William “Bill” Gage Jr. is the CEO, President, and owner of Gage Marine, a family business that operates the Lake Geneva Cruise Line, Gage Marine Boatyard, Marina, and the Pier 290 restaurant. Born in June 1965, he grew up in Williams Bay, Wisconsin, and started working in the boating industry as a child, scraping boat bottoms and driving tour boats.
Bill pursued his education at the University of Vermont, where he earned a degree in History and Economics. After college, he purposely stayed away from the family business to avoid the “SOB syndrome” (son of boss) before coming back to the company when his father gave him a chance.
As a leader, Bill believes that asking good open-ended questions is crucial because it helps him learn and listen. He learned the lesson of attentive listening through making mistakes and realizing that he couldn’t accomplish things on his own. He recognizes that being a good listener has made him a better leader, even though he loves being involved and is a host by nature.
Bill thinks that leaders should come up with innovative solutions to non-traditional problems, which is what his company did during the recession by focusing on their unique differentiator. Instead of selling a product or service, they focused on helping people maximize their free time and enjoy their life experience, giving them an edge in customer experience and satisfaction.
Under Bill’s leadership, Gage Marine vastly expanded its operations, adding different trips and boat brands to make boating accessible to people of all economic means. His company also started a unique lakeside restaurant featuring fresh local food served along the shores of beautiful Geneva Lake.
Bill’s management style is centered around the belief that people are hardwired in a certain way, and his responsibility is to understand his employees’ and customers’ needs. He continues to lead his company towards success while preserving its family-owned and operated culture.
Aside from his business pursuits, Bill is also fluent in Spanish and an active member of his community. He resides in Williams Bay, Wisconsin, where Gage Marine is headquartered.
