An interview with Dreamweaver’s Shane Ruboyianes
By Chris Larsen, Great Lakes Fishing Podcast

When you walk into the Dreamweaver Lures headquarters in Ludington, Michigan, it doesn’t take long to understand why the company is one of the most respected names in Great Lakes fishing. The racks of Spin Doctors, the rows of precision-finished spoons, and the constant hum of activity inside the facility reflect decades of craftsmanship and innovation.

On a recent trip to Ludington, I sat down with owner Shane Ruboyianes—one of the key forces behind Dreamweaver’s growth—to talk about the company’s evolution, its expanding product lineup, and the future of Great Lakes tackle manufacturing.

For anglers across Lake Michigan, Lake Ontario, Lake Huron, and beyond, Dreamweaver isn’t just a brand. It’s a cornerstone of salmon and trout trolling. And after spending time with Shane, it’s easy to see why.

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A Facility Built for Growth

Dreamweaver moved into its current facility a little over three years ago. The upgrade was massive—not just in square footage, but in capability.

“We were in about 5,000 to 6,000 square feet before,” Shane said. “Now we’re in about 14,000 or 15,000. It didn’t take long to fill, but it’s been really good being able to spread things out and have better control over inventory.”

For years, the team had to store gear in cramped attics and climb ladders just to access essential components. Today, everything has its place. Inventory is organized. Production flows smoothly. And the facility is built for the next chapter of Dreamweaver’s growth.

But Shane isn’t just behind a desk or walking the production floor—he’s also on the water. And this season was one of the best seasons Ludington anglers have seen in years.

“We’ve been catching 15 to 20 fish every trip since mid-July,” he said. “The fish have been a little smaller than the last couple of years, but overall it’s been phenomenal.”

That on-the-water perspective helps drive Dreamweaver’s constant product refinement. Shane doesn’t just oversee the gear—he uses it. And that feedback loop shows in every product the company makes.

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From Pentwater to Dreamweaver: How the Brand Was Born

The history of Dreamweaver Lures stretches back nearly six decades.

The company began as Pentwater Lure Company in the 1960s. In the 1980s, Shane’s future business partner, Roger Bogner, purchased the assets and began building the product line. In the mid-to-late 1990s, the brand officially became Dreamweaver Lures.

Shane’s father played a major role in the company’s rise, using his connections in the Great Lakes fishing community to expand distribution and build credibility with charter captains and tournament anglers.

Shane entered the business full-time around 2003, though he had been helping long before that.

“It’s just a perseverance thing,” he said. “You keep beating your head against the wall. You keep improving. You keep growing.”

That persistence is the backbone of Dreamweaver’s reputation today.

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A Brand Bigger Than Spin Doctors & Spoons

To most anglers, the name “Dreamweaver” is synonymous with Spin Doctors. And for good reason—the rotating flasher is one of the most effective salmon-catching tools ever created.

But today, Dreamweaver is much more than a flasher company.

Over the past several years, they have expanded significantly:

• Bay Rat—A well-known body bait line added to the Dreamweaver family.

• Warrior—A brand with a loyal following that Dreamweaver acquired to preserve and grow its product heritage.

• Ninja Boards—A planer board with one-hand operation.

The expansion has been deliberate, but not always easy.

“Making body baits is a slow, labor-intensive process,” Shane explained. “It’s not rocket science, but it’s complicated. You start with two pieces of raw plastic, and every step takes time.”

The company expects to add more employees to ramp up body bait production and keep up with demand.

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Why Spin Doctors Changed the Game

Although Dreamweaver has diversified, nothing has had a bigger impact on Great Lakes salmon fishing than the Spin Doctor.

Designed to replace traditional Dodgers, the Spin Doctor solved one of the biggest limitations of early trolling programs: speed.

“With a Dodger, you had to commit to going slow,” Shane said. “The Spin Doctor works slow, it works fast, and you can run it alongside spoons or anything else. It’s kind of a dummy-proof product.”

That flexibility revolutionized the way anglers targeted Chinook salmon and steelhead.

Walk behind boats in any Great Lakes marina and the evidence is everywhere—Spin Doctors hanging from rod holders, drying racks filled with flasher rigs, and bins stuffed with proven colors.

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The Most Popular Spin Doctor Colors of All Time

When asked about the top-selling colors, Shane didn’t hesitate.

1. White Crush

The all-time best seller.

“It’s hard to beat,” he said. “It’s the most visible, and visibility is everything.”

Captains from Ludington to Oswego consider it a must-run option for kings and coho.

2. Double Slick Glow

A top-five seller every single year.

It’s essentially a pearl non-crush version of White Crush, offering a slightly different UV and glow profile that drives bites in a variety of conditions.

3. Kevin’s Girlfriend

One of the hottest flashers on the Great Lakes—and a color with a story.

The color combination was created by Captain Willis Carriage, a respected angler who recently passed away. The name came from Captain George Freeman and his first mate, Kevin. Today, it’s a staple from Ludington to Lake Ontario.

4. Chrome Frog (Fat Nancy)

Originally developed as a custom color for Fat Nancy’s Tackle Shop in New York, the chrome frog pattern is a Lake Ontario legend.

“They say you can catch fish on anything, as long as it’s green and has dots,” Shane laughed. “This one proves it.”

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New Products Coming Soon: Plugs, Flies, and a Game-Changing Diver

Dreamweaver isn’t slowing down. In fact, the company has multiple new projects already in motion.

A New Small Plug

The team recently launched a new mini fixed-harness plug. Demand has been so strong that they’ve already sold out of many versions—but they uncovered a few production issues during the first run.

Rather than make excuses, they fixed the problems immediately.

“You think you have everything figured out, then something happens you didn’t expect,” Shane said. “But we always fix it.”

A redesigned mold and stronger hook are already in place for next year.

New Fly Heads

Dreamweaver also has a new mold in for small fly heads, continuing their tradition of supporting meat rigs and fly setups for Great Lakes trolling.

A New Diver That Will Change How Anglers Fish

The biggest news might be the brand-new diver currently entering the steel-cutting phase of production.

The prototype features:

• A line-through design

• A clamp mechanism allowing adjustable wrap

• Compatibility with Spro swivels

• The ability to eliminate hand-lining entirely

“People don’t want to have to rebuild something they just bought,” Shane said. “This will solve a lot of problems.”

The best part? The product doesn’t have a name yet.

Shane joked that the internet should decide—and if you're watching the podcast video version, Dreamweaver is taking suggestions in the comments.

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Looking Ahead

Dreamweaver Lures has come a long way from its roots as Pentwater Lure Company. With a modern facility, a growing list of product lines, and a relentless commitment to improvement, the brand is positioned for an exciting future.

Whether it’s a trusted White Crush Spin Doctor or a cutting-edge diver launching soon, Dreamweaver remains a company built by anglers, for anglers.

As Shane put it, “We’re always working on something. Everything takes longer than expected, but we keep pushing forward.”

And for Great Lakes anglers, that’s exactly what you want—a company obsessed with building better gear, one lure at a time.

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