About Us
Along the Northern California coast, fishing isn’t just something I do—it’s a rhythm built around tides, fog, and moving water. From the rocky edges of Tomales Bay to the current lines of San Pablo Bay and the glowing lights of local piers, every spot has its own way of fishing and its own set of challenges.
I built this brand from that reality.
I didn’t start in a warehouse or a marketing office—I started on the water, figuring out what actually gets bit when conditions change. Murky water, fast current, low light, pressured fish. I learned quickly that gear has to work in real conditions, not just look good on paper.
That’s why every product is tied to a real place and a real situation:
- Bays where stripers hunt in dirty water
- Piers where baitfish gather under lights at night
- Shorelines where halibut sit tight to the bottom
No overcomplicated gear. No gimmicks. Just simple, proven setups built for how people actually fish here.
I’m based in Novato, California, and everything I design comes directly from fishing these local waters and learning what actually works through time on the water—not theory, not trends.
The goal is simple: build gear that helps anglers spend less time guessing—and more time hooking fish.
Whether it’s a bait-catching rig that fills a bucket under pier lights or a soft bait built for current and structure, everything is designed with one rule in mind:
If it doesn’t work in Northern California water, it doesn’t make the lineup.