We believe fishing is for everyone – from absolute beginners to seasoned pros. It’s about filling your tackle box with stories and sharing those moments of wonder with your friends and family. We strive to be your trusted resource and promise to deliver on high quality, innovative products.


At 109 Years young we think we know a thing or two about tradition. We encourage sharing knowledge – where you fish, what you use, how to use it – and storytelling.   We live the culture – we celebrate authenticity and encourage new traditions too. We fish here.


We are in it for the long-haul. That takes great partnerships with employees, retailers, supply chain folks, brand ambassadors, pro staff, and you, the customer. Our collective natural resource is also a lifetime partner – we give back. We’re here for life.