Bill Lewis

Name

Bill Lewis

Legal name

Bill Lewis Lures

Website

https://rat-l-trap.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Irving

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Fishing Lure Hardware Sales: One-time purchase model for fishing lures sold directly to anglers through e-commerce and retail channels

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Bill Lewis Lures designs, manufactures, and sells fishing lures under the Rat-L-Trap brand, with a catalog spanning lipless crankbaits, squarebill and medium-depth crankbaits, jerkbaits, topwater lures, and branded apparel. Products incorporate proprietary acoustic sound-chamber technology (Tri-Tone chambers, distressed-baitfish sound, hammering action) and premium Mustad hooks, sold direct-to-consumer and through retail sporting-goods channels.

Product overview

Bill Lewis Lures is a fishing tackle company offering a diverse portfolio of fishing lures under the Rat-L-Trap brand. The company specializes in lipless crankbaits (including the legendary Rat-L-Trap original, Big Gizz, Hammer Trap, Tiny Trap, Mini Trap, Mag Trap, Mag Force, Super Trap, Float'n Trap, Knock'n Trap, Saltwater Trap, and Knockin' Hammer Trap), squarebill and medium-depth crankbaits (Brush Crank, Hammer Flat Crankbait, Afterburner, DR 24, ATV Crankbait, SB57 Squarebill, Echo Squarebill, Mid-Range MR6 and MR12, Precise Coastal Crank, and Walleye Crank varieties), jerkbaits (SCOPE Stik 100/120, Depth Strike), and topwater lures (Baby Bubbler, Stutterstep, Zig-Zag). The company also produces branded apparel.

Differentiator

Problem solved

Functional benefit

Brands

• Rat-L-Trap: Original lipless crankbait lure producing the sound of distressed baitfish to attract predator fish
• MR-6
• ATV Squarebill
• Hammer-Trap
• Scope Stik

Products and services

• Original Rat-L-Trap The flagship lipless crankbait producing the sound of distressed baitfish to attract predator fish and provoke aggressive strikes. For recreational and tournament anglers.
• Big Gizz A larger-sized lipless crankbait lure.
• Hammer Trap Lipless lure with a unique hammering action and Tri-Tone sound chambers that produce distinctive tonal variations to attract predator fish.
• Knockin' Hammer Trap A lipless crankbait with hammering action.
• Tiny Trap A smaller-sized lipless crankbait lure.
• Mini Trap A miniature-sized lipless crankbait lure.
• Mag Trap A magnet-equipped lipless crankbait lure for magnetic depth control.
• Mag Force A magnet-equipped lipless crankbait lure with force technology.
• Super Trap An enhanced lipless crankbait lure.
• Float'n Trap A floating variant of the lipless crankbait.
• Knock'n Trap A lipless crankbait with knocking action.
• Saltwater Trap A saltwater-specific lipless crankbait.
• Brush Crank A crankbait designed for fishing in brush and heavy cover.
• Hammer Flat Crankbait A flat-sided crankbait with hammering action.
• Afterburner A high-performance crankbait lure.
• DR 24 A deep-running crankbait model.
• Precise Coastal Crank A coastal fishing crankbait for targeting inshore species.
• Precise Coastal Crank Light A lighter version of the Precise Coastal Crank.
• The Gnat A small-sized crankbait lure.
• ATV Crankbait Squarebill crankbait that excels in all terrain, maintaining traction and deflection. Powers through obstacles with Mustad Triple Grip hooks and runs 1–6 feet depth.
• SB57 Squarebill A squarebill crankbait model.
• Echo Squarebill An echo-sounding squarebill crankbait.
• Mid-Range MR6 Crankbait co-developed with Major League Fishing pro Mark Daniels Jr., targeting the 6-foot depth range. Length: 2.4 inches; Weight: 3/8 oz; Depth: 6 ft.
• Mid-Range MR12 A mid-range crankbait targeting the 12-foot depth range.
• Precise Walleye Crank A crankbait specifically designed for walleye fishing.
• Precise Walleye Crank Light A lighter version of the Precise Walleye Crank.
• SCOPE Stik 100 A jerkbait offering increased angling edge in the 100 size variant.
• SCOPE Stik 120 A jerkbait offering increased angling edge, longer 120 variant.
• Depth Strike A jerkbait designed for depth targeting.
• Baby Bubbler A small topwater bubble lure.
• Stutterstep A topwater lure with stutter-step action.
• Zig-Zag A topwater lure with zig-zag action pattern.
• Bill Lewis Apparel Bill Lewis branded clothing and accessories.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• GSM OutdoorscoreOthersBill Lewis Lures is a brand under GSM Outdoors parent company. © 2023 GSM outdoors. The brand is operated and distributed as part of the GSM Outdoors portfolio of outdoor recreational brands.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Daiwa: Daiwa is a global tackle incumbent whose lure and hardbait catalog competes at the broad sporting-goods retail level alongside Bill Lewis' offering.
• Berkley (Pure Fishing): Pure Fishing's Berkley brand spans rods, reels, line, and lures; its crankbait and lipless lure SKUs are a much broader portfolio alternative that competes for the same retail shelf space and consumer wallet.

Direct peers

• Mann's Bait Company: Mann's produces hardbaits and crankbaits marketed to bass and saltwater anglers, placing it in direct competition with Bill Lewis' product line at specialty tackle retailers.
• Bagley Bait Company: Bagley is a focused crankbait and lipless lure manufacturer with deep category roots, making it a closely comparable direct peer to Bill Lewis' Rat-L-Trap and squarebill lines.
• Rapala: Rapala is a globally distributed lure manufacturer whose crankbait and lipless crankbait lines directly compete with Rat-L-Trap-style products on retail shelves worldwide.
• Bandit Lures: Bandit is a small, lure-focused brand built around crankbait designs — directly comparable in product philosophy and target angler to Bill Lewis.
• Norman Speed Lure: Norman manufactures small, specialized crankbaits and lures, overlapping with Bill Lewis' smaller-size offerings such as The Gnat, Tiny Trap, and Mini Trap.
• Strike King: Strike King manufactures crankbaits, lipless lures, and jigs used by recreational and tournament anglers — a direct overlap with Bill Lewis' lipless crankbait and squarebill product lines.
• Bomber Lures: Bomber Lures specializes in crankbaits and squarebills for bass and saltwater, competing head-to-head with Bill Lewis' mid-depth and squarebill offerings.

Emerging players

• Jackall: Jackall is a Japanese-origin hardbait specialist (crankbaits, jerkbaits, topwater) with strong tournament credibility that increasingly competes with Bill Lewis among US bass anglers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BillLewisLures
• Facebookfacebook.com/Original.RattleTrap
• LinkedInlinkedin.com/company/bill-lewis-lures

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 Bill Lewis