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Fromson jumps in at deep end with Simms

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Within two weeks of joining Simms Fishing Products, Lee Fromson, was being introduced to visitors at ICAST.

Simms Fishing Products’ new Executive Vice President, Lee Fromson, jumped in at the deep end at ICAST 2015 in Orlando, Florida.

Fromson had spent only two weeks in his new role as head of product and operations before walking into the huge US trade show for the first time last month.

“It’s certainly been very hectic, but also very enjoyable and useful,” Fromson told Angling International as visitors milled around the Simms booth. “It’s a good way to learn quickly and to see how Simms is perceived by its customers.

“My reason for joining Simms was that I like companies that are reaching the point of inflexion. There is a great opportunity for this company to rocket forwards and no reason why Simms should not be right up there as the best fishing company.”

Fromson said that he would not be ‘charging in’ and making changes. “I have learned not to do that. I have a 100-day plan to assess the business and reach some decisions.”

Simms President K.C. Walsh believes he has captured one of the most talented executives in the outdoor industry. Fromson has strong manufacturing and product engineering credentials, having spent 24 years at Cascade Designs, a designer and maker of outdoor, recreational and medical products.

After that, he became Senior Vice President of Merchandising at REI. During his seven years there he helped double the outdoor retailer’s revenue. Over the past year he has been President and COO for Goal Zero, a leader in renewable mobile power.

“Lee will be critical in our quest to drive product innovation and provide better solutions for serious anglers,” said K.C. Walsh, who has known Fromson for 20 years. “He will also help improve our delivery and service levels to our dealers.”

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