About Us

LAKE WYLIE, S.C – Veteran Bassmaster Elite Series pro Todd Auten, who has qualified for five Bassmaster Classics and six Forrest Wood Cups, has started an online tackle store with his wife, Susan, and son, Nicholas. The store, called Auten Specialty Baits, will carry custom, hard-to-find, collectible and vintage lures. “I’ve realized that there are all sorts of specialty items that we use on tour that the average angler can’t get or doesn’t know about,” Auten said. “There are also some small-scale companies that would like to expand their reach. Our goal is to bring those two closer together.”
The company’s first offerings come from Water Wood Custom Baits, a manufacturer of premium crankbaits crafted from sustainably harvested Marupá Pedra wood from the Amazonian rainforest. “Todd has been a huge help in developing the Water Wood Baits and continually provides meaningful feedback,” said Water Wood President Marcos Malucelli, who is originally from Brazil, but today lives near Lake Wylie, near Auten. “He understands the unique cranking culture of the Carolinas but also travels the country to see the latest tackle trends.”
Next on tap for Auten Specialty baits will be several regional jigs and wire baits crafted for specific purposes and made to Auten’s exacting standards. After that, he hopes to expand into Japanese tackle as well. “My goal is to only sell the best of the best and to give anglers around the country a chance to learn about all of the nuanced gear that doesn’t get a lot of press.”