A Madison entrepreneur with a deep love for fishing took home this week’s grand prize on “Project Pitch It” after he shared his patented invention with the show’s moguls.

William Walsh, founder and CEO of Madison-based Harpoon Lures, is a competitive fisherman who has travelled throughout Wisconsin for decades with his friends. He’s spent several years trying to create a lure that would allow him to fish near the bottom of lakes, where all the bigger fish are.

Walsh has created a lure that contains a three-hook, cam-activated system integrated within its body. The Harpoon Lure can be used as a Crankbait, Swimbait or Shallow Popper lure.

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