Catch Co.

Catch Co. was founded in Chicago in 2012 by Ross Gordon, who built the company around a simple observation: most anglers buy the same handful of lures repeatedly because discovering new tackle is expensive and time-consuming. Mystery Tackle Box was the answer, sending a curated selection of baits matched to the species you actually fish for.

The company reports having shipped more than 10 million boxes and over $300 million in lifetime sales across its first twelve years, which makes it comfortably the largest operator in the fishing subscription category.

Ownership Change

In March 2024 Catch Co. was transferred to Gordon Brothers through an Assignment for the Benefit of Creditors, an out-of-court insolvency process. Founder Ross Gordon stepped down as chief executive at that point. Reporting at the time cited shifts in consumer behaviour, the impact of privacy and ad-tracking changes on customer acquisition, and financial constraints.

The business has continued operating and shipping since, and its subscription plans remain available for purchase. We note the transfer because it is a genuine financial distress event within the last three years, not because the company has stopped trading.

Products & Services

• Mystery Tackle Box: monthly tackle subscription in Regular, Pro, and Elite tiers
• Species selection: bass, panfish and trout, inshore saltwater, walleye, ice fishing, and multi-species
• Karl’s Bait & Tackle: the company’s direct retail shop for one-off purchases

What Sets Them Apart

Catch Co. matches contents to the species and water you fish rather than sending a generic assortment, which is the main reason the format works better here than in most hobby categories. The company also produces a large volume of instructional fishing content, so the box functions as a way to learn techniques as well as acquire tackle.