Bent Rod

What Bent Rod does

The Bent Rod Outdoors is a small specialty outdoor recreation retailer founded in 1995 and headquartered in Challis, Idaho, a town of roughly 1,000 residents adjacent to the largest designated wilderness area in the contiguous United States and the Salmon River. The company originated as a single fly fishing shop and has since expanded its merchandise mix to cover fishing, rafting, hunting, hiking, and camping categories, stocking curated third-party brands such as Orvis (fly rods, reels, apparel), Renzetti (fly tying vises), and Ouray (accessories). The product catalog spans price points from $24.95 caps to $479.99 pro-grade rotary vises, with a price ceiling for premium items and broad mid-range apparel offerings.

The business operates a dual-channel model: a physical retail storefront in Challis that also serves as a state hunting and fishing license-issuing point, and an e-commerce site at thebentrod.com that ships nationally and globally with free shipping on orders over $79 and a 30-day return policy. A "My Orders" loyalty program supports repeat-customer retention, and the company emphasizes local regulatory expertise and hands-on customer guidance as differentiators versus generic large-box outdoor retailers. Technology is limited to a standard Ecwid-by-Lightspeed e-commerce platform; there are no disclosed proprietary technology assets, no mobile apps, and no AI/ML capabilities.

Operationally, the firm is lean, with five total employees supporting both channels, and operates as a subsidiary of Sprintova, which appears to be the website operating entity. Revenue, funding, and ownership structure beyond the Sprintova parent relationship are not disclosed in available materials. The customer base is entirely long-tail consumer, with no enterprise accounts, and supplier dependence on Orvis and Renzetti for the premium fly fishing assortment represents the most material concentration exposure in the business.

Name

Bent Rod

Legal name

Sprintova

Website

https://thebentrod.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

The Bent Rod Outdoors is a small Idaho-based specialty outdoor retailer founded in 1995, operating a single Challis storefront and an e-commerce site selling fly fishing, hunting, hiking, and camping gear from brands like Orvis and Renzetti to individual recreation enthusiasts.

Ownership category

akta.pro rank

Product category

Specialty Outdoor Recreation Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Fly Fishing Specialty Retail (CRAMALAD)

akta.pro secondary industries

Waders, Apparel & Footwear for Fishing Retail (CRAMALAL), Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Outdoor recreation retail
• Fly fishing equipment
• Hunting licenses
• Camping gear
• Specialty outdoor apparel

Headquarters

HQ city

Challis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Retail Product Sales: Direct product sales of outdoor recreation equipment including fly fishing gear, camping, hunting, hiking, and related apparel. Products are sold through both physical storefront and e-commerce channel with transactional one-time purchase model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

The Bent Rod Outdoors is a specialty outdoor recreation retailer selling fly fishing equipment, wading gear, outdoor apparel, camping, hiking, and hunting products through a physical storefront in Challis, Idaho and an e-commerce website. The store also issues hunting and fishing licenses in person and provides expert guidance on local Idaho wilderness regulations. The product catalog spans categories including Camping, Clothing, Fly Fishing, Fly Tying, Waders, Wading Accessories, and Wading Boots, featuring brands such as Orvis, Renzetti, and Ouray.

Product overview

The Bent Rod Outdoors is a specialty outdoor gear retailer established in 1995, offering an e-commerce platform alongside its physical storefront in Challis, Idaho. The product portfolio centers on fly fishing equipment and apparel, featuring branded Orvis products (Clearwater fly rods, SSR fly reels, apparel), Renzetti vise products, and general outdoor apparel. The online catalog includes categories spanning Camping, Clothing, Fly Fishing, Fly Tying, Waders, Wading Accessories, and Wading Boots. The company provides both physical retail services (licenses, local expertise) and online shopping with free shipping over $79 and 30-day returns.

Differentiator

Problem solved

Functional benefit

Products and services

• Ouray LOGO Zone Trucker Cap
• Renzetti Presentation 3004 True Rotary Vise A professional-grade true rotary fly tying vise priced at $479.99, targeting serious fly tying enthusiasts.
• Orvis SSR Fly Reel Orvis SSR fly fishing reel available in a price range from $319.00 to $419.00 for fly fishing customers.
• Orvis Clearwater 6-Piece Fly Rod A 6-piece fly rod from Orvis's Clearwater series, priced at $298.00, designed for traveling anglers and travel-friendly packing.
• Orvis Dricast 1/4 Zip A performance 1/4 zip shirt from Orvis priced at $89.00 for outdoor and fishing use.
• Orvis Sun Defense Hoodie A sun protection hoodie from Orvis priced at $89.00, designed for extended outdoor exposure.
• Orvis Wet Wading Socks Specialized socks for wet wading, priced at $44.95, intended for fly fishers using wading boots in water.
• Orvis Merino Quarter Zip Sweater 2.0 A merino wool quarter zip sweater priced at $99.00 (reduced from $149), for layering during outdoor activities.
• Orvis Men's Drift Jacket A men's drift jacket priced at $119.00 (reduced from $210), designed for boat-based fly fishing and outdoor use.
• Orvis Men's Drift Vest A men's drift vest priced at $99.00 (reduced from $169), a fly fishing utility vest for carrying gear on the water.
• Orvis Men's Pro Insulated Hoody A premium insulated hoody from Orvis's Pro line, priced at $269.00, for cold-weather outdoor activity.
• In-Store Hunting and Fishing Licenses Customers can purchase state-issued hunting and fishing licenses in the physical Challis, Idaho storefront, with expert staff guidance on local laws and regulations.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Trout's Fly Fishing: Long-standing independent fly fishing retailer with deep curated selection of gear, apparel, and flies. Matches Bent Rod's specialty retail model, customer base, and reliance on expert staff.
• The Fly Shop: Independent fly fishing specialty retailer based in Redding, California, offering rods, reels, apparel, and destination travel. Directly comparable to Bent Rod as a small, expert-led fly fishing shop with both physical and online presence.
• Blue Quill Angler: Independent fly fishing shop with both storefront and e-commerce offering premium rods, reels, and apparel. Closely comparable in size, assortment, and merchant model to Bent Rod.
• AvidMax: Online fly fishing specialty retailer carrying rods, reels, tying materials, and apparel. Comparable to Bent Rod's e-commerce offering even though AvidMax is online-only and lacks a physical storefront.

Broad incumbents

• REI Co-op: Cooperative outdoor retailer with strong fly fishing and camping assortment. Competes with Bent Rod for the same outdoor recreation customer, especially through its online channel.
• Cabela's: Large outdoor retailer (now part of Bass Pro) overlapping with Bent Rod on rods, reels, hunting gear, and apparel, with much broader selection and national reach.
• Bass Pro Shops: National outdoor and fishing retailer with massive assortment and pricing power. Competes with Bent Rod across fly fishing, hunting, and camping categories, though it does not serve the hyper-local Challis, Idaho specialist niche.
• Orvis: Heritage fly fishing and outdoor brand that is also Bent Rod's primary supplier. Orvis sells directly to consumers through its own catalog and stores, making it both a wholesale partner and a direct competitor in the same fly fishing specialty retail category.
• Sportsman's Warehouse: Outdoor sporting goods retailer with hunting, fishing, and camping categories. Overlaps with Bent Rod's hunting and outdoor gear offerings, particularly via online.
• Scheels: Regional sporting goods chain with full-line outdoor, hunting, and fishing departments plus a strong in-store experience. Competes with Bent Rod for general outdoor consumers in the broader Idaho/Northern US region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bent-rod

Revenue estimate

Valuation estimate

Number of profiles

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 Bent Rod