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Clay Norris

North Central Iowa

  • > Veteran of the fishing industry, 13 years with outdoor-related advertising agencies, 20 years with Berkley, Fenwick, SpiderWire and Stren
  • > President of his own consulting company, GCN Marketing in Spirit Lake, IA 

Clay NorrisClay Norris is a 33-year veteran of the fishing industry, having worked for 13 years with outdoor-related advertising agencies and the last 20 years with Berkley, Fenwick, SpiderWire and Stren – all under the Pure Fishing family of companies.

A life-long angler, Clay fished from an early age with his highly skilled grandfather in Oklahoma – including bass trips to Mexico and northern pike trips to Canada. He got his start as a media intern/buyer on the Zebco account in Tulsa, OK upon graduation from the University of Tulsa. During his first 13 years, Clay worked with Zebco, Lowrance, Humminbird, MotorGuide and Astro/ProCraft Boats as their chief media strategist.

During the last 20 years, while starting out as Manager of Media and Research for Berkley, Clay moved into product and brand management, where he stayed for 18 years. He has had the privilege to lead teams responsible for development of Fenwick and Berkley Rods, Berkley Terminal Tackle/Tools & Equipment.  The concentration of development was in fishing line, where Clay lead an incredibly gifted PI and manufacturing team to develop such products as Trilene Sensation, FireLine Crystal, Berkley NanoFil,  the successful improvement of legacy Trilene XL and XT, SpiderWire Stealth and many others.  Clay also held a category manager role for a time, leading development on Stren and SpiderWire in addition to Berkley. During this period, learning from others, Clay has become a recognized expert in fishing line attributes, applications and developments.

The product management role has allowed Clay to interface with some of the finest pro anglers in North America and Europe, from which he has learned a great deal about fishing styles – particularly in the context of fishing lines. He considers it an honor to have fished with the likes of Al Lindner, Hank Parker, Gary Klien, Jay Yelas, and Skeet Reese. Clay has also appeared on several TV shows and radio shows as a guest, including Gary Howey’s Outdoorsmen Adventures, North American Fisherman with Steve Pennaz,  ESPN’s Sportsman’s Challenge, Midwest Outdoors TV and Fishing the Midwest with Bob Jensen.

Clay is currently President of his own consulting company, GCN Marketing in Spirit Lake, IA and is very happily married to his wife of 32 years, Kathy.

 Kathy and Clay have six children, two daughters-in-law, one grandchild and two more on the way! He looks forward to his next adventures in the Outdoor Industry.