Guru was established in Basildon, Essex, in 2009 and is a division of Korda Developments Ltd. Guru has evolved into a fantastic match and coarse brand, thanks to anglers in their ranks who create innovative fishing products. They work hard at product development alongside social media, always driving the company to greater heights.

The face of Guru is Dean Macey. His love of fishing leads the brand on angling shows, television and the media. Fishing Guru is a TV program aired on Sky Sports and is now in its six-season due to its popularity amongst viewers. Guru’s angling experts are its main presenters, showcasing Guru's tackle and how it has become a way of life for many of its followers. The Guru route, if you are interested in the top-end terminal tackle, can be seen in episodes of Fishing Guru on TV or online.

The Guru Tackle website is updated regularly and holds much information on their fishing tackle and how to use it. Data can be printed off computers, watched on tablets and studied on your mobile phone. The material is entirely free, with everything from Adam Rooney discussing pellet feeding ideas to Steve Ringer giving tips on how to become a top-match angler. The knowledge is informative with exclusive content, providing extra material on Guru TV.

Guru’s fishing tackle products include clothing, luggage, hooks, lines and other interesting terminal tackle. In addition, guru seat boxes, poles, rods and reels have taken the market by storm over the last few years.