Fishing is usually about patience, but for Sobhan Sanaee, it was about tech. Most people head to the water with a plastic worm or a shiny spoon, hoping for a bite. Sanaee showed up to the Tank with a robotic fish that swam on its own. It was a wild pitch. When Animated Lures Shark Tank episode aired in Season 11, the reaction was immediate. People either thought it was the future of the sport or a total gimmick that would scare off every bass in the lake. Honestly, it’s one of those products that makes you wonder if we’ve finally taken "smart" tech too far, or if we just found the unfair advantage every weekend angler has been dreaming about for decades.
The Pitch That Hooked a Shark
Sobhan walked into the Tank looking for $325,000 in exchange for 10% of his company. That’s a big valuation for a fishing lure. But these aren’t your grandpa’s lures. These things are essentially tiny underwater drones. They have internal batteries and a programming sequence that makes them kick and glide just like a wounded minnow.
The Sharks were skeptical. Mark Cuban usually likes tech, but he’s also a stickler for "is this a feature or a company?" Kevin O’Leary, the self-proclaimed "Mr. Wonderful," is a fisherman himself. He knows the industry is worth billions. The tension was thick. You could tell Sobhan was nervous, but he had the sales to back it up. He had already done significant revenue before even stepping onto the carpet. That’s the "secret sauce" for Shark Tank success. If you have sales, the Sharks stop looking at the plastic and start looking at the green.
Ultimately, it was Kevin O’Leary who bit. He offered $325,000 but wanted a massive chunk of the company—33.3% equity. Sobhan didn't blink. He took the deal. He knew that having a Shark who actually fishes was worth more than keeping a few extra points of equity in a company that might struggle to get into big-box retailers like Bass Pro Shops or Cabela’s without help.
Why Robotic Lures Are So Controversial
You’d think a lure that swims for you would be a slam dunk, right? Not exactly. The fishing community is surprisingly divided on this stuff. Some guys think using an Animated Lures product is basically cheating. If the lure is doing the work of "calling" the fish through programmed vibrations and realistic movement, is the angler even fishing anymore?
Then there’s the tech side. Electronics and water are legendary enemies. These lures use a USB charging port and have tiny seals to keep the motherboard dry. If you’ve ever dropped your phone in a lake, you know how that usually ends. Critics pointed out that a $30 or $40 lure is a lot to lose if a pike snaps your line or if the seal fails after three casts.
The Real Tech Inside
It isn't just a motor. The "Animated" part comes from a multi-jointed body. This design allows the lure to move in an S-curve.
- Self-Propulsion: It starts moving the second it hits the water.
- USB Rechargeable: No more buying fresh bait or replacing batteries every hour.
- Length of Play: Usually, they run for about 30 to 60 minutes on a single charge.
Actually, the most interesting thing about the Animated Lures Shark Tank appearance wasn't the motor. It was the "Life-Like" paint jobs. Even without the motor, the lures looked better than 90% of what you find in a bargain bin. But when you add that twitch? It triggers the predatory instinct in fish. It’s hard for a hungry largemouth to ignore something that looks that much like a dying shad.
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What Happened After the Handshake?
We see it all the time. The cameras stop rolling, the music fades, and then... nothing. The "Shark Tank Effect" is real, but so is the "Due Diligence Death." Many deals fall apart in the months following the show.
With Animated Lures, the path was a bit rocky. While the deal with Kevin O'Leary was celebrated on screen, rumors and reports later surfaced that the deal didn't close exactly as presented. This is common. Sometimes the Shark's team finds something in the books they don't like, or the founder decides they don't want to give up that much equity once the "TV glow" wears off.
Despite the deal status, the company exploded. They moved from a small operation to a brand that was shipping thousands of units. They expanded the line. They didn't just stick to one "robotic" fish. They started making different sizes, different depths, and different colors for salt and freshwater. They capitalized on the massive influx of traffic that comes from being on national television. Even if Kevin's money didn't hit the bank, his face on the marketing material certainly helped.
The Reality of Fishing With Robots
If you go out and buy one of these today, don't expect it to be a magic wand. It's a tool. Professional anglers will tell you that even the best lure won't catch fish if you're in the wrong spot at the wrong time of day.
One thing people get wrong about Animated Lures is thinking they are only for beginners. Actually, they’re pretty great for kids or people who don't know how to "work" a lure. If you don't know how to jig or twitch a rod tip, the lure does it for you. But for the pros? It’s a situational tool. It’s great for murky water where the vibration of the motor can help a fish find the bait via its lateral line.
Business Lessons from the Tank
Sobhan’s journey is a masterclass in niche marketing. He took a traditional, centuries-old hobby and injected high-tech controversy into it. That's a brilliant way to get PR.
- Know your numbers. He knew his landed cost versus his retail price.
- Target the "Pain Point." The pain point here is the "skunk"—coming home with no fish. He promised a solution to that.
- Visuals matter. The demo in the Tank was one of the best. Seeing those fish swim in the tank was enough to make any investor lean in.
It’s also a lesson in resilience. The fishing industry is notoriously hard to break into. It’s dominated by giants like Berkley and Rapala. A small startup trying to sell a $30+ lure is fighting an uphill battle. Most lures cost $5 to $12. To convince a guy to spend triple that, you have to offer something fundamentally different.
Where is Animated Lures Now?
The company is still kicking. They’ve rebranded slightly and refined the tech. You can find them on Amazon and their own Shopify store. They’ve dealt with a lot of "knock-offs" too. That’s the downside of being on Shark Tank. Within weeks of the episode airing, cheap, low-quality versions started popping up on sites like AliExpress.
The real Animated Lures distinguish themselves through the quality of the hooks and the durability of the internal motor. The knock-offs usually die after one swim. If you’re looking to try one, make sure you’re getting the authentic version that was actually featured on the show.
Actionable Steps for Aspiring Entrepreneurs and Anglers
If you're an entrepreneur looking at this story, the takeaway is clear: Product-Market Fit is king, but Innovation is what gets you on TV. Don't just build a better mousetrap; build one that people want to talk about at a bar.
For the fishermen reading this, here is how to actually use this tech:
- Check Local Regulations: Some states have weird rules about electronic lures. Always check your local DNR or FWC handbook before casting a robotic lure into public waters.
- Focus on Structure: Even a robotic lure needs to be near cover. Cast it near fallen trees or lily pads where big fish hide.
- Manage Your Battery: Don't leave the lure in the water when you aren't fishing. The water sensors trigger the motor. If it’s wet, it’s running. Dry it off thoroughly between spots to save the charge.
- Use Heavier Line: Since these lures are an investment, use a 15-20 lb braided line. You don't want a $30 lure staying at the bottom of the lake because your 6 lb mono snapped on a stump.
The Animated Lures Shark Tank story isn't just about a toy fish. It’s about the intersection of a classic pastime and the relentless march of technology. Whether you think it's the future of fishing or a sign of the apocalypse, you can't deny that it changed the conversation on the water. Catching fish is about outsmarting an animal with a brain the size of a pea. Sometimes, a little bit of robotics is exactly what you need to tip the scales in your favor.
To get the most out of high-tech fishing gear, start by testing your equipment in a controlled environment like a swimming pool or a clear shoreline. This lets you see exactly how the "swim cycle" of the lure looks before you're out in the middle of a lake. Understanding the rhythm of your bait is the difference between a trophy catch and a long, expensive day of "washing" your lures. Keep your gear clean, keep your batteries charged, and always have a backup plan for when the tech (inevitably) meets a stubborn underwater log.