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

Why the Shift?
