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The idea was born on camping trip on the Upper St. Croix River, when Brad, Mason, and Caleb saw the need for different baits for the changing conditions. With the ability to adjust colors, glitter density, float depth, and scents, there were endless possibilities to create the best baits.

Why stop there? If they were going to make the best baits, they needed quality fishing rods to match. With the ability to choose the best blanks, guides, and handle components, they could create high-quality, hand-crafted custom rods to keep putting fish in the boat.