Slice of Wisconsin: Humble Beginning Leads to World-Class Fishing Gear

St. Croix Rod continues to reel in success in the heart of Northern Wisconsin where it all started with a question more than 75 years ago

The St. Croix story is one with a humble beginning. Yet, through more than 75 years of evolution, innovation, and resilience, the fishing gear company is considered world-class. Its path includes twists and turns, with moments of triumph. The challenges never defined the company; rather, St. Croix responded by reeling in success—with gritty determination and an unwavering commitment to excellence.

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Founded by Bob and Bill Johnson in 1948, St. Croix was born from a simple question: can hauling a fishing pole to the watering hole be made easier? The brothers answered by creating the first multi-section bamboo fishing pole, a groundbreaking invention that would soon put the newly established St. Croix Rod company on the map. From its humble beginnings in Park Falls, Wisconsin, the company quickly became the talk of the state.

Today, St. Croix Rod continues to call Park Falls home, but its operations have expanded far beyond those early days. The company now boasts the most advanced fishing rod manufacturing facility in the world, producing more than 800 award-winning rods and reels. Each product is still designed to answer the questions and meet the needs of anglers everywhere, maintaining the same spirit of innovation that began with the Johnson’s first bamboo pole.

This is not “the one that got away,” but rather a true slice of Wisconsin’s rich fishing heritage.