Our Story: The Legacy Behind Fishin’ Not Lookin’
A Lifetime of Water
Fishing wasn’t just a job for Captain Gilbert Mathis—it was his life. From the time he could walk he was breathing salt air and had the sea in his blood. He didn’t just fish; he lived it, breathed it, knew it like few others.
Over 25+ years he operated 5 commercial fishing boats up and down the South Atlantic. His boats weren’t just vessels; they were an extension of his instincts and work ethic. Every trip offshore added another chapter to his knowledge, another story to his incredible life at sea. He also ran a seafood market so the community had access to the freshest catches straight from the boats he captained.
Captain Mathis wasn’t the kind of man who believed in luck alone. He knew success on the water came from hard earned wisdom—studying the tides, tracking the seasons, recording the unseen. Every trip, every catch, every new reef or ledge he discovered was logged in his handwritten notebooks, a living archive of a lifetime spent mastering the ocean. Over time all of these handwritten numbers became the GPS waypoint we numbers we still use and continue to updated.
A Gift Passed Down
Growing up under Captain Mathis was a blessing. I watched him with awe as he balanced the rough work of the sea with a sharp mind for business and an even bigger heart for the people around him.
When he passed I knew his knowledge—his treasure trove of coordinates, his lessons, his legacy—deserved to be preserved. It wasn’t just numbers or notes; it was a lifetime of grit, perseverance and generosity, on paper. It was something too valuable to be locked away.
Why We Created Fishin’ Not Lookin’
Fishin’ Not Lookin’ was born from the belief that true fishing success should come from shared knowledge, not blind chance. We don’t sell generic lists pulled from the internet. We share the very coordinates Captain Mathis trusted with his livelihood.
Every waypoint has a story behind it. It’s the spot where he pulled in record catches, where he taught young deckhands how to feel the water’s pulse, where he’d say, "Now this...this is fishin’, not lookin’".
We’re not just preserving a legacy—we’re putting it in your hands so you can create your own.
Carryin’ on the Tradition
Fishing is more than rods, reels and GPS screens. It’s the collective wisdom of those who came before, the thrill of discovery and the memories you make when you’re a little saltier, a little sunburned and a lot more alive.
Captain Mathis lived his life on the water and Fishin’ Not Lookin’ is carrying on that journey. Whether you’re a commercial fisherman, a weekend warrior or just someone who loves the idea of being connected to the sea we’re happy to walk beside you—charting the best waters, one coordinate at a time.
From our family to yours—tight lines, full coolers and stories to tell.