An online tackle retailer is changing how you shop for new tackle and fishing gear with a ''shop by lake'' approach.

That’s what my passion is. But we would never limit ourselves to just (fly fishing).” The shop will sell such things as fly rods, spinning rods, flies, lures, line, tackle boxes, fishing nets ...

Today’s trout fisher has a wide range of store-bought trout bait—along with trout lures and trout spinning ... picked up easily at your local tackle shop or ordered online with a few clicks.