St. Croix Rod Increases Investment in International Business

PARK FALLS, Wisc. – St. Croix Rod, makers of the Best Rods on Earth®, announces the engagement of Greg Goddard as International Sales Representative. In his new position with St. Croix, Goddard will identify and provide new levels of strategic support to international distributors and retailers for the benefit of anglers worldwide.

“Over the past several months, we have been assessing the challenges and opportunities of our international business,” says St. Croix Director of Sales, Steve Self. “We have spoken to many overseas distributors to understand how we can better support them and help grow their businesses. We are firmly committed to the investment of additional resources that move the needle for our international partners, and the decision to create this new position and hire Greg is one example of that dedication.”

Born and raised in Pennsylvania, Goddard grew up fishing the small ponds and lakes of the eastern end of the state for bluegill, bass, and pickerel, eventually developing a passion for fly fishing. “I still travel every spring to the Upper Delaware River, where I spend as much time as possible chasing the wild trout of the West Branch with my father and cousin,” says Goddard, who has lived in Europe and Asia for the past 20 years. Currently a resident of Switzerland, Goddard brings 25 years of experience in the outdoors industry to his new position with St. Croix. He most recently worked for Columbia Sportswear Company, where he assumed key roles in the development and management of international markets.

“St. Croix enjoys a successful and growing business in its core market, which gives it a strong foundation on which to further develop its international business,” says Goddard, adding that St. Croix’s vertically integrated manufacturing, premium quality, and family-inspired level of service positions the brand to attract experienced anglers and specialist retailers in the international markets. “We will continue to plan international business strategically and will be sensitive and responsive to local market needs and conditions. St. Croix has established relationships in some international markets with strong and professional distributors and specialist retailers,” he adds. “I look forward to working with all of them to help support and further develop their businesses while increasing exposure for the St. Croix brand.”

“Our Sales and Leadership Teams are excited to show St. Croix’s reinforced commitment to continued international growth by onboarding Greg,” Self adds. “His knowledge, experience, values, and geographic proximity to key international markets make him well equipped to identify and extend new levels of service to our international partners and ultimately better serve the needs of international anglers.”

St. Croix CEO, Scott Forristall agrees. “We are pleased to welcome Greg to the St Croix Team to help facilitate our aggressive plans for international growth. His keen understanding of international markets goes beyond simply knowing how to move products. His wealth of knowledge, experience, and angler-focused approach to doing business make him a great fit for our brand and our team. He’s certainly going to be an asset for St. Croix, but he’s also going to be a valued resource for our overseas distributors and retailers.”

Goddard began working with St. Croix on March 1. Both existing and interested new international St. Croix distributors are encouraged to reach out to him at