The Prolite Story

How Prolite Started

Prolite began in 2016 as a garage-based project and was officially founded in March of 2017. It was not created as a brand concept. It started as a practical solution to a familiar problem.

The rods we wanted to fish were not something we could walk into a large retail store and buy. What was available on the rack was designed to serve a wide range of anglers, techniques, and conditions.

Those rods were often close, but never quite right for how we actually fished. The compromises showed up in feel, balance, and how the rod behaved once a fish was on.

So we started building our own. Not to chase something different for the sake of it, but to fish rods that finally made sense for our techniques and setups.

Build It Your Way

Build it your way is how our process shows up on the bench and on the water.

Every angler fishes differently. Different techniques. Different water. Different preferences for feel, balance, and power.

Build it your way means we start with how you fish and what you want the rod to do. We look at your technique, your typical line and leader setup for that technique, the water you fish most, and the way you like a rod to load and recover.

From there, we build toward a result that feels right in your hands and makes sense on the water.

Production Rods and Fully Custom Rods

Prolite offers two paths because anglers want two different kinds of decisions. Some want a proven setup they can choose with confidence. Others want the details tuned specifically to them.

Our production rods are repeatable custom builds. They follow a proven recipe and are built the same way every time, without personalized options or specialty cosmetics.

These rods are built right alongside our fully custom rods using the same components, tools, and standards. The difference is customization, not quality.

Fully custom rods allow additional tuning around the angler. Details like handle layout, guide selection and spacing, balance point, and action feel are adjusted with a specific outcome in mind.

Production rods are custom rods that are not customized. The same craftsmanship and performance, delivered through a standardized build.

Why We Focus on Service

Prolite intentionally focuses on selection, assembly, and tuning rather than manufacturing blanks. We leave blank design and manufacturing to companies whose sole focus is materials, tapers, and construction.

One of our primary component partners is Batson Enterprises, a company known for producing high quality blanks across a wide range of fishing techniques. We trust specialists to do what they do best.

Our expertise is in the build process. Selecting the right blank and matching it with the right guide system, handle design, balance point, and layout so the finished rod performs the way the angler expects it to perform.

What Matters on the Water

A well built rod should feel intuitive. It should support the system being fished, protect it under load, and allow the angler to focus on the presentation rather than the tool.

When a rod fits how someone fishes, confidence increases and fatigue drops. That is the outcome we work toward with every build, whether it follows a proven recipe or is tuned detail by detail.

Community and Relationships

Prolite is built on relationships. With anglers. With suppliers. With other small businesses in the fishing community.

We believe collaboration and craftsmanship go together. The trust our customers place in us matters, and we work every day to earn it through consistency, clear communication, and rods that perform the way they should.

Looking Forward

Prolite continues to grow by refining our process and staying focused on what matters most.

Our goal is simple. Help anglers build rods that feel right for how they fish and create better experiences on the water along the way.

Start the Prolite Custom Rod Builder and begin building it your way.