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Monster Fish Outdoors, a rapidly expanding player in the fishing tackle industry, has acquired Profound Outdoors, a company known for its premium fishing lures and tackle accessories. The deal brings brands such as Azuma, Klone Plastics, and Swampers Jigs under the Monster Fish Outdoors umbrella, consolidating them primarily under the BassMooch brand.
The acquisition marks a significant move for Monster Fish Outdoors, which already owns BassMooch, Level Rods, and Xhing Line. For Profound Outdoors, founded by legendary professional angler Timmy Horton, the sale represents a transition after years of developing a devoted following for its innovative products.
A Legacy in Lures
Timmy Horton, a former BASS Angler of the Year, established Profound Outdoors, quickly carving out a niche with products that resonated with serious anglers. His development of baits like the Z Boss Crankbait Series and Shaker Z Series earned a reputation for precision engineering and effectiveness, particularly in crankbait fishing.
“Designing lures and building up Profound Outdoors has been an immense blessing and a labor of love,” Horton said in a statement. “The Z Boss series has really revolutionized the manufacturing and utilization of crankbait fishing, and I’m so proud of that.”
Horton, who ran Profound Outdoors alongside his wife, Kim Horton, also reflected on the personal significance of the venture.
“This was the first business that Kim and I operated together and helped us realize how much we truly enjoyed entrepreneurship and working together every day,” he added. “It’s a bittersweet day as we let go of the reins, but we are both incredibly excited to see what Matt does with the business.”
Strategic Consolidation
Under the terms of the acquisition, the Azuma, Klone Plastics, and Swampers Jigs brands will be integrated into the BassMooch brand. Monster Fish Outdoors has committed to maintaining the original molds, designs, and color patterns, aiming to reassure anglers of consistent performance. These products are expected to be available for sale on BassMooch.com in the coming weeks.
Matthew Lewis, founder and CEO of Monster Fish Outdoors, emphasized the strategic advantages of the deal. “This acquisition is a major strategic move for Monster Fish Outdoors. It immediately expands our product offerings into categories we weren’t in before — like medium to deep-diving crankbaits, high-quality soft plastics, and tournament-grade jigs and terminal tackle.”
He added that integrating these “proven products with a loyal following” under the BassMooch brand would provide “instant impact” and allow the company to “serve more anglers with a broader range of tools, all built on a foundation of quality and performance.”
The acquisition is seen by both companies as a pivotal moment, aiming to streamline product lines, increase visibility, and enhance investment in innovation and distribution, while honoring the legacy built by Profound Outdoors.
Looking Ahead
As Monster Fish Outdoors takes the helm, the company has indicated that anglers can expect continued availability of their favored baits, alongside potential new innovations and expanded product offerings. The transition period for integrating the new product lines is anticipated to take a few weeks, with full catalogs becoming available on the BassMooch website relatively soon.
Mr. Horton concluded his statement by expressing confidence in the future of his creations under new leadership. “Matt is acquiring what I know to be the very best lures on the market, and we wish him great success.”
The deal solidifies Monster Fish Outdoors’ market position, bringing together a collection of fishing brands that both companies assert are rooted in authenticity and performance, catering to both tournament anglers and recreational fishing enthusiasts.
