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Nomad Design, the Australian specialist in saltwater lures, has taken its biggest step yet into the US freshwater market with the official launch of its Live Ops soft baits brand for bass.
The launch of Live Ops at the Bassmaster Classic in Texas is the latest development in Nomad’s strategy to extend its reach beyond saltwater and be known as a prime innovator for all styles of fishing.
Nomad has built a reputation in saltwater circles for its robust and functional baits for big game fish. It developed its first lures 14 years ago and has since become the brand of choice for anglers chasing dream fish. “Nomad lures are known for being super effective for fish like wahoo and tuna in tough conditions,” says the company’s new CEO, Chris Beldon. “They are loved by anglers in Australia, California and Florida.”
Beldon (below), a former VP of Marketing at Rapala in Finland, has been brought in to oversee the company’s transition from saltwater to multi-market. “We want to be known as a global innovator in lures,” he told Angling International in March before flying out from Australia to be on the Nomad booth at the Classic at Lake Ray Roberts.
The Nomad brand was created out of a high-end charter business offering trips beyond Australia’s Great Barrier Reef and on into the Coral Sea. Owner Damon Olsen, an engineer by background, began offering his home-designed lures to his customers then switched the business to be fully focused on the bait brand.
Its most famous baits include its super-fast Madmacs and the deep diving DTX Minnow. Both use Nomad’s patented Autotune System to allow them to run straight and true, even at high speeds.
Now the focus has switched to soft baits for bass. “We have quietly introduced some freshwater lures in the USA over the past two years, but this is it for real now,” said Beldon ahead of the launch of Live Ops. “This is where we tell the US market to pay attention to us. We have something new for the market.”
That ‘something new’ is the Live Ops Adjusta-Ball Tungsten Bait System, which allows anglers to insert tungsten balls into chambers within the soft bait, giving the ability to adjust the weight distribution for perfect balance and a horizontal sinking action.
The advantages of the technology are complete control to suit fishing conditions and a natural angle to entice more bites. As the Nomad launch message says, ‘baitfish don’t sink head-first, right?’
“This is what we always do at Nomad,” explained Beldon. “Our hallmark is to add an extra twist of functionality to a lure. Something that solves a subtle problem that was hard to notice, but now makes the lure more effective than you ever imagined. We have done it in saltwater for years and now we are doing it in the freshwater market.
“That is our core message to retailers and trade partners. We are the people that brought exceptional innovations to big game offshore and inshore fishing, and now we are doing the same in freshwater. We’ve proven ourselves in saltwater, now we are the brand to watch in bass fishing.”
There are three Live Ops models using the Adjusta-Ball Tungsten system.
The Fallout Minnow is crafted to replicate the precise action and appearance of real baitfish. It features a unique spear tail that enhances its action by creating a natural body roll and enticing side-to-side swing.
The Delta Minnow is typified by its soft-plastic bill that keeps it perfectly positioned once it has reached the required depth using the weights. It can be further customised with hooks, making it an ultra-versatile option.
The Cobra Shad is designed to deliver incredible realistic movements in the water thanks to its unique angled gills which create an intense side-to-side darting action while also forcing it to dart upwards, simulating a fleeing baitfish. It is perfect for enticing even the most cautious bass, says Nomad.
Beldon is confident Nomad has the design expertise to maintain momentum in its new sector. Nomad, he says, has successfully navigated the evolution from charter business to saltwater bait brand. The competitive waters of the US bass market are where it wants to be next.
“This is only the start,” he tells Angling International. “We are here in the freshwater market for the long-term.”
