Story by Brad Fuller | Photos by Tanner & Travis Lyons
We’re in that unique time of year when one season starts to bleed into the next. While the anglers begin winding down their 2025 campaign, the business of professional bass fishing is just getting started.
From the outside, it may look like we’re catching our breath. But inside these walls, we’re full throttle.
We’re prepping to release the 2026 schedule. We’re in the early stages of setting the 2026 field. We’re deep in sponsor negotiations and contract renewals. We’re looking ahead while staying focused on finishing this year strong. This is the home stretch—and the overlap is where great organizations either elevate or unravel.
For us, this is where we dig in.
Back in 2021—at our very first event in Eufaula, Alabama—the goal was just to get across the finish line. And we did … just barely. The livestream was a mess. The audio was a disaster. At times, we weren’t sure we could hold it together. But when it was over, Luke Dunkin put his arm around me and said, “We did it, man. We actually pulled it off.”
We had no expectations. No spotlight. No pressure from the outside. The pressure was internal—something to prove to ourselves.
Now? That pressure is everywhere. And it’s earned.
When fans, anglers, sponsors, and industry insiders all expect more—it’s because we’ve shown we’re capable of more. But managing that growth the right way takes more than momentum. It takes discipline.
And this week at ICAST is a major step on that journey.
To be clear, the NPFL is a business and like any business, it has needs—some of which have been put on the back burner out of necessity. We’ve spent the last few years prioritizing survival, culture, and the product itself. Now it’s time to scale. That means generating real revenue. That means real business development.
This trip to ICAST isn’t just about handshakes and hype. It’s about moving this league forward financially—because if we want to keep improving the experience for anglers, fans, and partners, we need to address the operational needs that have been waiting patiently in the background.
The days of bootstrapping our way through every challenge are coming to an end. It’s time to build something more sustainable. And that takes revenue. Significant revenue.
At the NPFL, we’ve got a saying: “Deeds, not words.”
Anyone can say the right things. What matters is doing the right things—even when no one’s watching, and especially when everyone is.
We’re not here to jump from sponsor to sponsor or hype up the next shiny thing. We’re here to build meaningful, lasting partnerships—relationships that can withstand the ups and downs that come with this business. Our goal isn’t to constantly chase new deals; it’s to make it impossible for the right partners to leave.
So, as we enter the final leg of the 2025 season, we’re not coasting. We’re locking in. We’re building forward. And we’re staying true to who we are.
At the end of the day, it’s still just bass fishing. And that’s exactly why we take it so seriously.
