Founder Journeys | Brian Smith and the RodAssista

After 40 years of chartering fishing boats, Brian Smith created the RodAssista: a must-have solution for fishers of all ages and ability to relieve fishing fatigue, back strain and unwieldy rods. The new style gimble belt is unique, suiting all types of fishing; salmon, surfcasting, boat, wharf and more.

Brian applied for the Southland Chamber of Commerce and COIN South Innovation Fund to support the manufacturing of a prototype. Working closely with his business partner Graeme Rikard they tweaked the prototype until they knew the product was spot on, “The Innovation fund got my product off the ground and a working prototype was produced and tested. It has withstood rigorous testing and has surpassed my expectations'“ says Brian.

Feedback has been positive, "I am in the older bracket and found fishing hard, this RodAssista has been a game changer for me… strap it on and wear it all day." said one enthusiast.

The company is focussing on growing product awareness and concentrating on trade shows and events, like the Hutchwilco boat show, where people can see the product and try it out. They've grown their team to include marketing and website support and have agents on fishing charters in Australia, using and promoting the product to customers. The Rodassista is stocked in various retailers including Hunting & Fishing and H and J Smith’s Outdoor World and purchased online at www.ifisheasy.co.nz