The Lure Forge is a small operation centrally located between the Fingerlakes region of Central NY and Lake Ontario. We are passionate about fishing and with so many great fishing opportunities nearby we can test our products in shallow weedy lakes and deep clear waters of the Fingerlakes without going too far.

Unlike other lure manufacturers we do things differently. All of the main components of our lures are 100% designed and manufactured in-house. We carefully design the unique actions of each bait to maximize performance and to stand out from the crowd.