Optimum Bait Company has been the leader in swim bait design since 1996. Optimum was the first company to release a swim bait with an internal weight in the head, but that is only one of their many innovations. Using CAD machinery, the company has branched out not only within the swim bait market, but also into other genres – one such development was Furbit the Frog and the Poppin’ Furbit, which were chosen as the best new soft lure by the American Sport fishing Association at ICAST in 2006.