Fishing takes us to all sorts of places we might otherwise never see. Park Falls, Wisconsin, is one of those places. Out-of-state plates usually belong to folks who know it's home to the St. Croix Rod Company. Their pilgrimage takes them up to this remote hamlet of North Country to see where IPC® technology was first conceived and refined. To stand near the place where St. Croix aligns the latest advances in technology with time-honored handcrafting techniques to build some of the finest fishing tools available. To feel the presence of the computer developed by St. Croix, to ensure our blanks are built to the highest standards in the industry. A standard that ultimately means the rods themselves cost less. A standard that ultimately means the rods themselves cost less. In Park Falls, they also find what might be the only rod company that employs engineers to work alongside rod designers. And, finally, these mighty pilgrims find themselves aligned with the soul of fishing by simply breathing the same air that fuels the hand-assembly of nearly every St. Croix rod.

Early History

St. Croix's history reads as the straight definition of hard work and determination. In 1948, co-founders Bob and Bill Johnson, both avid fishermen, decided to construct and sell landing nets. Their quality nets (complete with cedar handles, ash hoops, and hand-sewn netting) proved too costly for most sportsmen.

A brainstorming session saved the then fledgling company. Perusing a display of cane fishing poles, the brothers decided to modify them to make them portable. They cut the poles into three shorter lengths and fitted them with brass ferrules. A local hardware merchant immediately ordered 500 rods, and the St. Croix Rod Company was born.

Brother Doug Johnson and cousin John Olson joined the new venture. It is not clear how they decided upon the company name, but since the St. Croix River bordered their stomping grounds of Minnesota and Wisconsin, it is surmised that this was how the namesake was chosen.

Efforts turned to expanding the product line and improving production equipment. Olson, an expert machinist, built much of the equipment that was used for many years. Originally based in Unity, Wisconsin, the busy company soon needed to open a second plant in the nearby community of Loyal. Within the first year the payroll grew from eight employees to 90.

A summertime fishing trip in 1953 introduced the St. Croix's owners to the Park Falls area. Once again St. Croix needed room to expand and the Park Falls Area Industrial Development Corporation courted the owners with friendliness and attractive incentives. The company celebrated its grand opening in Park Falls in November of 1954.

Over the years, there were a variety of goods manufactured that were essential to the development and success of the company. Solid and tubular rod blanks were sold to other companies such as Zebco and Waterking. Private brand rods were created for Orvis, L.L. Bean, Cabela's, South Bend, Cortland and many others. Sundry items such as Department of Natural Resources shocking rods and landing nets, pool cues and marine antennas all contributed to the company's longevity.