BUFFALO, Minn. — Ferguson-Keller Associates, Inc. and Rogers Sports Marketing as of September 1st announced a formal merger of their two organizations, combining decades of outdoor industry sales leadership into a single, unified representation network spanning 34 states across the Midwest, Northeast and Southeast. The merger extends and formalizes the joint venture the two companies launched in 2024 under the Gen 3 Outdoors banner, which brought their combined sales and marketing strength into the Northeast for the first time.
The combined organization will continue to serve manufacturers and retailers across the fishing, hunting and firearms, marine and broader outdoor sporting goods categories, offering factory partners a single, coordinated point of contact across one of the largest independent rep territories in the industry.
New Leadership Structure
The merger also establishes a unified leadership structure for the combined organization. Sean Kunzer will take on the role of President and Chief Executive Officer (CEO), guiding the strategic direction, communication, and implementation of the newly combined company across all three regions. Trent Rogers will serve as Executive Vice President (EVP), continuing to bring his deep operational expertise, long standing industry relationships, and Eastern market knowledge into the newly formed management structure. Sandy Larson will take on the role of Chief Financial Officer (CFO) and Chief Human Resources Officer (CHRO), overseeing the financial operations and human resources functions of the combined organization. Together, this leadership team will guide a single, coordinated organization charged with delivering consistent representation to factory, retail and marketing partners across the full 34-state footprint.
Two Multi-Generational Agencies, One Shared Legacy
Both agencies bring long, family-rooted histories to this merger. Ferguson-Keller traces its origins to 1956, when Jim Ferguson founded the James E. Ferguson Company to represent sporting goods manufacturers across the Midwest. In 1971, Ferguson partnered with John Keller to form Ferguson-Keller Associates, Inc. Bill Kunzer was named President in 1993 and went on to lead the company for nearly a quarter century before Sean Kunzer succeeded him as President in 2017, Sandy Larson became an owner in 2017, and they carried the family’s leadership into a third generation.
Rogers Sports Marketing shares a similarly deep foundation, tracing back to 1950 and the founding of Rogers Southeast Associates. The company’s history broadened in 1983 with the merger that formed Sports Marketing South, itself a union of two established sporting goods sales organizations. Trent Rogers was named Managing Partner in 2016 and President in 2023, guiding the third generation of the company’s leadership in the Southeast.
Those parallel histories first converged in 2024, when Ferguson-Keller and Rogers Sports Marketing joined forces to launch Gen 3 Outdoors, extending their combined representation into the Northeast for the first time. Today’s merger builds directly on that foundation, bringing the full strength of both organizations together under one collaborative structure.
A Unified 34-State Footprint
The merger creates one of the most extensive independent sales representation networks in the outdoor sporting goods industry, with combined coverage spanning the Midwest, Northeast and Southeast, 34 states in total. For factory partners, the merger means a single, coordinated organization capable of delivering consistent brand representation, deeper market intelligence and stronger account relationships across a far broader footprint than either company could offer alone. For retail partners, it means the same trusted, on-the-ground service and category expertise they have relied on, now backed by a larger and more connected team. And for marketing partners, it means a unified structure for coordinating programs, promotions and campaigns across three regions rather than negotiating them separately.
Leadership Perspective
“This merger is the natural next step in a partnership that has already proven itself. When we brought Ferguson-Keller and Rogers Sports Marketing together to launch Gen 3 Outdoors in 2024, we saw firsthand how much stronger our factory and retail partners are served when our two teams operate as one. Formalizing that relationship across all three regions lets us bring the same coordinated, high-touch representation to a 34-state footprint that our partners have come to expect from us regionally. Assuming the role of President and Chief Executive Officer (CEO) of the combined organization, I couldn’t be more excited about what this means for the future, and none of it happens without the trust our factory partners, dealers and sales representatives have placed in us through this transition. We are deeply grateful for it.”
— Sean Kunzer, President and Chief Executive Officer (CEO)
“Our two companies have always shared the same approach to this business, frequent, hands-on customer visits and a genuine commitment to the brands and retailers we represent. That shared philosophy is what made the Gen 3 Outdoors partnership work in the Northeast, and it’s what made this broader merger an easy decision. Combining our teams across the Midwest, Northeast and Southeast gives our factory partners a level of coordinated coverage that is hard to find anywhere else in this industry. I’m honored to take on the role of Executive Vice President (EVP) for the combined organization, and I want to thank every factory partner, dealer and member of our sales teams who has supported both of our companies through this process. Their confidence in us is the reason this next chapter is possible.”
— Trent Rogers, Executive Vice President (EVP)
“Over the past 20 years, I’ve watched this industry evolve time and again, and the only way to keep pace is to adapt and grow with it. Bringing these powerhouse agencies together as one unified team elevates us to the next level. The knowledge and expertise our agencies bring to the table are second to none, and I couldn’t be more excited about what comes next. As we build the financial and human resources foundation to support this new organization, my focus is on giving our people and our partners the same stability and care that has always defined both companies. This is an incredible team to be part of, and I’m grateful for the trust everyone has placed in us as we bring it all together.”
— Sandy Larson, Chief Financial Officer (CFO) and Chief Human Resources Officer (CHRO)
A Word of Thanks
Ferguson-Keller Associates and Rogers Sports Marketing extend their sincere gratitude to the factory partners, dealers and sales representatives across the Midwest, Northeast and Southeast whose trust and support made this transition possible. This merger reflects years of hard work from the teams at both organizations, and both companies remain committed to the same standard of dedicated, in-market representation that has defined their partnerships for generations.
About Ferguson-Keller Associates, Inc.
Founded in 1956 and formally established as Ferguson-Keller Associates in 1971, Ferguson-Keller provides professional sales representation to manufacturers in the outdoor sporting goods, hunting, fishing and marine industries across the Midwest. The company is led by President and CEO Sean Kunzer.
About Rogers Sports Marketing
Tracing its roots to 1950, Rogers Sports Marketing is one of the largest outdoor sales and marketing organizations in the Southeast, representing manufacturers in the fishing, hunting and firearms, and marine categories. The company was led by President Trent Rogers.
About Gen 3 Outdoors
Launched in 2024 as a joint venture between Ferguson-Keller Associates and Rogers Sports Marketing, Gen 3 Outdoors brought the two companies’ combined sales and marketing strength into the Northeast, honoring three generations of outdoor sporting goods representation.
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