GSM Outdoors reported it acquired Phenix Rods, marking the company’s entry into the fishing rod space. Terms were not disclosed.

Established in 1977 and based in Santa Fe Springs, CA, Phenix rods and fishing accessories support freshwater and saltwater anglers.

“We were only looking for something special to be our flagship brand when entering the rod category,” explained Crispin Powley, GSM senior vice president of fishing. “There was zero doubt or hesitation that Phenix was the one when the opportunity came about. This brand has a legacy and tradition that is second to none. It’s a unique and superior product that we can’t wait to put our resources behind.”

“Our fishing team was adamant that Phenix was the perfect brand for GSM to lead the category with,” said Edward Castro, CEO of GSM. “The previous ownership has done a tremendous job, and I feel certain that we can elevate Phenix even more through design, innovation, and our distribution channels.”

Photo courtesy Phenix