What's in a Name

In the early 1970s, a former Maine guide started making ice fishing tip ups.

What made his stand out?

When tripped, the flag flies 40" above the ice!

Our History

Back in the day...

In the early 1970s, former Maine guide Bill Hubbard, started making and selling tip ups. His operation, H & J Lure Co, was located in Westfield, MA in a building once owned by U.S. Line Co.

Formerly known as United States Whip Company, U.S. Line was a large manufacturer of fishing line. In order to expand its ice fishing program, U.S. Line acquired the tip up portion of H & J Lure Co. As a result of an existing relationship, 40 Up Tackle Co became a division of U.S. Line.

For many years 40 Up manufactured and sold tip ups to U.S. Line Co. and its distributors. U.S. Line was sold to The Woodstock Line Company in Putnam CT who continue to operate and are being updated. 40 Up was left as a lone small business.

The most recent owners of 40 Up continued operation until 2019. This included expanding their product line with an assortment of fishing supplies. Whip City Tool & Die Corp of Southwick, MA continued to be a long-time provider of metal stampings (parts) to 40 Up. Time came for the owners to sell 40 Up. While there was at least one attempt to by another to run 40 Up, ultimately it was Whip City Tool & Die Corp who were able to purchase the assets that allow their legendary tip ups to be manufactured.

Since its purchase of 40 Up Tackle Company, Whip City Tool & Die Corp has worked hard to revitalize a once booming business. Moving its aged equipment from the basement of a century old building to its new home was a challenge. Attempting a new business venture during the pandemic has also brought its own set of delays. But Theodore Roosevelt once said "Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty..." We hope you will continue this journey with us.

Ice Fishing Metal Reels for Tip Ups

What's happening now?

Junior Tip Ups Ready to be boxed — Summer 2024 was filled with producing the last of our reintroduced line-up, the Junior!

Junior Trip Rods — Manufacturing all the Junior one piece trip rods will greased tubes.

Flags on the ready to be attached to their springs.

Parts in packages — Some of the parts available for sale through participating retailers. These are all picked and packaged by hand. No rest for small businesses.

Ice Fishing Tip Up Flag Material, Flag Cutting Machine, Assembled Flags — **Cutting our own flags**

**Creating new springs**

**Readying flags for tip ups**

Ice fishing unfinished wood, ice fishing sticks stained — **Sourcing wood locally**

**Cutting the sticks to length**

**Staining every stick prior to assembly**

Production Line Machines for Ice Fishing Tip Ups — **Developed new workspace**

**Revitalizing the very old machinery**

**Organizing our manufacturing processes**

**Manufacturing all aluminum components**

Greasing the tubes — **Our son helped us tune up the grease gun, while our daughter counted inventory**

Reel and Die — **Getting some reel work done!**

Branded Senior Main Sticks — **We're putting our brand on every tip up**

Senior Main Sticks ready for final assembly — **Our first tip ups being prepared for final assembly!**

2023 New Senior Tip Ups produced — Manufacturing new tip ups for the 2023/24 season!

Boxes of 40 Up Tip Ups — Boxing up tip ups for our customers!

Iceman Tip Ups — Iceman tip ups ready for packaging

Looking ahead...

Massachusetts and beyond!

40 Up Tackle Company hopes that we live up to its historic name. We have a passion for making what is old new again. We will continue to rebuild what was once a thriving business.

We appreciate your patience while we learn the ropes. We are now working on getting our tip ups sold throughout New England.

Help up expand our reach!

40 Up Tackle Co a division of Whip City Tool & Die

PO BOX 99, 813 College Highway, Southwick MA 01077