You may notice, if you are a new visitor to our site, that we now offer online sales from our website. For your convenience, we are listing several of our online dealers here and we encourage you to either buy from your local dealer or one of the dealers listed on our link page. And for those without local dealers, our products are made available here as well. Since 1970 we have been pronounced the finest electric fishing reel drive on the market, not only by professional captains and mates but by thousands of individual fishermen throughout the world. Years of research and ocean testing have favorably produced a blend of two unique ideas... engineering know how and old-time fishing experience. The ELEC-TRA-MATE is for the serious fisherman who demands the ultimate in quality, performance and durability in his equipment, not the bells, whistles, flashing lights and gimmicks of some products today. The ELEC-TRA-MATE introduces the fisherman to the full enjoyment of fighting the fish and feeling the pull without the hard work and tiring effort of cranking. The angler still sets the drag depending on the line choice and fishing conditions and has the choice of playing the fish by letting the drag hold on the up stroke and winding in on the down stroke or in allowing the motor to do all the work. The only difference between a conventional reel and the ELEC-TRA-MATE is the cranking. All ELEC-TRA-MATE models are easy to install and are designed for your reel, ranging from small lightweight models to the largest deep sea models.