Our next chapter: original BassLureFish rods and lures, informed by experience on the water and the anglers who join us.
Explore the development planWe are developing plans for our own range of BassLureFish rods and lures: original designs informed by 40 years of fishing experience, our filmed tackle tests and what anglers tell us they want and need.
Our aim is to turn those lessons into useful performance, practical design and value. We want to build on the characteristics that prove worthwhile in our fishing, while developing original products under the BassLureFish name.
Premium kit at a sensible price. Not “reassuringly expensive”. Reassuringly tested.
Explore the tests behind our thinking ↗Original designs are the ambition.
Final specifications will follow development.
Our intended rod-development brief will consider casting, sensitivity, balance, fish-playing performance and everyday durability.
We plan to assess complete fishing setups: how a rod works with the reels, lines, lures and techniques anglers actually use.
Lengths, casting ranges, components and prices are not yet finalised.
Our intended lure-development brief will examine profile, action, size, weight, colour, rigging and durability together.
We plan to explore multiple designs and test how they perform in varied fishing conditions before deciding which to develop further.
Models, materials, sizes, colours and prices are not yet finalised.
We have made initial contact with Japanese suppliers and discussed outline ideas for prototype rods and lures.
Development remains at an early stage. Our intended next steps are to refine the design briefs, assess technical feasibility and production costs, and establish a practical route to prototype development.
As those discussions progress, we intend to evaluate materials, component options, tooling requirements, minimum production quantities, lead times and quality-control arrangements. These decisions will help us assess whether a proposed product can deliver the performance and sensible pricing we are aiming for.
Initial supplier discussions do not yet establish where the finished products will be manufactured. We will confirm manufacturing details when arrangements are settled.
The stages below describe our plan.
They are not completed milestones.
Refine the product briefs using fishing experience, our test findings and anglers’ practical needs.
Work towards different prototype options, subject to feasibility, supplier arrangements and costs.
Compare prototypes in varied fishing conditions, gathering practical feedback alongside our own observations.
Identify weaknesses, revise designs and test again. Evaluate production samples, consistency and achievable pricing.
Confirm the range, specifications, manufacturing arrangements, quality checks, prices and availability before launch.
A development target, not a confirmed release date.
Developing original tackle takes time. We intend to give that process the attention it deserves.
Our plan is to develop and compare multiple prototypes, test them with real anglers in varied fishing conditions, and use their feedback to refine performance, practicality and durability.
We want to get the details right before launch. That means allowing time to identify weaknesses, make changes and test again.
We are targeting spring 2028, subject to successful development, testing and manufacturing arrangements. We will share progress as milestones are reached.
What do you value most in a bass rod or lure? What would you improve? Tell us what works, what frustrates you and what you wish your tackle did differently.
Your feedback will help inform the questions we explore as development progresses.
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