Matt Fraser Returns: Coastwatch Legend Leading Lure Innovation at AFTA 2025

The AFTA 2025 trade show was packed with innovation, excitement, and a few familiar faces—including one that Coastwatch fans will remember fondly.

Former Coastwatch fishing segment host, now lure designer, Matt Fraser was on hand showcasing the wares of his cutting-edge company, Barambah, and reflecting on his journey from iconic TV segments to lure innovation.

From Nerang River Jacks to National Recognition

Matt Fraser first made waves with Coastwatch in the legendary “Nerang River Jacks” segment, a fan-favourite that captured the thrill of chasing mangrove jack in the Gold Coast’s estuaries. Fraser recalls a debut effort filming with his brother, capturing raw fishing action with a handheld camera and stitching together two epic nights into one unforgettable episode.

Matt ran the unsolicited footage up the mountain to the Coastwatch studio at Channel 7, Mount Coot-tha — into the grateful hands of Ken “Brownie” Brown.  Impressed with the footage, Brownie and the Coastwatch team did some recutting, and the boys’ effort was broadcast on the Brownie’s Coastwatch show —cementing Fraser’s place in Coastwatch history.

The segment featured a standout 58cm jack and even a recaptured tagged fish.

“I was doing a lot of fishing at the time,” Fraser said, “and we just wanted to share what we were seeing on the water. That segment really kicked things off.”

The Birth of Barambah

After years in the tackle industry—including designing for Nitro and Pure Fishing—Fraser launched Barambah, a lure company built on creativity, angler feedback, and a relentless pursuit of performance. Initially crafting timber lures that became collector’s items, Fraser pivoted toward production models that anglers could afford and fish hard.

“I didn’t want to make something that was already out there,” Fraser explained. “I wanted to add to the fishing experience—lures that work better, catch more fish, and offer something unique.”

Barambah’s philosophy is rooted in innovation. From adjustable chin weights that allow lures to suspend, sink, or float, to modular magnetic hook systems and through-wire construction for durability, Fraser and his team are constantly refining their designs based on real-world feedback.

AFTA 2025: Barambah’s Latest Innovations

At AFTA 2025, Barambah unveiled several exciting new products:

– Bundy Brothers Jerkbaits: Available in four sizes (42, 62, 82, and 112mm), these deep-diving, silent suspending jerkbaits are built tough with BKK hooks and through-wire construction. Designed to outcast and outdive competitors, they’re ideal for everything from brim and bass to big barra.

– Stinger Shrimp: A standout innovation, these lures feature a tail-mounted assist hook that boosts hookup rates by up to 50%. Available in finesse (55mm, 90mm) and heavy-duty (90mm, 125mm) models, they’re deadly on flathead, jacks, barra, and more. The TPE material ensures durability, and the weedless rigging option adds versatility.

– Vibernator Series: Lipless crankbaits in 38mm and 58mm sizes, perfect for bass, yellowbelly, and brim. The integrated assist hook system prevents tangling and improves strike conversion.

– Flapdogs & Bibby Wong Topwaters: Surface lures that brim and whiting anglers have embraced for their action and effectiveness, especially when paired with twin assist hooks.

– Chin Nut System: A clever addition across the range, allowing anglers to fine-tune lure depth for both freshwater and saltwater applications.

Fraser’s commitment to “the one-percenters”—those small engineering tweaks that make a big difference—is evident in every product. “We’re not just following the market,” he said. “We’re leading it.”

Looking Ahead

With Barambah continuing to expand its range and push boundaries, Fraser’s Coastwatch legacy lives on—not just in the archives, but in each of his lures cast by anglers across Australia. As he hinted during the show, a return to the Coastwatch screen might be on the cards.

“I hope we’ll be able to go for a fish and do a segment again,” Fraser said with a smile.

For now, anglers can explore Barambah’s full range and relive Fraser’s classic Coastwatch segment inside the Coastwatch Vault. 

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