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Foundation Outdoor Group – owner of brands that include American Tackle and Mudhole Custom Tackle – has acquired Flex Coat Company, the Driftwood, Texas-based rod building supply manufacturer.
The purchase will move all Flex Coat operations to Foundation’s headquarters and worldwide distribution centre in Oviedo, Florida. Foundation Outdoor Group will continue to produce and distribute the popular Flex Coat product line-up, including rod finishes and adhesives, as well as rod building tools and equipment.
“Flex Coat is one of the most recognised brands in rod building and its owner, Roger Seiders, has been a cornerstone in this industry for decades,” said Brook Oliva, Foundation Outdoor Group’s President and COO. “The Flex Coat brand was part of my introduction into rod building as a young man, over 25 years ago, and I consider it a personal privilege to carry the torch for both Roger and Flex Coat’s incredible legacy.
“We’re all excited for the opportunity to grow this iconic brand and are committed to keeping Flex Coat’s spirit of innovation and quality for years to come. We look forward to providing the same amazing, American-made product line and high level of customer service to every single Flex Coat customer, large and small.”
Seiders established Flex Coat in 1977, providing a premium quality rod finish that rod manufacturers and custom builders required. Over the decades, it has expanded its product line and improved its formulas, all of which are manufactured in the United States. Today, Flex Coat products are used by custom rod builders and fishing rod manufacturers throughout the world.
“After almost 50 years of building the Flex Coat business and serving the global rod building community, it was time to retire and spend more time with my family and my passions for hunting and fishing,” Seiders said, “It was imperative for me to find a U.S.-based company that would continue the Flex Coat tradition and maintain our focus on quality and customer service. Foundation Outdoor Group was the obvious choice for Flex Coat.”
Adding Flex Coat to its growing suite of rod building brands, Foundation Outdoor Group maintains its leadership position within the rod building industry and continues to strategically expand its global presence.
Along with ownership of Mud Hole Custom Tackle, the world’s largest supplier of rod building and tackle crafting supplies, American Tackle premium fishing rod components, MHX top-tier rod blanks, Custom Rod Builder (CRB) quality rod building tools and equipment, and ProProducts wide array of superior thread and adhesives, Foundation also maintains exclusive distribution agreements with GAHO premium quality carbon reel seats, and SBM fishing baits and carp fishing accessories.
Through these brands, its headquarters in Florida, and its offices and distribution centres in Europe and Asia, Foundation services a worldwide customer base of fishing rod builders, from the weekend hobbyist to the world’s largest fishing rod manufacturers.
