What’s in a name?

Why name a company after a fish? Well, consider the fish – Lepomis macrochirus – the lowly Bluegill.

At first glance bluegill are easy to overlook. There are certainly a lot more well-known, glamorous, or sought after fish out there, but certain connotations come to mind with many of them – shark (scary), marlin (show off), largemouth bass (speaks for itself), flounder (wishy-washy), trout (elitist) or even catfish (ewww slimy).

But bluegill bring to mind different associations for many folks–fond memories of quiet times spent on small water with no hassle and lots of fun. Bluegill make life easy. You don’t need an expensive boat and sophisticated equipment. You don’t need hand-tied flies and insulated waders. All you need is some time, a creek, a few worms and a cane pole.

Easy to catch, fishermen take for granted that bluegill will always be there, ready to play when the other fish are finicky. Bluegill are about simplicity, reliability, and fun.

Bluegill are small by design – right-sized for their environment, very colorful, fast, and really smart. Extremely resilient, they are often found thriving in conditions few fish could survive. Fierce competitors, they are surprisingly strong for their size. They make a big splash and they never quit.