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ABOUT US

Delivering The Boating Dream for Over 100 Years

History

As the number of early inboard motors increased, a demand built up for boat mechanics. In 1917 Jim Guterson decided to fill that void and build a shop on Island Lake – one of the Three Lakes / Eagle River Chain of 28 Lakes. Naming his shop “Watercraft Sales,” he offered boat and motor sales and service, as well as gasoline and boat accessories. As a friend of Ole Evinrude, of Evinrude Motors, Guterson carried Evinrudes Outboards as well as Higgins, Dodge Water Cars, Chris Craft Launches, and outboards built by the Rhinelander Boat Co. Watercraft Sales continued to grow and expand under a handful of new owners. Each owner, including Bud Fellows, Dave James, Julian Wachsmuth, and Bill Thiede, added their own touches to the business before selling the company in 1949 to John Lamon, Sr.

Already the oldest Nautique boat dealer in the world, and the first Bennington dealer in the state, John and Noreen continued to bring top brands in the dealership – Sea Ray, Boston Whaler, and the full Tracker Marine Group line-up. Continuing John Sr’s legacy, customer service is always at the fore-front of everything done at Watercraft, leading to many awards including the top Nautique Dealer for 2017 in customer service.

A pilot in the Air Force during WWII, John flew the B-29 Super Fortress over Japan before being shot down and spending time as a P.O.W. Luckily, he was able to survive and return to Chicago and his wife Betty. Looking to move North permanently, John and Betty were happy to have the opportunity to purchase Watercraft Sales.

Under John Sr, Watercraft Sales continued to flourish and expanded into restoring classic cars. It was the personal touch John added – such as showing up to service a customer’s boat in his sea plane – that is most often remembered. John would find any excuse to have an opportunity to fly his plane leading to one of the first mobile services on the Three Lakes Chain and surrounding area.

John and Betty’s children worked along side them at Watercraft Sales from a young age. After John’s son, John Jr, served in the Air Force in the Vietnam War, he returned to Three Lakes with his wife Noreen and worked at Watercraft Sales. Having managed the company since the mid-80s, John Jr and Noreen took over ownership officially in 1990. Sadly, John Sr lost his bout with cancer in the Summer of 1991, leaving a void that his infectious laugh and personality used to fill.

Already the oldest Nautique boat dealer in the world, and the first Bennington dealer in the state, John and Noreen continued to bring top brands in the dealership – Sea Ray, Boston Whaler, and the full Tracker Marine Group line-up. Continuing John Sr’s legacy, customer service is always at the fore-front of everything done at Watercraft, leading to many awards including the top Nautique Dealer for 2017 in customer service.

Watercraft Sales celebrated their 100th anniversary in 2017, and the Lamon family is poised to continue building on past successes. All of John and Noreen’s children have worked or currently work at Watercraft, with their son Ryan currently serving as Vice President, their children Paul and Allison working in sales and rentals, and their daughter Ashley helping whenever she’s home.

To our wonderful TEAM – thank you for your hard work and dedication to our company. To our loyal customers, thank you for your dedication and trusting us to keep you on the water!

We take our motto seriously: “Driving is Believing.” Come drive the best in top-quality boat brands from Nautique, Bennington, Sun Tracker, Tracker, Regency, Nitro, Boston Whaler, Sea Ray, and Tahoe. We love it when you drive it!

WATERCRAFT SALES INC. ACHIEVES FIVE STAR
MARINE INDUSTRY CERTIFIED STATUS

Dealership provides exceptional sales and service experience for consumers as a participant in the Marine Industry Certified Dealership Program

Three Lakes, April 30, 2020– Watercraft Sales of Three lakes, WI. recently completed the highest tier of the Marine Industry Certified Dealership (MICD) Program. As a Five Star MICD, Watercraft Sales has demonstrated a commitment to delivering an exceptional boat-buying experience to consumers at the retail level.

“Our dealership is 103 years old and has been family owned for 60 years,” says Ryan Lamon, Vice President at Watercraft Sales. “We are continually looking to improve and to provide excellent customer service. Going through the process of becoming an MRAA Certified Dealer gives us the latest and greatest “Best Practices” in the marine industry to ensure that.”

Achieving Five Star MICD status is a significant accomplishment, as Watercraft Sales had to meet a stringent set of industry standards designed to create continuous improvement across all dealership departments and develop measurable processes and procedures that consistently exceed customer expectations.

Founded in 2005 through a cooperative effort among boat dealers, manufacturers and engine builders, the MICD Program sets standards for all U.S. and Canadian marine dealers to strive for when it comes to customer service; sales, service and follow-up processes; human resources and employee training; and facility upkeep. The program is comprised of three steps, each of which is earned based on meeting a specific set of criteria comprised of 10 individual standards. Program compliance requires evaluation by an independent, third-party consultant and participating dealerships retain their Certified status for two years — after which time they are reevaluated and recertified.

Certification also includes a commitment by Watercraft Sales to adhere to a “Consumer Commitment.” This document, prominently posted inside the dealership, lets customers know what to expect when they patronize Watercraft Sales and outlines how they will be treated from the moment they walk in the front door to the time they exit — before, during and long after a sale is finalized.

OUR STAFF

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John Lamon Jr President

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Ryan Lamon Vice President

Ryan has been working at Watercraft Sales since he was 12 years old working in almost every department over the years. "My wife Katie and I have 2 kids who love boating as much as we do! As a long-time barefoot and show water skier; I love using my passion and expertise to help ensure our customers make the best possible choice when purchasing a boat."

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Renee Kane Office Manager

Renee has worked at Watercraft Sales for 20 years. She lives in Three Lakes with her husband. She enjoys spending time at the Three Lakes dog park with her dogs, Kayaking on the Three Lakes chain, dining, shopping locally, and spending time with her family.

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Katie Lamon Rigging and Warranty Coordinator

Katie grew up in the UP of Michigan and is a Yooper at heart. She and her husband Ryan live in Three Lakes with their two kids. She spends her free time driving the boat for Ryan while he barefoot water skis.

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Paul Lamon Parts Department

Paul has worked at Watercraft on and off most of his life but has been here for 3 years now. Paul is married to his wife Julie and they have 2 children Ian and Grayce. Paul has served in the Military and is a Veteran.

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Tyler Landrus Parts Manager

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Chris Fritschler Sales Associate

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Ryan Grant Shrink Wrap/Boat Detail

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Allen Webber Rigging Manager/Technician

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Jackie Waldorf Accounts Payable

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Carlie Roth Customer Service

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Watercraft Staff Service Department

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Sean Dennis Technician

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Michelle Koester Office Assistant

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Nick Balge Technician

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Nathan Linton Technician

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Josh Cudahy Technician

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John Maskewit Jr. Porter

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Dane Ratliff Fleet Manager

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Anthony Zent Porter

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Jake Schumacker Porter

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Noah Linton Porter/Rental/Shrink Wrap

TESTIMONIALS