About SWS
About Us
At SWS Muskoka, we live for the summer.
And it’s not just about the beautiful weather or the stunning surroundings. It’s about summer living. It’s about taking the time to enjoy the good things in life: fun with family and friends, trying new things, building and celebrating traditions. Summer is what SWS is all about.
For over fifty years, we’ve been helping our customers get the most out of summer. And in Muskoka, the most beautiful place on earth, that means spending as much time on the water as possible. Luckily, lake life is our speciality.
What We Do
At SWS, we help you get the most out of summer in Muskoka with premium boating, watersports, and unforgettable on-the-water experiences.
Shop the latest boats for sale in Muskoka, including pontoon boats, fishing boats, and personal watercraft, along with top-quality watersports equipment and apparel for life on the lake.
Our Muskoka Ski School offers waterski lessons, wakeboard lessons, wakesurf lessons, and flyboarding in Muskoka—designed for beginners to advanced riders looking for the best water sports instruction in MuskokaWaterparks, rentals, tours and events that celebrate summer living in Muskoka.
Discover fun things to do in Muskoka with our waterparks, boat rentals, guided tours, and summer events—perfect for families, visitors, and anyone looking to enjoy Muskoka on the water.
Experience our famous Tuesday night ski shows in Bala, one of the top free events in Muskoka, showcasing elite waterskiers, wakeboarders, and flyboarders while inspiring the next generation of SWS athletes.
Where We Are
We feel so fortunate to call this beautiful place our home. Located just two hours north of Toronto, Muskoka has been consistently named one of the best places ever (and not only by us—just ask National Geographic). With over 2000 sparkling lakes, one thing’s for sure: the best way to experience Muskoka is from the water.
As a family-owned and operated business, SWS is proud to share our love of lake life with visitors and locals alike. You’ll find us on lakes across Muskoka — stop in at one of our marinas, SWS Boatworks, on Lake Rosseau or Lake Muskoka. Check in with our famous Ski School, offering clinics and camps on every major lake. Experience our renowned ski shows in Bala or Huntsville, or try something new at our waterpark at Deerhurst Resort.
We continue to bring fun, adventure, and summer memories to families across the region. Our motto is helping you get the most out of summer, and at SWS, there’s something for everyone.
Meet the Newlands
Summer Water Sports has introduced countless adrenaline junkies, young and old, to the exciting world of waterskiing. Three of those young thrill seekers, Geordie, Charlie and Whitney Newlands, would love the experience so much they’d go on to work at Summer Water Sports and eventually, in 2006, purchase the company. The eldest son, Geordie, took the reins and continues to operate SWS today.
How We Got Here
SWS is a child of summer love. It all started at Clevelands House Resort in 1960, where the team at “Summer Ski” thrilled guests and cottagers alike with their renowned water ski shows. Over the ensuing years, Summer Ski grew and evolved, eventually becoming Summer Water Sports.
SWS Boatworks
Once the Newlands took the helm, Summer Water Sports’ reputation as masters of lake living continued to grow, thanks in large part to its water ski shows becoming a beloved Muskoka summer tradition.
Building on that summer-loving, lake-living philosophy, SWS expanded into boat sales, service, and rentals — becoming the go-to resource for watersports and boating in Muskoka. In 2018, SWS added the Boatworks marinas in Port Carling, with two locations on either side of the locks.
Today, SWS Boatworks proudly serves Muskoka’s Big Three — Lakes Rosseau, Muskoka, and Joseph — delivering the same passion for lake life both on the water and at the dock.
The Show Must Go On
The SWS Ski Shows continue to light up Muskoka, entertaining locals and visitors alike with their weekly performances at Windsor Park in Bala on Tuesday nights. In addition to their regular shows, the SWS Ski School, together with members of Team Canada, brought their high-energy performance to Deerhurst Resort in Huntsville for two unforgettable shows.
Earlier in the year, the team took their skills international, competing at the 2025 World Championships in Australia and showcasing their talent on the global stage, and in Summer 2024, city audiences were treated to their thrilling stunts at the CNE’s Aquarama in Toronto.
Looking back to 2012, Team SWS and alums proudly represented Canada at the inaugural World Show Ski Championships in Janesville, Wisconsin, returning home with the bronze medal.
Along the way, the team has also brought their precision and daring to movies and commercials — Doritos, anyone?
