THE REELSTRONG STORY
THE COMPANY
In 2006, Brian F. Forde arrived fresh from County Monaghan, Ireland, and decided to stop by his favorite local Irish pub in West Chester, PA, for a pint. Behind the bar was Noel C. Smith, a 36-year-old bartender working his way through college at the encouragement of his farming family, who hoped he would be the first to earn a degree.
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Brian, known for his friendly yet sarcastic nature, enjoyed a good laugh and some lighthearted banter. Noel, equally outgoing, was well-suited to the job and provided exactly the camaraderie Brian was looking for. The two quickly bonded over their shared ambitions, both being dreamers and risk-takers eager to move onward and upward.
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One evening, during a discussion about career opportunities, Brian, a mechanic for an underground directional drilling company, remarked, "I see outdated reel trailer designs everywhere." Recognizing an opportunity, he asked Noel if he would be interested in starting a reel trailer company. Given Noel’s background—15 years of experience as a welder, fabricator, and millwright—he was intrigued. Always eager for new challenges, Noel agreed to work nights and on his days off to handle welding and fabrication.
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During this time, Noel continually encountered difficulties with the welding, repairing, and replacement of reel-securing pins on reel trailers. After surveying numerous linemen and contractors, he realized this issue was widespread. Determined to find a solution, he sought investors to develop a pinless line of reel trailers. His business partner at the time suggested, "I think you should call it REELSTRONG." Seeing the potential in combining a strong brand with an innovative product, Noel immediately began drafting a business plan. Despite launching in the midst of the Great Recession, Noel successfully secured six local investors and collaborated with Lancaster, PA-based farm equipment engineers and Amish manufacturers to design and build the CL Autolock™ Self-Loading Reel Trailer—a model that remains Reelstrong’s most enduring and popular product.
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Noel later presented the business idea to Brian in hopes of forming a partnership. However, for various reasons, their visions did not align, leading to some heated debates between the two—an old-fashioned Irish-American clash over company control. Eventually, they reached an agreement: Noel retained full ownership of the company, while Brian received a significant share.
Brian ultimately returned to Ireland, where his heart had always been. Today, he resides happily on a farm in his hometown of County Monaghan with his family. Despite their initial disagreements, he and Noel remain on good terms.
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Noel then rolled up his sleeves and went to work with his investors/shareholders.
THE LAUNCH
THE REELSTRONG SHAREHOLDERS:
TONI LESLIE: A marketing expert—and Noel's girlfriend at the time—Toni contributed not with cash but with relentless dedication. She designed the website, brochures, and logo while also adding product images as Noel fabricated each design. She is credited with coining the name "Reelstrong."
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BRYAN KELLY: An old friend who provided financial backing and introduced Noel to local construction company owner and investor, Ivar Galilea.
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IVAR GALILEA: The owner of Alternate Construction Concepts and of Viking heritage, Ivar provided Noel with capital and a one-car garage to develop prototypes. Additionally, he offered Noel welding work at night and on the side through his company.
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AUSTIN SAYLOR: A close friend of Noel and Toni, Austin contributed financially and maintained the website for free, allowing Noel to allocate all available funds toward expanding the product line, research and development, and manufacturing infrastructure.
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STUART BURNS: Ivar's father-in-law and the founder of the world-renowned SAFWAY SCAFFOLDING. Stuart, who has since passed away, played a crucial role in supporting Reelstrong through difficult times. We are forever grateful for his contributions and will continue to honor his legacy.
SURVIVING THE GREAT RECESSION
At the onset of the Great Recession, Noel spent two years developing prototypes and tirelessly searching for manufacturers in Pennsylvania Dutch Country—but outsourcing R&D and production proved difficult. Perpetually on the verge of bankruptcy and eager to secure a major investment for fabrication equipment, he ultimately convinced Stuart Burns to provide the necessary capital.
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Despite the financial backing, Noel lacked connections in the power and telecom industries—a critical gap for sales and expansion. Understanding the risks but determined to push forward, he applied for the exclusive EUFMC conference in Williamsburg, VA, in 2008. Against the odds, he was accepted.
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At the conference, he showcased the CL Autolock™ Self-Loading Reel Trailer in the drive-through parade. However, not being a seasoned public speaker, he struggled through his presentation. Surprisingly, some fleet managers found his authenticity and determination admirable, leading to interest in his product.
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One of those interested parties was Gerry Brown from the Philadelphia Electric Company (PECO). PECO was in need of the exact trailer Noel had demonstrated, and Gerry’s purchase saved Reelstrong from bankruptcy.​ All said, the recession churned on and Noel needed all the help he could get—especially in sales. Luckily, Tommy Goldhorn from Goldhorn Electrical Construction introduced him to Local IBEW 126 retiree Tom Roberts.
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TOM ROBERTS—Electric Utility Sales & Field Advisor
From 2008 to 2015, Tom Roberts served as Reelstrong Utility Fleet’s national salesman, playing a pivotal role in getting the company off the ground during the Great Recession. A 40-year IBEW lineman, Tom built his career working for industry leaders such as Henkels & McCoy, Goldhorn Electrical Construction, the City of Rock Hill, South Carolina, and Amtrak.
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Coming out of retirement to help Reelstrong, Tom was known for his unconventional yet highly effective sales techniques. He would spend days on Delaware Bay, crabbing, preparing the catch, and personally delivering it to local utilities and contractors. His homemade beef jerky was legendary—leaving customers both satisfied and intrigued, often wondering, Who is this man?
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Beyond his memorable approach, Tom was known for his honor, integrity, and no-nonsense business style. When Tom spoke, he meant every word. He was the kind of person you’d want by your side in a tough situation, and customers recognized and respected that.​ Tom’s impact on Reelstrong Utility Fleet is immeasurable. His legacy of honesty, integrity, and straightforward business practices remains a guiding principle for our company. He will always be remembered with the deepest respect and gratitude.
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IN MEMORY OF TOM ROBERTS 1943-2015
The Homemade Beef Jerkey and Crab King
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"Tom was one of the most respected linemen in the industry and words can’t express how proud I am to say Tom Roberts and Reelstrong in the same sentence. His genuine approach to sales was unlike anything I’d ever seen. Tom was a true gentleman and while I can never walk in a great man’s footsteps I promise to withhold every standard that he set for Reelstrong now and forever."
—Noel C. Smith, Founder REELSTRONG UTILITY FLEET​
NOEL SMITH– Founder & Lead Inventor
Born and raised in Lancaster County, PA, Noel’s farm upbringing, strong work ethic, and extensive fabrication experience laid the foundation for the Reelstrong concept. A near-fatal work accident in 1995 instilled in Noel a deep, authentic appreciation for the "safety first" mindset, which has been a core value throughout his career. He began his journey in mechanical contracting in 1992 as a millwrightand fabricator, later earning D.1.1. welding certification. Noel led specialized millwrighting and fabrication teams at companies like Cabot Supermetals and other high-tech industrial environments, where safety was always the top priority.
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Throughout his career, Noel played a crucial role in the design, fabrication, and installation of expansive line segments for major companies such as Kellogg’s, M&M Mars, Alcoa, Lukens Steel, Johnson Matthey, Merck, Cabot Supermetals, and several municipal wastewater plants (details of accident sites are excluded for privacy). His background as a millwright and fabricator, combined with his education in copywriting, made him uniquely qualified to create Reelstrong.
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As the lead inventor of most proprietary designs, Noel drives all new product introductions and development. He also manages all engineering efforts and serves as the company’s Senior Sales Engineer.
Reelstrong was incorporated in 2006, and after three years of rigorous research and development, the company officially launched its domestic operations in June 2009 at the Electric Utility Fleet Manager’s Conference (EUFMC) in Williamsburg, VA. This launch was followed by a global debut at the 2009 ICUEE Show in Louisville, KY.
On February 6, 2008, Reelstrong applied for its first provisional patent, followed by applications for both domestic and international utility patent protection on February 6, 2009. Since then, the company has continued to develop cutting-edge, patent-pending technologies that consistently surpass previous designs. Reelstrong’s ongoing commitment to innovation is reflected in its lifetime warranties, demonstrating the effectiveness and longevity of its products.