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Svivlo has steadily become the talk of the European trade with its award-winning ‘no backlash’ reels. Now the brand is set to tackle the most important market of all – the USA – following its collaboration with the Foundation Outdoor Group, owner of fishing rod component brands that include American Tackle and Mudhole Custom Tackle.
In this exclusive interview, company founder Patrik Zander (above, right) tells Angling International: “North America is a key strategic focus.”
Angling International: How did the collaboration come about?
PZ: We initially reached out to Foundation Outdoor Group in November 2023 as part of our broader plan to enter the U.S. market in a structured way. Early discussions were very positive with clear interest from both sides, but we agreed that alignment and timing needed to be right. The turning point came during ICAST 2025, where we met in person with Brook Oliva and Hunter McKamey, Foundation’s President and Vice President. Seeing and trying the product first-hand and aligning on long-term positioning moved the collaboration from discussion to execution. From there, momentum built quickly.
What does the agreement involve?
Foundation Outdoor Group is introducing Genesis ONE and Draken ONE through MudHole.com and its established platform. The focus is on a structured market introduction, including:
- Clear positioning
- Consistent brand narrative
- Education around how Svivlo defines performance
- Strategic activation
Both companies are aligned on building something long-term rather than pursuing short-term volume.
What are you looking to achieve?
Svivlo exists to challenge a normalised assumption in baitcasting – that constant adjustment and backlash management are unavoidable parts of premium performance. We define performance at the session level: stability as conditions change and minimal interruption across a full day. Through this collaboration, we aim to introduce that alternative standard into the U.S. market in a meaningful way. It’s about establishing a new benchmark – not simply adding another product to the category.
Why did you choose the Foundation Outdoor Group as your partner?
Foundation Outdoor Group has built credibility over decades. Its audience is technically engaged and performance-oriented. That matters to us. Svivlo is a product that benefits from understanding and education. Foundation’s execution capability and disciplined approach to brand building makes them a strong strategic fit.
How important is this move for Svivlo?
It is strategically significant. The U.S. market influences global perception in baitcasting. Establishing the right presence there is important. Foundation Outdoor Group brings reach, credibility and access to a highly engaged subscriber base. For Svivlo, this represents a meaningful step in accelerating awareness in North America.
Where are your current markets and what territories is Svivlo targeting?
We are currently active in selected European markets and are expanding selectively into North America. Our growth approach is deliberate. Markets are prioritised based on execution quality and alignment with our positioning. North America is a key strategic focus.
What are Svivlo’s plans for the remainder of this year?
The focus is a disciplined U.S. introduction and strengthening our European presence. We aim to deepen penetration in North America and expand carefully into additional aligned territories. We are building long-term category positioning rather than pursuing rapid expansion.
