About BassLord

At BassLord, we began our journey with a singular mission: to create Faith-Inspired Apparel that motivateS the soul for the journey.

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OUR VISION

Encouraging people to champion excellence, continual progress, and gratitude in all life’s conditions!

OUR MISSION

To create motivational apparel & content embodying faith, leadership, and resilience, inspiring active, healthy lives for God’s glory.

CORE VALUES

  • 1
    Prayer
  • 2

    Courage

  • 3
    Discipline
  • 4
    Perseverance
  • 5
    Continuous Improvement

Our Story

BassLord Story
BassLord is a faith-based organization that inspires others to live an active and healthy lifestyle through faith, health, fitness, fishing, leadership, and community. BassLord was started by Jonathan Khuu and his wife, Katie. Jonathan’s life journey and passion for personal development and fishing inspired him to create a company that gives hope and encouragement in adversity and promotes courage and continuous improvement for a better quality of life and human flourishing.

Fishing Journey
Jonathan’s dad started his passion for fishing by teaching him how to freshwater fish when he was six years old. His mother got him his first subscription to In-Fisherman magazine in middle school! Some of his favorite memories and learning experiences include bank fishing with family and friends or by himself on Lake Decatur, Illinois’s shores, or the Shelbyville Dam. His favorite fish to catch were the Largemouth Bass, Hybrid Stripe Bass, Muskies, Crappie, and Flathead Catfish. Jonathan took a break from fishing after high school and picked back up in his early 20s. He now enjoys freshwater fishing with friends and family on the shores and tournament bass fishing.

Meet the Founders

Jonathan is a NASM-certified personal trainer and certified nutrition coach with nearly two decades of experience in the health and fitness industry since 2005. He earned his Bachelor’s degree in Organizational Leadership from Arizona State University and completed his MBA at Biola University as a Harold Taber Leadership Scholarship recipient. Jonathan is passionate about leadership development, healthy living, prayer, and outdoor recreation. He loves encouraging others, staying active with his wife and community, spending time with close friends and family, and fishing with his buddies.

Katie has been a Registered Nurse for over 15 years. She has a passion for running, fishing, and community. Katie started fishing in high school when her family would go on annual Mammoth trout fishing trips. She helped teach Jonathan how to trout fish and helped him run his first full marathon. Together, they live in Southern California with their Dogo Argentino, Darla.