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Hitting his eighties and wanting to spend more time with his family, Roger Seiders finally decided it was time to put the business world behind him and enjoy his retirement, further pursuing his lifelong passions of fishing and hunting.
As an enduring entrepreneur, the only challenge for Roger was determining what to do with Flex Coat, the company he created in Driftwood, Texas nearly 50 years ago and a staple in the rod building industry.
With its wide range of rod building epoxies, finishes and tools, Flex Coat maintains an extremely loyal following, from weekend rod building hobbyists to some of the largest fishing rod manufacturers in the world.
“Roger was looking for a US-based company that would carry the Flex Coat torch forward with the same focus on quality, innovation and customer service,” said Brook Oliva, President and COO of Foundation Outdoor Group, one of the world’s leading suppliers of rod components
When Roger reached out to Oliva, there was an immediate connection and alignment of goals and ideas. Oliva was already intimately familiar with Flex Coat, having been a customer over 25 years ago when he began building custom rods.
“Flex Coat is one of the most recognised brands in rod building and Roger has been a cornerstone in this industry for decades,” said Oliva. Not only had he used Flex Coat products to build custom rods over the years, he was extremely familiar with its entire product line.
Mud Hole Custom Tackle, Foundation’s primary revenue driver and the world’s largest retailer of fishing rod products, has been selling Flex Coat’s full product line for decades. So, it made sense to bring Flex Coat into the Foundation fold, adding to its broad rod-building brand portfolio, which includes American Tackle, CRB (Custom Rod Builder), CRB PRO, MHX, GAHO, and ProProducts.
Flex Coat began in 1977 when Seiders created a premium epoxy finish specifically designed for flexibility and to withstand the rigours of the toughest outdoor conditions. Virtually unchanged since its introduction, Flex Coat’s Rod Wrapping Finish is still one of the most popular epoxies on the market. Over the years, Flex Coat expanded to provide a selection of rod building tools and accessories, a wide variety of adhesives and finishes and even rod building instructional content º with everything made in the USA.
Most recently, Flex Coat introduced ‘Hell or High Water Paste Epoxy’, a new competitor in the paste epoxy field, showing that Flex Coat continues to innovate and meet the needs of rod builders.
“One of the most important factors for Roger and me was to maintain Flex Coat’s passion for innovation, but to also stay true to the formulas and quality products that have made Flex Coat a household name in rod building,” said Oliva. “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.”
T: +1 407 706 0321
www.flexcoat.com
