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Timmy Horton announced today that he and several other anglers are joining forces to open a new fishing tackle company with lures designed by professional anglers and celebrity fishing personalities called Profound Outdoors.

Here are the details about the new company from their press release:

“Profound Outdoors is a team that connects the grassroots anglers and fans with the top pros,” Horton said. “The pros design our lures based on their experience. The grassroots anglers and fans sell the lures. We are the first company to integrate direct sales into the distribution of professional-quality fishing baits.”

Horton, of Muscle Shoals, said the concept for Profound Outdoors came to him as he practiced for a Professional Anglers Association tournament on Table Rock Lake on the Missouri-Arkansas border.

“As I began thinking about how the company would operate, I became so excited that I had to stop practicing and head for the shore so I could start writing our businesses plan. It’s a powerful plan,” Horton said. “When I began sharing my idea with other pro anglers, they were eager to become part of the Profound Outdoors team and help us design our baits.”

The Profound Outdoors Pro Team includes pro anglers Boyd Duckett, Edwin Evers, Randy Haynes, Kelley Jordon, Gary Klein, Aaron Martens, Cliff Pace, Matt Reed and former Dallas Cowboys safety Gerald Sensabaugh, an avid angler.

“All of our guys are what I call tinkerers. They are constantly experimenting with lures and looking for ways to make them catch more fish,” Horton said. “Our products are made the way the pro who designed it wanted it to be made. It has the same hooks, hardware and materials the pro wanted it to have. We do not take the designs of our pros and then cheapen them down so they are less expensive to produce. When you buy Profound Outdoors products, they are the exact same lures that the pros are using.”

The company’s products will range from jigs and spinnerbaits to soft plastics and hard baits.

Horton said Profound Outdoors takes pride in its customer service.

“It’s important to understand the customer. Our customer is every bit as passionate about our sport as we, the pros,” Horton said. “They are the heartbeat of what makes our sport work. This is a concept that allows us to work closely with them on the same team, allowing the customer to also grow within the business.”

Horton said anglers can purchase Profound Outdoors products at wholesale prices and resale them or just take advantage of the low prices for adding high-end baits to their personal tackle supply.

“It’s entirely up to the team member,” Horton said. “They can sell the lures part-time or use them to start a fulltime business or they can just buy them for their own use.”

Horton said collegiate fishing teams can sell Profound Outdoors products to raise money for team activities.

“This is big time for the fans, the weekend anglers and the pros alike,” Horton said.

More details about Profound Outdoors products and how to become a member of its team will be available soon at profoundoutdoors.com.


16 thoughts on “Anglers Launch New Tackle Company Profound Outdoors

  1. I don’t fully understand the business model…the way I read it, they are cutting out the tackle stores? Why else would you offer wholesale directly to the consumer?

  2. Timmy, I think that could help our organization to obtain some product to give out on our free fishing trips that we do. We take wounded soldiers and veterans fishing once a month and expanding to events a month this year. send me some more info when you can

  3. Yes, it seems they will be cutting out “the middle man”, or tackle stores and look to sell to anglers directly. I think it will have the biggest impact on the bigger retail stores, such as Bass Pro, since most local tackle stores are going to give you a discount if you are a repeat customer anyways.

    • Except BPS is a key sponsor of Tim Horton. As is Yum, Bomber, Rebel, Heddon and others. The other partners have primary bait and tackle sponsors too. Seems like the sponsors would be a bit upset by this, unless they were all in on it a bit, right?

      I would bet their Amway, Pampered Chef or Tupperware style company will be pushing the same cheap XPS products as well as the other companies products but just rebranded with ‘Profound’. Not buying it one bit that they are making or selling new baits exactly like they use for their livelihood.

      It’s just a pyramid scheme that you buy into so as to make you think you are part of, or getting something, special.

      I can see it now, getting invites from folks for ‘Profound Outdoors tackle parties’, or every other table at the local flea-market trying to get folks to buy into their Profound team.

      Just my .02.

  4. This is an awesome plan. What a way to attach the customer with the pro. I plan to be a helping part in this. Thank you Timmy Horton!

  5. This is probably going to be some type of pyramid, but when you really think about it. Your are probably in a pyramid of some sort. Your work benefits the guy above you his work benefits the guy above him all the way to the top. Something to think about and wonder what other tackle companies are going to think of this.

  6. So what if it’s a pyramid, who cares. If the products are quality enough to fish with why wouldn’t I or someone else try them…You people get to caught up in “oh, it’s a pyramid”. Look, it’s fishing stuff and a way for everyone to benefit off each other. I look at it as fun and gives me something interesting to talk about, fishing! I’m in.

  7. Watching Timmy’s show on nbsn and enjoyed it. I am interested in purchasing products.
    I do bass and flw tournaments. Some regional and northerns. I am always looking to improve my knowledge and skills. I would like to see what lures and cost from this new Co.

  8. Ok I’m not opposed to becoming a member and trying to help out with this great sport we have but I’m curious of how this is a benefit if were still buying directly thru tackle wharehouse?

  9. If you have not joined the Profound Outdoors team then here is your invite to become a team member. Just type in the below web address and go to the join link and get started. Make sure you read the various documents that they provide on the website. Less than a $100 to be part of something that can become big is a great opportunity. Spend $20 a year to maintain your membership (Just buy one of their hats will do that). No pyramid scheme here. And the $100 gets you the starter kit which comes with $85 worth of their products to use and decide if you like. So , join us at http://www.profoundoutdoors.com/alabamaoutdoors

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