Hard work and dedication to customers. That’s what owner William Forenski says has brought success to WMF Watercraft & Marine in Millsboro.
By Nick Roth | Apr 04, 2013
That work ethic and mindset has kept his business going for the last 11 years, and now it’s set for more expansion.
In the early days, Forenski focused exclusively on jet ski repair and upgrades; later adding boats into the mix. Now, he is taking another big step forward, venturing into the world of boat sales. At his Oak Orchard location, Forenski will now offer Avalon pontoons, Key Largo boats and Mercury Outboards. He will continue to focus on water ski work at his Millsboro shop.
“We’ve been doing consignments forever, but I’m new to the sales,” he said.
The move into sales is part of a business overhaul. In the last few months, Forenski said, he’s made an effort to rebrand the business by investing in new logos and signage and making his entire operation more presentable. He has also attended the Atlantic City and Baltimore boat shows, appearing with the Geico racing team, a client.
It is all an effort to further expand his business’ reputation and client base. Although, he said, his current clients already seem satisfied.
“I’m very customer-oriented,” he said. “I know my customers very well, and they know me very well. I run a no BS kind of business here. I don’t play games. This is how we built this business and why we’ve succeeded.”
Forenski started the business in 2002, working out of the back of his Ford Escort. He would travel to customers’ homes and work on their jet skis on site. He was eventually able to open shop on Route 1 and moved to Millsboro in 2004.
“I had jet skis when I was younger and they broke down, and I had to fix them myself,” he said. “I learned from that. I started my business in 2002 and had no idea what I was doing, but I did it well.”
He said he’s built a strong team of knowledgable employees who can handle anything a customer wants.
“I’ve got eight guys who all know their stuff very, very well,” he said. “We all work as a team together. We all work in unison. Anything that needs to be done on these jet skis or boats can be done without a problem.”
That work includes performance upgrades, motor replacements and restorations for jet skis as well as an array of work for boats. WMF also offers boat and jet ski storage.
WMF Watercraft & Marine is at 27037 John J. Williams Hwy. and 32676 Oak Orchard Road in Millsboro. For more information, go to www.wmfwatercraft.com or call 302-945-9690 (jet skis) or 302-945-9150 (boats).