Meet the Crew

We’re one big family at SWS.

Not only are we family owned and operated, but we’ve cultivated a “Lake Life” culture that has drawn together a diverse crew of talented and dynamic individuals, all united by their love for summer in Muskoka.

Our Philosophy

The SWS Crew is held together by what we affectionately call our “Lake Life” culture. At its core is a belief that summer is more than a season, it’s a mindset. A way of being that goes beyond the lake and applies to everything we do. To us, that means:

Having fun: We believe that having fun means enjoying the good things in life. We have fun when we follow our passion and empower others to do the same.

Making time: We believe in making time for the people you care about. This means we work as a family, taking care of each other and making service to others a priority.

Being active: We play as hard as we work and would always rather be outside. We crave action, take risks and never shy away from adventure.

Sound like your jam? Apply now.

Geordie Newlands

Geordie started working for SWS in 2001 and worked his way to the top. During Geordie’s first 5 years with SWS he worked in almost every role, making him the right guy to take over the company. Geordie graduated from the University of Guelph in 2006, purchased the company, and is now the director. He lives full time in Port Carling, where he is a member of the Port Carling Fire Department and father of two boys. Geordie loves all aspects of water skiing. When he’s not on the water he enjoys downhill skiing, curling, playing hockey and running.

geordie@swsmuskoka.com

Val Newlands

Val has been involved with SWS since 2006, but became an official employee in 2014. Val works at SWS Boatworks, managing the surf shops, ordering, receiving and merchandising, as well as managing our marketing, social media and website. Born and raised in Muskoka, Val enjoys every season and activity that the area has to offer. Val, Geordie and their sons live on Brandy Lake in Port Carling where they enjoy their nightly skis on the calm water, at least when the ski shows don’t consume their evenings!

val@swsmuskoka.com

Charlie Newlands

Charlie has been working at SWS since he was 15 years old, starting on the docks of Clevelands House. Since then, water skiing has been his life. He has traveled the globe performing in professional water ski shows in Malaysia, India, China, Turkmenistan, USA & Australia. Charlie has competed and been a lead organiser on every Canadian National Water Ski Show Team. Charlie can be found in just about every act in the Ski Show, loving and living life large.

Lisa Elder

Lisa has been with SWS since 2013 and is known as everyone’s “mom” and assistant. She stumbled upon SWS when she was looking to get out of the city and hasn’t looked back since. With a BA from Laurier University and many months of travelling across four continents, she brings a wealth of knowledge to her desk. Lisa works primarily as the Administrative Assistant at SWS Boatworks, but has many responsibilities throughout the company’s operations.

lisa@swsmuskoka.com

Scott Northey

Being raised in Muskoka after his parents moved into their cottage on a small lake outside of Bracebridge gave Scott amazing lake life experiences, like canoeing and snowmobiling to elementary school. Scott spent time living in Grand Cayman, and after returning to Bracebridge he trained as a Sommelier and spent 15 years in the wine business. Most recently he worked in automotive sales and is now excited to help your family get the most out of summer by selling boats, Jet Skis, and Side x Sides.

sales@swsmuskoka.com

Julie Soos

Julie has been with Boatworks since 2005 and became part of Team SWS in 2018 when SWS purchased Boatworks. Julie is the Office Manager/Service Coordinator in Port Carling, keeping all the employees and customers happy. Julie welcomed her 4th child in 2019, has a very busy home life and work life, but somehow manages it all with a big smile.

julie@swsmuskoka.com

Kendal Oulahen

Kendal started with SWS in 2019. She is our Service Coordinator in Minett, organising all the employees in the service department and keeping great communication with all our customers. Kendal is new to Muskoka, moving to Rosseau with her two boys and husband. They are a true hockey family and are thoroughly enjoying their new pace of life.

service@swsmuskoka.com

Scott Miller

Scott is the Service Manager in Port Carling. He started with Boatworks in 2004 and became part of Team SWS in 2018 when SWS purchased Boatworks. After work, Scott enjoys fishing and photography. He has a true love of the outdoors and life on the water.

scott@swsmuskoka.com

Peter Soos

Peter is our head mechanic in Port Carling and started working with SWS when Boatworks was purchased, where he had been with Boatworks for 30 years! Peter knows everything there is to know on the lakes in Muskoka, he has a true love for being on the water. Peter is a father of two and loves to travel during the winters with his family.

peter@swsmuskoka.com

Sales

Our sales team are boat fanatics, eager to share their love and knowledge of boating in Muskoka.

Service

Our experienced and skilled team of technicians offer expert service at all of our Boatworks locations.

Ski School

For more than 50 years, SWS has introduced thrill seekers to the exciting world of watersports.