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. That experience shows in how he approaches the job. He is steady, disciplined, and focused on doing things the right way over time.
Just as important, Lance is someone who values people. He is approachable, easy to talk to, and genuinely interested in what others are seeing on the water. He’s a husband, a father of four, and someone who spends his time outdoors, the same way many in the Mack’s Lure community do.
As Bobby Loomis prepares to retire in 2027, Lance will be working closely with him to carry forward decades of knowledge while helping expand how that knowledge reaches today’s anglers and the next generation coming into the sport.
His role is about more than marketing. It is about making sure Mack’s Lure continues to show up in a way that is real, useful, and connected to the anglers who rely on it.
A Message from Lance
To the Mack’s Lure community,
I’m glad to be back.
Some of you know me from my time here before, and some of you I haven’t met yet. Either way, I’m looking forward to getting to know more of you. Mack’s has been a big part of my life, and coming back just feels right.
In this role, my focus is simple. Stay connected to what’s actually happening on the water and help share what works. You’ll see me out there more, whether that’s at shows, in videos, on podcasts, or working alongside guides, shops, and anglers who are putting in the time.
I’ve learned a lot over the years, especially from Bob Schmidt and Bobby Loomis, but I’m still learning every time I get out. Fishing has a way of keeping you honest. Most of the time, it comes down to the details.
That’s where I spend my focus. Rigging, speed, presentation, and paying attention to what’s changing day to day. If something’s working, I want to understand why. If it’s not, I want to figure out what needs to change.
I believe in this gear because I’ve used it and I know what it can do over time. My goal is to help share how to use it in a way that makes a difference for you.
I’m also here to listen. If you’ve got something that’s working, or questions about your setup, I want to hear it. That’s how we all get better.
If you see me out there, come say hello.
Lance Merz
Sales and Marketing Director
Mack’s Lure
