Sportsmarine Boat Centre

Built on Passion and Family For 50 Years

It isn't a change that happened overnight. Jordan first joined the business 15 years ago, intending it to be a short-term project helping with marketing and introducing some modern business ideas. Before long, those few days turned into months and eventually became a full-time role. "Over the past 15 years I have been learning everything about the business and taking the reins off Dad," Jordan said. "It wasn't even really a discussion. It just happened naturally."

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Greg started the business in a small boatyard before moving into what he describes as "an old tin shed" at the dealership's current site. Since then, the business has steadily expanded to keep pace with demand. New showrooms, a dedicated display yard and a purpose-built workshop have transformed Sportsmarine into a destination for boating enthusiasts throughout Western Australia's South West.

Over the years, Greg also fulfilled another ambition by establishing his own boat brand, Assassin Boats, further cementing Sportsmarine's reputation as one of the region's leading marine businesses.

Today, customers can choose from leading Australian boat brands including Cruise Craft, Extreme Boats, Senator, Sea Jay and Greg's own Assassin Boats, all supported by Yamaha outboards, WaveRunners and genuine aftersales service.

Greg says partnering with Yamaha around 15 years ago was one of the defining moments in the dealership's history. "Partnering with Yamaha has probably been one of the greatest things this business has done," he said. "The Yamaha brand has given us such a good experience."

That partnership extends beyond simply supplying outboards. Sportsmarine also offers Yamaha WaveRunners and supports Yamaha's PowerMatched program, with Cruise Craft and Sea Jay packages engineered at the factory to perfectly integrate Yamaha outboards with each hull.

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Backing up every boat that leaves the showroom is a dedicated service department where experienced technicians rig, service and maintain customers' boats. It's an investment that ensures owners receive a high level of support long after taking delivery.

For Jordan, however, the products are only part of the story. "We can train people to do almost anything," she said. "It's their attitude and personality that we hire for."

That philosophy has helped create a culture where staff genuinely enjoy coming to work and where customers are treated like family rather than simply another sale.

Greg believes that approach has been the real secret behind Sportsmarine's longevity. "It was a long time ago I realised that if you don't look after your customers, you've got nothing," he said. "Customer service has been and always will be the core of this business."

Over five decades, Greg has watched customers buy their first small aluminium boat before returning years later for larger boats as their families and boating adventures grew. Today, many of those same customers are introducing the next generation to life on the water, with parents and their adult children continuing to visit the dealership they have trusted for decades. For Jordan, carrying that legacy forward is both a privilege and a responsibility.

Growing up around the dealership gave her an appreciation of what her father built, while also inspiring her to continue evolving the business without losing sight of the values that made it successful.

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Greg still spends time at the dealership each week, sharing his experience and mentoring the team, but he takes enormous pride in watching Jordan shape the next chapter. "She's making the business better," he said. "I'm old-fashioned, and she's bringing all the modern ideas into the business."

As Sportsmarine celebrates its 50th anniversary, father and daughter remain focused on the same goal that has guided the business since 1976—helping families enjoy life on the water.

The buildings may have expanded, the workshop has grown and the product range has evolved, but the principles that shaped a small Bunbury boatyard half a century ago continue to steer Sportsmarine today. With Jordan now taking the helm, those values appear set to guide the family business well into its next 50 years.