US sales and marketing groups merge to create 34-state network

Ferguson-Keller Associates and Rogers Sports Marketing have merged, creating a single outdoor industry sales and marketing organisation in the US covering 34 states across the Midwest, Northeast and Southeast.

The move formalises the partnership the two companies began in 2024 under the Gen 3 Outdoors banner. That venture expanded their joint representation into the Northeast.

The combined business will serve manufacturers and retailers in fishing, hunting, firearms, marine and outdoor sporting goods. It aims to give brands one point of contact across its enlarged territory, while offering retailers a larger team with local market knowledge.

Sean Kunzer has been appointed President and CEO of the new organisation. Trent Rogers becomes Executive Vice President, with responsibility for bringing his operational experience and Eastern market knowledge to the combined business. Sandy Larson will serve as CFO and Chief Human Resources Officer.

Kunzer said the merger was the “natural next step” after the success of the Gen 3 Outdoors partnership.

“Formalising that relationship across all three regions lets us bring the same coordinated, high-touch representation to a 34-state footprint,” he said.

Rogers said both businesses shared a hands-on approach to supporting brands and retailers. “Combining our teams across the Midwest, Northeast and Southeast gives our factory partners a level of coordinated coverage that is hard to find anywhere else in this industry,” he said.

Ferguson-Keller’s history dates back to 1956, while Rogers Sports Marketing traces its roots to 1950. Both companies have been led by multiple generations of their founding families.

The businesses said they would continue to provide in-market sales support, account management and marketing coordination for their factory, retail and marketing partners.