ALEXANDRIA — If it is open-water fishing season, Seth and Jennie Engle are either on open water, headed to open water or counting down the hours until they can get onto open water. Other times, they can be found making and selling their own hand-crafted lures. Working full time leaves the couple minimal hours during the workweek to get some casts in, but they manage alright reeling in muskies measuring 48-54 inches as personal bests.
“Muskie fishing is just not as popular … for some people; it takes a lot of casts to reel one in,” Jennie said. “You need to have patience and put more time into it.”
One way they improve their fishing results is by using their own lure creations. Working full time at Renegade Outdoor Innovations in Miltona since 2017, Seth goes from making lures at work to making more lures when he gets home. In 2013, the Engles opened Bull Moose Tackle to sell their handmade lures. Seth spends hours prototyping designs, creating color combinations, studying the market to remain unique and constantly switching it up based on his knowledge of what is active on the water.
The company started as primarily a muskie lure company but has evolved to a 50-50 balance, now offering a bass lure line as well. The Engles maintain a steady flow of online orders and gain exposure by attending four to five exhibitions yearly in Minnesota.
“We obviously want to make money, but we want to make it reasonable,” Jennie said. “A kid can come in with $5 and buy something in our booth, and that’s not always true in other places.”
The couple lives just outside of Alexandria, which is known for its many lakes, summer cabins and resort hotspots. The primary focus for the couple has been and continues to be close to home. In 2023, Seth and Jennie launched Hook Set Guide Service, offering guided fishing trips for all species of fish in the Alexandria lakes area. The majority of clients are seeking muskies and walleyes, Seth said.
“One fall, I had two older guys with me, (and) … we got a really good walleye bite averaging 25 inches,” Seth said. “They had never experienced big walleyes like that before. It was a lot of fun seeing them so pumped and taking pictures.”
Seth grew up fishing, and he enjoys taking people out, teaching them different techniques and putting them on the fish, he said.
“If there’s a lake you want to learn to fish, … I’ll take them out there and show them what I would do,” Seth said. “There are a lot of people who don’t get out fishing much or have moved up here and don’t know much about the lake at all.”
Jennie said she finds her role as being the behind-the-scenes person in both business ventures enough for now. Attending expos, shipping orders and inspiring designs every once in a while is plenty for her. She is a full-time science teacher at Alexandria’s Discovery Middle School and is also the head coach for the high school robotics team in Alexandria. Oftentimes, summers for a teacher can be quiet, but Jennie said she participates in a handful of summer camps with the robotics team.
The Engles said they currently are at a great balancing point. They attend the annual Grape Stomp held at Carlos Creek Winery in Alexandria and the Taste of Osakis event in Osakis, which are two of the lakes area’s large events for vendors and handmade goods. They also attended George’s Minnesota Muskie Expo in Shakopee and the St. Cloud Sportsmen’s Show in St. Cloud this spring.
“Kids come back to our booth (and say things like), ‘Can I show you the fish I caught with your lure?’” Jennie said. … “It’s amazing to see, and they’re excited about buying another one. You can’t steal that kind of joy.”
The expos provide sales for Bull Moose Tackle as well as networking to promote their guide business. The Engles have participated in multiple art fairs and smaller markets in the past based upon availability.
“That’s where that balance comes in,” Jennie said. “At what point do you feel like you’re doing it and still enjoying it?”
The Engles have goals to move to a wholesale business when the time feels right to take that leap.
“That is definitely where we are headed next,” Jennie said. “I just can’t predict when it’s going to happen.”
Seth is from Long Prairie, and Jennie is from Garfield, but the couple met while working overnight shifts at Walmart in Sauk Centre. Jennie was also working part time teaching in Melrose, and Seth was working there right out of high school. The couple had a fishing-themed wedding at Diamond Point in Sauk Centre, and from there,
they found themselves packing up and moving to Soudan, as Jennie was offered a full-time teaching opportunity.
“I knew wherever I wanted to get a teaching job, it needed to be a fishing spot as well,” Jennie said.
Living near Lake Vermilion was a dream come true. Jennie was teaching at Vermilion Country School. In the off season, she worked for Lake Vermilion-Soudan Underground Mine State Park, giving historical and physics tours. Soudan being somewhat of a tourist town, the economy really ebbs and flows depending on the amount of snowfall and even the fishing conditions, Jennie said. This was something the Engles were in tune with as locals, and they noticed an opportunity. Seth worked for Boundary Waters Outfitters during the summer and was making lures for himself and friends in his spare time.
“This was when we realized Seth’s hobby was getting to be more than just a hobby,” Jennie said. “When you’re right next to Lake Vermilion, … one of the major muskie mecca lakes in the state, … this was a venture we might want to go after.”
For four years, they grew their tackle company and made plenty of fishing memories, but the economy in tourist towns can be tough, and the up-and-down rollercoaster was something that the couple grew tired of, prompting their move to the Alexandria area, Jennie said.
“While we enjoyed every minute of it, we wanted a little more stability, and as our parents are getting older, we wanted to be near family,” Jennie said.
With fishing season around the corner, Hook Set Guide Service has a few fishing guide tours booked. Seth spends a great deal of time pre-fishing leading up to the busy months of summer and clients.
“With tournaments, some lakes can get more pressured than others,” Jennie said. “Having that knowledge and ability of just being on the water all the time is probably half the battle of being a guide.”
The constantly changing weather plays a huge role in fishing. When Seth receives calls for guide trips, they often wait until the week before to determine which lake they will fish on.
“Obviously, you have to have some sort of a plan,” Seth said. “But we’re fortunate enough in Alexandria … (that) we have enough options that you’re not just stuck.”
Hook Set Guide Service will provide the necessary equipment, so clients just need to provide a Minnesota fishing license.
“Muskie season starts in June, a little later than walleye, pike and bass, but fall fishing is just as favorable,” Seth said.
The lakes area resorts and events draw in many people from the Twin Cities metro area, Jennie said, and word of mouth from clients enjoying the experience is one way the Engles hope their businesses continue to grow.
“People having great experiences is what we’re all about,” Jennie said.
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