Meet the Team

Matt Fairbank

Fishing for walleye has always been my passion. I spent many hours fishing the Columbia River and custom painting my own lures, which began as a hobby over 15 years ago. Recently, I decided to take it to the next level and opened Vertical Jigs and Lures, after realizing the market's need for a high-quality product.

I take pride in using only top-notch materials, and all my products are hand-painted and tied right here in the USA. This business has not only provided me with the opportunity to do what I love but has also become a valuable source of income for my family.

In addition to running Vertical Jigs and Lures, I have been serving full-time in the Oregon National Guard for more than two decades, which has taken me on three tours overseas. Although it can be challenging balancing both, I see purpose in each. Building a successful business has become a priority for me as I plan for retirement from the military.

My wife, Adrienne, and I have three children - Hailee, Anson, and Jade - who are all involved in the business. They enjoy helping with product names, color combinations, packaging, and even supervision. We are proud to be a family-run small business, and everyone plays their part.

John Ellis

Fishing has been a lifelong passion of mine. Growing up, I spent countless hours on the Columbia river fishing for bass and walleye. As a teenager, I would float down the Yakima river in an inflatable raft to fish for bass. I was always eager to get out on the water and would do whatever it took to catch a fish.

My first experience catching a walleye was at Scootney Reservoir while camping with my family. Unfortunately, it was also the first time I fell out of a boat, trying to show my little brother how to properly return the fish to the water.

As soon as I was old enough, I purchased my first boat and dedicated all my free time to finding walleye. I spent a lot of money on gear from local stores, but I wasn't satisfied with what was available. That's when I started painting my own lures. I ran an online walleye paint shop for seven years until merging with Vertical in 2020.

Now, as a family man with a wife and three teenage kids, my life is busy, but my love for painting walleye lures has not faded. I am excited to join the Vertical team and collaborate with Matt to create innovative products that will help you catch your next personal best.

  • ADRIENNE FAIRBANK

    Adrienne is the backbone of customer support and logistics at the Vertical headquarters in Pendleton, OR.

  • BRAD FAIRBANK

    Brad helps us out from time to time when we need painting support. He's the idea man behind the Tequila Sunrise, Wicked Tuna and Cobra Venom Bandits!

  • JOSHUA FAIRBANK

    Josh helps us out with web development and graphic design. He also specializes in apparel design.