16/07/2026
Angling brands are not struggling to make products visible.
Most new tackle launches now arrive with strong photography, video, sponsored anglers, influencers and retailers all helping to put them in front of the customer.
The problem is that visibility doesn't automatically create confidence, particularly in a sport where habit, familiarity and belief play such a big part in the products anglers choose.
We have all seen anglers try something new, only to return to the hook, line, feeder or bait they have trusted for years when the fishing becomes difficult.
That's not because the newer product is necessarily worse. It is because confidence has been built through repeated use and consistent results, and that is difficult for any brand to replace with a video or social media post.
The same applies at retail level. Brands are not only competing for the angler’s attention, they are competing for the confidence of the retailer, the recommendation across the counter and the floor or wall space that comes with it.
In my latest newsletter, I look at why confidence is one of the most valuable assets in the angling trade, how it influences both anglers and retailers, and why brands that understand the customer relationship will be in a much stronger position to retain them.
The biggest challenge facing angling brands is not visibility. It is confidence. Read the full article below.
The angling trade isn’t short of good products, nor is it struggling to make those products visible. Most established brands now have experienced marketing teams, consultants, sponsored anglers, content creators and influencers working to place new launches in front of the customer, while retailer...
