News

The tackle trade is reeling from the death of St Croix brand co-owner David Schluter, who has passed suddenly at the age of 61.

David co-owned the US fishing rod manufacturer St Croix Rod and its wider brand family, along with surviving siblings Paul, Jeff and Pam Smylie, who bought the company from their father, Gordon, back in 1990.

David graduated from Park Falls High School in 1982 and attended UW Eau Claire and the University of Arizona, where he earned a degree in engineering. He worked for Kohler Company in Sheboygan for a time before returning home to Park Falls to work with his father and brothers at St Croix Rod.
In a statement from St Croix, it said that throughout his 35-year career there, David was known and respected for his intelligence, work ethic, practical problem-solving skills and relentless focus on innovation.

Dave was passionate about St Croix’s brand, processes, and people. He was very proud of what his father had accomplished in saving the company twice in its history.

He would advance to vice-president of manufacturing, then vice-president of product ,anagement, leading manufacturing and product development at St Croix for over a decade before retiring to continue leadership on the company’s board of directors.
During his tenure, he spearheaded many innovations, including Solidworks 3D modelling in the early 2000’, which greatly enhanced the business’ design and manufacturing capabilities. He also enjoyed traveling and seeking out new materials and suppliers to make its rods even better for anglers.

He instituted regular improvements to the manufacturing process, which resulted in continual quality and efficiency improvements while reducing waste.
Inside and outside of the workplace, David was said to be kind, reserved and dependable. He enjoyed woodworking, hunting, fishing, making maple syrup and spending time outdoors working the land with his tractor.

He valued self-reliance and craftsmanship and took tremendous pride in doing things well. He was strong-willed, offered good advice and lived with a quiet integrity.

His legacy is one of strength, hard work, and care for others, especially his children, Hunter, Megan and Elsa, to whom his life was devoted.