Professional Rod Building Products
Flex Coat: A Legacy of Excellence in Rod Finishing Since 1977
For nearly 50 years, Flex Coat has set the industry standard in rod finishing materials and techniques, trusted by custom rod builders and manufacturers alike for its consistency, performance, and professional-grade results. Known worldwide for its high-build and low-build epoxy finish systems, glues, and rod coating accessories, Flex Coat has earned a reputation for quality and reliability that spans generations.
Founded in 1977 and based in Texas, Flex Coat has been an integral part of the rod building community—championing craftsmanship, precision, and innovation long before rod building was widely commercialized. Their signature finishing products are renowned for ease of use, superior leveling, and long-term durability, making them a staple in rod building shops around the world.
In April 2025, Flex Coat proudly joined the Foundation Outdoor Group family, aligning its legacy with a shared vision for craftsmanship, innovation, and customer commitment. The acquisition ensures that the Flex Coat tradition continues to thrive, backed by Foundation’s operational resources and global reach, while staying true to the core values and hands-on approach that made Flex Coat a household name in rod building.
As part of Foundation Outdoor Group, Flex Coat remains dedicated to delivering time-tested finishing products that rod builders trust—and will continue to innovate with the same integrity that’s defined the brand for nearly half a century.
Flex Coat is your source for:
- Rod Finish
- Epoxy Glue & Paste
- Color Preserver
- Professional Rod Building Tools & Equipment
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Services
Sales
Our strategic approach maximizes market penetration and boosts sales through targeted channels. Personalized sales plans along with dedicated account management and data-driven insights, we optimize your distribution strategy for peak performance. Partner with us to secure a competitive edge and boost your business on a global scale.
Marketing
We specialize in crafting targeted campaigns that resonate with fishing enthusiasts, boosting your brand’s visibility and engagement. Our team leverages deep industry insights and cutting-edge strategies to drive growth and customer loyalty. From social media to content creation, we ensure your brand stands out in a competitive market. Partner with us to reel in success and take your fishing brand to new heights.
Third Party Logistics (3PL)
Reach new markets with ease. Streamline your supply chain with our comprehensive global 3PL solutions . We provide end-to-end logistics services, ensuring timely and cost-effective delivery worldwide. Our robust network and advanced technology guarantee efficiency, transparency, and reliability. Partner with us to elevate your logistics operations and achieve seamless global reach.
Product Development & Sourcing
Unlock the potential of your business with our product sourcing and development services. We meticulously curate top-quality materials and innovative solutions tailored to your needs, ensuring a competitive edge in the market. Our expert team oversees every step, from concept to completion. Partner with us to transform your ideas into reality for your brand .