A bass boat, a bad joke, a bunch of fishing trips, and one increasingly serious question: can fishing pay for fishing?
MEET THE CREW →Crook’d Hook’r is a bass-fishing brand, trip log, content operation, lake-intelligence project, tournament toolbox, gear experiment and running record of the questionable decisions that happen between the driveway and the weigh-in stage.
A trip produces stories, catches, waypoints, expenses, lessons, lake knowledge, gear opinions, business opportunities and content. Crook’d Hook’r is where all of that gets connected.
While getting rods ready at Pickwick Lake State Park Resort, the conversation turned to a nearby combination bar, pizza place, gas stop and bait-shop kind of establishment.
Matt’s brother Marshall threw out the name as a joke. It stuck immediately. Later, the boat got christened with it, other boaters started commenting on it, and the joke turned into a brand.
The spelling got cleaned up. The attitude did not. Real fishing, real people, useful information and enough self-awareness to laugh when the plan falls apart.
Real trips create useful information. Useful information creates stories, tools, products and sponsor value. The operation should eventually help pay for gas, tackle, travel, tournaments and everything else required to go do it again.
The little princess that gets the crew to the fishing hole every Thursday night: a 2006 Triton SP185 with a Mercury Optimax 115, a documented 42.3 mph attitude and enough electronics to know exactly where the fish are choosing not to cooperate.
Open crew file →
Boat owner, bass fisherman, electronics addict, trip planner and the guy trying to prove fishing can pay for fishing. If a trip produces a fish, a story, a waypoint, a receipt or a business idea, Matt probably saved it.
Open crew file →
Thursday Night Operative. Emergency Net Man. Bud Light Inventory Supervisor. Mushy works the back deck, contributes exactly zero snacks, says ‘Cat, cat’ for reasons still unknown, and remains conveniently close whenever an ordinary fishing trip turns into a story.
Open crew file →Lake conditions, regulations, safety, tournament rules, records, payments and sourced fishing intelligence should be accurate, current and clear.
Trips, personalities, boat stories, bad decisions and Hook’d content get to sound like fishing actually sounds when the cameras are not trying to sell you something.
