In 2025, Flex Coat joined Foundation Outdoor Group — a partnership rooted in shared values and a mutual respect for craftsmanship. With this new chapter, one thing remains unchanged: Flex Coat continues to make premium rod building finishes, glues, tools, and accessories right here in the USA. Our commitment to American-made quality and sourcing USA-first remains as strong as ever.

Flex Coat is the same as it ever was. That is to say, our dedication to quality hasn’t wavered in nearly 50 years. Roger Seiders founded the company in 1977 with a simple promise: to make the best rod finish on the market. “Everybody wanted a good rod finish, and I had it,” says Roger — and we still do. Our Original High Build Formula remains our top seller, and our full lineup now includes Lite, Ultra-V, and Lure Epoxy Gel Coat — all made with the same care, durability, flexibility, and high adhesion that rod builders around the world have come to trust.

Now, with the backing of Foundation Outdoor Group, we’re doubling down on what matters: USA-made quality, innovative formulations, and unwavering support for custom builders. Flex Coat is still the brand to which all others are compared. Our trusted products, how-to materials, and instructional videos continue to help builders make rods that aren’t just good — they’re better than what money can buy.

Flex Coat: the original since 1977 — and stronger than ever with the right partners by our side.