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About Pro-Troll


Founded in 1978, Pro-Troll Inc. creates and markets innovative fishing and marine products and is a leading developer of technology-driven fishing tackle. Its proprietary fish attraction device, the unique EChip  , replicates in lures the electrical nerve discharge of bait. Pro-Troll sells its technology and products globally in the U.S., Scandinavia, Germany, Australia, New Zealand, France, Russia and Canada. Pro-Troll is privately held and is based in the San Francisco, California area. The company has factory representatives around the world.


Pro-Troll is involved in the development, production and sales of a number of fishing lures (including the ProChip 8 and ProChip 11 flashers) and marine products. One of the strengths of the company is its engineering staff which is working on a number of new high-tech products including enhancements to it's EChip  .

Pro-Troll is a strong advocate of fisheries restoration and makes every effort to support those organizations that work to restore our fisheries. We are members of the American Sportfishing Association, The Northwest Sportfishing Industry Alliance, Coastside Fishing Club of California and numerous other non-profit groups.


We sincerely thank the millions of fishermen who use and support our products. We are always open to comments, ideas and suggestions.  You can reach us at



Dick Pool and Lawrence Snapp - Owners

Winner of the 2016 Fish Alaska Editors Choice Award for Excellence


The ProChip 11 Flasher

Pro-Troll Proudly Supports

Golden State Salmon.jpg


Lake Ontatio Sportfishing Logo.jpg
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