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COMMITTED TO INCREASING YOUR BUSINESS GLOBALLY

REACHING THE SUMMIT

Why EFTTA’s first angling

gathering was special…

PAGE 14

CHINA LEADS THE WAY

Why this country is a giant of

the industry.

PAGE 28

US OUTDOOR RECREATIONAL

INDUSTRY WORTH $1.2

TRILLION TO ECONOMY

Outdoor recreational activities,

including fishing and boating,

generated $1.2 trillion to the US

economy in 2023 and accounted

for five million jobs.

That’s according to America’s Outdoor

Recreation Roundtable (ORR), which

released new economic data released from the

US Department of Commerce’s Bureau of

Economic Analysis (BEA).

This is the largest recorded measure since

the BEA started calculating the size of the

outdoor recreation economy in 2012.

According to newly revised data in this

year’s release, the outdoor recreation economy

has grown 36% in real terms since 2012.

These figures also reveal that the outdoor

recreation economy contributes more to the

U.S. economy than farming, mining and

utilities.

The data confirms the role of outdoor

recreation as a central contributor to thriving

economies, healthy people, and connected

communities.

ORR president Jessica Turner said: “This

marks another year of growth for the outdoor

recreation economy, underscoring its resilience

and importance across the nation.

“The BEA data highlights outdoor

recreation as a cornerstone of our economy,

generating jobs, supporting small businesses

and providing essential opportunities for

Americans to engage with the outdoors for

health, connection, and quality of life.

“This data should signal to policymakers and

leaders across the country that investing in

outdoor infrastructure and access must remain

a national, bipartisan priority.”

Glenn Hughes, president of the American

Sportfishing Association, the trade body for

angling, added: “Fishing is one of America’s

oldest and most treasured pastimes. More

than 57 million American’s cast a line in our

nation’s rivers, ponds, lakes and oceans each

year, delivering a huge economic output and

generating almost a million jobs.

“This BEA data proves what the fishing

• Continued on page 8

S E N T T O M O R E T H A N 1 8 , 5 0 0 T A C K L E I N D U S T R Y

PROFESSIONALS IN OVER 120 COUNTRIES EVERY MONTH

FEBRUARY 2025

TackleTrade

EDITORIAL

Editor: John Hunter

+44 7990 542958

john.hunter@dhpub.co.uk

A journalist all his life and with 20-plus years of

international business magazine experience, John

was the founding editor of TTW and has now

returned to the helm. He has helped many brands

launch and grow over the years through B2B

publications and via his own consultancy business.

ADVERTISING

North America: Bart Manganiello

+1 914 722 7601

bartalm@optonline.net

For over 38 years, Bart has been working with trade

magazines, 34 in the tackle industry. Since 2001, he

has been TTW’s North American Director, providing

the best communication programs to companies,

helping them connect with current and prospective

trade partners around the world.

Rest Of The World: Guido Knegt

+39 3475036436

guido.knegt@dhpub.co.uk

A born and bred Dutchman, he spent five years

travelling the world as a scuba-diving instructor and

English teacher before settling down in Sardinia.

Guido previously worked for TTW from 2014 - 2017.

China: Robert Li (Li Ziwei)

+86 13451914155

robert.li365@gmail.com

Li Ziwei (Robert) has been working as news editor

for over 20 years. He founded the most influential

Chinese fishing forum in the Straits and successfully

organised many industry events. His love for culture

and tourism has led him to devote his entire life to

the exchanges between China and southeast Asia.

DHP LTD Editorial, administration, subscriptions

and accounts to: DHP Ltd, 1st Floor, Nene House, Sopwith Way,

Daventry, NN11 8EA, UK

WE STAND –

OR FALL –

TOGETHER

It seems like a lifetime ago now

but one of the most valuable trips

I made in 2024 was at the end of

November when I travelled to Berlin

for the European Fishing Tackle

Trade Association (EFTTA) Angling

Summit, the first of its kind.

Other large tackle industry

organisations, like the American

Sportfishing Association (ASA) and

the American Fly Fishing Trade

Association (AFFTA), host summits or

gatherings for their members to discuss

both threats to their livelihoods and

opportunities for growth but it’s the

first time this has happened in Europe.

And, as you will read elsewhere

in this issue, what a great event it

was, backed not just by key players

like Shimano, Daiwa, Rapala VMC

and many more – all of whom were

represented on the board – but also

other big-name companies and, most

significantly, many smaller ones.

Just as importantly, the subject matter

was enlightening to say the least.

Naturally, there were talks focused on

the latest lead ban proposals, singleuse

plastics and Extended Producer

Responsibility (EPR) rules.

But, notably, there were also farreaching

and detailed discussions about

the statistics around fish stocks, catch

and release and the need for more

data from anglers to not only identify

threats to species but also to ensure

the decision makers in the European

parliament understand what our sport

is all about and what a vital role it plays

in the economy.

Glenn Hughes from the ASA made

it very clear during his summit address

that it is crucial the recreational

fishing industry catches the ear of the

parliament in Brussels to safeguard our

sport.

As EFTTA vice-president Ross

Honey said during the summit: “We

have to be AT the table, not ON it!”

So whatever continent you are

on – and however successful you

believe your industry is right now – it

is crucial to be part of your national

trade association, have your say and get

involved.

They work tirelessly behind the

scenes to lobby, protect and promote.

There’s significant strength in numbers

so it really does pay to ensure we have a

unified voice and strong memberships

for each.

These associations are also all talking

to each other and starting to work

together so now is the time to pay your

part.

While this publication comes out in

February, the vagaries of print mean I

am writing this at the end of 2024.

I am hugely optimistic that, despite

some threats and challenges on the

horizon, 2025 will be a much better

year for us all and we will see a

stronger, more unified global industry

and countless opportunities to grow

and expand both our sport and our

businesses.

/tackletradeworld

/company/tackle-trade-world

WELCOME

FEBRUARY 2025

Contents

08 NEWS

at the moment, what are the key drivers,

Changes at the very top for Rapala VMC as trends and challenges and how do you

the outgoing president and CEO is honoured, ensure you get the product selection right?

while fly tackle giant Far Bank Enterprises 20 SHOP WINDOW

unveils a new distribution deal for parts of We preview a few of the latest fishing reels in

Europe.

various categories that are making waves for

10 NEWS

dealers right now.

Danish-based Catch-Partners adds apparel 22 SAFEGUARDING EUROPEAN TACKLE

brand Skwala to its portfolio, the outdoor BRANDS

industry reveals its worth $1.2 trillion to During the successful EFTTA Angling

the US economy and there are important Summit recently, Lajos Balázs, who heads up

appointments from within at rod and tackle Hungarian line manufacturer Balázs Filament

expert St Croix in the USA.

Technologies, voiced concerns about pressing

12 EARLY BIRDS GET THE DEALS AT ICAST threats in the Europe.

Booking early for ICAST 2025 – the largest 24 WHY RELIX IS THE ‘REEL’ DEAL

angling trade show in the world – can score For more than three decades, Indonesian

exhibitors great deals at one of the best tackle manufacturer PT Central Sarana

investments in sportfishing.

Pancing and its Relix brand has been

14 ANGLING SUMMIT BRINGS KEY PLAYERS supplying quality equipment to distributors

TOGETHER

and retailers across the world.

The first-ever EFTTA Angling Summit

26 SKWALA APPAREL ADDRESSES EUROPE

has been hailed a huge success, with an US brand Skwala started in 2022, with

inspirational line-up of speakers, insight, the aim to “bring innovative design and

opportunities and networking in a relaxed performance technology to fly angling

but business-like atmosphere.

apparel.” Now it is working with Danish fly

18 SPOTLIGHT ON… REELS

fishing distributor Catch Partners in Europe.

The fishing reel market is a dynamic segment 28 DOING BUSINESS WTH… CHINA

of the tackle market but how are they selling China unashamedly sits at the centre of the

12

28

global fishing tackle industry, thanks to its

huge labour force, diverse manufacturing

skills and competitive drive, not to mention a

massive number of anglers.

32 WHY IS THE WORLD LOOKING TO EFTTEX

2025?

With EFTTEX 2025 shaping up to be THE

European trade show of choice, TTW caught

up with organiser Janet Doyle to find out the

latest…

38 SWEDISH FIRMS MUST TAKE

RESPONSIBILITY

Extended Producer Responsibility (EPR) is

a strategy designed to hold manufacturers

responsible for the end-of-life consequences

of their goods. But what does that mean for

the tackle trade?

40 MAKING CONTACT

A quick look at a handful of the latest

products which should be gracing your

shelves as the season approaches.

42 DEFINING A DIGITAL MARKETING

STRATEGY

One of the most effective ways to accelerate

the growth of your brand is to set up a robust

digital marketing strategy. But what does this

mean? And how can you go about it? John

Hunter has some answers…

CONTENTS

18

32

06 WWW.TACKLETRADEWORLD.COM

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NEWS

US outdoor recreational industry worth $1.2 trillion

• Continued from page 3

industry has always known –

outdoor recreation is an economic

force in the United States and is

only getting bigger. Lawmakers

have the opportunity to put this

data to use by crafting policy that

supports and promotes access,

habitat improvement, and clean

water to benefit our outdoor

recreation economy.”

“The BEA data confirms that

recreational boating remains

a strong contributor to the

American economy,” said Frank

Hugelmeyer, president and

CEO of the National Marine

Manufacturers Association

(NMMA) and current ORR

board chair.

“With 93 per cent of boat

builders being small businesses

and 95 percent of boats sold in

the US made in the US, it is

crucial to prioritise policies that

protect access to public waters,

keep marine manufacturers

globally competitive, and drive

US OUTDOOR INDUSTRY STATES ITS VALUE

RANK

OVERALL GDP

(2023)

% OF GDP FROM

OUTDOOR

RECREATION

industry innovation.

“Americans’ passion for

being on the water continues

to fuel both our economy and

our commitment to preserving

outdoor recreation opportunities.”

Paul Bambei, president and

CEO of the Outdoor Hospitality

Industry (OHI) added: “Camping

is often the catalyst for other

outdoor recreation activities,

including fishing, boating, hiking,

biking and many more, and a

growing number of younger

generations, families and diverse

campers are creating lasting

memories together while on these

adventures.

“These campers are spending

an average of $50 per person,

per day in communities where

they are camping, which helps

fuel economic growth locally and

nationwide.”

“The latest BEA data

underscores the undeniable

impact of outdoor recreation on

% GROWTH IN GDP

(2022-23)

% GROWTH IN

GDP (2012-23)

our economy, and RVing plays

a crucial role in that success

story,” said Craig Kirby, President

and CEO of RV Industry

Association.

“More than ever, younger and

increasingly diverse adventurers

are choosing RVs to experience

the outdoors and pursue a

wide range of activities, from

classic pursuits like fishing and

hiking to the rising popularity

of watersports and off-road

adventures. These trends

demonstrate that RVing not only

enhances personal well-being but

also fuels economic growth across

the nation.”

“The BEA’s outdoor recreation

economy data is a critical resource

for demonstrating the importance

of investing in the people and

the places that support high

quality outdoor recreation

opportunities,” said Rachel

Franchina, executive director

of the Society of Outdoor

% GROWTH IN

COMPENSATION

(2022-23)

% GROWTH IN

COMPENSATION

(2012-23)

Recreation Professionals.

“Outdoor recreation is essential

to Americans’ wellbeing, physical

and mental health, and thriving

communities.

The BEA numbers clearly

show that now is the time to

support investments in public

lands and waters, recreational

spaces and infrastructure, and

staffing.”

“Outdoor recreation is a major

pillar of Utah’s identity, enriching

the lives of our residents and

visitors alike,” said Jason Curry,

director of the Utah Division

of Outdoor Recreation. “With

our state’s diverse landscapes

and opportunities for adventure,

outdoor recreation strengthens

our communities, enhances our

quality of life and contributes

billions to the state’s economy.

Preserving and enhancing these

experiences ensures that they

remain a treasured part of what

makes Utah so special.”

% GROWTH IN JOBS

(2022-23)

1 California Hawaii Massachusetts Utah Alaska Idaho Alaska Idaho

2 Florida Vermont Hawaii Idaho Hawaii Utah Nevada Texas

3 Texas Montana Alaska Washington Georgia Washington Maryland Utah

4 New York Alaska Nevada Colorado New Jersey Colorado Georgia Georgia

5 Illinois Wyoming Maryland Indiana Maryland Montana Massachussets Nevada

% GROWTH IN JOBS

(2012-23)

The US outdoor recreation industry, which includes both fishing

and boating, generated $1.2 trillion to the economy, supporting five

million jobs as it grew by more than a third over the past decade.

The annual report from the Outdoor Recreation Roundtable

(ORR) – whose members include trade body the American

Sportfishing Association (ASA) and the Recreational Boating and

Fishing Foundation (RBFF) – also ranked each state in terms of its

value or contribution from outdoor sports.

Based on on the latest data from the US Bureau of Economic

Analysis (BEA) and covering 2023, it revealed that California,

Florida and Texas were the top three states for overall GDP in the

sector, while Hawaii, Vermont and Montana raised the highest

percentage of GDP, with Alaska, Nevada and Maryland seeing the

largest percentage growth in jobs in outdoor sports.

With new data published in this year’s BEA release dating back

to 2012, the rankings also highlight growth since the beginning of

the account period.

ORR president Jessica Wahl Turner said: “The latest data

underscores the undeniable importance of outdoor recreation to

both national and state economies.

“States that prioritise outdoor recreation are creating jobs,

growing local economies, and improving public health while

building more equitable access to the outdoors for all Americans.

These rankings highlight opportunities for states to invest in

outdoor infrastructure and innovation, ensuring that recreation

continues to be a driver of economic growth and quality of life.”

Chris Perkins, vice-president of programs for ORR, added:

“With 24 states now having established offices of outdoor

recreation, the message is clear: outdoor recreation is a priority for

competitive and sustainable state economies.

“We hope these rankings inspire more investment in outdoor

spaces and opportunities for all communities to thrive.”

ORR supports state offices of outdoor recreation across the

country and is leading the effort to establish new offices of outdoor

recreation through access to data, resources, and communications

tools.

More information on ORR’s state outdoor recreation

programmatic priorities can be found on their website.

www.recreationroundtable.org/programs/state-level-work


Rapala VMC appoints new leader amid retirement plan

The board of directors of Rapala

VMC Corporation has appointed

Cyrille Viellard as the new

president and Chief Executive

Officer of the giant tackle

company with effect from March

7th, 2025.

Current president and Chief

Executive Officer Lars Ollberg

will continue in his position until

that date and will then retire after

serving the company for over 45

years in various roles.

Board chairman Emmanuel

Viellard said: “During the

years, Lars Ollberg has been a

significant contributor to the

development of Rapala VMC,

and we would like to thank him

for his long-term commitment

and dedication to the group.

“Going forward, speaking

for the whole board of irectors,

we would like to express our

support for Cyrille

Viellard and the

group’s executive

committee in the

execution of the

strategy.”

Lars added: “I

am pleased of the

appointment of

Cyrille Viellard.

I believe he brings valuable

expertise and vision that will drive

the company forward. As a new

CEO he has a strong background,

extensive industry experience and

a deep understanding of Rapala

VMC’s business.

“When I rejoined Rapala

VMC in May 2023 my role

was to stabilise Rapala VMC’s

situation and I am proud that I

have been able to act as a leader

during this transition period.

“I would like to thank all

employees,

customers, and

stakeholders for

their support and

cooperation during

this transition. Over

the past eight years,

Rapala has had five

CEOs and I believe

appointment of

Cyrille will bring the company

the continuity it needs along with

new growth opportunities.”

Cyrille commented: “I

deeply thank Lars for his

energy, unequalled industry

knowledge and stewardship that

brought trust and unity in our

organization and among our

stakeholders. With our strong

team, I feel greatly honoured

to continue implementing our

defined Rapala VMC roadmap to

further strengthen our operational

excellence and exciting brands.”

Cyrille has worked at Rapala

VMC Corporation since 2014.

Prior to this he worked for

Selectarc Welding & Brazing

Group and Bosch Group.

He has acted as the deputy

CEO of Rapala VMC

Corporation since 2023 while

at the same time managing

the group’s EMEA and Latin

America business region.

Prior to that he was with the

group’s European distribution

management and business

development and later managed

VMC Pêche, the group’s hook

business since 2020. Cyrille

has been a member of the

Rapala VMC Group’s executive

committee since 2015.

www.rapalavmc.com

FAR BANK USES GUIDE FOR DISTRIBUTION IN EUROPE

Far Bank Enterprises, the parent company of

fishing brands Sage, Redington, RIO Products

and Fly Water Travel, has appointed UKbased

Guide Flyfishing to further expand its

established distribution reach across Europe.

A Far Bank partner for 15 years with

a reputation as one of the best fly fishing

distributors globally, Guide Flyfishing will

be taking over Scandinavian distribution

from January 1st, 2025, and throughout the

Republic of Ireland beginning February 1st.

Guide Flyfishing’s deep Far Bank portfolio

will also facilitate the reintroduction of the

Redington brand to the Scandinavian market,

where sister brands Sage and RIO are deeply

entrenched and widely respected.

Far Bank CRO Mike Moore explainerd:

“Guide Flyfishing has a critical understanding

of the Far Bank brands and how to help their

retail partners profitably sell our products.

Cyrille Viellard.

“In addition, Guide Flyfishing’s

commitment to providing extensive stock

availability and the best B2B site in the

business has made them a great Far Bank

partner and one in which retailers will

certainly find new opportunities.”

Guide replaces Fairpoint Outdoors in

Scandinavia following the latter’s exit from the

fly fishing distribution business and takes over

distribution responsibilities in the Republic of

Ireland from Gowen & Bradshaw.

A long-time and highly respected partner

instrumental in growing the Far Bank brands

throughout the region, Gowen & Bradshaw

began distribution of Sage products in the

mid-1980s and the Redington and RIO

product lines in the early-2000s.

John Legg, owner of Guide Flyfishing,

said: “Europe’s fly fishing roots run deep in

Scandinavia and Ireland and the Far Bank

brands have long been an integral part of

those cultures.

“Our proven distribution network in

Europe and our history with Far Bank have

us primed and ready to expand into these

regions and continue to build the Sage and

RIO legacy, as well as revitalise the Redington

brand in those enthusiastic markets.”

Regional retailers have already begun

the transition to the Guide Flyfishing

distribution platform and will benefit from

a comprehensive in-territory training and

support service model for products, sales,

warranty and repairs.

With the move, retailers in these regions

will enjoy competitive pricing at or below their

current levels, as well as expanded Far Bank

product offerings.

www.farbank.com

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NEWS

Skwala catches European partner to grow apparel market

US apparel newcomer Skwala

Fishing has detailed a deal with

Denmark-based Catch Partners

to represent the Skwala brand in

Europe.

This marks the first time

the company’s award-winning

apparel will be available

in Europe and comes in

conjunction with Skwala

opening wholesale partners in

Canada (Fishtales and Bow

River Troutfitters) and Australia

(The FlyFisher).

From February 1st, 2025,

Catch will begin exclusive

distribution for Skwala’s line

of waders, footwear, outerwear,

insulation and sportswear

in Europe, focusing on key

Scandinavian markets like

Denmark, Norway, Sweden and

Finland as well as central and

southern Europe.

Skwala’s CEO and founder

Kevin Sloan explained: “Since

we launched Skwala in 2022, we

have had our eyes on Europe.

The Skwala line of technical

apparel is perfectly suited for the

demands of European anglers.

“When we searched for

European partners to help with

this deployment, Hanna and the

team at Catch quickly surfaced

as the perfect solution. Their

experience with premium brands

will serve Skwala well in this

market.”

Hanna Bossow Vestergaard,

CEO at Catch Partners, added:

“We have been watching Skwala

since it launched. We are

impressed with the experience

of the team, the incredible

product line it has already come

to market with and its vision for

the future. We expect Skwala to

be a leader in fly fishing apparel

in Europe very soon.”

The partnership is the first

step in an expanded distribution

plan for the Montana-based flyfishing

company.

Skwala CMO Rich Hohne

said: “We have seen great

success in our wholesale strategy

in the early years of our business.

With our product line growing

in the next few years, the time is

perfect for the brand to extend

our reach across the globe.”

The partnership will see

the launch of select specialty

retailers in Europe starting with

the spring 2025 line.

www.skwalafishing.com

www.catch-partners.com

ST CROIX

LEADERSHIP COMES

FROM WITHIN

US-based manufacturer St Croix Rod

has promoted two of its team to key

roles within the organisation, which also

encompasses the SEVIIN reels, St Croix

Fly and Rod Geeks brands.

Ryan Teach, formerly product manager

and brand manager, has been appointed to

the newly created position of vice-president

of innovation while former national sales

manager Dan Johnston becomes director

of sales.

St Croix CEO Scott Forristall explained:

“St Croix has always been and will always

be an angler-focused company. We have

grown significantly over the past five years

but that growth hasn’t come from any

simple desire to become larger. It’s been a

deliberate response to the needs of anglers,

fuelled by our unique ability and desire to

provide new and better products that help

them enjoy fishing even more.

“That takes imagination and innovation,

but it also requires experienced leadership.

Ryan and Dan have proven their ability to

spearhead the desired growth of our brands

through creative execution and by always

putting anglers at the forefront of our

decision making.”

As a new member of St Croix’s Executive

Leadership Team, Ryan will head up the

product-development activities of all the

brands.

He said: “I’m grateful to the Executive

Team for entrusting this role to me but I’m

most excited about what actually having a

newly created vice-president of innovation

means to our anglers.

“It’s an outward show of our continued

commitment to support anglers with

new products that deliver better fishing

experiences on all fronts. Our product,

engineering, operations, marketing and

sales teams are completely aligned in this

commitment and everything we’ve done

during my tenure with St Croix has been

for that purpose.”

A 25-year veteran of St Croix’s sales

team, Dan will serve an expanded role in

his promotion to director of sales for the St

Croix and SEVIIN brands.

Dan added: “I’ve committed the great

majority of my career to St Croix because

of my love affair with the brand and its

people. St Croix’s values align with my own,

and because of that, this has never felt like

work.

“I’m surrounded every day by an

incredible team, which includes everyone

from our passionate and skilled employees

to our anglers to our hardworking reps and

dealer partners. It really is a family here and

we work, learn and grow together.

“The fishing industry is changing, and

part of my job is helping our partners

navigate those changes. But fishing – at its

core – remains the same; it will always be

about fun and the other unique rewards

it delivers to each angler. That can never

be overlooked or forgotten. But from an

angler’s perspective, it’s becoming difficult

to know if a brand they used and trusted

yesterday is the same company that’s

worthy of their trust and business today. It’s

our job at St Croix – every day – to prove

that we are.”

Scott concluded: “Working with the

rest of our team, Ryan and Dan have

consistently developed and delivered

the kinds of meaningful innovation

and leadership that create better fishing

experiences for growing numbers of anglers.

“The St Croix Executive Team is excited

to move Dan and Ryan into these expanded

roles where their creativity, work ethics

and fishing knowledge will accelerate and

expand our mission and promise to give

anglers the upper hand on the water.”

www.stcroixrods.com


Online f ishing

bookers join forces

Two of Europe’s leading

providers of online fishing

bookings and data, FishPal

and Elveguiden have joined

forces, creating the European

market leader in this segment

as a result.

The merger brings together

the two biggest fly-fishing

booking services in the UK

& Ireland, Norway, Sweden,

Finland and Iceland. Jointly,

FishPal and Elveguiden’s

websites receive 15 million

visits, generate more than

80,000 rod bookings and

have over 100,000 registered

customers.

The merger will allow the

businesses to offer anglers

a wider choice of locations

and species, more insightful

information to help plan

fishing excursions and a

wider range of exciting travel

experiences.

The combined service

will be able to support

fishery owners with new and

innovative online products,

generating more bookings

and efficiencies, whilst

maintaining both companies’

high level of service and

responsiveness.

FishPal and Elveguiden

will continue their support

for the conservation charities

they work with. In the longer

term, their ambition is to

expand into new regions,

bringing their online offer to

the flyfishing market globally.

FishPal has its roots on

the river Tweed in Scotland

and focuses on generating

fly-fishing bookings via its

FishPal’s Will Draper (left) and

Elveguiden’s founder Patrick

Gimmestad Emblem (right).

fishpal.com website.

Elveguiden was launched

in 2016 and is based in

Norway, from where it offers

online fly-fishing bookings

as market leader in Norway,

Sweden, Finland and Iceland.

It operates elveguiden.no,

and also has a consumer

mobile app with premium

features.

The merged business

will be headquartered

in Bury St Edmunds in

Suffolk and powered by the

SpeedyBooker platform, its

parent company. Elveguiden

will continue to operate

via its offices and staff in

Norway.

Will Draper, head

of FishPal, said: “I am

absolutely delighted that

FishPal and Elveguiden

are joining forces to create

the leading website for fly

fishing bookings in Europe.

Our customers will now be

able to fish in even more

locations.”

Patrick Gimmestad

Emblem, founder of

Elveguiden, added: “‘I look

forward to merging with

FishPal and the opportunity

this gives us to introduce

new products and add more

international destinations

for our anglers to enjoy. I’m

looking forward to working

closely with the FishPal

team in my new role as Head

of International, driving

growth and delivering

even more memorable

fishing experiences for our

community of anglers.”

RAPALA BOSS HONOURED

FOR BUSINESS SUCCESS

There were celebrations at

Finnish lure giant Rapala VMC

as the company’s CEO, Lars

Ollberg, was given a prestigious

national honour in recognition

of the company’s success.

As the country marked

Independence Day on

December 6th, Lars was

awarded Commander of the

Order of the Lion of Finland by

the President of the Republic of

Finland.

Rapala has successfully built

a strong, widely recognised

and respected global brand in

its field over a long period of

time and its strong reputation

and growth were among the

reasons Lars was selected for

the distinction.

Lars said: “Our main

markets, such as North

America, are highly

competitive, and maintaining

our position over the long term

reflects our strong reputation

and solid establishment.

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all continents for many years.

“I have sought to foster a

positive sense of unity, both

within our people and with our

partners. I believe this has been

an essential part of our success.

“I would like to thank

everyone for their support and

commitment over the years.

This achievement belongs to all

of us.”

Lars Ollberg, Rapala VMC CEO.

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www.uniproducts.com

FEATURE

ICAST

EARLY BIRDS GET THE LEADS

AND DEALS AT ICAST

Booking early for ICAST – the largest angling trade show in the world,

held each summer in Orlando, Florida – can score exhibitors deals

at one of the best investments in sportfishing.

Fairy lights illuminated a row of

mason jars on the ICAST show

floor last July. Soft plastic fishing

lures glowed in each, suspended in

a translucent gel that froze each lure in

place.

Inside, tails, antennae and tentacles of

baits designed to catch trophy largemouth

bass reached out towards an aisle, luring

passersby into a conversation with Cade

Thompson, co-owner of Lake Fork Lure

Co.

The display was simple but, in a

200,000sq/ft village of sprawling trade

show booths, the humble row of glowing

fishing lures stood apart from the crowd.

For three days, the simple display lured

in business connections in the same way

the baits inside each jar were designed to

lure in lunker bass.

For Thompson, distributors, retailers,

sales groups and other lure manufacturers

were the prey of choice.

Joining the dots

At ICAST, attendees fish for connections

with the same skill and savvy that they

use on the water. The Texas-based tackle

company says it only needs two dozen or

so connections each year to make ICAST a

valuable return on investment.

Between 20 and 30 per cent of contacts

made at ICAST transform into sales or

partnerships. And, for Lake Fork Lure

Co, that’s enough to make attending the

sportfishing industry’s largest trade show a

yearly “must.”

“At the end of the day, getting everybody

in the same room and getting eyeball to

eyeball is how you build relationships,” said

Thompson.

“That’s how deals get done. So for us,

ICAST is a lot more efficient and cost

effective than traveling all over the country.

And it’s certainly more personal than Zoom

or WebEx calls.”

After acquiring the legacy lure company

in 2022, Thompson and his team promptly

booked a booth at ICAST. Since then,

they’ve made three consecutive trips to the

Orange County Convention Center on a

quest to continue their growth.

Front and centre

With more than 14,000 attendees spanning

hundreds of tackle companies, buyers and

media organisations, ICAST is truly the

epicentre of the recreational sportfishing

world. Businesses and anglers from all

fisheries and all disciplines convene here.

Last year, representatives from 75 nations

attended the show. And added value can be

had for businesses that book booth space

early.

Until February 1st, ICAST floor space

pricing starts at $16/sq ft. That rate

increases, though, as the calendar inches

closer to showtime in July.

Rates increase to $18/sq ft in February

and finally settle at $20/sq ft from April

forward.

For now, that means the “get in the

door” price of an ICAST booth is as low

as $1,600. A booth like Thompson’s would

total closer to $3,200, with the biggest early

bird discount and up to $4,000 from April

onward.

“Booth space at ICAST is highly

sought after,” adds American Sportfishing

Association vice-president of trade show

and marketing Blake Swango.

“Exhibitors can find a booth size for

almost any need if they register early. We

have booths ranging from 100-square-feet

all the way to 4,800-square-feet.”

For Thompson, securing space at ICAST

is a top priority. “This is the number one

line item in our budget,” he added. “We

love coming here.”

The Orange County Convention Center

is located just 12 miles from Orlando

International Airport, which services more

than 160 international destinations in 27

countries.

Learn more about ICAST – set for July

15th to 18th in Orlando, Florida – and

reserve booth space at:

www.icastfishing.org


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FEATURE

ANGLING SUMMIT

BRINGS KEY INDUSTRY

FIGURES TOGETHER

The first-ever EFTTA Angling Summit has been hailed a huge success,

with an inspirational line-up of speakers, insight, opportunities and

networking in a relaxed but business-like atmosphere.

Welcoming around

80 visitors from

international tackle

industry, European

Fishing Tackle Trade Association

(EFTTA) president Gerard Bakkenes said:

“We are here to talk about the challenges

but also all of the positives in the industry.

We need more tackle boxes and less

X-Boxes.

“Data and statistics will help us to prove

the vaoue of recreational fishing. As an

industry, we should be AT the table, not

ON the table…”

Vice-president Ross Honey, who chaired

the event, paid tribute to those attending

and to the diverse group of people and

businesses represented on the EFTTA

board, adding: “Together, we are stronger.”

Facts and figures

The event kicked off with a fascinating

presentation by Cecile Fouquet of

Alienor about their work over the last

decade lobbying the EU on behalf of

angling and the trade.

She explained: “The European Union

makes many decisions on the gear we use,

on tourism, about trade and online sales,

the way payments are made and much

more. That is why we need to present in

the European Parliament”

Joana Patricio, the fisheries control

expert from DG Mare at the European

Commission, outlined a series of new

rules and tools coming in very soon for

reporting some species catches across

the EU’s recreational fisheries and

stressed the importance of the data being

collected and how it will affect future

decisions.

The attendees at the event in Berlin

enjoyed an insightful presentation

about the threats of Extended Producer

Responsibility as it relates to plastic

courtesy of Peter Lyngby, president of the

Danish Tackle Trade Association.

He said: “We need to take the issue

of plastic use within our industry very

seriously and so does the EU.”

Several key players in France and

Sweden, among others, including Rapala

VMC and Fladen Fishing, outlined

their own experiences about the issue of

EPR and how the trade needed to work

quickly to safeguard itself.

Prof Robert Arlinghaus from IGB

and Humbolt University, Berlin offered


some fascinating statistics on the effects

of catch and release on various species

and how can best practice improve these

further.

Inspiring presentations

There was inspiration courtesy of Tintti

Drake from the Finnish Federation

for Recreational Fishing, detailing

how she and her team have been

boosting the number of female anglers

in the country through its “Mimmit

kalastaa!”(translated as “gals fishing”)

initiative.

The inspiration continued with David

Lyons from UK mental health charity

Tackling Minds outlining how his

addiction issues encouraged him to help

others by getting them fishing.

The UK industry has backed him

so far but it seems there is demand

across Europe and the world for such a

fantastic concept.

EFTTA ANGLING SUMMIT

Strength in numbers

Robert Marx, president of the European

Boating Industry, outlined the

importance of working closely with the

tackle trade.

He revealed that 40 million Europeans

go boating each year and there are 6.5

million boats across the continent, with

20 per cent of European anglers fishing

from boats.

The industry comprises 32,000

companies employing 280,000 people

and he added: “Really, we are both

important niches and there are a huge

range of benefits to working more

closely together with EFTTA.”

Glenn Hughes, the president of the

American Sportfishing Association,

beamed into the Summit during the

afternoon, which was especially welcome

given that it was Thanksgiving Day in

the USA.

He revealed that one in six – or 57

million – of the 335 million population

in the US goes fishing, compared with

one in 30 in Europe and explained how,

through a 10 per cent excise tax on

fishing tackle, the industry generated

almost $382 million dollars for

restoration projects last year.

Attendees were also given a useful

overview of the pending EU lead

restrictions from EFTTA lobbyist Jan

Kappel, who warned that the proposals

could finally be brought to the table in

2025.

Science and anglers

Using competitive anglers as a scientific

tool (CAST) is a great way to research

fish species and habitats and Prof

Gordon Watson and his team from the


FEATURE

University of Portsmouth detailed what

they had done via the UK’s Sea Angling

Classic event.

A great way to finish up the first-ever

EFTTA Angling Summit was a panel

comprising the EFTTA board, lobbyist

and the European Anglers’ Alliance,

giving their views on the future of the

industry and how everyone can work

together.

It was a superb note to end on as the

delegates head for a networking dinner

in the evening and a talk from Professor

Bella Urbanyi on how science can help

the angling sector.

Wrapping up

Among the attendees was Per Henrik

Bengtsson, from Fladen Fishing, who

really enjoyed the summit.

He told TTW: “It was very well

organised and had many interesting

speeches. We do have some mutual

challenges and I am happy EFTTA exists

and can be our mutual voice in the EU. It

is sure needed and well-spent money.

“The day was informative and will

help me to argue for more recreational

fishing. The more companies that join

EFTTA, the more resources we will have

to protect our interests.”

While Nico Hauschke, from Capt

Greenfin, added: “The EFFTA Summit

provided us with valuable insights

into the organisation’s work and the

importance of having a strong voice for

the fishing industry in political debates.

“As a young fishing start-up focused

on developing materials and products for

the industry to reduce plastic and extend

our environmental impact, we’re excited

to align with relevant stakeholders who

value innovation and the preservation of

our waters and ecosystems.”

The date for the 2025 EFTTA Angling Summit has

already been confirmed as Thursday, November 27th,

once again at hub27 in Berlin.


FEATHER

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SPOTLIGHT

SPOTLIGHT ON

REELS

The fishing reel market is a dynamic segment of the tackle trade and pretty

much every rod requires a reel (outside of fishing poles). But how are they

selling at the moment, what are the key drivers, trends and challenges and how

do you ensure you get the product selection right?

The fishing reel market is

a significant component

of the global fishing gear

industry, which was valued at

approximately $15 billion in 2023. Fishing

reels, accounting for a substantial share

of this value, have seen consistent growth

fuelled by increasing interest in recreational

fishing, the expansion of angling tourism

and innovations in reel technology.

According to recent estimates, the

reel market is projected to grow at a

compound annual growth rate (CAGR)

of four to six per cent from 2024 to 2030.

North America, Europe and Asia-Pacific

dominate the market, with the US, Japan,

and China representing leading countries in

manufacturing and consumption.

Fishing reels are categorised into four

primary types, each serving specific angling

needs.

Spinning / Fixed Spool Reels

Versatile and beginner-friendly, these are

the most popular types as they are easy to

use category, simple to maintain and can be

used from everything from float fishing on

rivers, lakes or at sea, to hauling big carp and

catfish, to casting lures to bass and predators.

Their open-face design, adjustable drag

system – either front or rear to control the

amount and rate of line a fish can take – and

ease of use appeal to casual anglers.

Essentially, such a reel features a nonrotating

spool that is fixed in place. A bail

arm rotates around this spool, winding the

line around it when reeling in.

Generally, the more ball bearings a reel

has, the better it will perform. Entry-level


fixed spool reels are likely to have a single

ball bearing, whereas high-end reels will

have many more.

More and more manufacturers are using

the latest materials and technology to

make reels lighter and stronger to cope

with a range of conditions and species

while offering improved line lay for better

and further casting

One key development occurred back

in 1985 when Shimano introduced its

revolutionary Baitrunner reels, allowing

line to be pulled off the reel with the bail

arm closed, essentially allowing a fish to

run with the bait it had picked up before

the system is fully engaged again to reel

it in.

Today, free-spool reels – the generic

name since Shimano quite rightly

trademarked Baitrunner – are used widely

by carp anglers as well as some barbel and

predator fisherman.

Baitcasting Reels

Favoured by more experienced anglers,

baitcasting reels provide precision and

control. They are ideal for catching larger

fish and multiple casts, thanks to their

higher line capacity and powerful drag

systems.

They are not as angler friendly as

spinning reels since you must keep the

spool under control during each cast

or it will turn into a bird’s nest of line.

Experienced anglers will use their thumb

to brake and control the line as they are

casting to prevent backlashes or tangles.

Popular with bass anglers in the USA,

these are now increasing in use throughout

Europe, most notably for predator fishing,

where the lightweight design and direct

contact make working lures extremely

efficient and rewarding.

Multipliers

So-called because turning the handle

a single turn causes the spool to rotate

multiple times, thanks to the configuration

of the gear ratio, these boast a freerunning,

adjustable spool for greater

casting distance while the cranking power

of the spool is more effective and efficient

when reeling in.

These are particularly favoured when

sea fishing and beach casting a very long

distance. The high ratio provides the

retrieve speed to get rigs up off the sea bed

and high in the water, away from snags.

Offshore boat anglers use multipliers to

retrieve lures and pirks from great depths.

In addition, they are powerful reels ideally

suited for playing big, hard-fighting fish.

These reels use a clever braking system

which reduces the speed of the spinning

spool during a cast, making the reel more

manageable and providing additional

control.

They are typically offered with either a

centrifugal or a magnetic braking system;

generally the latter are thought to offer

the best performance but they are also the

most expensive.

A level-wind system lays line across the

spool evenly when reeling in so that the

angler has no need to do this manually.

Fly Reels

Fly reels are essential for fly fishing,

a specialised method that uses heavy

casting lines and artificial flies.

Arguably the simplest of all fishing

reels, since many are little more than a

drum to store a fly line and sufficient

backing.

Line is removed from the reel by hand,

with anglers selecting the optimum

amount to make their cast.

Turning the handle of the reel wraps

the line around the arbor, allowing a swift

retrieve once the fish is hooked.

Again, there has been a move towards

lightweight but tough materials such as

aluminium, steel, magnesium, plastic,

carbon fibre and composites.

The majority tend to be die-cast

aluminium as they are cheaper and easier

to produce and work perfectly well,

although barstock aluminium reels are

considered the best; machined from single

blocks of aluminium they’re lighter, more

resilient and can easily last decades if well

looked after. However, this makes them a

bit more expensive to purchase.

Many boast interchangeable spools

or cassette systems and can be easily

converted from right to left hand

retrieves.

Fly reels come in various shapes

and sizes to suit different types of

fishing styles and tend to vary in size,

construction and drag.

This determines not only their specific

usage but also their price.

These reels are designed to balance the

rod and provide smooth line retrieval,

crucial for catching species like trout and

salmon.

Market trends

Since every angler is unique and fishes

in different ways, customisable reels have

long been popular with those seeking

equipment tailored to their specific

preferences. Features like interchangeable

handles, adjustable drag systems and

personalised or eye-catching aesthetics

are increasingly available.

The integration of smart technologies

into fishing reels is an emerging trend.

Smart reels equipped with sensors and

Bluetooth connectivity can provide

real-time data on casting distance, water

depth, and fish activity, enhancing the

experience on the water.

Penn, meanwhile, won the ICAST

2024 Best New Product with its

showstopping Fathom Cordless electric

reel, said to be the first of its kind.

Modern reels are designed to be

lightweight and portable, catering to

the needs of traveling anglers and those

seeking ergonomic equipment.

A growing number of women

and young people are entering the

fishing community. Manufacturers are

responding with reels designed for

smaller hands, lightweight models and

more appealing designs.

Brands like Shimano, Daiwa, Penn

and more are leading efforts to produce

sustainable fishing gear. This includes

the use of bio-based materials and the

development of recyclable components.

Regional insights

North America represents the largest

market for fishing reels, driven by the

strong culture of recreational fishing in

the USA and Canada. The presence of

established brands like Penn, Abu Garcia,

Daiwa and Shimano – alongside newer

names like SEVIIN, further supports

market dominance.

Europe is another significant market.

In many areas like the UK and central

Europe, specimen fishing on rivers or

carp fishing in lakes has helped this sector

grow.

Predator fishing, especially with lures, is

also a growing trend throughout Europe,

both west and east while Scandinavian

countries drive demand for fly reels,

where innovation is still being seen.

With its abundance of coastline, there

are also plenty of opportunities to supply

larger multipliers throughout many areas

of Europe.

The Asia-Pacific region is witnessing

rapid growth, fuelled by increasing

disposable incomes, growing recreational

fishing popularity and the expansion of

domestic manufacturing.

Japan and China lead in both

consumption and production, however

an increasing number of other localised

brands – like the giant Taiwanese name

Okuma or smaller businesses such

as Indonesia’s Relix – are grabbing

market share, thanks to their speed of

development and keen pricing.

While smaller in size, South America

and Africa regions hold untapped

potential due to their abundant

natural water resources and increasing

tourism. Governments are investing in

infrastructure to support recreational

fishing, which may boost reel demand.

Whether sea fishing or tackling giants

on inland waters, the reel market here

– both fly and conventional – is getting

stronger day by day.

REELS


SPOTLIGHT

NAUTILUS

GTS REELS

The GTS reel is designed for line classes 5 to

8, with its featherlight design, this is indeed

a lightweight reel which provides effortless

handling with a weight of only 150g.

With the GTS series, it is quick and easy to

change the retrieve from left to right. And,

with the enhanced drag adjustment, you

gain better control in every fishing condition.

The 24mm hex shape spool release cap

makes it easier to tighten and loosen the

drag, with cold fingers or during a hectic

fight.

External backing markers simplify backing

and line set up for optimal line weight.


DAIWA

TATULA SV100

This refreshed version of the SV100 is laden with upgrades, most notably its

groundbreaking SV BOOST System.

The system employs a proprietary spool and paired technology that lets a

novice angler cast like a pro. Backlash is virtually eliminated as the spool selfmanages

resistance throughout the duration of a cast.

Spool speed is controlled at the start of a cast – where backlash typically

happens – and relinquishes resistance progressively as the bait flies.

There’s also Daiwa’s HYPERDRIVE System, also formerly dedicated to more

expensive models.

It all makes for an excellent multipurpose baitcasting reel, offering a higherend

experience along with many of Daiwa’s top features and technologies at an

attractive price, perfect for bank and kayak anglers.

www.daiwa.us

ABU GARCIA

IKE SIGNATURE SPINNING REEL

Precisely developed with Mike Iaconelli to achieve top tier performance

for a wide variety of techniques, these reels have a lightweight

aluminium frame, 8+1 stainless steel bearings and a machined gear

system.

The Rocket Line Management System provides better control of all

types of fishing line while the Rocket Spool Lip design allows better

control of line coming off the spool.

The machined aluminium, braid-ready spool allows braided line to

be tied directly to the spool without any slip. There’s also an Everlast

bail system for improved durability

www.abugarcia.com

MITCHELL

MX PRO REELS

Reliable performance and effortless style in affordable

packages – this is what you get with the MX Pro Reels Series.

They incorporate strong and lightweight graphite bodies, along

with a precise gearing to provide smooth operation, precise

control and both accurate and effortless casting all day long.

An easy choice for every predator angler, they are available in

5.1:1 or 6.2:1 gear ratios with between 4+1 to 8+1 ball bearings,

according to the model, and semi-slow oscillation.

www.mitchellfishing.eu


GTS BY NAUTILUS REELS

LIGHTWEIGHT

EFFORTLESS

SMOOTH

DISTRIBUTED IN EUROPE BY CATCH PARTNERS

FEATURE

MORE ACTION

NEEDED TO

SAFEGUARD EUROPEAN

MANUFACTURING

During the successful EFTTA Angling Summit recently, key players in the

trade voiced their concerns about pressing threats from legislation in the

European Parliament. Among those keen to outline how the industry is

tackling issues is Lajos Balázs, who heads up Hungarian line manufacturer

Balázs Filament Technologies.

The European Fishing Tackle

Trade Association Angling

Summit was a fantastic event.

We believe it is essential to

meet industry representatives, connect

in person, listen to engaging keynote

speakers, and participate in social and

networking activities in the evenings.

We hope that in the future, the event

will continue to grow, particularly with

increased participation from European

manufacturers.

While discussing new European

Union regulations and lobbying for our

industry are crucial, we would like to see

the scope of discussions broadened to

address other urgent issues.

We also suggest gathering input from

participants ahead of time to determine

which topics they are most interested in.

Facing the challenges

EU overregulation is a pressing issue but

other challenges, such as the outsourcing

of production to China and engaging

new generations in sport fishing, are

equally important.

Over the past 30 years, nearly all

production has moved to China – not

just in our industry but across many

sectors. As a result, most businesses are

now centred around trade, with very

little value being added through local

production.

This shift has reduced the economic

value generated, resulting in lower

purchasing power within our industry.

We are already seeing the consequences

of this trend in other sectors as well.

To address these challenges, we believe

it is vital to form a strong alliance

among key players in our industry. In

addition to outsourcing, we must also

focus on environmental issues and the

EU’s regulatory approach.


BALÁZS FILAMENT TECHNOLOGIES

Making the figures clear

One of the main topics raised at the

summit was plastic waste in our waters

and the role our industry plays in it.

While it’s true that recreational

anglers may occasionally lose some

plastic lines, these lines typically break

at the knots, which are usually at the

end of the line. As a result, the amount

of plastic line lost in the water is

minimal.

It’s important not to confuse

recreational fishing with commercial

fishing. We believe that stricter

environmental regulations should be

applied to commercial fishing, as they

contribute far more plastic waste to our

waters than recreational fishing.

Moreover, recreational anglers

are generally more environmentally

conscious and are less likely to leave

used lines behind.

A possible solution to the plastic

waste issue could be the establishment

of collection points for used fishing

lines and spools at local angler shops.

We would like to reiterate that

recreational anglers generate very little

plastic waste from broken lines.

Solving the issues

At our company, where we manufacture

plastic lines, we recycle our production

waste, which is about three per cent.

For plastic spools, we use only recycled

plastic materials, and this year, we

introduced biodegradable spools that

leave no microplastics after degrading.

Additionally, our packaging is made

entirely from recycled paper, including

cartons, inner liners and individual

boxes, most of which end up in

selective waste collection.

These are just a few of the important

topics we could discuss at future

summits, provide data to lobbying

groups and share through industry

publications.


FEATURE

RELIX

RELIX IS THE

REAL DEAL FOR

RELIABLE TACKLE

For more than three decades, Indonesian tackle manufacturer PT Central

Sarana Pancing and its Relix brand has been supplying quality equipment to

distributors and retailers across the world. TTW found out more…

How long has Relix / PT Central Sarana

Pancing been operating and what facilities

do you have?

The company has been established since

1991, so we have been going for almost 35

years.

Our six factory buildings across Indonesia

cover an area of 148,413 sq/ft. These

encompass an injection and die casting

building, a reel factory, monofilament line

production factories and one for braided

lines.

We also have our own research and

development facility, a quality control area

and even an on-site fishing pond for product

testing.

In addition, we have a product

development team that comes up with ideas,

designs tackle and ensures it is subject to

rigorous field testing.

What are your key product lines?

As you will see from the details of our

various factories above, we are specialists

in the manufacture of spinning reels,

monofilament and braided lines, tackle boxes

and fishing rods.

Do you have any new products you have

released in the last year or two? If so, what?

We have a number of recent product range

launches in several key sectors.

In terms of monofilament fishing

lines, these have most notably been Relix

Defender and Relix Nusantara Bening

fluorocarbon in three colours: clear, green

and pink.

In braided lines we have released

Relix Solid X 838, Relix Nusantara Bias

fluorocarbon and Gindara braided line.

Another key area for development has

been our Relix Nusantara fishing rods:

Cangkek Alap-Alap, Cacing Merah Gen

2, Gindara Type R series, Sisik Gen 3,

Cangkek Lang-lang and Capung Gen 4

Series.

Which markets are you most active in? Are

there any territories you wish to expand

into or grow?

Right now we are probably most active in

Australia, South Africa, parts of Europe and

Asia.

We have big expansions plans, though, for

more coverage in Europe and Asia, not to

mention strong growth in the USA.

How do you see the global fishing tackle

market right now?

We are pleased to say that we believe the

global tackle market has returned to its

normal demand after it has experienced

significant overstocking and inventory

issues.

By introducing new products, we are

confident that the 2025 market looks much

more promising than the last couple of

years.

Why should other companies but their

reels, lines or other tackle from you rather

than another supplier?

From our point of view, we would say that

we continuously release new products to

market, so we are confident our customers

will be able to grow and compete in their

market by working closely with us.

What plans do you have to continue your

growth in the future?

Firstly, as mentioned above, we are planning

for strong growth in Europe next year and,

with that in mind, we plan to have an office

and warehouse in Europe next year.

As for new product developments, we will

continue to develop more lines, rods, reels

and other new and innovative products.

As if that wasn’t enough, we are also

planning to add further braided line

capacity.

WhatsApp (English inquiries): +62 877 802 8925

sales@relixfishing.com

www.relixnusantara.com


ELECTRONIC

LOOKING

FOR PARTNERS

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F I S H

S O U N D

LIVINGSTON’S EBS TECHNOLOGY PUTS

THE POWER OF SOUND AND SCIENCE

INTO EVERY CAST.

ERICK ARNOLDSON

VP OF SALES & MANUFACTURING

ERICK.ARNOLDSON@LIVINGSTONLURES.COM

US# 1-800-678-7841 CELL# 210-410-2041

CROWNED

BEST HARD

LURE

AI LIVE FAIR

BUDAPEST HUNGARY

2024

FEATURE

SKWALA

A NEW NAME FOR QUALITY

FLY FISHING APPAREL

Skwala started in 2022, with the aim to “bring innovative design and

performance technology to fly angling apparel.” Recruiting experts in the field, it

has been winning over consumers and retailers alike and has just begun working

with Catch Partners in Europe.

Founder and CEO Kevin Sloan

described Skwala’s origins

very simply: “I was tired of

uncomfortable fishing: wearing

clothes that felt stiff, heavy, baggy, cold or

sweaty.”

Sloan got his start in the outdoor

industry first as a fly-fishing guide in

Colorado and New York and then as a

product developer for Orvis. He helped

with the start of the hunting apparel

company Sitka Gear and, for a decade, was

that company’s president.

But finally, after those successes, he

found himself in a place where he could

follow his true passions – fly fishing and

product development.

“I’m a product guy at heart,” said Sloan.

“I felt like the fly-fishing space needed a

kick in the butt and I knew there were a

lot of good people out there who also had

some different ways of looking at products,

especially in the textiles arena.

“So, I recruited a team that has helped

build some of the most respected brands

out there – Sitka, Yeti, Orvis, Arc’teryx,

Patagonia, Simms, Burton and others.”

Sloan courted a small crew with sharp

minds, tight loops and creative ideas,

convincing them to join forces and become

Skwala.

Simply the best

Head of brand, Rich Hohne, explained

Skwala’s philosophy: “We don’t make good

gear. We don’t believe in making pricepoint

(aka cheap), mid-grade, and top-tier

waders. We only build the best gear –

everything excels in its intended use.”

Skwala aims to make innovative, quality

fly fishing focused apparel for anglers who

take the sport seriously.

“We’re making gear no one has thought

of in fly fishing,” said Sloan. “A fully

waterproof jacket that stretches like a

squirmy worm, waders that move with you

so you don’t have to move inside them,

wet-wading pants that dry by the time

you get back to the truck, light-as-air sun

hoodies that still offer 50+ UPF protection.

“We’re completely rethinking fishing

apparel design, from the burly gravel

gaiters on our waders to the unique scubahoods

on our sun shirts and everything

in-between.”

Growth and expansion

Skwala has found success in its first few

years, launching three collections of

outerwear (RS, Carbon and Backeddy –

each designed for different fly fishing styles

and situations), a sunwear collection (Sol)

and two collections of insulation (Thermo

and Fusion – Merino wool and synthetic,

respectively). This year it is expanding its

offerings with two styles of wading boots

(RS and Carbon).

“Wading boots are the perfect challenge

for what we do at Skwala,” according to

Sloan. “We are building boots for the

angling situations where we know anglers

will push them, and we’re very excited for

people to get these boots out on the water.

We’re going to blow some minds.”

Skwala is represented in Europe

exclusively by Catch Partners.



INNOVATIVE

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LEGENDARY

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On the confluence of heritage and

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monsters hide. The brand-new Beast

softbait range offers the perfect

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to help you to tackle every situation

you encounter. Whether it is slow

rolling your softbait over shallow

vegetation, or following the contours

of deep water structure, you can rely

on the Beast softbait to entice the

beast from the depths.

Beast Softlures

©2025 Pure Fishing, Inc.

BUSINESS

CHINA

D O I N G B U S I N E S S W I T H . . .

China unashamedly sits at the centre of the global

fishing tackle industry, thanks to its huge labour force,

diverse manufacturing skills and competitive drive, not to

mention a massive number of anglers.

China is the third

largest country in

the world and has

the second largest

population, borders 14 other

nations and spans five time

zones.

Beijing, the capital of the

People’s Republic, is also

the cultural, economic and

communications centre of

the country, Shanghai is

the main industrial city and

Hong Kong is the leading

commercial centre and port.

As well as being considered

as one of the cradles of

civilisation, China has also

become one of the most

important manufacturing

powerhouses in the world.

A huge labour force,

relatively low labour costs,

a highly developed and fast

evolving business ecosystem

of networked suppliers and

supply chain efficiencies have

all helped it become “the

world’s factory”.

It has acquired some highly

sophisticated production

facilities through foreign

investment and joint ventures

with overseas partners while

the technological level and

quality standards of many of

its industries have improved

rapidly and dramatically.

Between 2020 and 2022,

the Covid-19 pandemic

had a significant impact on

China and its economy as

lockdowns and restrictions

saw travel halted for many

as well as factory closures,

meaning many goods were

in high demand and short

supply, alongside the loss of

key shows and trade events.

FISHING

Although China has been

a relative latecomer to

recreational fishing, it is

now seeing a rise in interest,

especially among the younger

generation. According to

some reports, it generated

equipment sales of over

98.5 billion yuan (US$15.2

billion) in 2019, which is

twice as much as just five

years before.

For a very long time here,

fishing carried the reputation

of being a low-key, modest

and somewhat unfashionable

recreational activity.

Seemingly a popular hobby

for retirees only, recently,

it has become trendy

among China’s Gen Z and


ECONOMY

FOCUS

CHINA

GDP $18.73 trillion (USD)

GDP Growth rate 4.5%

GDP per capita $12,969 (USD)

Unemployment rate 5.3%

Top Export Partners:

USA - Hong Kong - Japan - South Korea - Vietnam

millennial demographics in

an astonishing culture shift.

Some of this has been

down to the increased

push for lure fishing, with

a number of tournaments

attracting not just locals

but international teams too.

The rise of fishing

influencers, who share

videos online, has also

significantly contributed to

this growth.

Deng Gang and Liu

Zhiaqiang have around

40 million followers

between them on Douyin

(the Chinese version of

TikTok) while Chinese

Ge Xiaoge – dubbed the

Fishing Princess – has risen

to social media stardom,

with 3.7 million followers

on Douyin and counting.

What sets Ge apart is that

she is a female angler and

is helping boost the sport

among women.

Fishing tackle can cost

anywhere from a couple of

hundred yuan to a couple of

thousand, so fishing today

attracts a relatively welloff

demographic who tend

to have both free time and

disposable income.

Top Import partners:

Taiwan - USA - South Korea - Japan - Australia

FACT FILE

Capital: Beijing

Population: 1.409 billion

President: Xi Jinping

Official language: Mandarin

Time zones: China Standard Time (GMT+8)

Currency: Renminbi (CNY)

Internet domain: .cn


BUSINESS

Lure fishing attracts

both locals and

overseas competitors.

Manufacturing is at the

heart of the Chinese

tackle industry.

More women are

taking up fishing,

thanks to the

efforts of social

media influencers.

Fishing tournaments

are extremely popular

everywhere in China.

GROWTH OPPORTUNITY

Throughout 2024, China’s

fishing tackle market is

expected to have shown

significant growth and

changes in trends.

According to the latest

market research report,

China’s fishing tackle market

will reach 31.28 billion yuan

in 2023, of which the value

of fishing tackle and other

related products will be

13.13 billion yuan.

In recent years, with the

improvement of residents’

income levels and the

increase in demand for

leisure and entertainment,

fishing activities have

become increasingly popular

in China.

This trend has promoted

the rapid development of

the tackle market – covering

not just traditional rods,

reels, lines and hooks but,

increasingly, it is seeing

emerging products such as

smart fishing tackle and

environmentally friendly

gear.

Technological innovation

is an important factor

driving the development

of the sector. Many

companies invest a lot of

resources in the research

and development of new

materials, new technologies

and new products.

For example, smart fishing

rods, electronic fish floats

and automatic fishing

machines are gradually

entering the market, meeting

consumer demand for highquality,

high-performance

products.

Competition in China’s

fishing tackle market

is fierce, with major

manufacturers vying for

market share by continuously

improving product quality

and service levels.

At the same time, the

trend of branding and

high-endisation is obvious,

and consumers are paying

more and more attention

to the brand and quality of

products.

With the rapid

development of e-commerce,

online sales have become

an important channel for

the fishing tackle industry.

More and more consumers

choose to purchase fishing

tackle products online and

enjoy a convenient shopping

experience.

At the same time, offline

physical stores are also

actively seeking cooperation

with online platforms

to achieve integrated

development of online and

offline stores.

Environmental protection

issues have received

increasing attention,

and fishing tackle

companies need to choose

environmentally friendly

materials to reduce their

impact on the environment.

Some fishing tackle

products with environmental

protection functions are

also gradually favoured by

consumers.

Overall, China’s fishing

tackle market will show

positive trends in 2024

in terms of technological

innovation, product

upgrades, brand development

and environmental

protection.

With the diversification

and personalisation of

consumer demands, the

fishing tackle market will

continue to grow rapidly,

bringing more development

opportunities to the industry.

TACKLE INDUSTRY

China is a stronghold of the

global tackle manufacturing

industry, including

manufacturers, wholesalers

and, crucially, OEM

suppliers, who make products

for many of the brands we all

know and love today.

There cannot be many

tackle brands around the

world that don’t have

something in their portfolio

that bears the legend Made

In China.

The tackle industry is

based in different provinces

including Zhejiang,

Guangdong, Jiangsu and

Shandong.

The main industrial bases

30

WWW.TACKLETRADEWORLD.COM

CHINA

Tackle manufacturing facilities

are common in many provinces.

of China’s fishing tackle are

in Weihai City, Shandong

Province (fishing rods and

reels), Guangdong Province

(rods, reels and bait), Gu’an,

Hebei Province, and Xian

County (low-end rods,

small accessories), Henan

Xiping (nets), Linxiang City,

Hunan Province (buoys),

Zhejiang Jinhua (lines,

integrated wholesale), Hubei

(lures), Sichuan (lures and

accessories) and Hunan

(hooks). The Chinese have

a history of fishing going

back thousands of years but

the modern fishing tackle

industry was transferred from

Japan, Taiwan, Korea, and

other places after 1980.

Starting from Weihai,

perceived as the global

epicentre of fishing tackle

production – since 2008 it

has been thought to produce

80 per cent of fishing tackle

products in the world – there

are two types of fishing

tackle factories in China:

domestic sales and export.

The production of fishing

tackle exported abroad, or the

production of fishing tackle

sold in China, are often

two completely different

production lines, with

completely separate factories.

SHOWING UP

There are a string of fishing

tackle shows throughout

the year across the country

but the biggest and most

influential is the trade-only

China Fish.

The 31st edition of the

show takes place from

February 7th to 9th at

the China International

Exhibition Centre in Beijing.

Last year there were

around 700 exhibitors for

this key event – including

250 new names – and the

signs are that there will be

similar numbers this time

around.

China Fish draws

international buyers from

approximately 80 countries

(there were around 1,200

in 2024), cementing its

reputation as the go-to

event for fishing tackle

professionals around the

world.

It showcases a vast array of

fishing tackle and its related

products and suppliers

are dedicated to meeting

competitive pricing and

quality standards.

Exhibitors hail from 19

provinces and municipalities

in China, encompassing

all the major tackle

manufacturing hubs.

China Fish president

Li Jiang explained: “The

Chinese fishing tackle

industry is becoming more

vibrant and proactive after

overcoming numerous

challenges.”

“China Fish has been

identifying and supporting

fishing tackle enterprises that

embody creativity, innovation

and craftmanship spirit to

take the stage on the global

platform.

“Remarkably, over 95

per cent of our exhibitors

are source manufacturers,

offering direct production,

competitive pricing, and

customisation options, which

streamline the supply chain

for our international clients.”

China Fish is seen as a key

event in the tackle trade

show calendar each year.

WWW.TACKLETRADEWORLD.COM

31

FEATURE

EFTTEX

WHY THE INDUSTRY IS

EXCITED ABOUT EFTTEX 2025

With just over seven months

to go, how are stand sales

going for EFTTEX 2025?

Sales for EFTTEX 2025

are going well, we are 40 per

cent sold (as at December

13th), with many more on the

horizon. We are welcoming

our regular exhibitors back and

also new ones who have not

exhibited in the past.

EFTTEX will be exhibiting

at China Fish in February.

We will be on stand C-260 in

the international aisle and are

looking forward to meeting,

in person, many other regulars

and signing them up.

What has been the

industry’s response to the

announcement of EFTTX 2025?

The industry is excited to have

the trade show back, they are

keen to support the European

Fishing Tackle Trade

With EFTTEX 2025 from September 10th to 12th in Brussels

shaping up to be THE European trade show of choice, TTW caught

up with organiser Janet Doyle to find out the latest…

Association (EFTTA)-backed

show, as they understand the

importance of re-investing

profits back into the fishing

tackle industry. EFTTEX has

been a regular show for almost

40 years and has been missed

by many.

You have offered discounts to

EFTTA, American Sportfishing

Association (ASA) and

Japanese Fishing Tackle

Manufacturers’ Association

(JAFTMA) members. How

important is it to have the

backing of the key regional

trade associations?

It goes without saying how

important the backing of the

key trade associations is. They

represent their members, the

industry and want what’s best

to future proof fishing tackle.

Having their backing

elevates the reputation of the

shows associated with them –

ASA/ICAST, JAFTMA/Japan

Fishing Fest and EFTTA/

EFTTEX.

Exhibitors and visitors

know that shows backed by

trade associations are strong,

reputable and re-invest profit

back into the industry.

Why is Brussels such an

exciting venue choice for

2025?

Brussels is centrally located

in Europe and has direct air

connections from all over the

world. In addition, EFTTA’s

office is also located there and

it is where all the important

lobby work is done.

What else can exhibitors and

visitors look forward to when

they come to EFTTEX 2025?

For a start, there’s the return

of the ever-popular gala

dinner, which will take place

on Thursday, September 11th.

The winners of the best new

product competition will be

awarded that evening.

It has always been a

highlight of the show week

and we are delighted to be

putting it on again. We also

have a few other initiatives

that are in discussion at

the moment, which will

be revealed in the coming

months.

When can buyers/visitors

register for EFTTEX 2025?

We plan to open visitor

registration three to four

months before the show, so

from May/June 2025.

Watch out for the

announcements and keep an

eye on the website.

www.efttex.com


OVERVIEW OF SUZHOU 2024 WINTER FISHING

GEAR EXHIBITION

The three-day Suzhou 2024 Winter Fishing Gear Exhibition opened in Suzhou from December 6th to

8th. This exhibition brought together nearly 500 fishing tackle manufacturers from all over the country to

participate in the exhibition. The organizer invited buyers and fishing enthusiasts from all over the country

to gather in Suzhou to share the industry event.

The organizer held many interactive activities on site to bring a highly participatory fishing sports experience

event to the audience. The organizer of the exhibition also cooperated with Red book to bring an online

topic note activity of not closing the rod in winter. During the exhibition, this theme note can be published

to obtain corresponding traffic support!

A highlight of this exhibition is that the organizer invited the CRAA Small Object Fishing Branch and a

number of small object fishing companies to set up a small object fishing experience area on site and build

an experience pool to let the audience experience small object fishing as an outdoor leisure method.

This exhibition also invites buyers and fishing experts from all over the country to come for purchases and

visits. In order to encourage buyers to come to the site, the organizer has launched a buyer-exclusive benefit

of "You purchase, I subsidize". Buyers who make reservations in advance can receive accommodation

subsidies.

LOCAL GOVERNMENTS PROMOTE TOURISM

THROUGH FISHING COMPETITIONS

From December 16th to 17th, 2024 Chinese Crucian

Carp Elite Competition Finals hosted by CAA, Hanzhong

Sports Bureau, Chenggu County People's Government;

Chenggu County Education and Sports Bureau, Chenggu

County Sports Center, Chenggu County Lianhua Street

Office; Hanzhong Fishing Association, Chenggu County

Fishing Sports Association, Chenggu County Lianhuachi

Village, was successfully concluded at the Honglian

Health Fishing Center in Chenggu County, Hanzhong

City, Shaanxi Province.

Chenggu County Honglian Health Fishing Base is located

in the south of Lianhuachi Village, Lianhua Street Office, Chenggu County, Hanzhong City, Shaanxi Province. The

fishing ground was built in 2016, covering an area of 20 acres. There are 3 standard fishing pools, which can meet the

needs of hosting fishing events of all levels with a scale of nearly 400 people. The fishing base is operated by Honglian

Health Company. In recent years, it has hosted more than 20 events of various levels and types. The base has

convenient transportation and beautiful environment. It is a good place for fishing enthusiasts to relax and fish. More

than 20,000 kilograms of medium and small crucian carp were newly released in this competition.

In recent years, the local government has promoted local tourism and attracted investment by holding many fishing

competitions.

Zhou Yibo, a young player from Henan, won the 2024 China Crucian Carp Fishing Elite Championship Finals with

a score of 2:0 in the championship PK duel and became the "China Crucian Carp Fishing King" of 2024. Peng Hong

finished second, Kang Jiangbo and Yan Hongliang won third and fourth place respectively. The China Crucian

Carp Fishing Elite Championship is an important professional event organized by the China Fishing Association

to improve the basic technical level of competitive fishing in my country. This year, three sub-station competitions

were held in Wensu, Xinjiang, Baodi, Tianjin and Chenggu, Shaanxi, and more than a thousand fishing enthusiasts

participated in this event. A total of 160 competitive fishing masters entered the annual finals, which saw a series of

exciting competitions from the top 16 in the first stage, to the multiple rounds of PK from 16 to 8 and 8 to 4, to the

1-on-1 showdown in the finals. It brought the 2024 China Carp Fishing Elite Championship to a perfect end.

THE 34TH GUANGDONG PROVINCE FISHING

CHAMPIONSHIP WAS SUCCESSFULLY HELD

From December 16th to 17th, 2024 Chinese Crucian

Carp Elite Competition Finals hosted by CAA, Hanzhong

Sports Bureau, Chenggu County People's Government;

Chenggu County Education and Sports Bureau, Chenggu

County Sports Center, Chenggu County Lianhua Street

Office; Hanzhong Fishing Association, Chenggu County

Fishing Sports Association, Chenggu County Lianhuachi

Village, was successfully concluded at the Honglian

Health Fishing Center in Chenggu County, Hanzhong

City, Shaanxi Province.

Chenggu County Honglian Health Fishing Base is located

in the south of Lianhuachi Village, Lianhua Street Office,

Chenggu County, Hanzhong City, Shaanxi Province.

The fishing ground was built in 2016, covering an area of

20 acres. There are 3 standard fishing pools, which can

meet the needs of hosting fishing events of all levels with a

scale of nearly 400 people. The fishing base is operated by

Honglian Health Company. In recent years, it has hosted

more than 20 events of various levels and types. The base

has convenient transportation and beautiful environment.

It is a good place for fishing enthusiasts to relax and

fish. More than 20,000 kilograms of medium and small

crucian carp were newly released in this competition.

In recent years, the local government has promoted

local tourism and attracted investment by holding many

fishing competitions.

Zhou Yibo, a young player from Henan, won the 2024

China Crucian Carp Fishing Elite Championship Finals

with a score of 2:0 in the championship PK duel and

became the "China Crucian Carp Fishing King" of 2024.

Peng Hong finished second, Kang Jiangbo and Yan

Hongliang won third and fourth place respectively. The

China Crucian Carp Fishing Elite Championship is an

important professional event organized by the China

Fishing Association to improve the basic technical level

of competitive fishing in my country. This year, three

sub-station competitions were held in Wensu, Xinjiang,

Baodi, Tianjin and Chenggu, Shaanxi, and more than a

thousand fishing enthusiasts participated in this event.

A total of 160 competitive fishing masters entered the

annual finals, which saw a series of exciting competitions

from the top 16 in the first stage, to the multiple rounds

of PK from 16 to 8 and 8 to 4, to the 1-on-1 showdown

in the finals. It brought the 2024 China Carp Fishing Elite

Championship to a perfect end.

CRAA HOLDS LURE FISHING

REFEREE TRAINING

On December 8, the opening ceremony of the CRAA Bionic

Bait Fishing (Lure) Referee Training Course was held in

Xinghua Village, Chizhou. CRAA President Wei Baozhen

and other leading guests attended the opening ceremony and

delivered speeches. This training course aims to provide highquality

professionals for the promotion and popularization

of China's bionic bait fishing competitions, improve the

refereeing level of k country's bionic bait fishing (lure)

competitions, and lay the foundation for future bionic bait

fishing (lure) competitions and events. Professional training

provides personnel guarantee and promotes the development

of bionic bait fishing (lure) events towards standardization,

systematization and standardization. The training course

attracted nearly 50 students from 10 provinces across the

country to sign up, including nearly 20 local students from

Anhui and 9 from Henan. The trainees are very enthusiastic

about learning. They will have 4 days of theoretical study and

3 days of practical training in the 7-day training. The training

content includes lure industry development, base planning and

operation, association event declaration process, competition

rule interpretation, and referee enforcement process. ,

emergency situation handling, digital officiating, media

communication skills, lure boat driving and maintenance, etc.

This training class is located in the Xinghua Village Cultural

Tourism Zone in Chizhou. With its beautiful natural scenery

and rich cultural heritage, the park provides a good learning

and exchange platform for the students. In addition to studying, you can also appreciate the beauty of Chizhou's

mountains and rivers, feel the local folk culture, and understand the importance of integrating leisure fishing events

and tourism. You can apply what you have learned to your future work to better serve events and industry.

FEATURE

SWEDISH TACKLE

FIRMS URGED TO TAKE

RESPONSIBILITY

Extended Producer Responsibility (EPR) is a policy strategy designed to hold

manufacturers responsible for the end-of-life consequences of their goods.

But what does that mean for the tackle trade? In Sweden, the issue is very

real, as Per Henrik Bengtsson from Fladen Fishing explains.

The European Union claims that

around 27 per cent of all litter

on the beach is fishing gear and,

as a result, it has decided that, in

order to reduce this amount, the industry

should be made subject to Extended

Producer Responsibility or EPR.

The goal is to collect and recycle 20 per

cent of the gear sold annually, with further

evaluation and actions due to take place in

2027. Naturally, the EU also wants the trade

to pay for this.

In most EU countries, they realise it

is nets, cages and traps (in other words,

commercial fishing gear) that could be

left at sea. Few sport fishermen leave their

rod and reels on the beach and go home.

However, Sweden and Finland have decided

to include sportfishing gear in the EPR

In Sweden we already have EPR for

electric items, car tyres and packing

materials. However, there are ‘producer

organisations’ in place that handle these

items. We have been in contact all of them

– but none of them wanted to take the

responsibility to handle fishing gear.

Tackling the problem

Fladen Fishing AB has been a Swedish

wholesaler, importer and exporter since

1982. We became aware of the full

consequences of EPR in May 2024.

As a result, we decided to join Svensk

Sportfiskehandel (the Swedish tackle trade

association).

We have tried all sorts of channels to

change the political decision behind this

and try to convince Naturvårdsverket

(the Swedish agency for environmental

protection agency) there were better ways

to help the climate and environment. We

failed to change the overall decision.

From January 1st, 2025, trading fishing

gear would be illegal without a ‘producer

organisation’. The fine will be SEK 20,000,

then double to SEK 40,000 and so on.

So we had two options:

1) Give up and retire from selling fishing

tackle or

2) Start our own producer organisation

for fishing gear.

So Svensk Sportfiskehandel set up

Fiskekretsen AB which, after negotiations

with Naturvårdsverket, has been approved

as the industry’s ‘producer organisation’.

Fiskekretsen AB has the following tasks.

1. Inform and educate consumers what

to do with their fishing gear when they no

longer wish to use it

2. Make it possible for all consumers,

and professional fishermen to return their

fishing gear free of charge to their local

waste collection area. There will be 290


places where people can return their gear.

This will be done in cooperation with

each municipality in Sweden and they will

charge Fiskekretsen AB their costs.

3. After the collection of old gear, make

sure it is recycled according to their waste

management hierarchy. This will be done in

cooperation with Stena Recycling.

FISKEKRETSEN

Paying your way

To finance the above we need companies

to take responsibility and play their part.

It has not been easy evaluate the business

model. What gear to include, how much

will the marketing costs be, what are the

costs from each municipality and how

much gear will we get to recycle?

All in all, it’s a very uncertain case of

doing business. But we have no choice but

to try.

We have been receiving good help from

Naturvårdsverket and we now know how

to deal with it.

• All fishing gear that contains some

plastic parts should be considered as

plastic. This will include reels, rods, line,

plug baits, softbaits, metal lures if feathers

are on the hooks and so. However, paint

has been excluded even though it plastic.

The cost should be calculated by weight.

• We agreed what fees each municipality

can charge Fiskekretsen

• We agreed a handling cost with Stena

Recycling.

• Natrurvårdsverket has clarified

that companies to be included are each

wholesaler and shops buying fishing gear

from a warehouse outside Sweden. It will

also be a company outside Sweden when

they sell direct to a Swedish user.

• Commercial fishermen are not

included, but their suppliers of gears are.

Strength in numbers

Fiskekretsen AB has to meet its

obligations. Over time we have no goal to

make profit. But we need healthy finance

to be able to pay our bills and get the job

done. We welcome all companies and all

fishing gear.

The annual cost is SEK 6000 (€520) and

10SEK (€0.87) per kg.

Fiskekretsen AB can survive and do

its job if all companies join and provide

correct weight information. It would

be very unfair if only some companies

and their customers pay for the others.

Competition should be on equal terms.

We encourage all shops and wholesalers

to join. Fiskekretsen AB offers you

a chance to be a part of the solution.

Otherwise, you face a fine of a minimum

of SEK 20,000 from Naturvårdsverket.

www.fiskekretsen.se


MAKING CONTACT

1

2

3

Do you want your

products to be seen by

thousands of potential

buyers… FREE of charge?

Then get in touch, we’d

love to hear from you.

JOHN HUNTER

+44 7990 542958

john.hunter@dhpub.co.uk

Contact John directly for

details of how to send

your product images and

a short description to

Tackle Trade World.

1 DAM

YAGI V2 ROD SERIES

The YAGI V2 is the next generation

of DAM’s popular YAGI rods. All

blanks have been reworked to

improve the already fast

action and the sensitivity of these

rods.

Made from 24T carbon blanks,

the rods are equipped with light

weight K-type guides which

prevent wind knots and which

make effortless casting possible.

The ergonomic designed screwdown

reel seats make the rods

easy to hold, all day long and are

said to boast sensitivity, a slim

blank and fast, responsive action

for a friendly price.

www.dam.de

2 NRS

OTTO MATIK PFD

This PFD automatically inflates

upon contact with water,

delivering 22.5lb of on-demand

flotation for flatwater and nearshore

paddling and fishing.

It folds compactly into a lowprofile

horse-collar style jacket so

it doesn’t get in your way standup

paddling, fishing or wading.

In the event of a swim, the

integrated bladder instantly

inflates with CO2 gas pressure

when immersed in water.

When deflated, the vest secures

with a waist buckle and offers one

adjustment point for a snug fit.

It also boasts a zippered

pocket with internal tether for

keys or a whistle plus a manual

backup cord, mouth inflation

valve, reflective accents and two

attachment points and includes a

24g CO2 cartridge.

www.nrs.com

MAKING CONTACT

3 DAIWA

X-BRAID X8

Said to be the bestselling braided

line in Japan, X-Braid X8 is now

available through Daiwa across

the globe.

Made using WX braiding

technology, it consists of eight

tightly woven polyethylene

strands, which result in a tight

body with minimal stretch.

The ultra-high molecular weight

IZANAS strands, considered the

next generation of Dyneema, offer

the strength and modulus of an

organic fibre that’s eight times

stronger than piano wire of the

same gauge.

Uniquely, each diameter and

weight of X-Braid is produced

from a dedicated spool while

the WX Weave also generates a

rounder and slightly stiffer line.

It’s available in weights from

8lb to 80lb, in dark green and

hi-vis chartreuse with white

markings, and in 165-, 330- and

3,300-yard spools.

www.daiwa.us


Classifieds

SPLIT RING

PLIERS

UNIQUELY DIFFERENT (NEW-PATENTED)

The EASIEST... The FASTEST...

The BESTEST...

for changing hooks or spinner blades

visit www.TexasTackle.com for demo video

WHOLESALE ONLY

4 Sizes

www.TexasTackle.com

RIGS !!!!

TO BOOK THIS SPACE CONTACT:

NORTH AMERICA

BART MANGANIELLO

T: +1 914 722 7601

E: bartalm@optonline.net

REST of WORLD

GUIDO KNEGT

T: +39 347 503 6436

E: guido.knegt@dhpub.co.uk

COMING UP…

APRIL 2025

Ad Copy: February 21st, 2025

Mailed: March 12th, 2025

Special issue: Saltwater fishing

Spotlight: Lures

Doing Business With: Denmark

MAY 2025

Ad Copy: March 21st, 2025

Mailed: April 9th, 2025

Special issue: Inshore fishing

Spotlight: Eyewear

Doing Business With: Texas

JUNE 2025

Ad Copy: April 17th, 2025

Mailed: May 8th, 2025

Special issue: Fishing Technology

Spotlight: Bait

Doing Business With: Australia &

New Zealand

To submit news or editorial for

any of these issues, contact:

To advertise or discuss a marketing campaign in any of these editions,

contact our business development team:

EDITOR

JOHN HUNTER

T: + 44 (0)7990 542958

E: john.hunter@dhpub.co.uk

NORTH AMERICA

BART MANGANIELLO

T: +1 914 722 7601

E: bartalm@optonline.net

REST of WORLD

GUIDO KNEGT

T: +39 347 503 6436

E: guido.knegt@dhpub.co.uk

MARKETING

HUNTER MEDIA

DEFINING A DIGITAL

MARKETING STRATEGY

One of the most effective ways to accelerate the growth of your brand is to set up

a robust digital marketing strategy. But what does this mean? And how can you

go about it? John Hunter has some answers…

A

successful digital

marketing strategy

is customer-focused,

data-driven and

adaptive. By integrating SEO,

content, social media and paid

campaigns, and continuously

refining your approach, you can

achieve sustainable growth and

a strong online presence. Here

are some ideas...

Define your objectives

Start by identifying clear,

measurable goals aligned with

overall business objectives.

For instance, you could aim

to increase website traffic by

30 per cent in six months,

generate 50 qualified leads

monthly, or achieve a 20 per

cent growth in online sales.

Goals provide direction and

help evaluate performance.

Know your audience

Develop detailed buyer

personas based on

demographics, behaviour,

preferences and challenges.

Use analytics tools, surveys,

and customer feedback to

understand your audience.

Knowing your audience

enables targeted campaigns

that resonate with their needs

and desires.

Be strong online

A well-designed website is

the cornerstone of digital

marketing. Ensure it’s fast,

mobile-friendly and optimised

for the best user experience.

Use clear navigation,

compelling visuals and callsto-action

(CTAs) to drive

conversions.

Search Engine Optimisation

(SEO)

Make your website rank higher

on search engines for relevant

keywords. Conduct thorough

keyword research to identify

terms your audience uses.

Implement on-page SEO (meta

tags, alt text, headings) and offpage

SEO (backlink building,

content promotion). Regularly

update content to maintain

relevance.

Content marketing

Create high-quality, engaging

content to attract and retain

your audience. Use blogs,

videos, infographics and

e-books to provide value and

establish authority in your

industry.

Focus on topics that address

customer pain points and

optimise for search intent.

Distribute content through

multiple channels, including

social media and email.

Social media marketing

Identify platforms where your

audience is most active and

create tailored content. Use a

mix of organic posts and paid

advertising to increase reach

and engagement.

Leverage features like

stories, live streams, and reels

to connect authentically.

Engage with your audience by

responding to comments and

participating in conversations.

Email marketing

Build a subscriber list through

lead magnets like free resources

or discounts. Send personalised,

value-driven emails to nurture

relationships and guide leads

through the sales funnel.

Segment your audience to

deliver relevant content, and

track metrics like open and

click-through rates to refine

your approach.

Pay-Per-Click (PPC) advertising

Use paid ads to target specific

audiences and achieve quick

results. Platforms like Google

Ads and social media offer

advanced targeting options.

Create compelling ad copy and

visuals and ensure a seamless

user experience on landing

pages.

Keep track

Use analytics tools like Google

Analytics, SEMrush and social

media insights to monitor

performance. Track key metrics

such as traffic, conversions,

engagement and Return on

Investment (ROI). Regularly

assess campaigns and adjust

strategies based on these

insights.

Continuous optimisation

Digital marketing is dynamic,

requiring ongoing work.

Conduct testing for ads

and email campaigns, refine

audience targeting and stay

updated on industry trends.

Experiment with new channels

and technologies to stay ahead

of competitors.

Budget Allocation

Allocate budget strategically

across channels based on

ROI and business priorities.

Test different approaches and

reallocate funds to highperforming

campaigns.

john@hunter-media.co.uk

www.hunter-media.co.uk


NEW

DAIWA TATULA TW 150 REELS & TATULA CORK HANDLED RODS

BE STOCKED UP WHEN YOUR

CUSTOMERS COME LOOKING

TATULA TW 150

DESIGNED FOR HEAVY MONO,

BRAID & DEEP CRANKING

LONG CAST—LC CONCEPT

AVAILABLE IN THESE

GEAR RATIOS: 5.3:1P, 6.3:1,

7.3:1HS & 8.4:1XH

TATULA CORK

HANDLED RODS

FEATURING: TATULA CUSTOM

REEL SEATS, CUSTOM LOCK NUT,

FUJI® O CONCEPT GUIDES WITH

ALUMINUM OXIDE

RINGS

For more info visit: Daiwa.us

Tackle Trade World - February 2025

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Tackle Trade World - February 2025

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