Capt. Mark Nichols

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Occupation: Guide and CEO/Owner of D.O.A Lure Company

Home Waters: South East Florida – Saltwater

Boat(s): Dolphin Flats Boat


Bio: Capt. Mark Nichols is the inventor, creator, owner, and CEO of D.O.A. Lures. He grew up selling live shrimp in south Texas. When he moved to Florida, he emulated the shrimp’s natural movements by creating a  plastic version of a shrimp at his kitchen table in 1988. He spent countless hours testing and perfecting his shrimp imitation on monster Indian River Lagoon snook and sea trout. Mark’s made-in-the-USA D.O.A. lure family has since grown to offer an extensive and unique line of soft-plastic lures and jig heads for both flats and offshore species.


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