About Gollon Brothers
Gollon Brothers is a wholesale-only live-bait supplier. We partner with distributors, retailers and large-scale operators who then sell our products to consumers. Our resources, logistics and quality controls are built to serve the needs of businesses, not individual consumers. As much as we’d like to sell a dozen minnows, our business isn’t set up to do that.
Our family has been raising and distributing live fishing bait for generations, combining time-tested practices with industry-leading innovation. Over the past four decades, we’ve refined every part of our operation, from water quality and transport methods to health inspections and grading standards. This balance of heritage and innovation lets us deliver consistent, premium-quality live bait that our distributors can count on, season after season.
We do not ship minnows because they die in transit; however, we have regular local delivery routes throughout much of the Midwest and Great Lakes Region with a custom-built fleet featuring oxygen-fed, expertly tested tanks with conditioned water to ensure the highest live bait quality. We proudly also offer nationwide minnow delivery by truckload. Minnows do not enjoy the shipping experience; however, nightcrawlers, worms, and other live fishing bait options are happy to take a road trip to you in an insulated, weather-prepared shipping box via Spee-Dee Delivery, UPS or FedEx.
Due to the sensitivity and potential high mortality of live bait, Gollon Brothers premium live bait is often only available in certain areas. Depending on your location, we offer THREE types of shipping services to bait shops and distributors:
Regular Delivery Route: If your business is located in Wisconsin, you may already be within one of our regularly scheduled delivery routes. Utilizing our high-tech fleet of delivery trucks, we make regular stops at businesses throughout the majority of Wisconsin. Delivery routes to most areas run at least weekly in the off-season, and up to several times per week during peak seasons.
FedEx, UPS, Spee-Dee Delivery: With a distribution hub right in town, we gratefully utilize Spee-Dee Delivery to ship live bait products to you quickly and reliably. Less-sensitive live bait such as our nightcrawlers, worms and larvae can be shipped. We do not ship minnows.
Nationwide by Truckload: For regional distributors who supply bait shops, we offer custom bait delivery by the truckload to regions anywhere East of the Rockies.
We give our best depending on the season and needs of the species you are looking for. If your business is outside our regular delivery zones, we may be able to arrange delivery if possible. Simply contact our office, and we’ll coordinate the best solution for your location and order.
Ordering and Accounts
Setting up a wholesale account with Gollon Brothers is simple. Use our online form or reach out to our office by phone or email. Our team will guide you through a short setup process, collecting basic business details, confirming your resale or distribution status, and discussing your typical product needs – all so we can serve you efficiently from the start.
We offer standard wholesale payment terms based on account history and order frequency. Most customers are set up with net terms after an initial order history is established. We also accept payment by ACH wire transfers, check, cash, or credit card at the time of order for new or one-time customers. Our goal is to keep billing straightforward and dependable.
We specialize in bulk quantities for distributors and retailers, and larger orders often qualify for discounted pricing tiers. Minimum orders vary by species and shipping method. Our team can determine the best volume and delivery schedule to balance inventory freshness, cost and customer demand.
Good question! It has to do with the unique characteristics of live fishing bait and the unique needs of our customers. Because there are so many variables in the process — from water temperature and distance to local regulations and species preferences — we prefer to review each delivery independently. This hands-on approach ensures you get the right delivery conditions for the species for your region, and that your live bait arrives healthy and ready for sale.
Shipping and Delivery
We do not ship minnows, but we deliver minnows. We deliver live fishing bait through a combination of regular regional truck routes and nationwide by full truckload. For non-minnow products like worms, we ship through Spee-Dee Delivery, UPS or Fedex. Every shipment is packed individually to account for the species’ needs and weather conditions.
Ordering early helps us reserve the right species and sizes to meet your schedule. During peak seasons—especially spring and early summer—we recommend placing orders one to two weeks in advance. For regular route customers, our team can help you set a standing delivery schedule to simplify planning.
Yes. Water temperature, seasonal demand and species availability all affect delivery timing. For example, hot-weather transport requires shorter travel times, while certain species are only available seasonally. Our team monitors these factors daily and will coordinate the most reliable delivery window for your order.
We understand that demand can change overnight. When the fish are biting, normal business practices can go out the window. If you find yourself short on inventory and demand through the roof, contact us right away—we’ll do everything possible to keep your shelves and tanks full and your customers supplied.
About Baitfish
Minnows are carefully graded using our innovative precision grading practices. Each grader size is measured in 64ths of an inch (for example, a #33 grader has 33/64” bar spacing). Because body shapes differ by species, we use a wide range of grader sizes to maintain accuracy and consistency across all orders.
At Gollon Brothers, the majority of our minnows are sized with swim-through panel graders rather than outdated floating grader boxes. This reduces stress and handling which in the end makes for a healthier baitfish.
How Baitfish Are Measured
Baitfish are sold using several methods across North America, with the two most common being displacement (by the gallon) and weight.
Displacement Method (By the Gallon)
The displacement method measures fish by volume. A pail is partially filled with water, and fish are added (after draining excess water), causing the water level to rise. The increase in water level represents the volume of fish.
For larger volumes, water can be evenly divided between multiple pails and filled with fish to achieve consistent measurements such as 5, 10, or 15 gallons.
For bulk quantities — and our preferred method — Gollon Brothers utilizes a proprietary graduated barrel and crane system. This system allows for highly accurate measurement while handling fish more gently than traditional methods. The barrel functions as a large-capacity unit (approximately 50 gallons) with clear 5-gallon increments and can also be paired with a digital scale for weight-based verification.
Note:
1 U.S. gallon = 8.3 pounds (commonly estimated at 8 pounds)
Weight Method
The weight method uses a scale to measure fish. A pail is partially filled with water, the scale is zeroed, and fish are added until the desired weight is reached. This method is highly accurate, though more time-consuming, and typically results in little to no overage compared to displacement.
Count-Based Sales
In some cases, baitfish are sold by count (such as per 1,000), though these quantities are typically derived from weight or volume conversions.
Example: 1,000 Small Fatheads ≈ 4 pounds or ½ gallon
For larger species, such as white suckers, fish are often counted individually due to their size, as weight or volume methods become less precise.
Our Standard
Measurement methods can vary by region, and there is no single industry standard. At Gollon Brothers Wholesale, baitfish are primarily sold by the gallon (displacement method), with weight conversions available upon request. Larger white suckers (over 8″) are sold by count.
All our baitfish undergo regular health inspections by certified fish veterinarians. We test for an extensive array of conditions and verify each lot meets state and federal health standards. These inspections, combined with our own water-quality and handling protocols, help maintain the long-term health and vigor of every shipment.
There are many types of Fish Health Certificates (FHC) depending on the State and species involved, but most farm-level FHCs are issued annually. Lot FHCs can be a minimum of 30 days up to the custody of the fish. Because requirements vary, our staff monitors each certificate’s status to ensure every shipment meets current regulatory guidelines. We’re committed to transparency and can provide copies of health documentation upon request.
Quality starts with experience. From species selection and water management to sorting and transport, our process is built on generations of proven practices supported by modern innovation. Each fish is handled with care, sorted precisely, and shipped under controlled conditions to ensure maximum vitality and minimal loss. The result is a consistently strong, healthy product your customers can rely on.
Storage and Handling
For best results, hold baitfish in clean, well-oxygenated water that matches the temperature they were shipped in. Avoid sudden temperature changes, as even small fluctuations can stress the fish. Use aerated holding tanks with consistent water flow or circulation, and remove any dead fish promptly to maintain water quality.
Specific handling conditions vary based on species of minnow, worm or leech. Please see the species-specific information in the “Products” section of the website.
With proper storage, most baitfish can be held for several days to weeks, depending on species, density and water conditions. Warmer water and overcrowding shorten their lifespan. The key is maintaining cool temperatures, steady oxygen levels and low stress. Regular monitoring helps you know when to refresh or rotate inventory.
Water temperature and quality are the two most critical factors for live-bait success. Warm water reduces oxygen and increases stress, while poor water quality quickly leads to loss. Use thermometers and test kits to track temperature, pH and ammonia levels daily. Clean, cool, stable water will keep bait lively and attractive to customers. If you’re on a delivery route with us, our route drivers can provide additional tips for your specific setup.
Handle baitfish as little as possible. When transferring, use soft, knotless nets and avoid lifting fish from the water unnecessarily. Use soft nets or dip nets with fine mesh to protect scales and fins. Avoid prolonged exposure to air or direct sunlight. A calm, steady process during transfers goes a long way toward maintaining healthy, lively baitfish.
Seasonal Planning
Spring marks the start of peak demand for live bait, especially when coming off of winter ice fishing season. We recommend reviewing your inventory, tanks and equipment in late winter to ensure everything is clean, functional and ready for higher volume. Build your early-season orders around core species like fathead minnows and nightcrawlers, and monitor regional weather trends, since an early thaw can trigger sudden increases in angler activity. Our team can help you forecast demand and plan deliveries ahead of the rush.
Summer heat presents unique challenges for live bait. Focus on water temperature control and oxygen management — cooler, well-aerated water prevents stress and loss. Reduce stocking densities during high heat and perform smaller, more frequent water changes. Quick turnover is key in summer: sell fast, restock often and avoid holding inventory longer than necessary. Don’t forget to check your refrigerator and coolers for dry live bait storage.
As temperatures drop, angler patterns and product demand shift. Fall is a good time to reduce bulk orders, clear out aging inventory and schedule maintenance on tanks and equipment. For winter, focus on cold-tolerant species popular with ice fishermen, and maintain tighter inventory to match lower traffic. Ice fishing season offers an opportunity to expand sales of wax worms, spikes or maggots, and other special live fishing bait products. Planning ahead for seasonal transitions helps avoid waste and keeps your operation efficient year-round.
Before freezing conditions set in, winterize all outdoor or unheated systems. Drain and clean tanks, check aerators and service pumps and filters. Inspect seals, lines and electrical components to prevent cold-weather failures. Winter is also the time for major repairs, upgrades or facility improvements, ensuring you’re ready for the next spring season.
Education and Regulations
All live-bait wholesalers and distributors must comply with State and federal regulations. This includes proper licensing, health inspections and recordkeeping. State Natural Resource agencies and/or Agriculture agencies (depending on location) certifications verify that your bait meets legal and health standards. Our team can provide guidance and documentation to ensure you remain fully compliant.
Shipping live bait is regulated at the state and federal level, including licensing, health certifications, and import permits. Requirements vary by location, and some states prohibit the import of certain species altogether. Our team stays current on all licensing and regulatory requirements to ensure every shipment is fully compliant.
We can provide customized, detailed species guides, including size, grading and preferred usage of that species for different fishing applications. We also track regional variations in angler demand, ensuring you stock the species your customers want most. These guides help you make informed purchasing decisions and maximize both sales and customer satisfaction. In addition, our sales representatives are highly knowledgeable when it comes to what’s biting and what’s catching fish. They’re happy to share that information with you.
Different species are available only during certain seasons, and angler preferences vary by location. For example, fathead minnows may be in high demand in one region while leeches or shiners are preferred elsewhere. Understanding these patterns allows you to plan your inventory and marketing efforts to match both supply availability and customer demand, reducing waste and increasing turnover.
If you’re unsure what to stock, our team can set you up with what you need.
Business Development and Marketing
Consistency is key. Providing healthy, premium-quality live bait and working with a reliable delivery team (like Gollon Brothers) builds trust with your customers. Keep records of your customers’ preferred species and order patterns and anticipate their needs each season. Offering helpful tips, stocking guidance and seasonal recommendations strengthens relationships and encourages repeat business.
This can be hard when live bait isn’t your main business line. Fortunately, our experts can help you become an expert, too.
Educate your customers while promoting your products. Species guides, seasonal tips and best-use recommendations can be shared in-store or online to position your business as an expert resource.
Partnering with a trusted supplier—like Gollon Brothers—who understands seasonal, regional, and logistical nuances gives you the confidence to grow while maintaining quality and service standards.
The live bait market is undergoing a quiet shift. Many traditional bait shops are disappearing as longtime operators retire without replacement. While big-box retailers and e-commerce have influenced parts of the industry, they have not replaced the core need for local, reliable live bait distribution near the point of use.
That gap is creating opportunity. Fewer operators, combined with steady demand, means those who remain—and those willing to step in—are positioned to capture more market share. Live bait is not easily centralized or commoditized; it rewards strong operations, dependable supply, and local execution.
If you’re in the business, you’re already in a position most aren’t. With the right approach—and the right partner—there is significant room to grow in a market where others are stepping away.