Retailers are the key to keeping newcomers fishing says industry leader
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The head of one of Europe’s top fishing tackle suppliers has endorsed Angling International’s call on the industry to make the most of the surge in participation and has urged retailers to take a leading role.
In the Welcome column of the September issue Editor Anthony Hawkswell told readers that the trade has been given a golden opportunity to protect the future of the industry by building on the increased popularity of the sport.
The comment struck a chord with Hans Maasbøl, the CEO of Svendsen Sport. In an email to the magazine, Maasbøl wrote: “Thank you for raising the issue in your Welcome. There is a huge job for brand owners – including Svendsen Sport – but an even bigger one for retailers to actually inspire these new anglers by getting the passion of fishing across and ensuring their participation in the sport is not a summer flirtation, but will last into the next season and beyond.
“This cannot be done by traditional means and requires imagination and going out to where these new anglers are. These initiatives can include renting pop-ups located in shopping malls and city centres on short-term leases or setting up small mobile units on the bank or coast where people are fishing.
“Retailers need to be going out to attract those people who are not visiting their shops – there are a vast number of them out there and tackle dealers should not be happy only with increased spending from their regulars.”
Maasbøl also champions using what he calls the ‘oldest trick in the book’ when it comes to local advertising – the humble flyer. He said: “They can be a useful weapon. They can be distributed to all households because of the universal appeal of fishing which covers all demographics. This can be done in conjunction with a local sports club for a very low cost, for example.
“The opportunity is here right now. With no concerts, Olympics or football to watch this year we will not get a better chance to make sure that newcomers who started fishing following the COVID-19 pandemic are still fishing this time next year.”