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18,500

TACKLE INDUSTRY

PROFESSIONALS

IN OVER

120 COUNTRIES

EVERY MONTH

APRIL 2025

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WHAT EFTTA IS DOING TO

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PAGE 28

DANISH DELIGHT

IT MAY BE SMALL BUT

DENMARK IS A KEY PLAYER

PAGE 32

US TACKLE TRADE FEARFUL OF TARIFFS

Increased tariffs on some products and

material could directly impact on the US

sportfishing tackle industry, the country’s

trade body has warned.

Back in February, shortly after his

inauguration, President Donald Trump signed

an executive order raising tariffs on aluminium

products from 10 per cent to 25 per cent, which

was set to take effect in mid-March

As a result, items such as fishing reels, reel

components and landing nets could all see higher

prices, which would impact on the tackle trade

at large.

The American Sportfishing Association –

which champions the shared interests of the

tackle trade in the USA – has voiced its concern

over the move and the effect it could have on

many of its members .

While noting things could change, it said:

“The new duty will apply only to the aluminium

components of these products and will take effect

March 12, 2025. Additionally, the President has

removed all country exemptions, suspensions,

and quota limits – the order now covers imports

from all countries equally.”

Under what is termed the Fair and Reciprocal

Plan, the President ordered the development of

a comprehensive plan for restoring fairness in US

trade relationships and countering non-reciprocal

trading arrangements.

It is designed to correct what the new

administration terms “longstanding imbalances

in international trade” and will e“nsure fairness

across the board.”

The White House statement added: “Gone

are the days of America being taken advantage

of: this plan will put the American worker first,

improve our competitiveness in every area of

industry, reduce our trade deficit and bolster our

economic and national security.

“America will no longer tolerate unfair trade

practices. The United States is one of the most

open economies in the world, yet our trading

partners keep their markets closed to our exports.

This lack of reciprocity is unfair and contributes

to our large and persistent annual trade deficit.

“There are endless examples where our

trading partners do not give the United States

reciprocal treatment.

“A 2019 report found that across 132 countries

and more than 600,000 product lines, United

States exporters face higher tariffs more than

two-thirds of the time.

“This lack of reciprocity is one source of

America’s large and persistent annual trade

deficit in goods: closed markets abroad reduce

US exports and open markets at home result

in significant imports, both of which undercut

American competitiveness.

“Reciprocal tariffs will bring back fairness and

prosperity to the distorted international trade

system and stop Americans from being taken

advantage of.”

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

EDITORIAL

APRIL 2025

Editor: John Hunter

+44 7990 542958

john.hunter@artichokehq.com

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@artichokehq.com

A Dutchman, he spent five years travelling the world

as a scuba-diving instructor and English teacher before

settling down in Sardinia. He previously worked

for TTW from 2014 - 2017.

China: Robert Li (Li Ziwei)

+86 13451914155

robert.li365@gmail.com

Li Ziwei (Robert) has worked as news editor for over

20 years. He founded the most influential Chinese

fishing forum in the Straits and 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.

ARTICHOKE MEDIA LTD

Suites 2 & 4 Global House, Colchester, Essex, CO1 2TJ, UK

THE TROUBLE

WITH TARIFFS

When Donald Trump

returned to the office of

President of the United

States back in January, we

all knew things wouldn’t stay the same.

He has a track record of acting swiftly on

anything he doesn’t like while focusing on

his famous pledge to “Make America Great

Again.”

Naturally, this means trying to boost

the USA’s economy and protect its

manufacturing industry from imports, most

notably from those he wants some form of

concession from.

As I write, this includes a 10 per cent

import tariff on goods from China although

he postponed proposed 25 per cent tariffs

on items from Mexico and Canada.

As we all know, China makes the vast

majority of fishing tackle sold throughout

the world, including much into the USA. At

the time of writing, the tariffs don’t appear

to have any real effect on incoming fishing

gear itself.

However, there are very real concerns

amid his plan to increase taxes aluminium

and derivatives from 10 per cent to 25 per

cent.

It has certainly got the tackle trade in

the USA in a spin. As you’ll see from our

front page story this month, the American

Sportfishing Association – the industry’s

own organisation which works tirelessly

behind the scenes in the corridors of

power at The White House – is extremely

concerned about the move.

While the new duty would only apply to

aluminium components, it would certainly

have a big impact on a range of tackle

including fishing reels, components and, of

course, landing nets.

In addition, President Trump also

removed all country exemptions,

suspension and quota limits, meaning the

move now covers imports from all countries

equally.

And that has to be troubling for many

tackle manufacturers in the USA who

source these items from elsewhere.

I totally get why you would want to

safeguard your own country’s industry and

encourage companies to use homemade

components but fishing tackle is a very

price-conscious market and retailers and

anglers alike look very closely at those swing

tags before making a purchase.

Of course, China hit back with tariffs on

a number of key items including energy and

some large goods manufactured in the USA.

Whether those fees are extended further

remains to be seen – and will doubtless

hinge on the next round of discussions and

edicts from The White House.

But it may yet also have a bearing on how

much US manufacturers can export.

It’s a fluid situation, for sure, and perhaps

by the time you read this the concerns

will have eased somewhat as negotiations

are taking place between the ASA (and

doubtless other industry bodies) as I write.

But the tackle trade has been finding

it hard going in the last couple of years

thanks to a dip in angler numbers and lack

of participant retention, not to mention a

serious overstocking of inventory.

The last things it needs are any more

shocks to the system – let’s hope that a

common ground solution can be found...

/tackletradeworld

/company/tackle-trade-world

WELCOME

Super

Heat Dissipation

Super

Low-Friction

Super

Hardness

Super

Lightness

APRIL 2025

Contents

CONTENTS

08 NEWS

G Loomis goes direct to consumers, Rapala

VMC and Okuma expand in Latin America

with Chile deal while Danish supplier Fairpoint

Outdoors unveils a new Westin product

manager.

10 NEWS

Livingston Lures has attracted more pro staff

to its team, innovative sustainable tackle maker

Capt’n Greenfin has joined industry body EFFTA

while The European Boating Industry has a new

deal in place.

12 RECORD BREAKING YOKOHAMA SHOW

Fishing Fest2025, organised by the Japan Fishing

Tackle Manufacturers Association (JAFTMA),

attracted a record number of exhibitors when it

was staged in January. Here’s our report…

14 CROCODILE BAY SNAPS UP ICAST DEAL

For more than a decade, a team of guides,

buyers and marketing pros from Crocodile Bay

in Costa Rica have made ICAST – the largest

sportfishing trade show in the world – a can’tmiss

event.

16 THE BEST OF CHINA FISH 2025

China Fish 2025 featured more than 600

exhibitors, the vast majority introducing new

gear. The New Product Showcase is always

hotly contested. Who took home the honours

this year?

18 RIMINI LANDS SUCCESSFUL SHOW

Rimini proved to be the perfect location for

the new-look Pescare Show run by the Italian

Exhibition Group, which saw a huge surge in

both exhibitor and visitor numbers.

20 SPOTLIGHT ON… LURES

Fishing with artificial lures has been a favourite

method among anglers for centuries and is the

single most popular way of targeting fish the

world over. As a result, it is a massive market, so

where do you start…?

22 SHOP WINDOW

We round up a collection of some of the

latest lures to hit the shelves. Which are worth

stocking in your outlet?

24 RAPALA TOOLS UP WITH SCREW DIVER

The Finnish giant continues to push the

boundaries of lure technology. One of its

latest advancements, the Screw Diver System,

is designed to allow anglers to adjust the

swimming depth with the turn of their wrist.

26 LIVINGSTON LURES GOES LARGE

WITH MAGNUS

The Magnus, designed by acclaimed lure

designer Steven Paul in partnership with

Livingston Lures, has debuted for the 2025

fishing season. What’s it all about?

27 A SUCCESFUL WAY TO FUND

CONSERVATION

For 75 years, the US tackle industry has paid

into a fund to restore fish habitats and boost the

sport. American Sportfishing Association public

affairs manager Rob Shane explains why it is so

important.

32

28 A PIVOTAL YEAR FOR EUROPE

TTW talks to European Fishing Tackle Trade

Association (EFTTA) president Gerard Bakkenes

and vice-president Ross Honey about the

efforts to bring the industry closer together and

keep it safe.

31 ELEVATE YOUR ROD BUILDING BUSINESS

Whether a seasoned pro or just getting started,

Mud Hole’s Advantage Program is the ultimate

business partner to help propel your rod

building business to the next level.

32 DOING BUSINESS WTH… DENMARK

It may seem like a small country but Denmark

has some great tackle brands, a high

percentage of anglers and a wide spread of

fishing opportunities. Ignore it at your peril.

40 MAKING CONTACT

Another brief overview of a few of the latest

products which could be gracing your shelves

in time for the new season.

42 USING AMBASSADORS FOR YOUR BRAND

In our competitive marketplace, standing out

requires more than just quality gear, it demands

strong brand representation and a loyal

community. This is where brand ambassadors

come in.

18

20

06 WWW.TACKLETRADEWORLD.COM

rapala.eu

NEWS

Rod maker G Loomis goes

direct to consumers

Well-known tackle brand G

Loomis has launched a directto-consumer

(D2C) channel for

its range of fly fishing rods.

The brand says the initiative

aims to enhance the shopping

experience for fly anglers while

creating new opportunities for

product research and sales.

By adopting this approach, G

Loomis says it is dedicated to

continuously developing closer

customer connections.

Through this expansion, its

company website will provide

seamless access to the entire

portfolio of G Loomis fishing

equipment.

Additionally, through the

brand’s integration with locally.

com, anglers can combine online

purchasing with in-store pickup

for a comprehensive shopping

experience.

Dealers authorised through

locally.com remain essential in

consumers’ online shopping

journeys and can maximise

engagement opportunities

through direct participation in the

brand’s D2C channel.

Authorisation offers access

to the entire range of G Loomis

customers, allowing dealers to

share their inventory, manage

listings and promote events all

through the G Loomis website.

www.gloomis.com

BRAND

PORTFOLIO

GROWS FOR

ELVISRIDGE

Private investment firm Elvisridge

Capital LLC has officially

acquired foam fishing product

manufacturer Luna Sea, adding it

to an expanding range of brands.

Founded in 2002, Luna Sea is known

for its signature Cush-it rod protectors

and high-performance tackle solutions

designed to enhance comfort, efficiency

and overall fishing performance.

It joins an established portfolio of

fishing brands, including Blackfin Rods,

FINS Fishing and Glacier Outdoor,

further strengthening its position as a

leader in the tackle trade.

Operations will be based at the

Blackfin Rods facility in Hobe Sound, Florida, with opportunities for

growth through collaboration, innovation and expanded market reach.

Bill Bolton, operating partner at Elvisridge Capital, said: “By

leveraging shared expertise in product development, manufacturing, and

distribution, we aim to drive continued success for Luna Sea under the

Elvisridge Capital umbrella.”

Luna Sea LLC was founded by Mick Saunders, an avid fisherman, who

has developed several creative solutions to problems he and other anglers

have experienced over the years.

Its range of products is said to have brought anglers peace of mind,

comfort and more enjoyment to the sport, thanks to their quality,

reliability and durability.

www.lunaseasports.com

GEOFF OFFERS

NEXTLIFE ITEMS

Danish apparel brand Geoff Anderson has embraced sustainability

by launching its NextLife range of products, made from discarded

materials.

The firm collects old and unwanted fishing jackets and fabric scraps

from production and upcycles them into new, usable clothing. All of the

items are upcycled in Denmark in collaboration with REWORK ApS, a

Danish social economic sewing studio.

A spokesman said: “We are experts in transforming old into new. All

items that cannot be repaired, as well as submitted ‘retired clothing

parts’, become spare parts, or part of our recycling program.

“We transform jackets, sweaters, pants, surplus from production,

offcuts and fabric samples. It is all resurrected into everything from

bucket hats to art!”

Geoff Anderson is a small company that exclusively designs and

produces clothing for anglers, especially for the harsh weather in

northern Europe.

During production, special consideration is always given to the

environment and all products are free of toxins. Durability and

waterproofness have always been keywords in the production of items.

While the firm once made clothing for many famous fly fishing brands,

today its products are only available under its own name.

www.geoffanderson.com


FAIRPOINT ADDS

PRODUCT MANAGER

THE BEST

FLY-TYING

S T U F F

FOR OVER

75 YEARS

Fairpoint Outdoors has appointed Markos Vidalis as its

product manager for the Westin brand, bringing a wealth

of experience and strengthening Fairpoint Outdoors’

commitment to delivering cutting-edge solutions for fishing

enthusiasts.

With over 15 years of experience

in the fishing industry, Markos

(pictured on left) has a proven

record of managing product

lifecycles and fostering strong

relationships with stakeholders.

His deep understanding of

market trends and consumer

needs aligns perfectly with

Fairpoint Outdoors’ mission to

inspire adventure through highquality,

sustainable products.

In his new role, he will

focus on the development

and enhancement of Westin’s

saltwater fishing tackle portfolio,

ensuring that every product

meets the brand’s high standards

for performance, design and

durability. He will also support

efforts to identify opportunities

for growth and expansion in new

markets.

Fairpoint Outdoors COO

Thomas Sanotra (pictured on

right) said: “We are thrilled to

welcome Markos to the team. His

expertise and passion for fishing

innovation make him the perfect

fit to contribute to the continued

success of the Westin brand as

we push the boundaries of what’s

possible in fishing tackle.

“Having had Markos as part

of my team earlier in my career

I’m excited that we once again

join forces. His talent in fishing

tackle design, skills as an avid

marketeer along with his inspiring

personality would be lift for any

company in the industry. I’m

personally proud that Fairpoint

has once again been able to attract

the finest talents in our industry.”

Markos added: “I am excited

to join a company that shares

my passion for fishing and

my commitment to creating

exceptional products. I look

forward to bringing my expertise

to a brand that values bold

innovation and creativity in

the fishing industry, and to

collaborating with the talented

Markos Vidalis (left)

and Tomas Sanotra

team at Westin to deliver gear

that enhances the experiences of

saltwater anglers worldwide.

“[It’s] a place where

delivering high-end quality is

non-negotiable and success is

measured by impact, not just

numbers. I have worked under

Thomas’ command earlier,

where we achieved great and

innovative concepts together. His

pragmatic Scandinavian approach

to leadership and our shared

passion for the sport of fishing

will be a key driver which will

help us on our path to new future

endeavours.”

www.fairpoint.dk

EXPERIENCE

OUR MANAGEMENT STAFF HAS

HUNDREDS OF YEARS OF FLY

FISHING, FLY-TYING AND WAPSI

EXPERIENCE.

QUALITY

WE PIONEERED THE DYEING AND

PROCESSING OF FURS, FEATHERS

AND SYNTHETIC FLY TYING

MATERIALS

Rapala VMC and Okuma

unveil Latin America deal

Industry giants Rapala VMC and Okuma

have released details of a new distribution

agreement in Chile, expanding the brands’

collaboration through Latin America.

From April 1st this strategic partnership

will strengthen Rapala and Okuma’s working

relationship in Latin America by ensuring

comprehensive support for its subsidiaries,

particularly in Brazil and Mexico.

These are both markets already successfully

working alongside Okuma.

Rapala VMC CEO Lars Ollberg said:

“The agreement represents a significant

step forward in Rapala VMC Chile’s growth

strategy, promoting a solid foundation for longterm

success.

“With this collaboration, Rapala VMC and

Okuma aim to leverage their combined

expertise and market presence, enhancing the

distribution network and customer experience

in the region.”

www.rapalavmc.com

INNOVATION

WAPSI HAS INTRODUCED

DOZENS OF UNIQUE FLY

TYING MATERIALS.

27 CR 458

Mountain Home,

Arkansas 72653

Phone: 001 (870) 425-9500

Fax: 001 (870) 425-9599

E-Mail: wapsi@wapsifly.com

Website: www.wapsifly.com

WWW.TACKLETRADEWORLD.COM 09

NEWS

LIVINGSTON LURES

MORE KEY ANGLERS

Livingston Lures, the US-based industry innovator in EBS

Technology, has added two more anglers to its roster –

professional angler Anthony Gagliardi and 2019 Bassmaster

Angler of the Year Scott Canterbury.

A native of Prosperity, South

Carolina, Anthony (pictured

below, left) is one of a select few

anglers to have won both the

Forrest Wood Cup and the FLW

Tour Angler of the Year title).

With a career spanning more

than two decades, he has secured

three FLW Tour victories and,

most recently, captured Stage

Three of the 2023 Bass Pro Tour

on Lake Murray – his third major

triumph on his home waters.

Renowned for his precision,

strategic mindset and deep

understanding of the sport,

Anthony is not only a dominant

competitor but also a respected

ambassador within the fishing

community.

Erick Arnoldson, vicepresident

of operations at

Livingston Lures, said: “His

exceptional skill, experience,

and passion for fishing perfectly

align with our mission to push

the boundaries of innovation and

performance. Anthony’s insights

and expertise will be invaluable

as we continue developing

cutting-edge solutions for anglers

worldwide.”

Anthony added: “I’ve long

admired their commitment to

quality and performance and I’m

excited to help showcase how

their products can truly enhance

an angler’s experience on the

water. Together, we’ll inspire

anglers of all skill levels to push

their limits and achieve more.”

Meanwhile, Scott (below,

right), from Odenville, Alabama,

has competed on the FLW Tour

and Bassmaster Elite Series since

2008.

The veteran pro is a shallow

water, power fisherman who

honed his craft on the famed

Coosa River and the legendary

fisheries of North Alabama before

hitting the tours.

He said: “I have had some

success in my career with several

of the Livingston Lures products

before deciding to join with them

officially. I have caught a lot of

fish on the Howeller Series of

crankbaits, the Walking Boss is a

great topwater bait and the Flat

Master and Walk ‘n Pop have all

been a part of my arsenal for a

while.

“The EBS technology is

proven to be a great fish catcher

and the crew at Livingston is

continuously working with

their pros to bring out new, fish

catching baits; I am thrilled to be a

part of this family and be a part of

this process.”

Erick added: “His exceptional

skill, experience and passion for

fishing perfectly align with our

mission to push the boundaries

of innovation and performance.

He will play a key role in product

development, serve as a brand

ambassador at tournaments and

industry events and contribute

to educational content designed

to help anglers elevate their skills.”

www.livingstonlures.com

European boat group renews deal

The European Boating Industry

(EBI) and the boot Düsseldorf

event have renewed their

collaboration for an additional

three years, extending their

successful partnership until 2028.

This agreement ensures the

continued organisation of the

flagship Breakfast Meeting and

Blue Innovation Dock, key events

that drive innovation, foster

dialogue between industry and

policymakers, and enhance the

sector’s competitiveness.

Building on the resounding

success of the Breakfast Meeting,

which marked its 10th edition this

year, the trade body, the EBI, will

maintain its role in shaping boot

Düsseldorf’s B2B programme

These events serve as critical

platforms for addressing the

key issues of market hot topics,

digitalisation and sustainability

providing business leaders

with strategic insights and

opportunities for growth.

The next edition of boot

Düsseldorf takes place from

January 17 th to 25 th 2026, with

the Blue Innovation Dock stage

running throughout the entire

duration of the show and the

Breakfast Meeting scheduled for

Tuesday, January 20th.

www.europeanboatingindustry.eu


Foundation Outdoor Group

dedicates education centre

Foundation Outdoor Group officials, family and friends were in attendance for the

dedication of the Curt Baker Memorial Education Center at the company’s Florida,

USA headquarters.

The close-knit rod building community was

stunned when Curt passed away on Christmas

Day after a brief illness. Appropriately, the

dedication took place during the Mud Hole

Advanced Rod Building Techniques Seminar, a

three-day gathering of hands-on, professionallevel

rod building instruction sessions, to which

Curt was always an instrumental contributor.

“Not only was Curt a master rod builder

and veteran rod building instructor for Mud

Hole’s rod building classes, Curt was family,”

CAPT’N GREENFIN

STEPS ABOARD

EFTTA

Innovative start-up with

sustainability at its core, Capt’n

Greenfin has committed to

protecting the tackle industry by

becoming the latest brand to join

the European Fishing Tackle Trade

Association.

The Switzerland-based business

has been making waves across

the industry after launching the

first 100 per cent plastic-free and

biodegradable soft bait.

Having already expanded its

eco-friendly product range across

soft baits, hard baits and weights, its dedication to sustainability has even

earned it a nomination for the Swiss Green Business Award!

Capt’n Greenfin sees EFTTA as an important partner in promoting

sustainable angling and appreciates its innovation as a step towards the

future of responsible fishing.

Nico Hauschke, from Capt’n Greenfin, said: “With growing challenges

in recreational angling, we are proud to join EFTTA, the only trade

association in Europe dedicated to protecting and promoting our

industry.”

EFTTA board member Gerard Bakkenes added: “Capt’n Greenfin’s

mission aligns perfectly with EFTTA’s goal of responsible angling.

Their focus on eco-friendly materials and innovation strengthens our

community and we look forward to working together!”

said Brook Oliva, Foundation Outdoor

Group’s president and COO. “Dedicating our

Education Center to Curt was the least we

could do to memorialise our admiration and

friendship, and his tremendous contributions

to the rod building community. Curt was a

personal friend for over 20 years and I will miss

him dearly.”

The Curt Baker Memorial Education Center

is a state-of-the-art, 5,000 sq ft seminar space

built specifically for rod building instruction.

It is also used to host banquets and various

angling and community organizations in need

of the appropriate space to support events and

their membership.

Annually, the facility hosts thousands of

attendees, with a regular schedule of rod

building instruction classes supporting

eager students from around the country and

the world.

“Curt was a dear friend and a pillar of the

rod building community,” Mud Hole and rod

building legend Bob McKamey added. “It was

truly an honour for me to make this dedication

on behalf of Mud Hole and Foundation

Outdoor Group. Having Curt’s wife Bonnie

and his family members in attendance truly

made this a very personal and special day.”

Beyond renaming the facility, the dedication

introduced a permanent display honouring

Mr. Baker, including some of Curt’s personal

custom rods, candid photos and a memorial

plaque.

Curt’s impact on the rod-building

community is immeasurable and his legacy

within the industry will endure for generations,

the company added.

www.foundationoutdoorgroup.com

www.captngreenfin.com


FEATURE

YOKOHAMA SHOWS THE

WAY TO BREAK RECORDS

Fishing Fest2025, organised by the Japan Fishing Tackle Manufacturers Association

(JAFTMA), attracted a record number of exhibitors when it was staged in January.

FISHING FEST 2025

Fishing Fest 2025, organised by

JAFTMA at Pacifico Yokohama in

Kanagawa prefecture next to Tokyo

for three days in mid–January saw

a record number of 228 exhibitors, not to

mention a total of 35,708 visitors.

The organisers and exhibitors worked

together to put on an excellent show. In

particular, 136 companies exhibited in the

areas where exhibition spaces were set up by

fishing category, attracting many anglers who

love each discipline.

The category-specific exhibit spaces were

set up for boat fishing, black bass, saltwater

lure, trout lure and fly fishing, including

traditional Japanese fishing categories like

hera-buna fishing (crucian carp fishing) and

wakasagi fishing (Japanese pond

smelt fishing).

Learning curve

In the attraction area, two “fishing school”

spaces were set up, where many visitors

enjoyed learning about a wide variety of

topics related to fishing, from the basics to

new techniques, including a class on how to

make fishing rigs and another on how to take

pictures of fishing and fish.

At the trout fishing corner, using a large

pool, over 800 children enjoyed actual fishing.

The event provided an opportunity to nurture

future anglers.

As a new project, a “Fishing Festival Shrine”

was set up at the venue with the cooperation

of Iseyama Kotai Jingu Shrine in Yokohama,

which has a long history and is worshipped

by many people. A torii gate and an altar were

set up and many guests gathered to pray for

safe and successful fishing. Nearby, there was

a corner to catch goldfish, which children

enjoyed.

In addition, visitors were greatly satisfied by

a food court featuring fish caught in Japan, a

marché corner selling fishing and fish-related

accessories, and demonstrations by famous

anglers using a large casting area

The next event will be held at Pacifico

Yokohama from Friday to Sunday, January

16th to 18th, 2026.

www.tsurifest.com

FISHING FEST 2025 AT A GLANCE

● Number of exhibitors: 228 (the largest number ever) ● Number of visitors: 35,708 ● Venue area: 20,000m 2


WHERE TIGHT LINES MEET

BOTTOM

LINES

Outweigh the competition

AT THE WORLD’S PREMIER SPORTFISHING TRADE SHOW

JULY 15-18

ORLANDO, FL

Orange County Convention Center

ICASTFISHING.ORG

POWERED BY

FEATURE

ICAST

TRADING ONE ANGLER’S

PARADISE FOR ANOTHER:

CROCODILE BAY AT ICAST

For more than a decade, a team of guides, buyers and marketing pros from

Crocodile Bay in Costa Rica have made ICAST – the largest sportfishing trade show

in the world – a can’t-miss event.

Every year, Cecile Shaw and the

Crocodile Bay team leave their fishing

haven in Costa Rica. They trade

volcanic peaks and black sand beaches,

leaving behind Pacific waves harboring tuna,

snapper and dorado for another kind of angler’s

paradise – ICAST in Orlando, Florida.

This annual pilgrimage, spanning 2,000km

north, connects them with the sportfishing

industry’s latest innovations and key business

partners.

“We sell a few trips,” says Cecile, director of

marketing and business development, “but we

are really there as an overseas outfitter.”

Sourcing new gear

ICAST provides an opportunity to stock

Crocodile Bay’s marina with gear unavailable in

Costa Rica.

It’s a chance to see products that probably

won’t be in stores back home. We can test

things like lures and new hooks before

committing to importing them, which is a huge

deal,” adds Cecile.

Beyond procurement, ICAST is an

invaluable networking event. “We are also

going there to talk to our media partners. We

sit down and hear their plans for our campaigns

in the coming year. We use ICAST as a massive

networking tool.”

For the past decade, Crocodile Bay has

contributed to the ICAST experience by

raffling off a free trip to its tropical fishing

retreat. It is one of dozens of exhibitors offering

a raffle entry each time a buyer places an order

inside a booth at ICAST.

And Cecile notes that each winner has a

unique story. “We get people to step outside

of their fishing comfort zone and see the world

around them,” she laughs.

“Last year, a retailer from Africa won the

grand prize and brought a manufacturer’s rep

with them. They had a blast catching tuna

and snapper – even with a tropical storm

closing in.”

The ultimate trade show

Each July, thousands of industry leaders,

business owners, and outdoor enthusiasts

gather at the Orange County Convention

Center for ICAST, the world’s largest

sportfishing trade show. Hosted by the

American Sportfishing Association, ICAST

showcases cutting-edge fishing tackle, boating

accessories and outdoor gear.

Last year, almost 14,000 attendees from 75

nations explored the 20,000sq m marketplace,

where fishing tackle manufacturers, marine

lifestyle brands and distributors showcased

their latest products.

Beyond the exhibition floor, attendees

participated in events like the Lunkers &

Bunkers golf contest, the ICAST Cup bass

fishing tournament, On the Water Demo

Day and social gatherings along Orlando’s

International Drive.

Inside the convention, educational sessions

like ICAST Lunch & Learn delved into topics

ranging from consumer psychology to artificial

intelligence in fishing.

Meanwhile, the State of the Industry

Breakfast featured keynote speakers – ranging

from astronauts to admirals – offering insights

on business and networking. Attendees also

had the chance to win daily cash rewards,

brand-new boats and, of course, a trip to

Crocodile Bay.

Over 100 exhibitors, including Crocodile

Bay, offered exclusive deals for buyers placing

orders at the show. This year, another fortunate

attendee will win a chance to experience the

black sand beaches and world-class fishing of

Costa Rica.

As the premier event for recreational fishing

professionals approaches, now is the time to

secure your spot! Registration for ICAST 2025

is officially open.

www.icastfishing.org


REPORT

CHINA FISH 2025

SHOWCASES THE BEST ONCE MORE

China Fish 2025, which traditionally lifts the curtain on tackle trade shows

for the coming year, featured more than 600 exhibitors,

the vast majority introducing new gear.

NEW PRODUCT SHOWCASE 2025 WINNERS

The event, which took place at the

China international Exhibition

Centre (Shunyi Hall) in Beijing

from February 9th to 11th, once

again saw countless trade visitors engage

directly with manufacturers, offering

a range of new products, streamlined

production, competitive pricing and flexible

customisation options.

Despite various global industries facing

challenges the event, which covered an

impressive 39,300 sqm of exhibition space,

provided an opportunity to engage with

industry leaders and explore the latest

innovations in fishing tackle.

One key element of the show each

year is the Best Product Showcase, where

tackle manufacturers show off their latest

innovations, all competing for the coveted

title of Best of China Fish. This event serves

as the premier venue for many products to

make their debut.

www.chinafishshow.org

BEST OF SHOW Hangzhou Fufan Industry Co., Ltd.

FRESHWATER ROD

Weihai E-win Fishing Tackle Co., Ltd.

SALTWATER ROD

Weihai Fishingsoul Fishing Tackle Co., Ltd.

FRESHWATER REEL

Cixi Yule (Yolo brand) Fishing Tackle Co., Ltd.

SALTWATER REEL

Weihai Ecooda Outdoor Products Co., Ltd.

SOFT LURE

Anhui Luremaster Sporting Goods Co., Ltd.


CHINA FISH 2025

HARD LURE

Weihai NOEBY Fishing Tackle Co., Ltd.

METAL LURE

Anhui Wilma Fishing Tools Co., Ltd.

FISHING LINE

Dongyang Mingbo Fishing Tackle Co., Ltd.

TERMINAL TACKLE

Poyang Sike Fishhook Co., Ltd.

ELECTRONIC PRODUCTS

Yachting Electronic Co., Ltd. (Nanjing)

FISHING BAGS

Gaobeidian Lucky Dragon Outdoor Product

TACKLE MANAGEMENT

Lianqiu Industry & Trade Co., Ltd. (Zhejiang)

FISHING APPAREL

Jiaxing Scientific Outdoor Ltd.

WADERS

Jiaxing Scientific Outdoor Ltd.

FISHING ACCESSORY

Heyu (Shenzhen) Outdoor Products Co., Ltd.

TACKLE ACCESSORY

Ningbo Pelican Smart Fishing Tackle Co., Ltd.

FLY FISHING REELG

Ningbo Chamfore Refined Fishing Co., Ltd.

ICE FISHING

Shifengda Technology (Shenzhen) Co., Ltd.

CAMPING & OUTDOOR PRODUCTSTS

Anhui Yaska Leisure Products Co., Ltd.

BOATS & ACCESSORIES

Qinyang Elegant Fishing Tackle R&D Co., Ltd.


FEATURE

RIMINI LANDS SUCCESSFUL

PESCARE FISHING AND

BOAT SHOW

Rimini proved to be the perfect location for the new-look Pescare Show, run by the

Italian Exhibition Group, which saw a huge surge in both exhibitor and visitor numbers.

Alongside a 50 per cent rise in

visitors from across Italy, there

was also a strong international

contingent, with numbers up by

90 per cent, including buyers from across

Europe.

Rimini Expo Centre, along with the

Riviera region, has become a new national

beacon for the passion and business of sport

fishing and pleasure boating.

The inaugural Rimini edition of IEG -

Italian Exhibition Group’s event for fishing

and boating was deemed a success across the

three day.

It saw a diverse community of experts

and enthusiasts of all ages, showcasing a

revamped format and a strong connection to

the local area and emerging trends.

Rimini, with its deep-rooted connection

to the sea and its dedication to hosting

world-class events, including sports and

lifestyle, has proven to be the perfect setting

for this edition.

Growth on show

The Pescare Show in Rimini witnessed

a significant increase in exhibitors, with

over 100 brands represented. The offer was

enriched with new nautical and electronic

brands, as well as the development of kayak

and motorboat sections.

The show and its side events showcased a

wide range of techniques, with a spotlight on

sea fishing and new trends such as Tenkara,

Spey casting, street fishing and Light Rock

Fishing.

The fishing tourism offerings were also a

hit, with a dedicated area for national and

international fare, reflecting the segment’s

overall growth at every level.

IEG’s strategy, shared with trade

associations and exhibitors, proved to be a

great success, too. By bringing the industry’s

main national event to a region known for its

love of fishing in all its forms, IEG appears to

have made a smart move.

Meanwhile, strengthening its partnership

with FIPSAS (the Italian fishing federation)

brought over 300 athletes to the show for

medal awards as well as welcoming entire

families with plenty of engaging activities for

children.

Moreover, the expo centre’s layout,

featuring both indoor and outdoor spaces,

proved to be a perfect fit for the public.

In the pool area, European fly-fishing

experts demonstrated their casting skills,


PESCARE SHOW

with the presence of EFFA – the European

Fly-Fishing Association – adding an

international flair. This was further elevated

by the partnership with the International

Game Fish Association, along with Rimini

Nautical Club.

Deep-rooted connection

Pescare Show Rimini fostered a strong

connection with the local community,

collaborating with the municipality

to promote initiatives that focus on

sustainability and environmental awareness.

This included the excitement of “offshow”

initiatives and competitions, from

the Colpo Fishing Trophy at Lake Pascoli to

the timed jet ski competition in the Republic

of San Marino and launch activities at the

Rimini Nautical Club.

The next stop for the 2025 event was

scheduled for the Mostra d’Oltremare in

Naples, from March 21st to 23rd.

The dates for next year’s Rimini edition

have already been set, spanning February

13th to 15th, 2026, at Rimini Expo Centre.

A VIEW FROM

THE SHOW

For the first time, TTW collaborated with

the organisers of the Pescare Show in

Rimini. TTW’s business development

manager, Guido Knegt, travelled there to

see what it was all about.

The Italian Pescare show marked its debut

in Rimini, situated along the picturesque

Adriatic coast.

Arriving at Bologna airport, I was warmly

greeted by a private driver who whisked me

away to a luxurious hotel located on Rimini’s

bustling strip, renowned for its upscale

tourist attractions.

Traditionally a B2C event, Pescare has

been ambitiously expanding its reach into

the B2B sector within the tackle industry.

Tackle Trade World entered into a

strategic media partnership with the

organisers to support this initiative and the

results were promising.

Alongside the sprawling exhibition halls

filled with consumer-driven booths, the

show featured multiple stages hosting

speakers, and casting demonstrations

by renowned anglers in one of the two

expansive outdoor casting pools.

Attendees could explore everything from

watercraft and boat promotions to fly tying

workshops, fishing trip operators (some

as far-reaching as Mongolia), technical

seminars on various fishing techniques,

product demonstrations, book launches and

opportunities to meet fishing celebrities.

The diversity of products on display

was impressively balanced, ensuring that,

despite the substantial attendance, there

was ample room for exploration and

engagement with areas of personal interest.

The meticulous organisation behind the

scenes and the dedicated team responsible

for its flawless execution deserve special

commendation. Their professionalism,

warmth and unwavering commitment to

customer satisfaction ensured that every

guest experienced the event with the

utmost comfort and enjoyment.

Overall, the 2025 Pescare show in Rimini

proved to be a highly rewarding experience.

It ran like a well-oiled machine, attracting

significant attention and setting the stage

for even greater industry resonance in the

years ahead.

www.pescareshow.it


SPOTLIGHT

SPOTLIGHT ON

LURES

Fishing with artificial lures has been a favourite method

among anglers for centuries and is the single most

popular way of targeting fish the world over. As a result, it

is a massive market, so where do you start…?

Unlike bait fishing, which relies on

natural food sources to attract fish,

lure fishing uses specially designed

artificial products that – usually

– mimic the movement, appearance and

behaviour of prey.

Whether you’re targeting freshwater or

saltwater species, understanding the different

types of lures and techniques can significantly

improve your success rate, not to mention

helping you source and stock the right ones for

your marketplace, as a retailer.

A brief history

Lure fishing dates back thousands of years,

with early civilisations using primitive forms of

artificial baits made from wood, bone and metal.

The development of fishing lures really

gained momentum in the 19th and 20th

centuries with innovations like the wooden

plug, metal spoon and, later, rubber worms.

Today, advancements in materials and

technology have led to the creation of highly

sophisticated lures that closely resemble real

fish and insects, increasing their effectiveness in

attracting predatory fish.

What makes them especially popular over

live bait is that they are simple and clean to

use, can usually be cast further or with more

accuracy to specific features and are generally

great for both catch and release angling or

fishing for the pot.

Anglers have more control over the

presentation of the lure, including speed, depth

and action, compared to using live bait. This can

be crucial in enticing a strike from wary fish.

There are numerous types of fishing lures,

each designed to imitate specific prey and

appeal to various fish species. Some contain

additional flavours or scents, sounds and rattles

or distinctive movements although there is an

old adage that most lures are designed to catch

both fish and anglers.

Soft plastic lures

Soft plastics or soft baits are flexible and lifelike,

mimicking worms, grubs and small fish. They

are often rigged with hooks and weighted jig

heads to enhance movement in the water.

Worms are a popular choice for bass fishing

in many territories, swimbaits resemble small

fish and are effective for a variety of species

while creature baits, as you might image from

their name, mimic crayfish and other bottomdwelling

prey.

Hard baits

Hard baits are rigid, often made from plastic

or wood, and designed to replicate fish, insects

or crustaceans. There’s a whole range of hard

baits out there including crankbaits – used

for covering large areas of water quickly –

jerkbaits, which are designed to impart erratic

movements that trigger predatory instincts

and topwater lures, which create surface

disturbances that attract fish from below.

Spinnerbaits and Buzzbaits

Spinnerbaits feature a metal blade that spins

when retrieved, creating vibrations and flashes

that resemble baitfish. Buzzbaits are a surface

variant designed to create noise and movement

that provokes aggressive strikes from fish like

bass and pike.

Jigs

Jigs are among the most versatile lures,

consisting of a weighted head and a skirt or


water column or occupy the shallows, which

is where topwater lures may score well.

LURES

soft plastic body. They can be fished at various

depths and are particularly effective for bottomdwelling

species like bass, walleye and flounder.

Spoons and Metal Jigs

Spoon lures are curved pieces of metal that

flutter in the water, imitating wounded fish.

Metal jigs are used in deep-water fishing and

are highly effective for species like tuna and

grouper.

Fly fishing lures

Fly fishing relies on lightweight artificial flies

that resemble insects, baitfish or crustaceans.

These lures are typically used in freshwater

environments to catch trout, salmon and

panfish or in saltwater for species like bonefish,

tarpon, permit and the like.

Lure choice

Selecting the right lure depends on several

factors, including target species, water

conditions and fishing environment.

Key considerations may include the clarity of

the water, depth and required retrieval speed,

fish behaviour and weather conditions.

Brightly coloured lures work well in murky

water, while natural colours are better suited to

clear conditions.

Some lures are designed for topwater action,

while others work best at mid-depth or deep

water. Talk to the brands you work with to

understand which lure does what; although

most lures detail their diving depth on the

packaging and sometimes even their optimum

retrieve speed.

Understanding how various fish species react

to different lures can help in choosing the most

effective ones, although some anglers like to

mix it up and try something leftfield from time

to time.

Overcast days may call for different lure

colours and actions compared to bright, sunny

conditions. In warm weather there’s often a

chance that predators will come higher up the

Top techniques

To maximise success, anglers should master

various lure fishing techniques, giving them

a range of options depending on the target

species and the conditions on the day.

The most common method is casting and

retrieving, which – as you might imagine –

involves casting the lure out and reeling it back

with varying speeds and motions to mimic

prey. Techniques like stop-and-go retrieval,

twitching and steady retrieve can trigger

strikes.

Jigging involves lifting and dropping the

lure to create an enticing motion. This method

is particularly effective for deep-water fishing.

Trolling involves dragging lures behind a

moving boat to cover large areas and target

fast-moving species like tuna and walleye.

Anglers will monitor the rod tip for signs of a

bite and won’t necessarily need to strike, they

will often simply lean into a fish.

Using topwater lures to create surface

disturbances can provoke aggressive strikes

from predatory fish, making it one of the most

exciting fishing methods.

Maintenance and storage

Proper maintenance of fishing lures ensures

longevity and effectiveness, so anglers will

tend to rinse them after use, especially those

for saltwater as well as keeping the hooks nice

and sharp.

Correct storage is essential and the need

for sharp hooks and organised lure selections

allows the smart dealer to upsell various

accessories, from sharpening stones to

dedicated luggage and tackle boxes, which

keep the lures in tip-top condition and ensure

they are easy to find, preventing damage and

tangles.


SHOP WINDOW

2

4

1

3

1 LIVINGSTON LURES

MUSTANG SWIMBAIT

For 2025, Livingston Lures has

unveiled the Mustang, marking

a significant advancement in

swimbait technology. Designed

in collaboration with international

award-winning lure designer and

professional angler Steven Paul, the

Mustang is a true masterpiece that

animates with every cast.

Its design generates a lifelike

yet exaggerated action in water,

perfectly mimicking a fleeing,

wounded baitfish. The Mustang’s

paddle tail produces a distinct

thump, enhanced by an intense

belly roll and a side-to-side head

motion, bringing vibrancy to even

the simplest retrieves. Its realism is

further enhanced by Livingston’s

EBS Sound Technology, making this

the only swimbait that authentically

looks, feels and sounds like a

baitfish.


2 DAIWA

BESSIE

Inspired by the story of Bessie,

or the Lake Erie Monster and

engineered with heavy duty

components, the Bessie is built

to stand up to the brutal and

unforgiving conditions of chasing

big muskie.

Built using custom Daiwa Extra

Tough parts, the Bessie has been

moulded using a hand-carved scale

pattern and incorporates a forwardfacing

font prop on the floating

model or a reverse prop on the

slow and fast-sinking versions.

There’s a stainless steel blade for

added vibration, noise and action,

realistic 3D eyes and size 4/0 ultrasharp

hooks to ensure your prize

doesn’t get away. It’s available in six

colours.

www.daiwa.us

3 LIVETARGET

FLUTTER SHAD

The Flutter Shad mimics a shad

fluttering in distress. The inner core

produces a vibrant flash while the

feather hook creates drag and

holds the hook in the ideal strike

position when falling.

Lift and drop to create a falling

shimmy action or snap the rod tip

to impart an erratic twitch action.

The result is a strobing flash that

triggers predatory gamefish.

It comes in four sizes: 1¾in

(45mm), 2in (55mm), 2½in (65mm)

and 2⅝in (70mm).

www.mustad-fishing.com/

livetarget

4 E-Z BAITS

MULLET SCENT

Fishbites has released a mullet

scent in its E-Z Baits and E-Z Pro

line-up. Both are made with the

Longer Lasting formula, which

provides extra durability for

extended periods of time. These

baits feature a cloth binder in the

middle that keeps it on the hook

despite the efforts of notoriously

toothy bait stealers.

Just cut it, hook it and cast it. All

you need is sharp scissors.

E-Z Mullet can be used on a bare

hook or as a trailer on a jig or skirt.

Each bait strip is ½ in wide and

about 12in long. Use them to catch

a wide variety of saltwater species.

www.fishbites.com


LURES

5

6

7

8

5 BERKLEY POWERBAIT

SALTWATER PRE-RIGGED CULLSHAD

Whether fishing for drum, big trout,

snook or other inshore species, the

Saltwater CullShad is the angler’s

go-to lure for its fish-attracting

abilities and now comes pre-rigged,

ready to fish out of the box.

This large-profile paddle tail

soft lure features lifelike eyes

and a durable honeycomb back

design, which enhances its natural,

erratic tail-thumping swimming

action. The broad tail creates a

pronounced wagging motion that

perfectly imitates a swimming

fish. This larger profile significantly

increases its drawing power,

enticing reactionary strikes from

inshore predators.

It is available in 10 essential

colours to entice fish in most

inshore fisheries. The pre-rigged

treble hook can be removed when

fishing in grassy areas or shallow

reefs.

www.berkley-fishing.com

6 PANTHER MARTIN

FISH SCALE SPINNERS

Strikingly realistic new

patterns from Panther Martin

will have fish biting non-stop. The

Fish Scale series is available in five

dynamic colour patterns (brown,

blue, green, purple and orange), the

three most popular sizes (2 1/16 oz, 4 1/8

oz and 6 ¼ oz) and two hook styles

(treble and single).

The most exciting part is the

realistic scale pattern covering the

classic Panther Martin convex/

concave blades and tear drop

bodies. The pattern is applied using

a special airbrush technique and

a stencil which creates a smooth,

lifelike look.

Ombrè colouring creates shades

of colour on the blades and bodies,

further enhancing the allure of the

Fish Scale spinners.

www.panthermartin.com

7 Z-MAN

TRD FATTYZ

Beyond its radical fusion of soft yet

impossibly sturdy, the finessesized

TRD FattyZ possesses a

natural affinity to self-activate and

effectually fish itself.

As the tail rises, ripples and

breathes in the underwater

currents, this action is especially

enticing to selective bass.

ElaZtech baits like the TRD FattyZ

exhibit the underwater angle to

create a bait that doesn’t lie flat on

bottom but rises up on its own and

moves like something truly alive.

The 3¼ inch TRD FattyZ

possesses a simple elegance

reflected in its minimalist, slinky

silhouette and in its underwater

endurance.

It’s a versatile finesse bait, equally

energetic no matter how you rig it:

Ned, Neko, dropshot or wacky.

www.zmanfishing.com

8 SAVAGE GEAR

3D MULLET PRO

Based on the 3D scan of a real

mullet, this was designed to be the

formidable adversary to sizable

inshore species. It features a

versatile line-thru construction that

gives anglers the flexibility to mount

a single hook on the back or a treble

hook on the belly, helping them

fine-tune their hook-up strategy and

land more fish.

Whether fishing for large tarpon,

giant snook or other inshore

predators, the 3D Mullet PRO

comes in seven fish-attracting

colours and is designed with a

pulse tail for lifelike swimming

action to entice fish that are not

easily tricked into a bite.

The lure can be worked

extremely slow or fast, delivering

vibration and water displacement

with absolute realism to trigger

even the most discerning fish.

It comes in four sizes and seven

colours.

www.savagegear.com


FEATURE

RAPALA

RAPALA TOOLS UP WITH

SCREW DIVER

Lure expert Rapala continues to push the boundaries of the product range through

technology. One of its latest advancements, the Screw Diver System, is designed to

allow anglers to adjust the swimming depth with the turn of their wrist, literally.

For decades, Rapala has been

synonymous with quality and

innovation in the tackle industry.

Known for its expertly crafted lures

that have helped anglers land trophy fish

worldwide, the company continues to push the

boundaries of lure technology.

Unlike traditional fixed-weight lures, which

are limited in terms of action modification, the

Screw Diver system allows anglers to control

the swimming depth of their lure, making it

adaptable to various fishing conditions.

The system features a compact, screw-like

tungsten weight that attaches to the lure’s

belly. Available in 5g, 7.5g, 10g and 15g, these

weights provide anglers with versatile depth

control.

This adaptability lets fishermen fine-tune

their presentations without changing lures,

making it an essential tool for targeting fish at

varying depths.

With the Screw Diver System, a single lure

can function in multiple roles, eliminating the

need to switch baits constantly.

allowing anglers to adjust the lure’s action for

precision targeting of large predators.

Due to its success, the system was then

integrated into the new Super Shadow

Rap Jerk, further expanding its range of

applications. Rapala is rapidly expanding

its line up of baits featuring the Screw

Diver System, with more developments in

the pipeline to bring this game-changing

innovation to a wider range of anglers.

Rapala’s Screw Diver System exemplifies the

brand’s dedication to pushing the boundaries

of lure innovation.

By providing anglers with a dynamic,

adjustable system, Rapala has once again

solidified its position as an industry leader.

Whether you’re a seasoned pro or a

weekend warrior, this revolutionary feature

promises to elevate your fishing game to new

heights.

www.rapala.eu

Designed by anglers, for anglers

Alban Choinier, a key member of Rapala’s

product development team and an avid angler

himself, played a crucial role in bringing the

Screw Diver System to life.

Understanding firsthand the importance of

lure versatility, he sought to create a system

that would allow fishermen to adapt quickly

and effectively to changing conditions without

switching baits.

The Screw Diver System was first

introduced on the Super Shadow Rap Glide,


FEATURE

LIVINGSTON LURES GOES

LARGE WITH THE MAGNUS

The Magnus, designed by acclaimed lure designer Steven Paul in partnership

with Livingston Lures, has debuted for the 2025 fishing season.

LIVINGSTON LURES

Engineered to be the sole swimbait

required by musky and pike anglers,

the Magnus aims to transform the

way fishing enthusiasts buy and use

swimbaits.

No more buying shallow or deep versions

as the Magnus’s hard head section has a builtin

adjustable weight system. This simple,

adjustable weight system allows you to fish

your Magnus shallow, mid and at depth with

just a few turns of a Phillips head screwdriver.

The Magnus uses the same weight system

as Livingston Lures’ Titan and Kraken,

allowing anglers endless weighting options on

the water.

Top to tail

The hard head section of the Magnus not

only allows weight changes but also greatly

increases your hooking ratio. It is common

knowledge that muskies and pike head-strike

swimbaits. The hard head of the Magnus

allows for far better hook sets as the

hard head translates all of your

hook-setting power to

the fish.

The Magnus also features an easily

removable, replaceable tail section. This

means no more torn up, unusable swimbaits.

In a matter of seconds, you can replace the

tail section of the Magnus, making the lure as

good as new for just a few dollars.

The replaceable tail system also allows

anglers to mix and match head and body

combinations. Replacement Magnus tails are

offered in two sizes, allowing anglers to change

the overall size and profile of the lure. The

Magnus’ ability to shape shift ensures it has a

place in every angler’s tackle box throughout

the entire year.

All-round skills

The head of the Magnus has a heavy gauge

stainless steel wire that slides into the

replacement bodies making tail changes simple

with perfect results every time.

The replacement tails are ready to go

straight out of the package

as they are made with a

perfectly aligned receiving end for the stainless

through wire. The only tool you need to

replace a Magnus body is split-ring pliers to

remove and replace the rear hook.

Another leap forward is the head wander

and side to side action of the Magnus. With

just a simple straight retrieve it will not only

emit a huge thump and vibration with its

large paddle tail but also elicit strikes as it has

immense head shake and belly roll.

The lure has action throughout its entire

body – head wander, body roll and the paddle

tail’s thump. The pronounced action of the

Magnus is exactly what today’s demanding

musky and pike anglers want to see. Its

undeniable action in all aspects and at all

speeds delivers thump, vibration and belly roll

throughout the entire cast.

The Magnus from Livingston Lures is

simple to use, built to last and made for trophy

class musky and pike.

Boasting action, versatility and durability,

the Magnus brings all of this to your tackle box

and so much more.



FEATURE

© PRADCO Outdoor Brands

ASAFISHING

FUNDING CONSERVATION:

AN INDUSTRY - AGENCY - ANGLER SUCCESS STORY

For 75 years, the US tackle industry has paid into a fund to restore fish habitats

and boost the sport. American Sportfishing Association public affairs manager

Rob Shane explains why it is so important.

Since 1950, the sportfishing industry

has paid a portion of the sale of

most fishing products back to

conservation. As we celebrate the

75th anniversary of the Dingell-Johnson

Act, it’s the perfect time to dig into how the

American conservation model has benefited

anglers and the industry, and a few ways we

can make it work even better.

If you’ve spent any time on a publicly

managed body of water in the USA, there is a

good chance that you are enjoying the benefits

of the Dingell-Johnson Act.

Under this landmark law signed by

President Truman, sportfishing equipment

manufacturers pay up to a 10 per cent

excise tax on almost all recreational fishing

products. This tax goes into the Sport Fish

Restoration Fund (SFR) and granted to state,

commonwealth and territory fish and wildlife

agencies.

Giving back

Since its founding, SFR has given $11

billion back to the sport. These funds have

contributed to the maintenance and operation

of 9,000 public boating and fishing access

areas, 320 state fish hatcheries that stock one

billion fish annually, and provided aquatic

education and introduced more than 850,000

individuals to fishing.

However, when the law was passed threequarters

of a century ago, its conceivers

could not have predicted the innovations in

consumer technology and this thing called

“the internet.”

Online marketplaces allow foreign

manufacturers to sell products directly to

consumers without paying the federal excise

tax. This has resulted in tens of millions of

dollars in federal excise tax slippage – money

that should be going toward restoring streams

and improving fisheries.

In on the act

To solve this problem, Reps. Jimmy Panetta

(D-CA) and Blake Moore (R-UT) introduced

the bipartisan Sporting Goods Excise Tax

Modernisation Act earlier this year.

The bill intends to close the slippage

loophole by requiring online marketplaces

to collect excise taxes in transactions of

foreign fishing equipment sold direct to US

consumers.

Passing this bill will level the playing field

for tax-paying manufacturers and increase

conservation funding.

The user-pay, public-benefit model created

by the Dingell-Johnson Act is widely popular

within the industry and among anglers. It

creates a flywheel where everyone has skin in

the game.

America’s 57.7 million anglers rely on clean

water, abundant fisheries and access to both.

The sportfishing industry, which contributes

$230 billion to the US economy, relies on

anglers purchasing new products.

Both anglers and the industry depend on

agencies to maintain public access and manage

fisheries for future generations.

So, when you head out for your next great

US fishing adventure, thank the Dingell-

Johnson Act for 75 years of transforming your

excise tax dollars into lifelong memories on

the water.

And know that groups like ASA are working

to maintain its solvency well into the future.

www.asafishing.org

© PRADCO Outdoor Brands


FEATURE

EFTTA’s Ross Honey (left) and

Gerard Bakkenes (right).

EFTTA’s work is vital in safeguarding

the European tackle industry.

“A pivotal year

for the European

tackle trade.”

TTW talks to European Fishing Tackle Trade Association

(EFTTA) president Gerard Bakkenes and vice-president

Ross Honey about the organisation’s efforts to bring the

industry closer together and keep it safe.

TTW: How has the last year been

for EFTTA?

GB/RH: The past year has been pivotal for

EFTTA as we’ve strengthened our role as the

voice of the European fishing tackle industry.

We’ve focused heavily on advocacy and

lobbying, engaging with key policymakers

in the European Parliament to ensure that

angling is properly represented in legislative

discussions.

Additionally, we’ve been working to

expand our membership base, ensuring

that EFTTA remains a strong, unified body

capable of influencing the future of the

industry.

TTW: It seems there has been a

real shift in emphasis at EFTTA

recently. What’s that all about?

GB/RH: Yes, there has been a shift towards

greater political engagement and advocacy.

Our industry faces increasing regulatory

challenges, from environmental policies to

trade restrictions and it’s crucial that we have

a seat at the table when these decisions are

being made.

We are also prioritising sustainability and

innovation, helping our members adapt to

a changing landscape while ensuring that

angling continues to thrive across Europe.

Next to regulatory challenges, we also see

upcoming societal pressure. Hence is it of the

utmost importance to keep underpinning the

social and economical value of recreational

angling!

TTW: How has the tackle trade in

Europe reacted to your efforts to

recruit?

GB/RH: The response has been very

encouraging. Companies are recognising

that being part of EFTTA isn’t just about

industry networking – it’s about protecting

and growing their businesses in an evolving

regulatory environment.

Many have seen firsthand the benefits

of having a unified voice representing their

interests at the European level, and as a

result, our membership is growing steadily.

TTW: What have been the most

significant things that have

happened at EFTTA recently?

GB/RH: The most significant developments

have been our increased engagement with

the European Parliament and the European

Anglers’ Alliance (EEA), representing the

anglers themselves.

We have made substantial progress in

ensuring that angling is recognised as both

an economic driver and an environmentally

sustainable activity.

Additionally, our collaborations with other

industry stakeholders and conservation

groups have helped highlight the positive

contributions of recreational fishing to

biodiversity and local economies.

TTW: Although EFTTA still owns

the EFTTEX name, you have

licensed the popular show to a

third party (Janet Doyle). Why?

GB/RH: By clearly defining EFTTA’s mission

and vision it was decided that EFTTA can’t be

seen as a show organiser.


Much lobbying takes place in the

European Union in Brussels.

THE BIG INTERVIEW

EFFTA lobbyist Jan Kappel.

Fishing faces many challenges but it also helps

people’s physical and mental wellbeing.

Our focus is on three pillars – lobbying,

advocacy and creating membership benefit. A

third party showed interest in the EFTTEX

brand (which is the property of EFTTA) and

it was decided to license the brand out against

a small fee. This fee is a welcome addition

to the needed finances of EFTTA to fuel

focusing on its mission and vision.

TTW: What’s your current

assessment of the European

fishing tackle market? Is 2025

looking more positive than 2024?

GB/RH: The European tackle market

has faced challenges in 2024, particularly

with supply chain disruptions and shifting

consumer behaviours.

However, there are signs of recovery as

we move into 2025. The continued interest

in outdoor activities, coupled with growing

participation in angling across different

demographics, suggests that we are heading

in a positive direction.

Sustainability and innovation will play

key roles in shaping the market’s future, and

companies that adapt to these trends will

likely see strong growth.

TTW: What threats should the

European tackle trade be most

concerned about right now?

GB/RH: Regulatory challenges remain a

major concern, particularly restrictions on

fishing access, increasing environmental

legislation, and potential trade barriers.

Additionally, the industry must be vigilant

against supply chain instability and economic

pressures that could impact consumer

spending. Also, most important are social

pressures, ensuring that angling is recognised

EFTTA’s first Angling Summit

was a huge success.


FEATURE

Encouraging more people into fishing is crucial work

undertaken by the EFTTA team and members.

as a sustainable and valuable activity is crucial

to overcoming these threats.

TTW: And what opportunities

do you see for our industry going

forward?

GB/RH: There are exciting opportunities in

technological innovation, from advancements

in tackle design to the increasing use of digital

tools in angling.

Sustainability is another key area –

companies that invest in eco-friendly

materials and production processes will have

a competitive edge.

Additionally, growing youth engagement

in fishing, particularly through digital content

and social media, presents an opportunity

to expand the market and attract a new

generation of anglers.

Recreational angling provides significant

health benefits, both mentally and physically.

Spending time outdoors near water has been

proven to reduce stress, improve focus, and

promote relaxation.

The physical activity involved in fishing,

whether it’s casting, reeling in or simply

walking along the shoreline, contributes to

cardiovascular health and overall fitness.

Fishing also encourages mindfulness,

allowing individuals to disconnect from

the pressures of daily life and find balance

between work and personal well-being.

From an environmental perspective,

recreational angling plays a crucial role

in nature preservation. Anglers are often

active participants in conservation efforts,

supporting habitat restoration, clean water

initiative and sustainable fishing practices.

Many fishing organisations promote catchand-release

methods and educate anglers on

responsible fishing to protect fish populations

for future generations. The funds generated

through fishing licences and tackle taxes are

reinvested into environmental programs,

ensuring the health of aquatic ecosystems.

Fishing is also a powerful tool for social

connection, bringing people together across

generations and communities. Whether

through casual outings, competitive

events or local fishing clubs, angling fosters

relationships and strengthens bonds.

Taking elderly individuals fishing provides

them with an opportunity to stay engaged,

physically active and socially connected,

reducing isolation and enhancing mental

wellbeing.

Fishing trips with family and friends

create lasting memories and provide a

shared experience that transcends age or

background.

Ultimately, recreational angling is

more than just a pastime – it is a means of

improving personal health, maintaining a

work-life balance, preserving nature and

strengthening social connections. It offers

people of all ages and abilities a way to

enjoy the outdoors, relax and contribute to

conservation while staying connected to their

communities.

TTW: Why should European tackle

companies join EFTTA?

GB/RH: EFTTA provides a collective voice

for the industry at the highest levels of

Much focus is being placed

on fish stocks too.

government and policymaking. By joining,

companies gain direct access to insights

on regulatory changes, market trends, and

opportunities to shape the future of angling

in Europe.

Our advocacy work ensures that businesses

are not only protected but also positioned for

growth in an evolving landscape. More than

ever, unity within the industry is essential,

and EFTTA is the platform that brings it

together.

Further, EFTTA has to act as the connector

between all stakeholders at both industrial as

well as non-industrial level. We need to gear

up the trade representation, which is not only

limited to recreational angling brands but also

adjoining industries.

We need to gear up the trade pyramid (EU

=> National => Local) as well as engage with

the anglers’ representatives.

www.eftta.com


FEATURE

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BUSINESS

DOING BUSINESS WITH…

DENMARK

It may seem like a small country but Denmark has some great tackle

brands, a high percentage of anglers and a wide spread of fishing

opportunities. Ignore it at your peril.

Best-known for its LEGO,

pastries, lager, butter

and bacon – as well

being a land of Hygge

or cosy contentment – Denmark

is a Scandinavian country in

northern Europe, made up of the

northern Jutland Peninsula and an

archipelago of some 406 islands

(not to mention the Faroe islands

and Greenland).

Although small in land area,

Denmark packs a punch in terms

of exports and its economy and

supports a high standard of living

– its per capita gross national

product is among the highest in

the world – with well-developed

social services.

The economy is based primarily

on service industries, trade, and

manufacturing; despite the fact

no location is more than 52km (32

miles) from the coast, only a tiny

percentage of the population is

engaged in fishing.

However, this industry remains

economically important and

Denmark is among the world’s

largest exporters of fish products.

Herring, cod, and plaice (flatfish)

account for most of the total catch,

alongside salmon and eels.

Although Danish natural

resources are limited, the

discovery of oil and natural gas

fields in the North Sea eventually

permitted self-sufficiency and,

with its relatively flat terrain, it

is also now more reliant on wind

power from the turbines which

have sprung up across the territory.

Thanks to its islands, Denmark

boasts countless bridges and

harbours, including the Great

Belt bridge, which links Zealand

with Funen (via the small island

of Sprogø) and the Øresund Link,

connecting it with Sweden while

Kastrup, near Copenhagen, is one

of the busiest airports in Europe

and a centre for international air

traffic.

Tackle trade

According to Dansk Lystfiskeri,

the Danish angling association

(made up of manufacturers,

wholesalers, tackle shops, fishing

guides, tourism companies, boat

operators and other organisations),

there are around 450,000 to

half a million anglers; not bad for

a country with a population of

almost six million people.

With approximately 160

tackle shops, 200 angling clubs,

a number of key brands and a

swathe of lakes and coastline,

the tackle trade contributes

an estimated $5 billion to the

economy.

In 2022, Denmark imported

approximately 732,400 fishing

rods and other tackle, with

China being the largest supplier,


ECONOMY

FOCUS

DENMARK

GDP 412.3 billion USD

GDP Growth rate 2.5%

GDP per capita 69,273 USD

Unemployment rate 2.9%

Top Export Partners:

Germany $14.8 billion USA $12 billion

Sweden $11.2 billion The Netherlands $7.89 billion

China $5.91 billion

accounting for 17.2 per cent of

imports, with other notable

suppliers including Poland,

Sweden, Germany, the United

States and The Netherlands.

The same year saw it export

around 558,000 units of fishing

rods and related equipment,

marking an eight per cent

increase from the previous year,

reflecting the competitiveness

of Danish manufacturers in the

global market.

The retail sector is largely

dominated by independents,

some of the biggest of which lie

in the capital city Copenhagen in

the east of the country.

Out of the city centres you will

find larger stores with a more

modern feel, similar to what

you might find in the USA, with

more floor space, cleaner layouts

and products displayed in a more

orderly format.

There are also large online

retail operations that expand

their reach, although online retail

is relatively modest in Denmark

as many anglers prefer visiting

a local store to browse and get

advice; and there is usually at

least one within driving distance.

Nearly all tackle stores in

Denmark deal directly with

brands themselves, so there are

very few remaining wholesalers

or middlemen in the chain.

Top Import partners:

Germany $23.8 billion Sweden $14.6 billion

Norway $12.6 billion The Netherlands $11.2 billion

China $10.6 billion

FACT FILE

Capital: Copenhagen

Population: 5.982 million

Prime Minister: Mette Frederiksen

Official language: Danish

Currency: Danish Krone (DKK)

Time zones: Central European Standard Time GMT+1

Dialling code: +45

Internet domain: .dk


BUSINESS

Distributors like the relatively

recently formed Catch Fly Fishing

Partners tend to service the whole

Scandinavian or even European

market for key brands, often from

the USA.

Among the best-known Danish

tackle firms are Fairpoint Outdoors

– which owns the Westin and

Kinetic brands – Ahrex hooks

and the European headquarters of

Wiley X eyewear.

Perhaps the biggest was

Svendsen Sport, which spawned

many brands including Savage

Gear, Prologic, MadCat and even

owned DAM; however back in

2022 it was purchased by the giant

Pure Fishing organisation for $153

million, with those brands now

assimilated into the US-based

corporation.

Peter Lyngby, president of

Dansk Lystsikeri, told TTW:

“Trade is suffering because of

environmental issues, mainly

coastal and inshore – it’s a good

thing, long term, that these issues

have gained public and political

attention – but the short-term

effect is that the focus on angling

from the less engaged angler is

decreasing… ‘Why go fishing if the

oceans are dying?’ Although there

are still a lot of options.

“This means a huge drop in

tackle sales when it comes to

the kind of terminal tackle and

low-end gear you would buy, if

for instance a family wants to take

the youngsters fishing during a

holiday.”

Fishing options

Denmark boasts a wide variety of

opportunities for the discerning

angler, thanks its extensive coastal

waters, around 120,000 lakes,

containing a good head of pike,

perch and even zander, plus rivers

and streams.

Fishing is possible year-round,

from the long summer evenings to

ice fishing in the winter.

Coastal fishing for sea trout,

whether spinning or with a fly rod,

is very popular – both for Danish

anglers and in terms of tourism –

while summer fishing for sea bass,

mackerel, garfish and herring also

keeps the reels spinning and the

tills ringing.

Heavy rods are the norm

for casting metal spinners long

distances, alongside wading gear,

portable nets and saltwater-proof

reels.

Freshwater predator fishing for

pike, perch and zander is common,

with methods such as jigging and

trolling used.

Fly fishing is also strong here,

with anglers targeting Atlantic

salmon in the Skjern River or sea

trout in many rivers and streams in

western Jutland,as well as grayling.

Denmark also has a history

of coarse angling for bream and

roach, particularly with UK

anglers, and many big-money

matches were held in its lakes at

one time, although the decline in

match fishing’s popularity along

with the loss of major ferry routes

has put paid to much of this.

Fish populations have also been

damaged by a large population

of cormorants, both local and

migratory birds from the rest of

Scandinavia.

Market dynamics

Several factors have contributed

to the growth and evolution of

Denmark’s fishing tackle market,

including – like many other places

– a rise in popularity of the sport

during Covid-19

This continues to expand the

customer base for fishing tackle

and this surge is evident across

various age groups, with a notable

rise in child participants.

Manufacturers are continually

innovating, introducing advanced

fishing gear that enhances the

angling experience. These

innovations include improved

rod materials, sophisticated

reel mechanisms, and highperformance

lures. Such

advancements attract both novice

and seasoned anglers seeking to

upgrade their equipment.

The proliferation of online

retail platforms is starting to make

it easier for consumers to access

a wide array of tackle. Online

shopping offers convenience,

competitive pricing and access

to customer reviews, influencing

purchasing decisions. Despite

the Danes seeming to prefer

traditional tackle shops, the online

sector will undoubtedly continue

to grow.

Denmark’s scenic waterways

and well-managed fishing spots


INDUSTRY

INSIGHT

DENMARK

Hanna Bossow

Vestergaard

CEO, Catch Fly

Fishing Partners

also attract tourists and host

various fishing events. These

activities not only boost local

economies but also increase

demand for fishing equipment.

Challenges and

opportunities

While the market shows robust

growth, it faces several challenges:

As Peter Lyngby pointed

out, there are significant

environmental concerns.

Sustainable fishing practices are

becoming increasingly important,

especially given the threat from

cormorants, while pollution has

also played its part over the years.

Manufacturers and retailers are

under more and more pressure to

offer eco-friendly products and

promote responsible angling to

preserve aquatic ecosystems.

Extended Producer

Responsibility (EPR) – a policy

strategy designed to hold

manufacturers responsible for the

end-of-life consequences of their

goods – is touching many areas

of Europe and has recently been

brought into focus in other parts

of Scandinavia, most notably in

Sweden. It’s only a matter of time

before this impacts on the Danish

tackle market too.

Other fishing regulations, both

domestic and international, can

impact equipment standards

and usage. Staying compliant

requires continuous adaptation by

manufacturers and retailers.

The influx of low-cost imports

presents competition for local

producers. Differentiation

through quality, innovation and

brand reputation is essential for

maintaining market share.

Conversely, opportunities

abound, including product

diversification. Developing

specialised equipment for niche

markets, such as fly fishing or sea

angling, attracts and maintains

dedicated customer segments.

Incorporating technology, such

as smart fishing rods with sensors

or apps that track catches, can

appeal to tech-savvy anglers.

Looking ahead

The Danish fishing tackle market

appears poised for continued

growth. Projections indicate a

positive trajectory, driven by

sustained interest in recreational

fishing, technological innovations

and expanding online sales

channels. Manufacturers and

retailers focusing on quality,

sustainability,and customer

engagement are likely to thrive in

this evolving landscape.

In conclusion, Denmark’s tackle

market is a vibrant and integral

part of the country’s cultural

and economic fabric. Balancing

tradition with innovation, and

addressing challenges with

strategic initiatives, will ensure

the sector’s prosperity in the years

to come.

“I anticipate that 2025

will bring a number of

changes to our industry,

particularly in Scandinavia.

With major brands

undergoing ownership

changes or relocating

distribution in 2024, and

new players entering the

market, the stage is set

for a shift. This creates

opportunities for both

established businesses and

newcomers alike.

“As new owners bring

fresh perspectives, I hope

we will see some strategic

shifts and changes in

market share, a natural part

of the industry’s evolution.

“Denmark, home to

many strong distribution

and manufacturing

companies, is wellpositioned

to make

the most of these

developments. I firmly

believe Denmark will

remain a key destination for

brands seeking distribution

and manufacturers looking

to establish themselves in

the angling industry.

“At Catch Partners,

we had the privilege of

partnering with the ‘new’

but well-established

American apparel brand

Skwala Fishing in late 2024

and I believe 2025 presents

the perfect opportunity for

its market entry.

“I am closely following

the developments of my

colleagues and I am always

on the lookout for new

brands and opportunities

to grow my own business.”

www.catch-partners.com

WWW.TACKLETRADEWORLD.COM

35

FEATURE

EXPORT REVENUE REACHES 500

MILLION YUAN: LINXIANG CITY’S

FISHING FLOAT INDUSTRY RISES TO

A 10-BILLION-YUAN MARKET

On February 11th, Hunan Ruiqi Outdoor Products Co, located in the

Fishing Tackle (Float) Industrial Park of Linxiang City, Hunan Province,

shipped its first overseas order of the new year worth 50 million yuan.

Specialising in the production of artificial fishing lures and floats, the

company successfully penetrated markets in Europe, America, Japan, South Korea

and Southeast Asia in 2024, securing over five million foreign trade orders annually

and achieving an export revenue of 500 million yuan. It has become a benchmark for

Linxiang brands going global. In 2024, the annual output value of Linxiang's fishing

tackle (float) industry exceeded 8.5 billion yuan.

Linxiang floats dominate over 80 per cent

of the domestic market, with an annual

production exceeding 200 million units. The

city has leveraged leading enterprises to drive

the integrated development of upstream,

midstream, and downstream industries, as

well as large, medium, and small enterprises.

The municipal government allocates

100 million yuan annually for scientific

and technological innovation subsidies,

encouraging companies to develop over 10

new technologies, such as fully automatic

polishing machines and 3D printing, in

response to market demands. This has led

to the launch of more than 4,000 products,

including smart floats and carbon fishing

boxes. Currently, fishing tackle (float)

enterprises in the city hold 540 patents, with

nine companies recognised as industry leaders

by the State Administration for Market

Regulation. The industry has been awarded

the title of a provincial-level specialised SME

cluster, employing over 60,000 people across

the entire industrial chain.

In 2024, Linxiang's float exports

experienced explosive growth, with total

foreign trade orders exceeding 15 million and

export revenue reaching 1.5 billion yuan. Liu

Qi, the mayor of Linxiang, highlighted the

city's introduction of the Jicheng Outdoor

Leisure Industrial City, a one-billion-yuan

investment project. This initiative aims

to create an industrial service platform

integrating centralized procurement, design


CHINA

and R&D, innovation incubation, financial

support and foreign trade exports, helping

fishing tackle companies reduce costs and

enhance innovation.

Linxiang has also seized the opportunities

presented by "live streaming + e-commerce,"

vigorously developing new business models

such as e-commerce, online live streaming,

and influencer-driven economies. In 2024,

the city's fishing tackle (float) e-commerce

shipments ranked among the top three in

the province's specialty industries, with sales

in the float category on Douyin (TikTok's

Chinese counterpart) leading the national

fishing industry. The total number of express

deliveries exceeded 80 million orders.

To accelerate the deep integration

of industry, city, culture and tourism,

Linxiang has promoted its unique industrial

landmark, "Linxiang Floats: Fishing Across

the World," through festivals, competitions

and recreational fishing events. Since 2023,

the city has hosted over 50 festivals and

competitions, including the Float Culture

Festival, generating over 3 billion media

impressions and attracting more than

200,000 visitors, resulting in transactions

exceeding three billion yuan. The city aims

to list the first fishing tackle (float) company

on the stock market within three years and

achieve a 10-billion-yuan output value by

2025.


FEATURE

THE RISE OF GESHAN TOWN:

FROM HUMBLE BEGINNINGS TO

A GLOBAL FISHING TACKLE HUB

Currently, nearly 50 per cent of China's fishing lines are produced in Geshan

Town, Dongyang, Zhejiang Province. In this small town, buildings adorned

with "fishing tackle" signs are a common sight, and the atmosphere of the

fishing tackle industry is palpable. The town has even coined the slogan,

"Wherever there is sea, there are Geshan fishing lines."

From its initial focus on simple fishing line

processing, Geshan Town has evolved into a

comprehensive industrial hub that produces a

variety of fishing-related products, including

fishing reels, bait and fishing rods, forming a

complete and mature industrial chain. Located

in central Zhejiang, far from the coast or any

major lakes, how did Geshan Town manage to

"cast a long line to catch big fish"?

The story of Geshan becoming a fishing

tackle hub began with a cross-regional love

story. In the 1980s, the fishing tackle industry

in Dongyang's Geshan Town was just starting,

with an output value of just over a million yuan.

Lou Yajun, president of the Dongyang Fishing

Tackle Industry Association and founder of

Geshan Town's Modern Fishing Tackle, recalls

that the "guide" who brought the fishing tackle

industry to Geshan was a businessman from

Shanghai. During a business trip, he met a girl

from Geshan on a train, and the two fell in love

at first sight. To follow his heart, he moved from

Shanghai to Dongyang and established a fishing

line factory in Geshan, bringing the fishing line

industry and its merchants to the town.

This romantic union became the catalyst

for the industry's growth. The Shanghai

businessman's factory quickly attracted relatives

and friends to join and, from small family

workshops to a network of "relatives bringing

in relatives and friends bringing in friends,"

Geshan gradually formed a fishing line industrial

cluster centered around Xiatang Xialou Village.

Over four decades, Geshan Town leveraged

its network of relationships to grow the

industry. By 2010, the fishing tackle industry in

Geshan had begun to take shape, with an output

value exceeding 80 million yuan. By 2024, the

town had over 300 registered fishing tacklerelated

enterprises, with annual sales surpassing

two billion yuan, employing more than 5,000

people, and exporting products to over 40

countries and regions.

Today, in Xiatang Xialou Village, a machine

for packaging fishing lines allows villagers to

earn money without leaving their homes. More

than half of the village's 1,900 residents are

involved in the fishing line business, with some

families working together in the trade.

"The barrier to entry in this industry is low

and the returns are high. As long as you're

willing to put in the effort, buying a few

packaging machines and working from home

can earn you much more than a regular job,"

said Lou Hangfeng, the village party secretary.

He calculated that a family investing tens of


thousands of yuan in equipment could easily

earn over 100,000 yuan a year, with some even

breaking the million-yuan mark.

Now, almost every household in the village

is involved in the fishing line business. The

packaging of fishing lines not only provides

stable income for the elderly and women who

stay at home but also attracts many young

people to return to their hometowns to start

businesses.

However, Geshan's fishing line industry

has not been without challenges. In the early

days, Geshan's tackle industry relied heavily

on OEM (original equipment manufacturing),

with thin profit margins and core technologies

controlled by others. To overcome this, Geshan's

enterprises embarked on a path of technological

innovation. Local leading companies invested

tens of millions of yuan in research and

development, improving dyeing processes

and automation levels. They independently

developed high-molecular polyethylene fibre

internal dyeing technology, successfully solving

the industry-wide problem of fishing line colour

fading, which has since been widely adopted by

many companies.

Wu Bingyi, a self-media creator in the

fishing industry with millions of followers,

noted in an interview that domestic fishing line

manufacturers have made breakthroughs in key

performance indicators such as wear resistance,

tensile strength and flexibility through

technological innovation, even surpassing the

performance of some imported fishing lines in

certain areas.

Additionally, to reduce reliance on imported

ultra-high molecular weight polyethylene, local

leading companies established raw material

factories, striving to achieve self-sufficiency

in raw materials and break free from import

dependence.

Moreover, Geshan Town realised that

the fishing line industry not only requires

technological innovation but also the extension

and integration of the industrial chain. From its

initial focus on simple fishing line processing,

Geshan has developed into a comprehensive

industrial model that produces fishing lines,

reels, bait, and rods, forming a complete and

mature industrial chain. Today, Geshan’s fishing

tackle products are sold worldwide, significantly

enhancing their market competitiveness.

To further promote industrial upgrading,

Geshan Town has actively explored the

integrated development model of “fishing

tackle + cultural tourism.” By hosting national

fishing competitions, the town attracts fishing

enthusiasts and tourists, boosting brand

influence and successfully creating the image

of a “fishing tackle leisure town.” This deep

integration of industry and cultural tourism not

only extends the economic chain but also injects

more vitality and development potential into

the town.

In recent years, as living standards have

improved and leisure activities have diversified,

fishing has become a popular pastime for many.

According to the China Fishing Association,

there are currently about 140 million active

anglers in China, making the country a major

global manufacturer of fishing equipment. By

the end of 2023, the market size of China’s

fishing equipment and related industries

exceeded 50 billion yuan, with over 636,000

related enterprises and nearly $1.8 billion in

exports of fishing equipment products.

Furthermore, according to CAA data, in

2024, the association hosted nearly 500 fishing

competitions, with nearly 50,000 professional

anglers participating directly, doubling the

number from 2019.

In this context, besides Dongyang in

Zhejiang, more regions are beginning to

recognize the potential of the fishing industry

and are gradually forming their own industrial

scales. In recent years, Weihai fishing rods

successfully registered the first “Weihai Fishing

Tackle” collective trademark in China, and the

float industry in Linxiang, Hunan, has also

surpassed the 10 billion yuan mark. These

regions have become competitors to Geshan.

The fishing tackle industry is no longer as

prosperous as it once was, with severe product

homogenisation, intense price competition

and increasing internal competition. To achieve

greater development, the industry must move

toward the mid-to-high-end market, enhancing

product added value to stand out in the fiercely

competitive market.

CHINA


MAKING CONTACT

1

2

3

MAKING CONTACT

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@artichokehq.com

Contact John directly for

details of how to send

your product / images and

a short description to

Tackle Trade World.

1 FISHBITES

DIRTY BOXER CURLY TAILS

New to Fishbites’ Fight Club lineup

are addtional colours in the

Dirty Boxer Curly Tails – the Pink

Shiner and the Bruiser – and these

baits are already putting great fish

in the boat

The 5in Dirty Boxer is the curly

tail grub you’ve been waiting for.

It’s very durable and never

fights fair.

It’s available in eight more

colours with six baits per package

and has been designed to release

plenty of scent during use, too.

Each bait weighs 2.6oz and is

7in wide, 5in high and 0.25in deep.

fishbites.com

2 DAIWA

KAGE LT REEL

In Japanese, Kage means

“shadow” or, refers to someone

who is “secretive” or “elusive.”

The KAGE LT spinning reel

sports rich features, beginning

with its lightweight and rigid

ZAION body, making it durable

and corrosion-resistant while the

Air Rotor ensures minimal flex,

especially at high drag pressures.

The AIR bail further reduces

weight and offers more rigidity

than standard wire and A7075

aircraft-grade aluminium Tough

Digigear technology is precision

machined and digitally cut,

making it more resistant to wear

than traditional gear materials on

the market.

It is available exclusively to

independent dealers.

daiwa.us

3 TEXAS TACKLE

DIAMOND WHEELS

Texas Tackle has introduced

diamond wheels as an option

for the PointMaker Dental and

Lab Instrument honing machine,

which also sharpens fish hooks to

a degree the firm says you simply

cannot buy.

For 40 years the PointMaker

has had a reputation for making

the sharpest hooks for the

sharpest detail-minded anglers.

This attention to detail has

accounted for untold millions of

dollars in tournament winnings.

Two diamond wheels are available

– fine and ultra-fine polishing.

+1 972 690 6605


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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@artichokehq.com

COMING UP…

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/NZ

JULY 2025

Ad Copy: May 16th, 2025

Mailed: June 4th, 2025

Special issue: ICAST preview

Spotlight: Tackle storage

Doing Business With: Florida

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@artichokehq.com

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@artichokehq.com

MARKETING

HUNTER MEDIA

USING AMBASSADORS TO

ELEVATE YOUR BRAND

In our competitive marketplace, standing out requires more than just quality gear,

it demands strong brand representation and a loyal community.

This is where brand ambassadors come in.

One of the most effective ways

to boost your business is by

leveraging brand ambassadors.

These passionate individuals

not only showcase your products but also

build trust, expand reach and create lasting

connections with potential customers.

What is a brand ambassador?

An ambassador is someone who authentically

represents your brand by using your products,

sharing their experiences and influencing their

audience.

In our sector, they are typically skilled

anglers, social media influencers, tournament

competitors or local fishing enthusiasts

who have a strong presence in the fishing

community.

Unlike traditional sponsorships, brand

ambassadors promote your brand naturally

through content creation, word-of-mouth

marketing and engagement with their

followers.

Ambassadors amplify your brand’s visibility

by showcasing your products on social media,

at fishing events and in personal interactions.

Their endorsement can introduce your brand

to new markets and demographics, expanding

your audience.

Consumers trust recommendations

from real people more than traditional

advertisements. Ambassadors provide

first-hand testimonials and real-world

applications of your fishing gear, making their

endorsements feel genuine and credible.

A well-executed ambassador strategy

can drive sales by leveraging exclusive

discount codes, product giveaways, and live

demonstrations.

Engaged ambassadors actively interact with

their community, answering questions and

encouraging purchases.

They will also likely create high-quality

content – such as photos, videos and blogs –

that showcase your products in action. This

user-generated content can be repurposed

for marketing campaigns, social media and

website promotions, saving your brand time

and resources.

Successful fishing brands don’t just sell

products; they cultivate a lifestyle and a sense

of belonging. Ambassadors act as the bridge

between your brand and consumers, fostering

an engaged and loyal community that values

your products and mission.

Ambassador strategy

Firstly, it’s important to identify the right

ambassadors for you. Look for passionate

individuals who align with your brand’s values

and have an engaged following. While a large

social media presence helps, authenticity

and engagement matter more than sheer

numbers.

Define what you expect from your

ambassadors, whether it’s posting a set

number of social media updates per month,

attending events or creating video content.

Outline these expectations in an ambassador

agreement.

Keep your ambassadors motivated with

incentives like free or discounted products,

commission-based earnings, early access to

new gear and exclusive experiences such as

fishing trips or industry events.

Give them the freedom to showcase your

products in their own unique way. Encourage

them to share honest feedback, engage in

Q&A sessions and collaborate with fellow

anglers.

Monitor the impact of your strategy by

tracking key performance indicators like

social media engagement, referral sales and

community growth. Provide regular feedback

and recognise top-performing ambassadors.

Building for growth

A well-structured fishing brand ambassador

strategy can transform your business by

building credibility, driving sales and fostering

a passionate community.

By partnering with dedicated anglers who

genuinely believe in your products, you create

a powerful marketing force that resonates

with fishing enthusiasts worldwide.

Start building your ambassador team today

and watch your brand thrive in the evergrowing

tackle industry.

John Hunter runs communications

consultancy HunterMedia

john@hunter-media.co.uk

www.hunter-media.co.uk


Skwala doesn’t create

gear just because it can.

It crafts exceptional,

purpose-built fly fishing

equipment because it

matters - for better days

on the water and the

moments that define the

experience. The best is

where we start, and we

never settle for less.

Built to Fish.

Represented in Europe

Exclusively by Catch Partners

catch-partners.com

Tackle Trade World - April 2025

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