Salmologic update – november 2014
The time has come for us to start revealing a bit more about our company philosophy and what salmologic is all about. We will do this in a series of updates on our website during the next two months, prior to introducing our complete and innovative product line for the coming years. I have several points I would like to share before the official product launch of salmologic on February 15, 2015.
It’s not just about what you use
– it’s knowing what to do with it
The technology in fly rod production advances at an extremely slow pace, especially when it comes to making better fly fishing/fly casting rods. It has been like that for as far back as I can remember. The only big advancement we have experienced was when the industry started making rods out of carbon fiber and modern resin systems, rather than fiberglass.
I think everybody today knows that the funding behind the research and development of carbon fiber is aimed at the aerospace-, automobile-, weapons industry, etc., and NOT the fly fishing industry – no matter what the marketing tells you. Based on this research and development, we have to pick and choose what material we believe is best when it comes to fly rod manufacturing. I honestly believe that some of the older carbon fiber that was developed is far superior to the newer carbon material on the market. In my opinion, the newest carbon material is unsuitable for building fly rods, due to the fact that it has absolutely no “oomph”, or shall we say “loading ability”, to it. The newest carbon material might make the rods lighter, but the way I see it, this does not equate improved quality or performance, on the contrary.
For me, balance and performance in a rod are of paramount importance. When I designed our new rod series, these qualities were therefore essential to me. It is a known fact that a well-balanced rod requires less effort to cast, period! Designing a well-balanced rod that performs according to specific needs and conditions requires the knowledge of how to do so. This is an imperative prerequisite in order to apply the right materials in order for the rod to be designed correctly. Designing a rod using simply the “newest” materials, but lacking the know-how, is pointless. What matters most, is not what you use, it’s what you do with it.
I have come across a lot of rods in my time and still do; rods which are made so light that they lack any acceptable level of durability and little more in the way of performance. As far as I am concerned, when the weight of the rod alone is used as a selling feature in marketing, it has more to do with catching customers than improving the quality of casting and fishing. Let me be clear; salmologic will not participate in these types of “misleading” and “exaggerated” marketing campaigns. We neither want to, nor need to. We believe our rods speak for themselves. We want to be true to our customers and true to ourselves. Anything else is against our values and principles.
Breaking with tradition
I have always used ‘innovation’, ‘quality’ and ‘functionality’ as required attributes in my designs and product developments over the years. Salmologic offers yet another distinctive feature – ‘exclusivity’. The honor and respect for, as well as from, our customers is our primary motivation. Let me explain:
When we launch our first series of rods, there will be a three-year price warranty on them. This is because we do it right the first time. You will never find salmologic promoting a “new and improved” replacement version of a rod the following year. In fact, we intend for them to be sold out before we even introduce a new rod series – something we don’t expect to do for at least another three years. We have no respect for companies who mass market a product as, for example “the world’s best” or made of “out-of-this-world material” etc., – only to introduce another or new version of it shortly thereafter. Where is the integrity in that? Where is the respect for the customer? Why didn’t they just get it right the first time?
Our main concern is to provide phenomenal rods that our customers can enjoy for years to come. We truly want to give them a rewarding and worthwhile product that stands the test of time and enriches their fly fishing experience. Furthermore, due to the fact that we have chosen salmologic partners who share our philosophy, you will never find our rods “discounted” or “on sale” anywhere – salmologic rods hold their value, simply because they’re worth it! All of our effort and focus is on developing high-quality rods that are intended for a specific purpose – each one designed for a very precise line weight, leader mass and fly size(s).
That is not to say that we won’t be adding to our existing rod series over time, perhaps with rods in sizes not currently available. After all, we have no intentions of standing still. We will continually strive to exceed expectations; not only the expectations of our customers and fly fishing enthusiasts, but of ourselves as well.
In short, once we launch our new rod series, we will not be launching another one for a few years. This is because a thoroughly perfected and complete rod series takes at least two to three years to design. There are no short cuts and we will never compromise when it comes to our passion for fly fishing. So, my promise to you is that when we introduce our rod series in February 2015, it is a rod series that has been created and designed for long-lasting performance and enjoyment.
…Because it makes sense!
Tight lines
Henrik Mortensen
Founder and CEO
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