A decade of TronixFishing
In 10 years this innovative company has come a long way from selling swivels on eBay…
How an innovative company made its name.
Ten years ago, George Cunningham spent his weekdays busily working as a local plumber in his native West Sussex, with his weekends dedicated to sea angling for pleasure or competitively.
Fast-forward a decade, and George is no longer plying his trade as a plumber. Instead, he finds himself at the head of one of the largest sea angling and lure fishing distributions businesses in the UK. For George is the founder and brains behind the fast-moving and innovative tackle company TronixFishing.
A common denominator across the angling world is that fishing-based businesses are often stumbled into rather than created with a long-term vision. A glance across famous angling brands and their back stories often tells of a person in love with angling using their business acumen, trade, skill or a combination of these to create products as a sideline to their main business. This sideline can sometimes become a monster, consuming the original business, forging an opportunity and a market for itself that leaves behind whatever that person did previously.
Often, these passionate individuals, while not realising their true calling before it unexpectedly falls before them, can see opportunities that others don’t…a category to which George firmly belongs.
ON TO SOMETHING
On a bright, sunny morning on Wednesday, February 7, 2007, George received a package. It contained some swivels and rig components that he was selling through eBay. This time though, his supplier had included some mackerel feathers in packaging ready to go. As soon as George cast his eye over the samples, he knew they were far too good to sell online. Pounding the pavements of his local tackle shops, he sold out in no time. He knew he was on to something.
Originally called Tronix, Tronixpro, as the sea brand became known, expanded rapidly. The product range grew with more rigs, components, hooks, booms and rubber stops. As traction took hold, more and more shops wanted his products and George soon realised that plumbing might have to take a back seat.
Moving into new premises on an industrial estate that George had once helped to build, this fledgling brand was about to be launched. Early products included the Tronixpro Rig Winder and Rig Winder Box aimed to solve the problem of pre-tied messy rigs. Not a new design, but one that was refined with a price that made it more viable for the everyday angler. It revolutionised the way that anglers would store and organise their rigs. Such was its popularity, that Tronixpro Rig Winders became the byword for rig storage.
BOLD DECISION
Refreshing in times where sales and profits can often outweigh giving the customer something different, Tronixpro has never shied away from trying something new, helping to introduce and standardise products that, until a few years ago, would have been unthinkable to use in the UK.
For example, Tronixpro was one of the very first suppliers to invest in and push the three-piece rod market.
Tronixpro took the bold decision to produce a range of Continental-style rods specifically for the UK market, enlisting England Internationals Callum Graham and Saul Page to create four rods for UK anglers. The Medusa is the flagship model; multitipped, it’s one of the most versatile match fishing rods available. The Cobra GT and Cobra Light are two rods designed specifically for the general British sea angler. The Viper is an affordable, all-round tool, designed to help anglers who have never used a Continentalstyle rod ease into the genre.
As Tronixpro has grown, so too has the company’s HTO brand. This was set up in 2010 to help make modern lure fishing accessible and affordable. Flagship products, such as Luregame and Rockfish rods, have helped bring modern lure fishing to a new audience. With more than 15,000 sold, the Rockfish LRF rods are one of the most successful rod launches in modern times.
A comprehensive range of light lures has been developed in conjunction with experienced Prostaff, and HTO never stops creating innovative products. In 2016 there was the launch of a full range of slow-jigging products, designed to capitalise on this new and exciting way of fishing jigs.
FUTURE OF ANGLING
While the main aim of Tronix-Fishing is to make quality, affordable fishing tackle, it also realises its responsibility to the sport and trade too. The business supports several initiatives to help participation at both freelance and competitive level.
Recently, the Tronixpro brand became the main tackle sponsor of FIPS-M, the world governing body of sea match angling. The deal - described by George as ‘a win win’ - is unique in that it not only provides exposure for the brand, but also helps anglers of the future too. The deal will dramatically reduce the barriers and costs for junior and youth anglers to compete at the highest level for at least the next three years.
Such is George’s belief in giving younger anglers as much support as possible, that until recently George was the assistant manager to the England Junior Team, helping to shape the angling stars of the future. The company has also appointed several Prostaff members who are junior and youth internationals to help develop and provide feedback on tackle. This is important because it is vital that the younger angler is involved at every level if we’re to keep angling as a viable pastime for years to come.
Support doesn’t end at the youth level either. Tronixpro is heavily involved with the England set-up and is the official team sponsor of Tronixpro Team England for Men’s, Ladies, Youth and Junior shore angling teams. Recently, the company also signed a deal to become the official sponsor of the Dutch Senior and U21 shore angling teams too, as it enhances its presence in Northern Europe.
The last decade has been a busy and exciting one for TronixFishing, with new product launches and more help promised for helping bring more people into sea angling. The next decade looks even brighter.