For nearly five decades, the name Flex Coat has been synonymous with rod building. Known for pioneering finishes and tools that shaped the craft, the company’s influence stretches from hobby benches to major OEM production floors. Now, as founder Roger Seiders begins a well-earned retirement, the iconic brand enters a new chapter under Foundation Outdoor Group, led by president Brook Oliva.
A Lifetime in Rod Building
Few names carry as much respect in custom rod building as Roger Seiders. For 48 years, he’s been the driving force behind Flex Coat, a company born from his own frustration with cracking epoxy finishes. “I was just trying to solve problems for myself,” Roger explained. “I’m not a chemist, but I wanted a finish that worked on fishing rods. I traveled around Florida talking to rod builders, and everyone was using boat epoxy. Nobody had a finish made just for rods.”
Determined to find a better solution, Roger started experimenting—eventually developing a formula that changed the craft forever. What began with two barrels of epoxy stored in his living room grew into the world’s most recognized name in rod finish.
Flex Coat’s success came from simple, functional designs and hands-on testing. “Everything I made, I made because I needed it,” Roger said. “And if it worked for me, I figured it would work for other builders too.”
The Next Chapter
When Seiders turned 80, he decided it was time to slow down—though “slow” is a relative term for a man who still rides bikes three times a week and builds rods for his 11 grandchildren. “I just needed to move on and make time for family and the things I enjoy,” he said. “But I wanted to be sure Flex Coat was in good hands.”
Enter Foundation Outdoor Group, the parent company behind Mud Hole Custom Tackle, American Tackle, CRB, MHX, and more. For Oliva, the decision to acquire Flex Coat was personal. “My first rod was built on a Flex Coat hand wrapper with a two-part syringe kit,” he recalled. “I still have that rod today. It’s fair to say rod building as we know it doesn’t exist without Flex Coat.”
A Perfect Fit
The acquisition, announced earlier this year, feels like a natural evolution for both companies. Foundation has long championed education and innovation in the craft, while Flex Coat brings a legacy of proven performance and quality.
“Flex Coat is a cornerstone brand,” Oliva said. “It’s been trusted for decades. Our goal is to protect that trust and continue what Roger built—preserving what works while identifying where we can thoughtfully evolve.”
That approach means builders can rest easy about their favorite products. “The formulas aren’t changing,” Oliva emphasized. “We know better than to mess with something that’s already perfect. The same finishes, adhesives, and epoxies that rod builders have relied on for 48 years will stay exactly as they are.”
Building on a Legacy
While the core products will remain the same, Foundation is already exploring updates to Flex Coat’s equipment line. “Roger’s designs are simple, solid, and effective,” Oliva said. “We’re reviewing ways to modernize manufacturing and make some products easier to assemble, but the functionality won’t change.”
Among the early developments is a new mini drum dryer, designed to supplement the heavy-duty production units Flex Coat is famous for. “We’re not replacing anything,” Oliva said. “We’re building on it.”
The Teacher, the Builder, the Mentor
Beyond the products, Roger’s impact on the rod building community is immeasurable. Over the years, he’s taught thousands of people how to build rods and personally helped manufacturers refine their finishing processes. “If a factory was struggling with their finish, I’d fly out, spend a week, and help them get it right,” Roger said. “That’s just part of what I love about this craft—helping people build better rods.”
Even in retirement, he continues to share that passion. “I’m teaching a group of kids to build little ultralights,” he said with a smile. “It’s the best way to learn how to fish.”
A Family Tradition
Flex Coat’s legacy extends beyond the shop floor. Roger’s entrepreneurial spirit helped inspire a family of innovators, including his sons, who went on to found YETI Coolers. “Without Flex Coat, there wouldn’t have been YETI,” he said. “It all started with building things that worked.”
Moving Forward
For Foundation Outdoor Group, acquiring Flex Coat isn’t just about growing a product line—it’s about carrying forward a tradition of craftsmanship, innovation, and integrity. “It’s my hope that the rod building community sees more of the same,” Oliva said. “We’re committed to maintaining the quality, the reliability, and the trust that Flex Coat has earned. Roger set the standard. Our job now is to uphold it.”
The Standard Lives On
As Seiders enjoys more time outdoors and Oliva and his team usher in the next era, one thing is certain: the Flex Coat name will continue to represent excellence in rod building.
“I’m proud of what we built,” Roger said. “And I’m proud to see it continue. It’s been a fun ride.”
