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A successful ICAST, which included its 18th industry award, has one of the world’s top suppliers of rod building components set fair for the remainder of 2025.
Foundation Outdoor Group (FOG) – owner of brands that include American Tackle, Mud Hole Custom Tackle, MHX, CRB and Flex Coat – has just come off a solid start to the year despite what President and COO Brook Oliva described as ‘concerning noise’ on tariffs.
“It was a bit concerning for a stretch – and it still is – but the growth has been there for the business. We continue to invest where it makes sense, innovate and market the best available products and stay true to our core principles of providing quality products to the industry at fair prices.
“It has also been important to manage our inventory to ensure we can deliver product when others cannot.”
He added that he is feeling very confident for the remainder of the year. “The rod building and components business continues to thrive and the expansion of our retail showroom is just the beginning of our strategy to grow the Mud Hole brand to support a full fishing tackle product line.
“Visitors to Mud Hole.com cannot only select everything they need to build a custom rod, but can also now add the perfect line, reel and tackle to complete their fishing adventure. We are just getting started.”
Alongside winning an award for Mud Hole in the Custom Tackle and Components category in the New Product Showcase for the All-In-One Spinning Rod Building Kit, Oliva said that the group enjoyed a successful show in Florida, signing some solid deals and adding a number of big opportunities to its list.
“We had numerous conversations with customers interested in American Tackle components – given the apparent production concerns that other component brands are facing.
“With AT we provide consistent and top quality products and the flexibility to make sure the projects of our customers are moving forward amidst all the uncertainty in the industry today. We feel this is a great opportunity to offer great lead times to companies in need of components. ICAST 2025 was definitely worthwhile from a sales perspective.”
Oliva added that despite a shifting industry landscape, trade shows like ICAST are still important to the group. “In today’s information-rich business environment, we often question the value of attending major events like ICAST. It takes significant planning and resources to pull off an exhibition space.
“It really is resource intensive when you think that the same business might be generated without the need for all of the event fanfare. However, there is something about ‘pressing the flesh’ and meeting directly with your key customers and prospects from across the globe in one place that dictates our presence at major – and smaller – industry events.
“We really wanted to showcase our brands – Mud Hole, American Tackle, MHX, CRB, ProProducts, GAHO and our latest acquisition to the family, Flex Coat,” explained Oliva.
“It was important to showcase how our products can support small to large rod building businesses, from delivering top quality components to OEMs and major manufacturers, to small batch, branded fishing rods for companies looking to add a rod line to their business.”
Foundation dedicates 18th industry award to ‘team effort’
Foundation Outdoor Group picked up its 18th industry product award across its brands at the world’s largest fishing tackle trade show this week.
The company’s Mud Hole Custom Tackle brand followed in the illustrious footsteps of previous ICAST winners American Tackle and CRB PRO when it was voted best in the Custom Tackle and Component category with its All-in-One Spinning Rod Building Kit.
“It is an honour to bring home yet another product award to our Oviedo, Florida headquarters,” said Brook Oliva, Foundation Outdoor Group President and COO. “This is truly a team effort. From product development to marketing to fulfilment, every one of our team members plays a part in our success, and I am proud to share this honour with our entire organisation.
“The Mud Hole All-In-One Spinning Rod Building Kit was designed to make custom rod building attainable to anyone. With expertly selected rod building components and supplies, and the easy-to-follow, step-by-step instruction book included in convenient and retail-friendly packaging, getting started in rod building has never been easier.”
Along with the Spinning Rod Kit, Mud Hole offers All-In-One Rod Building Kits for casting, fly and even ice fishing rods at affordable prices.
“The development of the All-In-One Kits required our team of rod building professionals and product designers to take a step back and simplify the craft for new builders,” added Foundation Outdoor Group Vice President Hunter McKamey. “Everything from the selected components and supplies to the instructions, the free online rod building content and even the box design, was carefully considered to help bring rod building to new enthusiasts.”
