Episode 149: Mark Nichols - D.O.A. Lures

About 30 years ago, I spent a few unforgettable days with Mark Nichols on his home waters near Stuart, Florida, chasing big jacks in the St. Lucie River. At the time, Mark was becoming a well-respected entrepreneur and angler, thanks to his young lure company, D.O.A.—short for Deadly on Arrival. Back in 1983, he had begun crafting a hyper-realistic plastic shrimp that proved irresistible to a wide range of saltwater species. It was a game-changer—not just for the anglers who used it, but for Mark himself. A man who loved the outdoors and the challenge of fooling fish, he had found his calling. Over the next 42 years, D.O.A. would go on to develop 27 innovative products capable of catching just about anything that swims—from snook and tarpon to bass and flounder. On today’s episode, we reconnect with an old friend and dive into the mind of Mark Nichols—exploring the genius behind his bait designs and how he continues to stay one step ahead of the fish.