Surfmaster History Introduction.
The SURFMASTER history below is an extract from  ‘Australian Fishing Reels: A Collector’s Guide Book’, pages 42, 44, and 45, by Bob Dunn, in 1994.

  “ Gordon Lewis, like many of his counterparts in 1946, was inspired to produce a multiplying reel by the shortage of imported reels. Newcastle had always been a strong saltwater angling area, being blessed with magnificent beaches and an abundance of rocky headlands. Tom Baker, of the well-known local tackle shop Reg A. Baker, encouraged the project, and an employee of Baker’s, Bill Gallagher, provided the home workshop and lathe on which the first six prototypes were made. Lewis set out to produce a lightweight free spool multiplying surf reel that was resistant to corrosion, was easily dismantled on the beach, and had an inbuilt backlash control. The lightness and resistance to corrosion were achieved through the use of anodised aluminium. Backlash control was assisted by incorporating large bearings at one end of the spool and using variable grades of oil. The free spool mechanism was provided by a dog clutch which allowed the spool to be alternately engaged or disengaged from the handle, the clutch being operated from a cam lever mounted on the end plate.

  Initially called SURF  MASTER, the name was later streamlined to SURFMASTER and under this brand was to become one of Australia’s most successful production reels.  It was unashamedly inspired by the popular American multipliers, in particular the Ocean City, but Lewis was still able to successfully apply for patent protection in 1946. The six prototype reels are distinguishable by the single crossbar construction. The first production batch of  50 reels in 1946 came supplied in a blue leather drawstring bag. Like the prototype, they were unbranded and incorporated anodised royal blue end plates. Unlike the prototype, the first production batch featured double rather than single cross bars as well as dismantling screw retainers and a redesigned dog clutch to facilitate quick spool removal.

  In the course of his duties as an aeronautical inspector with Air Force during the war, Gordon Lewis had met up with a welding engineer, Dalkeith or “Keith” Hilder, who was one of the Air Force contractors. Holder shared Lewis’s enthusiasm for the SURFMASTER project and the two men went into partnership trading as Halcyon Products.  Six months later Lewis sold out his interest including the patent rights to Hilder.  By the early 1950’s Hilder had in turn sold out to Bob Conagan from Sydney. Under Conagan’s stewardship over 50,000 SURFMASTER reels are made and sold in the decade from 1950 to 1960. 

After operating for a period in a disused church at New Lambton, a second factory was started in 1951 in Sydney at the Haymarket. This boosted production to around 500 reels per month.

  Although not the actual originator of the SURFMASTER, Conagan became identified with the reel and he took every opportunity to promote it. He was a keen game fisherman and his 36-foot Halvorsen cruiser, appropriately called Surfmaster, was reputed to be one of the best equipped on the coast. 

The pipe-smoking Conagan was even said to have been the model for the angler on the SURFMASTER box.
  Over its 25-year lifetime, the SURFMASTER underwent a number of changes. The single crossbar of the prototype was replaced very early by the now-familiar double bar construction.  A star drag was introduced in the early 1950s as was the wider spool 3-0 model and heavier gearing.  The four-colour option for the anodised end plates and the optional MASTER anti-backlash device appeared in 1954.  In 1956 yet another anti-backlash mechanism was introduced,  together with a strengthened winch fitting, a hardened and ground spool axle, and a heavy anodised spool. Finally, in 1960 a completely revamped version of the reel, christened AVOCA, appeared. The AVOCA featured American-style plastic end plates with reinforcing steel rims, an improved drag system, and stronger gearing. Later the AVOCA offered an optional 4 : 1 gearing together with an extra-length crank handle.

  Bob Conagan’s fiercest competitor was Ken Bennett of Bennet Engineering. Bennett told the story that he had originally tried to use the SURFMASTER brand for his own reel but when he tried to register the name he found he had been beaten to it. Looking around for an alternative, he decided on the name GRAEME after son.”