Meet The Founders
For the first time in their own words, here’s the story of how, and more importantly why Lazy Lures was created. So here's the WHY;
As a kid I had the ripe opportunity to grow up very rural France where being outdoors was part of my every day. Phones, Screens and tech was non-existent and with the dial up internet connection we had even if we had tech, it would have been near enough impossible to use.
Me and my older sister needed something to pass our time so we took to exploring the valley fields and forests which surrounded the old French Farm where we lived. After weeks of making dens, treehouses and doing what kids do best, we discovered a stretch of river which ran through one of the valleys and past the Local trout farm. Little did I know, this 2KM stretch of river was going to become one my biggest passions.
It provided some amazing fishing, especially for a young lad who didn’t really know what they were doing at the time. Hours, days which lead to months were spent fishing that river over the course of 6 years living in France. I knew the river like that back of my hand, best spots, best conditions, where the fish would sit during various times of the day and the best time to fish (just after the fish farm had emptied their holding tanks). It became an addiction. This was time in my life where being close to nature became a part of my life and ignited a flame inside me which would be visited later on in life.
Fast forward to September 5th 2016. Sat on the outbound train from Plymouth heading to CTCRM with a giant rucksack in one hand
an ironing board in the other. This chapter of my life consumed me, broke me down but also shot me out the other end knowing exactly what I wanted from life.
I joined the Royal Marines because I wanted a challenge myself mentally and physically, the thought of going into something completely unknown was very inviting. Almost giving me the same feeling of adventure which I had 10 years prior when moving to France. The Marines offered adventures and experiences I couldn’t have partook anywhere else. I was getting the sense of adventure I had always been longing for, exploring the depths of the Jungle in Central America to the Dusty heat of Central Africa. Determination, discipline, cheerfulness and being the first to
understand, adapt and overcome are the key pillars I’ve carried forward from my time in the Royal Marines as they continue to shape and influence my life today. I dedicated a total of 7.5 years to the Royal Marines and the Queen, a period that seemed to fly by in the blink of an eye. Looking back, those years were some of the most formative of my life, filled with purpose, camaraderie and adventure.
With the passion of fishing, a draw to water and the installed element of stalking/hunting from the marines I took things one step further and started spearfishing. Embarking on another chapter of my life where I had the chance to enjoy all of my favourite things in one activity, catching fish and shooting at the same time. What else could you ask for right? In this chapter I learnt everything I possibility could about fish species, tides, fish behaviour, feeding patterns and most importantly; what attracts fish underwater. Diving in some amazing places around the UK and abroad whilst experiencing what nature has to offer.
Fast forward to late summer 2021 sat on a dingy whilst out fishing for Bass fishing with Co-Founder Freddy, beer in hand fully enjoying the moment of tranquillity on the water. That spark that had ignited in rural France 20 Years prior just fully took over and, in that moment, we conjured a quick plan on turning our passions into a reality. From that moment forward we had found our purpose, transforming the outdated fishing industry and creating unique, innovative designs which we could showcase on a user friendly platform for our likeminded community.
Thanks for listening to my story and welcome to the Lazy Lures community
I grew up in the city of Plymouth down on the South Devon coast, fishing isn’t something that I had done growing up and had never really been an interest of mine. When I was younger, I was very much caught up in football and never really appreciated the place in which I live.
My first experience of fishing came when I was about 9 or 10 when I went out with my friends and his dad. We went to a beach located nearby called Slapton Sands, which was a long beach with a big drop off about 5 metres out from shore. As it was my first time fishing, casting a beach caster was something I wasn’t accustom with, so my friend’s dad did all the casting and let us take in turns reeling the line in. We fished late into the night and I only managed to catch 2 Mackerel, but this was enough to get me coming back.
From then on we took every opportunity we could to drag our dads out to take us fishing. Whether this was off our local pier or beaches around the South Devon coast. We never really caught anything exciting, but it was the thrill of never knowing what might be below the surface of the water.
In 2015 I met my partner Phoebe who lived in a small village called Newton Ferrers. It was only a short drive from the city of Plymouth, but it felt like an entirely different world. The water was always within reach. Stepping out of the house and being a short walk away from the water was a transformative experience, opening my eyes to a way of life that had never really crossed my mind.
Thanks to Phoebe’s farther and his boat, I had the incredible opportunity to begin a new adventure out on the water. From pulling in strings of mackerel on feathers to landing my first big Pollock with a tiny ladybird spinner, this is where 2 of my greatest passions came together, both fishing and adventure. To this day, I still wonder which passion outweighs the other. Is it the thrill of the catch, or adventuring the unknown? For me, the opportunity fishing offers to explore not only our surroundings here on the south coast of England but the endless possibilities that are out there around the world. This is the reason I do what I do today.
Over the years, my enthusiasm for fishing products and the gear we use grew. Leading to me acquiring a ridiculous number of lures, some of them I still have today tucked away in a cupboard somewhere. As my tackle boxes began to overflow with products that were no different to everything else I had already acquired. The realisation came to me that the market was at a halt here in the UK and that many of the products that were available were unchanged from when they were created over a decade ago.
This desire to change the market and challenge some of the biggest businesses in this industry is what brought me and Harvey closer together and ultimately is what has lead us to creating Lazy Lures.
Hope you enjoyed my story!
Tight Lines, Freddy
The How...
Months were spent brainstorming ideas, connecting with suppliers, and crafting a plan to establish ourselves as a reputable brand within the UK fishing market. It was a journey of constant learning, adapting, and motivating one another to push forward. The launch of our first product, a generic paddle tail lure, was a significant milestone, and at the time, we believed it to be the standard approach after all, many other brands were selling similar products. However, it didn’t take long for us to realise that we were capable of far more than producing a basic, generic lure. Driven by the desire to stand out and offer something truly unique, we set out to innovate and create products that redefined expectations in the market. This decision marked a turning point for our brand, allowing us to make significant progress in a short period.
Building our brand from the ground up was nothing short of relentless. We poured ourselves into it, working full weeks and using every spare moment. Early mornings, late evenings, and weekends around our day jobs. The sheer number of tasks to tackle often felt overwhelming, but so did the excitement of the endless possibilities ahead. Without any external investment, we funded everything ourselves, putting every ounce of energy and every penny we could spare into making our vision a reality. Our homes became the heart of the operation a makeshift warehouse and fulfilment centre where every order was carefully packed and shipped. Whenever we had a moment to breathe, we spent it testing new ideas and turning innovative concepts into tangible products.
What we stand for...
We wanted a brand and product range that reflects who we are. The business is changing every day with products, relationships, and possibilities but our goals have always stayed the same, to make a difference in the fishing industry whether that is product innovation or the community that we continue to build.
Sustainability was a massive part in the business structure from the off, plastic free and eco packaging all the way down to the tape we use to seal up your orders. This ethos is still very much at the core today, focusing on lager matters where we can make more of an impact. Deepening our customers understanding and knowledge of sustainability for waters we fish, with a particular emphasis on the younger generation of anglers. Promoting and sharing good sustainable practices where possible.
Where we are now...
Now with our HQ on the South Devon Coast only 5 minutes from where our adventures first begun. This was true moment of reflexion on how far we have come as a business. It’s not often you can say you have the job of your dreams and get to work with your friends. We all share a love of the outdoors, fishing, travel and living the simple life when we can. We feel very lucky to have got this far.
When you find something that keeps you up at night and gets you out of bed in the morning, then your know you’re on the right path. The journey so far has been incredible, and what's even more exciting is that it's only just begun.
