About | SWS Muskoka

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. That means:

Exceptional marine sales and service at all three of our SWS Boatworks locations

The latest and greatest in boats, watersports equipment and apparel

A dynamic Ski School designed to get everyone, young and old and all abilities, into watersports

Waterparks, rentals, tours and events that celebrate summer living in Muskoka

Kick ass ski shows that showcase our talented crew and inspire future SWSers

Where We Are

We feel so fortunate to call this beautiful place our home. Located 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.

You’ll find us on lakes all over Muskoka. Stop in at one of our marinas, SWS Boatworks, on Lake Rosseau and Lake Muskoka. Or check in with our famous ski school, offering clinics and camps on every major lake. Experience our famous ski show in Minett, Bala, or Huntsville. Or try something new at our waterparks, located at Cleveland’s House and Deerhurst Resort.

SWS has something for everyone, helping you get the most out of summer in Muskoka.

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.

Meet the whole SWS crew.

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 Muskoka summer tradition. The company eventually branched into the marina business, starting with the former Wallace Marina in Minett in 2011.

Since then, by applying its summer loving, lake living philosophy to boat sales, service and rentals, SWS has become the go-to resource for watersports and boating in Muskoka. In 2018, SWS added the Boatworks marinas in Port Carling to its roster, with locations on both sides of the locks. Today all three marinas, now collectively known as SWS Boatworks, service Lake Rosseau, Lake Muskoka and Lake Joseph.

The Show Must Go On

The famous SWS Ski Shows continue to wow audiences in Muskoka and beyond. There are four weekly shows across Muskoka and the SWS Ski School crew also performs at festivals and events across Ontario. In 2012, Team SWS and alums repped Canada at the first ever World Show Ski Championships in Janesville, Wisconsin, bringing home the bronze medal. We’ve even performed stunt work in movies and commercials. Doritos, anyone?