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An Open Letter to All Our Customers & Suppliers

Over the past five years, I have had the pleasure of making custom baits for not only myself, but new and old friends. Hearing stories from everyone on their experiences with baits that I have hand crafted gives me great joy. I get a sense of fulfillment with each new story I hear. To see and hear, how I have impacted people’s lives is really humbling me and gives me a great sense of pride.

Sales over the past two years surpassed any expectations that I had, beyond what I thought was possible. 2011 along I have come very close to equaling my 2010 sales numbers in five months. That came with lowering pricing on the B-Sticks, our top selling line of baits.

This past June my wife and I had our second child. Although 99.9% of being a parent is great; two children brings set of new challenges onto itself. With our first child, I could have done a lot better in being there for my wife. I see now that fishing 3-4 days a week and pouring baits 5-6 days was probably not the best decision I made. It was a blast but I wasn’t there for my wife like I should have been. I’m taking every measure possible to correct that this time around.

The recent growth in demand though has been like a double edge sword. The amount of hours needed to meet demand have steadily increased to a point where it was impacting the amount of time I could spend with my family, fishing and perform at a high level in my full time occupation as an IT Manager.

Between the birth of our second child and the increased demand the amount of time I have had to get out and wet a line had drastically decreased. In total the last two years, I can count on my hands the number of times I’ve been able to get out.

After some soul searching I have finally come to terms with a gut feeling I have had for about 9 months. Long story short, there are only so many “free” hours in a day and I cannot continue to invest the time needed to sustain sales or increase them more. I also do not have the drive to oversee it while someone else takes over the day to day reigns. With that said, I have decided that it is time to turn the shop lights off.

How long you ask? At this point, I do not know. I do know it will be for a while. It could be months, it could be a year or two, probably permanently.

Over the past five years, I have turned a hobby into a small business and along the way I have met many great and interesting people I am privileged to call customers, competition, and vendors. I thank all of you all for that privilege. Most notably, thank you for allowing me to call you my friends. Until I see you on the water again my friends. Thank you.


Brian Horlings, Owner