Rapala VMC USA Appoints New President Travis Tuma After Highest Three-Year Sales Volumes in Company History

Rapala USA is pleased to announce that Travis Tuma, currently VP of Sales and a valued member of the USA Senior Leadership Team, will succeed Marcus Twidale as President of Rapala VMC USA. After four years of highly successful leadership, Twidale will return to Europe in his new role as VP, Rapala Brand and Group Strategic Brand Management, effective January 1st, 2026.

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Travis Tuma, currently VP of Sales, will succeed Marcus Twidale as President of Rapala VMC USA effective January 1, 2026.

“With these leadership changes, we are building on a strong foundation and positioning Rapala VMC for a dynamic and exciting future,” said Cyrille Viellard, President and CEO of global Rapala VMC company. “I am confident that with Marcus and Travis in their new roles, we will continue to deliver exceptional products, inspire anglers worldwide, and drive the growth of our iconic brands for years to come.”

Tuma joined Rapala VMC in 2006 as Sales Manager, bringing more than a decade of experience from fishing retail. Since then, he has advanced through the organization, becoming Vice President of Sales in 2022. Under his leadership, Rapala VMC achieved its highest three-year sales volumes. Travis will continue to build upon this historic progress as part of the Senior Leadership Team.

“I’m honored to be taking over the leadership role for Marcus,” said Tuma. “Rapala VMC is rich in history and tradition, and I’ve been blessed to be part of such a great company. We have a tremendous team across all aspects of the business with a lot of momentum. Product Development, Marketing, Sales, and Operations are all working together and performing at a high level. My goal is to build around our talented team and continue our strong growth trajectory for many years to come.”

In Twidale’s new role, he will focus on accelerating the implementation of Rapala’s brand-focused growth strategy, which was initiated in early 2025. Looking ahead, Twidale will coordinate all Rapala-branded initiatives.

“I feel fortunate, for my time as Rapala USA’s President, to have lived and worked in Minnesota–the beating heart of the American Midwest fishing market. Experiencing it firsthand has brought a deep appreciation of the passion for fishing and its diversity of styles here in the US,” said Twidale. “I have complete confidence in Travis and the team. They have been instrumental in building our strong US business, and I’m certain they will carry this success forward.”

To be part of the Rapala family and move toward strategic brand management marks an exciting new era for Twidale. “This vital initiative will focus on investment, consumer trust, and long-term brand appreciation to ensure sustainable success. Rapala is a vibrant and trusted company which will support the fishing industry for generations to come,” said Twidale.

Rapala is set for an exciting 2026 and beyond with Travis Tuma as President and has strengthened its global strategies for Rapala as a worldwide leader in fishing.

About RapalaVMC

RapalaVMC was unofficially founded in 1936 when Lauri Rapala invented the Rapala fishing lure. RapalaVMC has grown from humble beginnings to become a market leader in the fishing tackle industry. The brand’s functionality and high quality are known by fishermen worldwide. Rapala maintains strict standards of craftsmanship while delivering its fishing products to anglers in more than 130 countries. Visit www.rapala.com.

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“With these leadership changes, we are building on a strong foundation and positioning Rapala VMC for a dynamic and exciting future,” said Cyrille Viellard, President and CEO of global Rapala VMC company.