Get Lost. Find Monsters. This isn't just a catchy tagline; it's a state of mind. We truly believe that getting lost, either in your head or in the woods is when you find what you're looking for. The three of us at Lost Forty Lures live by this. Growing up in Northern Minnesota we've had the privilege of fishing 10,000 lakes and wanted to create lures worthy of the nasty ponds to the pristine bodies of water that surround us.

  • GABRIEL OLSON - President & Inventor

    Founder of Lost 40 Lures and longtime angler. Born and raised in northern Minnesota with a lifelong obsession for chasing monster fish - pike and musky are my go-to. Now living in North Carolina. U.S. Army veteran with a passion for building tough, reliable gear that gets the job done.

  • KEN NYBERG - Head of Marketing & Design

    Born and raised in the north woods of Minnesota, and rooted in the dedication and passion of the people who live in the Midwest. As a designer, it's my mission to create a brand and product that I can stand behind. Adventure kayak fishing and hooking monsters on pothole lakes deep in the woods is where I find my peace of mind.

  • ZACH NYBERG - Head of Logistics & Sourcing

    Growing up in northern Minnesota, you can't help but develop a deep connection to the outdoors. Creating this company is a true dream - surrounded by people who share the same passion for adventure, hard work, and chasing what matters most. Working on an ambulance and volunteering as a firefighter, I am driven by a commitment to serve my community.