About us

Here at UrbanFloridaFishing, our unwavering commitment is to provide unparalleled experiences for anglers of all ages and skill levels. We are driven by our mission to inspire the Angler within, delivering the highest quality videos and products on our platforms. Our ultimate goal is to create unforgettable memories for our valued customers. 


Established in 2021 by Will Worthington, his work has made its mark on social media by featuring incredible content on such platforms as TikTok, YouTube shorts, and Instagram reels. Will, a devoted husband, and father of two, is a distinguished Army infantry combat Veteran from Latin America and now a proud U.S. Citizen. Will has overcome tremendous adversity to build a life of purpose and passion. Having lived through difficult times, Will has installed belief in the power of visualization, positive karma, and an unwavering determination never to give up. 


At UrbanFloridaFishing, we take pride in providing much more than just top-tier fishing products. We are committed to supporting our local community and giving back to those in need. Will's Spanish roots have instilled a deep appreciation for family, community, and gratitude. We aim to honor these values through our business practices. As a brand, we are devoted to building long-lasting relationships with our customers by delivering quality, distinctive, and innovative products that inspire the Angler within.