Bait Rigs Tackle Co

What Bait Rigs Tackle Co does

Bait Rigs Tackle Co is a privately held fishing tackle manufacturer founded in 1993 and headquartered at 315 Sanborn Avenue Suite C, Ashland, Wisconsin. The company designs and manufactures multi-species freshwater fishing lures and accessories across six product categories: jigs (Odd'Ball, Slo-Poke, Panfish Cobra series), crankbaits (T-Boned series including Unhinged, Psycho Minnow, Shad, Spaz, and Minnow variants), pre-configured kits targeting walleye, panfish, crappie, ice, weed/timber, and big-water applications, rigs (PRO-BottomBouncer, Serious Walleye 2-hook crawler harnesses, AstroBrite spinner blades), spoons (Panfish and Walleye Willospoons), and soft-plastic Whale Tail baits (8", 11", 14", plus PaddleTail and Phat Tail). Target species include walleye, muskie, pike, bass, crappie, trout, and panfish, with kits and color variants tailored to regional conditions such as Northern Wisconsin and big-water river/lake systems.

The company operates a direct-to-consumer go-to-market exclusively through its own e-commerce storefront at baitrigs.com, supported by phone orders via 1-800-236-7441 and email at [email protected]. Pricing is unit-based pay-as-you-go with individual items ranging from $1.15 (AstroBrite spinner blades) to $37.47 (top-of-line jigs and crankbaits), and kits priced $18.47-$34.60. The stated customer base consists of tournament professionals, professional guides, and avid recreational anglers. The company is wholly owned by Tony and Sara Brown, employs 5 people, and reports no external funding, parent company, subsidiaries, partnerships, patents, or trademarks in the available data. Operating geographies are limited to the United States and Canada, with no broader international footprint claimed. Marketing is restricted to an organic Facebook presence at facebook.com/BaitRigsTackle, and the company cites over 30 years of brand heritage with self-described "award-winning" product designs, though specific award names are not disclosed.

Revenue is not publicly disclosed, and the company shows no app, API, or AI/ML capabilities. The business profile is that of a small, founder-operated niche consumer-products manufacturer with long-standing brand equity in the Upper Midwest fishing tackle market, sustained product line refresh activity, and minimal distribution or marketing infrastructure beyond its own storefront.

Name

Bait Rigs Tackle Co

Legal name

Bait Rigs Tackle Company

Website

https://baitrigs.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Bait Rigs Tackle Co is a 5-employee, family-owned Wisconsin fishing tackle manufacturer selling multi-species freshwater lures directly to consumers through baitrigs.com, serving serious anglers targeting walleye, bass, crappie, panfish, and other freshwater species.

Ownership category

akta.pro rank

Product category

Fishing Tackle & Lures

akta.pro primary industry

Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ)

akta.pro secondary industry

General Fishing Tackle & Bait Retail (CRAMALAA)

Keywords

• Fishing tackle manufacturing
• Freshwater fishing lures
• Multi-species fishing gear
• Walleye and panfish jigs
• Fishing spinner blades

Headquarters

HQ city

Ashland, WI

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase model for fishing tackle products sold directly to consumers through e-commerce website. Products include jigs, crankbaits, rigs, spoons, kits, and whale tail plastics at various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Bait Rigs Tackle Company designs and manufactures freshwater fishing lures and tackle, including jigs, crankbaits, spinner rigs, spoons, soft plastic Whale Tails, and pre-configured species-specific kits sold direct-to-consumer through its own e-commerce site. The product line targets anglers fishing for walleye, muskie, pike, bass, crappie, trout, and panfish, with over 30 years of branded, award-winning product design.

Product overview

Bait Rigs Tackle Co is a fishing tackle manufacturer specializing in multi-species fishing lures and accessories. The company produces a comprehensive portfolio of products organized into six main categories: Jigs (including Odd'Ball, Slo-Poke, and Panfish Cobra series), Crank Baits (T-Boned series in multiple variants), Kits (pre-configured fishing combinations targeting specific species like walleye, panfish, and crappie), Rigs (bottom bouncers, crawler harnesses, and spinner blades), Spoons (Willospoon series), and Whale Tail Plastics (soft plastic lures). Their products target serious freshwater anglers fishing for walleye, muskie, pike, bass, crappie, trout, and panfish. The company emphasizes innovation and award-winning designs with over 30 years of industry experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Odd'Ball Jig Series Multi-weight jig lures (1/16 oz through 3/4 oz) for freshwater fishing, including the Odd'ball 5/8 oz variant, in multiple colors including glow patterns for low-light conditions. Designed for serious anglers targeting multiple freshwater species.
• Slo-Poke Jig Series Slow-pace jig series including the Slo-Poke WeedMaster for heavy cover, LS Long Shank models, and Crappie-specific jigs, with weights ranging from 1/32 oz to 1/4 oz. Built for freshwater fishing scenarios with cover and structure.
• Panfish Cobra Jig #20 Mighty Mouse Small-sized jig in the Mighty Mouse pattern for panfish and crappie anglers, offered in multiple color combinations.
• T-Boned Crankbait Series 4-inch crankbaits including Unhinged, Psycho Minnow, Shad Series, Spaz Series, and Minnow Series variants in multiple color patterns for varied fishing conditions.
• Odd'Ball Jig, Lakes and Rivers Jig'n Kit Pre-configured jig kit with Odd'Ball jigs optimized for lakes and rivers fishing, including multiple jigs and components for panfish and walleye.
• Ultimate Panfish Kit Comprehensive panfish targeting kit with multiple lure types for crappie, bluegill, and other panfish species.
• Crappie Grub Master Kit Specialized crappie fishing kit with grub-style lures and components targeted at crappie across varied water conditions.
• Panfish Cobra Jig Ice Kit Ice fishing kit featuring Cobra jigs designed for panfish during the ice fishing season.
• Walleye Super Pro Jig Kit Professional-grade walleye jig kit of premium jigs and components aimed at serious walleye anglers.
• Northern Wisconsin Jig'n Kit Regional kit with jigs optimized for Northern Wisconsin fishing conditions, targeting walleye, bass, and pike.
• Slo-Poke Weedmaster, Weed and Timber Jig'n Kit Heavy cover fishing kit featuring WeedMaster jigs for anglers fishing weeds, timber, and dense vegetation.
• Serious Walleye Spinner Blade Kit Spinner-based walleye kit with AstroBrite spinner blades and related components for walleye fishing.
• Walleye WilloSpoon Kit Walleye-specific spoon kit featuring Willospoon lures for walleye fishing across varied conditions.
• Walleye Lakes and Rivers #2 Colorado Fluorescent Blade Kit Colorado blade kit with fluorescent colors optimized for walleye fishing in lakes and rivers.
• Walleye Big Water #5 Colorado Fluorescent Spinner Blade Kit Large-water walleye kit with #5 Colorado spinner blades in fluorescent colors for big water applications.
• Crappie Panfish Trout Willospoon Kit Multi-species kit with Willospoon lures for crappie, panfish, and trout fishing.
• PRO-BOTTOMBOUNCER Series Bottom bouncing rig system in multiple weights (1/2 oz, 1 oz, 1-1/2 oz, 2 oz, 3 oz) sold in 3-pack bundles, designed for walleye fishing.
• Serious Walleye Rig 2 Hook Crawler Harness Two-hook crawler harness rigs available with #2 or #5 Colorado spinner blades in multiple color options, designed for walleye fishing.
• AstroBrite Walleye Spinner Blades High-visibility spinner blades in #2 and #5 sizes with multiple color patterns, intended for walleye and other predator fish.
• Panfish Willospoons #2 Blade Small spoon with #2 blade for panfish fishing, available in multiple color options.
• Walleye Willospoons #3 Blade Medium spoon with #3 blade for walleye fishing, available in multiple finishes including gold and nickel.
• Whale Tail Plastics Series Soft plastic tail lures including PADDLETAIL, Phat Tail, and Whale Tail variants in sizes 8", 11", and 14" for freshwater fishing applications.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Booyah Bait Co. Direct peer producing spinnerbaits, jigs, and bladed jigs for bass and multi-species anglers. Comparable as a focused lure brand with overlapping product formats.
• Custom Jigs & Spins: Direct peer and Wisconsin-based tackle manufacturer specializing in ice fishing and open-water jigs, spoons, and tungsten components. Closely comparable in scale, geography, and multi-species freshwater focus.
• Northland Fishing Tackle: Direct peer specializing in multi-species freshwater fishing jigs, spoons, and rigs targeted at walleye, panfish, and bass anglers. Compares closely as a fellow small-to-mid-size tackle brand with similar product categories and angler base.
• Lindy Fishing Tackle: Direct peer known for walleye rigs, crawler harnesses, and spoons sold to serious freshwater anglers. Highly comparable product mix, particularly to Bait Rigs' rig and walleye categories.
• Panther Martin: Direct peer specializing in inline spinner lures for trout, panfish, and bass. Comparable as a niche tackle manufacturer with a focused product line and similar multi-species approach.

Broad incumbents

• Strike King: Broad incumbent covering jigs, crankbaits, spinnerbaits, and terminal tackle with strong tournament presence. Comparable via multi-species product catalog though distributed through mass retail channels Bait Rigs lacks.
• Rapala: Broad incumbent and global fishing tackle leader offering jigs, crankbaits, spoons, and soft plastics across all species. Comparable through product overlap, though Rapala operates at vastly greater scale and distribution breadth.
• Eagle Claw: Broad incumbent in hooks and terminal tackle with broad distribution. Comparable via jig and rig categories, though Eagle Claw operates at significantly larger scale with national retail penetration.
• Berkley (Pure Fishing): Broad incumbent under Pure Fishing offering jigs, soft plastics, rigs, and accessories across all species. Comparable through category overlap, though much larger scale, R&D, and big-box distribution.

Others

• VMC Hooks: Adjacent hook and terminal tackle component manufacturer used as input in rigs and jigs. Comparable via component supply chain relationship in the broader tackle ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BaitRigsTackle
• LinkedInlinkedin.com/company/bait-rigs-tackle-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Bait Rigs Tackle Co