Ferguson-Keller Associates, Inc. and Rogers Sports Marketing announced a formal merger of their two organizations, forming a “single, unified representation network spanning 34 states across the Midwest, Northeast and Southeast.”
The merger extends and formalizes the joint venture the two companies launched in 2024 under the Gen 3 Outdoors banner, which brought their sales and marketing teams together into the Northeast for the first time. The agencies support fishing, hunting and firearms, marine and broader outdoor sporting goods categories.
The merger establishes a unified leadership structure for the combined organization. Sean Kunzer, former president at Ferguson-Keller Associates, will take on the role of president and CEO, guiding the strategic direction, communication, and implementation of the newly combined company across all three regions. Trent Rogers, former president at Rogers Sports Marketing, will serve as EVP, continuing to bring his operational expertise, industry relationships, and Eastern market knowledge into the newly formed management structure. Sandy Larson, a co-owner at Ferguson-Keller Associates, will take on the role of CFO and chief human resources officer, overseeing the financial operations and human resources functions of the combined organization.
Both agencies bring long, family-rooted histories to this merger.
Ferguson-Keller traces its origins to 1956, when Jim Ferguson founded the James E. Ferguson Company to represent sporting goods manufacturers across the Midwest. In 1971, Ferguson partnered with John Keller to form Ferguson-Keller Associates, Inc. Bill Kunzer was named president in 1993 and went on to lead the company for nearly a quarter century before Sean Kunzer succeeded him as president in 2017. Sandy Larson became a co-owner of Ferguson-Keller Associates in 2017 alongside Sean Kunzer, continuing the agency’s multi-generational family leadership
Rogers Sports Marketing was founded in 1950 as Rogers Southeast Associates. The company’s history broadened in 1983 with the merger that formed Sports Marketing South, itself a union of two established sporting goods sales organizations. Trent Rogers was named managing partner in 2016 and president in 2023, guiding the third generation of the company’s leadership in the Southeast.
Kunzer said, “This merger is the natural next step in a partnership that has already proven itself. When we brought Ferguson-Keller and Rogers Sports Marketing together to launch Gen 3 Outdoors in 2024, we saw firsthand how much stronger our factory and retail partners are served when our two teams operate as one. Formalizing that relationship across all three regions lets us bring the same coordinated, high-touch representation to a 34-state footprint that our partners have come to expect from us regionally. Assuming the role of president and chief executive officer (CEO) of the combined organization, I couldn’t be more excited about what this means for the future, and none of it happens without the trust our factory partners, dealers and sales representatives have placed in us through this transition. We are deeply grateful for it.”
“Our two companies have always shared the same approach to this business, frequent, hands-on customer visits and a genuine commitment to the brands and retailers we represent,” said Rogers. “That shared philosophy is what made the Gen 3 Outdoors partnership work in the Northeast, and it’s what made this broader merger an easy decision. Combining our teams across the Midwest, Northeast and Southeast gives our factory partners a level of coordinated coverage that is hard to find anywhere else in this industry. I’m honored to take on the role of executive vice president (EVP) for the combined organization, and I want to thank every factory partner, dealer and member of our sales teams who has supported both of our companies through this process. Their confidence in us is the reason this next chapter is possible.”
Larson said, “Over the past 20 years, I’ve watched this industry evolve time and again, and the only way to keep pace is to adapt and grow with it. Bringing these powerhouse agencies together as one unified team elevates us to the next level. The knowledge and expertise our agencies bring to the table are second to none, and I couldn’t be more excited about what comes next. As we build the financial and human resources foundation to support this new organization, my focus is on giving our people and our partners the same stability and care that has always defined both companies. This is an incredible team to be part of, and I’m grateful for the trust everyone has placed in us as we bring it all together.”
Image courtesy Gen 3 Outdoors
