ICAST Report: Women The Target of Fishing Industry
More than 15,000 representatives from the recreational fishing and boating community converged on the Orange County Convention Center (OCCC) in Orlando, Fla., July 10-13, for the 61st International Convention of Allied Sportfishing Trades, known as ICAST.
Produced by the American Sportfishing Association (ASA), the sportfishing industry’s trade association, ICAST is a showcase for new fishing products.
Once again, ICAST lived up to its name. Seeking products of interest to women, the staff of “Ladies, Let’s Go Fishing!” (LLGF) found plenty of innovations as well as exciting industry announcements.
Focus on the Future of Fishing
Women and girls are the target for industry growth. The Recreational Fishing & Boating Foundation (RBFF) is making progress with their “60 in 60” campaign to engage the industry to get 60 million anglers actively engaged in the sport in 60 months. To support the initiative, the RBFF has Angler R3 Recommendations for agencies to recruit, retain and reactivate anglers. It’s already working, as active anglers have increased from 42.7 million anglers to 49.1 million anglers as announced at the show.
LLGF participates in this effort through offering immersion-style programs for women, including fishing education, hands-on practice with equipment provided, networking and an on-water charter boat fishing experience. The program taps into the growth potential of the female sector, comprising roughly one quarter of the nation’s 42.7 million anglers and holding a lead role in the family’s recreational decisions. 45 percent of first-time fishing participants are female.
Innovative Products to be Seen in Stores Soon
The show floor was immense, taking a half hour to walk from end to end. There were too many products to list individually, so we will focus on trends we noticed:
- New developments in apparel to keep you cool and dry
- Kayaks and paddleboards designed to accommodate fishing equipment
- A surge of power-propelled kayaks
- Boatloads of new coolers and tumblers
- Electronics to integrate a myriad of boat functions on one device
- User-friendly developments for kayaks and paddleboards (a rapidly emerging market)
- Tackle designed especially for women, with lighter reels and color accents
- Lighter and stronger tackle
- Electronics with improved ability to locate fish
- Thinner line with more strength
- Tackle storage designed for the elements
- Lightweight breathable rain gear
- Sunglasses with lightweight frames, lenses to help see the fish
- Life-like lures with more features
- Shallow water anchors with more features and length
- New, productive fishing apps
- Overall: lighter, brighter and better equipment
About Women and Fishing:
Southwick Associates President Rob Southwick reported, “Women are a huge part of the outdoor market and influence spending decisions by others in their households. Smart companies need to reach out to the female segment. Their impact on the outdoor industry is far reaching.”
Southwick added, “Women outdoors enthusiasts are so prevalent they cannot be ignored. Companies that continue to focus solely on male consumers are leaving a lot of potential customers—and dollars—behind. It’s critical that companies better understand this emerging market.” Southwick’s free Women in the Outdoors 2014 report is available at www.southwickassociates.com
ICAST Best of Show Awards:
As an example of the most popular new products at ICAST, here are the awards presented:
- Best of Category and Best of Show – Electronics – Garmin USA
- Product: Garmin Panoptix LiveScope
- Best of Category – Boating Accessories – Johnson Outdoors Marine Electronics, Inc.
- Product: Minn Kota Ultrex with MEGA Down Imaging
- Best of Category – Boats and Watercraft – Jackson Kayak
- Product: 360 Angler
- Best of Category – Eyewear – Costa Sunglasses
- Product: Baffin
- Best of Category – Footwear – Rivers Edge Products
- Product: Fish Sandals
- Best of Category – Giftware – Number 6 Brands
- Product: Cauldryn Coffee
- Contact: Jason Shinn jason@number6brands.com
- Best of Category – Lifestyle Apparel – AFTCO/American Fishing Tackle Company
- Product: Hexatron Performance Fleece
- Best of Category – Technical Apparel – AFTCO/American Fishing Tackle Company
- Product: Hydronaut Heavy-Duty Waterproof System
- Best of Category – Fishing Accessory – YETI
- Product: YETI Tundra Haul
- Best of Category – Fly Fishing Accessory – YETI
- Product: YETI Panga Backpack 28
- Best of Category – Fishing Line – PowerPro
- Product: PowerPro SuperSlick V2 Brand
- Best of Category – Kids’ Tackle – AnythingPossible
- Product: Kid Casters DUDE PERFECT Fishing Kit & Casting Game
- Best of Category – Tackle Management – Tak Logic Lure Lock
- Product: Lure Locker
- Best of Category – Terminal Tackle – Rapala
- Product: VMC NEKO Skirt
- Best of Category – Freshwater Hard Lure – Westin
- Product: Freddy the Frog
- Best of Category – Saltwater Hard Lure – 13 Fishing
- Product: Octopi
- Best of Category – Freshwater Soft Lure – LIVETARGET
- Product: LIVETARGET Hollow Body Crawfish
- Best of Category – Saltwater Soft Lure – LIVETARGET
- Product: LIVETARGET Fleeing Shrimp
- Best of Category – Fly Reel – SEiGLER Reels
- Product: Seigler MF Fly Reel
- Best of Category – Freshwater Reel – Shimano American Corporation
- Product: Curado DC Baitcasting Reel
- Best of Category – Saltwater Reel – Shimano American Corporation
- Product: Tekota 500 Levelwind Reel
- Best of Category – Rod & Reel Combo – Lew’s Fishing
- Product: Team Lew’s® Custom Black LFS Combo
- Best of Category – Fly Fishing Rod – St. Croix Rods
- Product: Mojo Trout
- Best of Category – Freshwater Rod – St. Croix Rods
- Product: Legend Glass
- Best of Category – Saltwater Rod – St. Croix Rods
- Product: Mojo Yak
ICAST 2019 will be held in the North/South Building at the Orange County Convention Center, Orlando, Fla., July 9 – 12, 2019.
For more information on “Ladies, Let’s Go Fishing!” visit www.ladiesletsgofishing.com.
For complete ICAST information, visit www.ICASTfishing.org.
About “Ladies, Let’s Go Fishing!”
The Ladies, Let’s Go Fishing Foundation (LLGF) is a nonprofit 501C3 organization dedicated to attracting women and families to fishing while encouraging conservation and responsible angling. Known as the “No-Yelling School of Fishing,” LLGF conducts weekend, immersion-based educational programs in multiple regions of Florida with classroom presentations, hands-on practice, networking and an option to fish from boats or land, depending on the venue. No equipment or experience is necessary. The organization also offers fishing experiences and international trips.
Founded in 1997 by Betty Bauman of Ft. Lauderdale, Florida, LLGF has over 8,000 graduates from around the country, representing the largest organization of its kind. The effort is supported by sponsors and donors. Both Bauman and the University series are known nationally in the fishing and marine industries. The organization has earned rave reviews from media including Inside Edition, The Early Show, NBC Nightly News, CBS, Good Morning America, Outdoor Life Network, USA Today, the Wall Street Journal, Southern Living and more.
The program focuses on Florida, the top state for fishing and boating and plans to expand to other states based on appropriate funding. Women have traveled from 42 states to attend. The operation is dependent on industry support to offer affordable programs to new or lapsed anglers.
Contact: LLGF, phone 954-475-9068, email: fish@ladiesletsgofishing.com, website: www.ladiesletsgofishing.com, Facebook: www.facebook.com/ladiesletsgofishing
