Mike Zitani
The Creator & Lead Designer
Born and raised in Connecticut, Mike Zitani is the creative force behind Hook 'N Worm. With decades of hands-on experience as a professional bass fisherman, Mike has transformed his deep understanding of fish behavior and bait dynamics into innovative, high-performance designs trusted by anglers everywhere.
From concept to final product, every lure and bait at Hook 'N Worm is crafted under Mike’s direction — blending science, artistry, and years on the water. His mission is simple: to give every fisherman, from weekend hobbyists to tournament pros, the edge they need to land their next big catch.
When he’s not designing the next breakthrough bait, you can find Mike out on the water — testing, refining, and living the lifestyle that fuels Hook 'N Worm.
Em Zitani
Co-Creator & Brand Designer
As the creative mind behind Hook 'N Worm’s digital presence and apparel line, Em Zitani brings the brand to life both online and off the water. With a strong background in website development, digital marketing, and design, she blends technical precision with a keen eye for style to create a seamless experience for anglers everywhere.
Em designs all of Hook 'N Worm’s apparel and lifestyle products — combining comfort, function, and bold aesthetics inspired by real fishing adventures. From building the website to shaping the visual identity of the brand, she ensures every detail reflects the passion and authenticity that Hook 'N Worm stands for.
Whether it’s behind the screen or out by the water, Em’s work keeps the Hook 'N Worm community connected, inspired, and ready for the next catch.
Our goal is to ensure your fishing trips are unforgettable and filled with great catches.
“These baits flat-out catch fish!”
I’ve been fishing for largemouth bass in Connecticut for over 20 years, and Hook N Worm’s soft baits are the real deal. I started using their Red Rage Craw and Salty Stick Worms this spring, and the results were unreal — the action in the water is so natural, you can actually see the bass keying in from a distance.
On my last trip to Candlewood Lake, I landed three solid bass over 5 pounds in under two hours — all on Hook N Worm plastics. They hold up cast after cast, and the scent formula really seems to make the difference when the bite slows down.
These baits have officially earned a permanent spot in my tackle box. If you’re serious about big bass, you owe it to yourself to try them.
“Perfect balance of softness and durability. “
I fish mostly for smallmouth bass and pickerel up in the Adirondacks, and I’ve gone through a lot of soft plastics over the years. Hook N Worm nailed it with their designs — soft enough to move naturally, but tough enough to last more than one fish (finally!).
The Natural Minnow soft bait on a drop shot setup was deadly this season. Even in clear water and tough midday conditions, I pulled in multiple smallmouths that wouldn’t touch anything else. You can tell these baits were designed by someone who actually fishes.
“Hook N Worm changed my saltwater game.”
I’m primarily a saltwater angler, and I wasn’t sure how a freshwater bait company would hold up in the bay — but Hook N Worm’s Salt Sling Jerkbait flat-out delivered. Caught two solid striped bass and a bluefish on my first trip using it off the Rhode Island coast.
The texture and scent dispersion held up perfectly even after repeated casts in saltwater. They’ve definitely earned my trust — now I keep a pack of Hook N Worms in every tackle bag I own.
Dream fishing spots
We help you find the perfect bait that matches your fishing style and target species.
Offering the best fishing lures and apparel
We help you find the perfect fishing bait and lures tailored to your fishing style.
Catch the big one
From fishing bait to lures, we provide everything you need for a successful day on the water.