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Ulrich Marine: A Legacy of Excellence on Table Rock Lake

For over four decades, Ulrich Marine has been a cornerstone of the Tri-Lakes area's boating and fishing community, providing exceptional service, expert craftsmanship, and an unwavering commitment to customer satisfaction. Since its establishment in 1979, the dealership has set the gold standard for marine service, growing alongside the evolving boating industry while staying true to its old-school principles of integrity, skill, and dedication to customers. Today, under the ownership of Kelly Power and his family, Ulrich Marine continues to uphold the legacy started by Fred Ulrich, solidifying its reputation as the premier marine dealership in the region.

The Foundations of a Trusted Name

Fred Ulrich built Ulrich Marine with a passion for boats and an even greater passion for service. Located originally in Republic, Missouri, the dealership quickly earned a name for itself, particularly among bass anglers and pleasure boaters who sought a trusted place for boat repair, service, and warranty work. Fred’s expertise as a Mercury Marine Master Certified Technician and his commitment to supporting the fishing community set Ulrich Marine apart early on.

Ulrich Marine became a vital service hub, often providing on-site assistance at regional fishing tournaments. Fred and his team operated a dedicated Ulrich Marine Service Truck, a mobile repair center catering to the urgent needs of competitive anglers. Later, in the 2000s, Mercury Marine recognized this dedication and helped outfit a specialized Mobile Service Truck, further cementing Ulrich Marine’s reputation as a dealership that put anglers first.

A New Era: The Power Family’s Commitment

Kelly Power, a longtime supporter of Mercury Marine and an accomplished tournament angler, had been connected with Ulrich Marine for decades. During his time with Champion Boats Manufacturing, he worked closely with Fred Ulrich, assisting in Champion Boat sales and tournament support. When Fred decided to transition into retirement in 2014, Kelly, along with his wife Cindy and son Kyle, saw the opportunity to continue Ulrich Marine’s legacy.

In 2015, the Power family officially took the helm, and with their leadership came a renewed focus on growth while maintaining the core values that had made Ulrich Marine the go-to dealership for boaters in southwest Missouri. Since taking ownership, the Powers have invested significantly in expanding Ulrich Marine’s facilities, including the construction of a 107-unit storage facility and the launch of Extreme Outdoors, a premier tackle shop that serves both professional and recreational anglers.

Innovation and Expansion

Recognizing the need for a top-tier fishing retail space, Kelly and Kyle Power transformed an existing shop on the property into Extreme Outdoors in 2016. Their industry connections allowed them to become direct dealers for high-quality fishing tackle brands, ensuring customers had access to the best gear available. The shop’s success led to the addition of an online retail presence, further expanding its reach.

Beyond retail, Kelly saw another critical need in the community: a venue for tournament organizations and events. In 2018, the Powers repurposed a storage area behind Extreme Outdoors to create the Extreme Outdoors Meeting and Event Room, providing a dedicated space for fishing clubs, tournament registrations, and local community events.

A Legacy of Service and Conservation

Ulrich Marine’s impact extends beyond sales and service—it has been a leader in conservation efforts for decades. In 1997, the dealership earned the prestigious Conservation Achievement Award from Mercury Marine and Boat & Motor Dealer Magazine for its innovative Catch & Release Boat Program. This initiative helped tournament organizations properly release fish back into the lake, ensuring a healthy and balanced ecosystem.

Under the Power family’s leadership, conservation efforts have only expanded. In 2018, Kelly Power was approached by AFTCO (American Fishing Tackle Company) to operate the AFTCO Bass Bus, a mobile fish care and conservation unit. Today, Ulrich Marine operates three release boats, supporting tournaments across the country nearly every weekend, reaffirming its dedication to preserving natural resources for future generations of anglers.

A Commitment to Excellence

Ulrich Marine’s reputation is built on expertise, and its service department is second to none. Factory-trained and certified technicians provide top-tier service for nearly every major marine motor brand. Since 2006, Ulrich Marine has been recognized as a Mercury Marine CSI Award-Winning Dealer, an accolade that reflects its consistent commitment to customer satisfaction.

From rigging the latest electronics to performing emergency tournament repairs, the Ulrich Marine team understands the unique needs of anglers because they are anglers themselves. Kelly Power’s decades of experience in professional bass fishing, combined with Kyle Power’s deep-rooted passion for the sport, ensure that customers receive unparalleled service and expert advice. When time allows, the Power family also enjoys getting out on the water with their Playcraft Powertoon, embracing the same lake-life experience that their customers cherish.

Looking to the Future

As Ulrich Marine moves forward, the dealership continues to embrace innovation while holding fast to its founding principles. The recent addition of iKon Boats to its lineup, alongside longtime partners like Basscat Boats, demonstrates a commitment to offering customers the best products in the industry. Meanwhile, the dealership’s dedication to conservation, customer service, and community involvement remains as strong as ever.

For anyone in the Tri-Lakes area looking for the highest quality marine service, Ulrich Marine stands as a testament to decades of excellence. Whether it’s getting a boat tournament-ready, finding the perfect tackle, or ensuring the longevity of the sport through conservation efforts, Ulrich Marine remains the trusted name for anglers and boaters alike.

Come visit Ulrich Marine to experience its storied history firsthand and see why it remains the premier marine dealership in the region. With a legacy spanning over 40 years, Ulrich Marine isn’t just a business—it’s a vital part of the fishing and boating community, and it’s here to stay.