Fishing Rod Company Announcements: 2025 Roundup

1. Pure Fishing Unveils 2025 Product Roadmap

Pure Fishing, the parent company behind Abu Garcia, Berkley, Penn, and Shakespeare, kicked off 2025 with a sweeping announcement covering more than 40 new rod models across its flagship brands. The headline release is the Abu Garcia Zenon MG-X, a sub-3-ounce casting rod built with a new nano-resin blank that the company claims improves sensitivity by 18% over the previous generation. Retail availability is slated for late spring, with pre-orders opening in March.

Perhaps more significant for budget-conscious anglers, Penn announced a refresh of its popular Battalion series, adding four inshore spinning models rated for braided line up to 30-pound test. Pure Fishing also confirmed that its Berkley Lightning Rod lineup will move to a fully recycled graphite composite, part of a broader corporate sustainability pledge to cut virgin material use by 30% before 2030.

The company paired the product news with a dealer program expansion, offering independent tackle shops extended payment terms and demo rod programs. Analysts see the move as a direct response to pressure from direct-to-consumer rod brands that have eroded brick-and-mortar margins over the past three years.

2. Shimano Announces Zodias and Curado Rod Updates

Shimano's 2025 announcement focused on refinement rather than reinvention. The Zodias bass rod series receives a new CI4+ reel seat and updated Fuji K-Series guides with SiC inserts, shaving roughly 10% off the total rod weight. The Curado rod family, long a favorite among tournament anglers, gains two new lengths: a 7'6" heavy flipping model and a 6'10" medium-light drop-shot stick.

Shimano also introduced its "Rod Registration Rewards" program in North America, giving buyers a five-year limited warranty extension when they register a new rod within 30 days of purchase. The program is clearly aimed at building direct customer relationships and capturing first-party data, a trend that has accelerated across the tackle industry.

For saltwater fans, the company teased a redesigned Trevala jigging rod arriving in the third quarter, though full specs remain under embargo. Dealers who attended Shimano's winter sales meeting reported strong interest in the new models, with initial allocations expected to sell through quickly.

3. St. Croix Expands Made-in-USA Lineup

St. Croix made waves by announcing that its entire 2025 rod catalog will be manufactured at its Park Falls, Wisconsin facility. The company is positioning the move as a quality and supply-chain story: shorter lead times, tighter tolerances, and full traceability from blank to finished rod. The flagship Legend Xtreme series gains three new walleye and salmon models.

St. Croix also launched a rod trade-in program, allowing anglers to send in any competitor's rod and receive credit toward a new St. Croix purchase. Early reports suggest the program has driven strong foot traffic to participating dealers, and the company plans to run it through the end of the year.

Pricing on the new models sits at the premium end of the market, with the Legend Xtreme rods retailing between $400 and $520. St. Croix executives argue that domestic manufacturing and a 15-year transferable warranty justify the premium, especially as overseas shipping costs remain volatile.

4. G. Loomis Refreshes NRX+ and IMX-Pro Series

G. Loomis used its annual dealer event to announce updates to two cornerstone series. The NRX+ lineup adds a new 7'1" medium-heavy casting rod designed specifically for chatterbaits and bladed jigs, while the IMX-Pro series expands with four walleye-specific spinning models. Both series now feature updated reel seats and a revised guide train that the company says reduces line slap on long casts.

The company also confirmed that its popular Expedite warranty service will now cover rods purchased through authorized online retailers, closing a loophole that had frustrated customers who bought from big-box e-commerce sites. Turnaround time for warranty replacements is quoted at 10 to 14 business days.

G. Loomis representatives emphasized that blank designs remain unchanged, meaning anglers who loved the previous generation will find the same actions and powers in the new models. The update is about components and service, not a wholesale redesign.

5. Daiwa Launches Tatula and Steez Rod Additions

Daiwa's 2025 announcement centered on the Tatula Elite series, which gains six new models co-developed with its pro staff. Highlights include a 7'4" flipping stick and a 6'9" jerkbait rod built on Daiwa's SVF Nanoplus blank. The Steez Real Control series also expands with two ultralight spinning rods aimed at finesse bass and trout anglers.

Daiwa paired the product launch with a new "Rod+Reel" bundle promotion, offering a discount when anglers purchase a qualifying Tatula rod and reel together. The bundles are available through both independent dealers and major online retailers, a sign that Daiwa is hedging its bets across channels.

Availability for most new models begins in April, with the Steez additions arriving in June. Daiwa has not announced pricing for the Steez models, but industry watchers expect them to land above $500 given the series' positioning.

6. Okuma and 13 Fishing Target Value Segment

Okuma announced a significant push into the sub-$100 rod market with its new Ceymar and Helios Lite series, designed to pair with its budget-friendly reels. The company is targeting new anglers and casual weekend fishermen who want dependable gear without a premium price tag. All models include a one-year warranty and are shipping now.

13 Fishing, meanwhile, refreshed its Omen series with new actions and a redesigned handle that uses a split-grip EVA configuration. The company also announced a partnership with several regional tournament trails, giving it visibility among competitive anglers who influence local buying decisions.

Both brands are betting that value-tier rods will outperform premium categories in 2025 as discretionary spending tightens. Early dealer feedback supports that thesis, with entry-level and mid-tier rods reportedly outselling flagship models in January and February.

7. Sustainability and Warranty Trends to Watch

Across nearly every announcement, two themes stood out: sustainability and warranty service. Recycled materials, reduced packaging, and domestic manufacturing appeared in press releases from Pure Fishing, St. Croix, and several smaller brands. Meanwhile, extended warranties, registration rewards, and trade-in programs signal that rod companies are competing on service as much as on blanks and guides.

For anglers, that competition is good news. Longer warranties and easier claims reduce the real cost of ownership, while trade-in programs make upgrading more affordable. For retailers, the shift toward direct registration and online warranty portals raises questions about who owns the customer relationship.

Expect more announcements through the spring and summer trade shows. If the first quarter is any indication, 2025 will be remembered as a year of incremental innovation, aggressive service programs, and a renewed focus on value at every price point.