Our Story

Our Roots

The North Shore Fishing Co. name is a culmination of where our family began and where we frequent. The North Shore of Lake Superior is a truly special place. The people. The community. The fishing. We live a few hours from there now, but if the wind is just right, you’ll find us on the big lake hunting for those giant Lakers!

Quality Products. Relentless Giving.

NSFCO is re-thinking the gear we use on the water every day. From rod sleeves to tackle storage to boat safety equipment, we have some big ideas in the works! The driving force behind the brand is America’s first responders and military community. Our motivation is to raise the money needed to help the families of these brave men and women with scholarships through the Folds of Honor Foundation. We donate at least 10% of every sale to this fantastic organization, likely more.

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Meet the Team


Ellie is the visionary of this company, although fishing
wasn’t our first go at it. She wanted a way to raise money to buy Christmas presents for ill children in hospitals, supplies for school, and donuts for the local Sheriff’s department by tying and selling paracord keychains and bracelets. Her idea took off, she realized she is better at ideation than tying knots, and Mom and Dad had some long nights keeping up with orders. We took a step back and pulled out the drawing board. The North Shore Fishing Co brand took shape (dad may have influenced the direction we took) and the mission to give is still at the forefront of what we do. Ellie is the self-proclaimed boss, and she is probably right. She is also head of the shipping department. Every order placed on our website is fulfilled by her and her brother.

Meet the Team


Isaac is the UPC sticker master and works part-time in the shipping department, specializing in the precise placement of shipping labels. He’s also the head of product testing if it means we get to take the boat out and hunt for fish. That is a lot of hats to wear for a 4-year-old! He has proven he is up for the challenge and makes us all laugh in the process.

Meet the Team


Day to day operations falls on this guy. As a way to give his kids, even at a young age, a glimpse of how a business operates and show them that anyone can create an opportunity to help others by putting in time and a little bit of hard work, the North Shore Fishing Company was born. Beginning at a young age, Eric learned the ropes of hunting and fishing from his dad and grandpa, some vivid memories he will soon not forget. Today he likes to spend his free time on the many lakes across the Midwest chasing everything from panfish to Kings. He is eager to share his passion with his wife and kids and introduce them to the wonderful outdoor community as they grow.