The fishing community is mourning the loss of David Schluter, co-owner of the well-known American rod manufacturer St. Croix, who passed away unexpectedly last week at the age of 61.
Schluter was a central figure in the Park Falls, Wisconsin-based company, which he owned alongside his siblings Paul Schluter, Jeff Schluter, and Pam Smylie. The family took over operations in 1990 after purchasing the brand from their father, Gordon Schluter, who is credited with twice saving the company from closing.
A Legacy of Engineering and Innovation
A graduate of the University of Arizona with a degree in engineering, David Schluter spent 35 years at St. Croix. His tenure was marked by a shift toward modern manufacturing techniques that helped solidify the brand’s reputation for high-end performance.
As Vice President of Manufacturing and later Vice President of Product Management, Schluter was responsible for several pivotal technological shifts. In the early 2000s, he spearheaded the integration of Solidworks 3D modeling into the rod-building process, a move that significantly enhanced the company’s design capabilities.
“Dave was passionate about St. Croix’s brand, processes, and people,” the company stated in a release, noting his relentless focus on sourcing new materials and improving manufacturing efficiency to reduce waste.
Impact Beyond the Factory Floor
Before retiring to serve on the company’s Board of Directors, Schluter spent over a decade leading product development. Colleagues and industry peers remember him as a “gentle giant” who balanced a high-level engineering mind with a practical, hands-on work ethic.
Outside of the fishing industry, Schluter was known in the Park Falls community as a craftsman and outdoorsman. He was an avid woodworker and hunter who spent much of his time managing his land and producing maple syrup.
He is survived by his three children—Hunter, Megan, and Elsa—as well as his siblings. The St. Croix family of brands expressed their condolences this week, citing Schluter’s quiet integrity and his lifelong commitment to the craftsmanship of American-made fishing tackle.
