St. Croix Rod is pleased to announce the hiring of fishing-industry veteran, Steve Self, as the company’s Director of Sales. Self will work closely with all members of the St. Croix Leadership Team and will report to St. Croix CEO, Scott Forristall. His primary responsibilities include leading the St. Croix Sales team, managing operations at the company’s Factory Store and Customer Center, and creating, coordinating, and implementing national sales plans.

Self comes to St. Croix Rod with 35 years of experience in the outdoors industry, over 20 of which include fishing tackle sales leadership. He most recently served as Vice President of Sales for Maurice Sporting Goods and has also worked for both South Bend Sporting Goods and Zebco as National Sales Manager.

“Steve has a strong work ethic and a competitive nature, which have no doubt contributed to his proven record of success in sales and management,” says Forristall. “But he’s also trustworthy, approachable and a team player with high integrity, which I expect to serve him well in this key position. Like other members of St. Croix’s Leadership Team, Steve thrives on working as a team and believes in building overall success by helping individuals succeed. We’re pleased to welcome Steve to the St. Croix family.”

That “St. Croix family” is something Self is equally pleased to be a part of.

“St. Croix’s 70-plus-year history and family ownership is very appealing to me,” says Self, who points out that Maurice Sporting Goods – his employer for 32 years prior to his arrival at St. Croix – was also a family-owned business that traces its roots all the way back to 1920’s. “Both companies are rich in tradition and heritage. That kind of culture adds real value to a brand, because its successes have been earned from core family values, enduring entrepreneurial spirit, and relationships that have withstood the tests of time. That’s what most excites me about this opportunity in Park Falls,” Self continues. “Yet even after 70 years, the quality of St. Croix’s products and customer service continues to just get better and better, and that made coming to work here an even easier decision. I’m extremely grateful for the trust and opportunity I’ve been granted here at St. Croix and couldn’t be more excited to roll up my sleeves and get to work in serving our anglers with the Best Rods on Earth®.”

Steve and his wife of 32 years – Pam, a landscape architect – have three adult children, whom they raised in Illinois. The Self’s, however, are no strangers to Northern Wisconsin.

“We’ve vacationed in Northern Wisconsin for the past 30 years at Pam’s parents’ place in Sugar Camp,” Steve explains. “Every Fourth of July and New Years for our kids’ entire lives – along with my wife’s entire extended family – was spent in Northern Wisconsin. So, the Northwoods is already our second home you could say.”

When not working, Steve describes himself as a very active person who loves spending time in the outdoors. “I enjoy road cycling, mountain biking, fishing and boating, as well as staying healthy through regular exercise,” he says. “No matter what time of year you can always catch me outside doing something to enjoy nature and the outdoors.”

Self began his duties as Director of Sales at St. Croix on February 17.