Consumers may hear the name “Pure Fishing” and draw a blank. However, it is one of the largest companies in the fishing industry. If you’ve fished a single day in your life, chances are you’ve used one of its products. It’s the parent company of popular brands such as Berkley, Plano, Abu Garcia, Penn, Ugly Stik, and many more.
In early March, Pure Fishing hosted a media event to present a new showroom and make a big announcement.
“This event, and this headquarters, represent a significant investment in the future of our brands and our ability to engage directly with the industry. It’s also part of why we made the decision not to attend ICAST this year,” said Jon Schlosser, Pure Fishing’s Chief Brand and Product Officer.
“That said, we remain committed to supporting key industry initiatives, such as hosting the upcoming ‘Partner with a Payer’ event in Iowa this April alongside ASA, RBFF, Iowa DNR and USFWS, reinforcing our dedication to the broader fishing community efforts.”
What Is ICAST?
The ICAST (International Convention of Allied Sportfishing Trades) Show is a yearly trade show that takes place every summer in Orlando, Fla. It is the largest convention in the fishing world.
The event is for industry professionals only, including manufacturers, media, buyers, and others involved in the professional fishing industry. Everyday anglers cannot attend the event. At the event, new products are released, awards are given to products and brands, and seminars cover everything fishing. Everyone attends, from bass fishing companies, fly fishing companies, and saltwater brands.
For those who work in fishing, ICAST is a must-attend show that gives you access to everyone in the business at once. Having one of the biggest names in the game walk away is a big deal. ICAST is put on by the American Sportfishing Association (ASA).
The American Sportfishing Association is an organization that helps companies, brands, and the fishing industry as a whole. They advocate for real changes that affect the fisheries we all love.
The announcement that Pure Fishing is no longer attending is huge and certainly makes a statement about the state of the industry and the overall sentiment of the big shows.
The Pure Fishing Showroom
The new Pure Fishing showroom in Charleston, S.C., is a one-stop shop that showcases all of the Pure Fishing brands in one place. It’s set up similarly to a booth (albeit a really, really big booth) at a trade show such as ICAST. You walk through the doors and feel like you stepped onto a convention floor.
Trade shows are fun to attend for a day, maybe a day and a half. But doing 4 days straight, two times a month can be a bit much. That’s the real beauty of the new showroom. It’s a much more laid-back, intimate experience. I could actually sit back and have a conversation with managers such as Chris Pitsilos (Line Category Manager for Berkley) without worrying about the next meeting I needed to be at.
Why the Shift?
While at the new showroom, Pure Fishing employees made it very clear why they were moving from ICAST to a new showroom. They wanted to have the full, undivided attention of customers and media without the noise and chaos a large show could create. This will allow industry professionals to have a real one-on-one connection with the Pure Fishing brands and gain better insight into what Pure Fishing is doing and offering.
Pure Fishing leadership also explained that the new showroom model will allow them to highlight new products at appropriate times. The example they used was Savage Gear, a brand that focuses on bait for predatory fish like musky. ICAST is a show in Orlando in July. No one is super hyped up on musky fishing, then. With the new showroom, they can bring in media and buyers to cover products during a season when it is on everyone’s mind.
However, it was made very clear numerous times that walking away from ICAST does not mean Pure Fishing is abandoning the ASA. The company has been, is currently, and will continue to be a strong supporter of the organization. The move is simply the company investing in itself as well.
Who Can Go?
Similar to ICAST, the new showroom is for industry professionals only. It will be invite-only, so the everyday angler can’t walk in and check it out. This isn’t a retail storefront. It’s a place to conduct business and showcase offerings to business customers and media that will then bring the news and products to the end user.
