A.M. Fishing, to be honest, was an accident..
We never set out to start a lure company.
We're fisherman, like yourself, and as fisherman, we’re constantly on the hunt for anything that can give us an extra edge in fooling those elusive finned fiends we’re all so vigorously chasing, and it was that pursuit that lead us to start making our own lures.
“One of our goals is to get anglers as a whole to re-examine everything they think a soft plastic lure can be.”
We embraced our inner Myth Busters and tried all sorts of crazy stuff(automotive paint powders, fiberglass beads to name a couple), fishing it along the way of course, usually side by side with a control, to see what worked, or didn’t..
After accumulating a healthy pile of bait molds, we eventually came up with a super versatile hybrid lure design, we like to call The Curly Tail Jerk Shad.
These lures combine the killer, non-stop action of a classic curly tail with the longer body and erratic action of a jerk shad, producing extremely effective lures. This hybrid design also gives them the ability to be effectively rigged and worked in literally every single application where soft plastic lures are appropriate, and in many where they might not be the typical choice, enabling you to do way more and carry way less!
"High Speed, Low Drag."
Before we made our own lures, we had great success smearing a messy, stick-to-literally-everything garlic scented gel on the lures we were using, so we knew the scent mattered, but we wanted something better. So we set out, to figure out how to incorporate the garlic scent directly into our lures so we could do away with that messy gel but still maintain the garlic scent. The infusion process we came up with checked all our boxes and then some, infusing a super strong garlic scent directly into the plastic our lures are made with. One that will NEVER wear off and is NOT a superficial, slimy coating that is gone after a couple casts.
Once we had the scent and profile put together, we wanted to keep building on that by incorporating everything we found made an actual difference out on the water, the desire to pack every possible advantage into these lures as possible is what lead to our next big breakthrough.
"It's not the arrow, it is the indian, but a better arrow always helps."
The next, absolute game changer we discovered, was the glows.
Initially we were trying to imitate the glowing bacteria/plankton that we see light up anything that moves in the water after dark on night wades.
The glows, expectedly, did a pretty good job of that at night..
But, what we didn’t expect was how much of a difference we found the glows made during the Daytime, and the big secret behind this difference is they reflect UV Light.
You can read more about why Ultra Violet light matters in fishing so much at our Blog here!
UV Light rays penetrate deeper and travel further through the water than most other rays of light, UV Light also penetrates heavy cloud cover and the dirty water. This lead certain underwater predators to develop a 4th color receptor in their eyes able to detect the UV light bouncing off their prey, securing them an extreme advantage over species lacking this ability.
Once we learned that our glowing colors also reflected UV Light and experienced the difference they made in our lures, we incorporated glows into as many of our lures as possible, as well as several UV reflective colorants and compounds!
So all of a sudden we had this trifecta of advantages packed into this one lure with killer action, infused with garlic scent and these glowing colors we were incorporating into everything.
After about 6 months we were catching so many fish on this bait, we had quit using anything else!
We ended up doing so well that between all the fish we were posting and the uniqueness of our baits, a few local tackle shops reached out trying to find out who’s baits we were using and where they could get them.
We came up with a name and logo, ordered some bags and stickers, made up a few packs for them and it was off to the races!
Now our lures are currently carried in over 100 bait and tackle shops from southern Mexico to South Carolina and everywhere in between, thanks to the incredible support we've received from our awesome supporters such as yourself!