Avid anglers - mostly freshwater but some inshore saltwater for those who enjoy light tackle fishing. Baby boomers with previous experience/knowledge of the brand, plus new-generation anglers that thrive on lighter, faster, stronger. Geographically, applicable for entire U.S., but strength will be in the south-central to southeastern parts of the country. Lews.com must satisfy old and young too. It needs to have the “comfort” feeling, without turning off the new generation of anglers. Bottom line is, Lew’s anglers, regardless of age – eat, sleep and breathe fishing. Once you win their trust, they are extremely brand loyal. Today’s anglers are stylish in dress and performance. No funky hats, no fishing vests, we’re talking genuine hardcore (avid) anglers that cross all walks of life – rednecks, bankers, lawyers, blue collar, white collar, etc. They are passion-sports enthusiasts, and while not necessarily the best anglers on the block, they are knowledgeable about the sport and willing to invest in the tackle of choice.