New boss: Leading Shimano in the world’s largest market is ‘truly an honour’

A new man has taken over at the helm of Shimano’s largest global market – and John Livermore gave his first interview to Angling International. Read his views on ICAST, the changing international market and his priorities for the iconic rod and reel maker.

What is your career to date?
JL: Throughout my career, I’ve been fortunate to work across a variety of functions and industries, gaining experience in different areas of business leadership. My time at Shimano has been especially meaningful. I’ve had the opportunity to contribute across multiple parts of the organisation and to learn from one of the most respected figures in the industry, our former President, Dave Pfeiffer. Those experiences have shaped not only my appreciation for Shimano’s products, but also for the relationships and partnerships that have helped build Shimano North America Fishing into what it is today.

What are your thoughts on leading Shimano in its biggest market?
It is truly an honour. North America is a critically important market within Shimano’s global organisation, and I see this role as both a responsibility and an opportunity to strengthen the way we serve anglers and our retail partners across the region.

What are your priorities?
They are straightforward. I want to lead our team in setting a new standard for relationships and experiences with both consumers and retailers, all through the most trusted brand in the fishing tackle industry.

How has business been for Shimano in 2026?
I’m encouraged by what we’re seeing so far this year. While I can’t go into specific figures, we continue to see strong engagement across key categories and sustained demand for products that anglers know and trust.

What have been the highlights?
Whether I’m on the water, travelling throughout the market or meeting with our valued retail partners, the feedback surrounding our new product launches earlier this year has been extremely positive.

What challenges has the business faced and how has Shimano responded?
Like any company operating in today’s environment, Shimano continues to navigate shifts in consumer behaviour and broader market conditions. Our approach has always been to stay close to our customers and listen carefully to their needs. By maintaining strong relationships, focusing on innovation and product quality, and remaining disciplined operationally, we’ve been able to adapt while staying true to the values that define Shimano.

Are you optimistic for the rest of the year?
Absolutely. We have a positive outlook for the remainder of the year and remain confident in both the business and the wider fishing market. We see strong opportunities ahead through the second half of 2026.

Is the trade in a good place in the US?
The North American tackle market remains in a healthy position. Anglers continue to invest in the sport, and the industry as a whole is working hard to introduce new participants to fishing. While the trade landscape continues to evolve, those changes also create fresh opportunities for Shimano to support the market in new and meaningful ways.

What challenges does the industry face?
Challenges surrounding participation retention, changing consumer behaviour and evolving regulatory pressures. However, these are challenges the industry is actively addressing together.

What are your plans for ICAST?
We’re very much looking forward to this year’s ICAST. The event gives us a valuable opportunity to spend time with our partners, connect with fishing media and content creators and showcase where Shimano is heading as a brand.

How important is the show to Shimano?
ICAST remains an important event because it brings the entire fishing tackle industry together in one place. It gives us the opportunity to strengthen relationships, discuss the key issues affecting the market and work collectively to improve the industry. It also reinforces why we do what we do – it fuels our passion for fishing and helps ensure future generations can continue to enjoy the sport we all love. Beyond ICAST, Shimano supports a number of important regional and specialist events throughout the year, allowing us to stay closely connected to both the trade and consumers. Recent examples include the Pacific Coast Sportfishing Show, the New England Saltwater Fishing Show and the New Jersey Saltwater Fishing Expo.