About Us
Helping Families Find the Perfect Boat for Over 70 Years!
At Reed’s Marine, we’ve spent over seven decades helping families find the perfect boat for those unforgettable days on the water—where life slows down, the waves call, and memories are made.
A Personalized Buying Experience
Your boating journey starts with you. We take the time to understand how you want to use your boat, your preferences, and your budget. Then, we’ll guide you to the best options and help you navigate the key differences, so you can make a confident choice.
See InventoryTop Brands & Trusted Pre-Loved Boats
New Boats: We proudly offer Bowriders from Chaparral, plus Viaggio & Manitou Pontoon Boats, perfect for cruising, skiing, wakeboarding, tubing, and surfing.
Certified Pre-Loved Boats: Our handpicked selection of used boats comes with a Pre-Loved Boat Certified Inspection and a 50/50 Warranty, ensuring quality and peace of mind.
A Legacy of Excellence & Family Values
In the Beginning
In the 1950s, Harold and Betty Reed founded Reed’s Marine in Delavan, Wisconsin. What began with a single phone on a post and a few fishing boats for rent soon grew into one of the largest boat dealerships in the area. By the late ’60s, the Reeds were selling Johnson motors, Ski-Doo snowmobiles, and a growing lineup of boats.
New Blood
In 1970, the business passed to Tom Shallcross and Harry Johnson, two friends from Chicago looking for a new challenge. The early years were tough — recessions and oil embargoes nearly sank the company — but their determination and focus on service kept Reed’s afloat. By the 1980s, the business was thriving again.
The Next Generation
By the early 1990s, ownership transitioned to Tom and Harry’s sons — Keith Shallcross and Tom Johnson. Together they modernized Reed’s, expanding facilities, storage, and service capabilities. Their teamwork and dedication built the foundation of today’s dealership.
Two Families Become One
In 2016, the Shallcross family became sole owners of Reed’s Marine. Jason and Marc Shallcross, Keith’s & Nancy’s sons, now lead the company as the third generation. With Jason overseeing sales and general management and Marc leading service, they continue to grow Reed’s while honoring their family’s legacy. In 2019, the Shallcross family dedicated the service facility to their late father, Keith, naming it K.A.S. Acres — a tribute meaning both Kick Ass Service and his initials — a daily reminder of the passion he instilled in us and the entire team.
Today
Under Jason and Marc’s leadership, Reed’s Marine remains committed to its founding values: integrity, service, and continuous improvement. A 14-time Boating Industry Top 100 Dealer and Spader/NCM 20 group member for over 25 years, Reed’s continues to grow stronger every year — proof that when you focus on getting better, bigger takes care of itself.
- Mercury Platinum Dealer & CSI Service Award Certified
- Same Location for 70+ Years, Same Family Owners for 50+ Years
- 3rd-Generation, Family-Owned Business – Where You’re More Than a Customer
At Reed’s Marine, we believe in the personal touch. When you walk through our doors, we want to know you by name—because here, you’re family. Come see why generations of boaters trust us to keep them on the water!
Visit us today and experience the Reed’s Marine difference!
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