Mack Attack Magazine

Mack’s Lure is proud to welcome Lance Merz as our new Sales and Marketing Director.

For many in the Mack’s Lure community, Lance may already be a familiar name. He spent six years with us earlier in his career, working shows, talking with anglers, and putting in time on the water learning what makes our gear work. After time away, his return feels less like a new hire and more like someone coming back where he belongs.

Lance is the kind of person who fits this role because he comes from it. He learned fishing the same way most people do. Time on the water, asking questions, making adjustments, and figuring things out one trip at a time. Over the years, that approach led him deeper into the details, from rigging and presentation to understanding how small changes can turn a slow day around.

That mindset is exactly why he’s stepping into this role. As Sales and Marketing Director, Lance will be leading how Mack’s Lure connects with anglers, retailers, distributors, guides, and the broader fishing community. His work will span video, social media, podcasts, television, sport shows, and partnerships with educators across the industry. The focus is not just to be seen, but to be useful. To share what works, how to apply it, and when to make adjustments.

Lance brings experience that aligns with that responsibility. During his previous time with Mack’s, he worked closely with Bob Schmidt and Bobby Loomis, learning the products through real use, not theory. He has spent years fishing, competing in kokanee derbies, and building confidence in the kind of details that consistently produce results across different fisheries.

His background outside of fishing also plays a role. Lance served as a Military Police Officer with assignments across the United States, Germany, Korea, and Iraq...