Our Story

I’m just a small-town guy from North Carolina who’s always loved fishing. From a young age, I had a passion not just for being on the water, but for building something of my own. At some point, it clicked — why not combine the two?

That’s how Smack ‘Em started.

I launched it out of my house while I was still in school, just working on it whenever I could. What started as a side project quickly became something I genuinely cared about. There’s nothing like the feeling of working toward something that’s yours — and even more so, hearing from customers who were actually getting results using something I made.

After graduating, I took a step back to focus on my engineering career and got married. Life picked up speed for a while. But the idea of Smack ‘Em never really left.

A few years later, I decided it was time to bring it back — and do it right.

Now we’re here. Full swing.

With my background in engineering, I pay attention to the details. Every lure is built with performance and quality in mind, because I know what it means to rely on your gear when you're out there. My goal has always been simple: make something that works, and make sure the customer is genuinely happy with it.

Five years later, we’re hitting the ground running again, and I couldn’t be more excited about what’s ahead.

Glad you’re here.

Tight lines,
Smack ‘Em 🎣