Rapala USA announced that Travis Tuma, VP of Sales, will succeed Marcus Twidale as president. After four years of leadership, Twidale will return to Europe in his new role as VP of the Rapala brand and group strategic brand management.
“With these leadership changes, we are building on a strong foundation and positioning Rapala VMC for a dynamic and exciting future,” said Cyrille Viellard, president and CEO of the global Rapala VMC company. “I am confident that with Marcus and Travis in their new roles, we will continue to deliver exceptional products, inspire anglers worldwide, and drive the growth of our iconic brands for years to come.”
Tuma joined Rapala VMC in 2006 as a sales manager, bringing over a decade of experience from the fishing retail industry. Since then, he has advanced through the organization, becoming vice president of sales in 2022. Under his leadership, Rapala VMC reports “achieving its highest three-year sales volume.”
“I’m honored to be taking over the leadership role for Marcus,” said Tuma. “Rapala VMC is rich in history and tradition, and I’ve been blessed to be part of such a great company. We have a tremendous team across all aspects of the business with a lot of momentum. Product Development, Marketing, Sales, and Operations are all working together and performing at a high level. My goal is to build around our talented team and continue our strong growth trajectory for many years to come.”
In Twidale’s new role, he will focus on accelerating the implementation of Rapala’s brand-focused growth strategy, launched in early 2025. Looking ahead, Twidale will coordinate all Rapala-branded initiatives.
“I feel fortunate, for my time as Rapala USA’s president, to have lived and worked in Minnesota — the beating heart of the American Midwest fishing market. Experiencing it firsthand has brought a deep appreciation of the passion for fishing and its diversity of styles here in the US,” said Twidale. “I have complete confidence in Travis and the team. They have been instrumental in building our strong US business, and I’m certain they will carry this success forward.”
Image courtesy Rapala USA
