As the first rays of sunlight pierced over Lake Guntersville, the air hummed with the low rumble of Toyota Tundras and Tacomas backing boats down the ramps at Goosepond Marina. It was a celebration of bass fishing, family ties and the unbreakable reliability of Toyota vehicles.
Scottsboro, Alabama played host to this amateur showdown on one of the South's most legendary fisheries, a TVA impoundment renowned for its sprawling grass mats, deep ledges and trophy largemouth bass that can tip the scales at double digits.
For the uninitiated, the Toyota Owners Tournament isn't just another derby; it's a heartfelt nod to loyalty. Open exclusively to Toyota Bonus Bucks members who own or lease a 2021 or newer Tundra, Tacoma, Sequoia or 4Runner, the event draws everyday anglers from across the country.
This year, hundreds of teams converged on Guntersville, braving a post-frontal chill that turned the bite tough but couldn't dampen the spirit.
For many, the real trophies weren't on the stage. They were the stories forged on the water, like that of father-son duo Steve and Ryan Schwer, whose journey to Guntersville embodied the tournament's deeper essence.
Hailing from Missouri, the Schwers have made the Toyota Owners Tournament a family tradition.
"This will be our fifth Toyota Owners Tournament and we’ll continue to try to go to as many as possible, no matter where they are," Steve shared. At 64 years old, Steve is the patriarch, a veteran of 44 years in the family business installing and repairing paint booth equipment.
"My father-in-law started the company, and it's been an interesting and fulfilling career," he said. Their work spans automotive spray booths and Toyota is even one of their customers. They also install and maintain gel coat equipment for boat brands, tying their livelihood neatly to the outdoor world they love.
Ryan, 38, echoes his dad's passion with a competitive fire honed in unexpected arenas.
"I love to fish and I don’t care where it is," he said, grinning under his Toyota sock hat.
A former professional paintball player for seven years, Ryan traveled the country chasing adrenaline before settling into bass fishing as his outlet.
"Bass fishing is my competitive outlet and I absolutely love it.”
Their bond runs as deep as Guntersville's river channels, rooted in childhood memories on Missouri rivers.
"My dad used to take me on float trips all the time when I was growing up," Ryan recalled. "We’d fish for anything that bit and always had such a good time together. We’d fish a jig, Texas rig and Carolina rig."
Those simple setups, a jig hopped along rocky bottoms, a Texas-rigged worm probing brush or a Carolina rig dragging ledges, taught Ryan the fundamentals that serve him well in competitive bass fishing.
Steve, beaming with pride, added, "I’m super proud of my son and I remember every memory with him and all my children. I have four boys and a girl, and they all grew up on the river fishing with me.”
On tournament day, the Schwers launched their boat behind Steve's 2021 Tundra. It’s his third Toyota, a testament to the brand's dependability.
"Reliability is what it’s all about to me," Steve explained. "I’ve passed down my older Toyotas to my kids and they’ve had nothing but good luck with them. My old Toyota truck is now my son’s work truck and it has 300,000 miles on it with zero problems. Pretty much my entire family has Toyota vehicles."
That Tundra hauled them seamlessly from Missouri to Alabama, a reliable steed for their adventures. Fishing together offers more than competition for the pair; it's more of a sanctuary.
"I love traveling and fishing with my dad. It’s just so enjoyable and easy," Ryan said.
Amid the casts and retrieves, conversations drift from family gatherings to business strategies, but the water tempers it.
"We talk a lot about the business at home whether it’s birthday parties or family gatherings, we’re always talking about the family business. But we do it a bit less when we’re fishing together. It gives us time to relax and enjoy nature and at events like these, meet new friends.”
Guntersville tested them, as it does everyone. The lake's famed grass beds demanded precise electronics to locate schools. They flipped jigs into matted hydrilla and dragged Carolina rigs over shell bars, adapting to the post-front blues. Their bag didn't crack the top spots but that hardly mattered.
"This is such an outstanding event every year," Steve said. "They treat you like rockstars and everything is top-notch. We cannot wait to come back.”
In a sport often dominated by solo pursuits, the Toyota Owners Tournament shines a light on shared legacies. The Schwers' story reminds us why we fish: for the tug on the line, sure, but more for the pull on the heart. As the weigh-in wrapped and trucks loaded up in the cold Alabama rain, Guntersville whispered promises of next year. But for Steve and Ryan, it's not just about the bass. It’s about the miles, the memories and the unbreakable thread that binds them, towed faithfully by their Toyota.
