In 1963, Geneva Lake Bait & Tackle started out wholesaling soft shell crayfish, creek, river, & lake shiners, chubs, suckers, helgramites, weedworms, and redworms that Brian Gates, the present owner obtained from the wild. Brian has had a Class A Bait Dealer & Guides license ever since. In 1973 Brian and his wife, Nancy opened an 8 ft. by 20 ft. retail shop at their current location.