Background Jamie Roberts, an avid and envi- ronmentalist, established Bait 'n Reel in 1983. Growing up in Pennsylvania's Pocono Moun- tains region, Roberts was lucky enough to have a large lake right down the road where he found himself fishing all throughout the year. Unfortunately, he had to drive more than 15 miles to purchase his fishing supplies, such as lines, hooks, and bait, among other things Throughout the years of his early adulthood, he frequently overheard other fishermen vocalizing their displeasure at not having a local fishing store to serve their needs. Be cause of this, Roberts vowed to himself that he would open his own store if he could ger save up enough money.