In this episode of the Mastering Rod Building Podcast, Bill Falconer talks with longtime rod builder and RodMaker Magazine publisher Tom Kirkman about one of the most common questions in custom rod building: how to price a custom fishing rod and build a business that is actually worth the builder’s time.
Tom explains why custom rod builders should not try to compete with factory rods on price and why a well-built custom rod should command a premium. He shares the advice that helped shape his own approach to pricing, including starting with the price of a comparable high-end factory rod, understanding what the local market will bear, and recognizing that if no customers ever hesitate because of price, a builder may be charging too little.
The conversation covers component costs, labor, profit margins, warranties, customer-supplied components, rod repair, and why charging an hourly labor rate can actually penalize experienced builders for becoming more efficient. Bill and Tom also discuss how reputation, craftsmanship, specialization, and a recognizable building style can increase the value of a rod beyond the cost of the materials used to build it.
Tom explains why successful builders need to offer something factory manufacturers cannot, whether that means tailoring a rod to an individual angler, solving a specific fishing problem, creating unique aesthetics, or serving a niche technique. He also shares ideas for growing a custom rod business through rod repair, tackle shops, craft shows, gift certificates, and other opportunities that put builders directly in front of potential customers.
Bill and Tom also discuss warranties, pricing enough margin into each rod to cover legitimate failures, and the federal Sport Fishing Equipment Excise Tax that custom rod builders need to understand when selling rods. Throughout the conversation, Tom emphasizes that there is no universal price for a custom rod. Builders have to understand their market, the quality and value of their work, and what they ultimately want their rod-building business to accomplish.
Mastering Rod Building is brought to you by Anglers Resource — your source for genuine Fuji Tackle components.
Where to buy genuine FUJI®️ rod components (Area Distributors)
Japan: FIRST Corporation — https://first-fuji.co.jp/ • mail@first-fuji.co.jp
American Continent (North & South America): Anglers Resource — https://anglersresource.net/ • info@anglersresource.net
Oceania: Frogleys Offshore — https://fujitackle.com.au • enquiries@frogleysoffshore.com.au
Spain/Czech/Finland/Sweden/Estonia/Latvia/Poland/Denmark/Belgium/Germany/Netherlands/Ireland/Luxembourg/France/Portugal/UK/Norway/Belarus/Ukraine/Russia:: CALICO S.A. (Kalikunnan) — https://kalikunnan.com/ • fuji@calico.es
Europe: MAJORA Intelligent Fishing (FUJI Tackle Italy) — https://www.fujitackle.it • info@fujitackle.it
Asia: KOWA Company, Ltd. — fujitackle@kowa.co.jp
