Made for the Next Big Catch.
Reel & River Co. crafts fishing lures that combine lifelike action and proven durability. From weekend trips to serious pursuits, our designs help you land the catch you're after.
Lifelike Swimming Action
Our lures mimic natural baitfish movement to trigger more strikes and keep fish engaged longer.
Built to Last Seasons
Premium materials and reinforced construction mean your lures withstand countless casts and catches.
Proven Fish-Catching Designs
Each lure is tested in real conditions to ensure it performs when it matters most—on your line.
Built for Every Catch
Explore our full range of handcrafted lures and gear designed to perform in any water condition and attract the fish you're after.
Morning Strike Popper
Create explosive surface action with this classic popper design. Perfect for early morning bass and aggressive feeders.
Buzzbait Pro Series
High-vibration blade creates irresistible commotion across the surface. Ideal for low-light conditions and murky water.
Deep Diver Elite
Reaches depths up to 15 feet with lifelike swimming action. Durable construction withstands repeated strikes from trophy fish.
Shallow Runner Crank
Perfect for working structure in 3-6 feet of water. Tight wobble mimics fleeing baitfish with realistic color patterns.
Paddle Tail Swimbait
Natural swimming motion triggers strikes from bass, pike, and walleye. Available in 8 proven color patterns.
Finesse Worm 6-Pack
Ultra-soft plastic with salt-impregnated formula for extended bites. Ideal for drop-shot and Carolina rig presentations.
Football Head Jig
Stand-up design keeps your bait upright on rocky bottoms. Premium silicone skirt and sharp hook for solid hooksets.
Swim Jig Pro
Streamlined head cuts through vegetation with minimal snagging. Pairs perfectly with paddle tail trailers for maximum action.
Willow Blade Spinner
Double willow blades create intense flash in clear water. Balanced design allows for slow-roll or fast retrieve techniques.
Colorado Blade Thumper
Heavy vibration and thump for stained water conditions. Proven producer in cold water and low-visibility situations.
Walking Bait Glide
Master the walk-the-dog retrieve with this perfectly balanced topwater. Draws explosive strikes from trophy bass.
Lipless Rattle Crank
Tight vibration and loud rattle attract fish from a distance. Versatile lure works at any depth with varied retrieve speeds.
Proven Performance on the Water
See our lures in real fishing conditions—from tournament catches to weekend adventures.
Trusted by Fishermen Who Know Their Gear
See what anglers across the country are saying about Reel & River Co. lures and their results on the water.
The crankbait I picked up last spring has become my go-to for early morning bass. The action is spot-on and I've landed more keepers this season than ever before.
I'm not a pro by any means, but these lures make me feel like one. The durability is impressive—I've snagged rocks and weeds countless times and they still look great.
We started carrying Reel & River Co. in our shop six months ago and customers keep coming back for more. The quality speaks for itself, and the lifelike movement really does make a difference.
I guide clients on the lake five days a week, and these lures have boosted our catch rates noticeably. My clients love them too—several have asked where to buy their own.
Been fishing for forty years and I'm picky about my tackle. These lures have the right weight, the right wobble, and they've held up through a full season of heavy use.
I tested these lures on three different lakes and was impressed every time. The paint finishes are beautiful and they attract strikes even in murky water conditions.
Crafted by Anglers, Built for the Water
Reel & River Co. was born from countless hours on the water and a simple belief: your lure should work as hard as you do. We're a team of passionate anglers who got tired of lures that looked great but didn't perform. So we set out to create something better—lures that combine realistic action, tournament-grade durability, and designs proven to trigger strikes. Every product we make is tested in real conditions because we fish with them too.
Frequently Asked Questions
Everything you need to know about Reel & River Co. lures and how to get the most from them.
What makes Reel & River Co. lures different from other brands?
Our lures combine lifelike movement with durable construction and proven fish-attracting designs. Each lure is crafted to perform consistently in real fishing conditions, giving you confidence with every cast.
What species of fish work best with your lures?
Our lures are designed for bass, trout, pike, walleye, and panfish. Each product listing specifies target species and ideal water conditions to help you choose the right lure for your fishing style.
How do I choose the right lure for my fishing conditions?
Consider water clarity, depth, and target species. Clear water works well with natural colors, while murky water needs brighter lures. Check our product guides for specific recommendations based on your location.
Are your lures suitable for both freshwater and saltwater?
Our lures are primarily designed for freshwater fishing. While some models can handle light saltwater use, we recommend rinsing them thoroughly after each saltwater session to maintain their durability.
Do you offer a warranty on your fishing lures?
Yes, all Reel & River Co. lures come with a one-year warranty against manufacturing defects. If you experience any issues with craftsmanship or materials, we'll replace it at no charge.
How should I store my lures to keep them in good condition?
Store lures in a dry tackle box away from direct sunlight. Keep hooks sharp and check split rings regularly. Rinse lures with fresh water after each trip and allow them to dry completely before storage.
Can beginners use your lures effectively?
Absolutely. Our lures are designed for anglers of all skill levels. Each product includes usage tips, and our lifelike action makes them easy to fish with confidence, even if you're just starting out.
What is your return policy if I'm not satisfied?
We offer a 30-day satisfaction guarantee. If you're not completely happy with your purchase, return it in original condition for a full refund or exchange. We want you to fish with complete confidence.
The Anglers Behind Your Next Catch
We're not just lure makers—we're fishermen who live for the water. Meet the crew that designs, tests, and perfects every lure we make.
With 20+ years on the water and a background in marine biology, Marcus designs lures that mimic nature perfectly.
Former tournament angler turned innovator, Sarah tests every prototype in real conditions before it reaches your tackle box.
An avid angler with a lifelong love for fishing, she spends her days exploring new waters, testing new techniques, and chasing the next big catch.
Find Reel & River Co. Near You
Stop by to see our full collection of lures and get expert advice for your next fishing adventure.
Main Showroom & Warehouse
2847 Lakeshore Drive, Cedar Rapids, IA 52404Hours: Monday-Friday 8:00 AM - 6:00 PM, Saturday 9:00 AM - 5:00 PM
Phone: (319) 555-0147
Full inventory available. Expert staff on-site to help you choose the right lure for your target species.
Riverside Outpost
156 Marina Boulevard, Dubuque, IA 52001Hours: Thursday-Sunday 10:00 AM - 4:00 PM (Seasonal: May-October)
Phone: (563) 555-0289
Convenient location near popular fishing spots. Limited inventory with bestselling lures in stock.
Let's Talk Fishing Gear
Have questions about our lures or need help choosing the right gear? We're here to help you make the most of your time on the water. Reach out anytime.