After a hectic career traveling all over the U.S. and Europe as a professional cyclist, all Wes Seigler wanted to do after retiring as an athlete was to relax at his parent’s home in Reedville, Va., and fish every day like he did as a kid.
While fishing on the Chesapeake Bay and offshore Virginia, Seigler and his friends soon encountered problems with the performance of the reels they were using. Drawing upon his experience perfecting his own bike gearing and after encouragement from contacts in the cycling industry, Seigler decided to design his own product.
Release Reels was established in 2009. Seigler quickly found himself in the world of POs, RFQs and SKUs and learning what it all meant on the go. He initially started manufacturing in China, but found his intellectual property was leaking into competitors’ products and decided to bring back the manufacturing stateside.
Release Reels makes premium saltwater fishing reels, and the tolerances are very high. The product has to perform perfectly and look sharp. In order to make sure the machining was spot on, he decided to manufacture it himself. Upon being told he couldn’t compete with Asia, Seigler responded, “We can, we just gotta be willing to work.”
The company now operates nine CNC machines and has 10 full-time employees. 100% of the assembly and machining is done in Virginia and 100% of the component parts are made in the U.S. Seigler sources specialty bearings from Florida, gears and springs from Wisconsin and screws from San Diego, all to ensure the product is made in the USA.
“We have to win all categories — that’s the mentality of our company,” said Seigler. Release Reels products outperform in every class — they are smaller and more powerful, while weighing less.
The company also maintains a lifetime warranty on all its products, which no one else in the industry does. “If you purchase a product, I believe you should be able to call somebody and talk to them,” remarked Seigler. “We can fix it inexpensively, since we do all the machining in-house. Customers love the interaction and that carries into their next purchase.”
Release Reels also works with Rappahannock Community College and hires interns with an interest in machining as a career. “Giving a chance to somebody that might not be university bound has been pretty cool. Manufacturing is not what it used to be, it’s technology driven. We run a clean shop and it’s a great environment where people can learn a lot,” said Seigler.
The company’s high standards and customer service have paid off. After beginning with production of 100 reels per month, the company is now selling almost 600 reels per month and building the infrastructure to grow beyond that. They have also expanded into international markets from Europe to Southeast Asia.
“The international market is huge for us,” noted Seigler. “People love an American-made product. Japan has a large fishing industry with some of the top shops in the world there. Being accepted by those customers is a strong statement for the quality of our products.”
As we celebrate Virginia Business Appreciation Month, Release Reels is a great example of the innovation and entrepreneurial spirit alive in the Commonwealth. To learn more why Virginia is a great place to grow a business, click here.
Release Reels Founder and President Wes Seigler demonstrates the company’s premium saltwater fishing reels for a future customer. Photo courtesy of Release Reels.