Firm foundation for Mud Hole and American Tackle

In acquiring Mud Hole Custom Tackle and American Tackle Company, Foundation Outdoor Group has become as the industry’s largest supplier of fishing rod components, supplies, equipment and rod building instruction.

The acquisition combines the strengths of these two renowned companies allowing Foundation Outdoor Group to better serve its customers worldwide.

Under the acquisition and merger, Foundation Outdoor Group will take charge of both Mud Hole’s Florida headquarters and American Tackle’s operations in Florida, Europe and Asia. This expanded reach allows the company to focus on enhancing its presence in both the direct-to-consumer and business-to-business markets, globally.

Tom McNamara, CEO of Foundation Outdoor Group, revealed: “We’re thrilled to unite the forces of American Tackle and Mud Hole to provide superior service to our customers around the globe. This acquisition not only streamlines the operations but also enables us to offer an even wider range of high-quality brands to both our consumer and business clientele.”

With a passion for innovation and excellence, American Tackle Company has earned a reputation for revolutionising the fishing tackle industry by garnishing 15 industry Best Product Awards, including its recent 2023 ICAST Best of Show Award.

By combining cutting-edge technology, expert craftsmanship and a deep understanding of anglers’ needs, backed by top sales, service and development teams, the company offers a comprehensive range of solutions designed to elevate the fishing experience to new heights.

Mud Hole Custom Tackle, the recognised leader in the field of custom rod building and tackle crafting supplies worldwide, remains devoted to providing unparalleled products, exceptional value, and top-notch customer service.

With a strong e-commerce presence and a wealth of valuable educational content, Mud Hole continues to support the thriving consumer rod building community. Offering an extensive inventory that features the finest components from distinguished brands, rod builders can trust Mud Hole to deliver a diverse range of options, empowering them to create their own custom designs with absolute precision and perfection.

The Mud Hole and American Tackle brands will join Foundation Outdoor Group’s wide-ranging brand portfolio, which includes MHX premium fishing rod blanks, CRB quality rod building tools, supplies and components and the industry leading ProProducts line of thread and adhesives.

Moving forward, the Foundation Outdoor Group business-to-business sales and solutions team will meet and exceed the needs of OEM fishing rod manufacturers and distributors throughout the world.

Brook Oliva, president and COO of Foundation Outdoor Group, added: “This marks an exhilarating time for our industry, particularly for our valued customers. By leveraging the expertise and market leadership of American Tackle, Mud Hole, and their affiliate brands, we can bring even more value to the marketplace and extend our services to a broader audience of consumer and business outdoor enthusiasts, regardless of their location.”

Foundation Outdoor Group will maintain its 86,000 sq ft (8,000 sq m) headquarters office and distribution centre in Oviedo, Florida and operate global offices in Europe and Asia.

Both Mud Hole and American Tackle anticipate no impact to existing business operations or customer experience as the acquisition is completed over the coming weeks.

Listen to TTW editor John Hunter’s interview with Brook Olivia here: