Antigo, Wisconsin – One of the world’s most renowned muskie fishing lure manufacturers is celebrating its 85th year in business under the leadership of the fourth generation of its family.
Suick Lure Co.of Antigo, Wisconsin, announced that Michael Suick has purchased the company from his father, Steve Suick. The purchase price was not disclosed.
“I am proud to carry on my family’s legacy and I am determined to one day pass it on to the next generation,” said Mike Suick. “And I hope I can keep it in the Suick family.”
Mike Suick, 36, of Antigo has been with the company full time since 2010. Steve Suick acquired co-ownership of Suick Lure from his uncle Jim Suick in 1980, then completed the buyout of his father, John Suick, in the 1990s, although John remained associated with the company until his death in 2021.
The company was founded by Jim and John’s father, Frank Suick, in 1939.
The company’s flagship bait is Musky Thrillerwhich is available in six sizes in original wooden and plastic models. Other baits produced under the Suick name include: Nitewalker, Wabull AND Weagle. The company also produces the so-called Cisco Kid line of injection molded wobblers and Attack on the Shack assortment of cushioned plastic baits.
Mike Suick is proud to point out that all baits are manufactured in Antigo.
During a 2018 interview, John Suick explained the origins of Muskie Thriller.
“My father had a trout hatchery. He loved watching them. He noticed that when a fish lost its balance or fell on its side, other fish attacked it. That’s where he came up with the idea for his bait,” he said.
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Frank Suick sculpted his original bait to mimic the action of a dying trout, and he liked what he created. When he turned it loose on the muskrats at nearby Pelican Lake, they liked it too. In fact, Suick caught muskies every day for 30 days in a row, which was considered impossible at the time. Soon, other anglers, more or less jokingly, petitioned the state of Wisconsin to ban Suick from fishing Pelican Lake because of his success with his bait.
Frank Suick was posthumously appointed to National Freshwater Fisheries Hall of Fame in Hayward in 2007
Mike Suick has full knowledge of the family business. He worked part-time from the age of 10 until high school. He graduated from Antigo High School in 2006 and earned an Associate’s degree from Northeast Wisconsin Technical College in 2008. Two years later, he felt the need to “come back home” and rejoined Suick Lure Company.
“Growing up, I had no idea what the name Suick meant to muskie fishing,” he said. “Now I completely understand what’s going on. Only after moving did I fully appreciate what it is.”
After rejoining the company, Mike Suick began working at the factory producing baits in 2010 and began selling in 2012, primarily through accounts in Wisconsin. Until 2015, he was responsible for all sales.
Steve Suick said the addition of Mike Suick has revitalized the entire business. First came creating a website. In 2012, Shack Attack was purchased to grow the company, and in 2013, the High Impact line of plastic Muskie Thrillers was added. Weight systems and leaders were introduced to complement Muskie Thrillers, followed by a clothing line bearing the Suick logo.
“Without Mike, none of this would have happened,” Steve Suick said.
Such rapid development meant that the company ran out of space. In 2021, Suick Lure purchased and moved into the aged Spring Valley School northeast of Antigo, more than quadrupling the company’s manufacturing footprint.
Mike Suick congratulated his father on over 40 years of running Suick Lure.
“They had tremendous growth in the 1990s and that’s why we are where we are today,” Mike Suick said. “He’s really in charge of this business, even though we have a chance to be where we are now.”
The plan is to continue growing the company and stay in Antigo.
“We have a lot of great baits that are a staple of muskie fishing, but new products are driving this business,” Mike Suick said. “Suick Lure Company started in Antigo and we plan to remain here for many years. This community has been great for us.”
