A fishing rod and lure system for collecting and analyzing fishing data to provide for manual or automatically controlled fishing experience comprising a fishing rod having a handle portion and a shaft portion, a fishing line reel encasing fishing line, a plurality of guides located along the fishing rod for guiding the fishing line, a lure attached to the fishing line, a central control device electrically coupled with the fishing rod for receiving, manipulating and outputting data and configured to control the lure, a display device electrically coupled with the central data device and capable of receiving and displaying data, and a sensor electrically coupled with the central control device for sensing and sending data to the central control device, wherein the central control device uses the data received from the sensor to display data to the user via the display and control the fishing rod and lure system.