Editor's note: We usually write the product reviews ourselves. But the below is from the company Traditions Media and promotes two Frabill ice-fishig rods.

Plano, IL  - Eric Brandriet may be the sneakiest ice fisherman in America.

The South Dakota fishing guide dodges cutthroat competitors on and off the water, many of whom use binoculars in attempts to glean intel on his pursuits.

All winter long, amongst some of the heaviest ice-fishing pressure on the continent, Brandriet continues to catch fish after fish through the ice, without anyone even knowing. 

Brandriet flies under the radar by necessity.

Growing up in the South Dakota glacial lakes region, Brandriet witnessed the evolution of ice fishing and the technological ice angler, right at his doorstep.

Through the early part of this century, the region experienced a huge influx of water – lakes popped up everywhere – turning a decent fishing destination into an ice-fishing mecca.

And as more anglers pushed the fish, Brandriet observed the fish pushing back. 

“We have extremely pressured fish,” he says. “It’s like fishing cold-front conditions all the time.”

To combat such pressure, he starts with the basics.

“Downsizing is now the name of the game.

"More than anything else, I’m constantly turning to smaller spoons and tungsten jigs for perch and walleyes.”

As the adaptable angler modified his terminal tackle, Brandriet’s evolving finesse tactics also required changes in his rods.

Working on the design team for Frabill, Brandriet developed two specifically suited to his style of fishing.

Seventy-five percent of Brandriet’s fishing calls for his namesake Eric Brandriet Model 678003 26-inch L Perch/Finesse Walleye Ice Hunter Combo.

“This rod can accommodate anything we do in South Dakota,” Brandriet says of the rod that is sensitive enough to detect the subtlest bites, while retaining the ability to accommodate a variety of lure sizes.

“It’s light, but it will still catch a big fish.”

Brandriet takes his finesse routine to the extreme when matching rod to line.

“I use 4-pound fluorocarbon, and I don’t like braid, because I can’t get the subtle action I can with fluoro,” he says.

“The spikes move, but the jig doesn’t,” he explains further.

When the bite heats up at the lake, Brandriet typically fishes deeper, and often for larger fish.

Then he calls on the Eric Brandriet Model 678005 27-inch ML Jumbo Perch/Walleye Ice Hunter Combo.

“At the lake, we fish out to 60 feet, and that typically requires a larger lure," he says.

So he matches that with the little heavier rod.

“This one has a soft, sensitive tip, but it retains surprising power,” he says.

Both of the Frabill sticks -- Brandreit designed and fishes both -- are a bit shorter than used to be fished on the ice.

At one time, locals fished rods up to 35 inches long.

So what gives?

“There’s a couple reasons for a little shorter rod,” the ice hunter says.

“First, the rods are easier to fish inside a shelter.

"And when we fish outside, a shorter rod lets me kneel down right over the hole.”

Why is that significant?

“I can cover up the fish,” he answers.

“Out there, everybody’s watching.”