St. Croix Rod – the family-owned, American fishing rod company with a 70-plus-year history of handcrafting the Best Rods on Earth® – announced today the hiring of the Sherman Sales Team to lead its West Coast sales efforts. John Sherman, Jose Rubio and Keoni Watson will leverage their individual passions for fishing and extensive fishing-industry experience on behalf of St. Croix to support St. Croix dealers and anglers throughout California, Arizona, Nevada and Hawaii.

St. Croix Director of Sales, Steve Self, is excited by the path forward with the Sherman Sales Team. “In our model, the work and involvement of our Sales Representatives extend beyond the Sales Team itself,” he says. “They’re extensions of our Marketing, Communications and Product Development Teams, as well. We rely heavily on them for feedback from our dealers and anglers in the specific regions they represent, so we can make sure we’re constantly achieving our primary mission of giving anglers the upper hand in any angling situation. Ultimately, that means delivering the specific rods they want and need for where and how they fish. John (Sherman) and his team have already established those kinds of connections with the West Coast angling community, and we couldn’t be more excited about tapping their expertise for the benefit of our western anglers and dealers.”

John Sherman has been in the fishing industry for 25 years and has represented premier brands like Simms Fishing Products, Sage Fly Rods, Umpqua Flies, Rio Products, Scientific Anglers, Waterworks Lamson, Buff and Hatch Outdoors, to name a few. His angling background and passions are diverse. When he isn’t fishing, he’s taking photos of fishing. Sherman has fished and photographed fishing around the globe, and his images have been published in several popular fishing publications such as Field & Stream, The Drake and Fly Fisherman.

“There’s no other brand in the fishing industry quite like St. Croix,” Sherman says. “It’s a family-owned, American company with an incredible leadership team making exceptional, angler-driven products. Our Team is really proud and very excited to be representing St. Croix on the West Coast, where our anglers have some pretty specialized needs. We’re looking forward to working with our anglers and dealers, Steve and the rest of the St. Croix Team to grow St. Croix’s influence and sales.” John lives in Discovery Bay, California on the San Joaquin / Sacramento River Delta with his wife Natih, daughter Kalum, son Kasix and dog Miller. @fishcalifornia @johngsherman

Jose Rubio brings solid fishing and retail backgrounds to the Sherman Team, which mesh perfectly with his infectious smile, outgoing personality and “can do” attitude. Rubio worked the fishing department at Sweeny’s Sports Shop in Napa for the past 3 years in both the fly and conventional sections of the store. Prior to Sweeny’s, he worked for Leland Fly Fishing Outfitters for two years, started a fly fishing club at his high school and has been a casting instructor at the Golden Gate Angling and Casting Club for the past four years. He also works part time as a fishing guide. @rubio505

Even farther west, Keoni Watson is a big-wave surfing legend and lifelong angler turned sales representative, serving the Hawaiian Islands for almost 25 years now. Born and raised on the west side of Oahu, Keoni grew up surfing, fishing, and paddling in Hawaiian waters. After a career as a professional surfer, Keoni got his start as a sales representative in the action sports channel for Billabong, covering Hawaii, Tahiti, Guam, and the Marshall Islands. Today, Watson’s brand portfolio has great reach and depth in the outdoor and fishing channels. He’s extremely excited about the opportunity to give St. Croix an even stronger home in the Islands by taking the St. Croix story to this key saltwater market. @keoniwatson23

Among other promotions, Sherman Sales hosts two of the largest pro events in the country. Pro Delta Day is held each November on the banks of the California Delta, and Nor Cal Pro Day is held annually in Redding, California. The Sherman Sales Team looks forward to leveraging its significant sales, marketing and social media experience, working with St. Croix’s Marketing Team to drive awareness and engagement for St. Croix dealers and anglers on the West Coast and the Hawaiian Islands. The Sherman Sales Team assumes its new role with St. Croix immediately. Contact John Sherman at