Cox Enterprises has appointed Jim Coates as CEO of Loop Tackle AB, the UK-based maker of fly-fishing equipment and conservation-focused outdoor gear. Coates has served as the company’s president and COO since 2024 and now succeeds Gordon Sim, who led the company for over 12 years. He will transition into the new role of chief conservation officer to advance Loop Tackle’s vision and deepen its mission to “protect wild fish in wild places.”
This leadership transition comes as Loop Tackle enters a new chapter under Cox Enterprises, which acquired the company in the fall of 2024 as part of its broader investment strategy in sustainable businesses and technologies. Loop Tackle’s business practices are reported to “align closely with Cox’s mission to build a better future through environmental stewardship and innovation.”
“Jim has already demonstrated a passion for the business and a remarkable talent for leading the organization’s focus on innovation and new product development,” said Alex Taylor, chairman and CEO, Cox Enterprises. “We want Loop to lead the market in innovation and in connecting customers with more experiences deeper into nature. He and Gordon will work well together.”
With extensive experience in sales and marketing, Coates joined the company as a consultant and held leadership roles at Velux, where he focused on creating better living environments for people worldwide.
“I’m honored to lead a company whose heritage is so deeply rooted in environmental respect and outdoor passion,” said Coates. “We’ll continue to push boundaries in fly-fishing innovation while doubling down on our mission to protect the rivers and wild fish populations that inspire everything we do.”
The company said that under Sim’s leadership, Loop Tackle built lasting relationships within conservation and angling communities and became known for craftsmanship and ecological responsibility. As chief conservation officer, Sim will continue to mentor the next generation of leaders.
“The strength of Loop lies not just in our gear, but in the community that surrounds it,” said Sim. “Together, we’ve built something enduring, and I look forward to deepening our impact as we continue to protect and preserve the waters that bind us all.”
Founded in Sweden in 1979 by Christer Sjöberg and Tony Karpestam, Loop Tackle has spent decades cultivating a passionate global community of anglers who share a reverence for wild places. Today, the brand is focused on driving growth in the U.S. and abroad, following the recent launch of its colored Classic reels, and with several exciting new products in development.
Images courtesy Loop Tackle
