Flex Coat: epoxy rod finishes made in the USA since 1977

1977: Founded by Roger Seiders in Texas
USA: Formulas made in the United States
Epoxy: High Build, Lite and Ultra V finishes

The story of the brand

Roger Seiders and the flexible epoxy finish, since 1977

Flex Coat was born in 1977 in Driftwood, a small town south of Austin, Texas. Its founder, Roger Seiders, built rods himself. He wanted a wrap finish flexible enough to bend with the blank, and tough enough to last on the water. The company stayed family owned for almost fifty years.

The first product was a thick epoxy finish, the High Build formula. It is still made to the original recipe. The range later grew with the Lite and Ultra V formulas, then with an epoxy gel coat for lures. Roger Seiders also wrote an illustrated rod building guide, Flex Coat Step by Step Rod Building.

In 2025, Flex Coat joined Foundation Outdoor Group. All operations moved to Oviedo, Florida, the group's headquarters. The brand still makes its finishes, glues and rod building tools there, in the United States.

Our Flex Coat articles

Key dates

1977 Roger Seiders founds Flex Coat in Driftwood, Texas
2025 Flex Coat joins Foundation Outdoor Group in Oviedo, Florida

From the Rodhouse blog

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Débutant · 3 min How to varnish a Wrapping with Flexcoat

Frequently Asked Questions

Everything about the brand

Who founded the Flex Coat brand?

Flex Coat was founded in 1977 by Roger Seiders, a Texas rod builder. He wanted an epoxy finish flexible enough to bend with the blank and tough enough for fishing conditions. The company was based in Driftwood, south of Austin. It stayed family owned until Foundation Outdoor Group acquired it in 2025.

What sets Flex Coat High Build, Lite and Ultra V finishes apart?

All three formulas are two-part epoxies that stay flexible once cured. High Build is the brand's original formula and lays down a thick coat. Lite is thinner and gives fine coats on fly rods and light rods. Ultra V adds stronger UV protection, useful over light colored threads, and a longer working time.

Where are Flex Coat products made?

Flex Coat finishes, glues and sealers are made in the United States. The brand was long based in Driftwood, Texas. Since Foundation Outdoor Group acquired it in 2025, all operations have been in Oviedo, Florida, at the group's headquarters. Production remains in the United States.

Flex Coat, a wrap finish specialist

Flex Coat is an American brand of rod building supplies. Its core product is the epoxy finish that protects guide wraps. The brand also makes epoxy glues. They bond grips, reel seats and tip tops to the blank. Flex Coat also offers a sealer that keeps the color of wrapping thread. Its finishes are used on light fly rods as well as on saltwater rods.

The brand was born in Texas, near Austin. Since 2025, it has been part of Foundation Outdoor Group, based in Oviedo, Florida. The same group owns Mud Hole, American Tackle, MHX and CRB.

A craft built around epoxy

Flex Coat finishes are two-part epoxies. The resin and the hardener are mixed in equal volumes. Once cured, the finish stays hard yet flexible. It bends with the blank instead of cracking. All the formulas are made in the United States. The brand offers its finish and sealer in these versions:

High Build, the original formula, for a thick and smooth coat.
Lite, thinner, for fine coats on light rods and fly rods.
Ultra V, with stronger UV protection and a longer working time.
Color Preserver, a non-yellowing sealer that keeps thread colors bright.

For bonding, Flex Coat makes two epoxy glues. Rodbuilders Epoxy Glue gives about 20 minutes of working time. It reaches full strength in two hours. Five Minute Epoxy sets in about five minutes. It is used for quick bonds, on rods as well as on lures.

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Flex Coat: rod wrapping finishes and epoxy glues

Roger Seiders and the flexible epoxy finish, since 1977

Key dates

As featured in our articles

Products

Vernis FlexCoat Ultra V

Vernis FlexCoat Ultra V

Colle Flexcoat Rodbuilders Epoxy Glue 4 oz

Vernis Flexcoat formule LITE

Colle Flexcoat Five Minute Epoxy Glue 4 oz

Flexcoat Rod Finish High Build

Colle pour anneaux de blanks

Flexcoat Color Preserver

Flexcoat High Build Wrap Finish Gallon Kit

Decorative Wrap Layout Jig

Everything about the brand

Who founded the Flex Coat brand?

What sets Flex Coat High Build, Lite and Ultra V finishes apart?

Where are Flex Coat products made?