10% of anglers catch 90% of the fish.
You've Dialed In Everything but the Rod.
You've spent years reading the water, refining your technique, and putting in the time. A custom rod built around the way you fish is what brings it all together.
Built in Olympia, WA · 5,000+ Custom Rods · Est. 2017
You Know the Feeling.
The tick of structure under the jig. The split-second between the take and the set. Reading a seam and knowing exactly where to put it. The hours that disappear when everything is working.
You have spent years dialing all of that in. The rod is where it all comes together.
One Rod. Built for One Angler.
What 5,000+ custom builds have taught us.
Built Around the Way You Fish
Your rod is matched to your technique, your water, and the way you fight fish. Every detail — action, power, length, components — is chosen for how you actually fish, not a category average.
Confidence with Every Cast
When your setup is dialed, you feel it. The right rod does not just perform better — it makes every hour on the water pay off. That is when it all comes together.
A Builder Who Asks the Right Questions
Your water depth. Your retrieve speed. How you set the hook. A Prolite build starts with the details a retailer would never think to ask — because your builder fishes too.
How It Works
Tell Us How You Fish
Answer a few questions about your water, technique, and target species.
We Design Your Build
Your builder specs every detail — blank, guides, grip, action — around how you fish.
4–6 Week Handcraft
Built by hand in Olympia, WA. Photos and updates throughout.
Delivered Ready to Fish
Your custom rod, built your way, shipped to your door.
Built for How You Fish.
Custom rods for every fishery nationwide. Our specialty is the Pacific Northwest.
What Prolite Anglers Say
“Chris and the talented team behind ProLite Rods are exactly what we want and have missed in this industry for a while now. Their knowledge and guidance in the rod building process matches the highest quality components they use.”
“The builder went above and beyond and was super informative. He sent pics and communicated with me through the whole process. I could not be happier with my custom rod.”
“I’ve had experiences with Chris and ProLite for about ten years now. He is very approachable, accessible, and open minded when it comes to designing custom rods. His staff called me after the order just to assure everything would be just right.”
Your Water. Your Technique. Your Rod.
Pick the path that matches where you are.
Build Your Custom Rod
Tell us how you fish. We will show you what your rod will cost and how to start the build.