Jim Tostrud—known affectionately as “The Fishin Magician”—has spent a lifetime earning that name. The nickname, gifted to him by his proud mother who once claimed he could “catch a fish in a mud puddle,” still rings true today. For over three decades, Jim has worked his magic on the waters of southeastern Wisconsin, guiding anglers on Geneva Lake and beyond, sharing not just his skill, but his deep reverence for the outdoors.
Artist of the Outdoors
In addition to his talent on the water, Jim was gifted with artistic ability. He won several scholastic art awards in high school and earned a scholarship to Viterbo University in La Crosse, where he studied art. Even in college, friends supplied him with gas and bait money in exchange for fresh fish dinners.
Jim went on to build a successful career as a wildlife artist under the brand Wildlife Visions. He worked as a commercial illustrator in Florida—where he caught his personal-best largemouth bass at 13.11 lbs—and later returned home to Wisconsin to focus on wildlife and fish art. His pieces have won numerous awards, including:
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2009 Great Lakes Trout & Salmon Stamp
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2016 & 2019 Wisconsin Inland Trout Stamps
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2024 Wisconsin Turkey Stamp
Jim’s art has appeared in national magazines, outdoors publications, and even on the covers of books. His work has also been featured in a wide array of outdoor products—garments, knives, lures, and more.
Conservation & Community Involvement
Jim’s passion for protecting the resources he cherishes has led to deep involvement with organizations like the Kenosha Sport Fishing Association, Walleyes For Tomorrow Walworth Chapter, and Wisconsin DNR initiatives. He’s contributed artwork, fundraising support, and manpower to salmon stocking programs, patrolled rivers to prevent poaching, and helped promote the Root River Steelhead Weir through photography and video.
He has also helped numerous companies elevate their outdoor products through logo design, packaging concepts, and brand development—though often without public recognition. “I’m the guy in the background,” he says, “but I know what works because I live it.”
Hooked From the Start
Jim’s earliest fishing memory is a defining one: waking up as a young boy at his grandfather’s house on the Black River in La Crosse, Wisconsin. “I can still smell the fresh coffee and homemade donuts,” he recalls. “My grandpa, carrying fishing poles and a coffee can full of worms, asked, ‘Are you ready to catch some sunnies?’ I didn’t even know what a sunny was—but that first tug on the line hooked me for life.”
Growing up in southeastern Wisconsin, surrounded by inland lakes and Lake Michigan, Jim had the perfect environment to hone his craft. Family fishing trips, local mentors, and time spent at a bait shop by the lake instilled a passion that would shape his life. By his teenage years, Jim had become a respected trout and salmon angler on Lake Michigan. Too young to drive, he was already being hired to guide adult anglers to his secret spots—his clients often picked him up just to benefit from his unmatched knowledge.
Television, Education & Legacy
At the encouragement of friends (and on a dare), Jim launched Wildlife Visions Outdoors TV, a one-hour weekly program on local cable. Over 24 years, he hosted and produced hundreds of episodes—not to spotlight himself, but to showcase the excitement, serenity, and education of the outdoors. Jim also appeared on programs like Outdoor Wisconsin, and his writing and photography have been published in newspapers and magazines across the Midwest.
Despite his achievements, Jim never pursued the tournament circuit. Instead, he chose the path of a mentor. He’s conducted seminars for sports shows, clubs, and youth groups, passing along the knowledge others gave him. His goal has always been simple: to get people, especially children, hooked on fishing—and to teach them to be responsible stewards of our waters.
Jim has long promoted catch and release, long before it was common. He later became a highly regarded replica fish taxidermist, offering anglers lifelike mounts while allowing the real fish to swim free. “Let them go, let them grow,” he says—a philosophy he lives by.
A Humble Hall of Famer
Today, Jim continues to guide full-time on Geneva Lake and Delavan Lake, where he’s recognized as one of the region’s top fishing guides. Though he’s stepped away from chartering on Lake Michigan, his presence on inland lakes remains legendary. His guide business, featured at jimtostrudfishing.com, reflects decades of experience and integrity.
Now, in 2024, Jim has been nominated for induction into the Legends of the Outdoors Hall of Fame, with the distinct honor of being the first American Outdoors Artist of the Year—to be celebrated at the Bass Pro Shops national headquarters in Springfield, Missouri.
For Jim, this honor is humbling. “I’ve been so blessed,” he says. “So many people shared their passion and knowledge with me—I feel it’s my responsibility to pass it on.”
A Life Well-Cast
Whether it’s through a brush stroke or a cast line, Jim Tostrud has spent a lifetime making people smile—on the water, in the woods, and through the art that captures it all. He’s not one to boast, but those lucky enough to fish with him or collect his artwork know: Jim is a true legend of the outdoors.