New face behind ICAST: ‘Show not all about products and sales’

There will be a new face behind the world’s largest fishing tackle trade show walking the aisles at ICAST this month.

And it has not taken Kendra Allman long to appreciate the magic of what she has inherited in her new role.

“ICAST is not just about products and sales. It’s about passion, lifestyle, conservation, community and heritage,” she said.

A passionate angler, Allman has joined the ASA – owner of ICAST – as Vice President of Member Services and Business Development following a career working in industry organisations that have covered everything from grocery and drugs stores to most recently working in the waste and recycling industry.

And her initial two months have been a steep learning curve as the 2025 event looms closer. “In recent weeks I have come to see just how vital ICAST is – not just as a trade show, but as a cornerstone of the sportfishing industry. It’s where business gets done, relationships are built, innovation is showcased and the future of the industry takes shape.

“The energy around the show is contagious and it is clear that ICAST is much more than a marketplace – it is a community.”

Allman recognised the importance for the hundreds of exhibitors who pack the Orange County Convention Center every July. “ICAST is where business happens, It’s the one place where the entire sportfishing industry comes together – from manufacturers and retailers to media, conservation organisations and influencers.

“Exhibiting at ICAST gives companies a platform to showcase new products, connect directly with decision makers and build visibility in a way no other event can match – it’s a presence, a statement and a growth opportunity.”

At this year’s show, Allman says her focus is twofold: elevating the attendee experience and supporting exhibitors in creating memorable and engaging booths.

“We want to enhance to overall flow of the show, provide more opportunities for networking and learning and to continue to innovate in how we showcase products and technologies.

“It’s about blending business with excitement and community with commerce.”

Allman says that times are changing and visitors are no longer satisfied with rows of static booths. “Trade shows have become more dynamic and experimental. Visitors want to be engaged, entertained and immersed in an experience. Technology is playing a huge role with booths incorporating virtual reality, augmented reality, interactive displays and hands-on demonstrations.

“At ASA we are encouraging our exhibitors to embrace this shift by creating engaging, welcoming spaces – think comfortable seating, immersive tech and real opportunities for interaction. The goal is to encourage attendees to linger, explore and connect.

“And while digital innovation is key, face-to-face interaction remains at the heart of ICAST. It’s that personal connection that sets the trade show apart and keeps them relevant in an increasingly digital world.”

Allman added: “What makes working at ASA and being part of ICAST so fulfilling is the passion that runs through the industry. Whether you are a lifelong angler or someone who has just discovered the joy of being in the water, there is a shared connection that you do not feel in every field.

“One of my goals is to ensure ASA and ICAST continue to evolve in ways that reflects the passion while supporting the business side of the industry. We want to grow the sport, support our members and welcome the next generation of anglers and industry leaders.

“At the end of the day, if we are helping our members to thrive, introducing people to the joy of fishing and preserving access to our waters, then we are doing something truly meaningful – and I can’t think of a better mission to be part of.”