Our Story & Team
Built for anglers.
Sold direct to anglers.
Mindset Baits® is a UK carp bait company built on one simple idea: make bait we'd trust ourselves, with the best ingredients we can get, and sell it straight to the anglers who use it. No middlemen, no shelf space, no compromises.
Where it started
Mindset Baits® Ltd is a carp bait company based in Rossington, Doncaster, owned and run by Scott Maughan and Asher John. The brand is built on a simple belief: the right mindset catches more fish.
Mindset was born from years of obsession, refinement and waterside testing. The aim was never to make another bag of bait for a shop shelf, but to build baits we'd trust on our own rods – and put them straight into the hands of the anglers who fish them.
Why we built the bait
Pressured waters, fish that have seen everything, and baits that rely on gimmicks rather than food value. Mindset was built to answer that: baits with a real food-source identity, steady leakage and attraction that keeps working through the seasons, so carp feed with confidence and keep coming back. Two core ranges do that job in different ways.
SURGE
Sweet Nutty Cream · Nut & coconut milk protein
A smooth, creamy, nut-driven bait built around a creamy milk-protein base that releases soluble signals steadily through the water column, giving a warm, enticing cloud in both warm and cold water.
- Highly digestible milk proteins, quality birdfoods and nut-derived ingredients
- Smooth, open-textured mix optimised for steady leakage
- Coconut-infused profile for a soft, natural sweetness
- All-season performance, especially on pressured, low-activity venues
- Comfort-food style bait designed to stimulate repeated feeding
FUSION
Krill · Liver · Sweet Orange · Marine
A clean, powerful marine signal with long-lasting attraction in all water temperatures – designed for anglers who want a bait that stands out without relying on gimmicks.
- Rich fish and krill meals form the backbone of the mix
- Natural enhancers including liver extracts, GLM and betaine
- Open, flavour-friendly texture for controlled leakage
- Spice–citrus finish for a standout identity on any lake
- Excellent for pressured waters and big-fish campaigns
A complete system
Every part of the range is designed to work together. Signature Mixed Pellets in 4mm, 6mm and 8mm break down at different rates to build an active feeding area. 15mm pop-ups, wafters and dumbells match the boilies on the hook, and INFUSE liquids boost the same profiles. The Select Range adds three limited 15mm hookbait specials – Garlic Fish, Spicy Squid and Pineapple Punch – when you want something different on pressured water.
And the results speak on the bank: SURGE produced a 47lb UK carp from S&R Fishery, Market Rasen.
Why direct to anglers
Mindset Baits® is sold only through mindsetbaits.co.uk – not through tackle shops. That's a deliberate choice, and it's built around you.
Fresher bait
No warehouse chain and no shop shelf in between. Bait goes from us to you.
No middleman markup
Without a retailer's margin to cover, the value goes into the bait and fair prices for the angler.
A direct relationship
You deal with the people who make the bait. Questions, feedback and catch reports come straight to us.
Community-built
Instead of relying on advertising, word of mouth and real results on the bank are how new anglers find us.
Team Mindset
A team, not a list. Owners, consultants and ambassadors sharing results, honest feedback and a say in new products.
Owners & consultants
Scott MaughanOwner
Asher JohnCo-owner
Danny AndersonMindset Consultant
Sarah FenwickMindset Consultant
Ambassadors
Scott RoyleMindset Ambassador
Glenn WoottonMindset Ambassador
Gav ThomasMindset Ambassador
Liam ElmesMindset Ambassador
Ben CamplingMindset Ambassador
Steve Carper JohnMindset Ambassador
Ross MacphersonMindset Ambassador
Max HolderMindset Ambassador
Ricky HolderMindset Ambassador
Zach DruryMindset Ambassador
Stu ByronMindset Ambassador
Think Mindset. Fish with confidence.
Shop the ranges direct, or join the Founding 250 VIP Membership – £9.99 a month for member pricing, your own discount code, store credit on referrals and early access to new releases.
Mindset Baits® Ltd · Company no. 16851101 · Rossington, Doncaster
