One Fish. One Lure.

Don Fish Gear began with Don: a kid who spent every spare moment on the water, learning what worked through years of real fishing sessions — from New Zealand's saltwater coastlines to China's freshwater rivers.

"One Fish. One Lure." is our commitment to helping beginners and experienced anglers find the right gear for the right fish, in the right conditions. That hard-earned experience and dedication are at the heart of Don Fish Gear.

The right gear for land-based lure fishing in New Zealand.

For every species, Don has done the testing — countless sessions during a lunch break, after work, or on the weekend — to find the one or two lures that actually perform for most land-based situations with the greatest efficiency, and the one or two techniques that consistently put fish on the bank.

Subtraction is the strategy.

We live in an age of too much choice. We're not here to win a price war. We're here to cut through the noise, save you time, and put the right lures, gear, and guidance in your hand for the fish you're chasing.

Help You Become a Don Fisherman.

A Don Fisherman doesn't need a trolley full of tackle. They carry the right essentials, understand the little things, and know that every session is a small puzzle worth solving.