Big New For American Legacy Fishing Company- A Letter From Tom

Hi folks,

This issue’s story is different, so I hope you’ll read this all the way through. This is a story about American opportunity, trust, hard work, good people, and solid relationships. And surely some extremely good luck as well.

Dixie and I started American Legacy Fishing Company because we were tired of constantly searching for the best fishing tackle from one end of the country to the other, only to find what we wanted piecemeal hither and yon. We were tired of over hyped “house brands”. We were tired of sales clerks who knew virtually nothing about fishing. And we were tired of mediocre customer service in general.

We did some soul searching, examined our paltry bank account, told our kids that any inheritance they might expect was most likely a pipe dream, and made a decision. We were going in the fishing tackle business offering every G. Loomis rod made along with only the best Shimano and Daiwa products. ALFC is the result of that decision.

Originally it was just going to be Dixie and me manning the phones, doing the invoices, picking orders, and shipping product. A nice little business that (hopefully) would provide us an income that would pay the bills and keep our 5 golden retrievers in chew bones, tennis balls, and dog food.

Funny thing happened. The business virtually exploded. In less than 6 months we had created a Frankenstein. We called in our God son to help. Then one of our kids. Then we had to hire a full time employee. Then another. Then another. Then….well, you get the picture.

Our efforts were constantly reinforced by your encouragement and notes telling us how well we met or exceeded your expectations. Best products, fair prices, world class service. We got kudos for every one of these.

Discordant notes? Really only one common theme, and it was really more of a compliment than admonition. You, our great friends and customers, simply wanted more. “Tom, how about adding Dobyn’s rods?” or, “I wish you guys would carry Megabass.” or “Ever think about offering a Trade-In Program?” or, “Can you do something to make the G. Loomis warranty easy again?”

You know what? We listened. We added many new lines. We created new programs to make dealing with ALFC (or a manufacturer) easier. We expanded inventory, developed a new, easier to use web site, offered fair trade-in values for unwanted or unused rods and reels, and generally did what millions of small businesses find possible in America – we succeeded.

But one issue continued to persist. One that we consistently got notes, calls, and in-person requests about: Why doesn’t ALFC offer “Fall” merchandise so it’s customers can enjoy the same great customer service and products for hunting that they do for fishing?

Well, we have listened to you over the last few years. We have talked to manufacturers and suppliers in the hunting products field. We’ve solicited catalogs and explored stock lists. And yes, we have “tested the waters” more than a few times through one of more different web sites. Our conclusion: We’ve got to expand our product offerings.

Starting this month you will start see a greatly expanded product offering from ALFC. We’re adding lots of new products that include compound bows, crossbows, arrows and other bow accessories, optics, fall (hunting) clothing, lights, game calls, knives, footwear, holsters, and lot’s more. We’re also adding limited camping gear, fishing electronics, trolling motors, and several new lines of rods, reels, boating and fishing accessories.

No, it won’t all appear immediately, but rest assured we will systematically expand our product offerings that you, our wonderful friends and customers, have requested over the last few years.

Is it a big leap of faith? Maybe so, but we have always been good listeners and have always trusted our friends and customers to steer ALFC in the right direct. So the reality is that we expect these new products will be a welcome addition to all.

We’ll continue to have our 30 Day No Questions Asked Return Policy. We’ll still have Free USA Shipping on orders of $200 or more. And we’ll still have staff that actually knows about what they sell.

But don’t stop writing to us. We want and need your advice and counsel. After all you, my dear friends, are the single reason we are here. Let us know how we’re doing and what we can do better. As always, we promise to be all ears!

This weeks newsletter is special in many more ways as well. We are only a week away from starting to deliver what we consider to be one of the best low profile casting reels we have ever offered, the new 2014 Shimano Curado reels. We’ve held these babies in our hands and they are absolutely fantastic. No, make that Amazing. WE have never had a $179 reel with this many features nor this level of performance. Call us toll free at 1-877-402-6350 ( toll & international 1-812-402-6350) to reserve this amazing reel.

This issue we have our Annual Trade-A-Thon that is always a favorite, as well as some new and exciting brands such as Denali Rods.

Thank you for your wonderful friendship and support. All of us here at American Legacy Fishing truly appreciate your continued loyalty and support. We feel we are so fortunate to have so many friends who share our joy and obsession with one of the world’s greatest sports. Thank you once again for all you do!

Tight Lines,

Tom Ashby