About Us

Most anglers are surprised to learn St. Croix wasn’t always considered to be the finest fishing rod available. True story – and one we never forget. Our path has taken many different twists and turns, some being more successful than others. But our occasional missteps have never defined us. How we have responded to them most certainly has.

When Gordon Schluter returned to Wisconsin to take control of the struggling company in the 1970s, St. Croix Rod’s future came into focus. With a gritty determination, he rolled up his sleeves and re-worked the company’s entire product line. Joined by his three sons and daughter, the next generation continued to carry the torch. Together, they ultimately built the most advanced fishing rod facility in the world, and with it, a world-class brand that has earned the respect and admiration of anglers around the planet. It was only after these accomplishments, would we accept the moniker, “Best Rods on Earth.” And we did so, not to commemorate an accomplishment, but to challenge ourselves, our employees and our partners to be the best every day.

St. Croix’s sense of community has and continues to be strong. Our Factory Store has been servicing the needs of Northwoods anglers for decades. Countless anglers have relied upon St. Croix for their rods, reels, tackle, bait and …. and maybe even a little help on where “they are biting”. Come to Park Falls and experience for yourself… or now, you can look us up on-line at our dedicated Factory Store website.