Who We Are

Omnia Fishing Founders

Why we did this

There’s a complex relationship between what tackle we need and the species, lake characteristics, season, style, and location of where we fish. We wanted to create a custom shopping experience online that you’d receive at the mom-and-pop bait shop. Omnia Fishing is the first e-commerce store that allows you to find, buy, and organize your fishing gear based on the specific bodies of water you fish. We make finding the right tackle easy by presenting a refined list of relevant tackle products based your specific needs starting with the lakes you fish, and we allow the community of anglers that fish that lake help each other discover what baits are working in real-time. Our vision for Omnia is a simple platform and better way to shop for fishing tackle that allows us to connect anglers with gear that is working on the lakes they fish or in another state with similar lake characteristics.

Matt Johnson, Co-Founder & CEO

Matt Johnson Co-Founder & CEO

Matt grew up fishing with his dad and brother in Northern Wisconsin and fondly remembers his dad’s patience after consistently hooking him in the back of the ear with fly rod poppers. Mattco‐founded Contour Innovations in 2010 to create the current angler mapping platform Insight Genesis. Matt acted as Contour’s CEO through fund raising and acquisition of the business byLowrance in 2014. Matt is also the co‐founder of Able Seedhouse and Brewery in NE Minneapolis. He’s had the amazing opportunity to fish all over the world from lake trout in the Apostle Islands in Lake Superior, chasing giant pike in the Baltic Sea in Sweden to yellowtail king fish in the northern tip of New Zealand.

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Dan Wick, Co-Founder & CTO

Dan Wick Co-Founder & CTO

Dan brings over 20 years of experience building ecommerce focused businesses and applications. Previous, Dan was the technical co-founder and CTO of Red Stamp which was acquired by Taylor Corp in 2013. After the acquisition of Red Stamp Dan oversaw services that include merchandising, payment processing, order fulfillment, email and messaging management that enabled the development of a marketplace with over 12 million skus across 2,000 companies. Dan grew up in Iowa chasing fish with his dad and brother.

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Chris Morgal, Co-Founder & COO

Chris Morgal Co-Founder & COO

Chris has been in the fishing industry his entire career in roles of marketing, sales, manufacturing, and supply chain. Prior to co-founding Omnia Fishing, Chris was a sales manager for Lowrance Fishing. In past roles Chris has been a marketing manager for Lowrance, product development and supply chain manager with Northland Tackle and 2 additional fishing tackle and gear manufacturers. Chris pursues fishing diverse fishing opportunities all over the state of Minnesota but prefers walleye fishing.

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Parker Mullins, Marketing Manager

Parker Mullins Marketing Manager

Parker has a history of finding unique solutions to marketing problems and building brands through innovative multi-channel digital strategies. Parker was previously a media supervisor at space150 in Minneapolis leading paid digital, search and social strategies for Buffalo Wild Wings and Vista Outdoors accounts. He has a deep understanding of the media landscape, including a strong focus on digital measurement, analytics, and reporting across a broad variety of industries and mediums. You can find him fishing in Minnesota or standing in a Wisconsin stream in a pair of Simms bibs. He’s the only one with hair in the office.

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Seth Feider, BASS Elite Angler

Seth Feider BASS Elite Angler

Seth is known around the world as not only a champion bass snatcher but for sporting one of fishing’s best cookie dusters. Seth is a current BassMaster Elite Angler, sponsored by Rapala, VMC, Simms, Daiwa, BioSpawn, and Outkast Tackle. He’s a Bloomington, Minnesota native and won the 2016 Bassmaster Toyota Angler of the Year Tournament on Lake Mille Lacs in northern Minnesota with smallmouth bass. Among other custom lines, he has helped launch the custom Feider series technique specific rods with Diawa and line of jigs with Outkast Tackle.

Omnia Expert Profile


6150 Olson Memorial Hwy
Golden Valley, MN 55422