Automatic Fisherman

What Automatic Fisherman does

Automatic Fisherman, LLC is a privately held, veteran-owned manufacturer based in Green Bay, Wisconsin that designs and produces automatic hook-setting devices primarily for recreational ice fishing. The company's flagship product is a mechanical, stainless-steel trigger device mounted on a high-density polyethylene (HDPE) base that releases a fishing rod when a fish takes the bait and pulls line, thereby setting the hook without the angler being present. The technology relies on an adjustable trigger pin and a slack bobber system that lets the angler tune the device for different species and baits (from panfish micro-jigs to walleye and pike-sized presentations), and an optional "Ice Stopper" reservoir prevents line freezing in temperatures as low as -50°F. The product has been sold for nearly 25 years and is protected by a patent granted in 2000; the company markets itself as the original in the category and backs its base and trigger with a 20-year replacement warranty.

The company sells complete kits ($49.99 base unit, $69.99 with Ice Stopper, $129.99–$139.99 rod-and-reel combos), replacement parts (rods $29.99–$59.99, reels $29.99, triggers $9.99–$14.99), branded merchandise, and a sister product called the Snapper Hook Setting Device. Its go-to-market is predominantly direct-to-consumer through an Ecwid-powered e-commerce storefront on automaticfisherman.com, supplemented by a dealer and store wholesale inquiry channel; marketing relies on YouTube demonstrations, Facebook, and word-of-mouth rather than paid acquisition. Revenue is entirely transactional hardware sales with no recurring component, and the company is bootstrapped/founder-owned by Kerry Paulson with no disclosed institutional investors, funding rounds, or parent entity. Products are packaged by handicapped individuals at the Green Bay headquarters and the entire line is manufactured in the USA.

Name

Automatic Fisherman

Legal name

Automatic Fisherman, LLC

Website

https://automaticfisherman.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Automatic Fisherman is a privately held, veteran-owned manufacturer in Green Bay, Wisconsin that designs and sells mechanical automatic hook-setting devices (and related rods, reels, and ice-fishing accessories) to recreational ice anglers worldwide via direct-to-consumer e-commerce and dealer channels.

Ownership category

akta.pro rank

Product category

Fishing Equipment

akta.pro industry

PRIMARYCRAMALAB

Freshwater Fishing Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAI

Rods, Reels & Line Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAM

Boat Fishing Accessories & Rigging Retail (Downriggers, Trolling, Rod Holders)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

Keywords

• Ice fishing gear
• Hook setting device
• Fishing rod kits
• Ice elimination products
• Fishing reels

Headquarters

HQ city

Green Bay

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Hardware Sales - Complete Systems: Sale of complete hook-setting systems and rod/reel combo kits. These are one-time purchase products with no recurring revenue component. Products include AFB base unit ($49.99), AFB-ISK with Ice Stopper ($69.99), and combo kits ($129.99-$139.99).
2. Replacement Parts and Accessories: Sale of individual components including fishing rods, reels, triggers, spring bobbers, and replacement parts. One-time purchase model with prices ranging from $0.25 (stickers) to $59.99 (reels).
3. Apparel and Merchandise: Sale of branded merchandise including hoodies, hats, shirts, stickers, and bottle openers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Automatic Fisherman LLC manufactures and sells mechanical automatic hook-setting devices for ice fishing and other fishing applications. The company offers the original patented Automatic Fisherman base unit, rod and reel combo kits configured for different species (crappie, walleye, steelhead, trout), replacement parts, spring bobbers, slack-line bobbers, ice elimination products, fishing rods, reels, and branded merchandise, all manufactured in the USA.

Differentiator

Problem solved

Functional benefit

Brands

• The Snapper Hook Setting Device: A separate hook setting system product line that fits any ice rod from 20 to 48 inches in length, with a built-in flag system and 10-year replacement warranty. It is designed for versatile use across different fish species and can be stored in a bucket or bag.

Products and services

• Automatic Fisherman Base Unit (AFB) The flagship mechanical hook-setting device base unit for ice and open-water fishing. Uses a stainless steel adjustable trigger pin mechanism on an HDPE plastic base to automatically set the hook when a fish bites and swims away, allowing the angler to fight the fish on a rod and reel. For recreational ice anglers targeting bluegills, crappies, perch, walleyes, bass, northerns, trout, and salmon.
• AFB-ISK Ice Stopper Kit The Automatic Fisherman base unit bundled with the Ice Stopper solution/reservoir and a timing bobber, designed for ice anglers fishing in sub-zero conditions where line freezing is a concern.
• AF27C Crappie/Perch Combo A complete rod-and-reel kit pairing a 27-inch rod with a 6-inch trigger and the AF104 reel, configured for crappie and perch ice fishing. Includes 5-year rod warranty.
• AF32 Walleye/Pike Combo A complete rod-and-reel kit pairing a 32-inch rod with a 6-inch adjustable trigger and AF104 reel, targeted at walleye, pike, and bigger trout ice anglers.
• AF35 Steelhead/Brown Trout Combo A complete rod-and-reel kit pairing a 35-inch light rod with an 8-inch adjustable trigger and AF104 reel, intended for steelhead, brown trout, and big-water applications.
• AFB-31RR All Types Combo A complete rod-and-reel kit pairing a 31-inch light rod with an 8-inch adjustable trigger and AF104 reel that includes the Ice Stopper system, marketed as a versatile all-species combo.
• Snapper Hook Setting Device A separate hook-setting device product line that fits any ice rod from 20 to 48 inches in length with a built-in flag system. Designed for versatile use across species and storable in a bucket or bag, with a 10-year replacement warranty.
• Fishing Rods Replacement and standalone fishing rods in 27- to 52-inch lengths with cork handles, sized for use with the Automatic Fisherman trigger system and general ice fishing, with 5-year warranty.
• Adjustable Spring Bobbers Marmish-made adjustable spring bobbers available in 4-inch panfish and 6-inch medium configurations, used as bite indicators on ice fishing rods paired with the Automatic Fisherman system.
• AF104 Reel A 4-ball-bearing fishing reel with anti-lock reverse, winter-grade lube, fold-down handle, and strong drag, designed for cold-weather ice fishing use.
• Replacement Triggers All-stainless steel replacement triggers in 6-, 7.5-, 8-, and 9-inch sizes for the Automatic Fisherman system, backed by a lifetime warranty.
• Ice Elimination Products Solution and reservoir products that keep ice fishing holes from freezing and prevent fishing line from freezing to the hole in extreme cold, allowing the Automatic Fisherman system to operate reliably down to -50 degrees Fahrenheit.
• Slack Line Bobbers Slack-line bobbers that let anglers tune how much slack is given to a fish before the hook is set, from approximately 3 inches for aggressive biters up to 2 feet for finicky species such as walleye and crappie.
• Branded Apparel and Merchandise Branded apparel and accessories including hoodies, hats, shirts, stickers, and bottle openers carrying the Automatic Fisherman logo.

Quantifiable outcome

• 80-90% hook-up rates when used properly
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rapala: Global fishing tackle giant with broad lure, rod, and accessory portfolios. Broad incumbent because it overlaps with Automatic Fisherman in rods and reels but distributes across all fishing categories rather than specializing in hook-setting devices.
• Eagle Claw: Long-established fishing tackle brand offering hooks, rigs, and rod components. Comparable because Eagle Claw also competes in specialized hook and fishing hardware where Automatic Fisherman operates, though at far broader scale.
• Pure Fishing: Parent of multiple iconic fishing brands (Berkley, Abu Garcia, Shakespeare, Penn). Broad incumbent competing through category-spanning portfolios and global distribution that smaller niche players like Automatic Fisherman cannot match in shelf presence.

Direct peers

• Clam Outdoors: Ice fishing shelter and accessory manufacturer based in Minnesota. Directly comparable as a fellow Midwest ice-fishing brand selling specialized gear (shelters, augers, rod holders) to the same recreational ice angler segment.
• St. Croix Rods: Wisconsin-based premium fishing rod manufacturer including dedicated ice rods. Comparable because both sell made-in-USA ice fishing rods to the same premium-buyer segment via tackle shop and direct channels.
• Frabill: Wisconsin-based manufacturer of ice fishing gear including tip-ups, shelters, sleds, and accessories. Direct peer because both target ice anglers with specialized mechanical equipment sold through tackle shops and sporting goods retailers.
• Northland Fishing Tackle: Minnesota-based manufacturer of ice fishing jigs, lures, and terminal tackle. Comparable as a Midwest-built, ice-fishing-focused tackle brand serving the same recreational angler base via tackle shop distribution.
• Lindy Legendary Fishing Tackle: Ice fishing tackle specialist producing tip-ups, rods, and accessories. Direct peer because both compete in the niche of mechanical ice-fishing hook-setting and bite-detection devices.
• HT Enterprises: Manufacturer of ice fishing rods, tip-ups, and accessories. Direct peer because both sell mechanical tip-up-style and rod-based ice fishing tackle to the same end consumer at similar price points.

Emerging players

• Vexilar: Manufacturer of ice-fishing electronics including flashers and sonar units. Comparable because Vexilar targets the same ice-fishing enthusiast segment with complementary (rather than directly overlapping) technology, often sold alongside tackle in the same specialty retail channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCmV8dmyNYuzQQE8PE4b9reg
• Facebookfacebook.com/AutomaticFisherman

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Automatic Fisherman