Walstrom Marine, a family-founded dealership with deep roots in Michigan’s boating culture, is positioning itself for the next chapter after nearly eight decades serving Great Lakes boaters. Founded in 1946 in Harbor Springs, Mich., when Ward Walstrom and Paul Griffeth purchased Melching Garage & Boat Works, the company has grown into a seven-location operation spanning Harbor Springs, Cheboygan, Bay Harbor, Charlevoix, Traverse City, Holland and Algonac. Each location sits in a major boating hub along the Great Lakes and offers sales, service, storage and marina support.
Today, Walstrom Marine employs about 140 year-round staffers, with seasonal dockhands and marina personnel during peak months. The company represents Tiara, Pursuit, Regal, Sea Ray, Navan, Chris-Craft, Crest and Starcraft, and is a certified Mercury dealer, with technicians trained on Mercury, Yamaha and Volvo Penta power.
The dealership also has longstanding and exclusive relationships with several manufacturers. Walstrom is Tiara’s longest-standing dealer and the exclusive Michigan dealer for Pursuit and Chris-Craft, partnerships built over decades on consistency and customer service.
Jeremy Anderson stepped into the role of president in October. Previously, Anderson led Big Thunder Marine in Lake of the Ozarks, Mo., through acquisitions that helped it grow into a leading dealer in that market. He also held other leading roles at regional marine businesses. “The company’s values, particularly its commitment to taking exceptional care of customers, closely align with my own,” Anderson says.
His first months on the job were shaped by travel between his family home in Missouri and Walstrom’s Michigan locations, and by an intentional effort to listen before making changes. “I’ve made it a priority to visit every location, talk with as many team members as possible, and spend time understanding their day-to-day challenges,” Anderson says. “The people doing the work know where the friction points are.”
He also met early with manufacturing partners to reinforce relationships and maintain stability during the leadership transition.
Heritage and Trust
Walstrom Marine operates as a full-service dealership and marina network, offering new- and used-boat sales, brokerage, repair and maintenance, storage and dockage. Service is a core focus. The company’s departments handle advanced marine electronics, mechanical work, teak restoration, paint, gelcoat and structural repairs. They’re looking to hire several master technicians, Anderson says. “Our goal is to ensure customers can rely on us as a long-term partner,” he says.
Walstrom’s internal mission is “to make owning a boat as effortless and enjoyable as possible,” a philosophy that emphasizes responsiveness, transparency and continuity. The dealership invests in staff training, professional development and benefits, particularly in the service department, where recruiting and retention remain an industrywide challenge. “We focus on building careers, not just filling jobs,” Anderson says. “When we take care of our people, they’re better-equipped to take care of customers.”
During the past year, Walstrom Marine has continued to expand despite broader softness in the market. One milestone was securing an on-water site in Traverse City for a future marina development. The project is expected to add at least 80 slips and help address chronic shortages in waterfront access in Northern Michigan. The dealership also plans to add 12 slips in Harbor Springs. “These investments are designed to expand access and help ensure boating remains attainable and sustainable in our region,” Anderson says.
Consumer demand in 2025 leaned toward value-oriented purchases and flexibility, boosting the dealership’s used-boat and brokerage business. “We know our customers by name, but more importantly, we know their history, their families and how they use their boats,” Anderson says. That familiarity allows staff to recommend boats, service schedules and upgrades that fit customers’ actual boating habits.
Marketing efforts mirror that philosophy, focusing on brand reputation and customer experience. “When customers feel taken care of, connected and confident in their relationship with us, they come back,” Anderson says. “People are looking for meaningful experiences with their families and friends, and boating provides that in a unique way. Second, customers want to feel connected and included; they want to be part of something, not just make a purchase. Third, trust and relationships matter more than ever as buyers look for partners who will support them long after the sale.”
Future Plans
Walstrom is adopting new technology to improve efficiency and customer engagement, such as strengthening the company’s website and digital presence for the age of large-language-model searches. Internally, the dealership is evaluating systems that improve data quality and coordination among sales, service and marina operations. Anderson says new tools are considered only when they integrate well with existing workflows and provide clear long-term value.
Regionally, Northern Michigan has structural challenges that influence participation and purchasing behavior, Anderson says. Marina space is limited, with waiting lists at many facilities stretching multiple years. At the same time, the region continues to attract young professionals and families seeking lifestyle-driven relocation.
“Access to water remains a significant constraint,” Anderson says. “While interest in boating is strong, limited marina capacity can directly influence both participation and boat purchasing decisions.”
Affordability is another concern. “As an industry, we need to be mindful not to price new families out of boating,” Anderson says.
Still, during the next year, he expects Walstrom to become more unified across its seven locations, with a consistent customer experience regardless of where or how a boater interacts with the company. “We are excited about Walstrom’s continued growth as a company,” he says. “I believe in the idea that if you are not evolving and getting better, you risk falling behind.”
This story first appeared in the February, 2026 issue of Soundings Trade Only.
