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About Us

Lateral Lines Lures LLC is founded by Dan and Dawn White and based in Johnson Creek, Wisconsin. The company’s mission is the development and marketing of unique, proprietary, patented fishing lures.

The business name “Lateral Line Lures” refers to the lateral line which is a system of sense organs found in aquatic vertebrates, mainly fish, used to detect movement and vibration in the surrounding water. This is the basis behind all Lateral Line products.

Meet Dan

Lure Designer and Founder of Lateral Line Lures, LLC

“From a young age, I have been fascinated with nature and intrigued by animal behaviors and how predators react to prey. One thing that is common in nature is that predators seek out the weak or injured prey, as it is natural for a predator to spend the least amount of energy and reduce the possibility of injury to itself. The design of this fishing lure, the BENDER is a culmination of my experiences while hunting, big game guiding, inland fishing, Great Lakes fishing and deep sea fishing.”

Dan White is a Nautical Captain and has spent the last five years developing, extensively testing, and refining the company’s fishing lures. Dan has more than 25 years of personal and professional fishing experience in many parts of the US and Canada. From freshwater inland and alpine lakes and rivers, Great Lakes and deep sea fishing. During this time, he amassed extensive knowledge of all areas of the fishing industry, from the recreational fisherman, fishing tackle retailers and tackle distributors. This knowledge has been critical to his development of Lateral Line Lures. Dan is effective and comfortable interacting with all of the various fishing industry constituencies. Through market research and product testing, Dan developed a line of lures that uses the science of nature to help you reel in the big one!



Predator fish follow schools of baitfish around waiting for the moment one of those fish becomes an easy target.

The Bender triggers a predatory response because it imitates an injured or dying fish. Predators are opportunists and will always go after the easy kill.

How it Works

The historically proven science of nature, combined with innovative new technology.

About Us

Lateral Line Lures was founded by Dan and Dawn White to create freshwater and salt water lures.

Shop Lures

Available in a variety of patterns and colors - 3", 5" & 7" Sizes. Made with Premium Mustad® Hooks.

Tips & Tricks

Watch videos on how to master the Bender® and get fishing tips from veteran anglers.