Plano Synergy, a market leader across multiple hunting and fishing product categories, has announced the hiring of Ryan Olander as a key addition to the company’s marketing team.  Working under Plano Synergy Executive Vice President of Sales and Marketing, Ben Harvey, Olander will serve as Brand Manager for the company’s extensive line of Frabill products, including nets, ice and open water fishing apparel, ice fishing shelters and gear, and live bait care products.  The Frabill brand has served fishermen since 1936 and currently offers over 1,000 unique products.

In his capacity as Frabill Brand Manager, Olander will be responsible for the legacy brand’s strategic positioning in the marketplace through customer analysis, strategic marketing, reputation management and other key marketing functions.  Olander looks forward to the challenge of leveraging Frabill’s 78-year heritage with ongoing opportunities for continued innovation and product development.  “Frabill has a history of innovation gained from listening to our customers,” he says. “We are a company of anglers who listen to other anglers…  from our extensive pro staff to the weekend anglers who use and trust our products, Frabill uses angler feedback and the latest technologies to deliver the best products in their categories,” Olander continues.

Olander comes to Plano Synergy with a wealth of brand marketing experience gained from previous employment with large companies like Newell Rubbermaid and MillerCoors.   A lifetime outdoorsman, however, he’ s happy to have found a home with an established company more closely reflective of his own interests and passions.  In fact, he feels like he’s hit the employment lottery. “Rubbermaid and MillerCoors make fine products,” says Olander, “but it’s a true joy coming to work for a company that is making and improving upon the outdoor products I’ve been using my entire life.”

Like many other key Plano Synergy team members, Olander is a borderline nut about the outdoors, having grown up fishing, waterfowl hunting and bow hunting at every opportunity.  Today, with a family including five-year-old twins and a two-year-old, Ryan spends an increasing amount of his free time fishing with his kids – both on the open water and on the ice inside the Frabill shelters his company makes.  “They’re never too young to start ice fishing,” says Olander, “as long as you keep them warm and don’t forget the snacks!” He looks forward to sharing his passion for deer hunting when his kids get a bit older.

As Executive Vice President of Sales and Marketing for Plano Synergy, which makes thousands of hunting and fishing related products across eight major brands, Harvey appreciates Olander’s unique combination of personal skills, relevant marketing experience and enthusiasm for the heritage Frabill brand.  “Many candidates could have been successful in Ryan’s position,” says Harvey, “but no other candidate would have shown as much passion and enthusiasm,” he continues.  “That’s a big deal to us at Plano Synergy, and it’s exactly what allows us to deliver continual innovation to our consumers…  Ryan shares our vision and aligns seamlessly with the rest of our team,” Harvey concludes.


Ben Rand
Plano Synergy Holdings
(630) 552-9518

Josh Lantz
Traditions Media, LLC
(219) 728-8996

Image courtesy Frabill

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