It’s not that he was impatient or unappreciative; he simply wouldn’t settle for “good enough.” Guided by a clear sense of the necessary, William Davis Sr. didn’t settle then, and he doesn’t settle now.
That’s why so many anglers have come to value the innovative and reliable baits designed and built by Davis Bait Co. It’s also why the man behind the name takes as much pride in sharing his grass-roots values as he does in delivering baits that meet his exacting standards.
Walk with us and we’ll unpack that premise. For now, we’ve got to start with where the story began.
Born and raised in Sylacauga, Ala., Davis claims lifetime angler status. He caught his first bass at age 3 and notched his personal best, a 10 1/2-pounder, several years later on a private lake in neighboring Clay County. A true product of his upbringing, Davis says his fishing infatuation was unavoidable.
“We have year-round fishing in this area,” Davis says. “We have a lot of great lakes from just minutes to a couple hours from where we live, so you can always find a place to catch a fish.”
Bass fishing, while certainly a central element, was part of a memorable mix of moments spent with his dad. Fly fishing was their passion, and whether it was for bass or bream, looking through a box of locally made dry flies, nymphs and poppers lit a spark that would ignite professional passion.
“Dad had a guy that was hand tying some flies for us, and I was really amazed at how a guy could make these flies for all these fish we were catching,” Davis says. “He was an older gentleman, and I only got to meet him one time before he passed away. That’s what inspired me to someday make my own baits.”
Practical pondering
Davis’ fascination with tackle progressed as he discovered the world of competitive fishing, and with that advancement came a heightened sense of awareness — the kind that tells a man: “Don’t settle.”
“I got hooked on the bass fishing stuff as an early teenager,” says Davis, now 63. “I had a couple of local tournament fishermen that showed me the ropes. I just loved it.”
As much as he embraced the competitive fishing scene, Davis faced the uncomfortable reality that he had a hard time finding tackle with the quality and reliability he needed. Today’s tackle industry is a well-evolved wonderland of options, but a young Davis saw the early gaps.
“I really couldn’t find the premium jigs and spinnerbaits I wanted,” he says. “There just wasn’t a lot of premium stuff out there when I was growing up.”
The discontent was palpable, but rather than lament the dearth, he did something about it. Figuring others would appreciate the same level of quality he had envisioned, Davis hatched a plan.
In 1977, he and a partner started Pro Line Bait Co. About 13 years later, Davis acquired the entire business and renamed it under his family surname. In 1999, he established Davis Industries, which manufactures baits for multiple private-label brands, including his own.
Davis’ first creation that he brought to market was the original Shaky Worm Head, a versatile jighead that defined one of the most reliable of bass fishing techniques and spawned many imitations. Family friend Braxton McNaughton, who laid the foundation for Netbait, created their first worm, a 6-inch straight tail made to match that Shaky Worm Head.
Many are the reports from anglers telling Davis of this jighead’s impacts, but none so meaningful as his son’s. If you didn’t know, the boy who made William Davis a “senior” is current Progressive Bassmaster Elite Series pro Will Davis Jr.
“I used the Shaky Worm Head to win the 2021 Alabama B.A.S.S. Nation State Championship on Lake Martin,” says Davis Jr. “Last year, in the Bassmaster Elite at Lake Okeechobee, I caught 26 pounds on it on Day 1 and finished fourth.”
Acorn to oak
Today, Davis Bait Co. has north of 3,300 items, with nationwide distribution, international availability in Japan and a strong presence at Tackle Warehouse and Bass Pro Shops. Along with versions of the Shaky Worm Head, the selection includes spinnerbaits, buzzbaits, underspins, crankbaits, hooks and minnows.
Along the way, Davis Sr.’s journey led him to several treasured friendships, from B.A.S.S. founder Ray Scott, to fellow lure makers like Tom Mann, Ed Chambers of Zoom and Lee Sisson, a famed crankbait designer who made baits for Bagley and under his own name. Davis Sr. also cherishes the time he’s spent working with pro anglers like Davis Jr., who helped design a soon-to-be-released Hildebrandt collab spinnerbait, and the late Aaron Martens, who developed the Scrounger-style Shaky Fish.
Past years saw crappie and panfish baits in the lineup, but today’s Davis Bait Co. mainly focuses on custom manufacturing for the bass market, with a little saltwater production. Throughout this tapestry, pride in the product defines the common thread.
“It all goes back to the quality,” Davis Sr. says. “You gotta know something about the sport before you can offer what’s really needed in the sport.
“We always try to make it better. Sometimes the best is not good enough. I know how it makes me feel to catch a fish on a lure I made, and if I can make other people have that same feeling, I feel like I’ve done my job.”
What matters
During the ’70s, ’80s and early ’90s, Davis Sr. competed in the Bassmaster and Operation Bass systems. He still enjoys local competition, but when his son entered the world on Sept. 28, 1992, the elder Davis wrapped up that stage of his life so he could stay closer to home.
“One of my sayings that’s on a lot of our packaging is ‘Make an investment — take a kid fishing,’” he says. “I’ve proven that with Will Jr. I think the outdoors keeps kids out of trouble. Knowing that I’ve been able to do that with Will Jr. and other kids gives me a warm feeling inside.”
To that point, Davis Sr. offers challenging yet encouraging words to younger folks aspiring to make their living in the outdoors industry. Reflecting a simple truth proven through the long hours and unrelenting diligence that built his rock-solid reputation, he shoots straight and speaks clearly.
“Whatever it takes to make it happen, you make it happen,” he says. “No shortcuts.”
Confident that he lives those words every day in his professional and personal life, Davis Sr. says he’s keenly aware that the good fortune to which his path has led him cannot be measured through financial statements. The tackle business has been good to him, but the big picture is where he hangs his hat.
“It is the American Dream when you get to do things you like to do as your job — even though I don’t consider this a job. Anytime you can spend as much time with your family and make a living, man, that’s the American Dream.”
A legacy worth leaving
Complementing his interest in competitive anglers, Davis Sr. commits significant time and effort to sharing the outdoors with folks whose interest sometimes exceeds their ability.
Specifically, the past 10 years have seen Davis Bait Co. host a no-entry-fee, sponsor-supported tournament that raises funds for The Arc of South Talladega County, an advocacy and support organization that promotes and protects the rights of individuals with intellectual and developmental disorders.
Working with Sylacauga Marine & ATV, Davis Bait Co. has raised $500,000 for The Arc’s operational and equipment expenses. Participating anglers enjoy competitive camaraderie with a hearty meal and pro angler meet-and-greets while helping advance an objective that’s near and dear to Davis Sr.’s heart.
“I’ve enjoyed working with a lot of special needs people,” he adds. “I don’t know why God gave me the ability to work with them, but in addition to our tournament, we take them hunting and fishing.
“It does my heart good. My wife, Donna, and Will Jr. are involved. It’s pretty neat to see the little stuff you do make a big difference.”
From supporting the special needs community to supporting competitive anglers, Davis Sr. exemplifies the appreciative soul compelled to give back. That thought includes the natural resources forming the very foundation for the business he has built.
His volunteer activities include working with state and local governments to advocate for environmental and recreational fishing topics, such as stocking and angler recognition concepts similar to the Texas ShareLunker program. He and Davis Jr. collect discarded Christmas trees for lake habitat, and when various tournaments come to town, Davis Sr. teaches and promotes good fish-care practices.
Clearly, there’s much more to Davis Sr. than the impressive fishing tackle business he’s built, but when asked how he hopes to be remembered, he kept it humble and selfless. It’s not a broken record; it’s how he’s wired.
It’s rare, but it’s real.
“As long as people know that I tried to make things better in the outdoor industry, as long as they know that I left it better than I found it, I will be perfectly happy,” he says.
As of this writing, mission accomplished.
But there’s more.
A father’s dream
Beyond the business success, beyond the philanthropy and the environmental stewardship, Davis Sr. has one goal yet unachieved. For anyone who has built a business from the ground up, anyone who’s made something out of nothing, sacrificed, toiled, failed and succeeded, there’s nothing harder than leaving what you love.
Unless you leave it for something you love more.
Davis Sr. admits it took him a while to warm up to his son’s decision to fish professionally. He looked at life through a common-sense, business-savvy lens. His son saw a speculative path that held great potential.
Now, with two B.A.S.S. Nation Championship titles (2022, 2023), a Bassmaster Elite Series trophy (Lay Lake, 2023) and four consecutive Bassmaster Classic appearances (2023-26) for Davis Jr., the elder Davis beams with pride at what his son has accomplished. He attends the events he can and watches the others from afar.
Someday, he’d like to be the one backing Davis Jr. in at every tournament lake. He’d like to pass those long highway miles together, attend every weigh-in and hug his son whether he leaves the stage elated or deflated.
“When he got out of college, he worked in a good job for five years, so when he told me he was gonna make a career out of fishing, I told him, ‘You’re crazy. You’re gonna starve,’” Davis Sr. says. “But people sure do love him, and I’m very proud of him.”
So, after leaving an undeniable impact on the fishing industry, what would give Davis Sr. the ultimate sense of satisfaction? If you’re lucky enough to know this straight shooter from Sylacauga, the answer won’t surprise you.
“The ultimate goal will be for someone bigger than me to buy the business, so I can retire and spend more time with my son. How much better can it be than to travel with your best friend and watch him make his dream come true?”
Originally appeared in Bassmaster Magazine 2026.
