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Interview with Greg Werner from BassReaper Bait Co.

... by sfjtomp October 27, 2020

I came across BassReaper Bait Co on twitter a few months ago and since then I've seen their logo pretty much every day. Not only do they have really cool soft plastics baits but they also have some great clothing! A few weeks ago, I had a chance to speak with Greg Werner and interview him for our small business series.

Hi Greg, thanks so much for taking the time to speak to us. Can you tell us a bit about your company and your products?

Sure thing. We are a family driven by tournament fishing. A family owned company that knows the real-life struggle of professional fishing and locking down sponsorship. So we felt starting a company would help in that aspect and at the same time begin a future for our kids.

Of all the products your company makes, is there one that you fall back to most often? Do you have a specific technique when fishing it?

Yes! I personally love to dropshot so the I-Sickle is my personal go to. Rachel my wife and legal owner of the company opts for a swimbait like our Sinister Shad.

Your logo is super unique and hard to forget once you see it! I particularly like the RIP OLD BAITS on the tombstone. Where did the idea for it come from?

The idea for the name in general or the tag line on the Tombstone? The name came from a hash tag I started using on Twitter but at the time it was just that a hash tag. The rip old baits was from the graphics designer Lloyd Bell

What is your process when it comes to developing your products? How long does it take to get something from concept to product and what type of testing do you put it through?

The ideas are fast lol! Timing depends on complexity. The more complex the longer it takes and the other factor is money. Money dictates more than anything. The final part of the equation is on the CNC shop and how quickly they can get it done. Testing is generally minimal. Experience can predetermine a lot when it comes to design as well as the application you’re designing it for.

With endless possibilities for colors, how do you select which colors you’ll produce?

We try to stay with the conventional colors. We know from experience and conversations with industry leaders which colors the consumer buys.


BassReaper 5' Sinister Shad

I first came across your brand on Twitter and once I saw it that first time, I kept seeing it over and over from different people. How important has social media been in developing your brand? Is there a social media channel that you find to be most effective?

Social media is the best tool you have. Without it you’re not going anywhere fast. It’s a job in itself. If we had to choose one platform above the rest it's probably Facebook because it’s the biggest.

Why did you decide to go with NASCAR for your first big national exposure and what makes Joe Graf's team the right fit for your brand?

We went with Joe Graf's team in NASCAR first over say a professional fisherman to maximize our impact. We feel Joe and his team along with the NASCAR exposure puts us out there faster and farther. Once again decisions in business are always financially dictated. Marketing is all about the most bang for your buck.

You are actively looking for new pro staff. What criteria do you look for in your applicants and what do you expect of them?

We try to go for tournament anglers. They typically have more knowledge with techniques and presentations therefore they can explain bait profiles better. Being knowledgeable about products especially ours is a crucial part of promoting. You cannot promote it if you don’t know it. We also look for active social media presence. We like these people just as much for their ability to strike up a conversation. We expect professionalism and a great attitude from all our team members. We don’t tolerate people talking badly about another company or person.

Your products are available on your website at https://bassreaperbaitco.com/. With the plastics market being pretty crowded and shelf space limited, have you been able to break through into any brick and mortar retailers? If so, what challenges have you faced and how have you overcome them?

We are in some smaller tackle stores and growing more each season. The biggest obstacles are the competition. Branding is your only hope.

2020 has been a difficult year for many people due to the pandemic. Fishing seems to have grown during this time because it’s a sport that naturally lends itself to social distancing. What impacts have you experienced and do you think these changes will be here to stay?

Being a yet new company covid hit us extremely hard. We lost our ability to attend shows and be seen by the public. A lot of these changes will unfortunately be here to stay.

What has been your biggest challenge in getting this company off the ground and what has been the biggest highlight since you’ve started it?

Money! It’s always money. NASCAR by far is the biggest highlight. It’s such a great feeling. It’s an honor and a privilege to get to that level.

Fishing is full of great people that are eager to help and share their knowledge. Have there been any other companies or pros that have given you advice or had a positive impact on your business?

I can’t say first hand. What I mean is we haven’t had conversations like that however we’re inspired by the fishing industry as a whole. We look at other companies for inspiration and say to ourselves "We want to be there."

What about your company or products has been most important in achieving the success you’ve had so far, and what do you see for the company over the next 5 years?

The people who are a part of it. There are so many people. We’re a company built by people for people. Bill (WildBill) Wassmann has been with us every step of the way along with others like Matt Leicester, Brad Jones, Aaron Wildman, Kevin Cantrell. Without great people believing in us and our vision none of this works.

Now for a question about fishing in Wisconsin. What are your favourite lakes for Fall bass fishing and what are you using to fish them?

They’re all my favorites. Can I say that? A few lakes on our list in Wisconsin would be Sturgeon Bay, Big Green Lake, Metonga, the Menominee River on the Upper Peninsula border and the Minoqua Chain. These are all great fisheries with multiple species of game fish.

Fall is a great time to fish in Wisconsin. They’re looking to bulk up for winter. A nedrig like the BassReaper Blunt is actually a great choice this time of year. A jig and chunk trailer, and even jerkbaits.

Thank you so much for taking the time to answer our questions.

Thank you for reaching out to us for this interview.

It was a pleasure speaking with Greg and learning more about BassReaper Bait Co. If you want to find out more about them or purchase some of their products follow the links below. Check out our fishing deals and offers page for a BassReaper Bait Co. discount code. There is also a list of some of the stores that carry BassReaper Bait Co.

  • Hardcore Outfitters, Iron Mountain, MI
  • Norway Quick Stop, Norway. MI
  • Whisler Outdoors, Florence, WI
  • T&B One-stop, Crivitz, WI
  • Wicked Fish Bait and Tackle, Gulfport, MS
  • Walt's Bait and Tackle, Mankato, MN
  • Phillip's Bait and Tackle, Lakeland, FL

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