At Action Water Sports we believe a boat is more than a piece of fiberglass. For us, boating is in our blood. It’s in our nature, and it will forever be our lifestyle— a lifestyle that we plan to pass from generation to generation.
Bringing
Families
Together
Mission
To deliver water enthusiasts’ joy by offering high-quality boats, products, and services that create an outstanding customer experience
Vision
To empower and inspire others to experience an on-the-water lifestyle worthy of sharing with their friends and families
Values
- Integrity
- Providing Value
- Teamwork
- Growth
A Little About Us
Founded in 1990, Action Water Sports began in Zeeland, Michigan, with one focus: providing unparalleled customer service to the boating community. Our commitment to that principle fueled steady growth. After outgrowing the original Zeeland store, AWS moved to a larger facility in Holland before establishing its Hudsonville location in 2002. The following year, we expanded to Traverse City, followed by Fenton in 2008.
In 2018, Action Water Sports entered Central Florida, bringing premium boat brands and unmatched service to the Orlando and Tampa markets. We continued growing our Florida presence with the addition of our Clermont location in 2025. Most recently, in June 2026, we opened a new location in Waterford Township, Michigan, expanding our ability to serve customers throughout Oakland County and the surrounding areas.
Today, Action Water Sports is the world’s largest MasterCraft dealer by volume and continues to set the standard for excellence in the marine industry. Although our team has grown and evolved over more than 30 years, our founding commitment remains the same: to provide exceptional products and customer service at every location.
Where We’re Going
What does the future hold for Action Water Sports? For starters, many, many more memories will be made with our passionate team and outstanding customers. But we believe that’s just the tip of the iceberg. As our brand continues to grow, we will reinvest our efforts into finding even better ways to serve our customers. From community efforts like Action Wake Park to optimistic dreams of expanding our brand throughout the country. So long as we stay true to our founding principals of providing unparalleled customer service, the future looks bright for Action Water Sports.
Our Action Family
Everything that happens at Action is a result of you, our world-class customers.
Visit Our Stores & Meet Our Team
Each one of our team members shares the same core values we hold so dearly; deliver unparalleled customer service to you and your family.
Central Florida
1251 Holy Cow Rd
Polk City, FL 33868
Phone: (863) 576-2288
Hudsonville, MI
4155 32nd Ave
Hudsonville, MI 49426
Phone: (616) 896-3100
Clermont, FL
16212 FL-50
Clermont, FL 34711
Phone: (352) 995-0400
Traverse City, MI
611 Oleson’s Commerce Dr
Traverse City, MI 49685
Phone: (231) 943-3434
Fenton, MI
8051 Old US-23
Fenton, MI 48430
Phone: (810) 629-1342
Waterford, MI
3273 Huron St.
Waterford Township, MI 48328
Phone: (248) 674-1932
Contact Us
We want to hear from you! Let us know how your experience was, good or bad, or any questions you may have, and we will be in contact with you within 48 business hours or less. We are happy to help!
