Throughout the years, various boat manufacturers have come and gone, yet Sunsation Powerboats continues to be a reliable presence in the sector.
By Gregg Mansfield
The builder from Algonac, Mich., is commemorating 40 years of successfully navigating the ups and downs of the marine sector. Established by Wayne Schaldenbrand in 1982, he was soon joined by brothers Joe and John as they began constructing sport and offshore boats before transitioning to performance center-console boats.
With a trio of center-console boats ranging from 32 to 40 feet, the Schaldenbrands, along with their 50 employees, are upholding the tradition of boatbuilding.
It was a difficult yet wise choice, and one of the reasons Sunsation Powerboats is celebrating 40 years of boat manufacturing. Their plant is located just down the road from the former Chris-Craft Boats factory, where their grandfather was employed until 1974.
Center Console Life Magazine recently had a conversation with Sunsation owner Joe Schaldenbrand about the business, his family, and his perspectives on industry trends. The following questions and answers have been lightly edited.
WE MANUFACTURE BOATS WORTH OWNING BECAUSE NOBODY ELSE BUILT A BOAT THAT WOULD MEET OUR STANDARDS.
Joe Schaldenbrand (center) with his Sunsation family on a chilly day.
Do you feel like you’ve been a part of the marine industry for 40 years?
Joe Schaldenbrand: Not really. Things are going exceptionally well at the moment. We’re really enjoying the success that Sunsation is experiencing. The only time it seems like 40 years is when you look back at the products made in the late ’80s or early ’90s, and you think, ‘Wow, we’ve truly evolved.’
We’ve manufactured numerous boats, and impressively we still have customers holding onto boats that are over 30 or 35 years old, and they still reach out to us with questions or requests for parts. We always take care of them.
The company’s center-console offerings feature three models ranging from 32 to 40 feet.
What motivated you, Wayne, and John to enter the boat business?
JS: In his early days, Wayne would purchase various new boats, but none satisfied his expectations. They had issues, didn’t perform as he hoped, leading him to refurbish them all himself.
Eventually, I think (Wayne) recognized he could build a superior boat compared to what was available on the market. I remember him bringing home parts from older boats, even if they were burned, healing them back to working condition. That’s how our journey started, leading to building our own.
That’s why we often say we construct boats worth owning, because no one else has built a boat that could withstand our standards.
Sunsation’s Kyle Miller piloting the 34 CCX Center Console.
Can you discuss Sunsation’s partnership with Performance Boat Center?
JS: They are an exceptional dealership. What stands out about Performance Boat Center (in Lake of the Ozarks) is their professionalism from the ordering phase to the delivery process, the care they provide to the customer, and their overall follow-through.
They are a five-star dealership and I would give them six stars if I could. Even their post-sale service is fantastic, and they excel in customer relations. Performance Boat Center takes pride in selling a boat, but they also look forward to assisting customers with trades in a few years and providing them with their next boat.
Most remember the period when you were constructing offshore and sport boats. When did you decide to transition into the center-console market?
JS: The turning point came during the economic downturn of 2006-07 when the market severely declined. We observed a shift toward center consoles, so we seized the opportunity to explore various models, driving, and experiencing center consoles.
We had friends take us out, spending hours observing their driving, handling, and functionality. Honestly, I don’t think we liked any of them.
The issue was we were looking at a different market and recognized that what was available were primarily fishing boats. The center consoles, prior to a sport boat manufacturer entering the arena, were predominantly fishing vessels. I even rebranded them. I couldn’t bring myself to call our boats center consoles; I prefer the term sport consoles, as we are sport-boat enthusiasts crafting center-console boats.
In the beginning, the Schaldenbrands were deeply involved in every aspect of the business, from waxing the molds to laying up the boats…
Do you believe that the decision to manufacture center consoles was crucial for the company’s survival?
JS: Yes, it was instrumental because the sport boat market essentially disappeared. You noticed how everything shifted towards outboards and center consoles, and thankfully we made that move. During the economic downturn, we restructured and began pre-selling units, knowing that once tooling was finished, we would have orders ready to go. We didn’t just wait around; we were proactive in designing and producing sport consoles.
Were you able to adapt the bottom design from your sport boats to your center-console models?
JS: A lot of the technology and knowledge we gained over the years has been integrated into our center consoles. However, these models need to be broader than sport boats because while you ride in a sport boat, you walk around the perimeter of a center console. A sport boat typically has a narrower beam—around eight feet—which isn’t suitable for a center console.
If you have larger individuals moving across, it isn’t as stable as you’d want it to be. The hull designs we use for the sport consoles differ from our sport boats, as the former is broader.
You sound genuinely enthusiastic about center console boats.
JS: I am. It has transformed boating significantly; for instance, when heading out with six companions, if two or three additional people show up before departure, you can just invite them on board. You can easily accommodate seven, eight, or nine people, making it a delightful experience.
Do you foresee the return of sport boats anytime soon?
JS: I believe they will, but possibly in a different configuration. They may become more open and probably rely on outboards. The high-powered engines, which require frequent maintenance and technical know-how, seem to be fading out.
I genuinely think that sport boats will make a comeback. People appreciate that aesthetic, but they no longer want to deal with the maintenance costs and effort. I anticipate that market will revive.
While I find center consoles fantastic, that market is nearing saturation. There are already so many available. As a manufacturer, one is always scanning ahead to anticipate market trends—Sunsation has a fairly clear vision of what’s next.
How did Sunsation manage to navigate the challenges posed by supply chain disruptions and labor shortages during the pandemic?
JS: I continued to work every day. I accepted every order we received and managed the unloading of trucks. If you completely shut down and didn’t secure supplies, you’d be in major trouble. I ended up with around thirty motors in stock, stored everywhere. I ensured we had the required windshields and parts, maintaining our logistics and proactively accepting supplies. Rejecting orders, as many others did, only left you unaware of your stock situation due to congested warehouses.
Staying proactive made a significant difference, having a small crew available to unload trucks and place orders as necessary. We knew a revival was coming; we just weren’t certain of the timeline, so we ensured we were prepared with supplies to hit the ground running once we could resume operations.
The center-console boats are assembled at the company’s facility in Algonac, Mich., located near the old Chris-Craft Boats manufacturing site.
What are some facts people might not know about running a boat manufacturing firm?
JS: What many believe, including my neighbors, is that it’s glamorous and that my job must be incredibly enjoyable, as they only see what’s showcased in magazines—the highlights, the satisfied customers, and the travels.
What folks overlook is the effort it requires behind the scenes to maintain a successful operation. I respond to every phone call daily and engage in various meetings. Essentially, I am managing a strategic business while producing a high-quality product, ensuring employee satisfaction, addressing insurance, and managing numerous other aspects.
At the end of the day, having a strong and capable team behind you is crucial. When I attend a boat show, people often approach me and say, ‘Wow, Joe, you produce the best boats ever!’ I always remind them, ‘I don’t build them; my team builds them.’ They are the ones deserving of the accolades because they are the foundation making it all happen.
I’m merely the one promoting and showcasing the product. I don’t physically construct the boats; they do. That’s a common misconception.
A new hull is in the laying-up process, and swift action is required before it sets. A Sunsation employee …
Having experienced all facets of the business, what has been your most significant change?
JS: I believe the boats have surpassed my expertise regarding technology, from programming all the systems such as Garmins and Mercury products. I can evaluate any boat’s performance and handling, but I need technical experts to handle the programming.
It’s no longer just gauges; there are dual screens and every component must communicate effectively. I couldn’t manage it all without the team we have in place. On the upside, we hardly need to take tools with us when we test a boat these days.
How many more years do you envision yourself in the marine industry?
JS: Recently, we have brought on new employees to take over some of my responsibilities, especially in sales, marketing, and advertising. We hired two individuals to alleviate much of my former daily tasks. Now, I oversee the company from a broader perspective, essentially guiding our direction from the helm.
We are positioning Sunsation to thrive long after Wayne and I step back from the company, both of us having several more years of ownership and involvement. We might not be in the daily grind, but ultimately, we want this company to endure beyond our tenure, which is a gratifying sentiment.