Steve Self has joined St. Croix Rod as the company’s director of sales.
Self will work closely with all members of the St. Croix leadership team and report to St. Croix CEO, Scott Forristall. His primary responsibilities include leading the sales team, managing operations at the company’s Factory Store and Customer Center, and creating, coordinating and implementing national sales plans.

Self comes to St. Croix Rod with 35 years of experience in the outdoors industry, over 20 of which include fishing tackle sales leadership. He most recently served as vice president of sales for Maurice Sporting Goods and has also worked for both South Bend Sporting Goods and Zebco as national sales manager.

“Steve has a strong work ethic and a competitive nature, which have no doubt contributed to his proven record of success in sales and management,” said Forristall. “But he’s also trustworthy, approachable and a team player with high integrity, which I expect to serve him well in this key position. Like other members of St. Croix’s Leadership Team, Steve thrives on working as a team and believes in building overall success by helping individuals succeed. We’re pleased to welcome Steve to the St. Croix family.”

“St. Croix’s 70-plus-year history and family ownership is very appealing to me,” said Self, who pointed to the family-owned heritage at Maurice’s Sporting Goods. “Both companies are rich in tradition and heritage. That kind of culture adds real value to a brand, because its successes have been earned from core family values, enduring entrepreneurial spirit, and relationships that have withstood the tests of time. That’s what most excites me about this opportunity in Park Falls.”

Photo courtesy St. Croix Rod