In his quest for the perfect ice fishing rod, Brandon Greene says he never could find one he liked and that fit just right. So, he built one that did. And hooked a booming side venture in the process.

SCHLESWIG, Iowa - When Jack Johnson builds a fishing rod, he can make it uniquely your own. Want your name of the rod? No problem. Want to show support of your favorite sports team? Piece of cake.

It was familiar fishing advice in an unusual setting. Because I wasn’t standing on a boat, but in the shop of Snake River Custom Rods owners Ricky and Goldie Prieto. And the line I was keeping tight ...