In 1987, Lively Lures was born out of a small single-car garage from Alan Dolan's Brisbane home in the suburb of Daisy Hill, QLD. Like many Aussie anglers, Alan's deep love for fishing is what fired up his determination to create a lure that could handle the harsh treatment dished out by Australia's toughest fish. At the time, quality hard-bodied lures were hard to come by, especially ones made locally. So Alan took matters into his own hands, (literally) by carving his first lures out of timber to create the masters for what would become the iconic Assassin lures. The Assassin lures swam beautifully and quickly earned the attention of friends and fellow anglers. As demand grew, Alan explored ways to replicate the same action and buoyancy with more consistency. This led to the development of an injection molding system using polyurethane, a material that matched the floatation and strength of timber, but allowed for more efficient production. The result was a line of lures that delivered on performance, durability, and consistency, all proudly made in Australia.

Soon after came the Mack Baits: hard-bodied, head-weighted lures designed for trolling offshore and casting into whitewater from the rocks off the coastal headlands of Eastern Australia. Still one of the brand's top-selling models today, the Mack Baits have also developed a cult following in international hotspots like Israel, where they’ve become go-to lures for species like mackerel and tuna abroad. By 1992, Lively Lures had relocated to Caloundra on Queensland's Sunshine Coast, expanding its product range to target a broader variety of species including barramundi, mangrove jack, and more. This is where the Mad Mullet was born, a lure range designed to excel in both shallow and deep waters, with a large selection of colours and sizes ranging from 2.5 inches to 6 inches in length. As Lively Lures gained traction among serious Aussie fishos, experienced anglers began calling for a smaller, more vibrant model tailored for estuary species like flathead in the saltwater and bass for the freshwater. In response, the iconic Micro Mullet was launched. By the late 1990s, the Micro Mullet had surged in popularity, earning awards like "Best Hard-Bodied Fishing Lure" at the Flathead Classic and helping Lively Lures sponsored teams win grand champion titles in the process. These lures soon became a staple in tackle boxes around the country.

In came the early 2000's and retail stores around the country wanted the entire Lively Lures range on the shelves, and in 2005 production ramped up to it's highest demand yet as they were now being stocked in all major fishing retail stores nationwide. The Mack Baits really started to make a name for themselves with a record breaking Southern Bluefin Tuna capture by young Jake on the Purple Bonito colour. Then in 2007, to celebrate the brand's 20th anniversary, Alan brought back the original Assassin range, featuring the classic colours and introduced a few new colours in the process. This revamped Assassin range remained available both in-store and online until their final retirement in 2022.

In 2020 came a re-brand into the modern world of fishing, where a freshly updated logo was designed to attract the next generation of Aussie anglers, while also keeping the characteristics of the iconic 80's original logo. This shift marked the beginning of a bold new chapter within the company and in 2022 Lively Lures made a major leap forward in the manufacturing line of the most popular models sold. After 35 years of producing polyurethane lures, the company transitioned to a new manufacturing system using a polycarbonate and ABS blend. This modern material allowed for faster production and even greater strength, while still delivering the action, buoyancy, and fish-catching ability that Lively Lures is known for. Crucially, the change also ensured that all products remained 100% Australian made at a time where 90% of the market had already moved to China. Alan wanted no part of that and to this day is proud to still represent the Australian flag in this industry. Every Lively Lures fishing lure is still made with the same Aussie pride, innovation, and commitment to quality that Alan envisioned way back in 1987. Whether you’re chasing barra in the Top End, trout in Tassie, or flathead, GT and more, Lively Lures are built to handle the challenge. From a small car garage, to becoming a trusted name among Aussie anglers nationwide, the Lively Lures story is still being written today, and we’re proud to have you along for the ride as we enter the next chapter of our journey.