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 claims on every engine brand, 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.
When a service advisor opens a repair order, WakeWorks pulls the unit's full service history and suggests operations, parts, and hours from past work. Parts reorder alerts flag stock that hits its reorder point. AI drafts customer emails in one click and reads driver's licenses, MSOs and window stickers. 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
Suggested jobs from your own shop history, a dispatch board, warranty tracking, and estimates the customer e-signs, with video of the work.
Parts Inventory
Reorder points, barcode scanning at the counter and at receiving, and AI that turns a photo of a supplier invoice into a PO.
CRM & Pipeline
Leads from Boat Trader, your website, Facebook and walk-ins in one list, with round-robin routing, lead scoring and follow-up reminders.
Inventory Management
New, used and consigned units with cost, aging colors, factory orders, floor plan tracking, and listing to your Meta catalog.
Reporting & AI
A dashboard for every role, a report builder, scheduled reports, and a daily email digest of alerts.
Texting
Two-way texts from your dealership's own numbers, with delivery status and automatic opt-out handling.
Marketing & Social
Email campaigns with live inventory blocks, plus Facebook and Instagram leads, messages, posts and boosts.
Payments & Accounting
Card payments through Stripe, CardPointe or Fiserv, and an optional accounting module with daily and month-end close.
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 boats, the most of any US state. A year-round selling season and heavy saltwater service work.
Learn more →Marine DMS: Texas
One of the largest boating states, with about 557,000 registered boats. 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 OEM warranty claims.
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. AI reads documents and drafts emails and listings inside the screens staff already use.
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 switches between every store from one login. Role-based access controls what each employee sees and can edit.
What does it cost to switch to WakeWorks?
WakeWorks moves your data from your current system as part of onboarding. WakeWorks is priced per store per month, and every plan includes unlimited users. Book a demo for a quote.