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


    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!


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