David Schluter, St. Croix co-owner, passes at 61

David Schluter, the co-owner of well-known Wisconsin-based fishing rod brand St. Croix, passed away suddenly last week, the company announced Monday. Schluter was 61. 

Schluter and his siblings Paul, Jeff and Pam Smylie have owned the company since purchasing it from their father, Gordon Schluter, in 1990.

David Schluter graduated from Park Falls High School in 1982 and attended the University of Wisconsin-Eau Claire and the University of Arizona, where he earned a degree in engineering. He worked for Kohler Company in Sheboygan, Wis., for a time before returning home to Park Falls to work with his father and brothers at St. Croix Rod.

Throughout his 35-year career at St. Croix, David was known and respected for his intelligence, work ethic, practical problem-solving skills, and relentless focus on innovation. David was passionate about St. Croix’s brand, processes, and people. He was very proud of what his father had accomplished in saving the company twice in its history. He advanced to Vice President of Manufacturing, then Vice President of Product Management, leading manufacturing and product development at St. Croix for over a decade before retiring to continue leadership on the company’s Board of Directors.

During his tenure, David spearheaded many innovations, including Solidworks 3D modeling in the early 2000s, which greatly enhanced St. Croix’s design and manufacturing capabilities. He also enjoyed traveling and seeking out new materials and suppliers that would make the "Best Rods On Earth" even better for anglers. He instituted regular improvements to the manufacturing process, which resulted in continual quality and efficiency improvements while reducing waste.

Inside and outside of the workplace, David was known to be kind, reserved, and dependable. He enjoyed woodworking, hunting, fishing, making maple syrup, and spending time outdoors working the land with his tractor. He valued self-reliance and craftsmanship and took tremendous pride in doing things well. He was strong-willed, offered good advice, and lived with a quiet integrity. His legacy is one of strength, hard work, and care for others, especially his children, Hunter, Megan, and Elsa, to whom his life was devoted.

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