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St. Croix expands marketing team with Lantz appointment


Prestigious US rod maker St. Croix has expanded its marketing team with the addition of Josh Lantz as Corporate Communications Manager.

Lantz fills the newly-created position after 28 years in fishing industry communications. He has spent the last eight years as Communications Specialist and Group Editor for Traditions Media, working with St. Croix among other top brands in the outdoors industry.

“Today, native storytelling through industry distribution, quality editorial content, direct-to-angler communications and top-tier service to hardworking media partners are critical parts of any successful fishing brand’s overall marketing strategy,” said Lantz.

“Traditions Media has been a pioneer in this area and I’m very grateful for the opportunities I  have been given to work with and learn from this talented team.”

Lantz will work with the St. Croix marketing team led by VP of Marketing, Jesse Simpkins, and said that Simpkins is one of the few people he would have left his previous role for.

“I have great respect for the Schluter family who have owned St. Croix Rod for the past 45 years,” added Lantz. “Its entire leadership team all come from and understand the fishing industry. That’s incredibly rare today.

“It clearly understand that its brand exists for and because of anglers, as does each and every St. Croix team member. In working with St. Croix over the past five years, I’ve seen how its commitment and promise to anglers guides what every person involved with the brand does every day.”

Lantz will be responsible for collaborative and consistent messaging for all brands and businesses in the St. Croix portfolio, including St. Croix Rod, RODGeeks and the St. Croix factory store.

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