Zoom Baits | Fishin' World

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The Zoom Bait Company is a true American success story, rising from one man’s vision and elbow grease to become the worldwide leader in soft plastic lures. Ed Chambers proved that necessity truly is the mother of invention in the fishing industry – when he couldn’t find the worm styles that he needed, the Georgia gaming machine salesman used a trolling motor in a 55 gallon drum to mix up the plastic to mold lures that would do a better job.

That was 1977. In the nearly four decades since, the Zoom Lizard had become the standard-bearer for the industry, the best of its kind and used anywhere that bass swim.

Zoom has worked to develop new shapes and techniques, such as the Super Fluke and Brush Hog, category-defining styles that are often imitated but never replaced. Zoom has been a leader in developing new colors, too, with now-standards like Pumpkin coming from the fertile mind of Ed Chambers, who truly “thinks like a fish."

One other element of Zoom’s success has been the Super Salt Plus Formula that permeates the company’s lures, giving them an extra dose of bass-attracting flavor.

Zoom has found ways to bring expensive technology to the masses at a reasonable price.