Introduction: Bates Fishing Co. is quickly carving out a reputation for combining precision machining, innovative tech, and craftsmanship in a market crowded with cookie-cutter reels. At this year's ICAST, the Bates team rolled out an impressive mix of new models that expand their lineup in both directions - from more affordable everyday workhorses to premium, fully machined American made halo pieces.

The Bates EDC will be the first cast reel in the lineup

Bates EDC: One of the biggest surprises of the show was the introduction of a digital casting reel from Bates. Digital casting tech isn't new, but it's still far from mainstream for manufacturers outside of Shimano. Bates Fishing Co. is hoping to change that with its new EDC 100 Casting Reel, a reel designed to deliver high-end digital braking performance in an everyday package.

The EDC will also be the first digital cast control reel for the fast rising brand

At the heart of the EDC 100 is Bates' self-powered Digitally Assisted Brake (D.A.B.) system. Requiring no external charging, the EDC 100 generates its own power as you fish, using an integrated digital chip and electromagnetic braking to make constant, real-time adjustments during your cast. The idea is simple: more distance when you want it, and more control when you need it - whether you're skipping baits under docks or punching casts into a stiff headwind.

Retailing for $199.99 this is a very exciting reel for Bates fans

The reel itself is built on a die-cast aluminum frame that feels solid in hand and should stand up to long seasons of heavy use. A ported lightweight spool and swept handle with comfortable ergonomic knobs add refinement, while a robust drag system is designed to supply up to 15 pounds of fish-stopping pressure, which is more than enough backbone to turn a big bass before it wraps you up.

I was impressed with the look and feel of the compact EDC

Bates is positioning the EDC 100 as an "everyday carry" reel - one that packs a surprising list of features into a price point that's accessible to most anglers. In a market crowded with high-end reels that demand a premium for digital features, the EDC 100 is an interesting take: an alternative digital braking reel for the masses.

Chris Cain, VP of Marketing at Bates, shows us the new EDC

We're looking forward to getting this reel on the water and seeing how the new D.A.B. system performs under real-world conditions. On paper, the EDC 100 checks a lot of boxes for anglers who want advanced control in an uncomplicated package, and at a reasonable price. The EDC is Bate's most affordable reel yet at $199.99, and the company can hit this price point because the reel is cast, unlike their other reels which are all machined. The Bates EDC will be available is a 7.1:1 retrieve in both right and left retrieve later this season.

Bates also introduced the new larger Hundo'50

A Bigger Hundo and Salty Hundo: Bates also announced that it is expanding its lineup of CNC-machined reels with the new Hundo'50 Casting Reel - an upsized version of the company's popular "Hundo" platform. Where the standard Hundo offers compact all-around versatility, the Hundo'50 bumps things up with a larger 150-size frame, delivering more line capacity and torque for targeting bigger fish or making longer casts with big bait presentations. True to Bates' machining roots, each Hundo'50 starts as a solid block of 6061-T6 aluminum bar stock. The reel's center frame and integrated reel foot are cut on Bates' 9-axis CNC machine - a level of precision that should translate to tight tolerances and the same rock-solid feel as the current Hundo.

There will also be a Salty version of the larger Hundo

Inside, the Hundo'50 houses aluminum gears and 13 precision ball bearings. A swept 100mm handle offers added leverage when grinding on big fish, while the custom-textured knobs are not only 15% larger than the standard version but ergonomically shaped for a more secure grip when your hands are wet. On the business end, the drag system is no slouch either - delivering up to 20 pounds of stopping power to help keep big fish pinned and out of cover. Whether you're punching, flipping, or slinging oversized swimbaits, the Hundo'50 aims to give power anglers the rigidity and control they need, wrapped in the same CNC refinement that's become a Bates signature. The new Hundo'50 will be available in 6.3:1, 7.1:1, and 8.1:1 gear ratios in both right and left hand retrieve for $399 each.

A look at the prototype of the upcoming Bates SAM, the company's first spinning reel

There will also be a Salty version of the new larger Hundo, which features brass main and pinion gears, stainless components and an anodized finish designed to ward off corrosion in saltwater environments. The Salty Hundo'50 will be available in the same three retrieve ratios for $449.99 each.

The Bates HOSS, and American made casting reel

Reels Made in America: Bates would have already had a strong showing with the EDC and larger Hundo reels but they didn't pull punches with the announcement that they are also launching their first American made reels late this season as well. This includes a Baitcaster called the HOSS 250 and a spinning reel called the SAM. The Hoss features machined body and components and an old school design including a metal crossbar for extra strength. The reel is not only cut in America it will be assembled in their facility in Sherman Texas. The Hoss features a massive drag designed to dole out 24-28 pounds of pressure. It is designed for big baits and heavy applications with a spool capacity of 250 yards of 30lb. braid. The HOSS will be a 250 sized reel and comes with a 6.3:1 (or similar) gear ration and start shipping around December for a target price of $425.

The Bates HOSS and SAM feature machined frames and components cut right here in America. The reels will be assembled in Bates' facility in Texas

The SAM 2500 marks Bate's first entry into the spinning reel arena, and it's clear they're aiming to make a statement. Like the upcoming HOSS, the SAM is fully CNC-machined and anodized for durability and visual appeal -and it's completely sealed to stand up to the harshest saltwater or freshwater conditions.

A look at the HOSS machined and anodized aluminum spool

One of the first things that stands out about the SAM 2500 is just how clean and refined it feels in hand. There isn't a single exposed screw to break up the design, and the fit and finish have the same polished look we've come to expect from Bates. True to its classic leanings, the SAM uses an old-school manual bail flip - something many hardcore anglers still prefer for its simplicity and reliability.

Even the knobs on these reels are machined and ported

Under the hood, the SAM will pack over 20 pounds of drag pressure, giving it serious stopping power for everything from big bass to inshore species. The fully machined body and rotor feel rock solid, adding to an overall sense that this is more than just a reel - it's a fishable piece of craftsmanship built to last.

A look at the final anodized SAM spinning reel

Final pricing for the SAM hasn't been announced yet, but Bates hints the reel will likely land around the $500 mark - competitive for a premium, American-made spinning reel in this class. It will also come backed by a robust 5-year warranty for extra peace of mind.

A compact body. The SAM reels look very refined and there isn't a single screw showing on these machined reels

Our Quick Take: I really enjoyed spending time with the Bates Fishing Co. team at ICAST this year, including Buddy Hughes, their CEO; Chris Cain, VP of Marketing; and Kevin Nakada, VP of Operations. It's clear this crew is genuinely passionate about what they're building - and they aren't shy about pushing the envelope when it comes to expanding their product portfolio.

Bates CES Buddy Hughes showed us where Bates is going and we are excited

What stood out most in our conversations is Bates' commitment to not just more refined reels, but truly American-made ones. That combination of precision, durability, and domestic production feels rare in a market where so many brands still source everything overseas. After seeing what they have in the works, I came away with a deeper appreciation for what Bates is trying to accomplish - and real excitement about what's coming next.

Bates brought it this ICAST with the affordable EDC and the unveil of the premium American made SAM and HOSS reels

With the EDC 100, Bates is making digital braking technology more accessible at a friendlier price point, while the upsized Hundo'50 reels bring their precision CNC build to heavier lines and bigger fish. Then there were the real surprises: the new HOSS and SAM reels - two unexpected highlights that show Bates is serious about investing in premium, American-made halo products that double as a showcase for their design and machining capabilities. Of all the emerging reel brands at ICAST this year, Bates felt like they really stepped up. They've got the vision, the hardware, and the drive to keep building out a lineup that's equal parts fishable and collectible - and that's something worth keeping an eye on as the season unfolds.