Faith
Our faith in God influences all that we do, as a business and as individuals. We treat people and nature with respect. We live every day with kindness and strive to be the best versions of ourselves. We have limited time here, and we want to spend it living in service of others (and get some fishing in, too).
Family
Family is everything to us. The family that raised us taught us how to fish. How to work hard and follow our own path. Our family, the one we made for ourselves, is the reason why we work hard every day. The fishing community is part of our big family. And we always take care of those who take care of us.
Excellence
Maybe it’s the time our founder spent in the military. Maybe it’s just how we were raised or how we are wired. But whatever we make, whatever we do, we want it to be the best. We are obsessed with craft. Dedicated to reinvention. We love the pursuit of excellence, in life and in fishing.
Respect
The world just works better when people treat one another with mutual respect. It requires listening, understanding, kindness and communication. We begin every conversation with respect. Especially with our customers. They respected us, trusted us, enough to spend their hard-earned money on our product. We respect their loyalty by standing by our rods and reels.
