Listen in to this Deep Dive – The history of PEETZ in the era of Hooson.
The Legend of PEETZ Manufacturing(1977) LTD: A BC Fishing Icon’s Journey Through Time
For generations of anglers along BC’s rugged coast and tranquil lakes, PEETZ Canada, formerly Peetz Manufacturing, has been a name synonymous with craftsmanship, heritage, and legendary fishing reels. At the heart of this storied company was Bill Hooson, a pivotal figure whose dedication steered PEETZ through decades of change and challenge.
A Legacy Begins
Back in the 1950s, as a young teenager in Victoria, Bill Hooson got his start working for Ivan Peetz, son of the company’s founder, Boris Cecil Peetz. Little did he know that decades later, he would become a key custodian of the brand’s legacy.
Changing Hands and Building the Future
In 1977, after years managing at Woolco and BFGoodrich, Hooson returned to Victoria and purchased PEETZ from Ivan and Judy Peetz. His leadership was marked by a relentless passion for quality and innovation. During the 1990s, as salmon stocks fluctuated and tackle sales slowed, Bill turned the traditional reels into lifestyle collectibles. One of his most famous innovations was the “Screamin’ Reel Alarm Clock” a 5-inch reel that doubled as a clock, which sold over 30,000 units and became a sought-after piece among collectors.
Navigating Turbulent Waters
In 2014, Bill Hooson sold PEETZ to a new investment group led by Art Aylesworth and Mark Hoelscher, aiming to secure the brand’s future. Bill stayed on as a master craftsman and consultant, ensuring that the craftsmanship and spirit of PEETZ endured. The company’s long-time manufacturing facility on Victoria’s Rock Bay Avenue remained a hub of quality reel production.
However, after Art sold his stake to Mark and the global impact of COVID-19, PEETZ faced tough times. Market share dwindled, and by late 2023, Mark Hoelscher made the difficult decision to close the doors for good, liquidating the brand’s assets.
A New Chapter Begins
Unbeknownst to many, just days before closure, Robert Van Pelt was offered the chance to acquire some tools and odds and ends from the legendary company. During negotiations, he learned the heartbreaking truth – PEETZ was on the brink of ending forever. Just two short years before 100years for this legendary brand.
Inspired by the thought of preserving a nearly 100 year old BC fishing icon, Robert quickly stepped into action. He partnered with Terry Vanak to purchase the full scope, the entire branding, machinery, tools, and inventory, sealing the deal in October 2023.
Keeping the Legacy Alive: We made it! 100 Years and still going.
Recognizing the importance of the brand’s heritage, Robert brought in Bill Hooson once again, this time as an advisor, to help navigate the complexities of restoring PEETZ. Bill’s expertise has been instrumental in ensuring that the spirit of Boris Peetz and the company’s tradition of handmade quality continue to thrive.
The Future of PEETZ
Under the renewed leadership of Robert Van Pelt and Terry Vanak, PEETZ is making a comeback. The company remains committed to its roots, manufacturing nearly every component in-house, from tiny fasteners to knobs. Their goal is clear: to preserve and celebrate the craftsmanship that has made PEETZ a legend on BC’s waters for over a century.
As PEETZ celebrates its 100th anniversary in 2025, its story is a testament to resilience, heritage, and the enduring spirit of BC’s fishing community. Thanks to the dedication of those like Bill Hooson, the iconic reels and tackle that have fished our oceans, lakes and rivers for generations will continue to do so for many more.
Join Us in Celebrating BC’s Fishing Heritage
As PEETZ gears up for its centennial, we invite all anglers, seasoned veterans and new enthusiasts alike, to celebrate this remarkable legacy. Whether you’re a collector, a fisherman, or simply someone who appreciates craftsmanship and tradition, the PEETZ story is a proud chapter in BC’s outdoor heritage. Stay tuned for upcoming updates, special releases, and opportunities to connect with the brand’s renewed journey. Together, we can ensure that the spirit of PEETZ continues to inspire generations of anglers along BC’s stunning waters. lead by Van Pelt & Vanak.
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