Tackle Trade World March 2026

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MARCH 2026

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PAGE 16

SCANDINAVIAN SALES

WHY THIS MARKET IS SUCH

A CRUCIAL ONE FOR YOU

PAGE 34

TRADE MOURNS THE LOSS

OF ST CROIX CO-OWNER

The tackle trade is reeling from the

death of St Croix brand co-owner

David Schluter, who has passed away

suddenly at the age of 61.

David co-owned the US fishing rod

manufacturer St Croix Rod and its wider brand

family, along with surviving siblings Paul, Jeff

and Pam Smylie, who bought the company from

their father, Gordon, back in 1990.

David graduated from Park Falls High School

in 1982 and attended UW Eau Claire and the

University of Arizona, where he earned a degree

in engineering. He worked for Kohler Company

in Sheboygan for a time before returning home

to Park Falls to work with his father and brothers

at St Croix Rod.

In a statement from St Croix, it said that

throughout his 35-year career there, David

was known and respected for his intelligence,

work ethic, practical problem-solving skills and

relentless focus on innovation.

Dave was passionate about St Croix’s brand,

processes and people. He was very proud of

what his father had accomplished in saving the

company twice in its history.

He would advance to vice-president of

manufacturing, then vice-president of product

management, leading manufacturing and

product development at St Croix for over a

decade before retiring to continue leadership on

the company’s board of directors.

During his tenure, he spearheaded many

innovations, including Solidworks 3D modelling

in the early 2000s, which greatly enhanced the

business’ design and manufacturing capabilities.

He also enjoyed traveling and seeking out new

materials and suppliers to make the company’s

rods even better for anglers.

He instituted regular improvements to

the manufacturing process, which resulted in

continual quality and efficiency improvements

while reducing waste.

Inside and outside of the workplace, David

was said to be kind, reserved and dependable.

He enjoyed woodworking, hunting, fishing,

making maple syrup and spending time

outdoors working the land with his tractor.

He valued self-reliance and craftsmanship

and took tremendous pride in doing things well.

He was strong-willed, offered good advice and

lived with a quiet integrity.

His legacy is one of strength, hard work and

care for others, especially his children, Hunter,

Megan and Elsa, to whom his life was devoted.

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

MARCH 2026

WELCOME

EDITORIAL

Editor: John Hunter

+44 7990 542958

john.hunter@artichokehq.com

A journalist all his life and with 25-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.

BIG NAMES BACKING

EFTTEX 2026

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

Since 1993, Robert has been editor-in-chief and

reporter for fishing publications in China, to magazines

and newspapers. He has also been delivering

professional trends to the tackle industry and has

managed a popular fishing forum, facilitating the

exchange of insightful industry information within

China’s premier fishing community.

ARTICHOKE MEDIA LTD

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

So the European Fishing Tackle

Trade Exhibition (EFTTEX) has

been given a huge boost, with

the news that industry giant Pure

Fishing is return to the event this June.

That is fantastic news for many reasons,

not just because it fills a large amount of floor

space – almost 200 sq m –for the show at the

Barcelona venue.

I understand the company has also agreed a

commitment for the next two to three years,

ensuring a little stability and continuity. After

all, like adverts in a magazine, it makes little

sense to just take one.

Of course, it will allow the organisers to

shout about many of Pure Fishing’s 26 tackle

brands and will doubtless keep the New

Product Showcase judges busy as it presents

launches in a string of categories.

I also understand that it will be encouraging

25 to 30 key retailers from across Europe

to attend, which is great news for the other

exhibitors.

After a steady return last year, EFTTEX is

really gathering momentum as other global

brands like Mustad, Fladen Fishing, BFT,

Snowbee, Ockert and Energofish have also

confirmed their presence for 2026.

Other international names which will be

back after a break include Spanish supplier

Calico, Sasame hooks, Halco Tackle from

Australia and China Fish, while there look to

be some welcome newcomers too.

As I said when EFTTEX was revitalised

last year in Brussels, the European tackle

industry needs a place to gather, network, see

new products and swap ideas.

It’s pleasing, also, to see that the industry

body, the European Fishing Tackle Trade

Association (EFTTA), will also once again be

having a stand there – as it should, of course,

since it still has ownership of the show name.

Hopefully, the addition of Pure Fishing

and these other major names will encourage

others to realise just how important a

European trade show really is and persuade

them to book their space.

Organiser Janet Doyle has done a great

job of filling 75 per cent of the space as this

edition of TTW went to press but, as a former

trade show organiser myself, I know only too

well how tough it can be for the final push to

put up the “Sold Out” sign.

I – along with the rest of the TTW team –

are excited for this summer‘s show; we love

meeting and chatting to the people behind

these manufacturers and brands, learning

about their latest gear.

We‘ll be basing ourselves on the press

stand once more and will be delighted to

support your show investment with great

offers on our marketing packages as well as

vital editorial. We’ll be in touch in due course

about these fantastic opporutnities.

We’ll see you in Barclona!

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Contents

16

22

MARCH 2026

16 GRUNDÉNS PUTS BEST FOOT FORWARD

Footwear and apparel expert Grundéns continues

to strengthen its technical fishing offering with

the introduction of the Rock Armor Wading Boot,

its most protective and premium wading boot to

date.

18 TACKLING MARINE MAMMAL PREDATION

The US Pacific Northwest fisheries rely on salmon

and steelhead but protected sea lions and other

mammals take huge quantities of them. The

American Sportfishing Association looks at what

can be done.

20 CATCH THE ULTIMATE FISHING APP

Fishing has never been short on technology and

modern anglers have more data available to them

than ever before. Yet, for many, the experience has

become noisier, not clearer. Step forward, Catch…

22 JAPANESE PERFORMANCE FOR EUROPEAN

ANGLERS

Shimano JDM (Japanese Domestic Market)

tackle has been developed and manufactured

specifically for the Japanese market. But, for

European anglers, these premium products are

highly sought after, too.

28 SPOTLIGHT ON… RODS

Fishing rods are the quintessential tool of

angling, forming the backbone of recreational

and professional angling activities worldwide.

It’s a massive market… so how do you ensure

you get your share?

30 SHOP WINDOW

We have a handful of recently released rods for

you to consider stocking in your outlet. Do they

fit the bill for your business?

32 TAKING A BITE OUT OF THE ALARM

MARKET

UK-based Sporting Wholesale has earned

a reputation for quality fishing tackle at

competitive prices. Its wireless bite alarms

boast a wealth of high-end features that your

customers will love.

34 DOING BUSINESS WITH… SCANDINAVIA

The region has one of the most deeply

rooted fishing cultures in the world, spanning

everything from ancient coastal fisheries to

modern recreational angling. That maes it a

great business opportunity for you.

38 REPORTS FROM CHINA

This month our correspondent looks at the

official programme for the Bihai Fishing Tackle

Industry Expo, considers the impact a major

archery show has on our trade plus we report

from a Vietnamese tackle exhibition.

CONTENTS

08 NEWS

There are key appointments at Guideline and

Fulling Mill as they announce a new CEO and a

key sales manager respectively, while Foundation

Outdoor Group has added FishSkins to its

portfolio.

10 NEWS

Tackle trade newcomer Nordic Fieldsport is

strengthening its Scandinavian sales team while

European trade show EFTTEX 2026 has received

a boost with news that Pure Fishing has booked

a large stand.

12 NEWS

The industry has paid tribute to fly fishing

stalwart Jim Murphy, who made his name with

Hardy, Redington and more, while a UK mental

health charity has been officially recognised by

the King of England.

24 FISHBITES DELIVERS GLOBAL PERFORMANCE

Wherever you are in the world and whatever

species and conditions you are up against,

the pulling power of Fishbites’ baits remains

consistent. After all, they have been catching fish

for a quarter of a century.

26 HAND-TUNED AND TANK-TESTED

For 90 years, Rapala has built its reputation on

a simple, uncompromising belief – a lure isn’t

finished until it swims right. Not “close enough.”

Not “within spec.” Just... right.

24 28

42 MUD HOLE MARKS 50 YEARS

Foundation Outdoor Group is celebrating the

golden anniversary of Mud Hole Custom Tackle,

the world’s largest distributor of fishing and

custom rod building products and education.

44 MAKING CONTACT

More key products that have been recently

released onto the market. This month we

look at a Grundéns jacket, the latest XBraid

fluorocarbon leader and a mini whip finisher

tool from Dr Slick.

14 REGISTRATION OPENS FOR ICAST 2026

The time is now to secure early bird access to the

biggest and best networking event in sportfishing,

ICAST 2026, which is set to take place in Orlando,

Florida, from July 15th to 17th.

06 WWW.TACKLETRADEWORLD.COM

REGISTRATION

NOW OPEN

THE WORLD’S PREMIER SPORTFISHING TRADESHOW

POWERED BY

JULY 14–17, 2026

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NEWS

FOUNDATION OUTDOOR GROUP

GETS GRIP ON FISHSKINS

Foundation Outdoor Group

and FishSkins Custom Rod

Grips have signed an exclusive

distribution agreement,

offering rod builders across

the globe the opportunity

to purchase FishSkins’

groundbreaking fishing rod

grips through Foundation’s

platforms.

In addition to offering items

through its MudHole.com and

Mud Hole Advantage businessto-business

purchasing program,

the companies are planning to

collaborate on the development

of additional lines of FishSkins

grips to serve the fishing and rod

building communities.

Hunter McKamey, Foundation

Outdoor Group vice-president,

said: “We’re very excited to

add FishSkins to our family of

distributed brands. The quality,

durability and unique designs of

their polymer grips are unmatched

in our industry and will be

extremely popular with our rodbuilding

customer segment.

“It’s always a pleasure to

partner with companies that are

so focused on delivering quality

products. We are looking forward

to a long and growing relationship

with John Mazzanoble and the

entire FishSkins team.”

FishSkins offers a growing

selection of custom polymer

fishing rod grips, designed for

comfort, feel and style. The

product line provides the angler

with unmatched grip in all

weather conditions with industryleading

durability.

Unlike traditional cork, EVA

and polymer fishing rod grips,

FishSkins offers vibrant designs

simulating target fish like

largemouth bass, mahi mahi,

redfish and wahoo. In addition,

Foundation and FishSkins will

be developing additional colours,

shapes and designs that meet the

needs of consumer and business

custom rod builders alike.

FishSkins president John

Mazzanoble added: “Partnering

with Foundation Outdoor Group

for international distribution is

the perfect way for us to bring

FishSkins to the rod building

community at large.

“Through MudHole.com,

Foundation Outdoor Group is

the world’s leading distributor of

rod building and fishing products.

Leveraging their reach and

expertise, we are confident that

FishSkins will exceed our sales

and growth expectations.”

Foundation Outdoor Group

is a global leader in fishing rod

and tackle crafting components,

supplies, equipment and

instruction, boasting awardwinning

brands including Mud

Hole Custom Tackle, American

Tackle, MHX, Custom Rod

Builder (CRB), Flex Coat and

ProProducts.

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FULLING MILL APPOINTS

KEY GLOBAL SALES FIGURE

UK-based fly fishing company Fulling Mill has appointed wellknown

fly tyer and angler Steve Shorrock as its sales manager,

responsible for all approved dealers around the globe, excluding

the USA.

Based in Cheshire, Steve is a

highly respected fly tyer and

accomplished angler with deep

technical knowledge of flies, fly

tying and modern fishing tactics.

First introduced to fly tying by

his grandfather nearly 35 years ago,

he has spent a lifetime refining his

craft and is now best known for

his precise, tactical approach to

nymphs and dry flies.

Steve is a familiar face

within the UK and Irish flyfishing

community, regularly

demonstrating on Tyer’s Row at

the British Fly Fair International

(BFFI) and the Irish Fly Fair (IFF),

as well as at leading fly shops and

angling clubs across the UK.

His fishing experience is firmly

rooted in British rivers, spending

the trout season on waters such

as the Wye, Derwent, Dove and

Lathkill, while winter months

are devoted to grayling fishing on

Welsh rivers including the Dee,

Wye and Severn. Annual trips to

Bosnia’s renowned Ribnik and

Guideline announces new CEO

Scandinavian fly fishing brand

Guideline has appointed former

product and brand director

Espen Myhre to the role of

CEO, with responsibility for its

companies in Norway, Sweden

and the USA as part of a plan for

global growth.

Former CEO/CFO Thomas

Carlsson will continue as

CFO, leading finance and

administration and ensuring

financial discipline and

operational stability.

Together with Mathias

Gårdlund, head of supply chain

and business services, and Fredrik

Ljunggren as sales director, the

leadership team is well positioned

to strengthen and grow the

Guideline globally.

A company statement said:

“As Guideline continues to

strengthen its global brand

positioning and navigate

an increasingly complex

international business

environment, this leadership

structure ensures a clear focus on

product development, innovation,

market and customers – while

continuously working to minimise

our total footprint on nature.

“The rebalance of the top

management is a proactive

change to better meet increased

administrative and governance

demands resulting from

international expansion and more

Pliva further inform his practical,

results-driven approach.

Alongside his angling

credentials, Steve joins Fulling Mill

from a highly successful career in

non-sector related sales, bringing a

proven ability to work closely with

trade partners on a hands-on basis.

Fulling Mill said his consistent,

relationship-led approach

has helped retailers drive

improved performance and

unlock sustainable sales growth

– experience that will now

be focused on supporting the

company’s trade customers.

In his role as UK sales manager,

Steve will oversee all UK and

non-USA trade accounts,

working closely with Fulling

Mill’s international sales agencies

to support continued growth,

strengthen dealer relationships

and increase market share across

all levels of the business.

Fulling Mill managing director

Rick Bowles said: “Steve brings

together technical credibility,

commercial experience and a

genuine understanding of the

tackle trade.

“We’re delighted to welcome

him to the team and look

forward to seeing the impact he

will make both in the UK and

internationally.”

subsidiaries as a natural step in

the company’s development.”

The group, founded back

in 1993 in Norway, has grown

internationally over the last

couple of decades and now

serves a vast network of more

than 400 dealers across 35

countries.

espen.myhre@guideline.no

www.guidelineflyfish.com

WWW.TACKLETRADEWORLD.COM 09

NEWS

PURE FISHING PROVIDES

BOOST TO EFTTEX 2026

Pure Fishing, the world’s

largest fishing tackle supplier,

is to return to exhibit once

again at EFTTEX when it

takes place this summer in

Barcelona.

In a major boost for Europe’s

tackle trade show, Pure Fishing

has confirmed that it will be

back at the event with a large

stand when it opens its doors in

Barcelona in June. The company

was a regular at the show until

EFTTEX became a victim of

Covid-19 and was cancelled for

several years.

Jan Mertens, commercial

director at Pure Fishing said:

“We are super excited to be

back at EFTTEX this year. It

is very important to show our

commitment to the industry and

the sport in general.

“We hope that this encourages

other companies – large and small

– to join. I also hope that bigger

brands will follow. EFTTEX

needs to grow and have more

businesses exhibiting and visiting

the show. The industry needs

a forum that brings together

everyone involved in the trade

and EFTTEX is the perfect venue

for that.”

He confirmed that the

company is looking at a two- to

three-year commitment to the

event and revealed it will be

showcasing new gear from many

of its brands like PENN, Abu

Garcia, Savage Gear and more.

The news is another huge boost

to the European fishing tackle

trade exhibition as organiser Janet

Doyle also revealed that the event

is now 75 per cent sold out.

Janet explained: “Feedback

from EFTTEX 2025 noted the

absence of the big players. Pure

Fishing brings a massive boost

to the show and we hope this

encourages others, big and small,

to book.

“Both EFTTEX and Pure

Fishing want a successful show

and by working together the

excitement will grow. We look

forward to welcoming everyone

to the beautiful city of Barcelona

this coming June.”

With stand space now at a

premium for the event at Fira

de Barcelona from June 10th to

Nordic Fieldsport

expands Scandinavian

sales department

12th, Janet has urged interest

companies to act now to secure a

good location.

info@efttex.com

Nordic Fieldsport continues to

strengthen its sales organisation

with the appointment of

an experienced industry

professional responsible for sales

development across Scandinavia.

Active in the sportfishing

industry since 1993, new team

member Anton Åsenlund brings

more than three decades of

experience from both the

Swedish and wider European

markets.

His background includes roles

as salesperson, team leader and

sales manager, working with some

of the industry’s most recognised

brands, including Abu Garcia,

Berkley, Savage Gear, Penn, Hardy

and Loop Tackle.

In his new role at Nordic

Fieldsport, Anton will focus on

driving growth across Scandinavia

through strong partnerships, longterm

customer relationships and

continued brand development.

Particular emphasis will be

placed on strengthening market

presence for Nordic Fieldsport’s

portfolio, including the Myran,

Wolfcreek and Pulz Bait brands.

A dedicated outdoorsman

and lifelong angler, Anton enjoys

all forms of fishing, with salmon

holding a special place as a

personal passion –bringing both

experience and authenticity to his

work with retailers and partners.

He said: “I am excited and proud

to work for Nordic Fieldsport

because the company stands

for quality, expertise and passion.

Being part of a team that shares the

same values and strives to develop

sportfishing motivates

me immensely.”

nordic-fieldsport.com


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NEWS

INDUSTRY STALWART

JIM MURPHY PASSES

Tributes have been paid to

one of the best-known faces in

the fly fishing industry – Jim

Murphy – after he passed away.

As well as being the founder of

tackle brands Redington and

Douglas and clothing brand

Albright, he was perhaps best

associated with Hardy, having

had two long stints at the trade

giant.

His 37 years in the tackle trade

spanned the aforementioned

companies, a spell as vicepresident

of R L Winston fly rods

and, latterly, he was the director

of fly fishing at Hardy, overseeing

the group’s Hardy, Greys, Fenwick

and Pflueger brands.

It was a company he had

returned to in 2019 having been

president of Hardy North America

and in charge during its transition

into the Pure Fishing group back

in 2013.

Hardy led the tributes, saying

Jim led with calm strength and

set a high bar for how to represent

a legacy brand. He protected

the Hardy name and carried its

history with dignity and respect.

He taught fly fishing to anglers

around the world and was a pillar

of the fly-fishing community and a

leader and mentor to many.

Jim believed in the power of

craft and detail. He valued gear

that felt right in the hand and

on the water. He made time for

conversations in fly shops, in

waders, and on stages. He cared

US powerboat sales dropped

by up to 10 per cent last year,

according to the National

Marine Manufacturers’

Association although

freshwater fishing boats held

steady from previous levels.

With the winter boat show

season kicking off, the US-based

trade organisation shared a state of

the recreational boating industry

business report outlining the latest

industry data and market trends

shaping the national market as it

enters 2026.

about the sport and the people

who shaped it.

Jon Schlosser, Chief Product

and Brand Officer at Pure Fishing,

said: “Jim carried the Hardy legacy

with pride and care.

“He understood what made

the brand special and made sure

others understood it too.

“He knew the sport, the craft

and the community at a deep

level.

“We will miss his voice, his

steady presence and his friendship.

Our thoughts are with his family

and with the many people in fly

fishing who will feel this loss.”

Jim also loved writing poetry.

His work often reflected time

outside and his respect for quiet

places.

The statement continued:

“Hardy Fly Fishing extends

condolences to Jim’s family,

friends and the global fly-fishing

community. We remain grateful

for his leadership and for his many

years of service to this sport.”

Jim lived in Stuart, Florida, was

married to Tess and had four sons.

A celebration of life was due to

be held at 11am on February 28th

at the Flagler in downtown Stuart,

Florida.

US boat sales mixed in 2025

NMMA estimated total new

powerboat retail unit sales in

2025 declined to approximately

215,000 to 225,000 units.

Looking ahead, mixed economic

conditions are expected to result

in new powerboat sales in 2026

that are on par to slightly up from

last year.

Throughout 2025, volumeleading

segments such as personal

watercraft, aluminium fishing

boats and smaller, trailerable boats

drove retail activity, accounting for

more than 90 per cent of total unit

sales. Freshwater fishing boats

were a notable bright spot, holding

steady with 2023 sales levels.

Pre-owned boats, which

represent approximately 80 per

cent of total annual unit sales,

remain a critical component

of the market, offering a wide

range of price points and access

opportunities for consumers. In

2024, the most recent year of

available data, pre-owned boat

sales totalled nearly 860,000

units, down 6.5 per cent

from 2023.

Tackling

Minds earns

King’s Award

for its work

Fishing and mental health

charity Tackling Minds, which

was behind the UK’s first NHS

scheme to prescribe angling

for anxiety and depression, has

been honoured by King Charles.

The honorary ATA member

won the King’s Award for

Voluntary Service – the business

equivalent of an MBE – for its

work over the past five years.

Tackling Minds was founded

by Dave Lyosn back in November

2020 after fishing helped him

with his own recovery from years

of anxiety and alcohol addiction.

He said: “I’m just ecstatic! I feel

very, very proud of the group

and all our volunteers. Now

I’m thinking, ‘what to aim for

next?’ This feels like the highest

accolade we could have hoped

for. I’m absolutely thrilled!”

With support from some

of the trade and funding from

the National Lottery, Rochdale

Council and the Angling Trust,

Tackling Minds, the not-for-profit

group provides regular fishing

sessions with qualified angling

coaches trained to work with

people in vulnerable situations,

as well as support workers.

Among those sending

him congratulations were TV

celebrities Bob Mortimer and

Paul Whitehouse, who have

championed the scheme since

Dave appeared on their Gone

Fishing show.

He is dedicating the award to

Tackling Minds’ late ambassador

Ricky Hatton, who lost his life to

suicide last September.

Dave explained: “Ricky

helped me in my worst times

in 2020. He gave me so much

encouragement and we became

friends. He worked so hard to

support others with their mental

health. I just know how proud

he would have been of me, the

family and the group.”


FEATURE

ICAST

REGISTRATION OPENS FOR

“THE GREATEST TACKLE

SHOW ON EARTH”

The time is now to secure early bird access to the best

networking event in sportfishing, ICAST 2026, which is set

to take place in Orlando, Florida, from July 15th to 17th.

Registration for ICAST 2026 is

officially open, and word is already

moving like a tide change over the

seas of the sportfishing industry.

Each year, thousands of industry

professionals travel to Orlando to create new

business opportunities at a sprawling trade

show that spans 44,000 sq m of show floor –

more than six football pitches.

Stepping onto that show floor for the first

time can feel surreal. Trade show booths in

every conceivable shape and size reach out

towards the corners of the Orange County

Convention Center. They bear the logos

of world-famous brands, conservation

organisations and startup companies alike. And

inside each booth, new business opportunities

await.

Halco global sales and account manager Tim

Carter, who makes a 24-hour round trip from

his base in Freemantle, Australia to Florida

each year, said: “Over the years, we have added

a number of countries to our worldwide reach

as a result of ICAST.”

For 18 years, Carter has kept coming back to

ICAST to keep growing his business. “There

is no doubt that ICAST has given Halco the

ability to spread its reach globally, as the

attendance list of dealers attending the show is

not restricted solely to visitors from the United

States.”

Over the years, Carter says his company has

created business opportunities ranging from

Mexico to Panama, Chile and others by forging

new connections at ICAST.

Where the industry comes together

According to the American Sportfishing

Association – the US trade association that

hosts the show – ICAST 2025 welcomed more

than 13,000 attendees from 75 countries. And,

while the expansive trade show floor is the

star of the show, ASA has built ICAST into

a weeklong event that delivers networking

opportunities in the outdoors as well.

While show doors open on Wednesday July

15th, ICAST week truly begins two days earlier

on Monday.

That’s when a slate of outdoor events like

the Lunkers & Bunkers Golf Scramble, ICAST

Cup bass fishing tournament and ICAST On

the Water Demo Day kickoff.

“People leave their laptops in the hotel for

the first few days,” said Bassmaster Magazine

senior writer Joe Sills, a 13-year veteran of the

show.

“What’s nice about that is you see retailers,

dealers and media members out on the water

fishing or riding together in a golf cart. By the

time the show floor opens, the people who

flew in early have generally already made

connections that pay off throughout the week.”

Costa Rican National Sportfishing

Federation director of projects and strategy,

Henry Marin, noted: “There are so many

partners and allies here. We have visited ICAST

every year for the past five years, and every

single year we meet somebody that wants to

help us and wants to take things to another

level.”

A world class host city

Orlando may be famous for the castles and

rollercoasters of Disney World and Universal

Studios but the city hosts more than 70 million

tourists each year.

For anglers, it is a perfect home base to

explore some of the best fishing in North

America. An acclaimed tarpon run coincides

with ICAST on the Gulf Coast. Big game

species like marlin and bluefin tuna await on

the Atlantic seaboard and some of the biggest

largemouth bass in the world lurk in central

Florida lakes within a short drive of Orlando.

Non-stop flights connect Orlando

International Airport (MCO) to major hubs

in both Europe and the Americas, while Asia,

Africa and Oceania transit generally requires

just one connection.

The newly opened Brightline offers

high-speed rail connections to Orlando from

Miami International Airport and 200 more

destinations worldwide.

To reserve your spot at ICAST 2026, visit

ICASTFishing.org.


FEATURE

GRUNDÉNS

GRUNDÉNS EXPANDS TECHNICAL WADING SYSTEM WITH

ROCK ARMOR BOOT

Grundéns continues to strengthen its technical fishing

offering with the introduction of the Rock Armor Wading

Boot, the brand’s most protective and premium wading

boot to date.

Designed as part of a deliberately

concise and well-structured wading

system, Rock Armor completes a

footwear range that allows anglers

– and retailers – to easily understand product

positioning and progression.

At the heart of the Rock Armor Wading

Boot is a focus on protection without excessive

weight or bulk. A moulded, wear-resistant

Rock Armor shield protects the foot from stone

bruising and abrasion when navigating rocky

riverbeds and rough terrain, while maintaining

a low-profile feel underfoot. This construction

delivers confidence and stability without

compromising comfort during long days

of wading.

The boot features a durable, quick-drying

synthetic upper paired with a comfortable

lining, ensuring fast drying between uses and

consistent comfort throughout the season.

An ease-of-entry gusset system allows

the boot to be slipped on and off effortlessly,

even when worn with neoprene stockingfoot

waders. Corrosion-resistant hook-and-lace

hardware provides a secure, dependable fit that

stands up to repeated exposure to freshwater

environments.

Getting to grips

Underfoot, Rock Armor is finished with a

high-grip gum rubber outsole, delivering

reliable traction across wet rock, gravel and

mixed substrates. A reinforced rubber

sidewall wrap protects high-wear

zones, increasing durability and

extending product life – a key

consideration for serious

anglers and guides.

Rock Armor sits at the top of

Grundéns’ streamlined wading

boot offering, which includes three

boots with clearly differentiated performance

levels. This footwear range complements a

focused wading apparel collection consisting

of three waders and two wading jackets, each

designed with a distinct purpose.

The wader range includes models with and

without waterproof zips, allowing anglers to

choose between maximum convenience and

streamlined simplicity depending on their

fishing style, climate and budget.

Worth stocking

For tackle store owners, this clarity delivers real

commercial benefits. A tightly edited range with

clear step-up options makes it easier for staff

to explain differences, guide customers to the

right solution and confidently upsell complete

systems.

With boots, waders and jackets designed to

work together, retailers can present Grundéns

as a cohesive technical wading brand rather than

a collection of standalone products.

The Rock Armor Wading Boot reinforces

Grundéns’ commitment to durable, functional

design and strengthens a system that is easy to

stock, easy to sell and easy for anglers to trust –

making it a compelling addition to the premium

wading category for the upcoming season.

eu.grundens.com


TIFORGED AIR

DELIVERS

LIGHTWEIGHT, MODERN, STAINLESS-STEEL

GUIDE TRAINS, READY FOR THE FIGHT.

TIFORGED AIR

SPINNING GUIDES

Performance and style for

premium, lightweight

spinning rods

TIFORGED AIR

DOUBLE FOOT GUIDES

Lightweight, flexible strength for

maximum performance

TIFORGED AIR

RUNNING GUIDES

Complete your TiForged Air spinning

or casting guide train with

precision-engineered running guides

TIFORGED AIR HIGH

FRAME GUIDES

Elevated ring height &

snagless design, reducing

tangles and maximizing

casting efficiency

TIFORGED AIR GUIDES

With slim-profile, snagless frames and hardened

stainless-steel rings, TiForged Air guides offer sleek,

lightweight designs with the durability to handle the

harshest conditions and the most powerful fish.

SALES@FOG-USA.COM

FEATURE

TACKLING MARINE MAMMAL PREDATION

IN THE PACIFIC NORTHWEST

The US Pacific Northwest fisheries rely on salmon and steelhead. But protected sea

lions and other mammals take huge quantities of these fish. The American Sportfishing

Association looks at what fishery managers can do to protect their livelihoods.

ASA COLUMN

spring Chinook run in a single season in the

Columbia River.

This leaves us with a conundrum – what do

you do when one federally protected species

is thwarting the recovery of another federally

protected species?

Salmon and steelhead are the lifeblood

of the Pacific Northwest. They are

revered by Native American tribes,

sought after by anglers around the

world and support a robust recreational fishing

economy in California, Oregon, Washington

and Alaska (and in Canada, too).

As salmon return to their home rivers to

spawn and ultimately die, their decomposing

bodies provide critical nutrients for the

region’s iconic flora and fauna.

As cities and industry grew, massive

hydropower dams were built to provide

power to the Pacific Northwest. In addition

to keeping the lights on, these dams also

created physical barriers for returning salmon

and steelhead to reach their home rivers and

created inhospitable conditions for juvenile

fish heading out to sea.

To mitigate the harmful effects of dams

and development, federal, state, tribal

governments, as well as the sportfishing

industry and anglers, have invested heavily in

salmon recovery through habitat restoration,

hatchery modernisation, harvest reform and

hydropower mitigation.

Despite these investments, one major factor

continues to erode those gains: pinniped

predation on salmon and steelhead.

Pinniped problems

Pinnipeds, the scientific name for seals, sea

lions and walruses, are protected under the

Marine Mammal Protection Act (MMPA),

and their recovery since the 1990s should

be heralded as one of America’s greatest

conservation success stories. In fact, they’ve

recovered so well that studies show sea

lion stocks are at or above their optimum

population levels.

Nearly absent in the Columbia River at the

turn of the century, California and stellar sea

lions now number in the tens of thousands.

As a result of this recovery, pinnipeds are

consuming huge quantities of endangered

salmon – as much as 40 per cent of the

Damming behaviour

While pinniped predation of salmonids is not

new, the migration of these large predators to

upriver sites such as Bonneville Dam is, and

studies have shown that the use of dams for

predation is a learned behaviour among sea

lion populations.

Although some management tools exist,

such as relocation and lethal removal of

individually identifiable “nuisance” pinnipeds,

the MMPA still prevents meaningful action in

many areas where predation is most acute.

At a recent Congressional hearing, Larry

Phillips, Pacific Fisheries Policy Director

for the American Sportfishing Association,

provided recommendations to further

support salmon and steelhead recovery

and address the ongoing threat of pinniped

predation:

• Create a streamlined pathway for

managing predatory pinnipeds.

• Extend management authority to

predation hot spots.

• Provide dedicated federal funding to

support monitoring, removals, and ongoing

scientific analysis.

• Extend MMPA management authority

to Washington’s treaty tribes and work

collaboratively with Oregon’s tribal

governments.

• Make meaningful investments in habitat,

hatcheries, hydropower mitigation and

harvest reforms.

www.asafishing.org


FEATURE

THE EVOLUTION OF A FREE,

PRIVACY-FIRST FISHING

Fishing has never been short on technology. Weather apps, mapping tools, sonar, social

platforms, booking sites – modern anglers have more data available to them than ever

before. Yet for many, the experience has become noisier, not clearer.

That was the starting point for Catch.

Launched in the UK and now

expanding rapidly across the United

States, Catch positions itself not as

another social network or marketplace but as

a free, privacy-first fishing utility – designed to

help anglers plan better trips, learn from every

session and improve over time without giving

away their data or burning their spots.

In a US market where anglers span

everything from tournament bass fishermen

to weekend shoreline anglers, that positioning

matters.

Built for how anglers fish

At its core, Catch is built around what anglers

already do – before, during and after a trip.

Anglers use Catch to:

• Plan sessions using integrated weather, water

and location data

• Log catches quickly and accurately

• Record session notes while fishing

• Build private visual maps of productive areas

• Review patterns over time to understand

what actually works

Crucially, all of this is private by default.

Nothing is shared unless the angler chooses

to share it. There are no algorithmic feeds

pushing content, no pressure to post, and no

requirement to trade personal fishing data for

access.

For many US anglers – particularly those

wary of “spot burning” – that alone is a

meaningful differentiator.

Collecting and making sense of data

Where Catch is now evolving is in what

happens after the data is collected. Logging

catches is useful. Learning from them is what

makes anglers better.


CATCH

That insight has led to the development of

Finley, Catch’s conversational fishing assistant –

a feature designed to help anglers interpret their

own fishing history, conditions and decisions in

plain language.

Rather than replacing experience, Finley is

designed to support it.

Anglers can ask questions like:

• Why didn’t this session produce bites?

• What conditions usually work best for this

species?

• How should I adjust my approach next time?

• What tactics make sense given today’s weather

and location?

The intent is not to overwhelm anglers with

information, but to help them connect the dots

between conditions, decisions, and outcomes.

A conversation not content feed

Finley is deliberately positioned as a

conversational tool rather than a broadcast

channel. It responds when anglers ask, rather

than pushing advice unprompted.

That design choice reflects a wider

philosophy behind Catch: fishing is personal,

situational,and learned over time. Technology

should support that process – not dominate it.

Importantly, Finley operates within the

same privacy-first framework as the rest of the

app. Conversations are tied to the angler’s own

data and preferences, not to public visibility or

engagement metrics.

For anglers, that means guidance without

exposure.

For the platform, it creates a very different

kind of interaction point.

Why this matters

From a trade perspective, Finley represents

something new. Historically, digital engagement

in fishing has been built around advertising,

sponsorships and visibility. Brands and services

compete for attention in feeds, videos and

influencer content.

Catch is taking a different route.

By sitting at the moment when anglers are

actively thinking – planning trips, reflecting on

sessions, asking questions – Catch creates an

environment where relevance matters more

than reach.

When an angler asks a genuine question

about tactics, timing or preparation, that

conversation already contains intent. That

opens the door to more meaningful, utilitydriven

discovery – provided it’s done carefully

and responsibly.

Catch has been clear that any future industry

involvement must respect:

• Angler privacy and choice

• Contextual relevance over promotion

• Utility before monetisation

The goal is not advertising inside

conversations but supporting anglers with

better answers.

Collaboration not interruption

As Catch continues to grow across the US, it

is beginning conversations with parts of the

industry interested in working with anglers

rather than marketing at them.

That includes:

• Tackle and bait brands focused on education

and application

• Guides and charter operators providing local

expertise

• Venues and fisheries supporting trip planning

and access

• Regional partners aligned with conservation

and participation

The emphasis is on long-term value: helping

anglers fish better, stay engaged and enjoy the

sport more deeply.

In an industry increasingly focused on

retention as much as recruitment, that

distinction matters.

Built by anglers. Shaped by use.

Catch’s expansion into the US is grounded in

a simple observation: anglers don’t need more

noise. They need better tools.

By combining private logging, intelligent

planning, and conversational support in a

free app, Catch is positioning itself as a quiet

but powerful utility – one that adapts to how

anglers actually fish, rather than how platforms

want them to behave.

Finley, landing soon, is a natural extension of

that philosophy.

For anglers, it’s about learning faster and

fishing smarter.

For the trade, it’s a glimpse at a more

thoughtful way to engage.

Catch – free, private and built for anglers.

And, increasingly, a platform the industry will

want to understand.

For partnership enquiries:

hello@gocatch.fish www.gocatch.fish/usa


FEATURE

JAPANESE PERFORMANCE

FOR EUROPEAN ANGLERS

Shimano JDM (Japanese Domestic Market) tackle has been developed and

manufactured specifically for the Japanese market. But, for European anglers, these

premium products are highly sought after by those wanting the very best money can buy.

SHIMANO

Developed to the specific needs of

Japanese anglers, who often have

high expectations for precision,

sensitivity and durability, Shimano

JDM products are renowned for their advanced

technologies, craftsmanship and premium

materials, offering an elite performance level

not always found in rods developed for other

markets.

For European anglers, acquiring Shimano

JDM rods opens the door to some of the most

cutting-edge equipment in the world, designed

to excel in the precise, technique-heavy

approach favoured by Japanese anglers.

Whether you’re targeting black bass, perch,

zander, asp or pike in European freshwater

environments, JDM rods like the Poison

Adrena, Zodias and Expride offer unmatched

performance.

Taking advantage

While fishing techniques between Japan and

Europe may differ, the precision and quality

of Shimano JDM rods provide undeniable

advantages for European anglers. Many

freshwater anglers in Europe, especially those

targeting predator species like pike, zander and

perch, can benefit from the features of JDM

rods.

These rods offer increased sensitivity for

subtle strikes, which is especially useful for

species like perch or zander, which often strike

lightly or nibble at bait. This responsiveness

is critical when jigging or finesse fishing in

European lakes and rivers.

Premium materials such as high-end

carbon fibre and advanced composites provide

a balance of lightness and strength. When

casting for hours on end, especially in pursuit

of aggressive species like black bass or asp, this

translates to reduced fatigue while maintaining

strength and power to fight larger fish.

European freshwater environments can be

challenging, thanks to weed beds, submerged

tree and varying depths. JDM rods excel due to

their precise control and fast action, allowing

you to cast accurately and work your bait

effectively through complex terrain.

In pursuit of innovation

Shimano’s reputation in the JDM market

comes from its relentless pursuit of innovative

rod technology.

Hi-Power X technology reinforces the rod

blank with a carbon tape wrapped diagonally in

an X pattern.

This minimises blank twisting, which leads

to greater casting accuracy and control; crucial

when predator fishing in tight spaces or windy

conditions.

Targeting powerful species like black bass

or asp can often put intense strain on your rod,

especially during aggressive strikes and fights.

Spiral X Core technology strengthens the

blank from the inside out, enhancing both its

rigidity and resilience. Whether you’re working

a crankbait through submerged obstacles or

handling a hefty fish at the end of your line,

Spiral X Core ensures the rod maintains its

strength without adding unnecessary weight,

ideal when fishing rocky riverbeds or deep

lakes, where rod and lure control is critical.

One of the standout features in Shimano’s

JDM rod lineup, including models like the

Poison Adrena, is the full Carbon Monocoque

Grip. This revolutionary grip design replaces

traditional EVA foam or cork handles with

hollow carbon, drastically reducing weight

while increasing sensitivity. When jigging for

zander or drop-shotting for perch, feeling the

slightest vibration or bottom contact is essential

to improving your hook-up rate. Meanwhile,

for serious anglers who spend hours on the

water, comfort and performance are essential.

Shimano’s CI4+ reel seats offer a lightweight,

ergonomic design that reduces strain during

long casting sessions. The material is very

durable and ensures longevity in demanding

freshwater environments.

Transfer of power

Shimano doesn’t limit its cutting-edge JDM

technologies to the Japanese market alone.

Many of the innovations found in JDM rods,

such as Hi-Power X and Spiral X Core, have

been incorporated into products specifically

designed for European anglers, like the

Shinamo Yasei LTD and Lesath Sea Trout,

offering the same advanced performance

characteristics – such as superior casting

accuracy, lightweight strength and heightened

sensitivity – but tailored for European fishing

conditions.

fish.shimano.com


Gikou – Japanese Concept of Craftmanship

Meticulous execution and realization of a masterpiece by relentless pursuit of perfection.

SHIMANO’s Japanese Domestic Models (JDM) are exclusive rods sculpted in the highest Japanese standards.

Immerse yourself in the artistry of precision fishing and discover the ultimate in rod accuracy. Meticulously crafted and designed in Japan,

they capture the essence of rod perfection, blending the finest Japanese craftsmanship with advanced carbon technology.

SHIMANO JDM rods combine innovative features and exclusive components with elegant designs to enhance your angling experience,

going above and beyond the ordinary. Each rod reflects SHIMANO’s heritage and commitment to pushing the boundaries of

innovation, establishing new benchmarks in performance, sensitivity and reliability.

Find out more

FEATURE

HOW FISHBITES DELIVERS PROVEN

PERFORMANCE ACROSS THE GLOBE

Wherever you are in the world and whatever species and conditions you are up against,

one thing remains consistent… the pulling power of Fishbites’ baits, which have been

catching fish for a quarter of a century.

Fishing changes depending on

where you are in the world. Tides,

water clarity, species, pressure and

conditions vary dramatically from

region to region.

What works on a pressured beach in Florida

may not succeed on a reef in Australia or a

rocky coastline in Chile.

And yet, Fishbites’ performance remains

universal… for over 25 years!

Across continents and fisheries, anglers rely

on the same fundamentals: scent, durability

and confidence. When those elements come

together, location becomes less important

than execution. That universal truth has

guided Fishbites from the beginning.

Fishbites CEO Terry Dillinger explained:

“Fish don’t know borders. They respond to

scent, durability and presentation. If you get

those right, the product travels.”

That’s how Fishbites has built a global

reputation.

Making the right decisions

From the beginning, Fishbites focused on

fundamentals that matter everywhere:

controlled scent release, durability on

the hook and reliability across changing

conditions.

Instead of relying on fresh bait availability,

temperature control or fragile handling,

Fishbites offers a consistent product that

performs whether you’re fishing warm tropical

waters or cold, pressured shorelines.

That consistency is why Fishbites and

Fishbites Fight Club Lures have gained

traction well beyond the original market.

Performance that translates

In North America, Fishbites has become

a trusted solution for anglers targeting

everything from pompano, redfish, fluke and

trout to offshore predators like cobia, snapper

and mahi.

Its ability to stay on the hook through

repeated strikes has made it a staple in fisheries

where durability matters as much as scent.

Anglers in South Africa have embraced

Fishbites for its reliability and ease of use. Shelf

stability and clean handling appeal not only to

anglers but also to retailers navigating limited

space and regulations.

In Australia and New Zealand, it has

proven effective across diverse saltwater

environments. From estuaries to open

coastlines, anglers demand baits that perform

in changing tides and conditions, and Fishbites

get the job done.

Across South America and Mexico,

Fishbites continues to gain momentum

as anglers seek dependable alternatives to

traditional bait options that can be difficult to

source or maintain.

Scott Jones, head of sales at Fishbites,

added: “When we hear the same feedback

from anglers on opposite sides of the world,

we know we’ve built something real. That

consistency is everything.”

Global success

This global effectiveness isn’t accidental. It’s

built into the product.

Controlled scent dispersion allows Fishbites

to create a consistent attractant trail rather

than an instant release that fades quickly.

This makes it effective in both high-current

environments and calmer waters.

Its durable structure keeps bait on the hook

longer, reducing the need for constant rebaiting,

which is an advantage in any fishery,

anywhere in the world. Most importantly,

Fishbites removes challenging variables. No

refrigeration. No spoilage. No dependency

on local bait availability. Anglers know what

they’re getting every time they open a pack.

That reliability builds confidence… and

confidence is universal.

An obvious choice

For retailers, global performance translates

directly into business value. Products that

work in multiple regions reduce complexity,

shelf-stable bait simplifies logistics and strong

brand recognition helps drive demand.

As international travel, online content and

global fishing media continue to grow, anglers

are exposed to techniques and products from

around the world. They want products that

are proven beyond their local waters. Fishbites

meets that expectation.


FISHBITES

Retailers stocking Fishbites aren’t just

offering a local solution; they’re offering a

globally trusted one. That global credibility

translates into confidence for the angler buying

it and the retailer stocking it.

What sets Fishbites apart is not that it

claims to be perfect for every fishery but that it

consistently delivers across them. It simplifies

inventory while expanding opportunity.

That makes it an ideal fit for:

• Retailers serving diverse species

• Shops catering to traveling anglers

• Markets where traditional bait is inconsistent

or unavailable

Fishbites offers a wide variety of baits, from

freshwater to saltwater, so no matter what

species are being targeted or where, Fishbites

has a bait for that.

Terry continued: “Our goal has always

been simple. Make bait that anglers trust and

retailers can rely on.”

That consistency has also shaped how

Fishbites approaches growth. Rather than

chasing short-term trends, the brand focuses

on long-term performance that holds up

anywhere fishing happens.

That mindset has allowed it to scale

without losing its core advantage: reliability.

As new markets emerge and fishing evolves,

the product remains grounded in the same

fundamentals that made it successful

worldwide.

Fishing may differ around the globe but

the fundamentals never change: fish respond

to scent, durability matters and confidence

catches fish.

Fishbites has earned its reputation not

through hype but through performance;

tested daily across continents, conditions and

fisheries for over 25 years.

To become a distributor or dealer, contact

Fishbites via email or visit the website for more

information.

captscott@fishbites.com

fishbites.com


FEATURE

RAPALA

HAND-TUNED AND TANK-TESTED -

THE RAPALA

WAY

For 90 years, Rapala has

built its reputation on a

simple, uncompromising

belief: a lure isn’t finished

until it swims right. Not

“close enough.” Not “within

spec.” Just... Right.

That mindset began in the early 1930s

on Finland’s Lake Päijänne, where a

subsistence fisherman named Lauri

Rapala (pictured, right) studied

predators the way others study weather.

Night after night, he watched how big fish

fed and he noticed a pattern that would change

sportfishing forever. Predators didn’t chase the

strongest baitfish. They attacked the one that

looked vulnerable, the one that rolled, wobbled

and drifted off-line like it was injured.

Lauri set out to recreate that trigger

artificially. With a blunt cobbler’s knife, he

carved a fish-shaped body from cork and

worked the design until it moved the way he’d

seen in the water: not perfectly straight, but

alive with small imperfections.

To mimic scales, he wrapped the body in

shiny candy paper. Then came the challenge

of sealing it. Lacquer was too expensive, so

he improvised with what he had, melting

photographic film to create a protective coating.

It was a hard-earned solution, arrived at

through trial, failure, adjustment and more

trial. But, when it finally came together, he had

created something new: a floating wobbler

that swam freely and carried its own woundedbaitfish

action.

A legend is born

The lure worked almost too well. Lauri’s catches

turned into stories... and the stories turned

into demand. Fishermen wanted the same

advantage, the same bite trigger, the same

unpredictable wobble.

What began as a practical tool for feeding a

family became the prototype for a category that

would go on to dominate waters around the

world.

As Rapala grew from a family operation into a

global name, one detail never changed: how the

lure was finished.

From the earliest days, Lauri tested every

single wobbler by hand, because he knew the

truth every serious angler learns sooner or

later – two lures that look identical can swim

completely differently. And, in the world of

wobblers, swimming is everything.

That is the Rapala way and still is to this day.

Every wobbler is hand-tuned and tank-tested

before it’s packaged. Each one is adjusted until

it runs true and delivers the wounded-minnow

action that made the brand famous in the first

place.

It is not the fastest way to make fishing tackle.

It is, however, the only way to make a Rapala.

Ninety years on, Rapala wobblers are fished

in waters across the globe but the core promise

remains unchanged: every lure must earn its

name in the water, by hand, in a tank, one at

a time.

rapalavmc.com


SPOTLIGHT

SPOTLIGHT ON

RODS

Fishing rods are the quintessential tool of angling, forming

the backbone of recreational and professional fishing

activities worldwide. It’s a massive market… so how do

you ensure you get your share?

From simple bamboo poles used for

centuries to high-technology carbon

fibre instruments today, fishing rods

have evolved significantly in design,

materials, performance and market demand.

Essentially, a fishing rod is a long, flexible

pole designed to support a fishing line, lure or

bait, and hook while providing leverage to cast,

control and retrieve fish.

Rods vary widely in length, weight, action

(flexibility), and configuration, depending on

the target species, environment (freshwater

versus saltwater, and fishing technique.

Basic components include the blank (the rod

shaft), guides (rings that control the line), handle

or grip, reel seat and tip section. Materials range

from traditional bamboo to modern composites

including graphite, fibreglass and hybrid blends.

Rod types

The fishing rod category encompasses several

major types, each tailored to specific angling

methods.

Spinning

Spinning rods are the most widely used

category due to their ease of use, versatility and

suitability for casting lightweight lures. They

accommodate spinning reels mounted beneath

the rod and are popular among beginners and

experienced anglers alike.

Sustained demand for spinning rods

reflects broad participation in everyday fishing

activities.

Casting

Casting rods pair with baitcasting or

conventional reels and are favoured for precision

and power, especially in bass fishing and

situations requiring controlled lure placement.

These rods often appeal to recreational

and competitive anglers seeking enhanced

performance.

Fly Fishing

Designed for fly line casting techniques, fly

rods are typically long and flexible, delivering

delicate presentations ideal for trout, salmon

and freshwater streams. Fly fishing continues

to grow as both a sport and tourism draw in

regions with rich river systems.

Specialist models

Additional categories include surf rods for

shoreline casting, ice fishing rods for frozen

lakes and telescoping rods for portability. Each

niche addresses specific environments and

angling traditions.

Materials and design innovations

The transition from natural materials to

engineered composites has transformed

fishing rod performance. Today, the market is

dominated by:

• Carbon Fibre: High strength-to-weight

ratio, superior sensitivity and responsiveness

make carbon fibre the preferred choice for

many modern rods, particularly in premium

segments.

• Fibreglass: Durable and affordable,

fibreglass rods remain popular among beginners

and for heavy-duty applications.

• Hybrid Composites: Combining graphite

and fibreglass, hybrid rods seek to balance

lightness, strength and durability.

• Sustainable Materials: Increasing

environmental awareness has revived interest

in natural and recyclable materials for specialty

rods, though their share remains modest.

Innovation now extends into ergonomics,

customisable reel seats and grips, corrosionresistant

components for saltwater use and even

early-generation “smart rods” with built-in

sensors for performance analytics.

Industry drivers

While fishing rods are utilitarian tools, their

appeal is deeply tied to lifestyle and cultural

practices. Recreational fishing serves as both a

leisure activity and a social pastime, attracting

individuals and families seeking outdoor

engagement.

Participation in fishing festivals, tournaments,

and angling clubs contributes to sustained

interest and product diversity.

Youth and urban populations increasingly

engage in “micro-fishing” – using light, portable

rods on canals, ponds and urban waterways,

fuelling demand for compact and affordable

gear.

The global market

The fishing rod market is a dynamic global

industry shaped by recreational participation,

material and product innovation, distribution

channels and regional consumer patterns.

Although estimates of market size differ

by research source, several consistent themes

emerge: sustained growth, diverse regional

drivers, and segmentation by product type and

application.


RODS

Analysts forecast the global fishing rod

market to expand steadily over the next

decade. One industry estimate places the

market at approximately $993 million in 2025,

with projections of more than $1.7 billion

by 2035, representing a compound annual

growth rate (CAGR) of around 5.7 per cent.

Another report projects the market to

grow from about $1.25 billion in 2024 to

approximately $1.77 billion by 2030 at a

CAGR near six per cent.

Differences in absolute values reflect

varying scopes and methodologies among

market research firms, but all sources indicate

consistent expansion driven by recreational

fishing’s popularity and technological

advancement.

Regional variations

The market’s geographic landscape is diverse:

• North America: A mature and significant

market with high participation in recreational

fishing and strong demand for premium and

technically advanced rods.

• Europe: Steady demand supported by

established fishing cultures, with growing

interest in sustainable and lightweight designs.

• Asia-Pacific: One of the fastest growing

regional markets, reflecting rising disposable

incomes, expanding leisure activities and

broad freshwater fishing participation.

• Middle East & Africa: Smaller but

emerging markets driven by coastal sport

fishing and tourism.

Retail channels

Traditional bricks-and-mortar outdoor and

sporting goods retailers remain significant

sales channels, allowing hands-on inspection

and expert guidance.

However, online platforms are gaining

traction, particularly among younger, digitalnative

consumers who value convenience,

choice and price comparison. E-commerce

growth supports broader product accessibility

and niche offerings, expanding reach beyond

established fishing regions.

Leading manufacturers

The global fishing rod industry comprises

numerous established brands with diverse

portfolios. Notable players include Shimano,

Pure Fishing (owner of brands such as Abu

Garcia), Daiwa, St Croix and Okuma, among

others. These companies maintain

extensive distribution networks and

invest in innovation to cater to different

angling skill levels and environments.

Challenges and ppportunities

Key challenges include material cost

pressures, environmental regulations

affecting access to fishing grounds, and

competition from lower-cost imports.

Conversely, opportunities exist in

sustainable material development,

digital engagement through connected

gear and expanded recreational fishing

promotion as a wellness and tourism

activity.

Fishing rods remain essential tools in

the global fishing ecosystem, combining

centuries-old tradition with modern

innovation. The global market reflects

broad participation in fishing as both a

sport and leisure pursuit, supported by

continuous improvements in materials,

design and distribution.

Analysts expect steady growth over

the coming decade as demographic

trends, digital retail and lifestyle shifts

sustain interest in angling across regions.


SHOP WINDOW

REELS

1 SHAKESPEARE

UGLY STIK ELITE

With a refined design that balances

relentless strength and precision

feel, these rods are made for those

who fish hard and never hold back.

At the core of every Elite rod is

Shakespeare’s signature Ugly

Tech construction for exceptional

strength without sacrificing

sensitivity. Each rod is outfitted with

PVD-coated Ugly Tuff one-piece

stainless-steel guides which reduce

line fray.

Premium cork grips provide

comfort and control through long

days on the water, while a 10-

year rod warranty underscores Ugly

Stik’s commitment to building rods

that last.

uglystik.com

2 ST CROIX

GXR BASS COMBO

St. Croix’s GXR Bass combos are

unique in today’s market. Many

experienced anglers shy away from

combos as they sometimes don’t

deliver the performance individually

you might expect.

But these GXRs are different.

They’re premium-quality highperformance

St Croix rods and

smooth and ultra-reliable SEVIIN

reels that are precision-matched...

designed to work together and

be sold together at a price that's

attractive to a lot of anglers.

stcroixrods.com

3 DAIWA

CROSSFIRE LT COMBO

Designed as an affordable and

versatile spinning rod and reel

combo, ideal for beginners or

anglers seeking a reliable backup, it

features a lightweight graphite rod

with cork handles and a Crossfire

LT reel sporting Daiwa’s LT design

concept, making them tough and

light.

The two-piece rods are available

in 6ft, 6ft 6in and 7ft lengths in

medium and medium-light power

with fast actions while the reels

are available in sizes from 2000

to 4000, combining to make an

attractive and well-priced offering.

daiwa.us

4 ABU GARCIA

VENDETTA

Updated and better than ever,

these deliver a continued tradition

of advanced design and precision

performance at a great value to

anglers. The new lineup offers

versatility and performance across

a wide range of setups. Anglers can

select from a variety of spinning and

casting rod models using 30-ton

lightweight graphite blanks with

a Robotically Optimised Casting

System (ROCS) or opt for Vendetta

combos paired with Max SX reels –

delivering smooth, accurate casts,

reliable control and lasting durability.

abugarcia.com


New Products 2026

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CYCLONE NIPPERS

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CARBON FIBER

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Rubber

Tubing on

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We’ve taken our 9 most popular

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and beautiful instruments

have a built-in half hitch tool!

Dubbing Rake

Ideal for micro flies,

#18 - #24

HOLSTER

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BY DR. SLICK

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with hook eye cleaner/knot detangler

E-KTL

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FEATURE

NGT TAKES A BITE OUT OF

THE ALARM MARKET

UK-based Sporting Wholesale has earned a reputation for quality fishing tackle at

competitive prices. Its wireless bite alarms boast a wealth of high-end features that

your customers will love.

The bite alarm market is extremely

competitive but supplier Sporting

Wholesale and its NGT brand have

taken a chunk of it for themselves and

believe their range is sure to encourage more

retailers to take the brand onboard.

Each boasts multifunctional settings,

allowing anglers to choose how they get their

bite indication, alongside a string of cool ideas

to ensure they don’t let you down on the bank

at that critical moment.

Feature-packed

First up are the XT3 wireless alarms, which

offer blue, red and green LEDs, adjustable

sensitivity, volume and tone controls plus

a dropback function, vibration mode and

20-second latching LEDs on both the alarms

and the receiver unit.

There is also a night light function, low

battery warning and a cool rolling code

function, which helps you avoid interference

from other anglers’ alarms when you’re on the

bank.

There’s even an output jack for illuminated

indicators.

Another neat idea is the anti-theft feature.

This means the receiver will sound if any alarm

is turned off before the receiver unit.

Boasting a whopping 400m range,

the alarms are made with a stormresistant

construction.

Each alarm requires a 9v battery and the

receiver requires 3 x AAA batteries (not

included). NGT has also included a lanyard for

the receiver so you can keep it with you at all

times.

A ‘pro’ approach

Meanwhile, the GTS Pro wireless alarms

incorporate blue, green and purple LEDs,

tone and volume control, micro-adjustable

sensitivity plus 20-second latching LEDs on

both the alarms and the receiver.

Once again, there is a low

battery warning, the rolling code

function to avoid interference

from other alarms and an

output jack for anyone using

illuminated indicators.

The GTS Pro uses a

waterproof and impactresistant

construction and

provides a range of between

100m to 150m. Another neat

feature is the memory function,

which means all settings are

stored when switched off,

maximising your time on the bank

and reducing set up hassle.



included) plus there’s a lanyard for the receiver

unit.

Dynamic and wireless

The Dynamic MK2 bite alarm set provides

great versatility, allowing the angler to choose

their ideal settings while also including black

snag bars, ABS receivers stand and alarm

covers.

They offer seven multicoloured LEDs,

micro-adjustable sensitivity, volume and tone

control, vibration mode, night light functions

and a low battery warning.

These alarms boast both the rolling

code function – avoiding interference

from other alarms – and the anti-theft

feature, where the receiver will sound if any

alarm is turned off before the receiver unit

itself.

With a waterproof and impact

resistant construction, output jack for

illuminated indicators and a range of 100m

to 150m, these fit the bill nicely for anyone

looking for the complete package.



included).

www.sportingwholesale.com

SPORTING WHOLESALE


NEW PRECISION XTREME

AIR BOSS

Ace in the sky. Designed as the multi-species powerhouse, the Precision Xtreme Airboss comes packed with features that

make it the go-to hardbait for almost any freshwater circumstance. When casting, the internal tungsten weights of the MaxCast

system kick into action, allowing for bullet-like casts even in headwinds. And when in water, the Precision Xtreme Airboss swims

with an enticing wobble on steady retrieves — and jerks from side to side when twitched. The suspending action helps you stay in

the strike zone, while the tough wire-through construction ensures the lure holds its own against any freshwater predator.

Available in 14 fish-catching colors, this lure is for the angler

who demands the best, accept nothing less.

BUSINESS

DOING BUSINESS WITH…

SCANDINAVIA

Scandinavia has one of the most deeply rooted fishing cultures in the world,

spanning everything from ancient coastal fisheries to modern recreational

angling. The region’s abundant freshwater lakes, extensive coastline, strong

outdoor traditions and big brands anchor a thriving tackle industry.

While different

sources group

different

countries into

the region of Scandinavia, for the

purposes of this feature we will

focus specifically on Denmark,

Sweden and Norway.

Styles and techniques

Scandinavia’s geographic

diversity drives a range of fishing

styles, each with specific tackle

requirements.

On the freshwater side, expect

pike, perch, zander and trout

on lures or bait fishing in lakes

and rivers with fly anglers also

targeting salmon and sea trout

in the rivers, where wilderness

destinations and guided trips

are popular. In Norway and

Denmark, in particular, extensive

coastlines provide opportunities

for sea angling from shore,

piers and boats targeting cod,

mackerel and sea trout while

coastal archipelagos, particularly

on Sweden’s east coast and in

Norway’s fjords, are popular for

mixed marine catches.

Trolling from boats for salmon,

trout or deep-water species

requires specialist tackle including

downriggers, strong rods and

advanced reel systems.

Ice fishing is a key Nordic

pastime when lakes freeze,

particularly in inland Sweden,

with specialised ice rods, tip-ups

and shelters while one emerging

trend is urban or street fishing,

especially where waterways

intersect city landscapes, bringing

new anglers into the sport as a

result.

Key species

The tackle business in

Scandinavia is closely tied to

species that define recreational

and semi-commercial fishing

preferences.

Atlantic salmon: Highly prized

for sport fishing, especially in

river systems across Norway and

Sweden.

Sea trout: A staple of coastal

and river anglers, generating

demand for specialised fly and

lure tackle.

Atlantic cod: A major marine

target, both recreationally and

commercially, influencing

demand for heavier tackle suited

to saltwater environments.

Pike and perch: Freshwater

predators that attract lure and fly

fishers, contributing to popularity

of spinning rods and artificial

lures.

Zander (pike-perch):

Particularly in larger lakes,

these are sought after by lure

anglers due to their fighting

characteristics.

Mackerel and mixed saltwater

species: Seasonal runs of mackerel

drive coastal rod-and-reel tackle

sales, particularly lighter spinning

gear.

These species shape product

demand – from lightweight

freshwater rods to heavy saltwater

gear, as well as lines, hooks, lures,

baits and electronics – all core

components of the regional tackle

market.


ECONOMY

FOCUS

GDP

Denmark – $449.9 billion

Sweden – $620.3 billion

Norway – $504.2 billion

SCANDINAVIA

The retail landscape

Traditional tackle shops remain

central to the Scandinavian

market, particularly in

communities with high angling

participation. These shops

often serve as local hubs for

gear, advice and community

networking.

Large sporting goods retailers

stock extensive fishing gear

ranges, leveraging economies

of scale to offer both entry-level

and premium tackle.

E-commerce has gained a

substantial share of tackle sales,

thanks to a broader product

selection, the ability to compare

specifications and prices as well

as access to international brands

which may not necessarily be

stocked locally.

Especially amid postpandemic

shifts in consumer

behaviour, online retail plays an

increasingly vital role in revenue

growth and product innovation

adoption.

Rules and policy

The fishing tackle industry

does not operate in isolation

– it intersects with fisheries

management, regulation, and

conservation efforts:

• Recreational and

commercial fisheries

management in Scandinavia

balances stock sustainability,

habitat protection and angler

access.

• Trade associations like

Dansk Lystfiskeri and Svensk

Sportfiskehandel actively

Denmark

Top export partners:

Germany, Sweden, Netherlands, USA, Norway

Top import partners:

Germany, Sweden, Netherlands, China, Norway

Sweden


Germany, Norway, USA, Denmark, Netherlands


Germany, Netherlands, Norway, Denmark, China

Norway


UK, Germany, Netherlands, Sweden, Poland

FACT FILE

Capitals:

Denmark – Copenhagen

Sweden – Stockholm

Norway – Oslo

Populations (2025):

Denmark – 6,001,008

Sweden – 10,610,485

Norway – 5,601,049


Germany, Sweden, China, UK, USA

Official languages:

Danish, Swedish, Norwegian

Currencies:

Denmark – Danish krone DKK

Sweden – Swedish krona SEK

Norway – Norwegian krone NOK


BUSINESS

advocate for sustainable policies,

recognising that healthy fish

stocks are foundational to tackle

demand.

• Environmental trends

– including concerns

about overfishing, habitat

degradation, climate change

and EPR (extended producer

responsibility) – influence both

angling participation and gear

preferences, for example demand

for eco-friendly tackle and

sustainable materials.

DENMARK

Boasting a wide array of

fishing opportunities – from

its extensive coastline for sea

and deep sea fishing to many

freshwater rivers, streams and

lakes – fishing here encompasses

everything from lure or float

tactics during long summer

evenings to ice fishing in winter.

Although it’s the smallest

country of the three, the fishing

industry in Denmark is huge.

Try deep sea fishing in the

Jutland peninsula for monster

cod and lingcod, Atlantic

mackerel, pollock and flatfish,

head to the Skjern River to fly

fish or spin for Atlantic salmon,

while you’ll find sea trout and

grayling in many waters.

Freshwater lakes can throw

up good-sized zander at

Skanderborg or tackle Damhus

Lake with lures for monster pike

and perch.

Denmark also has a history

of coarse angling for bream and

roach, particularly with UK

anglers, with many big-money

matches and fishing holidays

made the most of these lakes.

The tackle retail market

is largely dominated by

independent retailers, with some

of the biggest in the capital,

Copenhagen, including Jagt &

Fiskerimagasinet, dating back

to 1921, or head further out to

Sport Dres and Hvidovre Sport,

offering large floorspaces, clean

layouts and, of course, an online

presence too.

Outside of Copenhagen, two

other notable retailers are Go

Fishing in Odense and Korsholm

on the western coast near Jylland.

Big-name tackle firms in

Denmark include Fairpoint

Outdoors – encompassing the

Westin and Kinetic brands – hook

supplier Ahrex, fly firm A Jensen,

newcomer Nordic Fieldsport,

Hansen, clothing specialist

Geoff Anderson and distributor

Catch Partners among others,

while it is also the European and

EMEA headquarters of eyewear

specialist Wiley X.

The industry is well served

by the Danish fishing tackle

association, Dansk Lystfiskeri.

Figures suggest that there are

around 450,000 Danish anglers

served by about 160 tackle shops

while the recreational fishing

tackle market is worth more

than $350m.

SWEDEN

Salmon and sea trout fishing is

hugely popular in Sweden, thanks

to its vast coastline, countless

rivers and around 100,000 lakes,

many of which also hold great

stocks of char and grayling, not to

mention pike and pike-perch as

you head further south.

While the warmer months see

anglers targeting Atlantic and

Baltic salmon in the fast-moving

rivers, along with brown and

rainbow trout, there is also good

lure fishing while the winter

months bring great conditions for

ice fishing for big pike, zander

and perch.

There are some key

players in Sweden, including

SöderSportfiske (South

Sportfishing), with a wide range

of tackle available under its own

brands and many major names via

its Fishline e-commerce platform

in Sweden and now its Sportfish

Tackle sites covering not just

Scandinavia but Germany, The

Netherlands, France and Finland.

Other manufacturers here

include the giant Fladen Fishing,

wader and clothing maker

Grundens and Danielsson fly

reels, while the world-famous Abu

Garcia name was also born

in Sweden.


evident across Scandinavia.

Declines in certain fish stocks

and habitat pressures risk

reducing angler engagement and

recreational catches.

Aging populations and

urbanisation may also change

participation patterns, requiring

industry adaptation to attract

younger anglers.

As sustainability standards

evolve, tackle manufacturers and

retailers must align products with

environmental expectations.

Often this will involve working

closely with local tackle trade

associations and the wider

European Fishing Tackle Trade

Association (EFTTA), of which

both Dansk Lystfiskeri and

Svensk Sportfiskehandel are

members.

At the same time, the trade

can be boosted by improving

innovation and technology, such

as the growth in fish finders, GPS

technologies and performance

materials, which can open new

segments within the industry.

Fishing tourism – including

guided trips and wilderness

experiences – is also a key driver

of demand for high-end gear

and coordinated retail services

while digital platforms enhance

accessibility for niche products

and specialty brands.

SCANDINAVIA

The industry is overseen by

Svensk Sportfiskehandel, the

trade’s own association which

brings together key distributors to

protect the market.

According to Svensk

Sportfiskehandel, every year

around 3 million people pick up

a rod in Sweden, with around

900,000 fishing regularly (more

than 20 times a year) while more

than 400,00 consider sport

fishing as their main leisure

activity. The organisation also

says around 80 per cent of young

people up to 16-years-old are

interested in fishing.

NORWAY

The coastline of Norway is longer

than the equator and its seas are

brimming with record-sized cod,

salmon and halibut, making it

popular with locals and tourists

alike.

The coastline is dotted with

villages where fishing is still

an important part of the local

lifestyle, catching sea trout,

halibut, salmon, haddock, plaice,

mackerel, monkfish, ling, staithe

and more. Ice fishing is not so

widespread in Norway since

the coastline and fjords here do

not freeze up during the winter

season. There are, however,

still thousands of lakes located

throughout the mainland that

do completely freeze over in the

winter, making them prime ice

fishing venues.

Around 80,000 anglers target

Atlantic salmon and sea-run

brown trout and char, spending

around €125million on their

sport.

One of the biggest and oldest

outdoor groups in Norway is

the Norwegian Association of

Hunters and Anglers. Founded

way back in 1871, it boasts more

than 110,000 members and

includes over 550 local and 18

country organisations. It employs

80 people across the country,

with the aim of securing the

same opportunities for future

generations to have access to

“the meaning of life,” nature

and the chance to harvest from a

sustainable natural resource.

Fly brand Guideline was

born in Norway although it

has expanded into Sweden and

further afield over the years, as

was relative newcomer to the

fly rod, reel and line market

ArcticSilver, but perhaps the

best-known name here is O

Mustad & Son, the global hook

manufacturer.

Demographics and trends

Angling participation rates

in Scandinavia are among

the highest in industrialised

countries thanks to a compelling

combination of tradition, access

to water bodies and supportive

policies on public access rights.

Participation spans both marine

and freshwater environments,

with activities from shore fishing

and boat angling to remote

wilderness excursions.

Despite a perception of

declining participation in some

Nordic nations over decades,

post-Covid trends suggest

renewed interest, particularly

among younger anglers and

women, although overall

participation may stabilise rather

than grow rapidly.

Challenges and

opportunities

There is no doubt that

environmental pressures are

Conclusion

The fishing tackle business in

Scandinavia reflects a confluence

of cultural heritage, strong

recreational participation, and

dynamic market evolution. While

precise figures vary by country

and data availability, the region’s

tackle market demonstrates

steady growth, underpinned by

millions of engaged anglers and

robust demand for specialised

gear.

Key industry players like

Mustad and Fairpoint Outdoors

highlight Scandinavia’s role

as both a regional market and

a global contributor to tackle

innovation.

Participation rates that rank

among the world’s highest,

coupled with diverse fishing

styles from freshwater to coastal

marine environments, sustain the

sector’s relevance and economic

value.

Looking forward, the tackle

industry in Scandinavia is

positioned to benefit from further

technological innovations,

enriched angling experiences

and sustained outdoor living

trends – provided it navigates

environmental and regulatory

challenges with adaptability and

strategic foresight.

WWW.TACKLETRADEWORLD.COM

37

FEATURE

CHINA BIHAI

FISHING EXPO 2026

ESSENTIAL PREVIEW

China Bihai Fishing Expo

Column Vol. 9

H

osted by the China Bihai Fishing

Expo (CBFE), aims to showcase

high-quality Chinese fishing

tackle products, promoting

Chinese brands to fishing enthusiasts

worldwide and highlighting the unique

charm of the Bihai Fishing Expo as the

world’s largest fishing tackle exhibition.

Over the past 35 years, the expo has

successfully held 70 editions. Since moving

to Tianjin in 2013, it has maintained an

exhibition area of over 100,000 sq m. It has

witnessed the rise and growth of the Chinese

fishing tackle industry, representing the

highest standards and latest achievements

in Chinese fishing tackle design and

manufacturing.

The expo serves as a “barometer” of

the Chinese fishing tackle industry’s

development and has become an annual

gathering for Chinese and global brands,

businesses of all sizes and fishing enthusiasts

to connect, collaborate and celebrate.

Organising committee : +86 010-62071529

Fax: + 86 010-82259813

Email: china@bjbhdj.cn

Website: www.bhdjz.com

Address: No. 9 Linmen, Deshengmen East Binhe Road,

Xicheng District, Beijing

WeChat Official Account: bh-62071529

Following previous coverage of

the exhibition’s scale and floor

plans, we now turn our focus to

the heart of the event: the official

programme itself.

Scheduled for March 6th to 9th at the

National Convention and Exhibition Center

(Tianjin), the China Bihai Fishing Expo is not

merely a trading hub but a vibrant epicentre

for the global angling community, blending

business matchmaking with a deep celebration

of fishing culture.

Strategic schedule for industry

professionals

To ensure a seamless experience, the organisers

have structured a rigorous schedule for the

China Bihai Fishing Expo. The event kicks off

with a dedicated build-up phase on March 4th

and 5th, allowing exhibitors to perfect their

displays.

The exhibition officially opens its doors from

March 6th to 9th, with trading hours daily from

9am to 4.30pm (concluding at 2pm on the

final day).

Buyers are encouraged to visit the Service

Centre upon arrival for pre-registration and to

collect exclusive event materials and gifts.

Innovation and interaction

This year’s expo is defined by its “Exhibition

+ Live Demonstration” philosophy, primarily

concentrated in Halls S9 and S16 with themed

zones.

The journey begins in Hall S9, the hub for

cutting-edge technology and high-profile

launches. The Central Stage will host the

prestigious Opening Ceremony and the 2026

Best New Product Awards on the morning of

March 6th, spotlighting the innovations set to

define the market this year.

Adjacent to the stage, the Lure Tank will

serve as a dynamic arena where professional

anglers demonstrate the real-world

performance of the latest gear through live

displays.

In Hall S16, the focus shifts to specialised

techniques and cultural heritage. The Micro

Fishing Zone and European-style Carp Fishing

Zone offer a deep dive into niche markets,

featuring brand showcases, competitive

matches and interactive have-a-go sessions.

These areas are designed to foster the growth

of diverse angling disciplines within the

Chinese market.

Complementing the technical displays is the

Angling Culture & Heritage Zone, also in Hall

S16. This curated space elevates the sport to

an art form, featuring Gyotaku (fish rubbing)

galleries, educational biology seminars and

demonstrations of the meticulous craft of

handmade rod building.

A vision for the future

The China Bihai Fishing Expo remains

a premier bellwether for the industry. By

combining a high-efficiency trade platform

with immersive cultural experiences, it offers

an unparalleled window into future trends. All

global stakeholders and enthusiasts are invited

to Tianjin to witness the vitality and innovation

of China’s angling sector firsthand.


CHINA

ARCHERY MEETS ANGLING:

THE BOWFISHING WAVE AT ATA2026

Standing in the bustling halls of

the Indiana Convention Center

this January, I felt a familiar

pulse, yet one with a distinctly

modern rhythm. As an entrepreneur

who has spent decades navigating the

global fishing tackle supply chain, I came

to the 2026 ATA Show (Archery Trade

Association) in Indianapolis not just as

a visitor but as an observer of a tectonic

shift in the outdoor industry.

This year’s show was a masterpiece of

strategic integration. The ATA introduced

a relay format that seamlessly bridged the

professional and the public.

We began with two days of exclusive

B2B trade (January 7th and 8th ), followed

by the debut of the Archery & Bowhunting

Supershow (Jan 9th and 10th) for the public,

and concluded with the high-octane Rushmore

Rumble tournament (Jan 9th to 11th).

Spanning over 566,000 sq ft (approx. 52,600

sq m), the event hosted over 500 exhibitors

and drew a record-breaking crowd of 15,000

attendees.

For a businessman, the energy was palpable –

the 150ft (45m) shooting lanes were perpetually

occupied, turning technical discussions into

immediate on-site sales From my perspective in

the fishing industry, the “bowfishing” segment

was where the true technological synergy

occurred. This is no longer a niche hobby; it is a

high-tech discipline.

American giants like AMS Bowfishing

showcased the new MegaMouth reel with

optimised gear ratios and tangle-free guards,

while Barnett pushed the envelope with the

Hyper Raptor T-Rex, a heavy-duty crossbow

hitting a blistering 440 FPS (approx. 134.1 m/s).

To witness these tools in action – designed to

penetrate deep waters and combat the massive

Asian Carp – is to see the pinnacle of modern

hunting engineering.

Synergy at its best

However, the most profound observation was

the “Sino-American Synergy”. Nearly 30 per

cent of the booths featured Chinese enterprises.

But this wasn’t the OEM-only landscape

of 10 years ago. We are witnessing the rise of

premium Chinese branding. Sanlida Archery’s

flagship Hero X11 compound bow, with its

85 per cent let-off, is a game-changer for

bowfishers who need to hold their aim on a

boat for extended periods.

Topoint showcased a revolutionary camtuning

system that allows for field adjustments

without a bow press – a critical innovation for

those using heavy-duty fishing arrows.

Meanwhile, firms like Linkboy are

dominating the consumables market with solid

carbon fibre shafts that provide unmatched

stability in murky waters.

The 2026 New Product Launch Awards

further validated this global shift. While

Specialty Archery’s Stack It Peep took the

overall Best in Show, and Bowtech’s Alliance

won Best New Bow, the presence of “created

in China” was felt in every sub-category.

Chinese firms swept multiple “best value” and

“innovative accessory” honours, particularly in

laser-ranging optics.

As I fly back, I am convinced the boundary

between fishing and archery is blurring and

Chinese ingenuity is no longer just the world’s

factory – it is now the world’s laboratory.


w

FEATURE

CHINA FISHING

AT VFGE 2025

In early December 2025, the Vietnam

Fishing Gear Expo (VFGE) took

place in Ho Chi Minh City, where a

notable contingent of fishing tackle

manufacturers from China utilised this

three-day event to explore the local

Vietnamese market and connect with

regional distributors.

Held at the Queen Plaza Kỳ Hòa venue, the

exhibition served as a modest regional platform

for trade. The majority of the exhibitors

consisted of Chinese manufacturers, including

prominent groups such as Hubei Loonva

Fishing Tackle Group, who ued the space to

demonstrate their products to local traders. This

participation reflects a tactical effort by Chinese

suppliers to test local demand and adapt to the

increasing popularity of recreational angling in

Vietnam.

manufacturers to engage with regional buyers

and evaluate the technical requirements of the

emerging Vietnamese outdoor sector.

Ultimately, VFGE 2025 represents a targeted

approach to international trade for these

industry clusters.

While small in scale compared to major

international fairs, the show allowed Chinese

manufacturers to maintain a direct presence in

Vietnam and pilot more direct sales networks.

This strategic adjustment highlights the

industry’s focus on maintaining visibility in

growing regional markets while navigating

broader global trade shifts.

Practicality and value

The products on display focused primarily on

practical, value-tier tackle suited for specific

regional needs.

This included cost-effective carbon fibre

rods, reels and specialised lures tailored for local

species such as snakehead and barramundi.

For the participants, the event was a practical

step toward diversifying export channels and

building direct business contacts within a

specialised regional market.

Rather than a high-tech global showcase, the

expo provided a functional environment for


CHINA’S NEW

WATERSHED

CHINA

In mid-December 2025, China’s

Ministry of Agriculture and Rural

Affairs confirmed a significant

recovery in Yangtze River biodiversity

following the “Ten-Year Fishing Ban”.

This ecological milestone is now serving as

a critical watershed for the country’s fishing

tackle industry, yet the reality of 2026 suggests

that this transition is an evolutionary process

rather than an overnight shift.

While the success of the ban and the

enforcement of stricter recreational rules

are beginning to dismantle the old “volumeover-quality”

model, the industry is currently

navigating a complex “dual-track” period.

For a sector that has thrived for decades on

unregulated, mass-harvesting styles, the move

toward a more structured, leisure-oriented

sporting culture is met with significant

structural inertia, as the habits of a massive and

diverse consumer base do not change instantly.

Changing habits

As authorities in compliant zones enforce

“one rod, one line, one hook” policies, China’s

massive consumer base – estimated at over

140 million – is gradually adjusting its habits,

but it is essential to recognise that mid-to-lowend

products remain the absolute mainstream.

While the pressure on manufacturers to

meet stricter technical standards is growing,

the vast majority of anglers are still entry-level

or price-sensitive users. This economic reality

dictates that major manufacturing hubs like

Weihai cannot simply abandon their highvolume

models.

Instead, the current trend is one of “refined

volume,” where the industry seeks to maintain

its price competitiveness while slowly moving

away from the “disposable” image of low-end

gear by investing in better material consistency

and tighter manufacturing tolerances. This

shift is manifesting as a form of “industrial

incrementalism” rather than a radical leap

into high-end engineering. For most smallto-medium

enterprises, the path to viability

involves making marginal improvements in

manufacturing processes to align with the

emerging professionalisation of the domestic

market.

By focusing on “high cost-performance”

tools – gear that is affordable yet reliable –

these firms are adapting to the heightened

scrutiny that is making substandard or

commercial-style poaching tools increasingly

difficult to sell.

This slow but steady cleansing of the

industrial ecosystem is providing a stable

testing ground for incremental improvement,

allowing local brands to bridge the gap

between basic utility and professional

performance.

A professional approach

Furthermore, the professionalisation of the

industry is currently characterised by a distinct

cultural stratification between different

demographics.

While the urban middle class and younger

anglers are rapidly adopting lure fishing and its

associated catch-and-release ethics, traditional

bait fishing remains deeply rooted in rural and

township areas.

This creates a fragmented market where

high-performance equipment must coexist

with millions of basic, functional tools.

Consequently, the industry’s transformation

is a localised and multi-tiered journey; while

the success of the Yangtze ban has provided

the resource foundation for a more sustainable

sector, the demand for simple, utilitarian gear

remains the dominant force in the market.

Ultimately, China’s fishing tackle industry

in 2026 stands at a crossroads, embarking on a

marathon of patience rather than a sprint.

The success of the Yangtze ban has provided

the ecological impetus and the legal framework

for change but the journey to universally

challenge the world’s elite brands will be a long

one.

The coming years will be defined by how

well companies can balance the demands of

a professionalising elite with the economic

reality of a mass market that still prioritises

affordability.

This balanced approach ensures that the

industry remains stable as it slowly pivots

toward a future where sustainability and

professional performance eventually become

the global standard.


FEATURE

MUD HOLE

MUD HOLE CUSTOM TACKLE

MARKS 50 YEARS IN FISHING

Foundation Outdoor Group is celebrating the golden

anniversary of Mud Hole Custom Tackle, the world’s

largest distributor of fishing and custom rod building

products and education.

From humble beginnings as a New

Jersey rod building and tackle

shop in 1976, the company moved

to Oviedo, Florida in 1999 and

has since brought the craft of custom rod

building to the masses across the globe.

In celebration of the 50th anniversary,

Mud Hole is releasing its 2026 Rod

Building Catalogue, with two distinct

commemorative covers and a special section

outlining landmark company initiatives over

the past half a century.

In addition, Mud Hole is supporting its

half-century mark through social media

and website content, and a variety of

promotions on its wide selection of fishing

and rod building products.

Custom-er service

Brook Oliva, Foundation Outdoor Group

COO and president, said: “It’s hard to

believe Mud Hole has been in the rod

building and tackle industry for 50 years.

“It has been my privilege to be part of this

organisation for 23 years and to carry the

torch moving forward.

“I am most excited about the return

to our tackle shop roots. Last year we

introduced a wide selection of traditional

tackle from the industry’s top brands

to MudHole.com and to our Oviedo, Florida

retail showroom. While our dedication to

rod building is stronger than ever, coming

full circle with fishing tackle has been a great

strategy for Mud Hole.”

In 2025, Mud Hole expanded its product

portfolio to include reels, line, lures,

terminal tackle, apparel and even fishing

rods and combos from top manufacturers

like AFTCO, Bates, Daiwa, NLBN,

Shimano, St Croix, Z-Man and many more.

With such an impressive lineup of fresh

and saltwater fishing products, the firm

believes it’s easy for anglers and custom rod

builders to get everything they need in one

place at MudHole.com.

Half a century of success

Mud Hole outfits everyone in the global

fishing industry, from the weekend hobbyist

looking for the perfect line and bait to the

largest manufacturers and OEMs building

the fishing rods anglers know and love.

It combines a US-based, 76,000 sq ft

headquarters and distribution centre, an

industry leading website providing the

ultimate shopping experience for anglers

and its well-respected team of expert

customer service representatives, making it

a trusted source for everything you need for

a successful day on the water.

And, with 50 years in the industry and a

dedicated staff of professional rod builders

and angling enthusiasts, it says no other

company in the trade has the expertise and

superior level of customer service to help

guide customers in their fishing experience,

it maintains.

Foundation Outdoor Group kicked off the

celebrations today with an initial two-day

promotion on two of rod building’s most

popular products – 25 per cent off the CRB

PRO G2 Power Wrapper and the CRB PRO

Ultimate Power Wrapper Kit.

mudhole.com


MAKING CONTACT

2

1

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 XBRAID

V12 FLUOROCARBON LEADER

XBRAID V12’s abrasion resistance

is only bested by wire, its

hardness mitigates stretch,

providing the ideal degree of

shock absorption when coupled

with a braided mainline, while its

heightened sensitivity imparts

the maximum amount of feel

through the rod to your hand

alongside. The knot strength is

claimed to be the best on the

market.

daiwa.us

2 GRUNDÉNS

TRANSMIT X JACKET

Delivering premium weather

protection tailored for serious

anglers and engineered with

30K/15K waterproof and

breathable performance, this

jacket stands up to winddriven

rain and unpredictable

conditions without sacrificing

comfort or mobility. It features

internally routed shock cord

hood adjustment, fleece-lined

zip handwarmer pockets and

premium neoprene cuffs.

Thoughtful fishing-focused

details and a reliable waterproof

barrier ensure anglers stay dry

and comfortable in changing

conditions. For retailers, Transmit

X represents a technically

superior outer layer that meets

both performance expectations

and everyday fishing needs.

eu.grundens.com

www.grundens.com

3 DR SLICK

MINI WHIP FINISHER

Small is going big!

Perfectly designed for small

flies (#18-#24) and tight spaces,

this mini whip finisher (WF35-

MINI) boasts a 3.5in long x 1in

wide full rotary head ,not to

mention a built-in half hitch tool.

Made from brass, this is the

quickest way to finish off your

fly and ensure a professional

appearance.

drslick.com


Classifieds

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…

APRIL 2026

Ad Copy: February 20th, 2026

Mailed: March 11th, 2026

Special issue: Saltwater fishing

Spotlight: Lures

Doing Business With: Africa

MAY 2026

Ad Copy: March 20th, 2026

Mailed: April 8th, 2026

Special issue: Inshore fishing

Spotlight: Eyewear

Doing Business With: Pacific NW

JUNE 2026

Ad Copy: April 16th, 2026

Mailed: May 8th, 2026

Special issue: EFTTEX Preview

Spotlight: Bait

Doing Business With: Benelux

To submit news or editorial for

any of these issues, contact:

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

contact our business development team:

EDITOR

JOHN HUNTER

T: + 44 (0)7990 542958

E: john.hunter@artichokehq.com

NORTH AMERICA

BART MANGANIELLO

T: +1 914 722 7601

E: bartalm@optonline.net

REST of WORLD

GUIDO KNEGT

T: +39 347 503 6436

E: guido.knegt@artichokehq.com

Super

Heat Dissipation

Super

Low-Friction

Super

Hardness

Super

Lightness

Tackle Trade World March 2026

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