About us

At UrbanFloridaFishing, we’re here to turn regular people into straight-up fish catchers… no excuses. 🎣🔥
Whether you’re a weekend warrior or a future pro, our mission is simple: help you catch more fish, have more fun, and make your buddies question their life choices when you outfish them. 😤🐟

We don’t do boring. We don’t do “maybe they’ll bite.”
We create content and baits that get crushed—topwater explosions, grass line blowups, and those “DID YOU SEE THAT?!” moments that keep you coming back. 💥🌿

Founded in 2021 by Will Worthington, UrbanFloridaFishing was built on grit, hustle, and a love for the grind. From Army infantry combat veteran to full-blown fishing addict, Will turned hard times into a mission: build something real, something fun, and something that helps people win—on and off the water. 🇺🇸💪

Family, loyalty, and putting people on fish—that’s what we stand on.
We’re not just selling baits… we’re helping you create memories, teach your kids, and maybe talk a little trash while you’re at it. 😏🎣

Bottom line?
If you’re not catching… you’re probably throwing the wrong stuff.
We fix that. 👊🔥