The President of Rapala USA will leave his role after four successful years in the group’s largest and most successful market to take on what has been described as a ‘vital’ initiative for the world famous brand.

Marcus Twidale will return to Europe at the end of the year to become VP, Rapala Brand Group Strategic Brand Management, heading up a long-term plan for the group’s flagship Rapala brand.

In an excusive interview with Angling International, Twidale said “Rapala’s move towards strategic brand management marks an exciting new era. The vital initiative will focus on investment, consumer trust and long-term brand appreciation to ensure sustainable success.

“Within our group we are deeply passionate about brands such as VMC, Sufix, Okuma and 13 Fishing to name just a few. But the Rapala brand remains our priority – globally trusted and synonymous with craftsmanship, quality, reliability and fishing performance.

“Innovation will continue to drive the Rapala brand forward. The award-winning Claptail hardbait – a winner at ICAST this year – and the exciting new CrushCity softbait family exemplify the type of high performance products that will shape the future of fishing.”

Announcing the appointment, Rapala VMC Corporation President and CEO Cyrille Viellard said: “I believe it is essential for our group to commit to a strong, long-term strategic plan for our flagship Rapala brand and Marcus will play a central role in this effort.

“He will work closely with our product development, marketing, manufacturing, sourcing and sales teams to develop the global Rapala brand, while also creating processes and driving strategic development of all group brands.”

Twidale added: “I am proud to be part of the Rapala family. It is a sustainable, vibrant and trusted company that has supported the fishing industry for generations. I am also honoured to play my part in ensuring it will continue to do so for many years to come.”

The new President of Rapala USA effective from January 1st next year will be Travis Tuma (above left with Twidale), currently Head of Sales. He joined the group in 2006 as Sales Manager and has advanced through the organisation, taking on his current roles in 2022.

Under his leadership, Rapala VMC achieved its highest three sales volumes. He will continue to lead US sales as part of the Senior Leadership Team.

“With these leadership changes, we are building on a strong foundation and positioning Rapala VMC for a dynamic and exciting future,” said Viellard. “I am confident that with Marcus and Travis in their new roles, we will continue to deliver exceptional products, inspire anglers worldwide and drive the growth of our iconic brands for years to come.”