|
|
|
Light, Science and Better Results |
|
Small town tackle company with big ideas applies technology and understanding of “what fish see” to trove of lures |
|
FINLAYSON, MN (June 6, 2025) – You may have heard of his other company, outdoors eyeglasses manufacturer RLVNT. Now enter Mad Scientist Tackle, a paradigm shifting company founded with the knowledge of a man steeped in the science of optics, as well as the bravery to challenge conventional lure-making and how humans perceive color versus what actually happens underwater. With decades of experience in the optical and ophthalmological coating industry (at the helm of optics machinery manufacturer Quantum Innovations and RLVNT eyewear), passionate angler Norm Kester had an epiphany several years ago. Why not apply many of the same principles to coating fishing lures that he applies to eyewear? |
|
|
The result has been extraordinary from field testers across species and across the country – and his uniquely-coated baits have trumped non-Mad Scientist models on bass, walleye, salmon, saltwater species, and more. Currently, the company offers 700+ lure and coating combinations to meet any fishing situation, that includes hardbait designs, forward-facing sonar jigs, topwaters, jerkbaits, spinner rigs, and more. “I was already making sunglasses for anglers and working with fishing professionals, so that led to a lot of in-depth conversations about how we believe fish see and react to presentations,” said RLVNT/Mad Scientist Tackle CEO, Norm Kester. “The end result was jumping right into the deep end of the pool with coating lures for these guys and launching Mad Scientist Tackle.” |
|
|
Unique color combinations have historically been big with professional walleye, bass, and salmon anglers, but most are static paint jobs. Kester knew he could add coatings that would more perfectly replicate the way forage scales reflect light and how light is attenuated the farther real baitfish and lures are submerged in the water. “It’s a combination of producing spectacular UV appearance, unlike any UV coating on the market, with a presence inside the infrared spectrum. Granted, salmon are the only fish proven to see in the infrared spectrum, but the science is still out with many species as to their awareness in this light spectrum. So, you get both UV and infrared recognizability on a grand scale with Mad Scientist Tackle, and all our field testing and customer feedback suggests that it works, and works well,” added Kester. Case in point, he cites the example of some professional walleye anglers he gave Mad Scientist Baits who entered a tournament, fished the same as they always do, and were basically in last place until their eureka moment. |
|
|
“Finally, on the last day with two hours left to go, they pulled out the Mad Scientist Baits with our coatings and started catching fish, which propelled them up the leaderboard,” said Kester. “When the tournament was over, they wanted to know, ‘what is the deal with these baits?’ They were the only thing they could catch fish on. So, I explained to them that the process was to create lure colors that they might not see, but the fish would recognize in UV and possibly infrared.” The same thing happened when salmon fishing on the west coast. Kester and company were in a fleet of 50 boats at the mouth of a river oceanside, and nobody was having much luck. Kester switched the boats rods over to custom Mad Scientist Tackle-coated flashers and they boated 17 salmon on a day when most anglers went home empty-handed. “At this point, I was only coating lures for pros and guides,” said Kester. “And after experiencing and hearing about numerous other stories like this on all species – including watching largemouth bass on forward-facing sonar react to our baits and not others – I knew we had to kick the company into gear and make the products available to the public.” |
|
|
So, is it the UV or the infrared in Kester’s unique bait coatings that does the trick? With emerging science, it could both, because a lot of fish are very adept hunters in deep, dark waters and react with their vision besides their other senses. In the very least, we know that’s the case with salmon – and pure visible refraction and UV with all other fish species. “Let’s call them ingredients. I put a little bit of hot pepper, a little bit of garlic salt, cayenne, all the optics technology I have at my disposal into these lure coatings – and they catch fish. Why exactly? I’m no biologist, but have talked to plenty and the reason is how light – visible light, UV, infrared – is reflected and refracted off our baits. It just looks more like the real thing underwater, even if you might not recognize it looking at some of our coatings. But the fish can see it. And I must tell you, I’ve never hooked so many fish on the front hook of crankbaits in all my life. Fish attack our lures. Pure reaction bites. And it’s all because we’re using the science of light.” Again, besides manufacturing over 700+ lure and coating combinations available via their website, Mad Scientist Tackle is also available as partner for OEM lure partnerships, whereby they coat existing hardbaits for other companies. “We encourage you to try our Mad Scientist Coatings and compare the result to what you’ve been using. You will notice a difference in your fishing.” |
|
|
  |
|
About Mad Scientist Tackle Born from the technologically advanced loins of RVLNT eyewear, Mad Scientist Tackle was created to help anglers catch more fish. How? We use the science of light to make innovative products. It starts with RESEARCH. We keep our eyes peeled to discover what lures are being used and loved by anglers like you. Secondly, there’s our proprietary COATING. Using our secret lure coating process, we can reflect light in a way that’s natural like real baitfish scales, which fish cannot resist. Yes, our baits are scientifically proven to catch more fish, besides exhaustive and successful field testing. All Mad Scientist lures have been tested by professional anglers in professional tournaments. We have no doubt that after experiencing the madness of our baits on the water, you will also be convinced! Mad Scientist Tackle is proud to be based in rural America and veteran owned and operated. |