Justin & Mark

Kurl Fishing Tackle was born after a frustrating day on the water in June 2022. It wasn't the three-hour drive towing the boat to the ocean, getting skunked, and driving home—we'd done that plenty of times before. The real frustration came from how we were fishing and the limitations of the tackle we were using.

Trap rigs, herring helmets, and cable baiters were getting bites, but they often left us with blown-out bait bodies, wide-open mouths, short strikes, and no way of knowing how long we'd been trolling with a bait that was no longer performing properly. We kept asking ourselves one simple question: Was there a way to maintain the shape of a wounded baitfish while still delivering the slow, natural roll that salmon love? 

At the time, the answer was no—or at least, not yet.

That day, two lifelong friends put their heads together and came up with a solution: the Kurlfish.

At first, it seemed simple. How difficult could it be to create a system that didn't rely on rubber bands, toothpicks, or treble hooks piercing the body of a baitfish? Four years later, we had our answer.

Justin and Mark aren't lure builders, product engineers, designers, or fishing industry veterans. They're small business owners—a landscaper and a florist—who share a passion for fishing and a belief that there had to be a better way.