Every year the American Sportfishing Association hosts ICAST, the world’s largest tackle trade show. At the event, rod, reel, line, lure and accessories manufacturers unveil their latest and greatest products. These products can then be entered in one of several categories in the New Product Showcase. All of the various award winners are then considered for the coveted Best in Show award. The winner is chosen based on votes from show-goers.

In 2024 PENN, a longtime rod and reel manufacturer based in Philadelphia, took home the Best in Show award for its Fathom Electric reel, the first electric reel with an integrated battery. PENN is owned by Pure Fishing, which also owns Berkley, Abu Garcia, Fenwick, Ugly Stik, Pflueger, Plano, Frabill, Stren and several other brands.

To get a better understanding of how much research and design goes into product development, we sat down with PENN Senior Category Manager Ben Joyce and Capt. Rush Maltz, a Florida Keys-based PENN ambassador and host of a fishing television show.

The PENN Fathom Electric reel is powered by a Lithium-Ion battery with an optional plug-in backup. Features include auto-stop for hands-free retrieves, override for manual jogging, line counter and maximum winding power of 35 pounds with speeds up to 750 feet per minute. The reel can reach depths up to 1,000 feet. The Fathom Electric reel comes in 30, 50 and 80 sizes and retails for $799 – $899.

The PENN Fathom Electric Reel will be available at authorized dealers in September 2024. For more information, visit PennFishing.com.