About Us

Wurble Lures is a Hoosier-owned and operated independent lure brand built around one simple idea, fish something different.

Wurble itself is a name I made up by combining the ideas behind the bait - wacky, worm, and double-tail.

The idea for the Original Wurble Worm started while fishing a heavily pressured family pond. I wanted a wacky-style worm with a different kind of action, something bass had not already seen a hundred times. The concept in my head was simple but unusual: a worm with two curly tails on both ends that could still be fished wacky rig style.

At first, the idea was rough. I literally melted two pieces of worm together with the tails facing opposite directions just to see if it would work. It caught fish, but by the end of the day that homemade test bait was torn to pieces. That was enough. I was hooked on the idea and had to figure out how to get more.

When I started digging, I found a lot of talented independent bait makers doing impressive work. But I still could not find anything quite like the lure I had in my mind. So I decided the only way to get it was to build it myself.

I started with zero experience designing lures, molds, and injecting soft plastics. What began as a hobby quickly turned into an obsession. After hundreds hours of learning a little CAD, designing worms, building and testing molds, and refining the bait itself, the Wurble Worm was finally born.

New Wurble Worm colors and new lure designs are always being tested and will be added regularly, so check back often.

Thanks for checking out Wurble Lures.