header banner showing a dad and kid fishing from a bright green canoe on a beautiful blue lake, a family fishing from the shore, and an assortment of South Bend combos

About South Bend

creating outdoor memories for over 100 years

young smiling tween boy with the fish he just caughtSouth Bend® Sporting Goods has devoted a lifetime to creating products that allow families to experience the joys of fishing. Our heritage is family fishing, it's in our DNA – it's our passion and why we introduce dependable, affordable products that attract millions of anglers to our family year after year.

Since 1906, South Bend® has been a leader in the industry, best known for offering quality products at an exceptional value that make fishing simple and fun for today's active families and occasional anglers of all ages and skill levels.

montage of South Bend rods, reels and combos





All South Bend® products have been designed and created with a fond respect for our history combined with a singular focus to provide a comprehensive line of fishing equipment and accessories that anglers and their families can trust and enjoy for many years at prices they can afford.

Learn more about the History of South Bend>>


New product innovations from South Bend Sporting Goods


Today's active families have rediscovered the great outdoors and all its simple pleasures. Fishing and camping are two activities that families are rediscovering in record numbers. To satisfy this new band of fishing first timers, South Bend® has created new products that are as innovative as they are value-driven.

Family setting up camp, kids have fishing rod and net.
Ready2Fish Combo. Everything you need to start fishing today.

Click here to learn more about the re-invented Ready2Fish® brand >>

Click here to view all the Ready2Fish® products >>


No matter what type of fishing, location or specie you're after, Ready2Fish® has the solution.

We created Ready2Fish, the original and complete combo fishing system, over 20 years ago to help make fishing affordable, fun and easy for families and weekend anglers. And now, the original all-in-one fishing kit just got even better! These enhanced combos feature high-tech finishes, contoured split grip reel seats for increased sensitivity, and reels with vented spools.

Ready2Fish combos for 2017 include our new TRICOR rotor which has been completely reengineered to provide the best possible balance, as well as greater strength and stability to increase reel life and keep you on the water longer. Comes standard on all Ready2Fish spinning combos.

The new Ready2Fish tackle box has been redesigned to be lighter, sleeker and easier to handle, while still containing everything you need to start fishing. And our new packaging design features simplified, step-by-step instructions that take you from initial set-up to first cast!


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