Isn't That Rich Podcast

At just twenty years old, Trey McKinney is rewriting the record books in professional fishing. The Southern Illinois native has already done what many anglers dream about their entire careers, becoming the youngest ever to qualify for the Bassmaster Elite Series, earning Rookie of the Year in 2024, and taking home two Elite Series trophies, one at Lake Fork and another at Lake St. Clair. But beyond the jaw-dropping catches and highlight reels is something even more fascinating, the business side of fishing. Because for Trey, fishing isn’t just a sport. It’s a full-time job, a lifestyle, and a business that takes strategy both on and off the water.

When we sat down with Trey for the Isn’t That Rich podcast, we expected stories about his biggest catches and favorite lakes. What we got instead was a masterclass in entrepreneurship, discipline, and determination, all wrapped up in the life of a kid who still lights up when he talks about his first pond at home.

Growing Up with a Rod and a Dream

Trey grew up in Southern Illinois, where fishing and hunting went hand in hand. “We always had a pond at the house,” he said with a grin. “I started entering church tournaments when I was about twelve, and that’s when I really fell in love with it.” His cousin, Trevor McKinney, had made it all the way to the Bassmaster Classic, which opened Trey’s eyes to what was possible. Then came mentor Rick Cheatham from Carterville, someone Trey still credits with shaping his career. “He took me all over the country,” Trey said. “From Arkansas to New York, Texas to Canada. He didn’t get anything out of it. He just believed in me.”

By the time he was a teenager, Trey wasn’t just fishing, he was building a brand.

The Road to the Bassmaster Elites

To qualify for the Bassmaster Elite Series, anglers first have to fish the Bassmaster Opens, a demanding national circuit that now includes eight tournaments split into two divisions. Think of it like the minor leagues of baseball. Hundreds of anglers travel the country chasing points, with only the very best earning a shot at the next level. From there, the top performers advance to the Elite Qualifier events, where just nine anglers secure their invitation to the prestigious Bassmaster Elite Series. As Trey put it, “It’s tough. You spend a lot of money and don’t always make much back.” It’s a long, expensive road, and for many, the reward isn’t guaranteed, but that’s what makes it such an accomplishment when you finally get there.

And he means a lot of money. Last year alone, Trey spent over $130,000 chasing his dream. Between travel, fuel, lodging, repairs, gear, and entry fees, it’s easy to see how the numbers add up fast. “The entry fees alone can be close to $45,000,” he said. “If you make a top 50 and get a $10,000 check, half of it’s already gone before you even get home.”

That’s when Trey realized this wasn’t just about catching fish, it was about running a business.

From Angler to Entrepreneur

“I started calling anyone and everyone about sponsorships,” Trey told us. “I was sixteen, cold-calling companies, asking them to believe in me.” Over time, he learned that reputation is everything in the fishing world. “It’s a small community,” he said. “If you get a bad name, it spreads fast. Sponsors want someone who’s steady, professional, and respectful. You have to treat it like a career.”

Today, Trey has multiple sponsors, including Farmers State Bank, and he’s learned how to be selective. “I look for companies that are consistent and that align with my values,” he said. “Some brands offer big checks, but if it doesn’t fit who I am or what I stand for, I have to pass.”

He’s also learned that the contracts themselves can be surprisingly complex. “You’re not just signing a check; you’re signing a commitment,” he said. “Once you sign, you’ve got to deliver, whether that’s social media posts, appearances, or what color jersey you wear.”

Running Fishing Like a Business

Trey doesn’t just fish, he manages a full-scale operation. He set up an LLC, keeps meticulous records, and approaches his career like any small-business owner would. “When I won $100,000 at Lake Fork, I put about 75% of it into investments and saved the rest for expenses,” he said. “I’m not a big spender. If I can save five bucks by driving twenty miles, I probably will.”

That frugality isn’t accidental. “We don’t have retirement plans in this sport,” he explained. “So I’m saving everything I can now. I want to invest everything I make for the next five or six years, then let that grow.”

Between tracking expenses, paying entry fees, and finding new sponsorship opportunities, Trey’s day-to-day life looks a lot like running a startup, with a fishing pole instead of a laptop.

Marketing, Media, and Making It Pay Off

Trey also understands that the business side of fishing isn’t just about tournaments, it’s about marketing. “You can be the best fisherman in the world, but if nobody knows your name, it’s hard to make a living,” he said.

That’s why he invests heavily in media and content. He works with a professional filming team to capture footage, edit highlight videos, and help manage his social media platforms. “Next year, I might bring someone on the road full-time,” he said. “It could cost $60,000 to $75,000, but if it helps me land a $100,000 title sponsor, it’s worth every penny.”

He treats his online presence like a storefront. It’s where sponsors see their value, where fans connect with him, and where the next opportunity can come from. “It’s a lot of work,” he admitted, “but it’s also what keeps me in business.”

Faith, Family, and Saying No to the Wrong Yes

Through all of this, Trey stays grounded by his faith. “Not every opportunity is worth it,” he said. “There are sponsors I’ve had to turn down because they didn’t align with my beliefs. I just trust that if I do the right thing, it’ll come back around, and it usually does.”

That mindset has guided him through more than just sponsorship deals. Whether it’s handling setbacks, navigating long travel days, or staying humble when the cameras are on, Trey’s approach reflects a maturity far beyond his years. “You’ve got to stay true to who you are,” he said. “That’s how you last.”

Life on the Road

Trey’s career takes him across the country for months at a time, and life on the road isn’t exactly glamorous. After getting tired of juggling Airbnb checkouts and forgotten pillows, he bought a truck-bed camper that now serves as his mobile home. “It’s huge,” he laughed. “Sometimes I drag the back end on steep driveways, but it saves money and keeps me sane.”

He drives tens of thousands of miles each season, often alone, seeing the best and worst of America’s highways. “You learn patience out there,” he said. “And you learn that not everyone knows how long it takes a truck pulling a 20-foot boat to stop.”

Still, the freedom of the road and the pull of the next lake keep him going.

Rest, Reset, and Staying Hungry

When the season ends, Trey puts the rods away completely. “I go to Canada with friends and hunt for a few weeks, no cell service, no distractions. It resets me,” he said. “Fishing is a mental game. If you’re not confident, you fish different. When I come back, I’m hungry again.”

That balance keeps him sharp. It’s what allows him to compete at the highest level while still enjoying what he does. “You can’t fish 365 days a year and expect to love it,” he said. “You need time to breathe.”

Investing in the Future

As we wrapped up the conversation, Trey reflected on how far he’s come and how he’s learned to balance the sport he loves with the financial strategy it requires. “Everything is an investment,” he said. “From the gas in your truck to the guy filming your videos, it’s all part of building something bigger.”

Even at twenty, Trey’s already thinking about sustainability, how to make this career last, how to plan for the future, and how to stay true to himself while doing it. “If I can get to a point where sponsorships cover everything, then the prize money is profit,” he said. “That’s the goal. Build stability first, then grow from there.”

He paused, then added with a grin, “Though if Don Sol ever wants to sponsor me for free queso, I’ll take it. That’s probably my biggest expense of the year.”

The Takeaway

Trey McKinney may be one of the youngest pros on the water, but he’s already mastered something that takes many athletes a lifetime to learn, the difference between chasing a dream and running a business. He’s not just making history; he’s building a legacy, one cast at a time.

At Farmers State Bank, we’re proud to sponsor Trey and share his story because it reflects everything we believe in: hard work, smart money management, and staying true to your roots.

Listen to the full episode to hear more from Trey about the business of bass fishing, sponsorship deals, and what’s next for one of the most exciting young athletes in the country.