Penn Fishing Tackle
Penn Fishing Tackle is a heritage 1932 saltwater fishing brand and subsidiary of Pure Fishing, Inc., designing and selling spinning, conventional, baitcast, and electric reels, rods, combos, tools, and apparel to recreational saltwater anglers via DTC e-commerce, dealers, and affiliates.
- Company typePrivate
- Founded1932
- HeadquartersSpirit Lake, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Penn Fishing Tackle firmographics
Firmographics- Name
- Penn Fishing Tackle
- Legal name
- Penn Fishing
- Website
- https://pennfishing.com
- Company type
- Private
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Penn Fishing Tackle is a heritage 1932 saltwater fishing brand and subsidiary of Pure Fishing, Inc., designing and selling spinning, conventional, baitcast, and electric reels, rods, combos, tools, and apparel to recreational saltwater anglers via DTC e-commerce, dealers, and affiliates.
- Ownership category
- akta.pro rank
Penn Fishing Tackle industry classification
Industry- Product category
- Saltwater Fishing Tackle & Equipment
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- akta.pro primary industry
- Rods, Reels & Line Specialty Retail (CRAMALAI)
- akta.pro secondary industries
- Saltwater & Offshore Fishing Specialty Retail (CRAMALAC), Boat Fishing Accessories & Rigging Retail (Downriggers, Trolling, Rod Holders) (CRAMALAM)
Keywords
Where Penn Fishing Tackle is headquartered
LocationHeadquarters
- HQ city
- Spirit Lake
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Penn Fishing Tackle business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Fishing Tackle Hardware Sales: One-time sale of fishing reels, rods, combos, tools, accessories, and apparel. Products sold at various price points from entry-level to premium. No recurring subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Electric Reels - Premium tier (Fathom Electric series) |
| Unit Pricing | Pay-as-you-go | Conventional Reels - Mid to Premium tier |
| Unit Pricing | Pay-as-you-go | Spinning Combos - Entry to Mid tier |
| Unit Pricing | Pay-as-you-go | Rod products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Penn Fishing Tackle product offering
Product offeringCore offering
Penn Fishing Tackle designs, manufactures, and sells saltwater fishing gear including reels (spinning, conventional, baitcast, electric), fishing rods across multiple collections, pre-matched rod-and-reel combos, fishing tools, accessories, and apparel. The product portfolio is organized by fishing technique (inshore, offshore, nearshore, surf) and price tier from entry-level combos to premium International and Fathom Electric series priced above $1,000. Sales occur through the company's own e-commerce storefront, an authorized dealer network, and affiliate partners.
Differentiator
Problem solved
Functional benefit
Brands
- Fathom: Electric fishing reel featuring integrated lithium-ion battery and variable speed control
- Battle
- Clash
- Senator
- Slammer
- Spinfisher
- Squall
- Torque
- Wrath
- Authority
- Fierce
- International
- Pursuit
- Ally Collection
- Battalion Collection
- Carnage Collection
- Mariner Collection
- Prevail Collection
- Rampage Collection
- Squadron Collection
Products and services
- Fathom Electric Reel Kit Premium cordless electric fishing reel kit with integrated lithium-ion battery and variable speed control for offshore and big-game anglers; priced $949.95 - $1,069.95.
- Fathom II Lever Drag 2-Speed Conventional Reel Two-speed conventional reel with a lever drag system for offshore and heavy tackle applications; priced $299.95 - $409.95.
- Fathom II Level Wind Conventional Reel Level wind conventional reel with even line distribution for trolling applications; priced $299.95 - $349.95.
- International VISX Extreme Conventional Reel Premium extreme-duty conventional reel for international big-game fishing; available in two colors, priced $609.95 - $769.95.
- International VISW 2-Speed Wide Conventional Reel Wide-frame two-speed conventional reel for heavy offshore fishing; priced $719.95 - $1,019.95.
- Squall II Level Wind Conventional Reel Level wind conventional reel for mid-tier trolling applications; priced $179.95 - $209.95.
- Pursuit V Spinning Combo Fifth-generation entry-level spinning rod-and-reel combo for value-oriented anglers; priced $104.99 - $144.99.
- Pursuit V Travel Spinning Combo Portable travel version of the Pursuit V spinning combo with multi-piece design for anglers on the move; priced $144.99 - $164.99.
- Pursuit V LE Spinning Combo Limited edition Pursuit V spinning combo; priced $134.99 - $164.99.
- Squadron IV Surf Spinning Rod Fourth-generation surf spinning rod for beach and surf anglers targeting striped bass, redfish, and snook; priced $94.99 - $139.99.
- Rival II Level Wind Conventional Reel Second-generation Rival level wind conventional reel, a newly launched offering in the Penn product lineup.
- Warfare II Level Wind Conventional Reel Second-generation Warfare level wind conventional reel for mid-tier offshore anglers; priced $139.99 - $169.99.
- Penn Fishing Reel Lines (Spinning, Conventional, Baitcast, Electric) Complete line of branded reels by category: Spinning Reels (sizes 1000 to over 8000 covering inshore, offshore, nearshore, and surf), Conventional Reels (sizes under 10 to over 80 including IGFA-class models), Baitcast Reels for precision casting, and Electric Reels including cordless lithium-ion battery powered models.
- Penn Fishing Rod Collections (Ally, Battalion, Carnage, Mariner, Prevail, Rampage, Squadron) Complete line of fishing rods across seven collections covering boat rods, inshore rods, jigging rods, offshore rods, slow pitch rods, surf rods, casting rods, and spinning rods, with specialized electric rod options.
- Penn Fishing Rod-Reel Combo Series (Battle, Fierce, Pursuit, Rival, Senator, Spinfisher, Squall, Warfare, Wrath) Pre-matched rod-and-reel combinations spanning spinning combos, conventional combos, lever drag combos, level wind combos, live liner combos, star drag combos, and travel combos for complete fishing setups.
- Penn Fishing Tools and Accessories Branded fishing tools and accessories including pliers, crimps, filet knives, line winders, oil/grease/cleaner, rod and reel covers, rod butts, and electric reel accessories.
- Penn Fishing Apparel Branded fishing apparel including shirts, hoodies, performance wear/sun shirts, and hats, plus a collaborative Malosi x PENN collection.
Companies that use Penn Fishing Tackle
Customer profileSegments3 records
Ideal customer profiles3 records
Penn Fishing Tackle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Penn Fishing Tackle partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pure Fishing, Inc.parentPenn Fishing is a brand owned and operated by Pure Fishing, Inc., a global fishing equipment company. Pure Fishing owns multiple fishing brands and handles corporate functions including careers/hr.
Scale indicators1 record
Penn Fishing Tackle competitors and assessment
Company assessmentDirect peers
- Shimano: Shimano is the global leader in fishing tackle (including saltwater spinning and conventional reels) and is the most direct competitor to Penn across reel types. Both companies serve serious saltwater anglers with premium-priced, durable reel/rod systems and compete for the same offshore/deep-sea buyer.
- Daiwa: Daiwa is a Japanese tackle manufacturer with extensive saltwater spinning, conventional, and electric reel lines that directly overlap Penn's product portfolio. Both brands target saltwater anglers seeking durability and drag performance at premium price points.
- Abu Garcia: Abu Garcia is a sibling brand under Pure Fishing with overlapping reel categories (spinning, conventional, baitcast) targeting similar freshwater and saltwater anglers. As a portfolio cousin, it represents both an internal resource-sharing peer and a direct competitive overlap.
- Okuma Fishing: Okuma manufactures saltwater and freshwater reels and rods at competitive mid-tier price points, directly overlapping Penn's conventional and spinning reel categories. Both serve offshore and surf anglers with comparable product positioning.
- Lew's: Lew's is a U.S. tackle maker known for conventional and baitcast reels that directly compete with Penn's lever-drag and level-wind product lines. Both brands emphasize durability and American angler heritage.
Emerging players
- 13 Fishing: 13 Fishing is a younger U.S. tackle brand with patented innovations (e.g., freefall systems) that overlap Penn's baitcast and spinning categories. It represents a newer entrant challenging established players like Penn with modern design and direct-to-consumer positioning.
- Avet Reels: Avet Reels is a U.S. manufacturer specializing in high-end saltwater conventional and lever drag reels, directly competing with Penn's International and Fathom lines for offshore big game anglers.
- Accurate Fishing: Accurate Fishing produces premium two-speed conventional reels targeting the same offshore tuna/marlin anglers that buy Penn's International VISX/VISW series, competing at the high-end price tier.
- Maxel: Maxel is a specialty electric reel manufacturer whose products directly compete with Penn's Fathom Electric Reel in the cordless, lithium-powered offshore reel category — a battleground that Penn is trying to own with its 2024 product launch.
Broad incumbents
- Rapala: Rapala is a globally diversified fishing tackle brand with broader product breadth (lures, rods, reels) including saltwater offerings. While freshwater-skewed, it competes with Penn at the brand and channel level in multi-category tackle retail.
Market position
Customer concentration
Penn Fishing Tackle social profiles
Digital presencePenn Fishing Tackle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Penn Fishing Tackle leadership team
Management profileNumber of profiles
Penn Fishing Tackle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Penn Fishing Tackle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Penn Fishing Tackle
What does Penn Fishing Tackle do?
Penn Fishing Tackle designs, manufactures, and sells saltwater fishing gear including reels (spinning, conventional, baitcast, electric), fishing rods across multiple collections, pre-matched rod-and-reel combos, fishing tools, accessories, and apparel. The product portfolio is organized by fishing technique (inshore, offshore, nearshore, surf) and price tier from entry-level combos to premium International and Fathom Electric series priced above $1,000. Sales occur through the company's own e-commerce storefront, an authorized dealer network, and affiliate partners.
Is Penn Fishing Tackle a public or private company?
Penn Fishing Tackle is a private company. It is classified as corporate owned and is currently operating.
When was Penn Fishing Tackle founded?
Penn Fishing Tackle was founded in 1932. It employs 1 to 10 people.
Where is Penn Fishing Tackle based?
Penn Fishing Tackle is headquartered in Spirit Lake, United States, in the North America region.
How does Penn Fishing Tackle make money?
One revenue line is on record: fishing Tackle Hardware Sales.
Who are Penn Fishing Tackle's main competitors?
Direct peers on record are Shimano, Daiwa, Abu Garcia, Okuma Fishing and Lew's. Emerging players are 13 Fishing, Avet Reels, Accurate Fishing and Maxel. Rapala is listed as a broad incumbent.
Does Penn Fishing Tackle have an API?
No public API is recorded for Penn Fishing Tackle.
What industry is Penn Fishing Tackle in?
Penn Fishing Tackle's product category is Saltwater Fishing Tackle & Equipment. Its primary akta.pro industry code is CRAMALAI, Rods, Reels & Line Specialty Retail, with a secondary code of CRAMALAC, Saltwater & Offshore Fishing Specialty Retail. Its NAICS code is 459.