A family business built on the water

Our story

Owner and founder Joe Norton has worked in the watersports and boat dealership business since 1995. In the late 1990s Joe and his wife, Joanie, opened the first dedicated watersports boat dealership at Lake of the Ozarks, right here in Osage Beach.

Today Joe’s sons, Grant and Gabriel, work in the dealership too, carrying on the hands-on expertise and customer-first service the business was built on. Everyone who walks in gets treated like family: patient answers, honest guidance and no pressure.

What we sell

We represent a focused lineup chosen for how people actually use Lake of the Ozarks:

• MasterCraft: precision wake, surf and ski boats, from the ProStar to the flagship XStar.
• Crest: comfortable, well-built pontoons for cruising and family days.
• Balise: modern luxury pontoons with performance to match.
• Fliteboard: electric eFoils for riders who want to fly above the water.

We also keep a large selection of quality pre-owned wake and surf boats across many makes, so there is a fit for every budget.

Service that protects your time on the water

Dealer support is what defines ownership. Our service center supports all makes and models of ski and wake boats, from routine 50-hour maintenance and winterization to engine diagnostics, fiberglass repair and surf-system repair. For routine maintenance, our Dock Side Service comes to your slip.

Beyond the sale

• A no-surprises buying process: transparent pricing, patient guidance and a thorough on-water walkthrough before you leave the dock.
• The in-store Pro Shop: surfboards, wakeboards, apparel and safety gear, all chosen by people who ride.
• Kirby’s School of Wake: certified wakesurf and wakeboard coaching for every level.
• Lasting relationships: warranty work, service and advice for as long as you own the boat.