News
Do Scents Really Matter on Soft Plastic Lures?
What smells strongest to us isn't necessarily what matters most to a fish. Here's the science behind fish oil, garlic, anise and amino acids, and why ESM does scent differently.
Do Scents Really Matter on Soft Plastic Lures?
What smells strongest to us isn't necessarily what matters most to a fish. Here's the science behind fish oil, garlic, anise and amino acids, and why ESM does scent differently.
More Than Making Baits: What It Really Takes to...
Buy some molds, pour some plastic, sell some baits. If only it were that easy. Here's what it really takes to build a custom lure business, and why ESM does...
More Than Making Baits: What It Really Takes to...
Buy some molds, pour some plastic, sell some baits. If only it were that easy. Here's what it really takes to build a custom lure business, and why ESM does...
Mass-Produced vs. Custom Boutique Lures: The En...
They look the same on the pegboard, but mass-produced and custom boutique baits are built worlds apart. Here's the breakdown of material, mold design, and color chemistry, and why it...
Mass-Produced vs. Custom Boutique Lures: The En...
They look the same on the pegboard, but mass-produced and custom boutique baits are built worlds apart. Here's the breakdown of material, mold design, and color chemistry, and why it...
The Physics of Fishing: Light Refraction and th...
Red disappears by 15 feet, and your lure's color goes with it. Here's the science of how water filters light, and how Hypershift pigments and Apex Crystals keep our baits...
The Physics of Fishing: Light Refraction and th...
Red disappears by 15 feet, and your lure's color goes with it. Here's the science of how water filters light, and how Hypershift pigments and Apex Crystals keep our baits...
Choose Your Weapon: Matching the Right ESM Trai...
The trailer can completely change your jig or moving bait. Here's how to match The Mark, Yakuza Wing 5, Hitman Twin Tail Grub, Crawdaddy, The General, and the 3.8" Assassin...
Choose Your Weapon: Matching the Right ESM Trai...
The trailer can completely change your jig or moving bait. Here's how to match The Mark, Yakuza Wing 5, Hitman Twin Tail Grub, Crawdaddy, The General, and the 3.8" Assassin...
Beyond the Profile: Why Visual Resemblance in F...
Many lures look alike, but looking the same doesn't mean performing the same. Here's how material physics, fluid dynamics, and situational engineering turn a familiar profile into a better bait.
Beyond the Profile: Why Visual Resemblance in F...
Many lures look alike, but looking the same doesn't mean performing the same. Here's how material physics, fluid dynamics, and situational engineering turn a familiar profile into a better bait.