What House of Outdoors does

House of Outdoors is a privately held holding company based in Krum, Texas that consolidates a portfolio of outdoor recreation brands under a unified Develop-Market-Deploy operating model. The company operates three wholly owned sub-brands: Googan Baits, founded in 2018, which designs, develops, and distributes fishing baits and fishing-related products and is described as the fastest-growing brand in the soft plastic and hard bait categories; Googan Squad, the company's social media outdoor content platform averaging approximately 50 million monthly views, which functions as the primary customer acquisition and brand-building engine for the product portfolio; and Bass Mafia, established in 2010, which holds patents on ultra-premium tackle storage solutions including the Coffin series and Bait Casket line. House of Outdoors also acquired DUX Waterfowl in April 2021, extending the portfolio into the waterfowl hunting category.

The company's business model centers on the design, manufacture, and distribution of physical outdoor products (primarily fishing baits and tackle storage) sold through two channels: major outdoor retail chains globally and a direct-to-consumer storefront. Googan Squad's owned content platform acts as an integrated marketing flywheel, converting ~50M monthly views into brand engagement and product demand for Googan Baits, while Bass Mafia's patented storage products serve a more specialized premium segment. Revenue is generated through hardware sales across the product brands, supplemented by the content-driven commerce loop. Pricing is not publicly disclosed. The customer base is fragmented and consumer-facing, with no disclosed enterprise accounts, and the company serves anglers ranging from beginners to serious professional users.

Strategically, House of Outdoors positions itself as both an operating company and a strategic partner for other outdoor-focused businesses, explicitly seeking alignment with business owners and management teams looking for growth capital or strategic support. Leadership comprises Matt Kendrick (CEO), Jeff Schroeder (CFO), and Winston Tucker (President and CRO). The portfolio spans fishing (Googan Baits, Bass Mafia), outdoor content (Googan Squad), and waterfowl hunting (DUX Waterfowl), with no disclosed AI/ML capabilities, no public funding history, and no disclosed institutional investors or parent company.

Name

House of Outdoors

Legal name

House of Outdoors

Website

https://houseofoutdoors.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

House of Outdoors is a privately held holding company based in Krum, Texas that consolidates outdoor recreation brands including Googan Baits (fishing baits), Googan Squad (a 50M-monthly-view content platform), Bass Mafia (patented tackle storage), and DUX Waterfowl, serving anglers and hunters through retail and direct-to-consumer channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Product Sales - Fishing Baits: Design, development, marketing, and distribution of fishing baits and fishing-related products under Googan Baits and Googan Squad brands. Products are sold through major outdoor retailers and direct-to-consumer channels.
2. Product Sales - Tackle Storage: Sale of patented ultra-premium tackle storage solutions under Bass Mafia brand, featuring advanced engineering and proprietary materials for serious anglers.
3. Content-Driven Commerce: Monetization through Googan Squad's social media platform (50M monthly views) which translates into product sales for Googan Baits, creating an integrated content-to-commerce revenue stream.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

House of Outdoors is a holding company that develops, markets, and distributes outdoor recreation products across three owned brands: Googan Baits (fishing baits and fishing-related products), Bass Mafia (patented premium tackle storage solutions), and Googan Squad (a large outdoor social media content platform). The company integrates content-driven marketing with product distribution through major outdoor retailers and direct-to-consumer channels, targeting anglers of all skill levels.

Product overview

House of Outdoors is a collection of outdoor-focused companies operating as a unified holding company with three distinct sub-brands: Googan Baits (fishing baits and fishing-related products founded in 2018), Googan Squad (a leading social media outdoor content platform with ~50M monthly views), and Bass Mafia (premium tackle storage solutions pioneered in 2010). The company operates across three phases: Develop (product development and supply chain), Market (content creation and marketing), and Deploy (retail distribution and direct-to-consumer sales).

Differentiator

Problem solved

Functional benefit

Brands

• Googan Baits: Designs, develops, markets, and distributes fishing baits and other fishing-related products marketed under the Googan Baits and Googan Squad brands. Founded in 2018, it has quickly gained shelf space in all major outdoor retailers and is the fastest-growing brand in soft plastic and hard bait categories.
• Googan Squad
• Bass Mafia

Products and services

• Googan Baits Fishing baits and other fishing-related products marketed under the Googan Baits and Googan Squad brands. Founded in 2018, the brand quickly gained shelf space in all major outdoor retailers and is the fastest-growing brand in the soft plastic and hard bait categories, appealing to anglers of all skill levels.
• Googan Squad Content Platform The largest social media outdoor content platform, averaging close to 50 million views each month. Has developed a loyal fanbase that translates into the ability to build and market successful products like Googan Baits to avid anglers and inspires new and aspiring anglers to join the sport of fishing.
• Bass Mafia Tackle Storage Patented ultra-premium tackle storage solutions including the tough-enough-to-drive-over Coffin series and the Bait Casket line. Established a new standard for utility tackle storage with advanced engineering and proprietary materials designed to withstand extreme use by serious anglers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Plano Molding Company: Long-standing leader in tackle storage and tackle management systems (Plano boxes, StowAway, Edge series). Direct competitor to Bass Mafia in tackle storage category with deeper product breadth and broader retail distribution.
• Strike King Lure Company: U.S. bass fishing lure brand specializing in hard baits, soft plastics, and terminal tackle sold through major outdoor retailers. Direct competitor to Googan Baits with an established tournament-angler following.
• Flambeau Outdoors: Manufacturer of tackle storage, hunting gear, and outdoor storage solutions including the Zerust and Tuff Tainer lines. Direct competitor to Bass Mafia's Coffin and Bait Casket tackle storage offerings.
• Z-Man Fishing Products: Manufacturer of soft plastic baits, terminal tackle, and ChatterBait lures competing directly with Googan Baits in the soft plastic category across the same major outdoor retail channels.

Broad incumbents

• Bass Pro Shops: America's largest outdoor retailer (combined with Cabela's) selling fishing tackle, hunting, boating, and outdoor lifestyle goods across hundreds of stores. Key retail channel for House of Outdoors' brands and a vertically integrated competitor with proprietary product lines.
• Pure Fishing: Berkshire Hathaway-owned global fishing tackle conglomerate owning brands such as Berkley, Abu Garcia, Penn, and Shakespeare. Direct overlap with Googan Baits in soft baits and hard baits, and with Bass Mafia in tackle storage; vastly larger scale and R&D budget.
• Shimano Inc. Japanese manufacturer of fishing reels, rods, tackle, and cycling components with deep retail relationships globally. Comparable to House of Outdoors in serving serious anglers through major outdoor retailers, though focused on rods/reels rather than baits and storage.
• Rapala VMC Corporation: Public Finnish fishing tackle giant producing lures, hard baits, fishing line, and tools under Rapala, VMC, and other brands. Direct competitor to Googan Baits in hard bait category with global retail penetration similar to House of Outdoors' distribution.
• Daiwa (Globeride Inc.): Japanese fishing tackle manufacturer producing reels, rods, and lures with strong presence in U.S. outdoor retail. Overlaps with House of Outdoors' bass-fishing customer base and major-retail distribution strategy.

Emerging players

• MeatEater (The MeatEater Inc.): Outdoor media and commerce company (founded by Steven Rinella) combining a streaming/show platform with branded products in hunting, cooking, and apparel. Strong analog to House of Outdoors' content-to-commerce model, though focused on hunting rather than fishing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/house-of-outdoors

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about House of Outdoors