When Captain Collins Illich was approached by Greg Zwernemann about creating a fishing rod company in Texas, his first response was to advise him against it, saying, “Don’t do it. Take the money, retire and fish.”
“I was out of the industry, guiding full-time and spending time with the kids,” Illich said.
But the owner was persistent. He wanted an American-made rod company that builds rods he could be proud to take to market, feel good about and retire with.
“We chatted a couple more times,” Illich said, finally giving in once he knew he could “build the rods I wanted to fish and make cooler rods to go to market with.”
With that assurance, Illich, who has been in the rod business for 15 years, knew whose rod blanks he wanted to use. He called on his mentor Gary Loomis, who had recommended him for the Sawgrass Fishing Rod startup, and Sawgrass began working with Loomis’ rod company, North Fork Composites, to provide rod blanks. Illich had been a partner in North Fork with Loomis years earlier.
“To not regurgitate products and make cooler rods let us use exotic guide chains, like the upcoming torzite-torzite-torzite-recoil chain, for example,” Illich said. “The strength of small businesses, like Sawgrass, is that you maintain the flexibility to change and make adjustments based on factors like customer feedback and new improvements to components.”
Fishing guide Gilbert Miller, of Midlothian, agreed.
“One of the things I like about small tackle or rod businesses is that when I call, I want to be talking to a person who knows rods or tackle, instead of, hold on and I will connect you with customer service,” Miller said.
Sawgrass’ Chris Ralls builds rods and does just about everything not covered by Illich at the Dallas location.
“I’ve been here about a year,” Ralls said. “Casting rods, because I’m a casting rod user, are my favorite to build. But I’m really starting to have more appreciation for our fly rods. I really enjoy building New Moon fly rods.”
Illich said customer calls are answered by Ralls or himself, and all are welcome.
“We want feedback,” he said. “One of my mentors once said the good stuff will make you happy, but the bad stuff will make you better.”
Illich said he hopes anglers will support the small rod companies, whether it’s Sawgrass or someone else.
“We want everybody that can to fish Sawgrass Rods, and we appreciate the support, but if you are not going to fish us, there are a lot of small rod companies that can use your support more than a big box company,” he said. “At Sawgrass, we are at the highest level of quality we can possibly approach at our price point.”
Miller also is the coach and is a boat captain for the Midlothian Fishing Team.
“I teach my high school kids to buy good equipment, take care of it, and it’ll last a long time,” he said. “Sawgrass is a quality rod. They work for me, and I’ve had no problems with them.”
