What ICAST 2026 Told Us About the Fishing Industry
Every July, the fishing industry gathers at ICAST to showcase new products, strengthen partnerships and take the pulse of the business. New gear always grabs attention, but some of the most meaningful insights come from conversations on the show floor, in meetings and during networking events.
This year, Swanson Russell's Patrick Finnegan (EVP, Group Account Director) and Whitney Hansen (Account Supervisor) joined manufacturers, retailers, media partners and fellow marketers in Orlando. They left with a sense that the industry may be ready for renewed growth, and the discussions throughout the week pointed to cautious optimism and a renewed focus on growth. Here are the conversations that surfaced repeatedly at ICAST 2026.
Recovery May Finally Be Taking Hold
One of the most consistent themes we heard was that business appears to be improving. After several flat years and softer consumer demand, many brands shared that sell-through has started to stabilize and consumers are spending again.
While the industry isn't fully in growth mode yet, some of the leading indicators point to improvement within the industry. That shift matters because brands that have continued investing in marketing, product development and customer relationships may be better positioned as demand continues to recover. Those waiting for a clearer signal could find themselves playing catch-up.
The Products Drew Crowds. The Stories Kept People Engaged.
ICAST is known for introducing new gear, and this year was no exception. Electronics continued to attract attention; innovative soft plastics, such as urchin-inspired baits, generated conversation, and Zebco's revival of the Rhino line reminded attendees that heritage still carries weight when it's paired with thoughtful innovation. Rhino even earned Best of Show honors, underscoring the continued appeal of trusted brands with fresh ideas.
At the same time, we noticed just as much interest surrounding the people telling those product stories. Content creators, outdoor media and digital publishers were highly visible throughout the event, reinforcing that strong products still need compelling storytelling. The brands creating authentic content around fishing culture, conservation and community often generated the most meaningful conversations.
New Faces Are Shaping Brand Strategy
Several companies are in a position to add to their leadership and marketing teams, with many opting to look for individuals with backgrounds outside the fishing industry. Fresh perspectives often bring new approaches to brand building, audience engagement and digital strategy while still respecting what makes the outdoor industry unique.
It will be interesting to watch how those leaders influence marketing over the next several years as brands look to reach younger anglers without losing the loyalty of longtime customers.
Women in Angling Took Center Stage
One of the most encouraging developments at this year's show was the debut of Women in Angling. The organization established a visible presence through its booth, lounge, launch party and participation in the new ICAST Live stage. Its networking event drew more than 100 attendees, highlighting both the momentum behind the initiative and the industry's commitment to creating more opportunities for women across fishing.
Beyond the events themselves, the organization sparked conversations throughout the week about mentorship, leadership and the future of the industry. It felt less like a one-time activation and more like the beginning of a lasting effort.
As the conversations at ICAST 2026 demonstrated, the fishing industry isn't standing still. Brands are preparing for growth, new leaders are bringing fresh ideas and storytelling continues to be just as important as the products themselves. While no one can predict exactly what the next year will bring, this year's show offered more reasons for optimism than we've seen in some time.
Swanson Russell, the nation’s leading agency for brands that work and play outdoors, is a full-service advertising and marketing agency in Lincoln and Omaha, NE. We’re on a mission to Make Belief™ by uncovering a brand’s reality, unleashing creative possibilities and building trust over time. See the work we’ve created, get to know our approach — then, contact us to see how we can help.
