Intent Tackle was founded with a simple mission – intentionally design tackle that performs when it matters most. Growing up, I always had a passion for competition. Baseball, golf, and fishing were more than hobbies for me. I clocked countless hours on my bay boats with guys who remain my best friends to this day. As I got older, I had a yearning for entrepreneurship, and I started to funnel my competitive spirit into business and fishing.I found myself investing more and more time fishing the back bays and coastal waters of Cape May County, as well as the Delaware Bay. I was spending a ton of money on tackle equipment, and as a competitor, I understood the value of premium gear — G. Loomis® rods, Shimano® Stella reels, and expensive lures. I only used equipment and tackle that consistently performed in the toughest conditions.

But the rubber met the road one day out on the water. My best friend (and Co-Founder) and I were fishing the Cape May reef. We caught a ton of fish, but we also lost a ton of bucktails. Given the cost of quality lures, I began searching for a better solution. It wasn’t long after when I became obsessed with bringing premium tackle to the market that didn’t cost an arm and a leg.

In 2018, Intent Tackle was founded with a simple mission – intentionally design tackle that performs when it matters most. Tackle that was designed for the serious angler but affordable enough for the hobby fisherman. Tackle that didn’t cut corners when it came to the engineering and science behind it. It became clear that product innovation would be borne out of both pain and personal experience — not from a focus on maximizing margins. Sacrificing quality has never been (and never will be) in our DNA.

We had a hunch we wouldn't be the only ones who loved our bucktails and poppers. And we're excited about bringing more products to market. We want to continue to partner with you as the go-to tackle brand that you can rely on for quality, not cost, and a world-class customer experience to back it up.

In the future, Intent will be the tackle of choice used by enthusiasts, summer hobbyists, professionals, and first-timers. Ultimately, life is about doing what you love with the people you love. And for us, that’s popping for striper at sunset, catching flounder in our favorite holes, and spending time with our friends and families.

We’re hooked on tackle and want you to get hooked on Intent.

Matt Leusner | Co-Founder, CEO
#HookedOnIntent

We’re hooked on tackle and want you to get hooked on Intent.