The dealer management system built for boat dealerships
WakeWorks is the AI-native marine dealer management system (DMS) that runs sales, service, parts, and CRM in one platform, without the legacy software tax.
Purpose-built for the way boat dealers actually work
A marine dealer management system handles every operational layer of a boat dealership: deal management, service work orders, parts inventory, customer records, and the handoffs between them. The difference between a marine DMS and an automotive one is in the details. Hull identification numbers instead of VINs, engine hours instead of odometer readings, OEM warranty claim flows for Mercury, Yamaha, Volvo Penta, and BRP, and inventory that mixes boats, engines, trailers, and accessories in a single deal.
Most platforms in this category were built for car dealers first. Marine features were added later. WakeWorks started from the other direction, building around how boat dealers actually close deals and run service, rather than adapting automotive workflows after the fact.
The AI layer runs throughout every module. When a service advisor opens a repair order, WakeWorks pulls the unit's full service history and surfaces diagnostic suggestions. Parts reorder alerts flag slow-moving stock before it ties up cash. CRM routes incoming leads from Boat Trader or the dealership's website and logs every touchpoint automatically.
Everything a marine dealership runs on
Sales & Deals
Full deal lifecycle from lead to funded: unit pricing, trade valuations, F&I products, deal jackets, and digital signatures.
Service & ROs
AI-assisted repair order writing, tech dispatch, warranty claim tracking, and service department throughput reporting.
Parts Inventory
Reorder point management, parts cross-sell suggestions at the RO counter, and OEM catalog integration to reduce wrong-part orders.
CRM & Pipeline
Lead capture from Boat Trader, website forms, and walk-ins. Automatic follow-up reminders and pipeline stage tracking for small sales teams.
Inventory Management
New and used unit tracking with cost basis, stocking days, aged inventory alerts, and export to listing platforms.
Reporting & AI
GM dashboard with gross per deal, service throughput, parts margin, and AI-generated weekly summaries sent to ownership.
WakeWorks for your region
The core DMS workflow is the same everywhere boat dealers operate. Inventory mix, seasonal patterns, and dominant OEMs vary by region. The pages below cover what matters where you are.
Marine DMS:Florida
Over 1.2 million registered vessels. Year-round selling season, saltwater corrosion focus, and the highest boat dealer density in the US.
Learn more →Marine DMS:Texas
The second-largest boating state by registered vessels. Freshwater lakes from DFW to Austin plus Gulf Coast saltwater dealers.
Learn more →Marine DMS:California
High-volume luxury segment, CARB emissions compliance, and a mix of ocean and inland lake dealerships across a large geographic market.
Learn more →Marine DMS:Australia
One of the world's largest recreational boating markets. No dominant local DMS platform. Most dealers still run manual systems or general-purpose software.
Learn more →Frequently asked questions
What is a marine DMS?
A marine DMS (dealer management system) is software that runs the core operations of a boat dealership: sales deals, service work orders, parts inventory, and customer records in one connected platform. Purpose-built marine DMS platforms differ from automotive systems in how they handle hull and engine identification, seasonal service cycles, and warranty claims with OEMs like Mercury and Yamaha.
How is WakeWorks different from legacy marine DMS platforms?
Legacy DMS platforms were built in the 1990s and 2000s, primarily for automotive, with marine features added later. WakeWorks was built from the ground up for marine dealerships, with AI woven into the workflow rather than bolted on as a chatbot. Every module surfaces AI recommendations at the point of action rather than requiring a separate tool.
Does WakeWorks work for multi-location marine dealerships?
Yes. WakeWorks supports multiple store locations under a single account. Each location manages its own inventory, staff, and service queue, while ownership sees consolidated reporting across all stores. Role-based access controls what each employee sees and can edit.
What does it cost to switch to WakeWorks?
WakeWorks handles data migration from legacy systems as part of onboarding. Pricing is based on the number of locations and active users. Most dealerships recover the cost within six months through time saved on repair order authoring and parts ordering alone.