In July 2020, two well-established Arkansas outdoor retailers, Southern Reel Outfitters and Trader Bill’s Outdoor Sports, joined forces to form Innovative Outdoor Management, LLC. This partnership combined decades of industry expertise to create one of the state’s largest and most specialized outdoor sports operations. While operating under shared leadership, each brand continues to maintain its distinct focus and identity.

Southern Reel Outfitters, founded in 2014 by entrepreneur Rodney Thomason, originally operated as a standalone store in West Little Rock. Today, Southern Reel functions as a pop-up shop within Trader Bill’s, offering a curated selection of bait, tackle, fishing gear, and outdoor apparel designed to meet the needs of dedicated anglers and outdoor enthusiasts.

Trader Bill’s Outdoor Sports, a trusted Hot Springs institution since 1983, operates as a full-service marina specializing in boat sales, motors, and marine accessories, providing a comprehensive range of products for boating and water sports.

Together, these brands deliver a seamless retail experience, combining fishing expertise and marine product leadership to serve outdoor enthusiasts throughout Arkansas.