Abstract: A fish tape reel has an ergonomic center handle disposed across the center opening of an annular, high-drop strength housing that defines a cavity containing a fish tape cassette. The interior of the cavity can have rib-like friction reducers against which the fish tape slides. Flat metal fish tape is wound around a hub of the cassette with one end secured to the cassette and the opposite end fed through an exit aperture of the housing. The cassette is rotatably mounted in the housing cavity by a retaining ring sonically welded to the housing. A handle mounted to the cassette facilitates rotating the cassette relative to the housing for winding and unwinding the fish tape. The ergonomic handle is positioned generally along a vertically center line of the housing in position for grasping with a straight wrist when winding and unwinding the fish tape.