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Optimum Bait Company has been the leader in swimbait design since 1996. Optimum was the first company to release a swimbait 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 swimbait 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 Sportfishing Association at ICAST in 2006. While Optimum is based in Southern California, where swimbaits got their start, the lures have gained a strong foothold throughout the US as well as in overseas markets.