In a world where professional athletes, entertainers and even business tycoons constantly seek the spotlight and will do almost anything to have their oversize egos massaged -- regardless of the impact on those associated with them -- Ken Whiting is a breath of fresh air.

Despite winning the fishing tackle industry's equivalent of the most valuable player award four of the past five years, Whiting is one of the most down-to-earth men I've met.

You would think after receiving his fourth Best Freshwater Rod award at the International Convention of Allied Sportfishing Trades (ICAST) show in July that the founder and president of Las Vegas-based Airrus Rods would like nothing more than to be in the spotlight. But I learned quickly that isn't the case.

While attending the ICAST show, I took a walk through the new products showcase just to see if there was anything one could really consider different. Nothing excited me much until I came across Whiting's newest award-winning rod. Perhaps it was the distinct coloration, but the rod's shape and overall appearance was so different that I just had to meet the mind behind its creation.

Whiting explained the engineering and manufacturing processes used to build his innovative rods, but I couldn't begin to explain the intricacies. He then picked up a rod, put the tip against his throat and asked me to hold onto the rod's handle. Whiting began whispering so softly that I couldn't hear a word he said, but the rod blank was so sensitive that I could feel the vibration of his whispers in its handle.

"I've tried to design rods that are functional. Everything on the rod has a reason for being there, rather than to design a rod that just looks different," Whiting said. "Our rods look different, but they look different for a reason. And the reason has something to do with making the rod work better for the fisherman. I spend a lot of time talking to my staff. I spend a lot of time talking with fishermen."

Whiting said he depends on feedback from the fishing public and his staff to help his company make a better product. Despite the opportunity to talk about himself or about Airrus Rods, Whiting quickly turned the focus to a couple of teens -- Joey Nania, 15, and Zach Alexander, 14.

Whiting told me how he first met Nania while riding in an elevator at the 2005 Bassmaster Classic in Pittsburgh, where Nania became the Junior Bassmaster Classic world champion in the 11- to 14-year-old division.

"Had it not been for the fact that we were in that elevator, I probably wouldn't have a junior staff," Whiting said. "But I was so totally impressed with this young man, to be, at 14, as well spoken as he was. His dad was extremely supportive of what he wanted to do and yet was not the typical Little League father pressing him.

"I thought to myself, 'Why not have a junior staff? Why not help these kids? Why not see if there's something we can do that will keep them going in the right direction?' "

The result was the Airrus Rods Junior Staffer program.

To be a member of the junior staff, anglers must maintain a B average in school. Whiting said he believes this will give them an incentive to realize how important school is.

"All the kids we have on staff are B-plus students, and I think they always will be. They're all well-spoken. They're all well-mannered, and you can't ask for more than that."

Although these youthful anglers have sponsors, they aren't quite professional. The program gives participants the opportunity to do something many of us only dreamed about when we were their age.

"It's a great deal that they have going so kids like me and Zach, and a lot of other kids around the nation get a chance to do what they love to do at a young age," Nania said program.

Nania, of Liberty Lake, Wash., began bass fishing when he was 6 years old and practices before and after school every day.

That he lives right on a lake doesn't hurt.

Alexander is from Salt Lake City. He won the Utah state championship in the 11- to 14-year-old category four straight years.

"It's been a neat experience," Alexander said. "I have some good competition, and it's getting harder and harder every year. I've been fortunate enough to go and experience it and win, so it's fun."

So where was this program when I was in high school?

Doug Nielsen is an award-winning freelance writer and a former Nevada game warden. His ''In the Outdoors'' column is published Thursday. He can be reached at DougNielsen@takinitoutside.com.