I can’t believe it has been over 30 years since I first started working in the fishing business. It’s crazy how time flies when you’re having fun. There seems to be a lot of negative chatter lately about any number of things in the fishing industry. Some may be true; some may be social-media-influenced ploys to gain attention. Whatever the case may be, I don’t have any adverse discourse to offer here. I consider myself extremely fortunate to be involved in a business I love and one I never expected to call my own.
My father had me in the boat at 3 years old—that’s when I caught my first fish, a white bass from the Fox River in Illinois. Pun intended, I was hooked. Growing up as an only child on the northwest side of Chicago, my friends and I would spend summers riding our bikes to ponds, potholes, or anywhere with enough water to potentially hold fish. After college, I went to work for the City of Bloomington, where I became friends with a guy who introduced me to the Bloomington Normal Bass Club. My love of tournament fishing quickly evolved. I would spend every spare moment thumbing through the likes of Bassmaster Magazine, Bassin Magazine, and Fishing Facts. I became a fan of Al Lindner, Spence Petros, Denny Brauer, and countless others who would all influence me in one way or another.
My professional involvement in the fishing industry largely began with opportunities from two companies: Producto Lure out of (at the time) Lake Mary, Florida, and St. Croix Rods. I became friends with the owners of Producto Lure and traveled to Florida to learn how “plastic worms” were made. As my local tournament career began to garner attention, I came into contact with a St. Croix sales representative by the name of Mike Thorson. As our relationship evolved, so did his career, as he would eventually become a rod designer for St. Croix, boasting a number of designs the company still uses today. Mike would generously pour knowledge about rod lengths and actions, and I would gratefully soak it all in. By the time we were traveling for various sport shows, we had St. Croix rocking across the Midwest.
Between shows and regional performances on the tournament trail, my personal brand was scaling up. I began snagging television spots on Midwest Outdoors. I saved up my vacation time and traveled from Mexico to Canada, filming shows and writing articles. During this time, I learned about catching different species of fish, how to film a TV show, and how to interact with an audience both on screen and on stage.
I love being in front of a crowd. I love discussing anything fishing, including techniques, lure choice, and practical application. I will only work for a company whose products I believe in, and will always do so with honesty and integrity—that’s all any of us have at the end of the day. I eventually transitioned from television to the Internet, where I launched my own show called Hook & Hunt TV and later added Hook & Hunt Radio. I managed to juggle this side project and my full-time job with the City of Bloomington for nine years. In that time, I discovered the modest dimensions of the industry as a whole. Despite its imposing reach, I find I’m usually only one person away from knowing someone else in this field, so I always prioritized my relationships with colleagues.
Over the years, lasting friendships have rewarded me with a wealth of fishing industry knowledge. I can only hope I have done the same for others.
Several years ago, I was asked to create my own show for Wired2Fish, arguably the industry’s largest media juggernaut. When they licensed their brand to a new streaming outlet, I was eager to learn more. One of the founders, Terry Brown, and I had fished side by side for years, competing against each other and even winning a tournament together. He was kind enough to make a call and set up an introduction for me to pitch my idea.
To make a long story short, I now have two shows on Wired2Fish TV. One is Jim Crowley Outdoors, which runs seven days a week on 10 different streaming stations, and the other is Slickfish Radio, which is available on Roku, Fire TV, Amazon Music, iTunes, and Spotify.
On the brand side of things, I’ve developed multifaceted relationships with Rapala, Mirrocraft Boats, Lure Parts Online, Foundation Outdoor Group, and more. Each differs from the next; some seek my advice on design ideas and marketing strategies, others ask me to weigh in on big-picture discussions in market branding.
Even as an “old guy,” I still feel like a kid living the dream. To be involved in something for over half of your life and still feel excited for what the next day brings is nothing short of a blessing. A routine defined by where I’m going to fish, what species I will target, and how I can still learn more is as intoxicating as it ever was. It hasn’t always been easy; certain chapters of this journey weren’t so fun. But if God was gracious enough to bestow me with this life, I feel it’s my responsibility to make the most of it.
I will continue to pass on what I know so our sport will grow. Passion drives knowledge and knowledge increases passion.
To all who read this, remember that how well we do something is a direct result of what we put into it. If everything were easy, we would never appreciate where we came from and where we will go next. The view from the top of a mountain is always sweeter when you climb it from the valley below. The fishing industry is what you make it.
