About Xcel

Xcel Baits is run by me, Shaun Russell. I openly admit I’m no superstar in the angling world who has had shed loads of uk 50s and just put my name to a product that is manufactured elsewhere. I’m just a normal angler that loves to catch proper English fish of any size, and have spent near on a decade in the bait industry with a vast knowledge of the science in producing top quality food baits.

I have always been fascinated with the make up and creation of true food baits, after being a hands on consultant for another company for a year I have spent the last 7 years in the rolling department helping to create and produce quality baits. Unfortunately the company had to cease trading in 2012 so with the fire still burning inside I decided to use my years of bait knowledge into starting my own venture and Xcel Baits was born.

All the best,  Shaun Russell