b'ProfileKilwell SportsJeremy (left) and John G WellsIn the early 1960s Kilwell both flank American fishing tacklestarted manufacturing brass writer Homer Circle. freshwater bait lures. They are still made the same way today and individually hand painted. One former employee hand painted over 1 million lures in her 30+ year career.FIBRETUBE STARTED 1968In the early days Kilwell imported all the components and made fishing rods with imported pieces. Then in 1968 Johns sons Jeremy and John G. Wells created Kilwell Fibretube, the first company in Australasia to manufacture tubular fiberglass fishing rod blanks for the domestic and export markets.The Kilwell brand name became so prominent amongst the fishing fraternity the company name was changed to reflect this strong brand and Kilwell Sports was established in 1985. In 2018, Kilwell welcomed the third generation of the Wells family, Jeremys son Geoff and daughter Amanda to continue what their grandfather had started.B ack in 1933 and founder John L. Wells purchased shares in Kelly Ltd, Auckland then took over the company and moved it down to Rotorua in 1935.Johns first retail store was the Rotorua Sports Depot on the corner of Hinemoa and Fenton Streets.He knew that fishing in the Lakes District was prolific and recognised the value of having 18 lakes within easy reach to test, design, and eventually started making his own line of fishing tackle. Founder John L Wells on the left with a In 1949 John sold thegood trout, moved the business to Rotorua retail shop and focusedin 1935 with 18 lakes nearby for testing solely on wholesale trade.and increasing the fishing business.50FISHING IN GODZONE JUL/AUG 2023'