Family-Owned. New England Proud.
Built by Fishermen, for Fishermen.
A Passion Born on the Water
Hook ’n Worm was founded by Mike Zitani, a lifelong bass fisherman from East Hartford, Connecticut. From the quiet ponds of his hometown to the lakes and rivers of New England — from Massachusetts to Maine — Mike has spent decades chasing fish, perfecting techniques, and testing every lure and rod he could find.
From his first 17-foot aluminum boat to his current Gambler Intimidator, Mike’s journey has been about more than just fishing — it’s about passion, learning, and community. Hook ’n Worm was built to share that same passion with others who live for the water.
Crafted by Experience
After years of experimenting with every type of soft bait, crankbait, and rod setup, Mike decided to take what he’s learned and pour it into something of his own.
At Hook ’n Worm, every bait is designed, tested, and refined by real fishermen — created to perform in the unique conditions of New England waters. Whether you’re a weekend angler, a beginner learning to cast, or a tournament pro chasing your next trophy catch, Hook ’n Worm baits are made to deliver.
Meet the Family Behind the Brand
Hook ’n Worm is proudly family-owned and operated out of Maine. Mike’s wife, Em Zitani, brings her creativity and Southern heart to the brand. A Mississippi native turned New England angler, Em learned her love for fishing from Mike — and now designs all of the Hook ’n Worm apparel and accessories you’ll find on the site.
Together, they’ve built more than just a bait company. They’ve built a family brand that stands for craftsmanship, authenticity, and love for the sport.
Our Mission
To create high-quality baits, apparel, and fishing accessories that capture the heart of New England fishing — gear made by real anglers who know the water, the weather, and the thrill of the catch.
At Hook ’n Worm, we believe the best baits come from those who fish them.
Join the Hook ’n Worm Family
We’re proud to serve the New England fishing community and beyond. Whether you’re casting off your local dock or heading out at dawn for the big tournament — we’ve got the baits, the gear, and the passion to help you make your next great catch.
