The Idea

As an avid offshore/inshore fisherman and publisher of a sportfishing magazine, I decided to develop fishing rulers for the simple reason of providing a quality fish measuring device for anglers who mostly target specific species of fish.

Today our product line continues to grow to include almost all gamefish. Our goals are many including reducing gamefish mortality with safe release practices and providing state of the art weight estimating rulers for future generations of fish and fisherman.

We also provide release tournament ruler solutions for recreational fishing. Ask us about a custom Release Ruler.

Fish, Measure, Release!

Captain Dale E Wills

Chief Fishing Officer