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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.


To deliver water enthusiasts’ joy by offering high-quality boats, products, and services that create an outstanding customer experience 


To empower and inspire others to experience an on-the-water lifestyle worthy of sharing with their friends and families 


  • Integrity
  • Providing Value
  • Teamwork
  • Growth

A Little About Us

Founded in 1990, Action Water Sports began in Zeeland, MI with one focus—to provide unparalleled customer service to the boating community. Staying true to this principle has led to immense growth over the years. After outgrowing our Zeeland store, AWS moved to a larger building in Holland, before settling in Hudsonville in 2002. The following year we expanded to Traverse City, and then added our Fenton location in 2008.

Our newest store, located in Central Florida, opened in 2018 – bringing premium brands and unmatched service to the Orlando and Tampa markets. Action Water Sports is now the world’s largest MasterCraft dealer by volume and continues to set the bar for excellence in the industry. With more than 30 years of experience, our team has continued to expand and evolve, but our founding principles still remain: to provide the best products and customer service, no matter where we are.

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

Fenton, MI

8051 Old US-23
Fenton, MI 48430
Phone: (810) 629-1342

Hudsonville, MI

4155 32nd Ave
Hudsonville, MI 49426
Phone: (616) 896-3100

Traverse City, MI

611 Oleson’s Commerce Dr
Traverse City, MI 49685
Phone: (231) 943-3434

Lake Charlevoix, MI

00970 Marina Dr.
Boyne City, MI 49712
Phone: (231) 437-1035

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!

Get In Touch