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Jan/Feb 2019 • $5.95
Tariffs
& Our
Industry
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See More Jan/Feb 2019
Content
Listings on
Page 8
Deedee Ward, owner of Bait
Bucket tackle shop, Jackson,
GA. (See Retailer Profile
beginning on page 44) Trade Wars
Page 50
New Fishing Line
What’s Inside… Page 57
Start the year off right. A lot of us are better people in January
than we are in July or November. The new year can seem like
a fresh start—full of possibilities and opportunities, if only we
can stay on the right path, eat better, exercise more and
procrastinate less.
Sonar & GPS
You’ll find some good New Year’s resolutions in this issue of
Page 64
Fishing Tackle Retailer, but the fact that you’re reading it right
now (hopefully early in 2019) is a good start. We’re here to help
you keep on top of things and have a better business—this year
and beyond.
And we’re confident that every article in this issue is a step on
that path…if you’ll just take the time to read it. Whether it’s a
column on resolutions or Amazon or a feature on new fishing
line or the tariffs that could change the way we all do business,
there’s something important there…something you can use,
maybe even something that could improve your bottom line.
Tight lines and busy registers! Hard Baits
Page 67
6 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com
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COLUMNS
14 Editor’s Desk—By Ken Duke
Teaching and Tolerance
Jan/Feb 2019 • Vol. 40, No. 1 FEATURES 15 Get the ‘Net—By Joe Sills
Amazon and Digital Advertising
The Industry Data Challenge 22 16 Business Sense—By Robbie Brown
By John Kushnerick
Best Resolutions for 2019
Around the Industry 38 17 Retail Matters—By Dave Kranz
The Crappie Gets an Expo! 41 Summit Hurricane 2018
Digital Decode 42 18 Market Insights—By Ben Scuderi
By Abby Nichols and Joe Sills
Fishing Line
Retailer Profile: Bait Bucket 44 19 FYI—By Rob Southwick
By Nathan Benson
Sportfishing is More Than Play Time
Tools of the Trade: 48 20 Guest Column—By Jimmy Harris
Crappie Outlook 2019 Are We All in This Together?
Trade Wars, Tariffs & Tides 50
By Shannon Farlow
DEPARTMENTS
Tools of the Trade: 54 24 ASA Spotlight
Sunline’s Family Affair 28 Tackle Reports
Here’s Your 2019 Line Up 57 73 Reader Service Index
By Frank Forester
Sell ’Em What to Wear 61
By Hart Stilwell
The Latest in Sonar and GPS 64
MISSION STATEMENT—FTR is a business-to-business publication serving fishing tackle retailers, wholesalers
By H.W. Herbert and manufacturers in the United States for 35 years. We are the acknowledged voice of the sportfishing industry.
Verified by circulation audit, FTR is received and read by at least 95% of all retail and wholesale buyers of
New Hard Baits 67
fishing equipment in the country. Over 12,000 independently owned tackle stores and approximately 20,000
affiliated chain outlets rely on FTR to keep them current on the industry.
Editorially, FTR is tightly focused on topics that help retail store owners and their sales associates make
informed decisions, resulting in selling more fishing equipment to anglers. Regular topics include market
By Bob Lincoln data and trends, new product information, sales training, marketing, merchandising, and business operations.
What differentiates FTR is its unwavering commitment to the needs of sales associates at retail outlets, for
Products in the Marketplace 72
they are the only daily, face-to-face contact with the huge army of anglers that number in the tens of millions.
FTR proudly serves as the “Hotline to the Pipeline” for the sportfishing industry.
Fishing Tackle Retailer, ISSN 8750-1287, is published in January/February, March, April, May/June, July,
What’s Hot Where 84
September/October, and November/December by FTR Media LLC, 42 S. Washington Ave., Second Floor,
Brownsville, TN 38012
Subscriptions free to qualified retailers, wholesalers and other sellers of fishing tackle and related sport-
fishing equipment. $85 annually for foreign subscriptions; $5.95 for a single copy. To subscribe go to
By Nathan Benson fishingtackleretailer.com and click Subscribe. For customer service, call 1-800-625-6397. Customer service is
available from 8am to 5pm central, Monday through Friday.
POSTMASTER: Send address changes to FTR Media LLC., Fishing Tackle Retailer, 42 S Washington Ave.,
Second Floor, Brownsville, TN. 38012 Periodical postage is paid at Brownsville, TN 38012 and additional
mailing offices.
8 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com
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Publishers: Brian Thurston, Carlton Veirs
Managing Editor: Ken Duke
Assistant Editor: Nathan Benson
Digital Editor: Joe Sills
Senior Consultant: Clem Dippel
Columnists: Robbie Brown, Rob Southwick
Circulation: FTR Media, LLC.
Circulation Manager: Zoe Faught,
circulation@fishingtackleretailer.com
Art Director: Craig Robinson
Production Manager: Michael Osburn
Advertising Sales: OMNI Group
2201 SW 152nd Street, Suite 3
Burien, WA 98166
Phone: 206-281-1977, Fax: 206-281-8530
Gary Arnold, 760-567-2880
Email: gary@fishingtackleretailer.com
Trisha Schulz, 206-419-2630
Email: trisha@fishingtackleretailer.com
Brian Thurston, 206-281-1977
Email: brian@fishingtackleretailer.com
Clem Dippel, 715-543-8803
Email: clem@fishingtackleretailer.com
FTR Media, LLC President: Brian Thurston
CIRCLE NUMBER 024 ON READER SERVICE CARD Address Letters To The Editor: Ken Duke,
239 Henley Circle, Davenport, FL 33896
Email: ken@fishingtackleretailer.com
Customer Service Email:
Email: trisha@fishingtackleretailer.com
Fishing Tackle Retailer is published seven times
per year by FTR Media, LLC.
Fishing Tackle Retailer is a registered trademark
of FTR Media, LLC.
Copyright 2019 FTR Media, LLC.
All rights reserved.
Member American
Sportfishing Association
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Editor’s Desk
By Ken Duke
Teaching and Tolerance
I t was 5:50 p.m. According to the sign on the hit me when I first read it. I think it’s valuable Wham! There’s the punch in the face.
tackle shop door, I still had 10 minutes to run in, enough that I want to break it down into its Performance is either taught or tolerated. Not
grab a couple of packs of green pumpkin plastic critical parts. much gray area is there? If you’re providing qual-
worms, and be ready for my trip the next morning. First, “What you see in a business…” ity teaching and training yet bad practices or
But the door was locked! But this really applies to everything you see and behavior persist, it’s because the bad stuff is being
There was a big blue Dodge pickup in the lot, do—your family, your kid’s Little League baseball tolerated.
but I couldn’t see anyone moving around inside team, your homeowner’s association, your fishing In this era of social justice warriors, “tolerance”
the store. I turned around, went back to my truck, club, or even your church. There’s no need or is generally portrayed as a virtue. But I’m old
and started considering other options. requirement that we compartmentalize this nugget school in the way I look at the word. To me, “toler-
That’s when the owner drove up and stopped me. of insight and truth exclusively to business when ance” means putting up with something that’s
“No, we’re not closed yet,” he said, sounding frus- it can help us everywhere and anytime at all. We undesirable—something I shouldn’t have to put
trated. “My son locks up early if there’s no one in can apply it to nearly every aspect of our lives. up with.
the shop…even though I’ve told him not to do that!” Second, “What you see in a business is either When you think about performance in terms of
So, I went in, bought the lures I came for, and what’s being taught…” teaching or tolerance, it puts it in a different light
listened to the proprietor grumble about his assis- How much of what we see in business and life than how we usually see it.
tant/son locking up early. It obviously wasn’t the is attributable to teaching, training, or coaching— It puts the proper emphasis—albeit indirectly
first time. good or bad? When an employee or coworker takes and without actually using the words—on
It reminded me of a great line I read recently. an action or through inaction does nothing, is it “accountability” and “ownership.” We need to
I’ll paraphrase it here: because he or she was taught to do that? If so, is it realize that what we get out of life or business is
What you see in a business is either what’s the best teaching, or is there a better way? nearly always directly related to what we put in.
being taught or what’s being tolerated. We must also remember that teaching comes in Kids consistently acting out? Consider whether
I wanted to share that line with the shop owner. many forms. Sometimes it’s very formal, like in a that behavior has been taught or tolerated.
Maybe I’m sharing it now. I know he subscribes to classroom setting or with a certification process. Employees repeatedly falling short of desired
FTR, even if he doesn’t read this column. Other times it’s very informal. “Do what I do” is standards? Did you teach that or are you enabling
And I hope that line will hit him as hard as it informal teaching, and it takes place in every busi- and reinforcing it by tolerating it?
ness even if those words are never spoken out Either way, it’s on us to fix it. After all, if we
loud. Employees will watch their bosses and copy want something done right—or at all—we need to
their attitudes and behavior if there’s no other take ownership of it. That’s particularly true in
teaching going on. business. And the smaller your business, the more
Teachers and coaches are leaders because they critical it may be.
shape performance. Whether they work formally If you consider yourself a leader in your busi-
or informally, their lessons can be critical. Quality ness, family, or community, you owe it to yourself
teaching leads to quality results. We all know that and others to teach excellence and to stop tolerat-
even if we don’t think of it in those terms. ing what’s undesirable. Recognizing the source
Third, “What you see in a business is either and cause of these outcomes could be the first step
what’s being taught or what’s being tolerated.” in getting better.n
Performance is either taught or tolerated. Not much
gray area is there? If you’re providing quality teaching
and training yet bad practices or behavior persist, it’s
because the bad stuff is being tolerated.
14 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comGet the ‘Net
By Joe Sills (@joesills), Digital Editor
Amazon Wants to Rule the Digital
Advertising Empire
F our percent. That’s the percentage of digital video and display ads are pushed out to Amazon For now, Amazon’s push into the digital ad
ad sales that Amazon owned in November 2018. devices like Kindle and Fire TV, or affiliate websites space comes with an asterisk. And while it’s
Four percent doesn’t sound like a lot; but it’s good like IMDB. currently holding third place and four percent of
enough for third place in the U.S.—right behind Currently pacing at five cents, the business is the market, Google and Facebook combine for a
Google and Facebook. expected to bring in 15 cents of every online ad whopping 61 percent. To climb that mountain,
Third place is good enough for $4.6 billion; and dollar spent by 2020, a prediction that outpaces Amazon will need to upgrade its customer service,
if you’re like many retailers, that amounts to 4.6 both of its American peers. answer questions about conflicts of interest, and
billion more reasons to fear the world’s richest Despite these bold claims, not all current tackle upstart Verizon, which is just beginning to
man, Jeff Bezos. Amazon advertisers seem impressed. Thanks to its tap into a network of some one billion users
In just over a year, Bezos and company dual role as both ad partner and distributor, thanks to a merger with AOL and Yahoo.
managed to double their ad revenue, blowing by Amazon faces conflicting interests when it comes That trio is running under a new moniker,
Verizon Communications and Microsoft en route to ad placement. For instance, Amazon-branded dubbed Oath, and has years of location data
to the bronze medal. The catch? Amazon has direct products currently appear at the top of search powering its own ad network.
data on how digital ads affect purchases. Its results that also feature sponsored ads. Those For retailers, the high stakes game of chess being
competitors cannot offer the same. in-house products also receive placement in other played in Silicon Valley conference rooms and New
The Wall Street Journal recently ran a cover areas of a search, sometimes appearing three or York high-rises amounts to this—more options for
story on Amazon’s rise, dubbing the advertising four times more than the listing of paid advertisers promotions, and more competition for sales.
push “an earthquake whose tremors will be felt by who are reporting results between $2 and $4 per Right now, a smattering of tackle brands are
anyone selling ads; including digital publishers click. That’s on par with Google Ads metrics, but a leveraging Amazon for sales, led by KastKing,
and TV networks.” Big box retailers like Walmart steep price when compared to $1.76 cost per click Pure Fishing, Zebco, Okuma, and Daiwa. Among
and Target are already losing ad sales to Amazon, of Facebook. those players, only KastKing appeared to be
the report said. Amazon advertisers are also reporting a lack of taking advantage of Amazon ads at the time of
What is Amazon selling? For the most part, support from Bezos’s empire when compared to this writing.
they’re selling sponsored product listings strate- the robust ad teams at Google and Facebook. That opens an opportunity for retailers to—you
gically placed in search results. If you search for According to the Journal, that customer service might not like this—become an Amazon seller and
“boots,” then you’re likely to find a number of boils down to this: for large brands, Google can beat the big brands to the punch. It’s an unpopular
sponsored footwear brands with prominent supply up to 10 employees in a support role. opinion, but the fact remains that opening an
positions near the top. According to analysts, some Amazon sends just one, plus an algorithm. Amazon FBA “fulfillment by Amazon” store is one
70 percent of Amazon ads currently fall into that Additionally, Amazon is facing public pushback of the easiest ways to break into eCommerce.
description. In addition, lingering segments of in the wake of its 2018 HQ2 announcement/fiasco Having surveyed thousands of tackle retail
that slated New York and Washington, D.C. as websites, I know that many of you are not even in
locations for its east coast arm, and human rights the game.
questions revolving around its two-day Prime With an overall valuation of $88 billion, the
shipping methods. Small businesses and major digital advertising pie is big. But the U.S. Census
tech websites like Gizmodo are urging customers reported Q3 eCommerce sales in the U.S. at $121
to ditch their Amazon Prime accounts, causing a billion. That’s a much bigger pie. And that’s a pie
buzz around the online retail community. you can eat from, too…if you’ll just pick up a fork.n
For retailers, the high stakes game of chess being
played in Silicon Valley conference rooms and New
York high-rises amounts to this—more options for
promotions, and more competition for sales.
www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 15Business Sense
By Robbie Brown
5 New Year’s Resolutions for 2019
A s New Year’s 2019 approaches, people and underutilize Internet marketing. The consumer lines, you increase your sales market and poten-
business leaders begin to make New Year’s loves the convenience of online shopping and the tially increase sales per customer.
Resolutions—statements of intent to accomplish ease of comparing prices. Make your store promi- If you only sell rods, reels, terminal and fishing
some objective within the coming year. nent and productive on the Internet. Strive to be accessories, you are foregoing all of the potential
It is a good endeavor, but most often these an industry leader rather than just one of the pack. purchases that fishermen make such as shirts,
“personal promises” are not fulfilled, usually Resolution #2: Get rid of all the “inventory pants, shorts, hats, footwear, rain gear, camping
because the pledge is a poor idea, or the game plan bits and pieces” within your store. I’m referring to and cooking items, cutlery, food, drinks, snacks,
for successful implementation is weakly conceived any form of good, sales worthy products whose and wildlife artwork.
or implemented. inventory level is minimal. If the item is a good Other merchandise groups might include marine
The beginning of the year is a good time to seller, then stock it deeply. If an item is weak, then items such as boats, motors, flotation, navigation
recommit oneself to specific goals for the coming clear it out at any price and use that space and equipment, and the plethora of accessories associ-
year. There are five resolutions I think every tackle dollars to display goods that will move quickly and ated with the above. Other possibilities are the
dealer should commit to for 2019. The potential in substantial numbers. addition of ancillary services such as guiding,
profit payback is bountiful! Bits and pieces of inventory have little or no providing instructional classes for fishing, hunting,
Resolution #1: Redesign your entire Internet sales impact. Product moves when the displays outdoor cooking, first aid, map reading, etc.
presence, from a new website to updated merchan- are full, well featured, well signed, and placed in Resolution #4: Join or start a buying group
dise offerings, pricing, fulfillment, promotion, etc. high traffic areas of the store. Think in terms of with similar stores. Belonging to a buying group
Strive to double or triple your Internet sales. looking like Costco as opposed to a five-and-dime such as NBS or Sports, Inc. has many benefits and
If your website is amateurish, have it redesigned store. Think “impact” and stock accordingly. Goods advantages. There is the obvious benefit of aggre-
by a professional, and fill it with product and prices that aren’t moving need to be heavily marked down, gating purchases so as to command better prices.
that will bring in the business. Make strong efforts returned, rotated, or any combination thereof. Volume speaks loudly. Secondarily, by interacting
to increase your customer base and cross-market If you aggressively get rid of your inventory bits with other buying group members, there is a bene-
your store and Internet efforts. and pieces, you will enjoy greater sales, improved ficial exchange of ideas and opinions as to what’s
With online sales jumping annually at double customer counts, improved inventory turn rates, hot and what is trending up or down.
digit increases, you cannot afford to overlook or greater liquidity, and reduced carrying costs, which Belonging to a buying group also offers the
in turn yields greater profits. opportunity to buy or sell inventory to other
Work hard to develop an open-to-buy budget members who need it or want to sell it. Just the
based upon a turn rate objective of four or five exposure to new ideas and methods of operating
annual turns. If successfully implemented, your can be a boon to a retailer.
sales and profits will increase while your average Resolution #5: And the most important
cash balance will increase significantly. resolution is…totally commit yourself to fulfilling
Resolution #3: If your sales are not steadily the first four resolutions. Such declarations come
increasing year over year, change or add to your to fruition only as a result of a well-devised imple-
current merchandise mix. In the absence of new mentation plan and a rock-hard commitment to
items and merchandise categories, your sales make it happen.
potential has a finite limit. By adding new product Happy New Year!n
Belonging to a buying group also offers the opportunity
to buy or sell inventory to other members who need it
or want to sell it. Just the exposure to new ideas and
methods of operating can be a boon to a retailer.
16 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comRetail Matters
By Dave Kranz
Summit Hurricane 2018
F our weeks before the 2018 ASA for free—if they they were. As ideas began flying around the meet-
American Sportfishing Association attend ICAST—was ing room about how to get retailers to join ASA,
Sportfishing Summit kicked off, a passed by the board! my thoughts started to change. How do I get other
hurricane hit the east coast, leaving Wow! As a member- retailers to see the value of an ASA membership?
the Summit organizers wondering ship committee member, How do I get more retailers here? How do I get
if the event would have to be I thought that we—the others to see that time, energy, and dollars are well
moved. Amazingly, our South committee—would spent by attending and contributing? Finally, can
Carolina location was still viable make recommendations I make a difference?
to host the Summit. to the board that would The meeting ended with many great ideas to
Upon this attendee’s arrival, be considered and voted increase retail membership…but hadn’t the board
my taxi driver was stopped a few on during the final board already voted to let every retailer in for free if they
blocks from the resort entry due to meeting on Friday. attend ICAST?
a downed power line. No problem! At some point, the Fast forward to the closing board meeting, and
I would walk down the street to meeting ended…or the guess what the topic of the day was? Retail
the entrance, get checked in, and lights came on…or membership! The free retail membership for
attend the board of directors meeting as planned. maybe “The Twilight Zone” episode just ended. It ICAST attendees was soon erased, and that’s okay.
Not that easy. The wires were hanging over the was then that the theme and focus of the Summit I believe that if it’s free, it has no value. I want it
road close to the resort entry, so I would have to became retailer membership! to be worth paying for!
walk the beach to get past the wires. I finally made Oh, did I mention another hurricane was head- The best news is that there has never been this
it to the gate, called the front desk, and they ing our way? level of concern about getting retailers involved,
informed me that the power was out at the resort The next couple of days were filled with speak- so I am recommending that if you ever thought of
and would be for three hours and that all the resort ers, meetings, great food, and networking with the becoming a member—or were a member and
shuttles were outside the gate stuck in traffic. who’s who of the sportfishing industry. Somehow dropped out—it’s time to take a closer look.
No problem. The attendant at the gate house that was all overshadowed by the storm that was The value of participating in your industry may
gave me directions to the hotel. I walked past the getting closer by the hour. be hard to put a dollar amount on, but none of us
line of cars trying to get out of the resort when a The rain came, the wind blew, and waves looked knows it all. Involvement will help you grow your
woman in a golf cart with three grandchildren to be 10-15 feet tall as they crashed on the beach. business, build industry relationships, and foster
stopped and asked where I was going. When I told But the real storm was the membership commit- new ideas that you may not ever see within the
her, she said, “You need a ride as that’s about a tee meeting! Our focus became retail membership. four walls of your business.
mile away.” As a retailer, many thoughts were going Take this opportunity to have a voice, learn,
I finally got there, left my luggage at the front through my head. Does a free membership have contribute, and be involved. This can only happen
desk, asked for directions to the board meeting, any value? Why am I one of the few retailers here? if we are there to voice our opinions for ourselves
and walked in to a dark room with the meeting Am I wasting my time, energy, and dollars being and fellow retailers. After all, we are the sportfish-
going on. No power meant no air conditioning or here? Can I make a difference? ing industry!
lighting, and it became an episode of “The Twilight I’d never seen 10 board members attend a And don’t forget to listen to the WeFishASA
Zone” when a motion to let retail members join membership committee meeting before, but there podcast.n
The value of participating in your industry may be hard to put a dollar amount
on, but none of us knows it all. Involvement will help you grow your business,
build industry relationships, and foster new ideas that you may not ever see
within the four walls of your business.
www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 17Market Insights
By Ben Scuderi, Research Analyst, Southwick Associates
Fishing Line
L et’s talk fishing line! It’s a product that is
fundamental to the sport of fishing. While it may
not be as sexy as the latest reel or GPS on the
market, fishing line is something that every
angler needs. And that need translates to a whole
lot of sales. In fact, according to Southwick
Associates’ Fishing Equipment Market Size
Report, fishing line accounted for nearly eight
percent of all fishing equipment sales in 2017.
The current retail fishing market includes an
incredible diversity of fishing lines. Gone are the
days when monofilament was the clear choice for
all anglers. Today, braided “superlines” and fluo-
rocarbon are very popular options, in addition to
the traditional monofilament lines. Each of these
line types offers benefits and tradeoffs, including
casting ability, shock strength, visibility, and of
course the price tag. These characteristics make
some line types better suited for certain fishing
activities than others.
Southwick Associates’ Fishing Participation
and Equipment Purchases Reports, powered by a
national online panel of anglers who share infor-
mation with us through AnglerSurvey.com, allow
us to explore the most popular line type for each
major fishing activity in the United States.
Anglers who bought line primarily for use in saltwater habitats have a different preference, And as different types of fishing line emerge and
freshwater generally preferred monofilament, with 47 percent of their line purchases being increase in popularity, it is essential to keep an eye
with mono making up 41 percent of all freshwater “superline” or braid. Fluorocarbon was the top line on customer preferences in one of the most impor-
line purchases. Anglers that mainly fish inshore type associated with offshore saltwater fishing. It tant segments of today’s fishing tackle market.
made up 45 percent of fishing line intended for The amount of information available on the
blue water environments. fishing tackle market is immense, much more
Not all anglers want the same thing, and there than can be shared here. To learn more about the
certainly isn’t one fishing line that is best suited fishing line and tackle market via detailed market
for every day on the water. Being able to under- reports, or to gain custom research to help your
stand the type of line that anglers want on their business grow, please contact Southwick
reel for every occasion allows retailers to stock the Associates at Nancy@SouthwickAssociates.com,
right products, and ultimately make more sales. or visit www.southwickassociates.com.n
Being able to understand the type of line that
anglers want on their reel for every occasion
allows retailers to stock the right products,
and ultimately make more sales.
18 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comFYI
By Rob Southwick
Sportfishing is More Than Play Time
Anglers’ expenditures have a significant impact on the nation’s economy
F or millions of Americans, recreational and other big-ticket items are worth $13.5 billion
Some facts about
fishing is more than just a pleasant getaway; it’s in angler spending, followed by fishing tackle ($7.4
a way of life. As an industry, we provide a living billion), and various auxiliary and miscellaneous recreational fishing:
for hundreds of thousands of people in businesses products and services such as publications and – Recreational fishing is the nation’s
ranging from fishing tackle to boat manufactur- media, licenses, taxidermy, camping gear, and second most popular outdoor
ing, stretching down to trucking and logistics, clothing ($7.2 billion). activity after jogging
professional services, mining, and much more. Substantially more than any other group, – Nearly one in seven Americans
Based on new numbers released by the anglers support the nation’s conservation efforts takes to the water with rod and reel
American Sportfishing Association and produced through the Sport Fish Restoration and Boating in hand each year
by Southwick Associates, the number of anglers Trust Fund Program. The excise tax on fishing gear – Since 2011, freshwater fishing
increased eight percent from 2011 to 2016, while and motorboat fuel channeled more than $600 participation grew 11 percent and
fishing equipment sales grew more than 21 million of anglers’ funds to state fish and wildlife Great Lakes fishing grew 9.5 percent
percent. When anglers’ expenditures exchange conservation and recreation programs in 2016. – Spending for saltwater fishing
hands, their dollars have a significant impact on “Sportfishing has a significant impact on this ($14 billion) is more than twice
our nation’s economy. nation’s economy,” said ASA President Glenn what Americans spent on services
Sportfishing in America: An Economic Force for Hughes. “Just by enjoying a day on the water, men, for their pets ($5.8 billion)
Conservation, available from the “Facts and women, and children across the United States – More Americans fish than play golf
Figures” page at ASAfishing.org, highlights how pump billions of dollars into this country’s economy. (23.8 million) and tennis (18.1 million)
recreational fishing not only endures as an activ- In many ways, America’s anglers are the nation’s combined
ity that benefits all social and economic aspects of most powerful force for conserving our nation’s – If sportfishing were its own
Americans’ lives, but also plays a significant role fisheries and waters, investing more than $1 corporation, it would rank #54 on
in conserving and enhancing fisheries resources billion dollars in fisheries management and the Fortune 500 List
and enhancing the future of our sport. conservation through taxes on fishing equipment – Over twice as many people fished
According to the new study, America’s anglers and state fishing license sales.” in 2016 than attended every NFL
spend $49.8 billion per year in retail sales associ- “Recreational fishing provides numerous bene- game combined
ated with their sport, including tackle, boats and fits to the overall well-being of the U.S.,” said Mike
supplies, travel and fuel, support equipment, and Leonard, ASA’s Vice President of Government recreation sector made up 2.2 percent of U.S. GDP
much more. With a total annual economic impact Affairs. “Policies that support healthy fisheries ($412 billion) and grew faster than the rest of the
of $125 billion, fishing supports more than and angler access are critical to supporting jobs U.S. economy. Now, in government and legislative
800,000 jobs and generates $38 billion in wages and businesses throughout the country.” economic planning and policy discussions, infor-
and $16 billion in federal, state, and local taxes. The new analysis is based on data from the mation on the size and clout of sportfishing will be
Freshwater fishing, not surprisingly, generated 2016 National Survey of Fishing, Hunting and on hand, helping more people understand the need
the greatest impact, with $33 billion in annual Wildlife-Associated Recreation, conducted every for policies and actions that benefit sportfishing
expenditures, followed by saltwater ($14 billion) five years on behalf of the Association of Fish and and clean water, not just for anglers’ sake, but for
and Great Lakes fishing ($2.3 billion). Considering Wildlife Agencies by the Census Bureau and the the well-being of the national economy.n
anglers range from the offshore powerboat driver U.S. Fish and Wildlife Service.
down to a local cane pole dabbler, the average The economic news gets even better. For the
angler spends $1,392 each year on sportfishing, first time ever, the U.S. government has recognized
which roughly equates to $130 per trip. sportfishing and other outdoor recreations as
When it comes to spending, travel related items industries and their contributions to the U.S. econ-
such as boat fuel, food, transportation, and lodging omy. The BEA’s report and statistics (available at
contribute the most to angler spending ($22 billion). https://www.bea.gov/data/special-topics/outdoor-
“Special equipment” such as vehicles, boats, cabins, recreation) found that in 2016, the outdoor
www.fishingtackleretailer.com THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY • FTR 19Guest Column
By Jimmy Harris
Are We All in This Together?
W ell, I got here by opening my big mouth.
Ken Duke, Managing Editor of Fishing Tackle
Retailer, responded to a comment I made online
concerning whether or not some manufacturers in
the fly fishing industry were being intentional
about helping small shops like ours, or were they
only concerned with their own bottom line.
I’m wondering whether or not the current rela-
tionship is sustainable, and are they looking long
term or are they simply tolerating us—indepen-
dent retailers—for the moment in order to bolster
their own foundation.
Before you have a knee-jerk reaction to my
statement and question, I am totally into everyone
making a profit—and hopefully a good one. But is
everyone in the chain making a profit? Are the
small fly shops across the country being squeezed
into making decisions that may never allow them
to make a profit that can sustain the business?
Specifically, I’m thinking of the pre-season I’ll admit, I don’t have a good solution in mind, really want.
orders we have to make if we want a decent but I do think the manufacturers need to realize The cynic in me keeps whispering that they
discount or if we even want product for our shelves that the system is broken. I fully understand that really don’t care how the system affects us. They
in the coming year. manufacturers want to have a solid idea in place know the long-term plan is to go “consumer direct.”
If we purchased $30,000 in pre-season inven- of what they can sell before their facilities start Many have already done this while continuing to
tory in 2018, the only way we get the same terms fabricating product for the coming year. But it also use fly shops to fund their way.
and discounts for the coming year is to increase seems that those manufacturers are trying to shift We’re not going to stop this movement, regard-
our pre-season order by “X” percentage points. I’m all the risk to their customers. less of what we do. But I do think small shops still
sorry, but small destination fly shops just can’t This is a great gig if you can get it, but how play a vital role in the fly fishing industry, and I
expect their sales to grow like this year after year. many businesses can actually operate this way for pray it will be recognized as important to the
We all end up with excess inventory at the end of the long run? In looking at other business cate- sport. For us to continue, there needs to be a seri-
the season, so we have a choice of carrying it over gories across the country, you see things like buyer ous review of how this whole thing works and
to the next year or dumping it at cost or less in an cooperatives which bring people together to whether it’s working in the best interest of all
“End of Season” sale. In the meantime, we’ve had increase their purchasing power. I’m not necessar- involved.n
valuable dollars tied up in too much inventory, and ily suggesting this—just pointing out that the Jimmy Harris, Unicoi Outfitters, Helen, Georgia;
now we lose money on the sale. system they were working under did not treat Gold Level Trout Unlimited Business; 2018 Orvis
This is not a sustainable model for small shops. everyone fairly and that’s all I think any of us Fly Shop of the Year.
We’re not going to stop this movement, regardless of what we do. But I do think small
shops still play a vital role in the fly fishing industry, and I pray it will be recognized as
important to the sport. For us to continue, there needs to be a serious review of how
this whole thing works and whether it’s working in the best interest of all involved.
20 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comCIRCLE NUMBER 027 ON READER SERVICE CARD
Guest Column
By John Kushnerick
The Industry Data Challenge
Does anybody really know what time it is?
D oes anybody really care? category growth? Today we are left with fishing license index
In 1969, the band Chicago Transit Authority Years ago, the American Sportfishing Association data, import data, excise tax data, and a report on
(later known as “Chicago”) asked these simple (ASA) worked on a blind manufacturer survey angler expenditures by category (in retail sales
questions. It reminded me of some simple ques- each month to help with this issue. At the time, I dollars) that is part of the U.S. Fish & Wildlife
tions I have about the tackle business: How big is was on the ASA Data and Statistics committee. Service survey conducted every five years.
our industry? What is my market share? Did the We struggled with voluntary compliance, with Five years! A lot can change in that time.
category/categories I compete in grow this getting large companies to participate, and with Some of you might be using the Southwick
month/year? If so, by how much? Am I keeping getting meaningful data that could provide Report to determine patterns, shares, and angler
pace with my peers? companies with a gauge to judge their monthly data. I’ve used this data for over eight years. It’s
They seem like reasonable performance versus their comprehensive and covers a lot of information
business questions—questions industry category peers. from a panel of anglers that is representative of
I’m sure you’d love to have One large industry the U.S. public. However, since it is from a
answered, but our industry player refused to partici- consumer panel of anglers, it tends to skew “avid”
suffers from a lack of meaningful pate since it managed a in terms of participation. That’s great if you’re
data on those questions. market research depart- selling bait, lures, terminal tackle, electronics, etc.,
As a salesman and marketer ment and wanted to keep but not so good if you represent brands that cater
in the food business years ago, that data internal. Some to the entry-level fishing market.
each month I received data from companies used a legal Rod and reel combos are large sellers for mass
such sources as A.C Nielsen and argument to say that the merchants and big box retailers. They’re sold to
IRI. In the heavily regulated information was privi- less experienced anglers than are specialty baits.
world of firearms and ammuni- leged and would be Thus, the data often underrepresents brands that
tion, you can find the data. In against the wishes of tend to be “entry level.”
Japan, the fishing industry their shareholders. The With the Recreational Boating & Fishing
reports category sales data. In the United States program soon died due to a lack of support. Foundation, we have lots of angler participation
tackle market, however, we do not. As marketers Two years ago, the ASA Data and Statistics data on youth participation, Hispanic participa-
and manufacturers of fishing tackle, we lack an Committee explored the possibility of working tion, perceptions, and other demographic data
independent industry-accepted source of consumer with either of two vendors to help provide ASA useful to any company wanting information on
purchase data. and manufacturers with measurable point of sale our audience and participants.
Some of us are left to guesstimate the size of data. Due to issues of key account and dealer The most recent Data and Statistics committee
the U.S., North American, and global market for coverage, as well as a lack of financial incentive, meeting was held in October at the ASA
our categories. If you have long-time industry both options were shelved. Sportfishing Summit, and the committee has
experience in these markets, trade customers and Some companies track their weekly point of proposed new ideas and potential solutions to this
consumer research, you might be able to use this sale data from all the major retailers to see issue. For the sake of our industry, I hope we can
data in your own internal strategic planning patterns in year-to-year and week-to-week sales. come up with a solution before the next U.S. Fish
efforts. But what if you’re a small company look- However, this only gives a picture of your perform- & Wildlife Service survey is conducted in 2021.
ing for investors? How do you provide credible ance. It fails to capture competitor or category Does anybody know the size of key fishing cate-
data on your market share, category size, and sales data. gories? Does anybody really care? I know I do.n
The most recent Data and Statistics committee meeting was held in October at the
ASA Sportfishing Summit, and the committee has proposed new ideas and poten-
tial solutions to this issue. For the sake of our industry, I hope we can come up with
a solution before the next U.S. Fish & Wildlife Service survey is conducted in 2021.
22 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comCIRCLE NUMBER 035 ON READER SERVICE CARD
24 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com
CIRCLE NUMBER 022 ON READER SERVICE CARD
Tackle Reports
A Band of Anglers Acquires for SpoolTek,” said Walsh. “I’m also
SpoolTek confident that A Band of Anglers
CEO Brian Anderson will bring the
A Band of Anglers, the umbrella brand Dave Justice and I created to
company founded in 2017 by Patrick worldwide exposure and international
Sébile, which owns multiple fishing success.”
tackle brands including Ocean Born, Sébile has admired SpoolTek since
Hyperlastics, and Engage, has its introduction in 2013.
acquired SpoolTek Lures. SpoolTek is “Ever since I was a teenager, I realized
renowned for its patented concealed the importance of lure leverage in
leader technology. losing fish,” said Sébile. “When I saw
The SpoolTek name is derived from the SpoolTek concealed leader tech-
a patented lure design containing a nology, I immediately wished I had
built-in spool that conceals a stainless invented it myself. A Band of Anglers
steel leader inside the lure. When a is thrilled to own this patented tech-
fish strikes and the angler sets the SpoolTek’s leader technology is the nology. We have big plans for it.”
hook, the leader is deployed by product of snook specialist Dave Currently, the SpoolTek Pro Series of
unspooling. This revolutionary design Justice and medical device inventor swimbaits comes in two models—the
provides two distinct advantages: Chris Walsh. They combined their Fatty and the Stretch. The Fatty comes
(1) it allows the angler to use a lighter passion for fishing with innovative in three sizes—4-inch (1/2 ounce), 6-inch
leader (or no leader at all), which allows problem solving to come up with a (1-3/4 ounces), and 6-inch Extra Heavy
for a stealthier approach and helps to system that gives every angler a better (3-3/4 ounces). The Stretch is nine
prevent the line or leader from being chance to hook and land the fish of his inches long and weighs two ounces.
cut by sharp objects and toothy or her dreams…even toothy species Thus, there’s a size and weight for
species; and (2) it creates distance that often leave lines and hearts broken. virtually any freshwater or saltwater
between the hook and the weighted “I’m extremely proud and happy species, and A Band of Anglers will be
lure body, preventing the fish from that one of the world’s most famous introducing even more baits featuring
throwing the hook with a head shake and accomplished anglers and lure SpoolTek technology in the near
by leveraging the weight of the lure. designers (Patrick Sébile, founder of future, both growing the range of
These two advantages result in many A Band of Anglers) will now own and swimbaits and utilizing the patented
more fish hooked and landed. drive future product development technology in other lure designs.
BRP Marine Group Appoints to optimize the company’s network enhancement strategies. He served as
New Director of Network performance. Noble will report directly
to Tracy Crocker, president of the BRP
director of sales with PG&A at Textron
prior to joining BRP Marine Group,
Development Marine Group and senior vice president and has also served in positions of
BRP Marine Group and general manager of Evinrude. progressive leadership and responsi-
recently appointed a “Acquiring an experienced individual bility with both Arctic Cat and Honda
new director of to focus on the training of our sales Motor Co. Noble has a bachelor’s
network development: and dealer development staff, in degree in business marketing from
Dustin Noble. addition to streamlining our internal St. Mary’s University.
Noble will be processes, is vital to building on our “I am excited to join the talented
responsible for managing and defining core customer base,” said Crocker. staff at such iconic product lines,” said
the programs and strategies that will “We are looking forward to capitalizing Noble. “From the top down, every
elevate and expand the BRP Marine on Dustin’s years of applicable experi- person that is part of BRP Marine
Group dealer and distributor network, ence and the new energy he will add Group has the drive to provide the
including the BRP Marine Group to the development of our brands.” best boat buying and on-the-water
channel and network transformation Noble brings nearly 20 years of experience for our customers. I know
strategy. He will also work with experience driving profit and that this will be an opportunity full of
Evinrude, Alumacraft, and Manitou increased market share through potential, and I’m looking forward to
sales leaders to shape the tools for network and dealer optimization, sales both contributing and learning in my
sales and dealer development teams margin growth programs, and brand new role.”
28 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.comCIRCLE NUMBER 016 ON READER SERVICE CARD
Tackle Reports
Z-Man Earns Esteemed Headlining an impressive list of truly reflects the great partnership
President’s Award accomplishments in 2018, between our companies.”
Pitman Creek experienced a “Our President’s Award program
Pitman Creek Wholesale staggering 425-percent increase seeks to recognize those elite suppliers
recently presented Z-Man in sales of Z-Man Fishing that help us succeed in accomplishing
Fishing Products with its Products. Further cementing its our vision of superior customer service
prestigious 2018 President’s recognition among Pitman and being first to market,” said John D.
Award. Announced during Creek partners, Z-Man was Johnson, GM and chief operating
Pitman Creek’s annual fall acknowledged for consistent officer of Pitman Creek. “Distribution
dealer show, the participation in Pitman in the tackle industry is transforming at
President’s Award is Creek programs that add an incredible rate. The relationships
bestowed upon the fish- value to the dealers, as well we have with our supply base means
ing tackle manufacturer that achieves as continuous, exceptional product everything when it comes to providing
the highest levels of excellence in innovation. a strong assortment offering, the
operations and customer experience. “Time has flown by since those first cutting-edge products needed today,
Each year, more than 300 fishing years of working with the folks at and mobility services of tomorrow.
tackle manufacturers are considered Pitman Creek, developing the right Z-Man delivers on these each and
for the coveted award. assortment and the right sales plan to every day.”
“President’s Award recipients help grow their Z-Man business,” said “Both companies have seen
exemplify the very best in all aspects Z-Man national sales manager Glenn explosive growth over the last few
of operations, sales performance, and Young. “To be honest, I was initially years,” said Z-Man president Daniel
partnership,” said James S. Coffey, surprised we won this award. But when Nussbaum. “We believe it’s largely
president and CEO of Pitman Creek. you look at the work and support due to being extremely customer-
“This is an opportunity for us to honor Pitman Creek has put in, and couple focused and investing in marketing,
those suppliers who are truly the best that with our efforts at Z-Man, I probably personnel, and infrastructure in equal
of the best.” shouldn’t be that surprised. The award measure.”
ASA Appoints New look forward to working with him.” tion of science and management
“Given the numerous fisheries where he oversaw the regulatory
Atlantic Fisheries management issues in the region process working with technical
Policy Director affecting important species like committees, industry constituents, and
The American striped bass, summer flounder, legislators to bring comprehensive
Sportfishing menhaden, and black sea bass, management approaches to contro-
Association is pleased the recreational fishing industry versial species such as menhaden and
to announce that needs a strong voice to engage in striped bass.
Michael Waine, most the policymaking process,” said Waine most recently worked as an
recently a Fisheries Management Mike Leonard, ASA’s vice president analyst with NOAA Fisheries where he
Analyst with NOAA Fisheries, has of government affairs. “Mike is well was involved in rulemaking on
joined the ASA staff as Atlantic qualified to serve this role for us, bycatch reporting and helped head a
Fisheries Policy Director. Based in and I’m excited that he’s joining the new initiative on ecosystem-based
Morehead City, N.C., Waine will focus ASA team.” fishery management.
on fisheries policy in the Mid-Atlantic Waine began his career as a “It’s an honor to join ASA’s govern-
and New England regions. research associate, managing an envi- ment affairs team where I can use my
“Mike’s seasoned experience at the ronmental risk assessment for passion for fishing, existing working
state and federal levels adds another exploratory wind farm locations in relationships, and on-the-ground
layer of expertise to our government North Carolina. He then spent five experience to represent the interests
affairs team to help respond to the years working for the Atlantic States of ASA’s membership,” said Waine.
myriad of East Coast fisheries policy Marine Fisheries Commission, where “The sportfishing industry is facing
issues that impact our members and he coordinated the development of many new challenges in the Atlantic
anglers,” said ASA president Glenn fishery management plans for many region, and I look forward to sharing
Hughes. “Mike came highly recom- high profile Atlantic species such as my knowledge and engaging ASA’s
mended to us as an authority on striped bass and menhaden. membership in the fishery manage-
Atlantic fisheries management and we His role placed him at the intersec- ment process.”
30 FTR • THE BUSINESS MAGAZINE OF THE SPORTFISHING AND MARINE INDUSTRY www.fishingtackleretailer.com苏州上花2019年夏季
（国际）渔具展览会
Suzhou Shanghua
Fishing Tackle Exhibition
2019 Summer
The 2019 Summer Suzhou Shanghua Fishing Tackle Exhibition promises international buyers
a whole new experience. By choosing Suzhou as the location for its show, the show will welcome
international visitors to an exciting venue close to the non-stop city of Shanghai, China’s trading
center and its most cosmopolitan metropolis.
The surrounding area is home to the biggest tackle trade centers of southern China,
which opens up whole new supply chains to international traders. Come be part of an exciting
new era in the Chinese tackle trade — and take a chance to transform your business.
cifte.rd@hotmail.com www.cifte.co
CIRCLE NUMBER 032 ON READER SERVICE CARDTackle Reports
Bullet Weights Recognized stressful situations in the course of
with Award for Support of their duty and should not have to
deal with additional worries in the
Guard and Reserve Employees civilian workplace, so we believe it is
Bullet Weights recently received the our duty to stand behind these valued
Above and Beyond Award from the Patriot Award, and who have signed or employees.”
Employer Support of the Guard and agree to sign an ESGR Statement of “The Above and Beyond Award is
Reserve program. Support. presented on behalf of the men and
The Above and Beyond Award is Joe Cook, ESGR area chair and women of the National Guard and
presented by ESGR state committees volunteer, presented the Above and Reserve forces,” Cook said. “It’s a
to recognize employers at the local Beyond Award in November at Bullet pleasure for me to recognize Bullet
level. Recipients have gone above and Weights’ Alda, Nebraska, headquar- Weights once again for outstanding
beyond the legal requirements of the ters. In 2017, Bullet Weights received service and continuing support to the
Uniformed Services Employment and the ESGR Seven Seals Award, and national defense.”
Reemployment Rights Act by provid- company president Joe Crumrine was Headquartered in Alda, Bullet
ing their Guard and Reserve employ- honored with a Patriot Award. Both Weights is a leading manufacturer of
ees additional, non-mandated awards are given to employers for fishing sinkers and accessories. The
benefits such as differential or full pay outstanding support of their employees company offers fishing sinkers made
to offset lost wages, extended health in the Guard and Reserve. of lead, steel, tin, tungsten, and brass.
benefits, and other similar benefits. “We at Bullet Weights appreciate Bullet Weights products are available
The award is given to employers who the service that members of the Guard at fishing tackle retailers, sporting
have had at least one of their supervi- and Reserve give to our country,” goods stores, and sporting goods
sors/managers recognized with a Crumrine said. “They experience departments of mass merchants.
CIRCLE NUMBER 007 ON READER SERVICE CARDTackle Reports
Huk Makes Additions to the apparel business to join us in taking apparel market,” said Perkinson. “Our
Management Team Huk to the next level. Todd, Al, and goal will be to turn that wave of enthu-
Squig are proven pros and we’re happy siasm into sustainable growth by
Huk Performance Fishing announced to place Huk in their hands and to have continuing to fuel our customers’
additions to its management team. them lead our already strong team.” passions for fishing and the outdoors.
Todd Howard, a veteran of the apparel Howard, who has spent the last two Huk is the most exciting young brand in
industry and former senior executive decades managing growth-oriented our industry, and I’m looking forward to
at Global Brands and Tommy Hilfiger, apparel brands, will bring much needed helping it reach its significant potential.”
will serve as president. Al Perkinson, apparel industry disciplines to Huk. Quigley, a surfing and fishing
former brand steward and marketing “Adding best practices in design apparel design innovator and industry
lead for Costa Sunglasses and Simms and sourcing as well as logistics and veteran, will lead Huk’s product design
Fishing Products, will join as executive retail strategy to the exciting Huk from the new Huk design center
vice president and chief marketing brand will ensure that our partners located in San Clemente, California.
officer. And Lawrance “Squig” Quigley, have the opportunity to maximize “I’m stoked to help Huk bring a new
former head of apparel design for their growth and performance with and fresh look to fishing apparel with
Oakley, Local Motion, Rip Curl, and Huk in the rapidly expanding fishing intuitive design, sport-appropriate fit
founder of Fishworks, will serve as space,” said Howard. and performance that blows your
chief of product design. Perkinson, a visionary brand mind,” said Quigley. “I love surfing,
“We believe that Huk is one of the marketer, will lead Huk’s brand fishing, and anything to do with the
most exciting young brands in the marketing and communication. ocean, so becoming the captain of the
outdoor world,” said Edwin Lewis, “The new energy and awareness that design team for one of the fastest
chairman of Huk. “We’re inviting the Huk has created in such a short amount growing brands on the water is a
best, most seasoned professionals in of time is unheard of in the fishing dream come true.”
CIRCLE NUMBER 008 ON READER SERVICE CARDYou can also read
