Ready2Fish was an innovative new product offering that disrupted the fishing category by introducing an entirely new way to shop for fishing equipment while appeling to a new market segment. Historically, Shopping for fishing equipment was an unpleasant and challenging experience especially for those new to fishing or only interested in fishing a few times; such as taking the family fishing while on vacation.
When shopping the fishing category at retail, figuring out what equipment to purchase was overwhelming, intimidating and expensive and without knowing what species of fish and bodies of water were located near by, having a successful shopping trip and fishing trip was almost impossible to achieve as an amateur angler.
Ready2Fish simplified the shopping and fishing experience by taking the guess work out of selecting the right equipment and learning the right techniques while making fishing for the entire family easy, fun and affordable. The concept was piloted in the Canadian market with Canadian Tire Canada branded as Total Tackle and then scaled within the US market.
Ready2Fish is a set of 16 species-specific fishing systems that come complete with the right rod, reel, lures, baits and waterproof instructions that demonstrated fishing techniques specific to fish species and bodies of water found in local regions. The product offering was then expanded to include color coded expansion kits, tools and accessories all designed to work within the species specific fishing systems.