GREG MEUNIER
Greg Meunier, the heart and soul behind Vicious Fishing, is a man who lives for the outdoors. Whether he’s casting a line for bass or stalking turkey through the Indiana hardwoods, Meunier’s passion for nature drives both his personal life and his business. Now, as he steers Vicious Fishing into a new chapter, he’s doubling down on his love for old-school Americana, simplicity and the timeless allure of the outdoors.
Meunier’s journey in the outdoor industry began with a deep-rooted connection to nature.
“Everyone wants to work in the outdoors,” he said. “I grew up in the outdoors and when you get an opportunity to work in the industry, you take it. I got involved with a family business and it made me so happy and I was perfectly happy to work for them. When they decided to go another direction, they asked if I’d be interested and I obliged.”
That opportunity led Meunier to take the reins of Vicious Fishing, a company known for its high-quality fishing lines. But for Meunier, the outdoors isn’t just about fishing.
“My passion is the outdoors in general,” he said. “While I absolutely love fishing, I love hunting turkey, deer and all kinds of other things. I just love to be in the outdoors. This past Sunday, I found myself wandering eight miles through the woods, turkey hunting alone, losing myself while studying the terrain. “I almost forgot I was turkey hunting. I was so caught up looking at the terrain and trying to figure out how to get around it on foot.”
As Meunier embarks on this new phase for Vicious Fishing, he’s energized by fresh ideas and innovation.
“The last couple of months has been exciting because we’re coming up with new ideas and coming up with so many new products,” he said. “There is a lot going on. The idea of coming up with new products just keeps me going. There is a lot of opportunity to grow this already-popular outdoors brand.”
The outdoor industry, however, is at a crossroads. Meunier sees a world moving too fast, driven by technology and fleeting trends. He believes it’s time to refocus on what matters.
“I can tell you that I believe fully is the simplicity of life, which means your life slows down,” he said. “When I go to my parents’ house in the country, they’re sitting outside, watching cars go by and life just slows down. Modern society drives me crazy at times. We need to get back to our roots.”
For Meunier, the outdoors is an antidote to that chaos. A recent hunting trip with his son reminded him of the power of unplugging.
“When you’re out there, everything slows down and you get to have real conversations,” he said. “Everyone needs to slow down. Why are we in such a rush? Get out there and live.”
This philosophy shapes his vision for Vicious Fishing. Meunier wants the company to embody an old-school, Americana ethos — one that celebrates hard work, honesty and the joy of a life well-lived.
“What I love about this company is that I want to have a life,” he said. “If I want to go fishing or hunting, I can go. I don’t have to ask permission. If there’s something that has to be done, I can do that job and then go be in the outdoors with the folks I love.”
Meunier’s love for the older generation’s straightforwardness informs his brand’s messaging.
“The older generation is so special,” he said. “I love to listen to the old stories. They all say what they’re thinking; they’re very direct. I just absolutely love that,”
He envisions Vicious Fishing as a brand that speaks plainly, cuts through the noise and connects with anglers and hunters who crave authenticity.
Looking ahead, Meunier dreams of a future where life’s simple pleasures take center stage.
“In my mind, when my kids grow up and go on with their lives, I want to sit on my porch with my beautiful wife and enjoy life and just be quiet,” he said. “I want to mow my grass, sit down with a cold beer and enjoy the fruits of my labor. And I want to know, in my heart, that I allowed others to express their love for the outdoors and pass it onto their children.”
As Vicious Fishing moves forward, Meunier is committed to building a brand that resonates with those who share his values. He’s not chasing grandiose dreams or brief fads. Instead, he’s focused on creating products that work, telling stories that matter and inspiring people to step outside and slow down. In a world that’s always rushing, Meunier and Vicious Fishing are a reminder that the best things in life — a quiet morning on the water, a walk through the woods, a cold beer after a day’s work — are still within reach.