St. Croix Rod announced the hiring of Tom Larimer as fly fishing brand manager.
Larimer brings over 25 years of experience in the fly-fishing business to his new position at St. Croix, the past seven of which were earned as National Sales Manager for G.Loomis Fishing.
Larimer got his start working for Deschutes Angler Fly Shop in Maupin, OR, and spent a few years guiding for them. Larimer eventually started his own business in 2006. Larimer ran Larimer Outfitters, primarily serving steelhead and trout fly anglers on the storied Lower Deschutes River, until going to work for G. Loomis Fishing in 2015. Additionally, Larimer has served as an advisor, ambassador and product designer for several prominent fly-fishing companies over the past two decades.
“My obsession with fishing has always been driven by innovation,” said Larimer. “I’ve owned four companies and love building brands. In St. Croix’s case, it already has vast knowledge and technology born from 75 years of serving anglers, a unique company culture and identity, and highly talented people – top to bottom – who love coming to work there every day. I like the longstanding tradition of continual improvement in Park Falls; things are never good enough and there are always changes that can be made to improve experiences for the angler. There’s a humbleness there that I appreciate, too. So many of the pieces are in place, and it’s obvious to me that St. Croix’s Leadership Team knows what it will take to compete in today’s fly-fishing market.”
“We couldn’t be happier to welcome Tom to our St. Croix family,” said VP Marketing, Jesse Simpkins. “We are committed to handcrafting more and better tools for all anglers, and that requires a focused expansion into fly fishing, where our technologies, materials, resources, and Tom’s knowledge and expertise are already being leveraged to meet the needs of the fly-fishing market in exciting new ways.”
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