Willard Franklin III is the founder and CEO of the Four W’s Fishing Team. He, along with his family, are dedicated to promoting diversity in the outdoors through saltwater fishing, hunting and mentorship.
Willard started a 501(c)(3) non-profit organization called Four W’s Outdoors to help promote the outdoors to underserved youth, women, and more. Fishing is fun, but Willard has inspired and guided dozens of teens into marine and outdoor industry careers. Showcasing careers in the outdoors, to young people, is part of their mission as well. Four W’s mentors future game wardens and is currently working with the USFWS to help recruit and hire a more diverse USFWS Law Enforcement team.

Four W’s specializes in promoting safety, diversity, inclusion, conservation and careers in the outdoor industry. They are sponsoring 12 diverse youth for the 2021-2022 duck hunting season, with excursions planned at the Trinity River National Wildlife Refuge System. Four W’s promotes the outdoors to the next generation of Americans. Working with the Texas Parks & Wildlife Department and the U.S Fish & Wildlife Service (USFWS), Four W’s is an active participant in the R3 Program. R3 stands for recruitment, retention, and reactivation. R3 activities seek to create new participants or increase participation rates of current or lapsed outdoor recreationists.

Four W’s also promotes water safety for the National Safe Boating Council. Safety on the water is one of Four W’s main objectives. Four W’s is passionate about the outdoors and works to introducing hunting, shooting and fishing sports to more diverse Americans.