It takes a lot of hands to produce a St. Croix fishing rod — 32 pairs to be more precise… and sometimes more. The point is that every rod we manufacture is carefully crafted, assembled and tested by passionate professionals who want to ensure you have the best fishing experience possible. Get to know the men and women behind the St. Croix brand.
Something remarkable happens when you act on your convictions. You find focus, decisions become clear and your fear of failure fades. When Gordon Schluter returned to his northern Wisconsin home in 1977 to revive a struggling fishing rod company, he had one simple purpose – to create fishing rods that give anglers the upper hand. This driving passion still propels St. Croix today. Now operated by Gordon’s sons, Paul, Jeff and David, St. Croix continues to challenge itself to live up to this ideal.
"The paint on the rod should shine off the water."
"I treat every rod like it's my first"
"True craftsmanship comes with years of experience."
"We aim to be flawless on every rod."
"The integrity of each rod depends on me."
"I accept nothing but perfection on each rod."
"I take care of your rod - I know it's an investment."
"We are always looking for the next challenge."
"I travel 40 miles each way to pick up rods."
"It's on me to make sure these rods stay protected."
"Attention to detail is crucial."
"I ensure St Croix’s standards are met every day."
"I love showing people how much care goes into their rods."
"I love to hear the different fishing adventures and then help get the right rod into our customers hands for their fishing needs."
"Our employees take pride in their work, no matter their role."
"Hearing our customers' stories reminds me why I do what I do."
"We have the most loyal customers that believe in us."
"Innovation is our specialty."
"My role is to instill a genuine realization and appreciation of our company beliefs in every St. Croix team member."
"Our aggressive product development has positioned us best to serve the angler looking for the upper hand on the water."
"I am focused on protecting and enhancing our brand to benefit our consumers and partners."