Nytro has confirmed that Emma Pickering will join the company as Social Media Content Creator and brand ambassador from 1st January 2026. She will manage day-to-day activity across its social channels and support media work with partner brands and team anglers.

Emma brings a strong mix of angling experience and media knowledge. She represented England Ladies earlier in her career and has worked with several companies across the trade. She is also a familiar face to viewers of FishOMania, where she appears as a regular expert on Sky Sports coverage. Her work has covered product promotion, match reporting and behind the scenes content, which fits neatly with the direction Nytro has taken in recent seasons.

The brand entered the UK market with a clear focus on feeder and commercial match fishing. Its ranges have expanded steadily since launch, covering rods, reels, luggage and accessories. Nytro has also increased its presence at major events through team partnerships and regular content, so Emma’s arrival supports that wider push.

There is added interest because of her family’s connection to the brand. Emma is the daughter of former world champion Tommy Pickering, who has been a Nytro ambassador for three years. His involvement has helped the brand reach a wider audience, and Emma’s appointment provides a natural extension of that work.

The move highlights the importance of digital communication in modern angling. Social media now shapes how many anglers follow product news, match results and tips. Nytro’s decision to strengthen that area suggests a clear plan to grow its reach during 2026.