The St. Croix Family, fishing industry, and community of anglers mourn the loss of David Schluter, who passed suddenly last week at the age of 61.
PARK FALLS, Wis. (January 5, 2026) – David Schluter was co-owner of the renowned American fishing rod manufacturer, St. Croix Rod and the St. Croix Family of Brands, along with surviving siblings Paul, Jeff, and Pam Smylie, who have owned the company since purchasing it from their father, Gordon Schluter, in 1990.
David graduated from Park Falls High School in 1982 and attended UW Eau Claire and the University of Arizona, where he earned a degree in engineering. He worked for Kohler Company in Sheboygan for a time before returning home to Park Falls to work with his father and brothers at St. Croix Rod.
Throughout his 35-year career at St. Croix, David was known and respected for his intelligence, work ethic, practical problem-solving skills, and relentless focus on innovation. Dave was passionate about St. Croix’s brand, processes, and people. He was very proud of what his father had accomplished in saving the company twice in its history. He would advance to Vice President of Manufacturing, then Vice President of Product Management, leading manufacturing and product development at St. Croix for over a decade before retiring to continue leadership on the company’s Board of Directors.
During his tenure, David spearheaded many innovations, including Solidworks 3D modeling in the early 2000’s, which greatly enhanced St. Croix’s design and manufacturing capabilities. He also enjoyed traveling and seeking out new materials and suppliers that would make the Best Rods On Earth even better for anglers. He instituted regular improvements to the manufacturing process, which resulted in continual quality and efficiency improvements while reducing waste.
Inside and outside of the workplace, David was known to be kind, reserved, and dependable. He enjoyed woodworking, hunting, fishing, making maple syrup, and spending time outdoors working the land with his tractor. He valued self-reliance and craftsmanship and took tremendous pride in doing things well. He was strong-willed, offered good advice, and lived with a quiet integrity. His legacy is one of strength, hard work, and care for others, especially his children, Hunter, Megan, and Elsa, to whom his life was devoted.
St. Croix Rod and its team members offer prayers of peace, healing, and fond memories to the Schluter Family, as well as all others mourning David’s passing.
Read the full article here
