Rather announced that industry veteran Zack Swanson will join the North American operation on Feb. 1 to lead the brands of Lew’s, Strike King, Zebco and Quantum as senior vice president of brand management.
Swanson joins the Rather family following a career spanning over two decades at Rapala VMC Corporation, where he served as VP of sales and general manager. While shepherding the team at Rapala, Swanson also served the broader industry as a member of the board of directors for the American Sportfishing Association, a position he has held since 2016.
“I could not be more excited to be a part of this family," Swanson said. "The leadership of Rather has worked tirelessly to build an environment where innovation and progress are celebrated.
“There is a deep history here at Rather that we will continue to honor and draw strength from. But make no mistake, there are exciting days ahead, and anglers who love these brands will want to pay attention.”
