The company states that its fishing operations commenced in August 1999, although the current corporate entity, Tackle Tactics Pty Ltd, was registered in 2005.12

Origins

Tackle Tactics began in 1999 as a small family fishing business in Australia. According to company records, operations started in a family garage, initially selling fishing flies during the fly-fishing boom of the late 1990s. The business subsequently expanded into soft plastics, spinnerbaits and jigheads.1

This development coincided with the emergence of Australia’s modern bream and bass tournament fishing scene. Managing Director Gareth Williams identified a market gap for high-quality jigheads and began developing products tailored to the techniques used by tournament anglers.1 This focus became the foundation of the company’s first major product identity, TT Lures.

Early philosophy

The company describes the original TT Lures approach as “innovation, rather than imitation”, focusing on developing products around specific species, techniques and locations rather than replicating existing tackle.1 This philosophy proved particularly significant in the jighead category.

Evolution from TT Lures to TT Fishing

For much of its early history, the company was best known as TT Lures. As the product range expanded to include rods, tackle storage, tools, terminal tackle, lines and apparel, the name TT Lures was deemed too narrow. The company introduced the TT Fishing identity to represent a comprehensive fishing brand while retaining its emphasis on quality and innovation.1 Today, TT Fishing is positioned as the company’s primary Australian performance fishing brand.

Facility expansion

Since its inception, Tackle Tactics has undergone multiple warehouse expansions to accommodate its growing product range and brand portfolio:

The current head office is located at 4/54 Kremzow Road, Brendale, Queensland 4500. The company operates primarily as a wholesaler rather than a retail store.1

The business operates legally as Tackle Tactics Pty Ltd (ACN 116 207 937). Legal documentation identifies this entity as trading under the Tackle Tactics name.12 Public business register information lists it as an Australian proprietary company limited by shares, registered on 13 September 2005.2

While the corporate registration dates to 2005, the business history traces back to 1999. Consequently, 1999 is cited as the founding date of the business operations, distinct from the incorporation date of the current legal entity.12

Flagship in-house brand

TT Fishing is the brand most closely associated with Tackle Tactics. Its historical reputation is anchored in jigheads designed for soft-plastic fishing. The company currently lists more than 730 jighead styles and weights within the TT Fishing range, alongside lures, rods, braid, leader and tools.1 The range caters to both freshwater and saltwater fishing across a variety of Australian species.

Major product categories

• Jigheads: Standard, weedless, heavy-duty, finesse, underspin/bladestyle, and species-specific designs.
• Lures: Soft plastics, metal lures, vibration blades, spinnerbaits and other artificial lures.
• Rods: Designed specifically for lure-fishing applications.
• Lines: Braided lines, leaders and terminal tackle.
• Tools and accessories: Tackle storage, rigging tools and general fishing accessories.

The current catalogue positions TT Fishing alongside other brands distributed by Tackle Tactics.1

Jighead development

Jigheads are considered the category that established the company’s reputation. In the early 2000s, collaboration with tournament anglers led to designs suited for the emerging bream and bass competition scene.1 The design philosophy focuses on the interaction between hook, head shape, keeper, soft plastic and presentation technique, rather than treating the jighead merely as a weighted hook.

Notable models include:

• HeadlockZ: Designed to securely hold soft plastics.
• HeadlockZ HD: Heavy-duty applications featuring strong Mustad hooks and specialised keepers.
• RevlockZ: Underspin and bladed presentations.
• ChinlockZ: Weedless-style applications.
• Various finesse and species-specific jigheads.1

ZMan

Tackle Tactics is the Australian distributor for ZMan soft plastics. This relationship creates a product ecosystem where ZMan soft plastics are paired with TT Fishing jigheads, lines and rods. Rigging guides explicitly discuss combining these products for freshwater and saltwater lure fishing,3 and ZMan’s Australian website directs users to the wider Tackle Tactics portfolio.4

Platypus Fishing Lines

Platypus is a historic Australian fishing line brand acquired by Tackle Tactics in 2018. The brand has over 125 years of manufacturing history and continues to produce monofilament and braided lines in Australia.1

TRIBE Fishing

TRIBE Fishing offers a more economical range of products, including spinnerbaits, jig spinners and braided line, providing retailers with a lower-cost alternative within the portfolio.1

Distributed brands

In addition to its own brands, Tackle Tactics distributes several international labels in Australia, including:

• Pro-Cure
• Mepps
• Fish Inc. Lures
• Pelagic Gear
• Toadfish Outfitters
• A-Just-A Bubble Floats1

As of 2026, the catalogue encompasses lures, jigheads, soft plastics, rods, reels, lines, leaders, scents, floats, tools, storage and apparel, functioning as a comprehensive fishing ecosystem and distribution house.1

The company’s stated philosophy centres on tested, proven and practical products developed by anglers for anglers. Three recurring themes define its approach:

1. Innovation: Developing new solutions rather than reproducing existing tackle.
2. Specialisation: Designing products around specific fish species, lure presentations, water types and environmental conditions.
3. Education: Providing extensive resources including rigging guides, species guides, how-to articles, videos and knot guides to assist anglers in using products effectively.1

Tournament fishing has significantly influenced product development. Early involvement in the Australian bream and bass tournament scene served as a testing ground, resulting in specialised jigheads tailored for competitive lure fishing rather than mass-market bait fishing.1

Although Australian in origin, Tackle Tactics exports to international markets including New Zealand, the United Kingdom, the United States, Singapore and Malaysia.1 This expansion is notable given that TT Fishing product development was originally heavily influenced by Australian species and local fishing conditions.

Gareth Williams serves as Managing Director and played a central role in identifying the need for improved jigheads during the early development of Australia’s tournament lure fishing market.1 Industry sources identify him as the founder who launched the family business in Brendale in 1999. The company emphasises its status as a family-oriented business with long-serving employees.1

• 1999: Business begins as a family operation selling fishing flies.1
• Late 1990s–early 2000s: Expansion into soft plastics, spinnerbaits and jigheads.
• Early 2000s: TT Lures gains prominence in bream and bass tournament fishing.
• 2001: Relocation from family garage to first warehouse.
• 2005: Registration of Tackle Tactics Pty Ltd.2
• 2010: Move to 300 m² warehouse.
• 2014: Move to 600 m² facility.
• 2017: Move to 1,000 m² facility.
• 2018: Acquisition of Platypus brand.
• 2019: Move to current 2,000 m² facility.
• 2020s: Transition from TT Lures to TT Fishing brand identity.1
• 2026: Operation of broad multi-brand portfolio covering manufacturing and international distribution.1

1. About Us — Tackle Tactics
2. Company: Tackle Tactics Pty Ltd, information
3. Rigging Guides – Tackle Tactics
4. Home – Tackle Tactics