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Omnia Fishing
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Omnia Fishing


What is Omnia PRO?

We consider all of our customers members of the Omnia Fishing community.  However, we do have Omnia PRO that offers free shipping with no minimums, early access to new products and promos, and a 10% credit rebate for most purchases.  Some restrictions apply.  You’ll receive the 10% credit on qualifying purchases right away and can use it on a future purchase.

The Omnia PRO Membership is available for $49/year.

What Restrictions Apply to Omnia PRO?

Omnia PRO Credit will be issued on orders or specific product purchases where a discount of less than 20% is applied.  On occasion, we’ll run promotions with a discount of 20% or more. However, these promos are only available to Omnia PRO Customers.  In addition to this, we must follow our vendor supplier agreements and some brand restrictions can apply and change from time to time.

Why Did You Create Omnia? 

We’re trying to create the feel of a small mom and pop bait shop that can provide answers to the question “what lake are you going to and what do you plan to fish for?”  BUT, we want to combine this idea with the wide selection of lures found in online tackle stores.  

Our goal was and still is to narrow down product selection for every customer based on the lakes you fish, the conditions and characteristics of that lake and the species you want to catch during a specific time of year. 

Most people want help in the retail store to narrow down the items they need.  The bigger the store, the more options there will be which is good for some but can be overwhelming for others. Likewise, bigger stores also need to serve large geographies so many of the products you see aren’t there for you. The best retail stores are small and serve a small geography.  In other industries, these types of stores have disappeared. Large online retailers stock an even larger selection of products because they can serve the entire globe. This means even more products that aren’t relevant to your lakes and rivers.  Many people want to shop online and have become more familiar with the process. We’ve attempted to create the small tackle shop experience by relating our products to waterbodies based on the species that are present, how clear the water is, how deep it is, how the seasons change, and what others report is working.

Most of the time, the product selection is too broad or not broad enough.  We’re trying to solve that.

Our solution to this problem was to transform our product recommendations into a mapping platform that normalizes lake and product data and uses approximately 235,000 relationships between key fishing variables and water body attributes to tailor down what products are shown.  This means you select a lake and our large selection becomes relevant to you personally.

We want you to have our cake and eat it too.  We can carry a wide product selection because we’re online and can serve the globe (the benefits of e-commerce) but we’re working to recommend the right products for the right lake and angler profile (the benefits of the brick and mortar).  

Many anglers already buy products online, but the shift to online purchases hasn’t happened as fast as a lot of other industries.  Our theory is that anglers rely on information specific to their water body, species, styles, season and others. There’s a lot of variables and if you change one variable, the gear needs to change.  We’re the first retail experience that creates a custom selection that starts with water body attributes like clarity, depth, and other characteristics that create unique catching opportunities. The online marketplace doesn’t serve the needs of the anglers because they rely on data curated based on their specific needs which change a lot based on geography.  

The relationships between products and waterbodies is way more complex than a simple sort function which is what we see in most ecommerce solutions.  This opens a big opportunity to create an experience built specific for angler needs.

How Does Tackle Sorting by Lake Work?

It’s like walking down the aisle at a tackle store and having a light come on above each product that is relevant to you at the time.  The Omnia system is designed to show only the part of our inventory that matches species, season, relevant styles and specific lake characteristics you fish such as clarity and depth.

Don’t know what styles might work?  That’s okay, we match styles to the current season and species life cycle for the lake you’re interested in and the products you see match those styles.  

We’ve provided lake specific shopping like it should be in the fishing industry.  Every product we carry is indexed by subcategory and we have developed an algorithm that matches all of these relationships.  We think the best model is the lake specific bait shop experience. We have the right products recommended to you as if you’ve stepped into that mom and pop bait shop.  Behind the scenes, we have a very complex set of code that takes inputs you provide to recommend the right product and the system will narrow down that list of products as you add more inputs.  We’ve attempted to make this process easy.  

Start by selecting a lake and if we have data for that water body, we already know what species are in it, how clear it is normally, and how deep it is. We also know the season and what styles of fishing work best based on where the lake is located (Fall in Minnesota or Wisconsin is very different from fall in Texas).  After you narrow down the style you want to use or make adjustments in the clarity value of the water body, we present the right products to you.  

What Do I Do with All the Relevant Products I See on the Lake Page?

Once products are presented you can either (1) accept the recommendation and add them to your cart or (2) add them to your wish list.  Both options are important inputs that allow us to continue providing the best recommendations possible. As the seasons change, we’ll make new recommendations and the process starts again. Once you have products in your account, you’ll be able to view them by waterbody and sort further by style, season and species.

When new products are introduced in the system, users that have favorited a lake will only need a refined set of those products. This is a better shopping experience for anglers!

We’re building a community around specific bodies of water and provide access to both the communication and influence of the recommendation engine.  By purchasing products from our recommendation list based on your preferences, you’re helping to make the engine learn and continuously suggest new products to others. We also provide everyone with the tools to inform others what’s working on the lake in real time. If other users purchase the products you recommend, you’ll get account credit for it.  More to come on this!

How Does Hot Bait Work?

In addition to a fishing report, our experts and community can provide a specific lure that is working right now. This is essentially a scaled back version of an expert picked list. Users that follow a lake can report a hot bait or technique that is working. If others see the recommendation in that report and buy the product, the angler that made the recommendation will get a cut of the sale.

How Do Lake Activations Work?

We’re working to spin up as many lakes as possible with attribute details like average water clarity, species present, and short descriptions.  Once we’ve activated a lake, you’ll see a reduced set of preference options. If your waterbody isn’t activated, you can still use the sorting functions to pick your preferences.  

We currently have about 150,000 lakes in the system, but not all of them are activated. We’ve received over 400 activation requests in the first week of release of this feature and are excited to see others come on as you interact with them.   

What is Your Shipping Policy?

Shipping – We offer free shipping on all orders over $50 but don’t have a minimum order size for Omnia PRO Members. Shipping of all orders is  done by priority ground.

We offer $5 flat rate shipping on all orders in all 50 US States for orders less than $50.

Free shipping with no minimums for Omnia PRO members:

The Omnia PRO Membership was designed to provide you with ease of access to fishing gear by getting the right products shipped when you need them.  It was also designed to reward your tackle purchasing habit. We’re like the opposite of your spouse! Have a little space in your garage? We think a new rod and reel would look wonderful in it!   We at Omnia buy a lot of fishing gear as well and always wanted a program that paid us back for our obsessions because we’re just going to buy more next year. No judging here.

Does Omnia Ship the Product I Order or Do You Rely on a Third Party?

We ship almost everything we sell out of our warehouse facility near Minneapolis, Minnesota.   We’re working to expand into additional warehouses and work with third parties to help us expand our product offerings.  Certain marine products currently available or available in the future might be shipped through a third party. It was important for us to ship everything directly so we could bring you the shopping experience we think you deserve.  

Why Doesn’t Omnia Stock More Products?

Currently, we add products almost daily and stock based on our geographic expansion plans, but we appreciate input for products that you would like to see. If you don’t find a product that you think we should stock, please contact us at hello@omniafishing.com and provide some details on why the product has been useful for you in the past. We look forward to your ideas!

How is My Data Used?

We recommend that you visit our Privacy Policy for more details about how we use your data.  We aren’t in the business of sharing fishing spots, that’s not our model. We do, however, allow our community to help influence purchasing decisions in real time.  We’ll never indicate that an angler just bought a specific bait, unless you want us to. However, if more than one person is buying a specific product or rejecting our recommendations for a water body, the trend may help us improve the suggestions.  If one person buys something it’s not that interesting, but if multiple people buy it there’s high interest for that tackle and we’ll attempt to help others buy on the trend. It takes many users to influence a trend, so it probably means that it isn’t a secret.  This means that your data could improve the tackle sorting engine, but fishing is more than just gear. You can have all the right gear and spots and still not catch as much as someone standing next to you. There’s a lot that goes into fishing success. We’ll stay focused on the gear.

Do You Have an Affiliate Program?

Yes we do!  Contact us at hello@omniafishing.com if you’d like to apply.  We work hard to make sure that our sorting engine and lists always provide relevant content on our lake pages.  We offer our partners the opportunity to make money for successful sales when someone clicks the links for products a partner has described or demonstrated.  We also create a unique ambassador page for you. We’ve created a new idea that allows people in the fishing industry to monetize their passion.  We hope this will encourage more people to create great, informative videos in addition to other content that will be useful to our members on their own sites. If it’s useful and reviews a cool new piece of tackle, a rod, a reel, some equipment or a technique that works for you, it can provide you a little money if a purchase is made in relation to it.  Hopefully, everyone wins. 

Contact us at hello@omniafishing.com if you’d like details about participating in our affiliate program.

Do You Have an Omnia Ambassador Program or Provide Sponsorships?

Ambassadors are expected to be advocates for their waters and the communities that fish them.  Ambassadors are leaders and respected members of their local communities.  They introduce others to fishing, are tournament coordinators, or are visible as someone that cares about and represents our sport well.   They should be active in hot baits, engage local communities and organizations to favorite their lakes and build and share lists and product reviews outside of the Omnia platform using affiliate codes.

As an ambassador you’ll be able to help influence additions to Omnia product stocking specific to your lakes. You can also get free Omnia apparel and a one time discount as you climb the ambassador ranks. To find out more, click the link below and see everything that being an ambassador has in store for you.


Can I Select More Than One Lake in My Profile?

Absolutely and we encourage it.  The Omnia system is designed to create a curated list of products that are relevant to the lakes and rivers you fish. Depending on the number of water bodies you fish, the range of products you need could possibly change.  After purchasing or indicating you own products from multiple waterbodies, you’ll be able to sort them in your dashboard by a single waterbody. This will help with organization as you plan your next trip.  Eventually, we plan to offer tools that let you check to see how prepared you are for a new lake.  

Where is Omnia Fishing Located?

Omnia Fishing is currently located near downtown Minneapolis in Golden Valley, Minnesota USA. Our operations, offices, retail store, and warehouse are all under the same roof.   

How Can I Contact Omnia Fishing?

You can contact us by phone at (763) 710-5581.  

If you don’t hear from us immediately, we’ll get back to you within 24 hours.  You can also email us at hello@omniafishing.com and we’ll respond as soon as we can.   We can also communicate like the old days by sending a letter to our address:

Omnia Fishing
6325 Sandburg Road
Suite 100
Golden Valley, MN 55427

What is your return policy?

Returns are accepted within 30 days of receiving your order if the item[s] are returned in the original condition with tags.  Anything returned after 30 days of receipt will not be eligible for refund or store credit.

A refund will be issued once we receive returned items.  Any items that are damaged when we receive them are not eligible for refund.  For our full refund policy please visit omniafishing.com/delivery-return

Is Omnia Fishing Just an Online Retailer?

Actually, no.  We have a retail store next to our warehouse where we stock most of the products you can find online. We’d love to meet you, help you set up your account and recommended products, or just let you grab a couple last minute items on your way to the lake.  If you’re a PRO member, we’ll make sure you get credit for the purchases to help build your rebate. Our store is located at 6150 Olson Memorial Hwy, Golden Valley, MN. We host seminars, group meetings and occasionally Seth Feider stops by to steal a bunch of stuff…and help a couple lucky customers pick products.

What's In the Future of the Omnia Fishing Platform?

Lake specific shopping like it should be in the fishing industry.  What’s even better is that many waterbodies across regions share attributes like clarity, species, depth, and weed type.  Tackle that works on a waterbody in Minnesota might work on a waterbody in Michigan with similar attributes. However, a bait manufacturer in Minnesota might not have a sales channel in Michigan and vice versa even though the tackle they produce is good for that waterbody. Nonetheless, we can make those connections and redefine what it means to shop local in fishing. Through similar innovations such as our hot bait and ambassador credit system, we’ll continue towards our mission of better online tackle shopping.

Each season, as new products are introduced into the market, we’ll stock them and let you know if they fit your profile and preferences. 

In addition to that, we’re adding brands and products almost every day.  Contact us if you don’t find something you use that works! We’re open to suggestions.