Mike Parker
I’m the owner and founder of our family-run fishing lure and guiding business here on beautiful Lake St. Clair. I’ve been fishing and tying flies since I was a kid, and in 2005, I turned that lifelong passion into a career. That’s when I started the business and dove headfirst into the world of musky fishing.
With over 20 years in the musky fishing industry and more than 40 years of experience navigating boats across all kinds of water, I bring a deep understanding of what it takes to chase these incredible fish. Whether I’m hand-tying custom lures in the or out on the lake guiding clients, I love being part of every step of the process.
I’m a fully certified guide with SVOP, MED A3, and First Aid training. Safety and professionalism are just as important to me as making sure you have a great time on the water.
What makes this business truly special is that it’s a dream come true. I get to create lures, fish, and guide for a living, but even more than that, I get to share these moments with others, whether it’s helping someone catch their first musky or seeing people have success using our lures. It’s even more meaningful because it's a family effort. We all pitch in, support one another, and get to be part of something we love.
Thanks for being here, and hopefully we’ll see you on the water!
Danna Parker
I’m often called the brains behind the operation and I’ll happily take it! I’m the one behind the airbrush, adding colour and life to all the blades and hard bodies we make. Mike might dream up the lure concepts, but I help bring those ideas to life with a creative touch and a bit of artistic flair.
I’ve been fishing since I was a kid, exploring all kinds of waters around Ontario, and I’ve always had a passion for art. That mix of creativity and outdoor adventure found a perfect home in this business. Along the way, I also built a solid background in sales and marketing, which has helped shape how we present and grow our brand today.
What makes this business really special to me is that it’s a family affair. Every one of us plays a part, and it’s amazing to see my husband living his dream job right from home. It’s something we get to build and enjoy together, and that means everything.
When I’m not painting lures or helping behind the scenes, you’ll probably find me playing my saxophone in our local concert band, spending time outdoors, or snuggled up with our kitten, Phoebe.
Jade Parker
I’m often called the voice and face of our brand and I couldn’t be prouder! As the brand ambassador for our family-run business, I’m lucky enough to wear a lot of hats. From helping create our hand-crafted lures to representing the brand at events and working with our awesome customers, I’m deeply involved in every part of what we do.
My passion for fishing and the outdoors began as a child, exploring the waters and connecting with nature. Over the years, that love has evolved into a career in environmental sciences, specializing in fish and water bodies. I bring that knowledge and scientific perspective to the business, helping us better understand the species we target and ensuring our products are both effective and sustainable.
Fishing isn’t just a hobby, it’s a way of life. Whether I’m casting a line, working with our team, or sharing my experiences at events, I love being able to connect with people who share this passion. I especially love working with young anglers and women in the industry, showing them that there’s a place for everyone in the world of fishing. There’s nothing like seeing someone catch their first fish or watching a newbie discover the magic of the outdoors!
When I’m not working on our lures or helping grow our brand, you’ll likely find me out on the water, diving deeper into my environmental science work, or spending time in nature. Fishing has given me so much, and I’m excited to share that joy with others!
Mikey Parker
As the face you’ll often see around our events and in our promotions, I bring a sense of fun and excitement to everything we do. Whether I’m out in the field capturing moments through my camera lens or bringing energy to the team, I’m always ready to step into the spotlight and help tell our story in a way that connects with people. Photography is my passion, and I love using it to showcase the beauty and adventure that’s at the heart of our family business.
When I’m not behind the camera, you’ll find me playing music, guitar, drums, piano, or bass. Whether I’m jamming solo or adding some extra rhythm with my friends. Music and creativity flow through everything I do, and I love being able to bring that spirit to the work we share.
I’m always excited to help create those memorable moments that make our brand special. Whether it’s capturing the perfect shot, making music, or adding that extra spark to an event, I’m here to bring the fun and energy wherever I go.