You can trace the beginnings of Ono Custom Rods back to the early 1970’s, when co - founder Rolf Johnson purchased his first custom made rod, it was a 3 J’s blank made by J. Kennedy Fisher. Even at a young age, he knew the value of a quality fishing rod. That first rod was put to good use while he was a deckhand on various San Francisco Bay sportfishing boats.

    While attending Humboldt State University, Rolf found his fishing tackle needs were not being meet by factory rods, so he started wrapping his own rods. Some of his professors soon discovered his talent and he began making rods professionally in 1977. After graduating in 1981 with a degree in Fisheries Biology, he continued his rod making as a distraction from work. In 1986, Rolf started working full time for Hi’s Tackle Box as their rod wrapper. He stayed there until the 1989 earthquake damaged the rod wrapping area. Thinking the earthquake was a sign from a higher power, Rolf, along with Charles Tanaka started Ono Custom Rods the following year.

    Ono Custom Rods’ goal is to offer quality fishing tackle to Bay Area anglers and make a little money. They are honest and to the point at "Ono". In 1995, Charles left the company for a career in law enforcement. Charles still dropped in from time to time. Rolf kept their vision going. Ono Custom Rods will design you a custom rod for any need, but they specialize in long range, Baja and big game rods. Ono also outfits Baja bound anglers with needed fishing information and accessories.

    A quick list of the places Rolf has fished recently will show you that you have come to the right man. Baja destinations like: Loreto, Punta Colorado, San Jose del Cabo, Cabo San Lucas, and on the Pacific side: San Martin, Isla Guadalupe, Cedros Island, Alijos Rocks, the "Ridge" and Revilla Gigedos Islands. This man has fished all of these prime Baja locations.

    The events of 9-11-2001 caused a changes in the luxury item market.  The need for custom fishing tackle decreased and so the chances of making a viable income for Ono Custom Rods.  So after a couple of years, Ono Custom Rods closed their retail store in Millbrae, Ca.  Rolf moved to Las Vegas to enjoy the sun and warmth of the desert.  You can still reach him via e-mail but he no longer builds custom rods.  He does however still fishes long range. 

    The Ono Custom Rods still continues their annual 5 Day trip on the Red Rooster III every year.