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Foundation Outdoor Group: ‘We have everything under one roof’


With a seasoned Sales and Marketing organisation boasting more than a century of experience in the sportfishing industry, Foundation Outdoor Group is helping some of the biggest companies across the industry to grow their businesses. 

From distributing the widest array of fishing rod blanks and components to spearheading exciting new fishing rod design projects, the team at Foundation is ready to support you.

In 2023, Foundation Outdoor Group acquired American Tackle and Mud Hole Custom Tackle, becoming the world’s largest supplier of fishing rod components, supplies, equipment and instruction. Combining American Tackle’s high-performance component product line and business-to-business prowess with Mud Hole’s direct-to-consumer leadership in the custom rod building market made for a strategic marriage that is unmatched in rod design and rod building.

Rod building components and products from top brands 

While American Tackle is the leading component brand in its stable, Foundation Outdoor Group boasts a wide selection of brands and products for its customers to choose from. MHX sets the bar for premium fishing rod blanks, specifically engineered for a broad spectrum of applications. CRB and CRB PRO offer durable tools and equipment that custom rod builders across the globe depend on to keep their businesses going and growing. And, ProProducts offers a full family of highest quality rod building threads and adhesives.

Foundation Outdoor Group is also a major distributor for many of the finest fishing rod brands, including AFTCO, CFX, Flex Coat, Fuji, Generation 4, REC, Snake Brand, WINN and Winthrop. The company says: “Foundation has everything you need under one roof. Whether you’re a small, local rod shop or major international fishing rod manufacturer, Foundation is ready to support your customers with the brand names that they demand. And, with offices in North America, Europe and Asia, we can source most products for you as well… and can provide factory-to-factory service and pricing too!”

‘Design is our passion’

Beyond the wide-ranging off-the-shelf product offering, Foundation says it is a leader in the design and manufacturing of components and finished fishing rods as well. “Our experienced team members work closely with major brands to develop ‘from scratch’ products to meet specific needs and applications for their customers. Whether a branded reel seat with particular technical requirements and tolerances or a new line of OEM or private label production fishing rods for targeted species or geographies, Foundation Outdoor Group’s dedicated team has the experience and know-how to help you achieve your product development goals.”

Service never stops

Foundation Outdoor Group clients work with a dedicated senior account specialist, always available to answer questions, provide guidance and navigate the development, sourcing and implementation of their new products. In addition, the Foundation team offers professional marketing services, whether you’re developing a new brand identity, looking for a go-to-market strategy or planning a digital and social media campaign. Foundation has fully integrated sales and marketing experts that are at-the-ready to support your business plans.

To see how Foundation Outdoor Group can help your business grow, call +1 407 706 0321 or +1 800 516 1750, or send an email to sales@foundationoutdoorgroup.com

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