Thanks John, I bookmarked that site. That is definitely my reel system.
This was timely, as mine had just locked up on me. My brother and I were out yesterday looking at it. We got the cover off the motor, but it looked like we were gonna have to remove the whole assembly to be able to get the motor off.
We spent ~30min trying to figure out how to get the assembly out, with no luck. I said let me do some more research first. As we were about to button things up, he says lets try the "whack" fix(he's an EE). So he holds down the button and whacks the motor with a screwdriver handle, and waalaa it starts working again. We ran it out and in quite a few times and lubed up what we could get at, seemed to stay working.
I assume this problem will rear it's head again, but at least we think we know how to get the assembly out now. Once the hose was out we could see behind it, think the back slides into a slot and all we need to do is drill out the front 2 pop rivots and it "should" slide out. Hopefully I won't have to find out for awhile.