Every year the American Sportfishing Association hosts ICAST, the world’s largest tackle trade show. At the event, rod, reel, line, lure and accessories manufacturers unveil their latest and greatest products. These new products can then be entered in one of several categories in the hopes of winning a new product award. All of the various award winners are then placed in consideration for the coveted Best in Show award.

In 2024 PENN, a longtime rod and reel manufacturer based in Philadelphia, took home the Best in Show award for its Fathom Electric reel, the first electric reel with an integrated battery. PENN is owned by Pure Fishing, which also owns Berkley, Abu Garcia, Fenwick, Ugly Stik, Pflueger, Plano, Frabill, Stren and several other brands.

To get a better understanding of how much research and design goes into product development, we sat down with PENN Senior Category Manager Ben Joyce and Capt. Rush Maltz, a Florida Keys-based PENN ambassador and host of a fishing television show.

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