13 May 2025
When Steve and Joe Haywood launched HFF Custom Rods back in 2019, the plan was to build a serious online business – focused, agile, and ready to serve a growing community of rod builders. It was a business built on purpose and passion. What they didn’t expect was just how quickly people would find them – not just online, but in person. But when your family motto is literally Haywood Family Fun, you can’t expect things to stay small for long.
Humble beginnings
It all started in a modest corner of the building Steve ran his consulting company from, with a handful of rod-building supplies and a website. Then came 2020 – and the extraordinary era of people looking for new hobbies to help pass the time. Before they knew it, curious folks were showing up at the consulting company reception – asking for epoxy. What began as a thriving online shop was suddenly also a magnet for local rod builders, and HFF’s future was starting to take shape.
From messy to mighty
To meet demand, Steve and Joe rented a larger space with an 800 sq ft showroom in Riverview. It was tight. So tight, they say their tagline quickly became “Welcome. Sorry about the mess.” With COVID social distancing rules, they were amused by the restriction they faced of only allowing ‘one and a half’ people in the shop at a time. Still, they stayed the full two-year lease, despite outgrowing it within six months.
Eventually they looked back to where it all started: the old consulting company office. It was mostly sitting empty. So they knocked down a few walls, cleared out the desks, and transformed it into the welcoming, expansive HFF showroom and rod-building hub that exists today.
Now, first-time visitors to HFF often pause at the door. There’s a visible reaction – an audible “wow”, as they take it all in.
It’s not on a main road, but people travel from all over to find and experience it. There’s wildlife all around – mainly deer, and a few over-zealous turkeys.
Generations of passion
The Haywoods’ love of fishing runs deep. Steve’s earliest memories are of fishing with his dad on Lake Erie – walleye and perch weekends that stretched into late-night adventures. His very first rod build? A fly rod he made for his dad, with his name inscribed on it.
That moment sparked a deeper journey. With a little guidance from a local fishing guide, Steve learned the craft. Joe, curious and inspired, picked it up soon after – turning to Steve’s notes and YouTube when Steve’s day job didn’t leave much free time. Together, they turned passion into a business.
And it hasn’t slowed down since. Steve, who once ran an international consulting company with 100 employees, had built it up to the point where he could manage things with just a few hours of oversight each month. That freedom was hard-earned – but these days, he finds himself working six days a week, pouring everything into HFF. “It’s the opposite of retirement,” he says, laughing. “But I love it.”
Joe brings his own flavor to the family mix, having spent his childhood fishing Michigan’s Upper Peninsula, chasing steelhead and salmon on the state’s west side.
The joy of teaching and community building
At its core, HFF isn’t about selling rods – it’s about empowering people to build their own. HFF has become a hub for the rod-building community. Monthly classes (limited to 12 people) are taught by Steve and Joe themselves. They walk beginners through each step, offering a “choose your own adventure” component selection process. No two rods end up the same. And that’s the point.
The youngest student so far? Twelve. The oldest? In their seventies. All are welcome.
They also give back – donating components to veterans’ groups, kids’ programs, and even hosting rod-building workshops through 4H, where Steve now serves as an instructor. And if you don’t have space or equipment at home, HFF will rent you a bench and a power wrapper for just $25 a day. One customer has built 20 rods there already.
Rod builders, unite
Beyond their shop walls, Steve and Joe are firmly entrenched in the rod-building world. HFF travels the show circuit from January to April – Detroit, Grand Rapids, even Winston-Salem and (likely soon) the PCS show in California. They host events for local builder groups like Great Lakes Rod Builders and Michigan Rod Builders, which recently drew over 100 people.
They participate in shows like the Michigan Fly Fishing Club annual event (which Steve’s a member of), Midwest Fly Fishing expos, and the Mastering Rod Building weekend with Anglers Resource in Orange Beach.
The family legacy
So where did Haywood Family Fun come from? Long before HFF became the name of their business, it was a running joke in the Haywood household. Back when Joe and his siblings were kids, Steve would load them into the high-top family van for sports games, weekend errands – and inevitably, a detour to the hardware store. As the kids groaned from the back seat, Steve would grin and say, “Hey, we’re just out here having Haywood Family Fun!”. The phrase stuck, and eventually turned into the name of a business that captures everything they’re about: passion, adventure, and doing it all together.
Some of the best HFF memories were made at the family cabin, piling onto the pontoon boat and spending long summer days on the lake. Before the kids came along, Steve would slip out early to fish in peace. But once they arrived, stealth missions became impossible – he’d barely make it to the door before hearing sleepy voices asking, “Can I come too?” Instead of solitude, he spent those mornings baiting hooks and untangling lines, with little ones content to sit for hours, completely absorbed in the water and the moment. Now, a generation later, it’s the grandkids waking up early and asking the same thing. Some traditions are just too good not to repeat.
Looking ahead
HFF is growing again. Steve and Joe are exploring HFF Outdoors, a new venture that includes outdoor gear like BOTE paddle boards, and opens the door to a broader lifestyle brand. A new website is on the way, and trade show buzz is already building.
But at the heart of everything – whether it’s epoxy, rods, or paddle boards – is that same family spirit that started it all. A little off the beaten path, a lot full of heart, and always a place where you’re welcomed in like one of their own.
If you find yourself in Michigan (or don’t mind a bit of a drive), drop by the HFF store. Bring a story, build a rod, and become a part of the HFF family.
