Our Story
Who We Are
Owned by the Fricke family for more than 30 years, Fish Tale Boats has been ranked among the top dealerships in the country from respected boat builders such as Chaparral, Grady-White, and Robalo.
Our History
A Legacy Built on Passion
Fish Tale Boats originally began on Fort Myers Beach, but made the decision in 2016 to move to a massive 14,000 square foot sales and service center in South Fort Myers. Since then, they've also expanded to a sales location in Naples and a presence at Bonita Bay Marina in Bonita Springs.
When Diane and her husband Bruce Fricke acquired Fish Tale Boats in 1996, they dreamed that one day they would pass on the business to their two sons, Travis and Justin. As children, the sons grew up working at Fish Tale Boats, starting at the bottom by scrubbing boats, answering phones, and sweeping the floor of the service department.
That experience explains a big part of the success of Fish Tale Boats over the years. Although Bruce passed away in 2010, he groomed his young sons to manage and grow the business with Diane. Diane, Travis, and Justin continue to run the business today.
1996
1996
Established
50+
Team Members
3
Locations
#1
Robalo Dealer Worldwide
Our Promise
More Than a Dealership
Fish Tale Boats is more than just boat sales. At our Fort Myers location, you will find a massive service and parts center where our customers receive top-tier customer service and expert work on their boats. The truth is, the Frickes love boating as much as you do, so they'll make sure your vessel spends less time in the shop and more time on the water.
8-Time Winner (2019–2026)
#1 Robalo Dealer Worldwide
Named the top Robalo dealer in the world for eight consecutive years, recognizing our sales excellence and customer satisfaction.
20+ Consecutive Years
Grady-White Admiral Award
Honored with Grady-White's Admiral Award for outstanding customer service, facilities, and community involvement.
#1 Chaparral Dealer, Eight Years Running
Chaparral Premier Dealer
Recognized as Chaparral's exclusive Southwest Florida dealer, trusted to represent their full lineup of sport boats.
Honors & Recognition
- National and international recognition from Yamaha and Garmin
- Entire service team Yamaha Pro Elite Plus certified
- Governor's Ambassador Business Award, presented to Travis and Diane Fricke
Community Involvement
The Fricke family has lived in Southwest Florida for decades and as their business grew, they knew they wanted to give back to the community that had given them so much. They are proud to support the following organizations.
Our Mission & Vision
For more than 30 years, Fish Tale Boats has been family-owned and operated in Southwest Florida, and today we employ 50+ people locally. Our mission is to give back to the waters and the communities that make boating here possible, and our vision is a stronger marine community built through education, advocacy, workforce development, and local giving.
Florida Gulf Coast University
Our relationship with FGCU runs deep. From 2016 to 2022, Fish Tale Boats served on the advisory board of FGCU's Coastal Watershed Institute, supporting the Vester Field Station and The Water School. We donated, and continue to service, FGCU's research and Water School vessels, donated one of the first boats to the FGCU Police Department, have been a donor to the FGCU fishing tournament for multiple years, and proudly hire FGCU graduates.
Industry Associations & Advocacy
We hold board representation with the Marine Industries Association of Collier County (MIACC), where we advocate for public water access. We are also active with the Marine Industries Association of Southwest Florida (MIASWF) and the Marine Industries Association of Florida (MIAF), and we support the Center for Sportfishing Policy.
Programs We Support
Through MIACC, we help support local programs including 4-H, Friends of Rookery Bay, Kids Don't Float, Naples Community Sailing, the Collier County Sheriff's Office (CCSO), the Ricky King Fund, Freedom Waters Foundation, and Keep Collier Beautiful.
Workforce Development
We help train the next generation of marine technicians through apprenticeship programs with MTC and Mariner High School, contributing to the curriculum, donating parts, and providing Yamaha training. More than 12 program graduates have joined our team.
Community Partnerships
We partner with FineMark and the Bonita Bay Women's Tennis Tournament. For more than 10 years we have partnered with the Lee County Port Authority to display our boats inside the terminal at Southwest Florida International Airport (RSW), and you will find us in local boat parades, including the MIACC Christmas Boat Parade.
Giving Back
Events hosted by our owners' club have raised more than $100,000 for NAMI Collier County. We also proudly support Lee Health Foundation, Hope Healthcare, LARC Inc., Harry Chapin Food Bank, Golisano Children's Hospital, Gulf Coast Humane Society, and Naples Girls Softball.
Lee Health Foundation
Supporting one of the largest public health systems in the country, serving the people of Southwest Florida through advanced medical care and community wellness programs.
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Hope Healthcare
Providing compassionate hospice, palliative, and support services to patients and families throughout Southwest Florida since 1979.
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LARC Inc.
Enriching the lives of individuals with developmental disabilities in Lee County through residential, vocational, and therapeutic services for over 70 years.
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Harry Chapin Food Bank
Fighting hunger in Southwest Florida by distributing millions of pounds of food annually to families in need across Lee, Collier, Charlotte, Hendry, and Glades counties.
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Golisano Children's Hospital
Providing world-class pediatric care to children across Southwest Florida, from routine checkups to complex surgeries, as part of Lee Health.
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Gulf Coast Humane Society
Dedicated to finding loving homes for abandoned and homeless animals while promoting responsible pet ownership throughout the region.
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Naples Girls Softball
Building confidence, teamwork, and love of the game for girls in the Naples community through competitive and recreational softball programs.
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NAMI Collier County
Supporting mental health education and advocacy in Collier County. Events hosted by our owners' club have raised more than $100,000 for NAMI Collier County.
Visit WebsiteTo inquire about opportunities, email marketing@fishtale.com
Our People
Meet the Team
Our experienced sales team combines decades of marine industry knowledge with a genuine passion for boating. From your first visit to years of ownership, you will work with knowledgeable professionals who understand Southwest Florida waters and can help you find the perfect vessel for your lifestyle.
With team members across our Fort Myers and Naples locations, there is always an expert nearby ready to answer your questions, schedule a sea trial, or walk you through our latest inventory.
Meet Our Sales TeamReady to Find Your Dream Boat?
Visit one of our three Southwest Florida locations for a personal consultation and sea trial. Our team is standing by to help you make the best decision for your family.