It all started in autumn 2022 with handmade prototypes of our FishSimple® Bait Tool, and getting the right materials so that the bait elastic can be tightly bound but slide easily off the tool and create a perfect bait.

We wanted to be able to use any size or shape of hook, and be able to give anglers a handle that they could adapt and make work for them. The handle also becomes a bracket.

After securing our trademark and intellectual property rights, we realised we would have to invest in volume injection moulding to ensure the finished product meets the value for money quality anglers expect. This allowed us to use a new plastic nylon compound that all bait elastics simply glide over. our production facility is here in the UK on the coast of North Wales.

Late 2023 was about testing the market and what better platform than eBay, where customers can leave you feedback straight away. The results have been amazing and the FishSimple® bait tool that is available today for tackle shops, is the result of those 18 months of work.

2 years in & the Bait tool has paid for itself and started to generate revenue. The problem now is, we are hooked. We love the whole product development, and having our own brand so we are going to keep going.

2025 and we have now started adding range to the brand, with the first 2 feathers, and lures already available, Hooks and bait elastic just launched and dozens of new products due in spring 2026 to expand the lines we have launched.

Everything we sell is FULL SALE OR RETURN, so we hope you will come along for the ride.