employees, we want to thank Don for his leadership and impact within the organization," said Joe Machado, Chairman of the Board. "A steadfast and strategic leader, Don has guided Waterfront since 2011. During his tenure, he played a significant role in the growth and development of Waterfront and in unifying three of the industry’s premier brands into the comprehensive portfolio that exists today.”


Hurley has served in various sales and leadership roles throughout his time with the Company. Under his leadership, Waterfront quickly established a strategic direction focused on market awareness and harnessing the organization's effective, high-quality operations, and strong workforce. During his tenure, Hurley has guided the organization through several reinventions, mergers, and challenges while maintaining profitable growth and expansion. He moves into his new role with the organization in solid financial standing and with systems and infrastructure that the leadership team can leverage to grow the comprehensive portfolio of products.


"It has been a privilege to lead this organization and team.  I am extremely proud of what the Waterfront team has accomplished together. We have faced challenges and adversity, yet through it all, we continued to grow and prosper.”  said Hurley. "Our goal was, and continues to be, building an organization that serves our customers for generations to come. The organization and the senior leadership team have laid out a vision for the Company that will continue to guide Waterfront. I could not be more excited about what’s next for this remarkable organization."


Waterfront’s Board has named Corey Duke as CEO successor. Duke is an accomplished marine industry veteran with an exceptional track record of success. He joined the Waterfront leadership team in February 2022, as CCO and EVP, focusing on commercial and operational activities.


Duke brings more than 15 years of experience managing strategy, sales, product development, and operations for leading marine and watercraft brands. His experience includes time at Brunswick Boat Group, where he most recently served as General Manager for the Bayliner and HeyDay boat brands.


"Corey’s experience and personal style equip him extremely well for this role and positions Waterfront for the next phase of growth,” said Hurley. " He is well-respected across the industry and embodies the Company's core values. I am excited about our future and the successes we will continue to appreciate under Corey’s leadership."


"I want to thank Don for his distinguished leadership at Waterfront. Don has a legacy that will continue to positively impact the Company, its team members, and our customers for years to come,” said Duke. “I also want to thank the Board for its confidence in me as I step into this role. I am honored and excited to have the opportunity to work with our talented and experienced leadership team, as well as the employees and customers across our organization to advance Waterfront’s growth strategy."




About Waterfront Brands:

Waterfront Brands is the premier manufacturer of waterfront equipment and accessories in North America, with offices in Fergus Falls, MN, Claremore, OK, and Fort Lauderdale, FL. The Company has distribution facilities located in California, Oklahoma, Texas, Tennessee, Florida, and a dealer network to supply and support its customers. The Company’s flagship brands include ShoreMaster, HydroHoist, and Neptune Boat Lifts; additional brands include Rhino Marine Systems, PolyDock Products, ShoreMaster Fabrics, RotoMold USA, and HyPower. To learn more, visit