At Sundance Marine in Pompano Beach, Fla., general manager Jeremy Mast is running one of the busiest boat-selling operations in the country’s most competitive market. And he’s about to make it busier.
Sundance has been in business for more than 40 years and has grown to four South Florida locations — Pompano Beach, Jensen Beach, Miami and, come December, a new store at Port 32 in Palm Beach Gardens. The dealership is part of OneWater Marine, the Georgia-based group that operates more than 90 retail locations nationwide. At the Pompano Beach store, Mast employs about 50 people across sales and service.
Mast has been with Sundance for two years and has spent more than a decade in the marine industry. The Pompano Beach operation is a full-service dealership, handling new and preowned sales, brokerage and consignment alongside a service department that covers warranty work, rigging and electronics installations.
The store’s brand lineup includes Regal, Everglades, Sportsman, Cobalt, Barletta and Axopar. And in several of those partnerships, Sundance isn’t just a dealer — the store ranks as the No. 1 Regal dealer in the world and the No. 2 Everglades dealer in the world, Mast says.
Mast points to the Regal relationship as central to the dealership’s identity. “Our partnership with Regal is of the utmost importance to us, as it is our best-selling brand and is represented by OneWater dealerships all across the country,” Mast says. Being named the world’s top Regal dealer for a second consecutive year, he adds, reflects how much the store leans on that connection.
Landing Axopar
The greatest success of the past year, Mast says, has been Sundance’s move to become the exclusive Axopar dealer for the entire Florida market. “We have been able to capitalize on their already-established footprint and immediately hit the ground running, quickly becoming the number-one dealer in the most important territory in the country,” Mast says.
Building on that success, Sundance plans to convert its location at 491 S. Federal Highway in Pompano Beach into an Axopar-only destination, a flagship store where customers can custom-order boats and see the full range of colors and specifications in person. It’s a significant range.
Finnish boatbuilder Axopar, launched in 2014, has emerged as a leader in the adventure-boat category. Its versatile, efficient, modular dayboats and cabin boats, ranging from 22 to 45 feet, are known for sharp handling and distinctive, twin-stepped hulls. “It will be a true flagship location that will be all Axopar, all the time,” Mast says, with a Brabus upgrade available only at that store.
Control What You Can
Like every dealer, Sundance has navigated a choppy retail environment during the past 12 months. Mast is candid about the difficulty, pointing to shifting market conditions and outside influences that can push consumers in one direction or another.
“Focusing on things that we can control and providing the best possible customer experience to all of our customers has helped us navigate the challenging landscape of the retail market,” he says. He adds that the store’s emphasis on service, combined with a lineup of top manufacturers, positions it properly in South Florida.
During this time of year, for Mast, the focus also turns to boat-show season. The store participates alongside all of its manufacturers in the three largest shows in the country, which play out over the next months in Fort Lauderdale, Miami and Palm Beach.
Marketing in a Smart Market
Sundance handles marketing with an in-house specialist who manages social media, email campaigns, SEO and more, working in concert with OneWater’s corporate marketing department in Georgia to build campaigns across the region. Increasingly, that effort includes artificial intelligence. Mast says the store is integrating AI into its marketing and consumer outreach as a response to customers who arrive more educated than ever about the product.
“We are fully aware of the challenges that the market is facing,” Mast says, “but believe that with an emphasis on customer service and our established partnerships with the right manufacturers, we will be able to continue our success and lead the way in the South Florida market.”
This article first appeared in the November 2026 issue of Soundings Trade Only.
