Schoeder’s RV and Marine has a lot full of new and used campers of all sizes.
Schoeder’s RV and Marine has a lot full of new and used campers of all sizes.

Shoeder’s RV & Marine Inc. might have new owners, but that doesn’t mean there will be big changes at one of the top sports centers in the North Woods.

Ali Shoeder and Scott Borths recently purchased the recreational sports center in Rhinelander from Ali’s uncle, Keith Shoeder, and they say the center will continue to offer the best products and quality service.

The company, situated on 40 acres of land on the shore of Shepard Lake, was founded in 1995 by owners Keith and Sue Shoeder. 

Ali Shoeder started in the family-owned business in 2001, doing odds and ends in the accounting and business office. 

“Then my mom took over the rental department about six years ago and I started coming back and helping her in the summers at that point,” said Ali Shoeder. “I gained experience with her and eventually became the business manager for Keith at Shoeder’s RV & Marine about three years ago.”

Meanwhile, Borths took a different path to the sports center. Borths was in the automobile industry for the Rydell Auto Group, working in a variety of positions from sales to finance at several locations across the country.

Borths, who grew up in Peshtigo, moved back to Wisconsin in 2016, working at Rhinelander GM Auto Center. He started working at Shoeder’s May 1 of this year.

“While I have worked mostly in the automobile industry, they are very similar when it comes to sales and financing,” said Borths. “My biggest challenge here right now is getting to know the new product better for my customers.”

With Keith Shoeder looking to fully retire from the business early this spring, and having a goal to keep the business in the family, he made an offer that Ali, and her fiancé, Scott Borths, couldn’t turn down — take over the business.

“It’s definitely a big undertaking, but we both have experience in the business and are excited to carry on the Shoeder name at the RV and marine center,” said Ali Shoeder.

“We want to focus on continuing to expand our service and parts departments, including adding technicians so we can accommodate all service request,” said Borths. 

Record year

Shoeder’s RV & Marine carries an inventory of top-name recreational vehicle and marine products that is supported by an experienced sales and service team. The center posted a record sales year in 2017.

Revenues for the recreational giant of the North Woods topped $15.4 million in 2017, according to Ali Shoeder.

The Shoeder’s staff has carefully pursued and selected manufacturers who are leaders in their industry and the most well-respected. Shoeder said these partnerships allow Shoeder’s to carry the most trusted brands in the industry, products carrying names such as Ranger, Crestliner, Misty Harbor, Mercury, Yamaha, Evinrude, Jayco and Keystone.

Located on Rhinelander’s north side on Highway 17, Shoeder’s is built around an experienced, well-trained staff. The company currently employs nearly 40 full- and part-time employees (depending on the season) and more than half of the staff has been with the company more than 18 years.

With a current inventory of more than $6 million, Shoeder’s boasts a large selection of recreational vehicles (RVs), boats, snowmobiles, docks and lifts. 

The RV lines include Jayco fifth-wheel models such as North Point, Eagle and Eagle HT, and travel trailer models such as Jay Flight, Jay Feather, White Hawk, Eagle and Hummingbird. The Keystone collection includes the fifth-wheel models of Springdale and Cougar, as well as travel trailers by Cougar, Summerland, Passport and Springdale.

The firm’s collection of toy hauler models includes Seismic and Talon fifth-wheels along with Octane travel trailers.

The boat lines include Crestliner, Ranger, Misty Harbor Pontoons and Ranger Pontoons.

To compliment the boat lines, Shoeder’s carries Mercury, Yamaha and Evinrude motors along with boat trailer lines of Karavan, ShoreLand’r, Trophy and Triton. The company also carries ShoreMaster docks, lifts and accessories.

One of the newest products at Shoeder’s is the Lake Lounger. 

“They are both a dock addition and can be used as a fishing boat with a trolling motor,” said Shoeder. “Lake Lounger was created as a cost-effective, low-maintenance, easy-to-use option for those who want to maximize their real estate on the water.”

Snowmobiles include Polaris and Arctic Cat.

Shoeder’s parts department, supported with a staff of six employees, has a large selection of clothing and apparel as well as a variety of accessories and parts for all seasons. 



Sales team

Jess Spiegelhoff, who will retire at the end of the season after 19 years in the business, leads a sales staff that is ready to help customers select the proper equipment. He is factory-trained and certified with Jayco, Keystone, Crestliner, Ranger, Mercury, Evinrude and Polaris.

Ken Brown has 23 years of experience, along with Jon Koch at 21 years and Pete Schoetz at seven years. They have the same training and certification as Spiegelhoff.

Borths, who is learning the sales side of the business and the product from Spiegelhoff, will join the sales team. Ali Shoeder will continue to work in the finance end of the business and is ready to assist customers.

“I put my heart and soul into it, and if there is a challenge, I am going to tackle it head on. I help clients fulfill their dreams,” she said.

Shoeder said the team has put together a group of finance companies and banks that fit the needs of nearly every client who walks into the business. 

“We’re always ready to help our customers purchase their dream toy. We offer same-day financing, options to those with credit challenges, and try to make the entire process as seamless as possible,” said Shoeder. “It’s a different industry where customers are excited to pick up their purchase. We sell fun things that you want to have versus need to have, so we like to keep that mindset and enthusiasm from the minute customers walk into the store to the time they leave here.”

Other key personnel include 23-year veteran Marjean Shoeder, who handles inventory and accounts payable; Katie Fleischmann, the office manager with 19 years of experience at Shoeder’s; Barb Vugrinec, parts manager, who has been with the store since it opened in 1995; Layne Fleischmann (Katie’s dad), an RV tech who has been with the RV & Marine Center since 2007 but has worked for the Shoeder family since 1978; and Russ Litzen, another RV tech who has been with the RV & Marine Center since 1996 and worked for the Shoeder family before then as well. 

Shoeder said the center is able to compete with any dealer in Wisconsin as well as any dealer in the Midwest because they are at the top-volume discount levels and purchase plans with all of the manufacturers.

“We are willing to receive our products both in- and off-season, which gives us a purchasing advantage that we are able to pass on to the consumer,” she said.



Rental units

Shoeder’s has a large selection of rental units available throughout the year, including pop-up campers, travel trailers, snowmobiles and boats. They have a designated rental center for three-season rentals next door in what was the former Chrysler Center.

They offer six 2018 Misty Harbor 22-foot pontoons with 60-hp Mercurys, seven 2018 Jayco 26 travel trailers, 12 Jayco pop-ups, two Crestliner fishing boats, and four Glastron ski boats with 150-hp motors.

Borths said there is a large staff to accommodate any customer’s needs, including pick-up and delivery of any boat or camper wherever they may need to go.



Service department

The Shoeder’s service department has been a customer satisfaction-based department, backed by the many Customer Satisfaction Index (CSI) awards the company proudly displays.

“With more than 150-plus years of combined experience in the service department, it’s easy to see why the reputation is so renowned,” said Shoeder. “With six straight years of Mercury-awarded CSI awards, Shoeder’s RV and Marine has set the bar on customer satisfaction.”

Shoeder said all of the technicians and service writers, along with the service manager and warranty administrator, attend classes to keep up with the training needed to get the product fixed right in the fastest time possible.

Shoeder’s RV & Marine, located at 2230 N. Stevens Street (Highway 17), is open Monday through Friday from 8 a.m. to 6 p.m. and Saturday from 8 a.m. to 4 p.m. 

For more information about Shoeder’s RV & Marine, contact Shoeder at (715) 365-7734 or Borths at (715) 365-7722.