Built by a Fisherman, for Fishermen

Handcrafted custom fishing rods designed to your exact specifications. Whether you’re chasing pike on the ice or casting for walleye in open water, every 5121 rod is made to perform — and built to last.

About Us

Hi, I’m Jeff Sullivan, founder of 5121 Custom Rods. I grew up in Central Wisconsin and have always had a passion for fishing and the outdoors. In 2022, my wife and I turned that passion into a business — 5121 Custom Rods.

You’d find me fishing lakes and rivers all over Wisconsin — sometimes hiking a mile through brush and swamp to reach hidden waters. About ten years ago, I went ice fishing for the first time and fell in love. The frozen, snowy landscape brings peace, clarity, and connection — it’s therapy on ice.

That passion for fishing soon met craftsmanship. My dad has been a custom rod builder for over 20 years. When he gave me one of his rods, I realized how different it felt — balanced, responsive, and made just for me. That inspired me to start learning the art myself.

I began at a plastic table in our basement and learned everything I could from my dad and other builders through the Rod Building Guild. Today, we’ve transformed that same basement into a professional custom rod workshop — still family-run, still fueled by passion.

The 5121 Difference

Some people ask, “Why should I spend more on a custom rod when I can buy one at Walmart for $30?”
The answer is simple: a custom rod is yours.

You choose the look, feel, and performance — every detail is built around how you fish. You design it, and we bring it to life.

At 5121 Custom Rods, we’re not just building fishing rods.
We’re building connections, memories, and gear that lasts a lifetime.

Our Process

We’re always learning, experimenting, and finding new ways to make your rod one-of-a-kind. Learn more about our process below.

Tell Us About Your Fishing Style

What are you fishing for? Where will you fish most often — lakes, rivers, or ice? Your answers help us select the perfect rod blank for your needs.

Choose Power and Action

Power determines the rod’s strength — what size fish and line it can handle.
Action affects casting distance, hook-setting ability, and lure presentation.

Select Reel & Components

We’ll discuss your reel type and size, then choose the right reel seat and handle to match.

Pick Your Guides

We only use high-quality guides chosen to fit your fishing style and performance goals.

Personalize Your Build

Here’s where the fun begins — add your signature look and style with custom touches:

Thread wraps
Weaving
Marbling
Inlays
Feather work
Custom blank painting
Custom handles
Fractal (electric) burning
Wood burning
Rod repair & guide replacement

Customization & Services

Beyond building new rods, we also offer:

Rod Repair and Restoration

Guide Replacement

Custom Painting and Finishing

Fractal and Wood Burning

Personalized Design and Handle Work

Rod Building Classes

Interested in building your own fishing rod?

Jeff teaches rod building classes across Wisconsin and South Dakota. Whether you’re an individual or part of a group, we can help you build your first custom rod from start to finish.

Learn the craft. Build your own legacy.

Contact us to schedule a class or group workshop.

Contact Us

At 5121 Custom Rods, our goal is to exceed expectations — one rod, one relationship, and one adventure at a time.

We’d love to talk about your fishing goals and build your next favorite rod.