We got a sneak peek at the prototypes last ICAST and it looks like these reels are now ready for primetime. There will be four models in the series and though they share a similar sleek looking form factor and ergonomics they will make use of either aluminum or magnesium frames and come with varying degrees of refinement and features. These reels leverage the company’s internal design and will also leverage what the company calls “Airfoil Carbon” in the sideplate construction as well as cork and eva handle knobs, and either CNC aluminum or carbon handle shafts.

The standard Concept A reel looks like a proper workhorse and weighs in at only 6.7oz. and will retail for a very reasonable $170 dollars. As you move up the spectrum the reels get lighter and lighter and the Concept E and KP reels make use of magnesium frames to bring the weight of the reels under 6oz., with the KP weighing in at a very impressive 5oz.. All of the Concept reels will feature a proprietary drag system that the company has named the “Bulldog Drag” and is designed to deliver up to 22lbs. of pressure on the A, C, and E models, while the ultralight Concept KP finesse reel is designed to dole out 13lbs. of counter pressure. While the Concept A reel is very reasonably priced the line is definitely designed to cater to those anglers in the premium and enthusiast market and the flagship Concept KP model will have to face some stiff competition at the $430 dollar price point. With the forward thinking that the team has at 13 Fishing I certainly wouldn’t bet against them.

When asked about the new reels the team at 13 Fishing stated, “expect the Concept series to have incredible performance, pricing and features compared to anything available…and expect them to bring sexy back to fishing.” Just how sexy will these new reels be? We will soon find out as the company is sending out some of the Concept reels to our lab to put through the complete gamut of our tests. While we will reserve our final judgment for the outcome of the reviews we certainly are “turned on” to the fact that 13 Fishing continues to buck the trend and introduce new products that genuinely have anglers excited to fish.