In this episode of Mastering Rod Building, host Bill Falconer welcomes two pivotal guests: Roger Seiders, the legendary founder of Flex Coat, and Brooke Oliva, president of Foundation Outdoor Group—the new stewards of the iconic brand. After nearly five decades at the helm, Roger reflects on Flex Coat’s origins, its impact on the rod building community, and the personal journey that led to this major transition.

Brooke Oliva shares how Foundation Outdoor Group came to acquire Flex Coat, what drew them to the brand, and their commitment to preserving the trusted formulas and equipment that have become industry standards. Together, they discuss the seamless handover, the importance of maintaining quality and consistency, and exciting plans for future innovation—including updates to Flex Coat’s renowned tools and the introduction of new products.

Listeners will hear behind-the-scenes stories from Roger’s entrepreneurial journey, insights into the evolution of rod building, and what the next generation of builders can expect from Flex Coat under its new ownership. Whether you’re a longtime Flex Coat user or new to the craft, this episode offers a heartfelt look at legacy, stewardship, and the enduring spirit of the rod building community.

Mastering Rod Building is brought to you by Anglers Resource — your source for genuine Fuji Tackle components.