Official Press Release

Edmonton, Alberta’s GNUGEN Lures is an up-and-coming company targeting a new breed of multi-species anglers with its smart branding and innovative products that suit well for bass and walleye fishermen. In March, 2014, Fishing-Headquarters and GNUGEN announced a partnership for the 2014 season. 

GNUGEN Lures has over 30 years of manufacturing experience. Originally known as G.C. Lures, Garry Pecush began making spinners, spoons and jig products in his basement in Canada. G.C. Lures served many local stores with a variety of open water and ice fishing lures from 1978 until 2013, when he passed along the company to his daughter and son in-law.

“Everybody from the tournament anglers to the weekend warriors want the best hooks and lures,” says Cody Osborne, GNUGEN’S CEO. “When I inherited GNUGEN Lures from my father-in-law,” he said, “it just seemed natural to bring everything together to take me back to what I loved in the first place.”

Osborne is the president and CEO of GNUGEN Lures (pronounced new-gen). He runs the business along with its Operations Manager, Jason Labonte.  Osborne said that as a child growing up in Alberta, he was obsessed with fishing. He and Labonte spent most of their summers camping and fishing for trout, pike, and walleye in this area.

Garry Pecush, Osborne’s father-in-law, ran the business, G.C. Lures, as a hobby business while working as a school teacher, but the business was accelerated further when Osborne took over its daily operations. Today, GNUGEN has redeveloped the brand, advertises heavily by social media, and is continuing to add new products to its lineup including hard baits, night crawlers, spinners, spoons, jigs, and walleye harnesses.

GNUGEN lures are “Uniquely thought of, and will add an additional element to our smallmouth bass and walleye fishing segment here in the Upper Midwest,” says Andrew Ragas, Fishing-Headquarters editor In-Chief, and newest GNUGEN pro team member. “The reason I turned to them wasn’t because of mutual intrigue through social media’s Twitter, but because we saw an opportunity to work with very new products that aren’t yet mainstream, and a specific type of finesse soft baits which in general are underutilized and little used on our northern fisheries.”

At this writing, GNUGEN has established partnerships with six North American team members. Additionally, they are also working with World Fishing Network TV host, Mariko Izumi, a 3rd generation Izumi angler, niece of Canadian legend, Bob Izumi. One of their first spoons, the Mariko, was named for her.

Osborne is motivated to be able to bring his own childhood love of fishing to today’s crop of anglers. It’s what the company name GNUGEN is all about – generating a love for the sport in a new generation of fishermen.

With is growing distribution, Osborne still runs the business from Edmonton and it’s still a family operated venture. Visit GNUGEN lures at www.gnugen.com.  A full catalog is coming soon and anglers will be able to creatively order specific items. Over the the year, GNUGEN will be adding new products to its establishing website, and in stores, for purchase.

ALL FISHING-HEADQUARTERS READERS WILL RECEIVE 20% DISCOUNTS THROUGHOUT THE ENTIRE 2014 PARTICIPATING YEAR.……. use promotional code FishingHQ at gnugen.com