CrushCity Adds Australian Elite Series Star Carl Jocumsen to Pro Staff

The Australian native, and the only person from that country to fish at the sport’s highest level, will now represent Rapala hard baits and tools, Crush City Plastics, and VMC® Hooks.

Jocumsen enters 2025 having qualified for his third straight Bassmaster Classic. Despite hailing from a country that has no largemouth, smallmouth or spotted bass, he’s fished at the tour level for a decade, producing increasingly impressive results. Those include seven Top 10 finishes on the Elite Series, including a 2019 win on Oklahoma’s Lake Tenkiller.

“It’s pretty unbelievable to see where I’ve come from, making it to the Elite Series and then winning at the Elite level,” he said. “But I put this right up there with that. For a kid from Australia, to have one of the biggest fishing companies on the planet to believe in me is a dream. It’s a confidence-builder.”

He’s seen the immediate success that CrushCity products enabled for the sport’s biggest names, like Jacob Wheeler, Dustin Connell, and Kyle Welcher, and wants to ride that same opportunity to future titles of his own.

“One of the things that has me ultra-excited is the fact that they want input from their anglers,” Jocumsen said. “They may be a giant company, but when I saw what they’ve been doing with products like the VMC RedLine Series® hooks and the Rapala® Mavrik® baits, I realized they were nimble, able to produce specific products right then and there. They simply get it. It’s not just another sponsor – it’s going to be a relationship that represents everything I love about the fishing industry.”

CrushCity™ has been particularly dominant when forward-facing sonar has been the prevailing tool, and while Jocumsen is already highly competent with advanced sonar, he looks to perfect it as an option even more.

Throughout the company, the constant refrain about what made Jocumsen a perfect addition was his work ethic, grit, and relatability. 

“I’ve had the privilege of working with Carl for several years now through Rapala and then more recently VMC® and throughout that time it’s been crystal clear the kind of guy Carl is and the work ethic he brings to the table, said Field Promotions Director Dan Quinn. “Each year it is increasingly important to provide visibility to a brand through venues outside of just excellent tournament performance. That’s where Carl shines – not only does he outwork everyone, but he consistently does it with a smile.”

Indeed, Jocumsen is known for the relentless spirit embodied by his “Fear My Heart!” catchphrase, and also by constantly seeking to uplift the sport as a whole. For example, he’s organized lake cleanups at Bassmaster tournament sites to show appreciation and responsibility. That motivates both his colleagues and fans to be their best.

“He’s a role model,” Quinn concluded. “He’s the person you want to be around to motivate you to take it to the next level, and we’re confident that this partnership will benefit everyone involved for years to come.”