William “Will” Walsh loves fishing. Whether casting from the shores of Lake Monona or drifting on a boat across Lake Mendota, he relishes the quiet rhythm of the water—and the friendly competition among buddies to land the biggest catch.
For years, Walsh looked for an edge. He experimented by combining multiple lures, weighing them down to reach the depths where larger fish hide among the weeds. Then one day, he decided not just to adapt existing tools, but to create something entirely his own. He designed a lure from scratch, one unlike anything on the market.
That innovation led him to Season 8 (episode 3) of “Project Pitch It,” a Wisconsin-based television program where entrepreneurs present their ideas to a panel of leading business moguls who question, advise and challenge the participants to take their ventures to the next level. There, Walsh pitched his harpoon-inspired fishing lure, and he won first place.
Since then, he has launched Harpoon Lures, a company built around his eco-friendly design, which now has two patents. His first line of lures is set to debut this summer.
“The lure is safe enough to hold in your hand because the hooks are within the lure,” Walsh said. “It’s much more environmentally friendly than other lures. It won’t get caught in weeds or trees or wildlife.”
For Walsh, fishing is more than a pastime. It has long been a way to decompress from a career defined by intensity and service. Born and raised in Milwaukee, he spent four years in the Marine Corps before serving 27 years with the Milwaukee Police Department, where he retired as a lieutenant in 2019.
Retirement, however, didn’t signal an end to his career.
That same year, Walsh stepped into a new role as a full-time criminal justice instructor at Blackhawk Technical College in Janesville. In the classroom, he teaches courses such as constitutional law, criminal investigation and peacekeeping, preparing students for careers in public service.
“Students on this track are going into roles like corrections, parole, law enforcement and child protection,” Walsh said. “These are demanding careers, and I want to help them be ready for what lies ahead.”
The year 2019 also brought change for his wife, Zeeland, who, after 22 years teaching in Milwaukee Public Schools, accepted a position with the Verona School District as a restorative practices coordinator. Her work focuses on conflict resolution among students, staff and families.
Together, the couple relocated to the Madison area, ushering in what Walsh describes as a new chapter.
Still, slowing down has never been his style. Walsh has always been driven to improve and create. As a child, he would take apart broken remote-control cars and reassemble them into something better. The instinct to refine and reimagine continues to shape his life today.
It’s also what led to one of his earliest entrepreneurial ventures: a board game.
“My family loves playing board games,” he said. “At one point, we felt like we had played them all. My daughter suggested we make our own, so we did. The living room became our lab.”
The result was “Triumphant,” a family-friendly strategy game released in 2008, and the launch of Triumphant Games LLC.
Walsh’s creativity doesn’t stop there. A lifelong reader and writer, he first explored storytelling as a member of his high school newspaper staff, and he’s never put the pen down.
“I’ve always loved reading and writing,” he said. “I’ve written several novels, and one has been published.”
That novel, “Fallen Angels” (2013), dives into a world of zombies, goblins and the underworld. He is currently working to publish another book, “Police Officer Bill,” a high-intensity story that explores human trauma through the lens of a serial investigation.
Behind all of Walsh’s pursuits is a strong foundation of family support.
He regularly shares ideas with Zeeland, his wife of 38 years, and their two grown daughters, Natia and Labreea, valuing their input at every stage. His extended family, including his sisters, uncles, aunts and mother, has also supported his ventures as investors and encouragers.
He describes his family as one grounded in love and shared purpose.
“My family has been invaluable to my success,” Walsh said. “Driving toward your dreams doesn’t happen in a vacuum.”
He also credits Wisconsin as a place where ideas can take root and grow, offering opportunities for entrepreneurs willing to put in the work.
For Walsh, the years since retiring from law enforcement have opened the door to new possibilities. Teaching, writing and launching a fishing lure business are not separate pursuits, but part of a larger mindset centered on growth, curiosity and faith.
He and Zeeland also make time to travel, exploring destinations around the world together—and keeping up with their other favorite pastime, their grandson (Makhail). Still, no matter how far they roam, Wisconsin will always remain home.
And for Walsh, there’s no better place to reflect than on the water, fishing pole in hand.
Though his schedule is full, he doesn’t feel overwhelmed. The difference, he says, is simple: he’s doing what he loves, alongside people who matter most.
His advice for others with big ideas is just as straightforward: “Follow your dreams, work your dreams, and magic will happen.”
