If you’ve spent even ten minutes in the bass fishing scene since 2018, you’ve heard of Googan. From shouty YouTube challenges to green-packaged lures blitzing American tackle aisles, Googan Baits turned a bunch of self-made YouTubers into a $20 million-plus player. But fast-forward to summer 2025, and suddenly, the waters are muddy. Angler shakeups, YouTuber exoduses, and a partner company chasing its creditors. Rumors are swirling like shad in a bait ball: Is Googan going out of business?
Let’s take a microscope to the chaos, cut past the drama, and see what’s actually happening beneath the surface.
The Googan Phenomenon: Setting the Hook
The Googan name didn’t start on a warehouse floor — it started on a smartphone. The “Googan Squad,” a loose-knit group of young YouTubers, filmed fishing and antics and didn’t much care who was watching. Spoiler: millions were. The result? A cult following. By 2020, Googan Baits was selling millions of lures a year and could pack boat ramps nationwide just by showing up.
If you want a taste of how hot they were: by one count, Googan Baits sold over four million soft plastics in less than 18 months after launch. Social-first, influencer-fueled, and unapologetically rowdy — they were the Dollar Shave Club of the tackle aisle.
But fame, like fishing, is fickle.
Key Anglers Exit — and the Rumor Mill Spins
Fast-forward to 2024. Suddenly, Dustin Connell, Jacob Wheeler, and other names with serious bassin’ clout decide to part ways with Googan Baits. YouTubers begin announcing exit videos. Meme accounts stir up “Googan is over!” headlines.
So what’s the catch? Connell announced his departure with a straight-shooter post: “Time to move in a new direction.” Wheeler echoed the same. No scandal — just good old-fashioned business churn. Fisherman or not, you know how quickly loyalty can flip when sponsorship deals move.
This has led to speculation that something’s rotten behind the scenes. But, as of this summer, Googan’s still alive. Products are launching, orders are shipping. The bait bin isn’t empty yet.
Catch Co. Catches Trouble — And How It Hits Googan
Here’s where the plot thickens. While Googan was building hype, their key business partner — Catch Co. — was quietly running up a tab with the bank. Catch Co. is best known for Mystery Tackle Box, that monthly subscription luring anglers with surprise gear.
In early 2024, Catch Co. hit a wall. Sources point to “inventory bloat and shaky capital structure.” Translation: they bought too much stuff and couldn’t pay fast enough. Debt default hit, and suddenly Catch Co. was teed up for a fire sale.
But — and this is crucial — Catch Co. didn’t simply lock the doors and walk away. Instead, they entered a process called Assignment for the Benefit of Creditors (ABC). Think of it as bankruptcy’s pragmatic cousin: sell off assets, pay down what you can, and try to keep the best brands breathing.
For Googan Baits, this was both a threat and lifeline. Their products, partnerships, and supply chains got a forced pit stop. Customers noticed shipping delays and scattered communication. But the “Googan” trademark was among the brands specifically protected for survival. The aim? Keep selling lures, just under a leaner business umbrella.
Is this risky? Sure. But — by the book and by the bank — it isn’t a full shutdown.
Leadership Shakeups: The Suits Get Involved
For a business built on viral personalities, nothing shakes up the tank like new management. Post-financial crisis, Catch Co. announced an ownership and board shuffle. The new CEO came from a retail background, not fishing. Previous investors got shaved down.
Such shifts are rarely smooth. Staff reductions followed. Googan’s internal teams merged or vanished. Public-facing Googan folks — camera guys, product leads — trickled away.
For some, that’s a red flag. But this is America: founders rarely stay forever, and brands can survive a “changing of the guard” if there’s real value underneath. The bigger question is whether the new stewards believe in the scrappy, goofy Googan magic, or just want another product line on Walmart shelves.
YouTube: The Googan Squad Isn’t What It Used to Be
Remember those high-energy group videos? In 2023 and early 2024, the Googan Squad’s YouTube presence started thinning out. Rob “Lunkers” Terkla took to Instagram to say goodbye, hinting at burnout and creative disagreement. LakeForkGuy (Justin Rackley) focused on solo projects. Social feeds filled with exit statements and thank-yous.
It stung. For many fans, these personalities were the whole point. A Googan Bait without a Googan Squad video promoting it? That’s like a burger joint with no secret sauce.
Yet, here’s what’s wild: new videos, albeit less frequent, are still landing on Googan’s YouTube. Product launches continue — it’s just quieter than the hype days. Sales are very much still a thing. Maybe the era of viral fishing brotherhood is ending, but Googan as a lurked-out operation is still afloat.
Product Innovation — Or Playing It Safe?
Fans expect Googan Baits to sling something fresh every few months — a swimbait here, a crazy topwater there. But lately, observant anglers noticed something: hardly any patents on hard bait innovations. Googan plastics remain top sellers, but hard baits? Many are “me too” takes on classic designs.
Is this a red flag? Maybe. Copycat products rarely excite loyalists. But flip the coin: Googan’s marketing chops mean even “normal” lures get shelf space if the package is right. There’s profit in remixing proven hits — whether it’s lures, limited-edition hats, or collab packs with other influencers.
Still, if the company wants to shake off the “fad” label, it’ll need to surprise us. People remember who brought the dance — and who just played DJ with somebody else’s playlist.
Wider Industry Pressure: Are Googan’s Problems Unique?
Let’s zoom way out: The fishing tackle industry is growing — but it’s also unforgiving, and it takes discipline to win. COVID-19 turned millions into “pandemic anglers.” Then, as inflation hit and people went back to offices, demand leveled out. Retailers like Dick’s and Academy became choosier with shelf space. Inventories piled sky-high.
So, is Googan just snagged on the same barbed hook as everyone else? Partly, yes. Even mega-brands like Pure Fishing (owner of Berkley and Abu Garcia) have cut staff and trimmed lines. The “innovate or die” pressure is real. Only the strong (or, let’s be honest, the best marketed) brands will thrive.
Competitors like 6th Sense and Guggen Squad look leaner and smarter than in years past. New TikTok creators are gaining steam. If Googan wants to stay a staple — not a flash in the pan — it can’t just rely on a famous logo and a cool backstory.
For practical tips on spotting business pivots and reading between restructuring headlines, check out this resource — you’ll see why companies like Googan matter, even when they’re wobbling.
So, Is Googan Going Out of Business?
Fact check time: As of late August 2025, Googan (and Googan Baits) is not on any official bankruptcies list. Shops still list their products. Warehouse deals are being cut with major retailers. No “everything must go” signs, no midnight firesale streams on TikTok.
The recent changes — angler exits, business restructuring, a partner company’s debt crisis — are undeniable. The fanbase has chipped away. The content is different, if not a bit sobered. But Googan’s pulse is still there.
The real story? We’re witnessing a classic business cycle in a niche industry: boom, shakeup, and whatever comes next. How well Googan adapts will depend on new management, product creativity, and whether they can recapture fan energy in a crowded market.
If you’re betting on the chaos: Yeah, plenty could still go wrong. But you’d also be wrong to count Googan out just yet. Ask any angler — sometimes the fish bite on your third cast.
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