Our Story
Created from a passion for fishing….
How it all started
Andre Moore started Reaction Innovations in 2002 while fishing professional tournaments from the East to West coast. Andre has been making fishing lures since childhood always looking for a better lure to catch fish. Starting with tying flies as a kid and evolving to making balsa crankbaits, hand pour worms and swimbaits. When Andre started fishing the national tournaments he quickly realized that unique lures could bring him a competitive edge while fishing against the best anglers in the country. Andre created the Sweet Beaver from a hand pour prototype and went on to win the FLW Forrest Wood open at Beaver Lake in Aransas and Reaction Innovations was born. We strive to create new groundbreaking designs to give our customers the advantage as well.
“Every tackle shop I went in had a bunch of crap! No companies were making anything I wanted to use. That’s when I started Reaction Innovations.”
Josh Herren
The “Mad Ginger.” Josh has a unique way of thinking outside the box. He plays a big role in developing new color formulas and giving us all headaches. Quite an accomplished tournament fisherman himself, Josh also knows how special it is to have that secret bait.
Philosophy
Reaction Innovations believes in creating not duplicating. We work tirelessly to work on new designs and color schemes for our lineup.
David Hernandez
“The Mexican.” The grunt of the company. David is here from daylight to dark every day making sure everything is running smooth. Runs machines in the morning and shipping orders in the afternoon, he gets it done. If you need something next day air for a tournament the Mexican is your man! David loves tournament fishing but, his biggest passion is barbeque.