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Stuart Litjens featured in 2019 Boating Industry Bold Moves.

Oct. 16 2019 News By Honey T

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Lead with passion

Stuart Litjens
Dealer Principal, Boulder Boats
Henderson, Nev.

Despite not growing up as a boater, it doesn’t take long to realize Boulder Boats dealer principal Stuart Litjens is extremely passionate about boating and the surrounding lifestyle.

Litjens said he was introduced to boating in college and was instantly in love with life on the water. After being hooked on the lifestyle, Litjens started shopping and “flipping” used boats. 

Litjens really got involved on the industry side when he purchased an old sailing and service shop going out of business, eventually leading to the creation of Boulder Boats.

“I had no clue what I was doing at all when I first started, I just know that I loved boating and couldn’t get enough,” Litjens said.

The dealership started selling its first new boats in 2005, continuing to grow from the ground up. Even when the recession hit in 2008, Litjens and Boulder Boats continued to trek forward by being quick to adapt to technology and keeping a strong online presence, especially in the used boat market.

Adaptability and versatility has been key to Litjens’ success thus far.

“I’ve done every job inside the dealership and I think that’s important for everyone in the industry to do,” Litjens said. “Versatility is key. A wide multitude of skill sets and a willingness to take initiative to consistently learn more is so valuable.”

Litjens and Boulder Boats has also placed an emphasis on drawing in a new generation of entry-level boater. He also hopes that the industry will come together to work on bringing new boaters into the lifestyle.

“As an industry we get too caught up in competition with each other,” Litjens said. “We could be focusing on making our ‘pie’ bigger, rather than fighting over the small slice currently available to us.”

All in all, Litjens aims to keep himself and the Boulder Boats team passionate about boating, so that they can pass along the fun that comes along with the lifestyle.

“If it’s not fun, I’m not going to do it anymore,” Litjens said. “It’s all about maintaining a great culture.”