About Reed’s Marine

Reed’s Marine has helped families enjoy boating since 1952. From our longtime home in Delavan, Wisconsin, our third-generation, family-owned dealership provides boat sales, service, parts, storage and on-the-water support to boaters throughout Southern Wisconsin.

Local Experience You Can Count On

Buying a boat is a significant decision. Our job is to give you clear, honest information so you can choose the boat that genuinely fits your family, your lake and your budget.

We take the time to understand how you plan to use your boat, explain the important differences between models and help you compare your options without unnecessary pressure. Our relationship does not end when the sale is complete—our service, parts and delivery teams are here to support you throughout your boating experience.

View Our Inventory

New and Pre-Owned Boats

Reed’s Marine offers a carefully selected lineup of new boats from Chaparral, Viaggio and Alera. Whether your family enjoys cruising, fishing, watersports or relaxing at the sandbar, we will help you compare the options that best match the way you boat.

Our pre-owned boats are carefully evaluated before being offered for sale. Eligible boats receive a Reed’s Marine Pre-Loved Inspection and a 45-day 50/50 limited warranty, giving buyers added confidence and support after delivery. Warranty eligibility, coverage and exclusions vary by boat; please ask our team for complete written details.

A Family Boating Legacy Since 1952

The Beginning

Harold and Betty Reed founded Reed’s Marine in Delavan, Wisconsin, in 1952. The business began with a telephone mounted to a post and a small fleet of fishing boats available for rent. Over time, Reed’s expanded into boat and engine sales, becoming a Johnson Motors dealer and later offering Ski-Doo snowmobiles and a growing selection of boats.

A New Chapter

In 1970, friends Tom Shallcross and Harry Johnson moved from Chicago and took ownership of Reed’s Marine. They guided the dealership through difficult economic periods, including recessions and fuel shortages, by remaining focused on dependable service and long-term customer relationships.

The Next Generation

By the early 1990s, ownership transitioned to their sons, Keith Shallcross and Tom Johnson. Together, they expanded Reed’s Marine’s facilities, storage capacity and service capabilities while preserving the personal approach on which the dealership was built.

Third-Generation Family Ownership

In 2016, the Shallcross family became the sole owner of Reed’s Marine. Today, brothers Jason and Marc Shallcross—sons of Keith and Nancy Shallcross—lead the company as its third generation. Jason oversees sales and general management, while Marc leads the service operation.

In 2019, the Shallcross family dedicated its service facility to the memory of Keith Shallcross. The facility was named K.A.S. Acres, representing both Keith’s initials and the team’s commitment to “Kick Ass Service.” It remains a daily reminder of the work ethic, passion and customer care Keith instilled in the Reed’s Marine team.

Reed’s Marine Today

Under Jason and Marc’s leadership, Reed’s Marine continues to operate according to the values that have sustained it for generations: integrity, knowledgeable service, accountability and continuous improvement.

• Third-generation, family-owned and operated
• Serving Southern Wisconsin boaters since 1952
• 14-time Boating Industry Top 100 Dealer
• Spader/NCM 20 Group member for more than 35 years
• Mercury Marine Platinum Dealer
• Mercury Marine CSI Service Award recipient
• Experienced sales, service, fiberglass, parts, storage and delivery teams

Awards and experience matter, but trust is earned through what happens after you choose a dealership. We want every customer to know who is working on their boat, understand the services being performed and feel confident calling us whenever help is needed.

Visit Reed’s Marine

Visit us in Delavan, meet our team and discover why generations of Southern Wisconsin boaters have trusted Reed’s Marine.

Sales: 262-728-3055, extension 1
Service: 262-728-3055, extension 2
Text: 262-205-BOAT (2628)

Contact Our Team