Tackle Trade World

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18,500

TACKLE INDUSTRY

PROFESSIONALS

IN OVER

120 COUNTRIES

EVERY MONTH

MAY 2025

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HOOKED ON TECHNOLOGY

HOW MUSTAD’S ULTRA-NOR

RANGE IS A GAME CHANGER

PAGE 26

EVERYTHING’S BIGGER

WHY TEXAS IS A MAJOR

MARKET FOR TACKLE

PAGE 34

LEAD PHASE-OUT IN EUROPE

MOVES STEP CLOSER

Proposals to finally ban lead in fishing

weights, lures and ammunition in

Europe have now been released, with

plans to phase out its use in certain

items over the next few years.

The European Union Commission’s

legislative proposal on restrictions of lead in

ammunition and fishing tackle including lures

and sinkers or shot is based on the extensive

work and research by the European Chemicals

Agency (ECHA).

But it has taken into account comments from

the European Fishing Tackle Trade Association

(EFTTA), which has been working on the

ECHA studies since 2019.

EFTTA has agreed with the draft proposals

but has suggested that the phase-out time for

below 50g and over 50g sinkers should be the

same – five years – instead of the proposed

three and five years, to avoid unnecessary

complications.

It is now encouraging the EU member states

to agree that lures made of copper alloys should

contain less than a three per cent concentration

of lead by weight and that split shot weighing

0.06g or less that is placed on the market is in

spillproof and child-resistant packaging.

An EFTTA spokesman said: “EFTTA hears

that some member states hesitate agreeing a use

ban. They argue it is not enforceable. However,

only spot checks are needed, as happens with

regard to control of valid fishing licences on [the]

spot.

“Handheld equipment is available to control

lead content on [the] spot. If needed, for legal

reasons, more precise instruments can be

bought and placed in a few strategic places across

the countries to where positive samples can be

brought for a follow up check.

“Handheld control equipment also would

be very helpful to check imported products

suspected of having too much lead content. This

concerns not only fishing tackle but a lot of other

products, too, including jewellery and toys!”

Lead has been used in ammunition for

hunting and sports shooting and in fishing

tackle for centuries. It is estimated that around

44,000 tonnes of lead are dispersed into the EU

environment from these uses each year, with 11

per cent of this coming from fishing activities.

The ECHA says the use of ammunition

or fishing tackle containing lead is known to

cause lead poisoning of wildlife, such as birds,

while people’s health may also be affected by

the residual lead present in game killed using

ammunition, or when making lead ammunition

or fishing sinkers or lures at home.

If the current releases of lead from these

activities continue, approximately 876,000

tonnes of lead would end up in the environment

over the next 20 years, it argues. But the

restrictions could reduce that amount by 72

per cent or 630,000 tonnes over the next two

decades.

www.eftta.com

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

MAY 2025

WELCOME

EDITORIAL

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

WHY WE SHOULD

HAVE TAKEN THE LEAD

After years of discussions,

research and wrangling, it

seems that a lead ban will finally

come into force across Europe.

It will affect certain sizes of lead shot or

sinkers used in fishing alongside come leads

(along with shot used in ammunition), with

the aim of removing the substance from

products and, hence, our water sources.

The announcement by the European

Commission shouldn’t come as a surprise,

of course – the health hazards of lead

to both wildlife and humans have been

debated for decades and the European

Chemicals Agency (ECHA) has been

researching the issues ever since it came into

being in 2007.

In some countries, certain sizes of lead

shot have been banned for years. The UK

has had a restriction on lead shot since 1987

so UK anglers have only been able to use

lead shot in sizes between No14 and No8

and weights over 1oz.

For the last four or five years, the

European tackle trade has been waiting on

formal proposals for lead in fishing tackle

and it seems we have finally been given the

news.

However, it is telling that the European

Tackle Trade Association is having to call on

some member states to fall in line with the

suggestions, albeit with a slightly altered

timeline.

As you ’ll see in our main news story on

page 3, “EFTTA hears that some member

states hesitate agreeing a use ban. They

argue it is not enforceable.”

And we also know that some weight

manufacturers have argued along similar

lines.

But the industry has known this was

coming for a long time – and many

companies have already developed nontoxic

weight alternatives or have changed

the composition of their lures to comply

with the inevitable.

So I find it odd that some are still holding

out or, at best, burying their heads in the

sand.

On the one hand, many manufacturers

are trying their best to become more

environmentally friendly in terms of

packaging or single-use plastics or via

production processes while sustainability

is the latest buzzword in every industry,

including ours.

If we can put that much effort into

developments like this in a such a short

space of time, I’m amazed we haven’t

managed to phase out lead in the affected

products by ourselves, voluntarily.

Instead, EFTTA has called for the

phased-out to happen over the next five

years. That seems pretty generous to me,

for something we have been expecting for at

least the last five if not more.

We – as anglers – claim to be the eyes

and ears of the water, safeguarding our

fish stocks, while industry and angling

associations plough millions into

conservation projects.

Losing lead from our manufacturing

processes will keep our rivers, lakes and

seas healthier, enabling fish to thrive, not

to mention safeguarding our fellow human

beings…

/tackletradeworld

/company/tackle-trade-world

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MAY 2025

Contents

CONTENTS

08 NEWS

What’s the latest on the USA’s tariff trade war and

how is it affecting the tackle industry? We’ve also

got a report from the International Custom Rod

Building Expo and details of a retailer and angler

partner launch.

10 NEWS

Hobie Eyewear is boosting US conservation with

its latest sunglasses, UK-based Angling Direct has

landed a new non-executive director while the

US Postal Service has issued a range of stamps

featuring lures.

12 RAPALA VMC BUOYED BY RESULTS

Tackle giant Rapala VMC has seen an uptick in

profitability and steady sales for the last financial

year, helped by a successful launch of the

CrushCity product range.

14 ICAST AT THE HEART OF SPORTFISHING

A single trip to Florida in the USA this year – for

ICAST, the largest sportfishing trade show in the

world – can reap rewards for your tackle business

for years to come. Find out how…

16 WHY THE TRADE SHOULD BACK EFTTA

For decades, the European Fishing Tackle Trade

Association (EFTTA) has been at the heart of the

angling industry, championing the interests of

manufacturers, distributors and retailers. Have

you joined yet?

18 PARTNERSHIPS DELIVER CRUCIAL

CONSERVATION

The sportfishing industry and conservation

are strongly linked to one another. American

14

Sportfishing Association public affairs manager

Rob Shane explains why the trade should get

behind key initiatives.

20 SPOTLIGHT ON… EYEWEAR

Anglers understand that a good pair of sunglasses,

especially with polarised lenses, are a key item

of tackle, increasing their chances of success. But

how do you make the most of this market?

22 SHOP WINDOW

From the latest sunglasses styles for pro anglers

to products designed for children, we look at a

compelling selection of the newest eyewear on

the market right now.

24 LIVINGSTON CHANGES THE LURE GAME

US lure expert Livingston – renowned for its

groundbreaking EBS sound technology – is

upping the ante for 2025 by adding more

innovative products to its ranges.

25 HUNDREDS ON BOARD FOR BOAT LAUNCH

A unique project to deliver a community boat

designed to enhance wellbeing through access

to water – called FreeSpirit – has been officially

launched in the UK. TTW was there…

26 GAME CHANGING HOOK TECHNOLOGY

When Mustad unveiled its Ultra-Nor wire-forged

hooks, the response from industry professionals

was immediate – this was a major leap forward in

fishing technology.

28 MARKING 25 YEARS OF BAIT INNOVATION

Despite a quarter of a century in bait production

and innovation, Fishbites continues to uphold

28

the highest standards. President and CEO Terry

Sillinger details some of its secrets of success.

32 PUSHING THE BOUDNARIES OF ROD DESIGN

Zenaq’s Sinpaa Hiramasa offshore rod series is

said to refine the three pillars of casting – lure

control, fight and precision – for those who live to

challenge the unknown.

34 DOING BUSINESS WTH… TEXAS

The Lone Star State is one of the USA’s premier

fishing destinations, offering a diverse range of

opportunities, from its extensive coastline to lakes,

rivers and reservoirs. How can you get your share

of the market?

42 THE IMPORTANCE OF INSHORE FISHING

Inshore fishing – targeting species in shallow

coastal waters – is a hugely popular sector in the

sport thanks to its broad appeal and accessibility.

It’s also a great market for you, wherever you sit in

the industry.

44 MAKING CONTACT

We take a brief look at more key products that

have been recently released onto the market. Will

they be making their way onto your shelves?

46 THE POWER OF EMAIL MARKETING

In an era dominated by social media and digital

advertising, email marketing remains one of the

most effective and reliable ways for businesses to

engage with customers.

34

06 WWW.TACKLETRADEWORLD.COM

AT THE WORLD’S PREMIER SPORTFISHING TRADE SHOW

POWERED

BY

JULY 15-18

ORLANDO, FL

Orange County Convention Center

ICASTFISHING.ORG

NEWS

TACKLE TRADE

WAR HEATS UP

Tackle manufacturers, suppliers, retailers and anglers

are bracing themselves for higher prices as fishing tackle

continues to be embroiled in tit-for-tat tariffs around the

world.

No sooner had he set foot inside

the White House once more, US

President Donald Trump began

announcing tariffs on a string

or materials and products from

countries including Canada,

Mexico and, most worryingly

for the tackle industry, China,

while also unveiling global tariffs

on important materials such as

steel and aluminium, used in the

production of reels, landing nets

and other fishing tackle parts.

In return, China, Canada and

Europe are among those who have

declared retaliatory tariffs in a bid

to force a rethink by the Trump

administration.

In the meantime, tackle

production and imports are being

affected. Canada has imposed

25 per cent tariffs on $29.8 billion

worth of products imported from

the USA, including fishing rods,

hooks, nets, lines and other tackle.

It explained that these new

countermeasures would remain

in place until the US eliminates its

tariffs against Canadian steel and

aluminium products.

Correcting imbalances in

international trade, including

through the use of tariffs, was

a major campaign promise

from President Trump and the

administration wasted little time

moving ahead on this.

According to a 2019 study

conducted by the US trade body

the American Sportfishing

Association, roughly 60 per cent of

fishing equipment is imported into

the country, with two-thirds of

these imports coming from China.

The ASA said “New tariffs

place a disproportionate burden

on the sportfishing industry,

which already pays a 10 per cent

excise tax on fishing equipment

that contributes to conservation

and public access efforts carried

out through the Sport Fish

Restoration Fund.

“To date, the actions most

impactful to the sportfishing

Sporting retailer launches fishing

apparel after partnership

industry are tariffs on products

from China, Canada and Mexico

and tariffs on the aluminium

content of fishing reels, reel parts

and landing nets.

“These, and other trade actions,

are implemented through a

variety of authorities and a variety

of reasons, including fentanyl

trafficking, illegal immigration

and to rectify trade imbalances.

In many cases, whether and how

these tariffs will be implemented

remains up in the air.”

Citing failures to adequately

address fentanyl shipments,

President Donald Trump

announced that planned 25 per

cent tariffs on imports from

Canada and Mexico would come

into effect on March 4th, 2025.

An additional 10 per cent tariff

Major US sporting goods and

outdoor recreation retailer

Academy Sports + Outdoor has

teamed up with professional

angler Jacob Wheeler to launch a

new line of fishing clothing.

Magellan Outdoor by Jacob

Wheeler is said to have been

designed for the modern angler

with fresh performance fits and

premium fabrics like TENCEL and

nylon cool-touch, both new to the

Magellan Outdoors Pro brand.

Combining Jacob’s years of

professional angling experience,

his deep commitment during the

product design and development

process, the industry’s top

innovations and the value of the

Magellan Outdoors Pro brand, this

new line offers anglers technical

yet affordable clothes for every

aspect of their lives – on the water

and off.

Jacob said: “The Academy team

and I worked meticulously to

ensure everything about this

collection, from the fit and feel, to

the colour and patterns, catered to

the modern angler.

“Each piece has the features you

need for long days of fishing but

is versatile enough for everyday


on Chinese imports that went

into effect on February 4th was

increased to 20 per cent a month

later, on March 4th.

On February 10th, the

President said that, beginning

on March 12th, he would raise

the current 10 per cent tariff rate

on aluminium to 25 per cent and

eliminate all country exemptions.

Fishing reels, reel accessories

and landing nets are among the

100+ HTS codes impacted. The

tariffs apply specifically to the

aluminium content, not the whole

product.

An ASA spokesman added: “At

this time, there is no legislative

or regulatory process to seek

exclusions from any of these

tariffs. Negotiations that impact

countries are either underway

wear. Being able to go from the

boat to family activities quickly is

very important to me, and this line

allows me, and every angler, to do

just that.”

The lineup includes short and

long-sleeve shirts, polos, shorts,

pants, joggers, hoodies and a

windbreaker, using breathable and

flexible fabrics, UPF sun protection,

tailored fits and quick-dry

technology.

Eastin Jordan, Academy’s senior

vice-president of private brands,

added: “Bringing Jacob’s expertise

into our private label brand of

Magellan Outdoors Pro fishing

apparel is not only a testament to

his success on the water but also

to the strength of our partnership

over the last ten years.

“Our customers know and love

Jacob because they share many

of the same values, like having fun,

making memories with family and

friends, and sharing a passion for

fishing. This new line embodies

those values and offers Academy

customers another elevated yet

affordable product from our inhouse

brands.”

www.academy.com

or expected to begin soon.

Additional tariff action and

reciprocal tariff announcements

are also expected in the months

ahead.

“The sportfishing industry

contributes more than $230

billion to the US economy and

billions of dollars to conservation

each year. Our industry supports

over 1.1 million jobs nationwide

and more than one in six

Americans fishing each year.

“We continue to explore

opportunities to share the

economic and cultural value of

recreational fishing with the

administration and Congress and

promise to keep you informed on

the latest developments.”

Meanwhile, the European

Commission has hit back

with retaliatory tariffs on US

products, including recreational

boats, in response to the US

Administration’s steel and

aluminium decision.

The European Boating Industry

(EBI) has said it strongly opposes

these tariffs and highlights the

potential risks to European

businesses and the entire value

chain.

EBI urges both sides to engage

in careful negotiations over the

coming days and weeks to resolve

this urgent issue.

The recreational boating

industry, uniquely ‘Made In

Europe’, consists of over 32,000

businesses – 96 per cent of which

are small and medium-sized

enterprises (SMEs) – and directly

employs more than 280,000

people.

In a statement, it said: “The

imposition of retaliatory tariffs,

as seen between 2018 and 2021,

would have significant negative

consequences.

“Tariffs disrupt businesses,

hinder economic growth and

jeopardise jobs, particularly for

SMEs that form the backbone of

the boating industry in Europe

and the European Union as a

whole.

“It is important to note that

these tariffs are unrelated to

the recreational boating sector,

arising from the dispute over

steel and aluminium. They

would negatively impact

European industry and the EU’s

competitiveness goals and carry

unintended consequences. The

permanent removal of tariffs

on unrelated sectors, such as

recreational boats, would instead

support economic growth on both

sides of the Atlantic.

“EBI is engaging in

ongoing dialogue with the EU

Commission, its partners the

US and other affected European

sectors.

Rod building show hailed

as one of the best

A new exhibition hall and its first ever open-grid floor plan helped the

International Custom Rod Building Exposition soar to new heights in

2025.

Staged last month in Winston-Salem, North Carolina, USA, the event

played host to nearly 40 exhibitors and over 2,000 custom rod builders

from across North and South America and Europe.

As the only large scale, long running trade and consumer event for

the world’s custom rod builder craft, Expo owner Tom Kirkman said he’s

not surprised at the event’s continued success.

“The success and continued growth of the Expo hasn’t been

an accident. I’ve employed a careful understanding of the craft’s

demographics to select the best location and best time of the year to

host this event.

It began in Charlotte, North Carolina back in 2004 and has spent the

last dozen years in Winston-Salem, being held annually each February.

Tom added: “The Expo has spawned at least a dozen similar events,

hosted by people who thought it would be easy to duplicate what

I’ve done. None of the copycat events managed to gain traction and

most were one-and-done affairs. Many still try but all come up short

compared to what we have.”

Rumours about a possible sale of the Expo continue to circulate

and Tom has not denied them: “I will retire one day and have been

entertaining offers from several interested parties regarding purchasing

the Expo. I want to see it continue for many years into the future.”

According to Tom, the Expo has the reputation and track record that

make it a lucrative investment for someone in the rod building industry.

“Starting a new rod building event is an uphill battle but the Expo is

already at the top of that hill. Within days of announcing the dates for the

next Expo my email box and phone blow up with exhibitors wanting to

buy booth space. The Expo is a proven entity and its success is almost

automatic at this point.”

rodmaker@earthlink.net

www.rodexpo.com

WWW.TACKLETRADEWORLD.COM 09

NEWS

US POSTAL SERVICE LURES

ANGLERS WITH STAMPS

The US Postal Service has unveiled a series of Freshwater

Fishing Lures stamps showcasing five popular lure designs

through striking close-up photographs.

Each lure has a unique history

and has played a significant

role in the evolution of fishing

as a sport, from the earliest

handmade wooden lures to

swimbaits made of modern

materials, there are countless

freshwater lures available, each

designed to meet the specific

needs of the angler.

During the launch at

Johnny Morris’ Wonders of

Wildlife National Museum

and Aquarium in Springfield,

Missouri, John DiPeri, USPS

Western Region vice-president,

said: “With these stamps, the

Postal Service celebrates the

beauty and ingenuity behind

some of America’s most

successful lures.

“As our design team would

tell you, fitting subjects in such

a tiny frame is no small feat.

However, with their miniature

size and design flourishes,

fishing lures make ideal stamp

subjects. Fish find each of these

designs irresistible... and we

think you will too.”

Misty Mitchell, director of

conservation education at the

Johnny Morris Foundation,

added: “We are truly honoured

to host this special stamp

dedication, celebrating the

timeless tradition of fishing

and the artistry behind these

iconic lures. This event with

the USPS is a wonderful way to

showcase the legacy of angling

to enthusiasts of all ages.”

“Fishing lures are more than

just tools – they represent

tradition, innovationand a

deep connection to the great

outdoors,” said Lee Beasley,

campus director at Bass Pro

Shops. “We’re thrilled to share

this moment with anglers and

outdoor enthusiasts across the

country.”

NSW anglers’ anger

at continued fish

protection

A three-year extension to a

ban on fishing for Eastern

Blue Groper in New South

Wales, Australia, has

angered the country’s tackle

trade body, which has urged

a rethink.

The Eastern Blue groper is

NSW’s state fish but has been

protected from line fishing for the

past 12 months and that is set to

continue for a further three years.

The NSW government says

this will enable further research

and monitoring on the species

and combines with the longterm

existing ban on spear- and

commercial fishing.

While the Australian Fishing

Trade Association (AFTA)

acknowledged the original

12-month ban last March,

as a result of a public illegal

spearfishing of a groper, it said it

disagreed with the move.

It said: “Whilst AFTA fully

supports the closure of any fishery

when there is clear scientific

evidence to show that this is the

only way to sustain the fishery,

AFTA does not believe this to be

the case on this occasion.

“AFTA supports the existing

spearfishing ban on Eastern Blue

Groper introduced in 1969 and

from commercial fishing since

1980. Indeed, AFTA would

support more substantial penalties

for those who knowingly take

these fish, but the total ban and

penalties should not have been

expanded to include recreational

line fishers.”

Tara Moriarty, the Minister for

Agriculture, said transgressors

could face up to $22,000 in fines

or a six-month jail term for a first

offence and double thereafter.

Angling Direct lands

non-executive director

Omni-channel specialist fishing tackle and equipment retail giant Angling

Direct has appointed Neil Williams as an independent non-executive

director with immediate effect.

Serving on the UK-based

company’s Audit &

Remuneration committee, Neil

has extensive retail, consumer

and public markets experience,

most notably as Chief Operating

Officer of French Connection

Group – a main Board role that

he held for around 30 years, until

French Connection was acquired

and subsequently delisted from the

main market of the London Stock

Exchange in November 2021.

Andy Torrance, non-executive

chair of Angling Direct, said:

“We are delighted to welcome

Neil to the board. He brings

extensive public markets and retail

experience from his time at French

Connection and his insights will

be invaluable as we continue

to execute our medium-term

strategy. His expertise will provide

strong support to the executive

team as they drive the company

forward.”

Neil, a chartered accountant

who qualified at KPMG, added:

“I am delighted to be joining

this very successful company

at an important point in its

development and look forward

to using my past experience to

help the excellent management

team drive the business to the

next level over the coming

years.”

Headquartered in Norfolk UK,

the company sells fishing tackle

products and related equipment

through its network of more than

50 UK retail stores, as well as

through its digital platform, and

continues to grow and expand

across Europe, too.

www.anglingdirect.co.uk


Hobie floats its support for

American fishing

The American Sportfishing Association’s

conservation and research initiative,

FishAmerica Foundation, is joining forces

with Hobie Eyewear’s Hull Float

sunglasses.

Hobie Eyewear’s commitment

to creating sustainable products

from upcycled materials aligns

perfectly with FishAmerica

Foundation’s goals and objectives

so the partnership is a natural fit.

The Hull Float sunglasses are

designed for eco-conscious

anglers and water adventurers

who value sustainability,

performance and durability. A

portion of the proceeds from all

sales will go to the foundation to

support conservation projects

across the country.

ASA vice-president of

communications, Mary Beth

Long, said: “The FishAmerica

Foundation, powered by

the American Sportfishing

Association, is excited to

partner with Hobie Eyewear in

supporting

their new Hull Float

sunglasses.

“Made of upcycled kayak plastic,

this new line of eyewear aligns

perfectly with FishAmerica’s

conservation-focused mission.”

The glasses are crafted with frames

made from 100 per cent upcycled

scrap plastic, a byproduct of the

Hobie Kayak product process.

Unlike traditional

recycled materials, broken

down into raw components,

upcycled materials repurpose

discarded resources directly into

new products. This innovative

approach minimises waste while

maximising functionality.

The bio-based polarised lenses

incorporate castor oil-derived

materials, further reducing

environmental impact.

Mary Beth added: “As we move

forward with a renewed focus on

FishAmerica Foundation, we are

excited about future possibilities

to partner with other industry

members. Working with Hobie

Eyewear has been a wonderful

experience and we look forward

to offering new opportunities

to expand our reach in support

of conservation, research, and

retention.”

www. fishamerica.org


FEATURE

Lars Ollberg,

Rapala VMC CEO

RAPALA VMC

BUOYED BY RESULTS

AND LAUNCHES

Tackle giant Rapala VMC has seen an uptick in profitability

and steady sales for the last financial year, helped by a

successful launch of the CrushCity product range.

The company revealed that net sales

were €220.9 million, slightly higher

than last year taking comparable

exchange rates into account while

operating profit was up from €8.6 million

from €4 million the year before, with net

profit also rising to €0.4 million, compared to

a loss last year.

However, outgoing CEO Lars Ollberg

(pictured above) was especially pleased with

the launch of CrushCity, the integration of 13

Fishing and a survey which showed that staff

satisfaction is also on the rise.

He said: “We strategically strengthened

our business in a challenging year, focusing

on brand value, customer relationships, and

market positioning in North America and

Europe.

“Despite initial commercial headwinds,

we stabilised operations and created a robust

foundation for future growth. Our targeted

efforts successfully improved overall business

performance. Our sales remained steady and

our comparable operating profit increased to

€6.2 million (from €5.6 million).

“Our profitability improved in both

halves of the year while our inventory

levels decreased, demonstrating successful

inventory management and sales

optimisation. Our delivery reliability is among

the highest in the industry and customer

satisfaction has significantly improved.

“Employee satisfaction has risen,

with feedback from staff surveys being

predominantly very positive. Our employees

are our most important resource and we will

pay even more attention to fostering a good

team spirit.

“We also streamlined our management

team. Our strategy reflected our commitment

to advancing sustainability across our product

offering, customer engagement, global

operations, and stakeholder relationships. We

are aiming to integrate sustainability into all

aspects of our business.

“North America remains our largest

market area, where our position remained

strong. The launch of the new Rapala

CrushCity product range has exceeded our

expectations and has been one of the most

successful market entries in recent years.

“This new product line has opened up new

consumer groups for us, particularly among

younger enthusiasts, who represent a growing

and significant customer segment. CrushCity

has further strengthened our relationships

with the largest retailers in North America.

“Another significant achievement has been

the successful integration of 13 Fishing with

Rapala USA. As a result of this initiative, 13

Fishing is now profitable and the product

range has been revamped in both summer and

winter fishing products. Our customers have

widely adopted the new collection into their

assortments.”

Lars added: “Although there have been

challenges in the European markets due to

consumer caution, we have succeeded in

improving and streamlining our operations.

Our profitability in the region has improved

during 2024. The enhancement of

operational efficiency is evident in shorter

delivery times and increased customer

satisfaction. Our European sales focus

specifically on the sales and marketing of

Rapala products as well as Okuma rods and

reels.

“In the Asian markets, we have also seen

growth in sales and profitability. We have

started selling Okuma products in Thailand


RAPALA REPORT

and Korea. The winter sports business has

been challenging but we have implemented

several measures to support sales.

“Consolidation of lure and knife production

to Estonia has yielded results: inventories

and lead times have significantly decreased

and we have achieved substantial savings in

operational costs. The implementation of the

Anaplan logistics tool has improved inventory

quality and fill rates.

“The development of new products is

progressing on schedule and our product

development organisation’s collaboration

across North America, Europe and the APAC

regions adheres to the ‘Think Global – Act

Local’ strategy.

“An example of this is the global success of

the Rapala CrushCity product family in the

soft lure market, where it has quickly risen

to become one of the best-selling products

in its category on all continents. Nearly all of

our lures are designed in our modern product

development centre in Vääksy, Finland.

“The year 2024 has been a year of

stabilisation for us. We believe that our

renewed strategy will provide added value to

our customers and other stakeholders. We will

continue to invest in growth and efficiency to

strengthen our position as one of the leading

companies in the fishing tackle market.”

www.rapalavmc.com

Lars Ollberg with Okuma’s Charles Chang.


FEATURE

ICAST

ICAST: A DIRECT LINE TO THE

HEART OF SPORTFISHING

A single trip to Florida in the USA this year – for ICAST, the largest sportfishing trade

show in the world – can reap rewards for your tackle business for years to come…

The showroom doors swing open and

you step into the beating heart of the

sportfishing world.

Thousands of booths stretch

into the distance, stacked with gear that

makes an angler’s pulse quicken – next-gen

fluorocarbon, sonar tech fresh from secret

testing grounds, hand-tied jigs and reels so

smooth they feel like silk. Welcome to ICAST,

the world’s largest fishing trade show.

For tackle shop owners outside the US, this

isn’t just another event – it’s an insider’s pass to

the biggest innovations in the industry before

they hit international waters.

Every July, the pulse of recreational

fishing courses through this 44,000 sq m

marketplace, where fishing brands, distributors

and retailers from 75 nations gather.

“It’s an event like no other in the fishing

industry,” says Queen Tackle owner KJ Queen.

“A fisherman’s dream and a place to see all the

cool new baits and ideas before they hit the

market.”

ICAST is where top brands unveil their

latest creations, where startups make their

debut, and where some products never leave

US soil – unless you secure them first.

A front-row seat to innovation

If you run a tackle shop in Mexico, Australia or

Thailand, you know the struggle: import fees,

limited distribution and watching US anglers

use gear that hasn’t hit your shores yet. ICAST

changes that. It’s your chance to cut through

the chaos and meet manufacturers face-toface.

Handshakes and conversations at ICAST

replace months of emails. You’re sitting down

with CEOs, designers and sales directors,

building relationships that give you direct

access to the newest tackle – before your

competition even knows it exists.

Deals you won’t find elsewhere

For many independent retailers in Latin

America, Asia and beyond, ICAST is a gamechanger.

US manufacturers often prioritise

domestic sales, leaving international retailers

to navigate third-party distributors. Here, you

can bypass middlemen and negotiate directly

– securing better pricing, faster shipping and

exclusive show-only deals.

Every year, hundreds of manufacturers offer

trade show specials for in-person buyers.

More than 1,000 new products compete

in over 40 categories for the coveted Best of

Show award.

And, if you’re here to do business, ICAST

makes it worth your while.

A business accelerator

But ICAST isn’t just about gear. It’s about

learning, networking and sharpening your

business strategy.

ICAST On the Water Demo Day lets you

test rods, reels and lures before you buy.

Lunch and Learn seminars dive into

consumer trends, marketing strategies, and

industry economics.

The ICAST Cup and Lunkers & Bunkers

charity golf scramble bring business owners

together for networking beyond the showroom

floor.

Every year, new trends redefine the

industry – forward-facing sonar, carbon fibre

reel bodies, glow-in-the-dark soft plastics... If

you’re not ahead of the curve, you’re behind it.

Why it’s worth the trip

Yes, attending ICAST requires an investment

– flights, hotels, time away from the shop. But

the connections, deals and insider knowledge

you gain can reshape your business for years

to come.

You return home not just with new

products, but with an edge – direct supplier

contacts, exclusive inventory and firsthand

industry insights that keep your shop ahead of

the game.

For international retailers, ICAST isn’t just

an opportunity – it’s essential. Registration for

ICAST 2025 is open now.

www.icastfishing.org


FEATURE

EFTTA

WHY THE TRADE

SHOULD BACK EFTTA

The European Fishing Tackle Trade Association (EFTTA) works hard on behalf of the

industry to safeugard the future of our sport, as vice-president Ross Honey explains...

EFTTA president Gerard Bakkenes (left) and vice-president

Ross Honey (right).

For decades, the European Fishing

Tackle Trade Association (EFTTA)

has been at the heart of the angling

industry, championing the interests

of manufacturers, distributors and retailers.

As the industry faces increasing challenges

– from environmental regulations to market

pressures– supporting EFTTA has never

been more critical.

A united, well-represented trade sector

ensures that angling businesses not only

survive but thrive.

Advocacy for the industry

One of EFTTA’s key roles is lobbying

on behalf of the fishing tackle trade. The

organisation works tirelessly to ensure

that policymakers recognise the value of

recreational fishing, both economically and

environmentally.

With growing restrictions on tackle

manufacturing, water access, and

conservation policies, EFTTA serves as the

industry’s voice in Brussels and beyond

Without robust representation, regulations

could become more restrictive, directly

impacting businesses and anglers alike.

By supporting EFTTA, companies

strengthen the trade’s lobbying power. This

collective effort ensures that decision-makers

hear the perspectives of those who drive the

industry forward.

Without adequate backing from the trade,

EFTTA’s ability to influence policy may

weaken, leaving businesses vulnerable to

unfavourable legislation.

Sustainability and conservation

Sustainability is at the forefront of modern

angling, and EFTTA plays a vital role in

promoting responsible fishing practices.

The trade benefits from a thriving natural

environment, making it imperative for

businesses to support initiatives that protect

fisheries and aquatic ecosystems.

EFTTA actively engages in conservation

efforts, working with authorities to ensure

sustainable fish stocks and responsible

environmental policies.

For brands, retailers and distributors,

backing EFTTA means demonstrating a

commitment to sustainability – something

which is increasingly valued by today’s

consumers.

Companies that align themselves with

conservation-minded organisations can build

trust with their customers, fostering brand

loyalty and long-term success.

Market development and growth

Beyond advocacy and conservation, EFTTA

supports the fishing tackle industry through

initiatives aimed at market development.

Through events such as trade shows,

networking opportunities and industry

reports, EFTTA helps businesses stay

competitive in an ever-evolving and highly

competitive market.

By investing in EFTTA, companies gain

access to valuable insights, emerging trends

and potential business partnerships.

Moreover, EFTTA’s work in promoting

fishing as a pastime has a direct impact on

market expansion.

As more people take up angling, demand

for quality tackle increases, benefiting

manufacturers and retailers. EFTTA’s

initiatives to attract new participants to the

sport ensure that the industry continues to

grow and innovate.

Collective responsibility

The future of the tackle trade depends on a

strong and unified representation. Supporting

EFTTA is not just a strategic investment – it

is a responsibility that all businesses in the

sector should share.

By joining forces, the trade can safeguard

its interests, drive sustainability, and secure a

prosperous future for generations of anglers

to come.

The industry’s strength lies in its collective

power... and EFTTA is the key to harnessing

that potential.

www.eftta.com/contact


FEATURE

ASAFISHING

DELIVERING CONSERVATION SUCCESS

THROUGH INDUSTRY PARTNERSHIPS

It is hard to overstate how closely linked the sportfishing industry and conservation are

to one another. American Sportfishing Association public affairs manager Rob Shane

explains why it is so important that the trade gets behind such initiatives.

© Hobie Eyewear

Without clean water, abundant

fisheries and access to both,

tackle sales would

plummet… and I’d have to

start playing golf!

Thankfully, there’s consensus that

stewarding our aquatic resources and

sustainably managing fisheries are critical to

success in the fishing tackle business.

It might not be news to readers of this

publication that the American Sportfishing

Association (ASA) has been a leading

advocate for fisheries conservation since our

founding almost a century ago. What you

may not know, however, is that – for the

past 42 years – ASA’s charitable giving arm,

the FishAmerica Foundation, has provided

grants for community led projects to improve

recreational fishing, as well.

Future proofing the sport

Since 1983, FishAmerica has awarded $12.1

million to 1,050 projects in all 50 states and

Canada to enhance fish populations, restore

fishery habitats, improve water quality

and advance fishery research to improve

sportfishing opportunities and help ensure

recreational fishing’s future.

Recently, we’ve supported trout stream

restoration in North Carolina following

the destruction from Hurricane Helene,

research into spinning sawfish in the Florida

Keys and improvements to walleye fishing

opportunities in Michigan.

This important work is driven by strong

partnerships and we’re grateful to the

Brunswick Foundation, AFTCO, Grizzly and

many others for their support over the last

four decades.

Looking ahead

FishAmerica is equally excited about what

lies ahead. Earlier this year we announced an

exciting new partnership with Hobie Eyewear

that will put even more conservation dollars

to work.

With the launch of its Hull Float sunglasses

this year, Hobie will be donating a portion

of the sale of each pair to FishAmerica.

The Hull Float sunglasses are crafted with

frames made from 100 per cent upcycled

scrap plastic, a byproduct of the Hobie Kayak

product process, and designed for anglers and

water adventurers who value sustainability,

performance and durability.

While programs like FishAmerica play a

vital role in protecting the longevity of our

sport, it is part of a much larger conservation

force.

According to a recent report by ASA and

Southwick Associates, recreational anglers

in the US contribute $2 billion a year to

conservation through charitable donations,

sportfish equipment excise taxes and the

purchasing of fishing licences.

This collective support ensures the future

health of our fisheries and the success of our

industry for generations to come.

If you’re interested in exploring a partnership,

making a donation or want to learn more about the

projects we’ve supported, please visit

www.fishamerica.org.

© Hobie Eyewear


SPOTLIGHT

SPOTLIGHT ON…

EYEWEAR

More and more anglers are understanding that a good

pair of sunglasses, especially with polarised lenses, are a

key item of tackle, increasing their chances of success.

How do you make the most of this market?

While rods, reels, line, hooks

and bait are essentials in any

angler’s armoury, in recent

years more are also adding

practical clothing and sunglasses to their list

of must-carries.

But their choice of sunglasses has less to

do with shielding the sun from their eyes and

more about helping them spot fish and fishholding

locations.

As well as protecting eyes from harmful

ultraviolet rays not to mention flying hooks

when casting or retrieving, utilising a good

pair of glasses with polarised lenses can help

cut the glare from the surface of the water,

enabling a clearer view of what’s going on

underneath, enhancing your vision and

making it easier to locate your quarry while

also reducing eye strain.

Spotting fish and being able to observe

their reaction is the main reason anglers sport

polarised glasses but that glare reduction can

also help keep you safe while wading, as that

glare reduction will enable you to pick out

underwater objects in your path.

The right choice

The options when it comes to polarised

glasses can be bewildering. Most brands have

a huge range of products, making selection

difficult as these are based on a number

of factors including frame style, frame

colour, lens colour and material as well as,

increasingly, proprietary technologies.

There are polarised sunglasses to suit every

budget and requirement, from enhancing

low-light situations to protecting your eyes

from bright sun gleaming off the water or

from the wind and spray.

As a retailer, selecting which brands and

styles to stock is rarely straightforward,

although attention to your home market and

customer is important.

Will the buyer need these for sea, river or

lake fishing? Will they be fishing for elusive

species in bright sunlight at distance – such

as the Caribbean for bonefish and permit,

targeting trout on an English chalkstream or

carp in a murky lake or river in Europe?

Charting colour

A general rule of thumb for picking sunglasses

with maximum polarisation is that the darker

the lens tint, the more polarisation it offers.

That said, since there is a baffling array of

lens colours, that doesn’t necessarily make the

task any easier.

Enhancing your visual contrast will help

you to see the shape, colour and even the

shadow of the fish more clearly because it will

stand out from its surroundings.

So, selecting the correct lens colour or

colours for your main style of fishing is the

first step and often anglers will carry several

pairs in the knowledge that light conditions

can change rapidly – great news if you want to

increase your sunglasses sales.

Grey, amber, yellow and rose are the most

common lens colours offered in polarised

sunglasses for fishing with each delivering

certain benefits.

Grey is arguably the most common colour

and is a good choice for preserving natural

colour relationships and contrast levels and

decreasing brightness; these are perfect for

everyday activities and for general all-around

use, although be aware that they provide


Cords, chains or retainer straps – a great

add-on sale for the retailer – are a must to

ensure you don’t lose your glasses, although

Flying Fisherman is one brand also now

offering glasses that float, especially useful

if you are on a jetty or a boat.

EYEWEAR

minimal contrast enhancement.

Amber/copper – another popular lens

colour for anglers – is perhaps the best

compromise between grey’s ability to preserve

natural colours and the contrast enhancement

of yellow.

Yellow lenses, as you will have gathered

from the statement above, are excellent at

gathering light, delivering the highest degree

of contrast enhancement, making them spot

on if you are faced with low light and foggy

conditions. If you love sight fishing, these

should be in your kit bag or pocket.

Vermilion/rose lenses are what you should

be carrying if you are fishing in the clear and

relatively uniform waters of the saltwater flats

or in deep slow spring creeks, especially in

low-light conditions.

Blue lenses are often preferred by those

heading offshore, while for freshwater and

inshore, green is a great option. A pure green

tint is considered by many to be the ultimate

colour for sight fishing, since it offers both

high contrast and high polarisation.

Finding options

But it’s not just the lens colour or the option of

polarised or prescription glasses that can sway

an angler over their eyewear decision.

Wrap-around styles are favoured by some

anglers as they block light from entering

their peripheral vision and offer additional

protection from wind and flying hooks and

certain brands even offer removeable facial

cavity seals side shields, straps, cords and

more – for the ultimate in protection or

simply to prevent your glasses from going

astray.

Meanwhile lenses, which traditionally

were made of glass, now have the option

of impact-resistant polycarbonate, which

has made fishing eyewear lighter in weight

and less prone to damage; many of these

declare themselves scratch-resistant, which is

especially important if you have blown your

budget on a pair.

Price point

Another thing to factor into the equation,

of course, is the price point. You’ll doubtless

encounter anglers with a range of budgets

but the savvy retailer will be able to upsell

those aiming for the lower end of the

selection as eyewear is one of those market

sectors where you definitely do get what

you pay for.

While some anglers may not be able to

spot low quality and poor performance

initially, once they have tried a pair of

sunglasses at a medium to high-end price,

it’s safe to say they will be hooked and may

part with a little more money for something

that not only looks good but helps them

spot fish much better.

Of course, brand loyalty is key so it’s

not surprising that the vast majority of

well-known tackle brands offer their ‘own’

glasses, often at a reasonable price.

However, many anglers prefer to

avoid the generic tackle brand glasses

and opt, instead, for speciality eyewear

manufacturers, many of whom have

developed their own technologies and

USPs.

Optics brands

It’s interesting to note how many specialist

optics brands there are in the tackle market.

Some, like Costa, Flying Fisherman

and Smith’s have been around for many

years while others, including Bajío, are

relative newcomers – helped by founder Al

Perkinson’s understanding of the market

– while others like Wiley X originated in

the military and shooting sector but have

now crossed over into fishing too and have

developed technology such as Captivate to

enhance your vision on the water.

Oakley is one of the mainstream brands

that continues to do well in this sector but

it’s fair to say that these specialist fishing

sunglasses brands still rule the roost,

especially at the higher end of the market.

Many have spent years perfecting

their offerings and their own proprietary

technology, which is used in either their

lenses and or frames.


SPOTLIGHT

1

2

3

4

1 COSTA

FLY LINE GLASSSES

Inspired by Costa pro and Florida

Keys fishing guide Capt Brandon

Cyr’s relentless pursuit of the sport,

Fly Line is a signature performance

frame with a modernised look.

Taking notes from Costa’s bestselling

Reefton and Brine frames,

Fly Line features an eight-base

wrap for full coverage and shielding

against sun and wind. Doubleinjected

Hydrolite on the nose and

retainer-ready temple tips provide a

secure, all-day fit.

It’s available in Costa’s new 580G

Rose Lens and comes in 13 frame/

lens colours in all, including the

new Seagrass.

www.costadelmar.com

2 HOBIE

MONARCH FLOAT

For unique versatility on and off the

water, look no further than Monarch

Float.

Worn with or without its

removable side shields and

retainer, Monarch Float includes

dual-coated hydro/oleophobic

lenses for added protection, which

are HydroClean 360 degree

coated and offer 100 per cent UV

protection.

Featuring Hobie Eyewear’s

signature ultra-light frame material,

these sunglasses really do float like

a butterfly. They’re RX ready, too.

www.hobieeyewear.com

3 WILEY X

WX APEX

The WX Apex is designed to deliver

top-tier performance for anglers

who demand clarity and comfort.

The lightweight yet durable

frame stays secure with rubberised

nose pads and temple tips, even

during action-packed moments.

CAPTIVATE Polarized Blue Mirror

lenses reduce glare off the water,

aid depth perception and provide

100 per cent UVA/UVB protection,

ensuring sharp vision in bright

conditions.

With impact-resistant lenses

and removable side shields for

extra protection, these shades are

built for deep-water fishing. Stay

focused on the catch with eyewear

designed for precision

and endurance.

www.wileyx.eu

4 BAJÍO

ANNETTE

The latest frame from Bajío, Annette

is named after a flat where fashion

meets fishing. Where a lady rocking

a slight cat eye can throw 100ft of

fly line through the guides. Annette

is for the serious angler, featuring

wide light-blocking temples and

the same tech you can expect from

the brand’s fishing-focused Wide

Body collection.

Size-wise, they run small, and

are now available in three different

frame colours and a total of 14

lens options including glass and

polycarbonate.

www.bajiosunglasses.com


EYEWEAR

5

6

7

8

5 FIN-NOR

DROPFLY

The Dropfly is a fishing-centric

style, with a six-base performance

unisex frame made with

lightweight, flexible materials that

include adjustable nose pads and

integrated spring hinges which

prevent pressure points and allow

for all-day comfort.

These frames are lightweight

and highly breathable, perfect

for long days in all outdoor

environments.

All Fin-Nor eyewear has Lateral

Line lens technology, which

features the most advanced

technology on the market that

provides maximum protection,

clarity and polarisation.

www.fin-nor.com

6 FLYING FISHERMAN

LEGASEA SUNGLASSES

Flying Fisherman’s Legasee

sunglasses are built for serious

anglers for maximum protection

and performance on the water.

They feature polarised lenses

that enhance clarity and depth

perception, reducing glare to spot

fish more easily. The removable

side shields provide extra coverage,

blocking peripheral light and wind

for superior focus and comfort.

Designed for durability, the

lightweight yet rugged frame

ensures all-day wearability.

Whether you’re sight fishing

inshore or battling offshore

giants, Legasea sunglasses deliver

enhanced vision, protection, and

comfort – all at an affordable price.

www.flyingfisherman.com

7 SPOTTERS

KANGA KIDS’ GLASSES

Built tough for little adventurers,

these are flexible with scratchresistant

and shatterproof lenes

yet are polarised, lightweight and

durable while offering 100 per cent

UV protection.

Australian brand Spotters has a

complete range of kids’ sunglasses

and these come in five lens colours

– blue, green, grey, purple and red

– and are an ideal fit for kids aged

eight to 14.

www.spotters.com.au

8 GRAPLRZ

SUNGLASSES RETAINERS

Proudly made in the USA,

GRAPLRZ has been engineered

to be the toughest sunglass

retainer system on the market,

featuring high-quality materials

and a patented design backed by

a lifetime warranty and are offered

in six styles: Original, Backcast,

Adjustable, Original Youth, Backcast

Youth and Adjustable Youth.

Each is constructed with

a seven-strand stainless steel

aircraft cable, PVC-coated for UV

protection, available in nine colours.

An anodised, machined aluminium

barb connects the wire and temple

piece, secured with a knurled-point

set screw for maximum grip.

www.graplrz.com


FEATURE

LIVINGSTON LURES

LIVINGSTON CHANGES

THE LURE GAME FOR 2025

US lure expert Livingston – renowned for its groundbreaking EBS sound technology –

is upping the ante for 2025 by adding more innovative products to its ranges.

The Texas-based manufacturer

has launched three premium

lures for the new fish season –

the Jerkmaster 121 Deep Plus,

the Plopmaster Topwater, and the Vapor

Deep Plus Crankbait – all said to be set to

redefine fishing technology, offering anglers

unparalleled performance.

Attractive technology

The Jerkmaster 121 Deep Plus is a slowsinking

lure, enhanced with EBS (Electronic

Baitfish Sounds) Technology, which is

embedded on a smart chip in the internal

sound chamber of the product. It boasts

a unique body and lip configuration for a

dynamic darting action that can reach depths

of up to 15 feet. Its internal weight transfer

system ensures long casts, making it ideal for

efficiently covering expansive areas.

The Plopmaster Topwater has been

designed for bass and other surface-feeding

species and features a robust through-wire

construction and a cupped tail that produces

a loud, splashy action.

The integration of EBS Baitfish Sound

Technology attracts aggressive strikes,

making it suitable for anglers of all skill levels.

With its sleek 50mm body and innovative

circuit-board bill, the Vapor Deep Plus

Crankbait quickly dives to depths of 12 to 15

feet, maintaining a tight, vibrating action.

It effortlessly navigates through grass and

deflects off cover, thanks to its advanced

design and Livingston Lures’ unique

and proprietary EBS Technology, which

extends the attraction range beyond that of

traditional lures.

Elevating your experience

Erick Arnoldson, vice-president of

operations at Livingston Lures, explained:

“We are excited to introduce these innovative

lures to the fishing community.

“Our new line up is designed to elevate

the fishing experience, providing superior

performance, durability and value. Whether

you’re fishing in deep or shallow waters,

these lures are set to transform your fishing

adventures in 2025.”

Livingston Lures continues to innovate,

ensuring that anglers have access to cuttingedge

tools that merge the latest technology

with proven fishing tactics. These lures are

available to retailers via select distributors.

erick.arnoldson@livingstonlures.com

www.livingstonlures.com


FEATURE

NEWS

HUNDREDS ON BOARD AT

COMMUNITY BOAT LAUNCH

A unique project to deliver a community boat designed to enhance wellbeing

through access to water has been officially launched in the UK.

The FreeSpirit community outreach

initiative was given the seal of

approval by the Lord Mayor of

Portsmouth at the spectacular launch

event on the south coast of the UK.

More than 150 people packed into the

Queen’s Hotel, Portsmouth, to mark the

beginning of an inspiring new venture.

FreeSpirit, a not-for-profit organisation,

has been established to provide a range of

therapeutic and recreational experiences on

the water, using expert-led approaches to help

individuals improve their mental and physical

wellbeing.

The initiative will cater to diverse groups,

including veterans, individuals struggling with

mental health challenges and those seeking the

therapeutic benefits of being out on the water.

The boat itself, being built by Cheetah

Marine, is the first vessel of its kind and will be

able to accommodate 36 people and crew.

Each of FreeSpirit’s trustees took to the

stage to present their expertise and discuss the

various treatments and activities that will form

the backbone of the initiative.

Specialists spanning health, wellbeing

and marine-based activities outlined how

FreeSpirit can become a life-changing

experience for many, offering tailored

support and engagement in a natural, healing

environment.

Trustee Neil Pearce said: “Just because no

one has done something doesn’t mean no

one should. It is extraordinary what can be

done when people all come together to make

something happen.”

From angling experiences to guided

therapeutic sessions, the initiative seeks to

create accessible and meaningful experiences

for those who stand to benefit the most.

A major milestone for FreeSpirit has been

the endorsement and full backing of the

Angling Trades Association (ATA), which

recognises the initiative as a crucial step in

promoting well-being through engagement

with water-based activities.

Its support will help raise awareness of the

proejct and expand opportunities for people to

experience the restorative effects of being on

the water.

FreeSpirit founder Ross Honey said: “This

is an incredibly important initiative that will

provide life-changing opportunities for so

many individuals.

“The benefits of being out on the water are

well-documented and FreeSpirit will enable

people from all walks of life to access these

experiences.

“The backing we have received so far is a

testament to the vital work we are undertaking,

and this is only the beginning. FreeSpirit

will make a difference not just now but for

generations to come.”

The project has also received crucial support

from key industry leaders. Navico Group,

a global leader in marine electronics and

technology, is providing all of the operational

equipment necessary to run and maintain

FreeSpirit’s boat, ensuring that it is fully

equipped for its mission.

While Premier Marinas Port Solent has

agreed to host the fit-out of the boat at its

marina, offering essential support to ensure

that FreeSpirit is ready to launch and begin its

vital outreach work as soon as possible.

www.freespirit.care


FEATURE

A GAME-CHANGER IN

HOOK TECHNOLOGY

When Mustad unveiled its Ultra-Nor wire-forged hooks, the response from industry

professionals was immediate – this was a major leap forward in fishing technology.


Designed to increase strength without

increasing wire diameter, Ultra-Nor

redefines what anglers can expect

from their gear. Inspired by advanced

structural engineering, this innovation is

already reshaping the way fishing hooks

perform in real-world conditions.

The science behind Ultra-Nor

At the core of Ultra-Nor technology is

a revolutionary wire structure. Traditional

hooks are made from round wire but

Mustad re-engineered this by forging it into

an H-shaped cross-section, similar to steel

beams used in construction.

Why does this matter? In a word,

strength. Lab tests showed that Ultra-Nor

hooks can withstand up to 20 per cent more

bending force than conventional round-wire

hooks.

This means anglers can confidently go

after larger, stronger fish without worrying

about their hooks failing.

But strength isn’t the only

advantage. Penetration is critical in fishing, and

traditional hooks face an issue – when they

puncture a fish, muscle contractions create a

vacuum effect, increasing resistance.

Ultra-Nor’s 工 (H-shaped) forging design

disrupts this vacuum, allowing the hook

to penetrate more easily and hold more

securely.

Additionally, from a cross-section view,

the super-forged fuller forms a load-bearing

工 structure, much like a railroad track. This

provides superior bending and deformation

resistance, ensuring the hook retains its shape

under extreme pressure.

A hit at shows and showrooms

The first exclusive unveiling of Ultra-Nor

technology took place at the Mustad EMEA

Showroom, an invitation-only event for

Mustad’s customers and distributors.

As the most significant gathering for the

EMEA region, this was a crucial opportunity

for key industry partners to experience Ultra-

Nor’s performance up close.

Attendees quickly recognised its advantages

– greater strength, improved penetration and

the ability to use smaller hooks for bigger fish.

The feedback confirmed that Ultra-Nor was

not just another innovation – it was a gamechanger.

Following its successful European

preview, Ultra-Nor made its global debut at

ICAST, where it drew attention from industry

professionals, retailers, and media.

The unique H-shaped forging

process and 20 per cent boost in bending

resistance set it apart from anything seen

before.

Experts closely analysed its fine engineering,

confirming its superior mechanical

properties and exceptional performance in

demanding fishing conditions.

Why anglers should care

What makes Ultra-Nor a musthave?

Performance. Whether fishing offshore

or from the shore, anglers can now use smaller,

thinner hooks to land larger fish without

compromising on strength.

A common frustration among anglers is

hook failure – standard hooks often bend

or break under extreme pressure, leading

to lost fish. Ultra-Nor eliminates this issue,

ensuring that, even under intense strain, the

hook remains intact and secure.

This technology is particularly crucial for big

game anglers, where the difference between

landing a trophy fish or losing it often comes

down to hook strength. With Ultra-Nor,

anglers have a reliable, high-performance

solution for challenging conditions.

Expanding the range

Initially, Mustad focused on integrating Ultra-

Nor technology into big game hooks,

where strength and durability are essential.

However, demand from anglers and

distributors has been so strong that Mustad is

now expanding the range to smaller sizes.

Among the first hooks to feature Ultra-

Nor are Mustad’s bestsellers, Big Gun and

Notorious – widely used across various

fishing styles. Additionally, Mustad has

successfully forged Ultra-Nor hooks with wire

diameters as thin as 0.80mm, proving that light

weight and strength can go hand in hand.

Mustad always innovates

Mustad has a long history of pushing the

boundaries of hook technology. In 2018,

the company introduced Triangle Wire

Technology, which was a major advancement

at the time. But Ultra-Nor goes even further.

By redesigning the fundamental structure

of the steel itself, Ultra-Nor stands as one of

Mustad’s most advanced innovations to date.

It’s not just a minor improvement, it’s

a technical breakthrough developed by a

team with extensive knowledge of metallurgy

and engineering. The result is a hook that

is stronger, sharper and more reliable than ever

before.

A commitment to sustainability

While developing the strongest, most durable

hooks possible, Mustad is also leading the

charge in sustainability. Over the last three

years, the company has made significant strides

in reducing its environmental footprint.

Mustad has cut plastic use in packaging

by 73 per cent, a major step toward a more

eco-friendly fishing industry. Ultra-Nor hooks

now come in sustainable craft paper packaging,

following the example set by Mustad’s Alpha

Point series.

This not only protects the hooks but also

supports Mustad’s long-term mission to reduce

waste and promote responsible consumption.

The future of hook technology

Ultra-Nor is more than just an upgrade – it

represents a new era in fishing gear. By making

hooks stronger, more durable, and more

effective, Mustad has given anglers a reliable

tool they can trust for their biggest catches.

With further developments already in

the pipeline, the Ultra-Nor journey is just

beginning. But one thing is certain – the future

of fishing hooks has arrived… and it’s stronger

than ever.

MUSTAD

www.mustad-fishing.com


FEATURE

“We’re excited to be celebrating

25 years of bait innovation”

Marking a quarter of a century in bait production and innovation, Fishbites is not one

to rest on its laurels and continues to uphold the highest standards of manufacture and

development. TTW sat down with president and CEO Terry Dillinger to find out some

of its secrets of success.

TTW: Firstly, congratulations on 25

years of Fishbites! Can you tell us

how it all started?

TD: Well, the science behind the bait was

created after decades of research by worldrenowned

marine biologist Dr Carr but,

honestly, Fishbites kind of started on a whim.

Dr Carr is my father-in-law and he and the

family came up to my house for Thanksgiving.

We started a conversation on the back deck

about this bait product and we all decided right

then and there to start a company.

In fact, my brother-in-law came up with the

name Fishbites that evening and it stuck! Our

first year of sales was in 2001… and the rest is

history.

TTW: What do you think have been

the most significant milestones in

the company’s history over those 25

years?

TD: There have been many over the years, but

by far one of the biggest milestones was the

creation of Fishbites Bloodworm. In 2005, we

were hearing a lot of feedback that if we could

develop a bloodworm bait, it would be huge.

So, that’s exactly what we did and it exploded.

The Bloodworm bait put us on the map and

people started taking notice. In fact, this bait

became the number one selling SKU of all time

for a major distributor. We went from being a

very small player to being a major player! That’s

why we consider it our flagship product.

Another uphill battle and major milestone

was educating the consumer about Fishbites.

It’s a product that catches fish but doesn’t ‘look’

like bait. Getting customers to change how

they’ve always fished (with live bait) was a huge

undertaking, but we did it. The success of the

bloodworm bait certainly helped that effort too.

Suddenly we were no longer a gimmick; we

were changing the mindset of the anglers and

therefore changing the industry.

TTW: Those are huge milestones –

what other big wins has Fishbites

experienced?

TD: Definitely the development of Fishbites

Fight Club Lures. It was a completely different

direction for us and it was something that we

created to be more in line with the industry

standard of lures. But we knew this would be

a very unique product because of our Flavor/

Scent Technology.

It did not disappoint. Not only was it a

huge win for us to create this line-up but

we patented the process with scientist Dr


THE BIG INTERVIEW

Bill Buzzi. We now have six shapes (shrimp,

jerkbait, paddletail, curly tail, 6in grub and the

5in mullet) and a wide variety of colours in our

Fight Club Lures.

With the success we’ve had, the scaling of the

manufacturing has also been a big milestone for

us. When we started up, we were pressing baits

one sheet at a time in a 180 sq ft space – it was a

lot of manpower and, because of that, we were

not able to keep up with demand.

Fast forward to today – with automation

we can do five times more product with less

physical labour and increased quality control.

Our product is better and waste has decreased,

which helps stabilise costs for us and the

consumer. And we’ve increased our footprint

to almost 30,000 sq ft. I’m so proud of how far

we’ve come!

Fishbites president and CEO Terry Dillinger.

TTW: What are your biggest sellers

and why do you think that is?

TD: Our top sellers are the Bloodworm,

the E-Z Flea and E-Z Pink Shrimp. Live

bloodworms are overharvested, which creates

a high price and low quality and, because of

that, the need for an alternative was and is a

huge opportunity. So that’s why it has been so

successful.

Sand fleas and shrimp are both very popular

baits in most regions. We saw a demand for

something that is easy to use, easy to keep

fresh, and that works!

Not everyone can catch sand fleas and they

are not always easily accessible. Fishbites is

always available and is always an easy choice.

Anglers like not having to deal with live bait.

Shrimp is so hard to keep alive and it gets

messy. With Fishbites, you don’t have to keep

any baits alive to catch fish; it’s the no mess, no

stress bait.

TTW: We hear you have a few new

products for 2025. Can you tell us a

little more?

TD: Yes, we are very excited about our new

products this year. We have several new colours

in our Fight Club Lure line-up plus a new blood

colour in the Fishbites Catfish baits. Also, we

recently released a much-anticipated scent in

our E-Z cut baits – the mullet. This scent has

taken off, as we expected, and it’s growing a big

fan base in our international markets – the fish

are loving it!

Last but not least… we are showcasing

new products at ICAST this year, including

our newest Fight Club lure – the 5in Mullet

swimbait. There won’t be anything like it on

the market. This bait swims like nothing you’ve

ever seen and is heavily infused with the mullet

Flavor/Scent Technology. This will soon be the

preferred artificial mullet bait for anglers.


FEATURE

TTW: How do you see the bait/tackle

market at present?

TD: With the current tariffs, it’s touch and go

– we don’t know exactly how it will affect the

industry; we know it will affect it but to what

degree, that’s the question. Will the consumer

be willing to take on the extra costs? And how

will the companies affected by this adjust?

There’s a lot at play right now but the

industry is strong. There are over 50 million

anglers and over $150 billion in sales for the

US economy. It’s such a big business, not

only here but around the world. And it feels

like it’s growing! More people just want to be

outdoors and understand the importance of

disconnecting from devices and connecting

with nature. That is certainly helping to sell

more fishing gear and tackle.

TTW: Do you see any trends

happening in the industry

internationally?

TD: Outside of the US (and in the States

too), it seems that anglers are yearning for

new, innovative products that are clean and

environmentally friendly. We’re really excited

about this because we are committed to

maintaining our standards… no PVC or oilbased

products are ever used in our baits.

We want to be as environmentally friendly

as possible. Even in our day-to-day here in the

manufacturing plant, we are trying to eliminate

as many waste products as possible and come

up with reusable solutions.

TTW: What’s your view on where the

market is heading over the next 12

months?

TD: I expect growth… but it’s going to be

tough. The industry was way down for the

fourth quarter last year and now things have

sprung back (at least it has for us!) But things

may get a bit volatile for some time with

everything going on.

Even with all of the changes and obstacles

the market may face, I think things will level

out sooner rather than later. Larger ticket

items may be tough to get and the prices could

skyrocket, so companies are going to have to

bring more manufacturing to the states or pass

that cost on to the customer.

We’re lucky because, although we do bring

in some raw materials from other countries, all

of our manufacturing is done here.

TTW: What’s going to ensure

Fishbites is still going strong in 25

years’ time?

TD: Great question! Easy answer. There’s

no doubt that we will continue to produce

top-quality products with a great team; a team

that’s passionate about our customer’s success.

We don’t do anything halfway and we don’t

cut corners so the science-based promise of

our baits will remain the same. We still have

scientists on board to create new scents plus

some recipes that are done and ready to release.

And, as our international footprint continues

to grow, we’ll be focused on creating regional

products specific to the natural baits and

species in those areas. We’re already preparing

for growth by getting our manufacturing

processes and equipment up to speed so we can

produce new product lines. Our team is ready

and so excited for the future!

www.fishbites.com


FEATURE

PUSHING THE BOUNDARIES

OF WHAT’S POSSIBLE

Zenaq’s Sinpaa Hiramasa offshore rod series is said to refine

the three pillars of casting – lure control, fight and precision –

for those who live to challenge the unknown.

The ultimate thrill is felt only by those

who dare. Reading the tide, adapting

to ever-changing waters – without it,

the fish remains unseen. Then, in an

instant, a monster erupts. Hesitation means

defeat but the Sinpaa Hiramasa series of rods

has been designed to put you in control and

offer a host of features…

Unparalleled Lure Control

A single mistake in lure action can mean the

difference between success and failure.

To achieve ultimate control, the Sinpaa

Hiramasa features an ultra-responsive tip

designed for topwater stickbaits.

This high-sensitivity tip delivers precise lure

movement, even in turbulent waters.

The refined blank taper, from belly to butt,

optimises post-dive jerk action, triggering

aggressive strikes.

Paired with the Hexagon Reel Seat, it

maximises responsiveness and ensures flawless

presentation in any condition.

Dominant Fight Control

To withstand powerful surges from large fish

and dominate short, intense battles in rugged

terrain, butt power is essential.

The rods feature a high-power yet flexible

butt section, delivering both raw strength and

controlled resilience. This design minimises

the risk of line breakage while allowing precise

control over aggressive fish.

By absorbing violent bursts and maintaining

dominance, its torque-rich power ensures

every opportunity is capitalised upon.

Additionally, equipped with Zenaq’s

exclusive Hexagon Reel Seat and Hexagon

Grip, it provides superior support from hookup

to landing.

Precision and Distance Casting

Performance

In a game that demands repeated casts

throughout the day, a rod’s casting performance

directly influences success.

To maximise effectiveness, the Sinpaa

Hiramasa range enhances three critical aspects:

casting distance, accuracy, and long-term

comfort.

Designed to fully load with lure weight, the

blank’s recoil force launches lures effortlessly,

delivering exceptional long casts while

maintaining pinpoint accuracy.

Even against strong headwinds, its smooth

swing through minimises wind resistance,

ensuring stable, controlled casting in adverse

conditions.

In rough weather, consistent, high-precision

casting becomes a decisive advantage.

Additionally, the Hexagon Reel Seat

stabilises hand positioning, reducing unwanted

movement and minimising fatigue during

prolonged casting sessions.

Hexagon Reel Seat

Engineered for ultimate operation

performance and designed with absolute

precision, the patent-pending Hexagon Reel

Seat redefines casting, lure operation and fight

performance.

Its unique hexagonal shape and strategically

formulated rubber compound wrap the

entire reel seat, delivering an unparalleled,

palm-fitting grip and seamless control. This

enhanced grip provides a secure hold with

minimal effort, ensuring firm rod control

during casting and intense fights.

Additionally, its anti-wobble structure

minimises reel movement, eliminating the

need for repeated tightening, even during

extended sessions.

Built with hydrolysis-resistant rubber, it

maintains peak performance and durability

over long-term use.

Hexagon Grip

Designed to fit naturally in your hand, the

patented Hexagon Grip enhances control and

comfort like never before.


MODELS

Redefining Big Game

with Light Lures

Born from the concept of

“landing monsters with light

lures’, the SC81-80G Hiramasa

is ZENAQ’s pinnacle of light

casting rods.

When fish are locked onto

small bait or under heavy

pressure, light lures become

essential in triggering a strike.

Yet, conventional poweroriented

rods struggle with the delicate casting and precise

action required for lightweight lures.

To overcome this challenge, Zenaq has poured its

expertise into creating a rod that achieves the perfect

balance between light lure control and monster-class

fighting power.

Featuring an ultra-soft tip for maximum casting precision

and action with 40g-class plugs, seamlessly paired with a

torque-rich butt section proven against oversized fish, it

delivers a next-generation rod action.

The supple tip-to-midsection not only enhances lure

control but also absorbs the erratic movements of powerful

fish, reducing the risk of lost catches.

Additionally, it boasts exceptional swing-through for

precise, low-trajectory casting even against headwinds,

combined with unmatched manoeuvrability for effortless

handling.

It’s a rod where lightness and power converge at the

highest level, leading anglers into a new era of pursuing

monsters.

ZENAQ

SC81-80G HIRAMASA

Length: 8ft 3in

Lure: 40-100g

PE Line: 5-6

Recommended reel size: SW10000–14000

Target: 10-20kg+ fish

Zenaq’s original ergonomical hexagonal grip

is meticulously shaped to match the natural

contours of your fingers, ensuring a strong and

fatigue-free hold.

Providing a game-changing advantage, the

Hexagon Grip has become an essential feature

for serious anglers targeting large, hard-fighting

fish.

Experience an entirely new level of fight

control and lure manoeuvrability.

Assist Guide

Preventing line trouble at critical moments,

Zenaq’s exclusive Assist Guide setting is a

must-have for offshore casting, built to seize

every opportunity.

By placing the second guide directly below

the top guide, this design eliminates tip-section

tangles, reducing line trouble during casting

and rod action in strong winds.

It also enhances line slack control during lure

operation, ensuring stable performance, even

in highly technical situations.

The Ultimate High-Power All-Rounder

SC83-95G HIRAMASA

Merging lure control, casting precision, and overwhelming

fight power at the highest level, this rod is a definitive highpower

all-rounder.

With specialised precision for manoeuvring larger

floating stickbaits, it delivers exceptional lure control and

pinpoint casting accuracy.

Despite its powerful build, its ultra-sensitive blank

transmits every nuance of the ocean, providing an

unmatched level of feedback.

Equipped with every element needed for a precise

and aggressive approach, it offers the ultimate balance of

sensitivity and strength.

Furthermore, its uncompromising butt power enables

aggressive fights, giving anglers absolute control over their

battles.

For those who dare

to pursue the ultimate

challenge, this is the definitive

technical power rod.

SC83-95G HIRAMASA

Length: 8ft 3in

Lure: 65-140g

PE Line: 6-8

Recommended reel size:

SW14000–18000

Target: 15-30kg+ fish

www.zenaq.com


BUSINESS

DOING BUSINESS WITH…

TEXAS

The Lone Star State is one of the USA’s premier fishing destinations,

offering a diverse range of opportunities, from its extensive coastline to

lakes, rivers and reservoirs. How can you get your share of the market?

Everything is bigger in

Texas… from its sheer

size to its wide range of

freshwater and saltwater

fishing thanks to its geography,

which includes a long coastline on

the Gulf of Mexico (renamed by

President Donald Trump as the

Gulf of America!)

It’s the second-largest state in

the US in terms of both land area

and population size, behind Alaska

and California respectively.

Lying in the south-central

part of the country, Texas shares

borders with Oklahoma, New

Mexico, Louisiana and Arkansas

not to mention the Mexican

states of Tamaulipas, Chihuahua,

Coahuila and Nuevo Leon.

The Texan economy is the

second largest by GDP in the USA

after that of California.

Its geography varies wildly

throughout its vast expanse, from

the Great Plains to the coast, via

forests, desert grasslands and

wooded mountain slopes.

Alongside its 367 miles of

coastline, it also boasts 3,700

named streams and 15 major rivers,

including the Rio Grande, Pecos,

Colorado and Red River plus more

than 100 artificial reservoirs, all

teeming with a variety of fish.

The fishing tackle market

The tackle market in Texas is

a dynamic and growing sector,

influenced by a range of factors,

including consumer preferences,

technological advancements and

regulatory policies.

With millions of anglers visiting

Texas waters annually, the market

continues to thrive, supported by a

strong retail presence, both online

and offline.

Texas really can claim to be an

angler’s paradise and is rated as

one of the best for fishing in the

entire USA, thanks to its diversity

of species and opportunities to cast

a line.

Back in March the state hosted

the giant Bassmaster Classic event

– arguably the biggest bass fishing

tournament in the world – at Lake

Ray Roberts in Fort Worth while

Texas is also home to regular major

competitions covering everything

from billfish to bass and redfish to

trout.

The coast supports an extensive

recreational fishing industry,

covering everything from fishing

charters and guides to private

anglers, boaters, supporting

businesses and recreationally

harvested seafood.

With around 1.9 million licensed

recreational anglers including

visitors, 1,500 licensed fishing

guides and hundreds of saltwater

sportfishing tournaments held

annually, the Texan tackle industry

contributes over $14 billion to

the economy according to the

American Sportfishing Industry.

The ASA reckons the industry


ECONOMY

FOCUS

TEXAS

GDP $2.6 trillion

GDP Growth rate 5.58%

GDP per capita $86,987

Unemployment rate 4.2%

Top Export Partners:

Mexico ($12.3 billion) Canada ($3.66 billion)

Netherlands ($3.25 billion) South Korea ($2.36 billion)

China ($2.25 billion)

supports around 78,000 jobs and

generates $691 million in state

and local taxes as anglers spend

around $9.2 billion on the sport

here.

The coastal fishing can be split

into several options including

inshore, which focuses on the

numerous bays and waters close

by, targeting species such as

redfish and speckled trout.

Alongside live bait and

artificial lures, fly fishing is also

a popular way of targeting the

redfish, while an autumn (fall)

run of bull redfish is always a

really popular event.

Offshore, charter boats and

skippers will get you in on

the action for mackerel not

to mention larger game fish

including tarpon, sailfish and

marlin.

Inland, the numerous artificial

reservoirs offer a fantastic

selection of fishing with bass

claiming the number one spot

Largemouth and striped bass

along with catfish and crappie

are the mainstay for most anglers

and many reservoirs have added

artificial fish habitat structures to

enhance the sport further.

Texas has several major fishing

tackle retailers, including bigbox

stores like Bass Pro Shops,

Cabela’s and Academy Sports +

Outdoors, as well as numerous

independent bait and tackle

shops.

Top Import partners:

Mexico ($14.5 billion) Canada ($3.5 billion)

China ($3.2 billion) Chinese Taipei ($1.02 billion)

FACT FILE

Capital: Austin

Population: 31.29 million

Governor: Greg Abbott

President: Donald Trump

Official languages: None, spoken languages English, Spanish

Time zones: Central Daylight Time (GMT-5)

Currency: US Dollar (USD)


BUSINESS

Additionally, e-commerce

platforms such as Amazon and

specialty online stores contribute

significantly to sales. The state’s

industry benefits from a yearround

fishing season, with peak

demand occurring in spring and

summer.

State of the industry

When TTW last spoke to Texas

Saltwater Fishing Magazine editor

and publisher Everett Johnson, he

was clear about the importance of

fishing to the state’s economy.

“Like everything in Texas…

recreational fishing is big, too.

The Texas Parks and Wildlife

Department (TPWD) reports a

marked upswing in fishing licence

sales of all types over the past

decade.

“Bass fishing tops all other

types of fishing and, thanks to the

conservation efforts of the bass

fishing community over recent

decades, the quality of these

fisheries is soaring off the charts.

“Saltwater fishing is booming as

well. The Texas coastline is said to

be 367 miles in length. But unlike

many coastal states that have a

relatively smooth coastline, if you

look behind Texas’ nearly endless

miles of barrier islands, the jagged

shorelines of its major bays and

estuaries are much longer; longer

than 600 miles if you add them

together.

“Texas saltwater angling can

be classified into three major

categories – Inshore, Nearshore

and Offshore. Species targeted

across the three categories range

widely, from billfish and tuna

offshore, to the most-highlysought-after

species being

seatrout and red drum (or redfish)

inshore, with dozens more inbetween.

Unlike many states, Texas is

unique in the ability of recreational

anglers to access Gulf beaches and

year-around surf fishing is very

popular, with primary species

being red and black drum, tarpon,

king mackerel, Spanish mackerel

and Florida pompano. Shark

fishing from the beach is also very

popular.

“Inshore saltwater fishing is

another year-around angling

pursuit, with likely a million or

more participants annually. Texas

bays are relatively shallow, which

means that wade fishing is a very

popular way to access the fisheries.

This creates a whole other

category of gear and accessories

not nearly as common in other

places.”

He also revealed that Texas has

spawned its own boat category

as anglers target the hundreds of

miles of shallow lagoons in the

middle and lower portions of the

coast.

They are fishing for spotted

seatrout, red drum and snook,

often in just a couple of feet of

water. As a result, many Texas

anglers own two boats. One for

shallow flats fishing and a second

for larger, deeper bays that also

qualify for day-tripping the

nearshore Gulf in calm weather;

further boosting the marine and

electronics markets here.

Key trends

Like many other regions, certain

factors affect the way the Texas

tackle market operates and what

the future may hold.

The increasing popularity of

online shopping has transformed

the sector. Many brands now

offer direct-to-consumer (DTC)

sales, allowing anglers to purchase

gear conveniently. Subscriptionbased

tackle boxes, such as those

offered by Mystery Tackle Box,

have gained popularity, providing

customers with a curated selection

of lures and accessories.

Innovations in tackle have led

to improved products, such as

smart fishing reels with Bluetooth

connectivity, high-sensitivity

fishing lines and biodegradable

lures.

Companies continue to invest

in research and development to

enhance the angler’s experience,


While avid anglers may

continue to invest in highquality

gear, budget-conscious

consumers may seek more

affordable alternatives, impacting

premium tackle brands.

TEXAS

making fishing more efficient and

sustainable.

As environmental concerns

grow, many manufacturers are

developing biodegradable baits

and non-toxic fishing gear. Texas

anglers are increasingly interested

in sustainable products that

minimise the impact on aquatic

ecosystems. Brands that prioritise

eco-friendly practices are gaining

traction among environmentally

conscious consumers.

Social media platforms like

YouTube, Instagram and TikTok

have become essential tools

for promoting tackle brands.

Influencers and professional

anglers regularly showcase new

products, providing tutorials and

reviews that influence purchasing

decisions.

Digital marketing strategies,

including targeted ads and video

content, play a crucial role in

shaping consumer preferences.

Anglers are seeking more

customised fishing gear tailored

to their specific needs, as can be

seen from the discussion above

regarding shallow-water boars, for

example.

Companies are responding by

also offering customisable rod

and reel combos, personalised

tackle kits and engraved fishing

accessories. This trend aligns with

the growing demand for unique

and specialised fishing experiences

and Texas is one state with a host

of these on its doorstep.

Tackling challenges

Fishing regulations, including size

and bag limits, can impact tackle

sales, particularly for speciesspecific

gear. Conservation efforts,

while essential, sometimes lead

to restrictions that affect the

market. Additionally, concerns

about invasive species and habitat

degradation influence fishing

policies, impacting consumer

behaviour.

While fishing remains a popular

pastime, it competes with other

outdoor activities such as hiking,

camping and hunting, which is

especially rife in a state as diverse

as Texas. The increasing interest

in adventure sports and digital

entertainment options may also

divert consumer spending away

from fishing gear.

The tackle industry has

faced supply chain challenges,

particularly during the

Covid-19 pandemic. Delays

in raw material sourcing and

production have affected

inventory levels. Although

conditions have improved, global

trade fluctuations and material

shortages continue to pose risks

to manufacturers and retailers.

Rising inflation and economic

uncertainty, not to mention the

recent rise in tariffs for aluminium

products can affect consumer

spending on recreational fishing

gear such as reels, landing nets

and some terminal gear.

Opportunities in Texas

Encouraging youth participation

in fishing through educational

programs and community

events can drive market growth.

Organisations such as the Texas

Parks and Wildlife Department

(TPWD) actively promote fishing

education, creating opportunities

for tackle companies to engage

with new audiences.

Texas’ Gulf Coast offers

abundant saltwater fishing

opportunities, leading to

increased demand for specialised

saltwater tackle, including heavyduty

rods, reels, and corrosionresistant

gear. Expanding product

lines to cater to saltwater anglers

can enhance market potential.

The integration of smart

technology in fishing tackle, such

as GPS-enabled fishing rods and

sonar-equipped lures, presents

new growth opportunities.

Companies investing in smart

fishing innovations can attract

tech-savvy anglers seeking

advanced equipment.

The growing number of

female anglers presents a

significant opportunity for tackle

brands. Companies can develop

marketing campaigns and

product lines tailored to women,

promoting inclusivity in the

fishing community.

Retailers are also enhancing

customer experiences through instore

demonstrations, workshops

and even virtual reality (VR)

fishing simulations. Providing

hands-on engagement is driving

sales and building brand loyalty.

Looking ahead

The Texas fishing tackle market is

a thriving and evolving industry,

shaped by consumer trends,

technological advancement, and

environmental factors.

While challenges such as

regulatory constraints and

supply chain disruptions exist,

opportunities in sustainability,

smart technology, and targeted

marketing strategies provide

avenues for growth.

As Texas continues to be a top

fishing destination, businesses

that adapt to changing market

demands and embrace

innovation will remain

competitive and successful in

the industry.

WWW.TACKLETRADEWORLD.COM

37

FEATURE

THE 70TH CHINA BIHAI

FISHING TACKLE INDUSTRY EXPO

CONCLUDED SUCCESSFULLY

Innovation and integration enable high-quality development of the

fishing tackle industry

In Tianjin, China, the 70th Spring Bihai Fishing Tackle Industry Expo, which lasted

for four days, officially closed at the National Exhibition and Convention Center

(Tianjin) on March 3rd, 2025.

With the theme of innovation and cooperation, this exhibition attracted more

than 2,000 domestic and foreign companies to participate, with an exhibition area

of 140,000 square metres, a total of more than 200,000 visitors and an average daily

number of 50,000 visitors, the same as last year.

The proportion of special booths in the whole venue increased from 60 per cent last year to 65

per cent, showing a new trend of branding and upgrading in the industry.

Through 12 major category exhibition

areas, more than 180 events and immersive

cultural experiences, the innovative vitality

and diversified ecology of China’s fishing

tackle industry are presented in all aspects.

Data shows that the transaction volume of

small fishing products focusing on lightweight

increased by 22 per cent year-on-year, and

European carp fishing gear and fish culture

THE OPENING CEREMONY


products became hot spots for purchase.

The average daily transaction volume of the

exhibition is about RMB 100 million.

At the opening ceremony on February 28th,

Wang Xiangfa, general manager of Beijing

Bihai Fishing Tackle Co. Ltd, the organiser of

the exhibition, said that China is one of the

few countries in the world with a complete

fishing tackle manufacturing industry chain.

CHINA

Domestic focus

Under the influence of the current ‘America

First’ policy, product exports face many

uncertainties, so it has become an inevitable

trend to shift more production capacity to the

domestic market.

At the same time, advanced fishing tackle

manufacturing countries such as Japan also

hope to gain more development opportunities

in the Chinese market, which will make the

competition in the domestic market, which is

already close to saturation, more intense.

THE AWARD CEREMONY FOR

THE BEST NEW PRODUCT

THE SIGNING OF THE CONTRACT BETWEEN THE

GENERAL MANAGER WANG XIANGFA (RIGHT) OF THE

MAIN OFFICE AND THE SECRETARY OF THE CHANGHAI

COUNTY PARTY COMMITTEE

A RAPALA EMPLOYEE HOLDING A

NEW PRODUCT TROPHY

TTW MAGAZINE AT THE EXHIBITION


FEATURE

Qi Jingfa, former vice minister of the

Ministry of Agriculture, Wan Boao, honorary

editor-in-chief of China Fishing Magazine,

Shi Zehua, president of the China Fishing

Sports Association,and Wei Baozhen,

president of the China Leisure Fishing

Association, and other guests delivered

speeches.

The speakers all affirmed that the Bihai

Exhibition has played a decisive role in

the rapid development of China’s fishing

tackle industry in the past 30 years since its

establishment.

They look forward to the future Bihai

Fishing Tackle Exhibition’s leadership

in industrial upgrading and call for

strengthening ecological protection and

comprehensive cooperation.

In the 2024 Most Popular Products

selection announced on the spot, 30

innovative products stood out from more

than 100 candidate works, covering 10

categories such as fishing rods, fishing reels

and baits, demonstrating the industry’s

innovative strength.

Growing the sport

During the exhibition, Changhai County,

Liaoning Province, cooperated with the

Bihai Fishing Tackle Exhibition to officially

launch the 2025 ‘Magnificent Islands, Fishing

in Changhai’ sea fishing series, creating an

international sea fishing landmark with the

“one meeting, three competitions and one

camp” system (sea fishing expo, elite points

competition, challenge competition, leisure

shore fishing competition and training camp).

Liu Baoqing, secretary of the Changhai

County Party Committee, said: “The series

of events will rely on ecological resources to

promote the in-depth integration of marine

culture and tourism.

“The first day of release attracted the

attention of many anglers and became a

landmark achievement of the cross-border

cooperation of the exhibition.”

In this exhibition, Bihai Company is

actively trying and innovating in new fishing

methods, fishing culture, fishing methods and

community experience.

The fishing culture exhibition area in the

event continues to be popular. The series of

works created on the spot by fish rubbing

art masters Xie Chunming and Gu Bing

triggered a collection craze.

The six-piece bamboo pole production

workshop received more than 500

experiencers per day; the small object fishing

and European carp fishing exhibition areas

became a gathering place for technical

anglers.

The on-site transaction volume of products

such as YGC lightweight fishing tackle and

CARP TNT smart fishing group increased by

30 per cent year-on-year.

The collision of traditional fishing culture

and modern fishing gear equipment confirms

the diverse paths of ‘fishing culture’ from

inheritance to innovation.

Staying active

The exhibition held a total of 84 organisercoordinated

activities and more than 100

self-organised activities.

The number of participants in the singleevent

activities such as the Daiwa Fishermen

Meeting and the Dragon King Hate Spring

New Product Release Conference exceeded

2,000; in the experience competition

organised by the Chinese Celebrity Fishing

Club, Olympic champion Qian Hong set

a record in the exhibition hall with 15 fish

caught in 10 minutes, driving the number of

consultations on small fishing equipment to

increase by four times.

The first launch of new products such

as Kone New Mandarin Fish Series and

Akefeisi Carbon Fibre Fishing Reel received

high attention from professional buyers, and

the first-day order volume of some brands

exceeded the total amount of last year’s

exhibition.

Expanding opportunities

Overall, although the Chinese fishing tackle

industry as a whole faces homogeneous

competition, exhibitors generally open up the

market through differentiated designs.

As a ‘weather vane’ for the development

of China’s g tackle industry, this Bihai

Fishing Tackle Industry Expo not only

built an efficient cooperation platform for

fishing tackle manufacturers across the

country through trade docking, cultural

communication and event incubation, but

also injected sustainable momentum into the

high-quality development of China’s fishing

tackle industry with the innovative model of

“exhibition + industry + cultural tourism”.

General manager Wang Xiangfa

pointed out: “We believe that, with the

implementation of various national policies

on fish and water resource protection, sports

and others, and the results they bring, fishing

will become more colourful – not only lure

fishing, small object fishing, European carp

fishing, but also fly fishing, stream fishing,

etc, which will surely attract more enthusiasts

to join, and China’s fishing tackle industry has

a promising future.”


CHINA


FEATURE

THE IMPORTANCE OF

INSHORE FISHING

Inshore fishing – targeting species in shallow coastal

waters – is a hugely popular sector in the sport thanks to its

broad appeal and accessibility. It’s also a great market for

you, whether you’re a manufacturer, distributor or retailer.

Inshore fishing, as the name may suggest,

typically takes place within a few miles

of shore, in waters less than 30 metres

(100ft) deep, making it ideal for novices and

experienced anglers alike.

Not only is it easily accessible but there is

a huge range of species on offer which can be

targeted in many different ways, from lures to

jigs to flies and even floating baits when it’s calm

in the shallows.

Whether you are fishing from a boat, kayak,

pier or wading close-in, inshore fishing offers a

unique and exciting experience.

Understanding inshore fishing

Since this fishing typically occurs in less than 30

metres of water, it encompasses estuaries, bays,

flats, mangroves and intercoastal waterways.

These environments provide rich habitats

for a variety of fish species, making them ideal

for anglers seeking both quantity and quality in

their catches.

Unlike deep-sea fishing, which requires

specialised equipment and large boats, inshore

fishing is often more accessible and costeffective.

Target species

The variety of fish found in inshore waters is one

of the primary attractions of this fishing style.

Some of the most popular species targeted by

inshore anglers include:

• Redfish (Red Drum): Known for their

aggressive strikes and strong fights, redfish are a

favourite among inshore anglers in certain areas

of the Atlantic Ocean coast, most commonly in

shallow flats and estuaries.

• Speckled Trout (Spotted Seatrout): These

are abundant in grass flats and shallow waters,

making them an easy target for light tackle

anglers.

• Snook: A prized game fish, snook are known

for their hard-fighting nature and acrobatic

jumps. They are typically found near mangroves,

docks, and bridge pilings.

• Flounder: These bottom-dwelling fish are

well-camouflaged and can be caught using live

bait or artificial lures along sandy or muddy

bottoms.

• Tarpon: Often referred to as the “silver king”,

tarpon are highly sought after due to their size

and spectacular aerial displays when hooked.

• Sheepshead: Recognisable by their black and

white stripes and strong teeth, sheepshead are

commonly found around pilings, jetties, and

rocky structures.

• Bonefish: Nicknamed the ‘grey ghost’, these

are beloved of fly anglers in tropical waters, as

they hunt for food in tidal flats, mangroves and

creeks.

Essential gear

While the necessary gear may vary depending

on the targeted species, there are some

fundamental pieces of equipment every inshore

angler should have.

• Rod and Reel: A medium-light to mediumheavy

spinning or baitcasting rod paired with a

high-quality reel is ideal for most inshore fishing

applications. For fly fishing then a 6-wt to 8-wt

rod with a reel loaded with plenty of backing

will handle most fish but tarpon or other big fish

hunters may wish to scale up to a 10-wt.

• Fishing Line: Braided line is popular for its

strength and sensitivity for those spinning

or baitcasting, while monofilament or

fluorocarbon leaders help prevent fish from

seeing the line.

• Hooks and Terminal Tackle: Circle hooks,

J-hooks and trebles are commonly used, along

with a variety of weights and floats depending

on fishing conditions.

• Artificial Lures: Soft plastic baits, topwater

plugs, spoonsand jerkbaits are all effective

options for attracting inshore species, along with

flies.

• Live Bait: Shrimp, mullet, pinfish and crabs

are excellent live bait choices, often producing

better results than artificial lures. Many flies are

tied to mimic this prey too.

Inshore techniques

One of the most appealing aspects of this sort

of fishing is the range of styles you can adopt to

catch your chosen species.

A common method is to cast a lure or bait

into likely fish-holding areas and retrieve it to

entice strikes. It can be explosive fishing and

allows you to cover a wide area relatively quickly.

Drift Fishing is a fun way to get out on the

water – anglers allow the boat to drift naturally

with the current while presenting baits or lures

at different depths.

Dropping baited hooks to the seafloor

– bottom fishing – is an ideal way to target

species like flounder and sheepshead.

Sight fishing is a visually engaging method

where anglers look for fish in shallow waters

and cast directly to them.

Using specialised fly rods and artificial flies

to target species such as redfish, tarpon and

bonefish in shallow waters is always a popular

way of fishing. Many anglers will travel to

specific destinations away from their home

waters and often have a good amount of

disposable income.

Prime locations

Inshore fishing opportunities exist all over

the world, but some locations are particularly

renowned for their excellent fishing conditions

including the Florida Keys, Bahamas, Mexico

and parts of the Caribbean for tarpon, snook

and bonefish, with many offering year-round

sport. The Florida Keys offer year-round

inshore fishing.

Staying the US, Louisiana’s marshlands are

known as the redfish capital of the world while

the Texas coast also offers an autumn / fall run

of this popular species.

Panama claims to offer around 40 inshore

species, many of which are abundant or, quite

simply, big, including some trophy roosterfish

or Cubera snapper.

Meanwhile Australia and New Zealand have

plenty of coastline to go at, as does the UK,

parts of Europe and Africa.

Pretty much anywhere with an accessible

coastline has the poitential to offer anglers


INSHORE FISHING

good fishing opportunities, especially in

warmer climates.

Inshore insights

Maximising success when fishing inshore will

rely on a number of things.

Anglers will certainly need to understand

tides and weather. Fish are often more active

during moving tides and changes in weather

conditions can affect fish behaviour. Changing

conditions – both tides and weather - can also

catch you out if you’re on a boat or fishing from

rocks so it pays to check forecasts regularly.

Match your bait, lure or fly choice to the

species you are targeting and the conditions

you are fishing in and their preferred food

sources.

Inshore fish can be easily spooked, so

minimize noise and approach fishing areas

cautiously.

Look for signs of feeding fish, such as

jumping baitfish, birds diving or surface

disturbances.

Be flexible – if one method isn’t working,

switch up your approach with different lures or

flies, retrieval speeds or depths.

Follow local fishing regulations, practice

catch-and-release when necessary and respect

the environment; inshore waters can be very

sensitive to changes or overfishing and are

often subject to variations in rules so check

before you go or hand out advice at your store.

Summing up

Inshore fishing is an exciting and rewarding

sector that provides anglers with the

opportunity to catch a variety of fish species in

accessible and scenic locations.

An understanding of the coastal

opportunities near you, the prevalent species,

best times to target them, preferred food

sources and knowledge of the tide and weather

conditions will ensure your retail outlet

becomes a source of knowledge as well as

tackle for novice and experienced anglers alike.


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 GARMIN

FORCE PRO TROLLING MOTOR

The next-gen Force Pro brushless

trolling motor boasts superior

anchor lock performance and

new fishing-friendly innovations

and enhancements to maximise

anglers’ time on the water.

With Garmin’s most precise

GPS positioning technology, it

features multi-band GPS and

an integrated heading sensor

to deliver superior anchor lock

performance in all types of fishing

conditions.

The motor offers 100lb of thrust

while a new reverse thrust control

allows you to slow the boat or

back up through tight quarters,

like creeks or dock spaces.

A GT56UHD, Garmin’s latest

and most powerful Ultra High-

Definition scanning transducer, is

built in to deliver brilliant ClearVü

and SideVü sonar imagery of

structure and fish below and to

the sides of the boat.

www.garmin.com

2 STONFO

HACKLE GAUGE

The Hackle Gauge from Italian

accessories expert Stonfo helps

the fly tyer to choose the hackle or

hook size quickly and easily.

Just bend a hackle around

the plastic pin and read the

appropriate hook size on the

curved scale.

The graphic clearly indicates

the sizes of the hooks, from 4 to

22, while the colours of the curved

scale allow a good view with both

light and dark hackles.

It can be applied directly to

the vise stem and can be rotated

when not in use.

www.stonfo.com

3 DAIWA

PROTEUS EX RODS

Growing comfort and control

are the key angler benefits of

these West Coast offshore rods,

in actions with the right lengths

and power to target a variety

of species up and down the

California coast and beyond.

There are 16 rods in all – 10

casting/conventional and six

spinning models – developed to

be used with braided line.

Daiwa has focused on providing

fish-fighting control and comfort

from including cord-wrapped

grips, oversize butt caps and an

overall lighter rod.

The rods rely on Daiwa’s HVF

NanoPlus carbon technology

to reinforce the blank through

a micro-level arrangement of

material in the plastic resin,

creating a thinner, lighter and

rigid yet powerful blank with

impressive fish-stopping power,

despite the diameter.

www.daiwa.us


Classifieds

SPLIT RING

PLIERS

UNIQUELY DIFFERENT (NEW-PATENTED)

The EASIEST... The FASTEST...

The BESTEST...

for changing hooks or spinner blades

visit www.TexasTackle.com for demo video

WHOLESALE ONLY

4 Sizes

www.TexasTackle.com

RIGS !!!!

TO BOOK THIS

SPACE CONTACT:

NORTH AMERICA

BART MANGANIELLO

T: +1 914 722 7601

E: bartalm@optonline.net

REST of WORLD

GUIDO KNEGT

T: +39 347 503 6436

E: guido.knegt@artichokehq.com

COMING UP…

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

AUGUST 2025

Ad Copy: June 20th, 2025

Mailed: July 9th, 2025

Special issue: Predtaor fishing

Spotlight: Hooks

Doing Business With: Hungary

To submit news or editorial for

any of these issues, contact:

EDITOR

JOHN HUNTER

T: + 44 (0)7990 542958

E: john.hunter@artichokehq.com

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

contact our business development team:

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

THE POWER OF

EMAIL MARKETING

A game-changer for businesses

In an era dominated by social media and

digital advertising, email marketing

remains one of the most effective and

reliable ways for businesses to engage with

customers. Unlike fleeting social media posts or

expensive paid ads, email marketing provides

a direct and personalised communication

channel that fosters brand loyalty, drives

conversions... and delivers measurable results.

Why Email Marketing Works

Email marketing stands out for its ability

to reach customers where they are most

active – their inbox. Research shows that

email marketing boasts an average return

on investment (ROI) of $42 for every $1

spent. This high ROI is due to several factors,

including cost-effectiveness, audience

segmentation and automation capabilities.

Businesses can segment their audience

based on demographics, purchasing behaviour

or engagement levels, allowing them to

tailor messages to specific customer needs.

Personalised emails are proven to generate six

times higher transaction rates compared to

generic messaging. Automation tools further

enhance efficiency by enabling businesses

to send timely and relevant emails, such as

welcome sequences, abandoned cart reminders

and post-purchase follow-ups.

Crafting a Successful Email

Marketing Strategy

To maximise the benefits of email marketing,

businesses must focus on several key elements:

● Compelling Subject Lines – The subject

line is the first impression. It should be concise,

engaging, and spark curiosity to encourage

recipients to open the email.

● Valuable Content – Content should be

informative, entertaining, or offer exclusive

deals to keep the audience engaged. Including

a clear call to action (CTA) ensures that

recipients know what steps to take next.

● Mobile Optimisation – With over half of

emails being opened on mobile devices, it’s

crucial to ensure responsive design, easy-toread

formatting and quick-loading visuals.

● Personalisation and Segmentation –

Using customer data to personalise emails

increases engagement. Addressing recipients

by name and tailoring content to their interests

enhances the overall experience.

● Testing and Analytics – A/B testing subject

lines, email copy and CTA buttons helps

determine what resonates best with audiences.

Analysing open rates, click-through rates and

conversions allows businesses to refine their

strategy.

Overcoming Email Marketing

Challenges

Despite its effectiveness, email marketing

does present challenges. Deliverability issues,

spam filters and declining open rates can hinder

success. To overcome these hurdles, businesses

should maintain a clean and updated email list,

avoid spam-triggering words and ensure they

comply with email marketing regulations like

GDPR and CAN-SPAM.

Another key consideration is finding the

right balance between frequency and quality.

Bombarding subscribers with too many emails

can lead to unsubscribes, while infrequent

communication may cause disengagement.

A well-planned email calendar ensures

consistency without overwhelming recipients.

Conclusion

Email marketing remains an indispensable

tool for businesses looking to connect with

their audience effectively. By leveraging

personalisation, automation and datadriven

insights, companies can build strong

relationships with customers and achieve

impressive ROI. As digital marketing evolves,

email continues to prove its resilience and

power in driving business growth.

John Hunter runs communications

consultancy HunterMedia

john@hunter-media.co.uk

www.hunter-media.co.uk


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