In this exclusive interview, Vortex representatives Reuben Aleckson and Josh Diedrich reveal that the company is fundamentally a people company, focused on creating a "rare experience" rather than just selling products. This commitment is guaranteed by the famous, no-questions-asked Vortex VIP Warranty—a promise that covers your rifle scopes, binoculars, and gear against anything, forever.

This is more than a new lure—it's a new category of fishing technology. Join PATTRIE Productions' Patrick Kalmerton and "Mad Scientist" Norm Kester (owner of Mad Scientist Tackle & RLVNT Sunglasses) as they dive into the science behind their game-changing collaboration with Yakima Baits. Norm's decades of expertise in optics and light have led to the development of APEX Vision UV and Infrared (IR) coating, which is now applied to Yakima's legendary Mag Lip lures - exclusively produced and sold by Rugged Outdoors!

“Having a second chance at something I love means everything to me—especially being able to share it with the people I care about. Hunting is poetic; it takes life while celebrating and honoring it at the same time. It connects you to nature in a way that demands the highest respect. I know how quickly things can change, how moments can be taken away in an instant, so this opportunity to return is not lost on me. I’m grateful to my family and friends who have supported me and championed my journey back into the woods. Moving forward, I look forward to blending my technical skills with my passion for hunting as a way to give back—advocating for mentorship, community, and conservation so the tradition can continue for generations to come.”

I’ll shoot you straight — I won’t share my spots, but I will share proven tactics. Early ice is a short, action-packed window if you know where to look. Walleyes haunt points, reefs, and breaks, but one setup consistently produces: moving water near healthy weeds.

Find a feeder creek, river inlet, or spring and you’re in business. My go-to? A river tributary spilling onto a flat with green weeds before dropping into deeper water. It’s a prime ambush spot and the perfect way to start your first-ice season.