About Us


Who we are

REELAX … is Australia’s Foremost Game Fishing Equipment. For more than 40 years Reelax has been synonymous with top quality sport and game fishing equipment.

Reelax are specialists in outriggers, game chairs, rod holders and the unique range of Reelax helm and passenger chairs, and a wide range of other game fishing equipment. Reelax equipment has been tested in every South Pacific fishing ground, by many of Australian and South Pacific professional and recreational fishing vessels.


2020 - NOW

In May 2020, Sam Allen Wholesale, one of Australia’s Premier Marine, Outdoor Leisure & Industrial Accessories Wholesaler, acquired Reelax Enterprises to continue the legacy, and grow the Reelax brand now, and into the future!.

Sam Allen Wholesale is a family owned and operated business established in 1977 and are recognised throughout the Australia-Pacific region as one of the leaders in their field. They pride themselves on providing expert knowledge and fast and friendly service to all areas of the marine, RV & industrial industries. Based in Brisbane, Australia their 2500 square metre warehouse contains large stock levels ready for immediate delivery.

Reelax has been given a re-invigoration with a renewed passion for fishing and boating, the team at Reelax have replaced the outdated systems with modern manufacturing processes and ordering to ensure a good experience for our clients – and yes Reelax is still proudly Aussie Made on the Gold Coast in our Bethania workshop! We have also given our clients a fresh modern website to peruse their favourite items, in the process of taking new photos of the extensive range of products to really show off the amazing quality each and every item is in the range, and given the logo a bit of a tweak to make it stand out from the crowd in today’s game fishing market.


Reelax had continued growth throughout the early 2000’s with the brand going from strength to strength. They were one of the first ones to release a full gloss catalogue showcasing their range, and was widely available to both distributors and retail clients alike. Being based on the Gold Coast the bikini girls were a prominent feature in these catalogues, and across the advertising platforms in fishing mags such as Bluewater, QFM, Fishing World, Trade-A-Boat, GFAA etc, on websites and at boat shows etc. Ahhh the era of sex selling products!.

PRE 2000

Late 1970’s – 2000 – The era they often call the golden era of game fishing, Reelax grew to become one of Australia’s Foremost Game Fishing Equipment Supplier with a lot of hard work and listening to anglers needs. This is when many of the great long term relationships with premium boat manufacturers such as Riviera, Maritimo, Cruise Craft etc began, and the prominence in the game and sport fishing community throughout Australia and worldwide was formed and nurtured.