Welcome to True North, your guide to the great outdoors. We specialize in providing high-quality outdoor retail products and expertise to help you explore and enjoy nature. Based in Platteville, Wisconsin, we're dedicated to equipping you for every adventure. Let us help you find your True North.
At True North, we're passionate about the outdoors. Our commitment is to provide you with the best gear, expert advice, and exceptional service. We carefully select our products to ensure quality and performance, so you can focus on enjoying your outdoor experiences.
True North Tackle & Gear aims to expand internationally by strategically entering three key global markets: Canada, China, and New Zealand. Each country was selected for its strong outdoor culture, demand for high-quality equipment, and alignment with our brand values of community, passion, and customer-first service.
We operate in China through online exporting and e-commerce partnerships with platforms like Tmall and JD.com. Our presence in the Chinese market allows customers to access our fishing gear quickly while keeping costs low and efficiency high. Our products are adapted to fit local fishing styles and customer preferences.
We operate in Canada through direct exporting and partnerships with local outdoor retailers across multiple provinces. Because of the close geographic connection to Wisconsin, we maintain fast shipping times, reliable deliveries, and strong inventory levels. Our product lineup is adapted for Canadian species, seasons, and regional outdoor culture.
We operate in New Zealand through direct exports and retail partnerships with local tackle shops and outdoor outfitters. Our products fit well with New Zealand’s strong saltwater and freshwater fishing culture, and we maintain a streamlined distribution network across both the North and South Island.
This chart shows how True North’s products move through our global supply chain. We start by sourcing raw materials like bamboo, cork, fiberglass, and tungsten. These materials are shipped to our manufacturing location in Wisconsin, where the products are assembled and quality-checked.
Finished products are then shipped internationally. From the U.S., we export to three main markets: Canada, China, and New Zealand. Each region receives shipments through its own trade route or customs zone. Once the products arrive, they move through local distributors, retail stores, or online platforms. Finally, customers in each country receive the gear through retail purchases or e-commerce delivery.
The flowchart highlights how our operations connect raw materials, production, global trade routes, and final consumers in a simple and efficient process.
Meet the future of fishing eyewear.
SONAR Fishing Glasses display real-time underwater depth and fish activity directly on the lens — giving anglers instant sonar insight without holding a device or checking a screen.
Whether you’re casting from shore or tracking schools in deeper water, SONAR™ reveals what the eye can’t see.
Key Features:
Live depth display (shown: 12.4 m)
Underwater terrain & fish detection
Polarized anti-glare lenses
Wireless floating sonar buoy included
Lightweight, durable frame for all-day fishing
True Northern SONAR
Gear built for anglers who want the advantage of vision.
At True Northern, every innovation is guided by data. By analyzing customer behavior, market trends, and cost dynamics, we ensure our products solve real problems, meet modern anglers’ needs, and deliver value that exceeds expectations. The insights below highlight the research and analysis that inform our design and strategy.
Market Trends
The outdoor-tech and smart-wearable market continues to expand rapidly, with adoption of AR and smart eyewear increasing across outdoor sports. Portable sonar devices are steadily replacing traditional fish finders, while recreational fishing, boating, and adventure gear markets show strong growth. With demand rising for compact, app-connected devices, True Northern is positioned at the forefront of next-generation fishing innovation.
Our research shows a growing demand for advanced hands-free fishing technology. Anglers increasingly prefer tools that enhance visibility, reduce guesswork, and improve precision on the water.
Follow our blog for the latest news, tips, and stories from the True North team and community. Stay informed about new products, upcoming events, and exciting adventures. Join us as we explore the great outdoors.
"True North has completely transformed my outdoor experience. Their gear is top-notch, and their team's knowledge is invaluable. I wouldn't trust anyone else with my adventures."
Alex Johnson
"I've been a customer of True North for years, and their commitment to quality and service is unmatched. They truly care about their customers and the outdoor community."
Megan Davis
"The staff at True North are incredibly helpful and friendly. They helped me find the perfect gear for my upcoming backpacking trip, and I couldn't be more grateful."
Chris Miller