A Day in the Life of the Director of Operations for Lake Fork Trophy Lures and RodSox

Hook & Barrel Magazine 's A Day in the Life series showcases the wide variety of career paths available in the outdoor community. From charter fishing boat captains to digital marketing experts to wildlife photographers and everything in between, Hook & Barrel wants to shed light on the many ways a person can turn their outdoor passions into a profession.?

For this edition, we interviewed Matthew Morgan , the Director of Operations for Lake Fork Trophy Lures, M-Pack Lures, and RodSox.

To start, can you give us some background on what you do in the outdoor industry and how long you've been doing it?

My background is certainly varied. My education was in Business Administration and Political Science.?

Out of college, I owned a few small businesses, but eventually moved into lobbying (for various businesses and non-governmental organizations), and working political campaigns. I was eventually hired as the head of government relations at Bass Pro Shops. My role there involved lobbying for conservation issues, and I aided our real estate team in negotiating tax incentives for new stores.?

I left Bass Pro in 2009 and knew I wanted to stay in the outdoor business, so I purchased a travel agency in the Dallas area that specialized in international hunting and fishing adventures. That business was going great until COVID hit, essentially shutting down that industry for two years. We closed the business as a result of the uncertainty.?

I thought I was retired until some friends called and said they had bought Lake Fork Trophy Lures and asked if I’d like to be a part of it. The challenge of it was intriguing, and I came on board in late 2022.?

I’ve been around the outdoor industry all my life, but manufacturing soft plastic lures was totally new to me and I immersed myself in learning all about it. Prior to joining the business, I figured a rubber worm was a rubber worm, but there is so much more to it. Each company has proprietary designs and uses different formulations of plastic to get the desired “action” of the bait in the water. Our formula incorporates garlic oil as a bite enhancer, along with salt to affect buoyancy. Additionally, several of our designs are aided by a patented joint that creates a lifelike action.?

Since I came on, our partnership group has purchased two additional lure companies (M-Pack Jigs and RodSox), and our product lines are now offered in a variety of big box stores, as well as bait shops all around the country (along with a few international stores).

What does a regular workday look like for you, start to finish?

The beauty of my job is that no day is the same. Every week I start the week with breakfast with the employees at our plant in Emory, Texas. We discuss goals for the week, get status updates on orders, and talk about new products in development.?

Beyond that, I oversee raw material orders for our line of soft plastic lures and oversee our business-to-business sales and production.?

This week alone, I spent a day at the plant overseeing production, took our retail trailer to Louisiana for a fishing tournament, did a store visit with Bass Pro Shops, and spent a day working with one of our MLF pro anglers designing a new bait that we’ll be releasing at ICAST in July. Oh, and I worked with our marketing team on new packaging we’ll be releasing this Fall.?

What would you say is the most challenging aspect of your job?

Multitasking is always a challenge. We have so many exciting things going on, and I have to focus on managing my personal bandwidth to give them all attention.

What would you say are some “tricks of the trade”?

Hmmm… I could tell you, but I’d have to kill you. Just kidding.?

Not sure there are any “tricks” to speak of, but there are some guiding principles.?

First, be genuine with everyone you encounter in your job. You will never be a disappointment by being kind.

Next, be open and honest with your employees. I’m a firm believer in open-book management. Your team should be a part of the process so they understand the goal and can help you get there.

Finally, remember that the product you are providing your customer and client is creating a memory. In my case, I have to remember that the bait my customers are buying may catch their first fish or their personal best fish. Because of that, I want to provide them with the very best product I can produce, without cutting any corners or sacrificing quality.

Being that we’re an outdoor lifestyle publication, we have to ask—what do you like doing in the outdoors?

Fishing is my favorite outdoor activity, but I also love to hunt and golf as well. Studies have shown that time spent outdoors is great for mental health, and I totally agree. I’m happiest when I’m on the water… even happier when I’m on the water with my family.

Why do you like working within the outdoor community?

The people for sure!? Not only do I get to work with amazing people, but the customers are great as well. The outdoor community tends to be the most down-to-earth and kindest people I’ve had the pleasure of encountering.

-

Be on the lookout for more interviews with various professionals within the outdoor community!

Are you an outdoor industry professional that's interested in being interviewed? Send an email to [email protected] and we'll be in touch!