Shakespeare – American Fishing Heritage Since 1897

The story of Shakespeare began in 1897 in Kalamazoo, Michigan, when American inventor William Shakespeare Jr. founded a company specialising in fishing reels. From the beginning, his ambition was to develop practical innovations that made fishing equipment easier and more comfortable to use.

One of his most important inventions was the level-wind fishing reel, which introduced a mechanism for distributing fishing line evenly across the spool during retrieval. Previously, anglers often had to guide the line manually with their fingers. This development simplified an essential part of reel operation and helped establish Shakespeare's reputation for inventive fishing tackle.

The company continued to expand its range. In 1907, the development of the Marhoff reel marked another important step in Shakespeare's early history. By 1908, the product selection had grown to include fly fishing accessories, trout flies and other tackle, establishing a connection with fly fishing that would continue throughout the following decades.

A Legacy of Fishing Reel Innovation

Fishing reel development remained central to Shakespeare's progress. Alongside the original level-wind mechanism, the company worked on solutions to prevent line tangles caused by a spool rotating too quickly during casting.

In 1939, Shakespeare introduced the Wondereel with its Backlash Brake. This mechanism was designed to help control spool rotation and reduce the risk of backlash during a cast.

Following the death of William Shakespeare Jr. in 1950, his son Henry Shakespeare continued leading the company. The product range developed further, with spinning reels, automatic fly reels and saltwater fishing reels becoming part of the manufacturer's offering.

In 1970, Shakespeare moved its operations from Kalamazoo to Columbia, South Carolina. The historical significance of its founder was recognised again in 2025, when William Shakespeare Jr. was inducted into the Bass Fishing Hall of Fame for his contributions to fishing tackle development.

Making Fishing Fun & Easy – The Shakespeare Philosophy

A defining characteristic of Shakespeare is its commitment to making fishing more accessible. The brand focuses on practical functionality, straightforward equipment and products designed for anglers with different levels of experience.

This approach has been part of the company's identity for generations. Shakespeare published instructional booklets and fishing guides to help people learn techniques and develop their skills. These educational materials covered different methods of fishing, including fly fishing.

Today, the philosophy is reflected in the message Making Fishing Fun & Easy. Shakespeare develops fishing rods, reels, ready-to-fish combinations and tackle kits for different applications. Equipment aimed at younger anglers and families also forms an important part of the wider product range.

The underlying idea remains consistent: fishing should be enjoyable, and choosing and using suitable tackle should not be unnecessarily complicated.

Shakespeare Fly Rods and Fly Reels

Fly fishing has been part of Shakespeare's history for more than a century. From early fly fishing accessories and artificial trout flies, the manufacturer gradually developed a wider range of equipment for different fishing techniques.

Today, the brand offers fly fishing rods, fly reels and complete fly fishing outfits. Different configurations allow anglers to choose equipment according to their fishing environment, preferred techniques and experience.

The Cedar Canyon family is one example of Shakespeare's approach to fly fishing equipment. It includes several fly rod and reel options designed around practical functionality. The Cedar Canyon Disc fly reel features a lightweight graphite construction and an adjustable disc drag system. Its retrieve can also be configured for either left- or right-handed use.

These design choices reflect the manufacturer's continued focus on producing equipment that combines useful features with straightforward handling.

Discover Shakespeare Fly Fishing Equipment at GO-FISH

At GO-FISH, the Shakespeare selection focuses on fly fishing equipment. The range includes Oracle II River and Oracle II Stillwater fly rods, together with the Cedar Canyon Disc fly reel.

Explore the selection of fly rods and compare fly reels to find equipment suited to your preferred fishing style. Rod length, line weight, reel balance and the type of water you fish are all important considerations when putting together a fly fishing outfit.

With Shakespeare, GO-FISH offers selected fly fishing equipment from an American brand whose long history is closely connected to reel innovation, practical design and the enjoyment of fishing.