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Swanson cuts 20-year tie with Rapala to join Rather Outdoors


Zach Swanson has left Rapala VMC Corporation after more than 20 years to join Rather Outdoors, brand owner of Lew’s, Strike King, Zebco, Quantum and Fox, as Senior Vice President of Brand Management.

Swanson, who was Vice President of Sales and General Manager at Rapala and has also been an American Sportfishing Association (ASA) Board Director since 2016, begins his new role on February 1.

“The leadership of Rather has worked tirelessly to build an environment where innovation and progress are celebrated,” he said. “There is a deep history here at Rather that we will continue to draw strength from. But make no mistake, there are exciting days ahead, and anglers who love these brands will want to pay attention.”

Rocky Kalsow, President of North America for Rather Outdoors, described the appointment as “an important step forward” for his brands. “Lew’s has been home to true American innovation since 1949, the same year the very first spincast reel rolled off the production line at a company that would later become known as Zebco. And both Strike King and Quantum have been creating groundbreaking tackle for nearly half a century.”

“Our brands have solidified themselves as legendary names, and they have a rich legacy of being built and guided by true giants of this industry. We continue this tradition by having Zack at the helm.”

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