Default author avatar


July 23 2016

After months of planning and preparation, last week found LOOP heading southward to attend the annual ICAST trade show in Orlando, Florida. Now take into consideration we are of Scandinavian origin. Arriving in 100 degree searing heat was indeed a shock to the system for fly fishers from the North.


After some acclimatization to the temperature (aided by some drinks with strange names and umbrellas), the following day the LOOP team were in full flow assembling our ICAST presentation. This year would see the launch of our brand new exhibition stand. Designed in collaboration with Fokus Outdoors and PubSphere team. The booth as 3D mock-up is quite something, but it is beyond impressive to finally see it all at the show.




Wednesday and the first day of the show we hit the ground running. Early feedback about our stand presence is extremely positive and our purpose-built video wall is quite simply a crowd-stopper! We ran a collective of our latest fly fishing media in conjunction with our main media partners Hooke. Soon we were engaging with retailers from all around North America and further afield. Our attendance at ICAST 2016 coincides with the launch of our new global web platform The new site incorporates our exclusive Atlantic salmon lodges in Labrador, Canada as well as our comprehensive range of tackle and clothing.

Amongst our product range reflected on our web platform, we were showcasing our 2016/17 products. The new Evotec CAST rod series, the new NXT double-handed series, the new CROSS SX rod series and bearing in mind we were very much in saltwater country, our new CROSS SW series. This outstanding range of twelve saltwater rods drew great attention from retailers and flats guides alike. These rods were in constant use on the casting ponds.




That evening the LOOP team attended the 8th Annual Drake Magazine Fly Fishing Video Awards. We watched some of the sport’s most talented film makers entertain us with cinematic greatness. Each year the standard just keeps getting better. The 2016 overall winner was the highly deserving Capt Jack Films. For their amazing Chanos Chanos film about fly fishing for mythical Milk Fish.




Our next two days at the world’s largest sportfish show was a combination of hard work, great retailer engagement and the opportunity to connect with key manufacturers in the industry. We also had the opportunity to catch up with many old friends within the industry and off course, make a number of new ones. ICAST is surrounded with good positive vibes. It is great to see exciting new innovation within the sport of fly fishing. LOOP are delighted to be part of such a strong reflection of the modern fly fishing business. Our commitment to ICAST 2017 is to further enhance our fly fishing range and our presence at this prestigious event.

Close video panel