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The best thing about my job is the number of interesting people I meet who share my love for fishing - a passion that truly knows no boundaries of geography or language. Without doubt, one of the more fascinating characters I've come across is Norwegian-born Geir Sivertzen, who's better known in international fishing circles simply as 'Dr Hook' because of his ground-breaking developmental work with the Mustad organisation.

I first met Geir during the mid1990s on a brief tour of Mustad's factory in Norway, but we were able to catch up again when he visited Sydney last year. Along with my mate, Ian Miller, and Australian Mustad man, David Harrigan, we enjoyed a few quiet drinks, a delightful meal and a long, fascinating chat about fish, fishing and fish hooks.
Talking to anyone who's truly passionate and knowledgeable about their chosen field is always enlightening, and I can unequivocally state that I've never met anyone who knows as much about hooks as Geir Sivertzen! The man is a walking, talking, animated and energetic fish hook encyclopedia. He's also damn fine company. During an ambling discourse that covered pre-dinner drinks, a walk to the restaurant, our meal and a few quiet ones afterwards, I asked Geir to explain how he'd become so deeply involved in his chosen business that he was now known as Dr Hook. "I've loved fishing since I was a child," Geir began, speaking in excellent English. "My father and grandfather used to take me trout fishing in the small, clear rivers of the mountainous western parts of Norway. We used worms - a technique that's been the entry level of very many dedicated anglers.

"My father was an optometrist, and had a business in Gjövik," Geir continued. "I was meant to take over the family company, and studied to be an optometrist. During my 11 years in this business, I also spent nights and weekends studying sales and marketing." So, how did all that lead to the Mustad factory and a world of fishing hooks, I wondered out loud?

GLASSES TO HOOKS
"It might not be obvious what could be the links between such a background and my current job," Geir admitted. "However, I got training on shaping and fitting glasses into their frames, with tolerances of a few microns. It was also crucial to be able to identify the needs of the customer, cover these and create confidence and a relationship that made them want to come back. "My home town Gjövik is where the world's biggest manufacturer of fish hooks has been based since 1877. Twenty years ago, I joined the Mustad Deep Sea Fishing Club, and had the pleasure of being its President for several years. This brought me into contact with several interesting people at Mustad.

"Learning about deep sea fishing hooks and other terminal tackle from Mustad, questions arose on the need for more information linked to the products, "Geir went on. "I could see that even the most experienced anglers didn't know too much about the various hooks on the market. I realised that the terminology of hooks was extremely complex, and that information on products and techniques wasn't readily
available.

"In 1994, Mustad advertised for three trainee market managers and I applied," Geir continued. "From the 190 people who wanted to work for Mustad, I was one of the three lucky guys! From September, 1994, until February, 2001, I worked as Mustad's Area Market Manager for the Nordic countries.

"I love most types of fishing," he admitted. "Even though deep sea fishing was my first passion, fly fishing got increasing attention. I was travelling to sport fishing shows, World Championships in fly fishing as an observer, dealing with fly tying competitions and classes and collecting experiences from fishing myself in the countries I visited. "I also had the pleasure of meeting quite a few of the most recognized fly fishing and fly tying personalities of the world. These knowledgeable people all the time asked me the most intricate questions. The options were to not have the answers... or to find the answers!" Geir laughed.

THE SIGNATURE CONCEPT
"I've learnt a lot from people I've met," Geir explained "and from the most experienced people within the Mustad system world-wide. In 1997, I initiated a project to develop a totally new concept of premium fly hooks. This was based on all the input and demands I'd received, and all those questions from the fly tiers of the world.

"The new concept, called 'Mustad Signature' was launched globally in 2001. I had the pleasure of attending the American launch at the big fishing tackle show in Salt Lake City, the European launch at EFTTEX in Milan, and the Australian launch at the Fly Show in Melbourne," Geir enthused. "This has all been an extremely encouraging experience, and the project has been a tremendous success world-wide."
After completing the Signature concept, and introducing a new standard for fish hook production and hook terminology - the AlphaCode System - Geir was asked to implement a similar processes for other product categories. Since 2001 he has been global Product Manager for 0. Mustad & Son. I asked him exactly what that entailed.
"At Mustad there are several most interesting projects going on right now," Geir answered with a sparkle in his eyes. "Together with anglers in the 150 countries served by Mustad, we are putting lots of resources into constant product development and communication with the market - with the sport fishing man and woman, young and old."

LISTENING TO ANGLERS
Geir explained that going fishing with some of the most experienced anglers around the world and learning from their techniques and advice is not only fun, it's also extremely useful.

"It's vital for a global company like Mustad, that we know what is happening out there - what your needs are when it comes to fish hooks - and to coordinate this info' into producing and offering the optimum range of premium products to the right markets."
What about Australia, I asked? "Australia is a market where you find some of the toughest fish on earth l" Geir responded. "There is no fish giving more of a challenge to the hook than a barramundi! Salmon, bonefish and billfish are all extremely good fighters, but they will not put as much stress on the treble hook of a lure as a barra forcing its mouth wide open. As long as you make a hook strong enough for the Australian barramundi, it is strong enough for any other species!

"Fishing in the brackish waters of your tropical estuaries is definitely a challenge to the coating of a hook, too," Geir continued. "your country also offers premium big game fishing and saltwater fly fishing that most fishermen in the world would envy. This is a most interesting country for developing and testing quality fish hooks, as well as fishing equipment in general. So, yes, 0. Mustad & Son will definitely focus on Australia! And we really rely on feedback from the anglers of this country."
When I asked how those Aussie anglers can best provide this feedback, Geir had no hesitation in inviting comments or questions, and suggested that the best avenue was to e-mail these to him at general@mustad.com.sg

So, there you have it; an open invitation from Dr Hook himself to ask those curly questions and offer your comments on what you do and don't like about Mustad's current range, or what you'd like to see added... So, what are you waiting for?

Modern Fishing May 2003