Who Owns Googan Squad? The Full Breakdown Of The Fishing Industry’s Most Powerful Brand

The rise of the Googan Squad is one of the most significant success stories in the modern outdoor industry. What started as a group of individual content creators filming their fishing adventures on YouTube has transformed into a multi-million dollar tackle empire that rivals legacy brands like Berkley and Strike King. To understand who owns the Googan Squad, one must look beyond a single name on a corporate registration and instead examine a sophisticated partnership between high-profile influencers and strategic industry powerhouses.

At its core, the Googan Squad is owned and operated by its founding members: Robert Terkla (LunkersTV), Jon Barzarette (Jon B.), Andrew Flair (Flair), Alex Peric (apbassing), and Michael Hsiao (1_above / Mike). These five individuals are the primary equity holders in the Googan Squad brand and its associated media properties. However, the business landscape becomes more complex when discussing Googan Baits, the manufacturing and distribution arm, which involves a deep-seated partnership with Catch Co., the parent company of Mystery Tackle Box.

This ownership structure has allowed the group to maintain creative control over their content while leveraging the logistical and retail expertise of established industry players. By operating as a collective, the founders have successfully bridged the gap between digital entertainment and physical product sales, creating a brand loyalty rarely seen in the fishing world.

The Founding Five: The Primary Owners and Their Roles

The Googan Squad was never the project of a single individual; it was a collaborative effort born out of a shared vision to disrupt the traditional, often "stuffy" fishing industry. Robert Terkla, a former Army sniper and the face of the LunkersTV channel, is often credited with being the business strategist and driving force behind the group's early organization. His aggressive marketing tactics and understanding of digital algorithms helped the group scale at an unprecedented rate. Terkla’s role as a primary owner involves overseeing much of the high-level brand direction and partnership negotiations.

Jon Barzarette, known to millions as Jon B., brought a cinematic aesthetic to the group that redefined what fishing videos could look like. As a co-owner, his influence is felt most in the brand's visual identity and the "cool factor" that appeals to a younger demographic. While Terkla handled the business aggression, Barzarette focused on the storytelling, ensuring that the Googan Squad wasn't just a group of guys catching fish, but a lifestyle brand that fans wanted to be a part of.

The remaining three owners—Andrew Flair, Alex Peric, and Michael Hsiao—each bring unique market segments to the table. Flair expanded the brand's reach into the hunting and farm-pond management niches, while Peric and Hsiao provided the technical fishing expertise and high-energy personality that rounded out the team. Together, these five men hold equal weight in the "Googan Squad" entity, which manages their collaborative YouTube channel, apparel lines, and public appearances. Their ownership is a "flat" structure, meaning they share the responsibilities and profits generated from their collective brand efforts.

The Strategic Partnership with Catch Co.

While the "Squad" owns the brand name and media rights, the explosive growth of Googan Baits—their signature line of soft plastics, hard baits, and rods—was made possible through a joint venture with Catch Co. Based in Chicago, Catch Co. is a massive entity in the fishing world, founded by Ross Gordon. This partnership is often where confusion arises regarding ownership. To clarify, Catch Co. does not "own" the Googan Squad, but they are the operational partner behind Googan Baits.

This partnership was a masterstroke in business scaling. The Googan Squad provided the marketing firehouse and a guaranteed customer base, while Catch Co. provided the supply chain, engineering, and relationships with major retailers like Bass Pro Shops, Cabela’s, and Dick’s Sporting Goods. This allows the owners of the Googan Squad to focus on content and design without needing to personally manage international manufacturing logistics or global shipping warehouses.

The financial arrangement between the two entities is a closely guarded secret, but industry analysts suggest it is a revenue-sharing model where the Googan founders receive significant royalties and equity in the bait line's performance. This synergy transformed them from YouTubers selling t-shirts into global tackle manufacturers whose products are now found in virtually every major outdoor retailer in North America.

Evolution and Membership Changes: Who Is Still Involved?

The ownership and membership of the Googan Squad have seen slight shifts since its inception in 2016. Originally, there was a sixth member, Robert Field, who specialized in kayak fishing. However, as the group’s focus shifted more toward high-speed, bass-centric tournament-style content and large-scale manufacturing, Field and the group parted ways amicably. Field’s departure was a pivotal moment for the brand, as it consolidated the ownership among the five core members who were most aligned with the long-term vision of Googan Baits.

In recent years, fans have noticed that the members often film separately or focus on their own individual businesses. This has led to rumors of the group "breaking up," but the corporate reality is quite different. The founders have simply matured into their roles as CEOs of their own personal brands while remaining co-owners of the Googan parent company. They continue to collaborate on major projects and product launches, as their collective ownership remains their most valuable asset.

Maintaining a partnership among five distinct personalities for nearly a decade is a rarity in the influencer world. Their ability to separate their individual YouTube channels from the Googan Squad corporate entity is the reason they have avoided the "creator burnout" or legal infighting that often plagues groups like this. They operate more like a board of directors today than a band of roommates, which has stabilized the brand for long-term growth.

Googan Squad vs. Traditional Tackle Brands

The Impact of "The Lab" and Local Context

A major milestone in the Googan Squad’s ownership journey was the establishment of "The Lab," their massive headquarters located in Grand Prairie, Texas. This facility serves as the physical manifestation of their ownership and business success. It is not just an office; it is a content studio, a warehouse, and a hub for product testing. The choice of Texas was strategic, placing them in the heart of the American bass fishing market and providing year-round access to world-class testing waters like Lake Fork.

The Lab allows the owners to have a centralized location where they can meet with Catch Co. executives, design new lures, and host community events. It has also become a pilgrimage site for fans of the brand. By investing in physical real estate, the Googan Squad founders signaled to the industry that they were not a temporary "fad" but a permanent fixture in the fishing landscape. The facility has also brought jobs to the Grand Prairie area and fostered a local fishing community through the "Googan Coffee" brand and retail pop-ups.

Pros and Cons of the Googan Business Model

Pros:

• Direct-to-Consumer Power: The owners can launch a product and have it sold out in minutes without spending a dime on traditional advertising.
• Authenticity: Fans feel a personal connection to the owners, which builds brand loyalty that legacy companies cannot replicate.
• Speed to Market: They can identify a trend on social media and have a prototype lure in production faster than traditional corporate structures.

Cons:

• Personality Dependence: If one of the owners faces a personal scandal, it can negatively impact the entire corporate brand.
• Polarizing Nature: The "Googan" style is often criticized by older, more traditional anglers who view their high-energy approach as disrespectful to the sport.
• Scaling Pains: Transitioning from a group of friends to a multi-million dollar corporation requires a level of management that can sometimes stifle the original creativity.

How the Googan Squad Built Their Empire: A Step-by-Step Strategy

1. Content First: They didn't start by selling baits. They spent years building a massive, loyal audience on YouTube by providing free entertainment and "how-to" value.
2. Strategic Collaboration: They realized that five channels are stronger than one. By cross-promoting each other, they captured the entire fishing niche on YouTube.
3. Community Branding: They adopted the term "Googan"—which was originally a slur for an uneducated fisherman—and reclaimed it as a badge of honor for their fans.
4. Monetizing the Lifestyle: They started with high-quality apparel (hats/hoodies) to fund the development of their tackle line.
5. Professional Partnerships: They partnered with Catch Co. to handle the "boring" parts of the business (logistics and manufacturing), allowing them to remain the faces of the brand.
6. Retail Expansion: Once they proved the online demand, they leveraged their data to secure shelf space in every major outdoor retailer in the US.

FAQ

Does Catch Co. own the Googan Squad? No, Catch Co. is a strategic partner that manages the manufacturing and distribution of Googan Baits. The Googan Squad founders (Rob, Jon, Flair, Mike, and Peric) own the brand and media rights.

Who is the richest member of the Googan Squad? While their private financials aren't public, Robert Terkla (LunkersTV) and Andrew Flair are often cited as having the highest net worths due to their diversified business interests in real estate, hunting, and other ventures.

Why did Robert Field leave the Googan Squad? Robert Field left to pursue his passion for saltwater and kayak fishing, which didn't align perfectly with the group's focus on freshwater bass fishing and lure manufacturing at the time. The split was amicable.

Where is the Googan Squad based? The Googan Squad is based in Grand Prairie, Texas, where they operate their headquarters known as "The Lab."

The Future of Googan Ownership

As the Googan Squad continues to mature, their ownership structure will likely evolve to include more institutional investors or potentially an acquisition by a larger outdoor conglomerate. However, for now, the "Founding Five" remain firmly in control of the ship. Their success has proven that in the modern era, community and content are just as valuable as the products themselves. Whether you are a fan of their high-energy style or a traditionalist who prefers the old ways, there is no denying that the owners of the Googan Squad have fundamentally changed the business of fishing forever.

Are you looking to upgrade your tackle box with the latest Googan gear? Visit their official store or your local Bass Pro Shops today to experience the lures that changed the industry!