Omnia Fishing
Omnia Fishing is a US direct-to-consumer e-commerce platform that lets anglers shop tackle and gear by lake, supported by PRO map layers, fishing reports, and a 612-angler ambassador program, serving recreational and tournament freshwater anglers.
- Company typePrivate
- Founded2018
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Omnia Fishing does
Omnia Fishing is a US-based, direct-to-consumer e-commerce company that sells fishing tackle, rods, reels, terminal gear, and accessories to recreational and tournament freshwater anglers, primarily in the United States. The company differentiates with a 'shop-by-lake' concept that filters and recommends products based on the angler's specific water body, supported by an iOS mobile app and an integrated content and data platform covering thousands of US lakes.
Underlying the storefront is a proprietary data and content platform: PRO map layers expose water temperature, clarity, contour, weather, and historical trend data; user and curator-generated fishing reports capture species-specific catch and bait effectiveness; and the 'Hotbaits Near You' feature surfaces location-aware bait recommendations. A content library of articles, technique videos, and tournament coverage drives top-of-funnel SEO, and a 612-ambassador program of professional anglers and content creators amplifies community-led acquisition. PRO membership (annual subscription with a 7-day free trial) bundles free shipping, rewards points, exclusive deals, and access to premium map and lake data layers.
The business operates a hybrid GTM combining e-commerce self-serve, community/influencer-led acquisition, and product-led growth. Revenue is generated through one-time e-commerce product sales and a recurring PRO subscription that creates a land-and-expand motion. Omnia runs its own warehouse out of Minneapolis, MN, and has raised approximately $9.3M across six funding rounds from 2018 through 2025, with Dundee Venture Capital and Founder Collective as lead investors. In October 2025 it announced a strategic partnership with Thorne Bros to deepen inventory and introduce new subscription tiers.
Omnia Fishing firmographics
Firmographics- Name
- Omnia Fishing
- Legal name
- Omnia Fishing Inc.
- Website
- https://omniafishing.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Omnia Fishing is a US direct-to-consumer e-commerce platform that lets anglers shop tackle and gear by lake, supported by PRO map layers, fishing reports, and a 612-angler ambassador program, serving recreational and tournament freshwater anglers.
- Ownership category
- akta.pro rank
Omnia Fishing industry classification
Industry- Product category
- Fishing Tackle E-commerce
- NAICS
- Fishing (11411)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- General Fishing Tackle & Bait Retail (CRAMALAA)
- akta.pro secondary industries
- Freshwater Fishing Specialty Retail (CRAMALAB), Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ), Fishing & Tackle Retail (CRAMABAL)
Keywords
Where Omnia Fishing is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Omnia Fishing business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- E-commerce Product Sales: One-time product transactions for fishing tackle, rods, reels, baits, and accessories. Products are sold at varying price points with periodic promotions and discounts.
- PRO Subscription: Recurring subscription model providing access to premium map layers, exclusive deals, free shipping, rewards points, and enhanced lake data. Includes a 7-day free trial for new customers.
- PRO Deals: Member-only discounts and promotions accessible through PRO membership, creating additional value proposition for subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | PRO membership with comprehensive fishing tools and benefits |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels6 records
Omnia Fishing product offering
Product offeringCore offering
Omnia Fishing operates a shop-by-lake e-commerce platform that enables anglers to discover, buy, and organize fishing tackle personalized to specific US waterbodies. The platform integrates lake data (water temperature, clarity, contours, weather, historical trends) and fishing reports with an extensive inventory of baits, rods, reels, line, terminal tackle, and accessories from multiple brands. An optional PRO membership subscription unlocks premium map layers, exclusive deals, free shipping, and rewards points, and the offering is accessible via the website and an iOS mobile app.
Product overview
Omnia Fishing operates as a unified e-commerce platform combining an online fishing tackle marketplace with lake-specific data services. The core platform enables anglers to shop by lake, browse products by category (Baits, Line, Rods, Reels, Terminal, Accessories, Marine), and access fishing reports. The Omnia PRO subscription add-on provides premium map layers and lake intelligence features, while the mobile app extends access to these services on-the-go. The portfolio centers on the shop-by-lake concept to personalize the tackle shopping experience.
Differentiator
Problem solved
Functional benefit
Brands
- Omnia PRO: Premium membership tier offering advanced map layers, lake data, water temp, clarity, contours, weather, historical trends, fishing reports, rewards, and free shipping for anglers.
Products and services
- Omnia Fishing Online Store Direct-to-consumer e-commerce storefront selling fishing tackle (baits, line, rods, reels, terminal tackle, accessories, marine) from multiple brands, featuring a shop-by-lake navigation that personalizes product discovery based on the angler's selected waterbody. Orders ship from the company's Minneapolis warehouse.
- Omnia PRO Membership
- Omnia Fishing Mobile App Native iOS application providing anglers with on-the-go access to lake maps, fishing reports, cloud cover, product catalog, and the PRO subscription. Core layers are available to all users; advanced layers and benefits require a PRO subscription.
Quantifiable outcome
- Over 100,000 registered anglers receiving newsletters and updates
- +1 more outcomes
Companies that use Omnia Fishing
Customer profileSegments3 records
Ideal customer profiles2 records
Omnia Fishing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Omnia Fishing partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Thorne BroscoreStrategic partnership announced October 2025 to expand inventory, improve product availability, and enhance the shopping experience for anglers. The collaboration includes new subscription tiers, increased inventory depth, and integrated online and in-store benefits.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Omnia Fishing competitors and assessment
Company assessmentDirect peers
- Tackle Warehouse: Online-only fishing tackle retailer offering a broad catalog of rods, reels, baits, and terminal tackle with frequent free shipping promotions. Direct competitor to Omnia in freshwater tackle e-commerce with similar product breadth but without Omnia's lake-data layer.
- Lucky Tackle Box: Subscription tackle box service delivering curated baits and gear monthly to subscribers. Overlaps with Omnia on discovery, content, and angler engagement, and could expand into similar shop-by-lake or data-driven personalization models.
- Mystery Tackle Box: Subscription tackle box service offering curated fishing gear on a monthly basis. Shares Omnia's audience of recreational anglers and competes for subscription share in the same fishing tackle discovery category.
Broad incumbents
- Bass Pro Shops: Large outdoor and fishing retailer with national superstores, strong brand, and full e-commerce offering. Overlaps with Omnia on fishing tackle, rods, reels, and accessories, but operates at far greater scale across hunting, camping, and marine categories.
- Cabela's: Iconic outdoor retailer (now under Bass Pro) carrying fishing tackle, rods, reels, and marine electronics. Competes broadly with Omnia in fishing gear but with a much larger footprint, physical stores, and loyalty program.
- Dick's Sporting Goods: National sporting goods retailer carrying fishing tackle, rods, reels, and accessories both in-store and online. Provides scale, pricing competition, and store-level pickup that pure-play e-commerce specialists must counter.
- Sportsman's Warehouse: Outdoor retailer with strong fishing assortment across rods, reels, terminal tackle, and marine electronics. Competes with Omnia in freshwater tackle, particularly in the Midwest and Mountain West regions.
Emerging players
- Fishbrain: Fishing social app providing catch logs, lake maps, and fishing forecasts to a global community of anglers. Overlaps with Omnia's PRO lake data and fishing report features and represents a competing digital engagement model for recreational anglers.
- Navionics (Garmin): Marine chart and lake map provider owned by Garmin, offering detailed depth contours, navigation, and community-sourced data. Competes with Omnia PRO on advanced lake mapping and could expand further into fishing-specific intelligence.
Regional players
- Thorne Bros: Long-established Minneapolis-based fishing retailer with deep tackle inventory and loyal Upper Midwest customer base. Recently entered a strategic partnership with Omnia Fishing to integrate online and in-store benefits, making Thorne Bros both a partner and a regional peer with overlapping SKUs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Omnia Fishing social profiles
Digital presenceOmnia Fishing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Omnia Fishing leadership team
Management profileNumber of profiles
Profiles3 records
Omnia Fishing funding detail
Funding detailFunding overview
Funding rounds6 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Omnia Fishing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Omnia Fishing
What does Omnia Fishing do?
Omnia Fishing operates a shop-by-lake e-commerce platform that enables anglers to discover, buy, and organize fishing tackle personalized to specific US waterbodies. The platform integrates lake data (water temperature, clarity, contours, weather, historical trends) and fishing reports with an extensive inventory of baits, rods, reels, line, terminal tackle, and accessories from multiple brands. An optional PRO membership subscription unlocks premium map layers, exclusive deals, free shipping, and rewards points, and the offering is accessible via the website and an iOS mobile app.
Is Omnia Fishing a public or private company?
Omnia Fishing is a private company. It is classified as venture growth investor backed and is currently operating.
When was Omnia Fishing founded?
Omnia Fishing was founded in 2018. It employs 11 to 50 people.
Where is Omnia Fishing based?
Omnia Fishing is headquartered in Minneapolis, United States, in the North America region.
How does Omnia Fishing make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are PRO Subscription and PRO Deals.
Who are Omnia Fishing's main competitors?
Direct peers on record are Tackle Warehouse, Lucky Tackle Box and Mystery Tackle Box. Broad incumbents are Bass Pro Shops, Cabela's, Dick's Sporting Goods and Sportsman's Warehouse. Emerging players are Fishbrain and Navionics (Garmin). Thorne Bros is listed as a regional player.
Does Omnia Fishing have an API?
No public API is recorded for Omnia Fishing.
What industry is Omnia Fishing in?
Omnia Fishing's product category is Fishing Tackle E-commerce. Its primary akta.pro industry code is CRAMALAA, General Fishing Tackle & Bait Retail, with a secondary code of CRAMALAB, Freshwater Fishing Specialty Retail. Its NAICS code is 11411 and its SIC code is 5945.