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Our History

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 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, 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 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.

Fricke Family

Community Involvement

The Fricke family has lived in Southwest Florida for decades and as their business grew, they knew that they wanted to give back to the community that had given them so much. They are proud to help the following organizations.

To inquire about additional community involvement opportunities, please email us at marketing@fishtale.com.

Lee Health
Hope Hospice
Larc Inc
Fish Tale Winning #1 Robalo Award 2021