These color shifting baits are made for helping you fine tune your fishing experience. The baits shift colors depending on available light and diff...

The reflective effect of the Holographic Swim Shad Soft Bait creates flashes of light in the water that attract game fish from all around. In addit...

Gobs of 5.25" and 7.75” Paddle Tail baits! A perfect imitation of bunker, herring, mullet, alewife, minnows and so much more, they'll make even the...

The 5" paddletail is designed to be one of the most versatile big game saltwater swimbaits you can find.  Most swimbaits offered in this size have ...

Not just another weighted soft plastic! The RonZ Original Series baits are a carefully engineered two-piece system designed to provide maximum life...

The Big Game HD is the flagship of the RonZ® line. This size and series is will be your favorite for targeting large tuna and other big game specie...

Albie Snax's are five inch baits effective for False Albacore, Stripers, Bluefish, Redfish and other inshore fish. They come in five different colo...

Often imitated but never duplicated, the carefully designed shape of our RonZ® tails provides maximum life-like wiggle with minimal effort imparted...

The VERTREX MAX soft vibe is all about maximum vibration and maximum depth. It has a lifelike action that sinks level and straight, getting down to...

6" soft plastic stick bait that mimics an eel or a needlefish.   Gravity Tackle baits change colors depending on the amount/quantity/available ligh...

Strike-inducing action, color, and scent for your jigs, rigs, tubes, and more! 40X Stronger than soft baits! Perfect for bucktails, jigs, rigs, sp...

The Fin-S fish original fork tail minnow has been a part of Lunker City since the beginning. The first by design as a soft "fork tail Fish" for Tex...

The lure that started a revolution and a new category in fishing lures known as soft stick baits. The slender profile and erratic darting action of...

Whether it’s on the flats, in the backcountry or along the shoreline, our shallow water series baits are just the ticket to induce even the most fi...

Not just another swimbait! Our Z-fin paddletail is a carefully engineered fish catching machine. Interchangeable with multiple sizes of both RonZ® ...

Introducing paddle tails built for the offshore Tuna game! Our popular Z-Fin Paddle Tails are now available rigged big game style. The new Z-Fin Pa...

Z-Hawk, the perfect marriage of our original series baits and traditional bucktail jigs. True cobia slayers, they also get the job done inshore on...

Tsunami Holographic Swim Baits lead the cutting edge of sportfishing. Tough, Life like bodies, attention grabbing color patterns, reflective hologr...

Not just another swimbait! The RonZ Z-fin paddletail is a carefully engineered fish catching machine. Interchangeable with multiple sizes of both R...

All of these lures are tank tested to assure proper performance and strike triggering action. Precise weight balancing designs in all models ensure...

The DuraTech® Eel is extremely durable, has the perfect amount of stretch and flexibility, and is naturally buoyant. We designed this soft plastic ...

Sweep it, Jig it, Bounce it, this straight tail can replace the jig and get a reaction bite from the fish when they are not in a feeding mode! 2 Pa...

Introducing the JoeBaggs Block Island Patriot Fish Swim Baits! At 12.5 inches long, these solid baits are perfect for big bait applications. Availa...

We spared no expense in designing this gigantic swimbait. The Harness Pro Tail is carefully balanced to ensure a natural drop and retrieve and fe...