Who Owns The Googan Squad? A Complete Guide To The Business And Creators In 2026

The Googan Squad is a privately held enterprise collectively owned by its founding members—Robert Terkla, Jon Barzarette, Andrew Flair, and Alex Peric—alongside a sophisticated management team. While the creators serve as the face of the brand and primary equity holders, the day-to-day business operations and corporate strategy are led by CEO Matt Lard, who oversees the company’s multi-million dollar tackle and apparel divisions.

The rise of the Googan Squad represents one of the most significant shifts in the outdoor industry over the last decade. What began as a loose collective of YouTube personalities has transformed into a dominant market force that challenges legacy brands like Berkley and Strike King. To understand the ownership of the Googan Squad in 2026, one must look past the camera lens and into the corporate structure that fuels their global distribution.

The Core Ownership: The Founding Members

The ownership structure of the Googan Squad is rooted in a partnership model where the creators are not merely "influencers" but principal stakeholders in the LLC. Unlike traditional endorsement deals where a professional angler is paid to promote a product, the Googan Squad members own the intellectual property (IP), the designs, and the brand identity.

Robert Terkla (LunkersTV)

Robert Terkla is widely regarded as the primary architect of the Googan Squad’s business model. A former U.S. Army sniper, Terkla applied a disciplined, aggressive growth strategy to the group’s early YouTube presence. Within the ownership group, Terkla has historically focused on the macro-level business deals and the expansion of the "Googan Lab" facilities in Texas. His leadership style is characterized by high-risk, high-reward ventures, which helped the brand move from apparel into the more complex world of hard and soft plastic bait manufacturing.

Jon Barzarette (Jon B.)

Jon Barzarette provides the aesthetic and cinematic vision that defines the brand’s value. As an owner, Barzarette’s contribution focuses on the "lifestyle" aspect of the business. In the competitive landscape of 2026, where brand identity is as valuable as product performance, Barzarette’s role in ensuring the Googan Squad remains "cool" to a younger demographic is essential. His equity in the company reflects his status as a co-founder who pioneered the "fishing travelogue" style of content that built their initial audience.

Andrew Flair (FLAIR)

Andrew Flair brings a massive Midwestern and agricultural demographic to the ownership group. Based in Nebraska, Flair’s influence helped the Googan Squad penetrate markets outside of the traditional bass fishing strongholds in the South. His ownership stake is supported by his massive personal reach, which acts as a built-in marketing engine for every product launch. Flair has been instrumental in the group's expansion into multi-species fishing tackle, including gear designed for catfish and panfish.

Alex Peric (apbassing)

Alex Peric, known for his high-energy and often eccentric content, represents the "pure angler" spirit within the ownership circle. While less focused on the corporate boardroom than Terkla, Peric’s ownership involves significant input into product development. He is often involved in the testing phases of new lures, ensuring that the products meet the standards of the "Googan" brand before they hit retail shelves.

Executive Leadership and Management

While the creators hold the equity and drive the marketing, the Googan Squad functions as a professional corporation. In 2026, the complexity of international shipping, retail partnerships with giants like Bass Pro Shops and Dick’s Sporting Goods, and manufacturing logistics requires seasoned executive leadership.

Matt Lard: The CEO

Matt Lard serves as the Chief Executive Officer of the Googan Squad. He is often described as the "sixth Googan," though his role is strictly professional. Lard was brought in to professionalize the operation, transitioning it from a creator collective to a streamlined tackle company. Under his management, the company has stabilized its supply chain and expanded its footprint into rod and reel manufacturing. Lard’s leadership is the bridge between the creators’ ideas and the actual retail execution.

The Role of Catch Co.

In the early years of the brand, many consumers confused ownership with the Googan Squad’s partnership with Catch Co. (the parent company of Karl’s Bait & Tackle). It is important to clarify that while Catch Co. was instrumental in the manufacturing, distribution, and early incubation of Googan Baits, they do not own the Googan Squad brand. The relationship was a strategic partnership that allowed the creators to leverage Catch Co.’s infrastructure. Over time, the Googan Squad has moved toward greater independence, though they maintain a strong collaborative presence on the Karl's platform.

Business Entities and Sub-Brands

Ownership of the Googan Squad is divided among several legal entities that handle different aspects of the business. This diversification protects the core brand while allowing for expansion into new niches.

• Googan Baits, LLC: This is the primary revenue driver. It handles the design and sale of soft plastics (like the Trench Hawg and Bandito Bug) and hard baits.
• Googan Squad, LLC: This entity typically manages the apparel, lifestyle products, and the collective intellectual property of the group.
• The Googan Lab: Based in Texas, this serves as the physical headquarters. It is a state-of-the-art facility used for content creation, product testing, and fan interaction. Ownership of the Lab is a significant real estate asset for the group.

The Evolution of the Team: Changes and Departures

Ownership and membership have not been static. To understand who owns the brand today, one must acknowledge the evolution of the roster.

Justin Rackley (LakeForkGuy)

Justin Rackley was a founding member of the squad and remains a legendary figure in the YouTube fishing community. However, his involvement shifted as he focused more on his personal brand and health challenges. While he remains a "Googan" in the eyes of many fans, his role in the day-to-day corporate ownership has diverged from the core quartet of Terkla, Barzarette, Flair, and Peric.

Michael Hsiao (Mikeybalzz)

Michael Hsiao was an early member who brought a high level of technical fishing expertise to the group. His departure from the main roster was a significant moment in the brand’s history, highlighting the challenges of maintaining a creative collective. His exit did not dissolve the brand; rather, it allowed the remaining owners to consolidate their vision for a more commercially focused tackle company.

Comparative Overview of Owner Roles

The "Googan Effect" on the Fishing Industry

The owners of the Googan Squad didn't just build a company; they pioneered a marketing strategy now known as the "Googan Effect." By owning the means of distribution (their YouTube channels), they bypassed traditional advertising.

In 2026, the value of the company is tied directly to the engagement metrics of the owners. If a traditional tackle company wants to launch a new lure, they may spend hundreds of thousands on TV spots and magazine ads. When the Googan Squad owners launch a product, they produce a high-production-value video that reaches millions of targeted consumers instantly. This vertical integration—where the owners are the creators, the testers, the marketers, and the distributors—is the secret to their high profit margins.

Manufacturing and Technical Depth

A common question regarding Googan Squad ownership is whether they "actually make" their own lures. While the owners do not personally operate the injection molding machines, they own the proprietary molds and chemical scent formulas (such as "Slaunch Sauce") used in production.

By 2026, the company has diversified its manufacturing base. While initial production was heavily reliant on third-party partners, the Googan Squad has reinvested profits into proprietary tooling. This means that even if they use a contract manufacturer, the specific design of the "ribbed" bodies on their soft plastics—which creates a distinct vibration underwater—is legally owned by the Googan Squad LLC.

Challenges to Ownership and Brand Longevity

Maintaining a creator-owned business for over a decade is rare. The owners have faced several hurdles that could have derailed the company:

1. Market Saturation: In 2026, the market is flooded with "influencer brands." The owners have had to pivot toward higher-quality hardware (rods and reels) to prove they are more than just a marketing "fad."
2. Platform Dependency: Because their ownership value is tied to YouTube and social media, changes in algorithms or platform policies represent a business risk. This is why the owners have pushed for heavy retail presence in physical stores to diversify their revenue streams.
3. Maturing Audience: The fans who started watching the Googan Squad in 2016 are now adults. The owners have had to evolve their content and product lines (e.g., more technical gear, offshore fishing) to retain this maturing demographic.

Frequently Asked Questions

Does Catch Co. own the Googan Squad?

No. Catch Co. was a launch partner and remains a major retail and distribution partner, but the Googan Squad is an independent entity owned by its founding members. The intellectual property and brand trademarks are held by the Googan Squad and its internal LLCs.

Is anyone else allowed to join the Googan Squad as an owner?

As of 2026, the core ownership group remains closed to the original founders. While they frequently collaborate with other "Squad Members" or "Googan Associates," these individuals are typically contracted creators or sponsored athletes rather than equity-holding owners of the parent company.

Where is the Googan Squad based?

The company is headquartered in Argyle, Texas, at a facility known as the Googan Lab. This location serves as the central hub for business operations, product development, and the majority of their large-scale content production.

How much is the Googan Squad worth in 2026?

While the company is privately held and does not disclose exact valuation, industry analysts estimate the brand’s value in the tens of millions of dollars. This is based on their retail footprint, annual tackle sales volume, and the combined "media value" of the owners' social media platforms.

Did any of the owners sell their shares?

There have been no public records of the four primary founders (Terkla, Barzarette, Flair, or Peric) selling their equity stakes as of early 2026. The group has maintained a unified front, which is often cited as a reason for their continued success in a volatile industry.

Practical Recommendations for Consumers and Partners

If you are looking to engage with the Googan Squad brand in 2026, keep the following in mind:

• For Anglers: The brand's strength lies in its soft plastics. If you are new to the brand, start with the Bandito Bug or Krackin’ Craw, as these are the flagship products that the owners personally developed to work across various water conditions.
• For Retailers: The Googan Squad’s "sell-through" rate remains high because of the owners' constant content cycle. Carrying their products often brings a younger, more active demographic into physical stores.
• For Content Creators: The Googan Squad ownership model is the "Gold Standard" for the creator economy. It demonstrates that long-term wealth in the digital age comes from owning the brand and the products, not just selling ad space on your videos.

To stay updated on the latest ownership moves or product drops, the most direct source remains the Googan Lab official website and the individual YouTube channels of the four primary owners.