We have one simple mission: To be the world’s leading authority and cutting-edge expert on how to use testing, research, and technology to help people catch more fish. It’s clear and uncomplicated. It’s in our DNA. And it feels good. In fact, it feels great. We understand our sworn duty. We get to engage our minds. We get to employ our hearts. We get to bring joy into people’s lives. And we get to do it all for the love of fishing.