Ice House

Food Porn for Fish

A Katy man invents a better fishing lure, and we beat a path to his door.

By Peter Holley September 3, 2013 Published in the September 2013 issue of Houstonia Magazine

Bilat lures range in size from 24 to 48 inches and are designed to imitate the movements of feeding game fish.

Brian Bordosky is a burly family man who, like a lot of burly family men, spends copious amounts of time in the garage. Still, the Katy 37-year-old has distinguished himself from his ilk, first by actually accomplishing something during these sessions, and second by inventing something that people have been waiting a thousand years for.

If you feel slightly deflated when you hear that what Bordosky has invented is a unique two-sided fishing lure, you have no idea what that lure is capable of. Over the past year, anglers using the Bilat lure have won three of the biggest sport-fishing contests in Texas, not to mention one of the biggest in the world, held last October in Cabo San Lucas, where a team of fishermen from Kansas City pocketed almost $2.4 million after netting a blue marlin with the lure, which runs from $299 to $699, depending on its size. 

When we asked Bordosky what made his invention so special, he told us that the typical teaser lure is designed to be mistaken for prey by the target fish (tuna, marlin). The Bilat lure, on the other hand, is meant to be mistaken by the target fish for other fish feeding on prey.

“My theory about these lures is that they get fish into a feeding mood because we’re representing something else that’s eating,” he says. “It’s like food porn for fish.” 

Unlike typical teasers that drag idly behind a trolling boat, the Bilat lure aggressively zigzags from side to side, cutting through a boat’s wake like feeding fish. Bordosky believes that game fish are tantalized by the sight of this all-you-can-eat buffet, at which point it’s just a matter of time before you’re hoisting that tournament check overhead.  

Not a bad track record for a guy who grew up fishing in Port O’Connor, works for a glass company, and started building lures with a rubbery chunk of gym flooring he acquired from a friend a few years back. One prototype led to another, all of them failures. Too heavy, and the lure would pull in a straight line and stay deep. Too light, and the lure would come to the surface and merely roll on its side.

“It’s all in the weight and shape,” Bordosky says, showing us an early metallic effort in his Katy garage, where he tinkers in the early morning hours and after his family has gone to bed. “The difference between performing and sucking is very small.” 

After a year of experimentation in the lagoon behind Moody Gardens, Bordosky arrived at a final design, which he has now patented. Of polycarbonate construction and typically running several feet long, the Bilat lure has a clear-coat finish studded with tiny pearls, which in the sunlight looks like the underside of a tuna. As of now, the fish whisperer of Katy already has about 60 customers, some from as far away as Japan, and the Bilat buzz has only just begun to build. 

People have been sport-fishing since … well, forever.  Why didn’t some other enterprising angler create a lure like Bordosky’s?

“I guess I’m a bit obsessive about fish,” he says. “People tell me I’m crazy and I’ll never figure them out, but I keep trying.”

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