Texas-based rod maker: ‘We’ve seen a 15% to 20% increase’

There is a growing appetite for US-made tackle amongst American anglers and the Trump tariffs could accelerate that trend, but manufacturers will only be able to take long-term advantage if they can consistently deliver high quality end products.

That’s the view of Trey Kistler (above), the founder and President of KISTLER Fishing, the Texas-based producer of ‘Made in the USA’ hand-crafted fishing rods.

Kistler says: “We’ve absolutely seen a shift. Customers are more aware now of where their products come from. Especially after the COVID-era shortages and tariff increases, anglers are actively choosing American-made rods.

“We’ve seen a 15% to 20% increase in customers telling us they’re buying KISTLER because it’s Made in the USA – and that’s only growing.

“American-made isn’t a fad, it’s a movement. More consumers are asking questions about product origin. They are valuing transparency and ethical sourcing. And they are willing to pay for durability and domestic quality.”

It is an enticing prospect for any domestic manufacturer, but Kistler warns, there can be no cutting of corners. If you are in the States and you are going to capitalise on consumer preferences for US-made products, you need to back up your sales pitches with tackle that surpasses expectations.

Says Kistler: “You can’t think of ‘Made in the USA’ as a label, it’s a promise. At KISTLER, we believe it stands for four things: quality craftsmanship by skilled American workers; job creation in our local communities; ethical sourcing and fair labour practices; and national pride, which means doing things the right way, not the cheapest.

For Kistler, it means that while the Trump tariffs have played their part by turning attention towards domestic suppliers, ultimately they will not be the reason for the success of companies like his. He explains it like this: “We have been competing with mass-produced rods from China or Vietnam, so that means we rely on customer education, not low prices.

“To be labelled ‘Made in the USA’ a product must be all or virtually all made here. That means the rod’s components, labour and assembly must originate in the US, with only minimal foreign parts allowed. At KISTLER, we go to great lengths to meet that standard by sourcing American-made blanks, handles, reel seats and components whenever possible and handcrafting each rod right here in Texas.”

For KISTLER, the downsides are higher costs and a reliance on a restricted number of suppliers. The upsides are customer loyalty and a natural home for its products in the premium category. “We also have more control day to day,” says the boss. “Because we build our rods in-house, we can test, refine and innovate faster than offshore competitors. Plus we have the advantage of offering custom rod builds with shorter turnaround times, something overseas factories can’t match.”

There is a clear way forward, he says, tariffs or no tariffs. “We’ve chosen to build our rods here because it reflects who we are and what we stand for. As long as companies like ours keep innovating, hiring and educating, we believe US manufacturing will keep gaining ground – especially in premium markets like performance fishing gear.”