From Silicon Labs - IoT Hero Deep Freeze Fishing: Taking Customers out of the Cold
We had a wonderful opportunity to speak with Brad Zdroik, Founder of Deep Freeze Fishing. A leader in the emerging IoT development occurring in the outdoor sports market, Deep Freeze Fishing helps fishermen and women avoid the cold while ice fishing by providing an alert system for their lines, freeing them to monitor catches from afar.
So for people not acquainted with Deep Freeze Fishing, tell us about yourself. What’s the elevator pitch explanation of what you do?
We manufacture and sell ice fishing equipment. We’re based in central Wisconsin, and we sell products throughout the northern third of the U.S. and up into Canada as well. We started off with an ice skimmer that clears slush out of your ice augur hole in one scoop, and that’s evolved into the current One Shot Skimmer Pro Edition. But our connected BlueTipz product is now our most popular offering.
How does BlueTipz work exactly? What’s going on under the hood?
BlueTipz is a tip-up alert for ice anglers. Instead of having to stare at your flag all the time waiting and waiting for the fish to bite, you can instead attach our BlueTipz transmitter on the flag. When the tip-up receives a strike and the flag goes up, a sensor in our device pings your phone, freeing you to be inside your fishing shack keeping warm for longer stretches of time until right when you need to actually take care of your line.
BlueTipz also allows you to be much more flexible during night fishing. Not only do we have a light on the tip-up that lights up, but you can also name individual tip-ups within the app so you know exactly which one has gotten a strike; it definitely saves you some stumbling around in the cold and dark. That’s a great benefit especially in the states that allow you have up to 10–15 lines going at once.
And what’s the story of how you arrived at a solution for ice fishing diehards? It’s definitely a unique niche. How did Deep Freeze Fishing even come about?
I actually went to school for electrical engineering and did my corporate cubicle stint and was just feeling restless. I moved back home to central Wisconsin kind of searching for what to do. I always loved the sport of ice fishing, and just fiddling around with my Dad, we created the One Shot Skimmer product that represents Deep Freeze’s beginning, though certainly not very techy of course.
Around the same time, smartphone apps were beginning to ramp up, and there were a couple other products beginning to hit the market that provided tip-up alerts. But my brother Ryan and I weren’t crazy about any of them and thought they could work much, much better. So we decided to build our own, and that is how BlueTipz was born
How would you say your solution has evolved since 2012 when you started out, as well as your design challenges over time?
The core solution has actually remained the same since we started. It’s become more of a matter of putting more high-quality, sophisticated hardware pieces inside as technology has gotten better since we started out in 2012. That has let us extend battery life over time and continue to be able to keep working in temperatures as low as -20° to -30° F. Being able to withstand the brutal open cold is hands-down what’s always driving us. If a component can’t take the cold, we can’t use it.
We also have about a 600-foot range from BlueTipz to your phone, and that’s grown from our original capabilities. We’ve had to make sure the signal can make it through a typical fishing shack and the human body, so we’ve definitely invested in boosting the signal itself and always make sure the Bluetooth module can do its job.
What Silicon Labs’ product are you using in BlueTipz? And why did you select it?
We started out with the Bluegiga BLE112 and have actually transitioned over to the Bluegiga BLE121LR to get the extended signal range. It’s a good value and it can withstand the extreme cold. We couldn’t be happier with it.
What do see in the future for Deep Freeze Fishing?
Ice fishing is obviously a niche market within fishing; we hope to develop some applications for open-water fishing as that is obviously a substantially larger market. We feel the whole space is lacking in terms of IoT development.
In closing, we always ask our IoT Heroes one Bonus Question: Where do you see the collective IoT heading in the next 5–8 years in your opinion?
As I said, we think even just regular fishing is vastly lacking in connected development that could really be meaningful and helpful for end-users. The industry is just behind all the amazing things we see on the news. I think we are really going to witness a blossoming of applications across the board in the coming years for outdoor sports users, and that’s exciting.