Ross is an industry leader when it comes to fly reels, and have built up a solid reputation for quality machined aluminum design and service after the sale. While they already offer a wide range of reels the majority of these are considered premium offerings. To address a completely different demographic Ross introduces "Ross Worldwide" a second brand to concentrate on the mainstream and entry level fly market. This new brand is anchored by three new fly reels, but other new products include fly rods, complete outfits, and even a branded pair of machined aluminum pliers. In comparison to the current Ross offerings Ross Worldwide gear is extremely affordable. While more affordably priced every Ross Worldwide product is still designed, engineered and quality checked at the company's facility in Montrose, Colorado USA.