Trueglide lures and Truecoat epoxy are owned and operated by world renown lure designer, Joe Peterson.

Peterson started TrueGlide lures in 2004 after being dissatisfied with the lack of high end, hand made fishing lures. Since that time TrueGlide has been recognized as a leader in the art form of bait building. Always at the forefront of design and execution, TrueGlide has pioneered industry standards such as using epoxy topcoats for lure building, inventing rotators for epoxy, inventing the only U.S. made epoxy designed specifically for lure building, modern foil techniques, 3D eyes and detailed paint jobs. Peterson has been dubbed, ”the most copied lure painter in the world” by Sportfiske magazine and for good reason, TrueGlide’s routinely sell out within minutes of being offered at shows.

Peterson is also an accomplished Muskie angler and seminar speaker. He has won multiple Muskie Tournaments and big fish awards as well as being a columnist for Musky Hunter Magazine and contributor to In-Fisherman Magazine, Bass insider magazine and others.

Peterson and TrueGlide lures have been featured in In Fisherman Magazine, Bass Insider Magazine, Musky Hunter Magazine, Sportfiske Magazine(Sweden), Raubfiske Magazine (Germany), Tackle Trade World Magazine, Lure Magazine (England), Lure Magazine (Japan), Fish Echo tv, Svartzonker TV, Kanal Grattis TV, Fox Sports, Built For The Outdoors, Mn Bound and many more.