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In a world where social media gets prioritised and everyone is facing a digital overflow, Grundéns is charging forward with a boots-on-the-ground approach that is turning heads and winning hearts. This is not just a marketing strategy; it is a mission to connect with the fishing community, one show, one mile, and one story at a time.
The journey began with an old pick-up truck and a trailer, a rig that has since racked up over 5,000 gritty kilometres across ten European fishing shows. The Grundéns team took turns behind the wheel, supporting partners and building a community that is increasingly hard to ignore. Customers are noticing, and the brand is proudly making its mark. Every stop brings new faces, new stories and a growing crowd genuinely excited to see the Grundéns team roll in.
While other brands retreat, Grundéns is doubling down on its commitment. They are bringing ‘Cappy Hours’, live music, cold beers and a hang-out vibe that harks back to the good old days of the fishing industry. Its booth isn’t just a stall – it‘s a gathering place where fishing tales flow as freely as the drinks. Consumers sport Grundéns caps with pride, and the brand is winning the fishing market one heart, one cap, one story at a time.
But Grundéns isn‘t stopping at the ten shows in Europe and the 20-odd in North America. The company has declared 2025 its ‘Boots on the Ground’ year, taking its mission to both continents. As one of the fastest-growing apparel brands in fishing and among the oldest suppliers of fishing gear globally, Grundéns is on a trailblazing tour of ten major European shows. From Ireland to Austria, Poland to Denmark, Finland to the UK, Germany, Czech Republic and Sweden, the brand is hitting the road to plant its flag firmly in the European fishing scene. This isn’t just about showing up – it’s about being present where customers live, fish and shop. Trade shows, consumer events, clinics – Grundéns is there, listening to the fishing community, addressing their needs and proving its commitment to becoming a leading fishing brand on the continent.
The response has been overwhelming. At Prague’s For Fishing exhibition and Poland’s Rybomania, Grundéns faced crowds topping 50,000 – eastern European hotbeds of angling passion that left the team floored. Then there was Austria’s Wels Fishing Festival, smaller but packed with hardcore anglers who knew their craft inside out. Every stop has been a revelation. Even in markets where Grundéns is still small, folks have heard of the brand. They know what Grundéns stands for – quality, grit and a love for the game. It is humbling and fuels the brand‘s drive to conquer more European markets.
Back in North America, Grundéns‘ biggest turf, the brand is not letting up either. Currently on a 22-stop consumer tour culminating at ICAST – the world’s largest fishing tackle trade show – Grundéns took home three awards last year and surpassed the $50 million sales mark, solidifying its foothold across the continent. Now, the brand is building on that momentum, show by show.
Why the hustle? Because Grundéns understands the importance of connection. The brand might still be the underdog in some corners, especially in Europe, but that’s why this boots-on-the-ground push matters. Grundéns needs to be out there – presenting its gear, hearing feedback and earning trust. And it’s working.
Next year, Grundéns plans to hit even more shows, expanding the journey up to four continents. That’s Grundéns – not just a brand, but a journey worth joining.
