6th Sense Fishing

What 6th Sense Fishing does

6th Sense Fishing is a family-owned, privately held US manufacturer and direct-to-consumer retailer of premium fishing tackle, founded in 2008 and operating with 51–100 employees. The company designs, produces, and sells a comprehensive portfolio across soft plastic lures (The Shindo, Panorama Swimbait, Hogwalla, MagBoosa, Bamboosa, Glitch, BuzzGill, and Crappie variants), hard baits (Provoke, Scramble, SplashBack Popper, Quake THUD, Flow Glider 130), jigs and wire baits (swim jigs, bladed jigs, finesse jigs), terminal tackle, rods (137+ SKUs across 10+ series including 6 Customs, ESP, Heater, Juggle, Lux, Milliken, Movement, Response, Sensory, and Salty 6 Inshore), apparel, storage, and accessories. Sub-brands target distinct verticals: Salty 6 for saltwater/inshore, Masterclass for premium tungsten and shakey head tackle, 6 Customs for custom rod building, and a Made In USA plastics collection anchored on domestic manufacturing.

The business model is primarily direct-to-consumer e-commerce through a Shopify storefront at 6thsensefishing.com, supplemented by Amazon marketplace sales and a domestic dealer network with active new-dealer registration. Pricing spans $4.88–$8.99 for soft plastics, $5.88–$24.99 for hard baits, $139.99–$349.99 for rods, and tiered bundle discounts up to 50%. A 6 Sack monthly subscription service adds a recurring-revenue layer. The company targets freshwater bass anglers and saltwater/inshore anglers as primary segments, with crappie and professional/tournament anglers as secondary segments, and emphasizes premium quality, realistic bait design, and US manufacturing for select SKUs. Brand trust is anchored by 6,564 verified reviews averaging 4.79 stars across the DTC storefront.

The company's distribution is concentrated domestically, with shipping restricted to the Continental US for free shipping promotions, and there is no disclosed international footprint. Marketing is executed across Facebook, YouTube, Instagram, TikTok, and X, with email newsletters and content/SEO supporting organic acquisition. No funding rounds, acquisitions, M&A activity, or institutional investment are disclosed, consistent with an organic, founder/family-led growth model. The company operates no public AI/ML initiatives; its technological differentiation rests on the Custom Rod Builder configurator, proprietary lure design, and a Made In USA plastics manufacturing line.

Name

6th Sense Fishing

Legal name

6th Sense Fishing

Website

https://6thsensefishing.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

6th Sense Fishing is a family-owned US manufacturer and direct-to-consumer retailer of premium fishing tackle, designing and selling soft plastics, hard baits, jigs, rods, apparel, and accessories to freshwater bass, saltwater/inshore, and crappie anglers through its Shopify storefront, Amazon, and a domestic dealer network.

Ownership category

akta.pro rank

Product category

Fishing Tackle & Equipment

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

General Fishing Tackle & Bait Retail (CRAMALAA)

akta.pro secondary industries

Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ), Rods, Reels & Line Specialty Retail (CRAMALAI), Freshwater Fishing Specialty Retail (CRAMALAB)

Keywords

• Fishing tackle
• Fishing lures
• Fishing rods
• Soft plastic baits
• Saltwater tackle

Headquarters

HQ city

Willis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales of fishing tackle, rods, apparel, and gear through the company's Shopify e-commerce platform.
2. 6 Sack Subscription: Recurring subscription product delivering curated fishing tackle selections on a regular basis.
3. Bundle Sales: Pre-configured product bundles offering discounted pricing on complementary tackle combinations (Moving Box Bundle, Storage Sampler Kit, Salty 6 Bundles).
4. Amazon Marketplace: Sales through Amazon marketplace channel in addition to direct website sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

6th Sense Fishing designs, manufactures, and sells premium fishing tackle including soft plastic lures, hard baits, swimbaits, jigs, terminal tackle, and a broad lineup of technique-specific fishing rods. The company sells direct-to-consumer through its Shopify e-commerce storefront and offers the 6 Sack subscription box, product bundles, and a custom rod builder tool.

Product overview

6th Sense Fishing is a family-owned premium fishing tackle company offering a comprehensive portfolio of fishing products organized across multiple categories. The core product lines include: (1) Premium Fishing Rods under multiple series (6 Customs, ESP, Heater, Juggle, Lux, Milliken, Movement, Response, Sensory, Salty 6) ranging from entry-level to custom-built premium rods with prices from $119.99 to $349.99; (2) Soft Plastic Lures including best-sellers like The Shindo, Panorama Swimbait, Crappie Shindo, Hogwalla, MagBoosa, Bamboosa, Glitch, BuzzGill, and Plump Panorama with prices ranging from $2.88 to $8.99; (3) Hard Baits featuring the Provoke Series, Scramble Series, SplashBack Popper, Quake THUD, and Flow Glider 130 ranging from $5.88 to $24.99; (4) Jigs & Wire Baits including specialized swim jigs, bladed jigs, and spinnerbaits; (5) Terminal Tackle, Storage & Bags, and Gear & Accessories; (6) Apparel & Headwear; (7) Product Bundles offering discounted combinations; and (8) The 6 Sack Subscription service. Specialized sub-categories include the Salty 6 saltwater/inshore series, Made In USA Plastics, Masterclass premium tackle series, and the Crappie Collection. The company emphasizes premium quality, realistic bait designs, and unmatched customer service for bass fishing, crappie fishing, and saltwater/inshore applications.

Differentiator

Problem solved

Functional benefit

Brands

• Salty 6: Saltwater fishing product series including coastal swimbaits, rods, and terminal tackle designed for inshore saltwater fishing.
• 6 Customs
• Casey's Customs
• Masterclass

Quantifiable outcome

• 4.79 star average rating from 6,484 verified customer reviews

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• GOVX IDminorGTM or Marketing PartnerPartnership with GOVX ID verification service to offer military, first responder, and medical worker discounts. Verification enables eligible customers to unlock special pricing on their orders.
• AmazoncoreChannel Partner/ Reseller/ DistributorMarketplace distribution partnership through Amazon, enabling product sales through Amazon's e-commerce platform alongside direct website sales.
• InsureShieldminorOthersPackage protection partnership offering customers coverage against loss, damage, and porch piracy theft through InsureShield powered by UpsCapital.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Daiwa: Daiwa is a major global manufacturer of rods, reels, and tackle with broad product lines and deep retail distribution, serving as a larger incumbent peer to 6th Sense's rod offering.
• Rapala: Rapala VMC is a large, multi-category global tackle conglomerate whose hardbaits, rods, and terminal tackle compete broadly with 6th Sense across many of the same categories but at much greater scale and distribution.
• Pure Fishing (Berkley): Pure Fishing owns Berkley, Abu Garcia, and other leading tackle brands, providing massive category breadth and retail-shelf dominance that competes with 6th Sense's soft plastics and lures.

Direct peers

• 13 Fishing: 13 Fishing designs and sells premium rods, reels, and lures with a similar youth-leaning, design-forward brand aesthetic to 6th Sense, competing for the same enthusiast bass and multi-species anglers.
• Strike King: Strike King is a US-based premium fishing tackle manufacturer offering soft plastics, hardbaits, jigs, and rods targeting bass anglers, directly overlapping with 6th Sense's core product mix and customer base.
• Z-Man Fishing: Z-Man is a US soft-plastic and jig specialist whose ElaZtech baits compete head-to-head with 6th Sense's Shindo, Hogwalla, and Panorama series in the bass tackle market.
• Gary Yamamoto Custom Baits: Gary Yamamoto Custom Baits is a premium soft-plastic lure maker focused on bass and panfish, comparable to 6th Sense's Shindo, Crappie Shindo, and other creature bait lines.
• Lew's Fishing: Lew's manufactures rods, reels, and combos at a premium price point, directly competing with 6th Sense's Milliken, Sensory, and ESP rod series in the enthusiast bass market.
• DOA Lures: DOA produces premium soft-plastic lures (CAL shad, Terroryster) for inshore saltwater and bass, overlapping with 6th Sense's Salty 6 coastal and Panorama swimbait lines.

Others

• Tackle Warehouse: Tackle Warehouse is a leading US online tackle retailer that sells competing brands alongside 6th Sense and represents both a distribution channel and an indirect competitor for premium tackle mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/6thSenseLureCo
• YouTubeyoutube.com/channel/UCjrO_oG8hcRLKasaLEY_cMw
• Facebookfacebook.com/6thsenselures
• Instagraminstagram.com/6thsensefishing
• TikToktiktok.com/@6thsensefishing
• LinkedInlinkedin.com/company/6th-sense-fishing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 6th Sense Fishing