How THE BENDER Works

Tunable Action. Controlled Flash. Proven Results.

THE BENDER is not a passive, single-action soft plastic.
It is a precision-engineered lure that combines an injection-molded body with an internal metal insert and wire-form core.

This design allows anglers to actively tune roll speed, flash intensity, and swimming action based on real-world conditions — something traditional soft plastics cannot do.

The Core Concept

At the heart of THE BENDER is a precision-formed internal metal insert and wire-form core that allows the lure to be shaped by hand — then lock that shape in place.

That shape directly controls how the lure rolls, flashes, and swims.

More bend = faster roll.
Less bend = slower, wider action.

This gives anglers direct control over performance instead of relying on factory-fixed action.

Tunable Rolling Flash

Predatory fish key on flash, vibration, and irregular movement — especially when targeting wounded or dying baitfish.

THE BENDER creates this effect through a controlled rolling motion that exposes reflective surfaces as it moves through the water.

By gently bending the lure, anglers can:

Increase or decrease roll speed
Control flash intensity
Tune action for depth, current, and retrieve speed

One lure. Multiple actions.

Built Around a Precision Metal Insert

Unlike standard soft plastics that relax or straighten during use, THE BENDER is built around a metal insert that holds its shape cast after cast.

Once the bend is set:

The lure maintains consistent action
It does not relax while fishing
It performs predictably, even under aggressive retrieves or hard strikes

This internal structure allows THE BENDER to behave like a mechanical lure, while retaining the natural feel and profile of soft plastic.

Adjustable Hook Positioning

THE BENDER allows anglers to fine-tune hook positioning simply by bending the lure.

All BENDER® lures come pre-adjusted with the hooks positioned outward. This default setup allows anglers to fish the lure immediately and fully experience its rolling flash, swimming action, and aggressive strike-triggering behavior right out of the package.

By adjusting the curvature of the body, hooks can be positioned inward — protected within the bend of the lure — or remain outward, where they are fully exposed. Both configurations are highly effective and allow anglers to match hook presentation to how and where they fish.

Hooks Out — Exposed positioning for open water, higher retrieve speeds, and aggressive strikes
Hooks In — Protected positioning for tighter cover, vegetation, or structure

Because fish attack THE BENDER aggressively, both hook positions deliver a very high hook-up success rate. Anglers can confidently choose the configuration that best suits conditions without changing rigs, lures, or retrieve style.

This design keeps THE BENDER simple to use while giving anglers the ability to adapt as confidence grows. Once dialed in, it quickly becomes a go-to lure across a wide range of conditions.