When Chris Macaulay talks about innovation, he isn’t referring to flashy gimmicks or chasing industry fads. He means practical, relentless problem-solving. From product design to logistics and merchandising, it’s about evolving every corner of a business to stand out — and endure.

“Innovation isn’t a department. It’s a posture,” Chris says. “Everyone in the company should be asking, ‘How can this be better?’ That mindset compounds. That’s how you win.”

At Killara Outdoors, this philosophy underpins every decision. It’s not just about what’s cool — it’s about what moves the needle.

A Real-Time Test: Partnering with Hunter Welch and Elevating FishStix

That mindset was put to the test in 2023, when Killara partnered with Hunter Welch, founder of FishStix, a premium rod company with a cult following in the bass world.

“Hunter is a craftsman,” Chris recalls. “He’d been building beautiful, high-performance rods for years — out of pure grit and obsession. When we met, I knew he had something special. He didn’t need us to define the product. He needed support to scale the impact.”

Together, they worked to preserve what made FishStix unique, while adding operational muscle and infrastructure. But innovation wasn’t just product-focused — it touched packaging, merchandising, and sales strategy.

“Hunter had built this incredible brand from the ground up. We didn’t want to change that — we wanted to protect it while extending its reach,” Chris says.

One quick win? A complete overhaul of packaging and in-store merchandising.

“We redesigned how rods were shipped, displayed, and experienced at retail. Something as simple as a better hanger system opened the door to major retail opportunities,” Chris explains. “That’s innovation too — and it sells more rods.”

Innovation That Leads, Not Follows

For Chris, true innovation is about anticipating the market — not reacting to it.

“You don’t win by copying,” he says. “You win by doing something that solves a problem your customer hasn’t even articulated yet.”

That was also the approach taken with Lake Fork Lure Co., Killara’s heritage soft bait brand. Chris and the team led a full rebrand and product line expansion, moving from a well-respected Texas name to a nationally recognized player.

Instead of chasing trendy colors or bait profiles, they doubled down on performance — working closely with pro anglers, investing in new molds, and launching seven new baits at ICAST 2025 alongside rods and key brand partnerships.

“The reaction was overwhelming,” Chris says. “Because we didn’t just show up with more. We showed up with better.”

Sustained Differentiation > Launch-Day Hype

Chris draws a sharp line between innovation and theatrics.

“You can make noise for a day. But if it doesn’t actually solve a problem or improve the experience, it won’t last.”

That’s why Killara invests in feedback loops — from tournament pros, guides, retail partners, and end consumers. What’s launched is just as important as how it evolves.

“It’s not about the first sale — it’s about the tenth. The twentieth. The lifetime customer. That’s what real innovation earns you.”

Final Word

“Innovation is oxygen in this space,” Chris says. “The second you stop asking how to do it better, someone else will. We’re building with founders like Hunter because they live that truth. They’re not here to play the short game — they’re here to build legacies.”

Have an idea worth scaling?
Let’s build it the right way. Visit killara.com to connect.